Analyzing Google Analytics

Google analytics is a big brother we know it and is offering analytics for online websites obviously it is going to be marvelous job but still as a BI expert I am providing you few formulas that brings more intelligence to your website analytics.

Let me know if you find any errors in formulas and new formulas I will keep them updated here.

Group	Measures Name	Tableau Formula
AdSense	AdSense CTR	[AdSense Ads Clicks]/[AdSense Page Impressions]
AdSense	AdSense eCPM	[AdSense Revenue]/[AdSense Page Impressions]*0.001
AdWords	CPM	[Cost] / ([Impressions] / 1000)
AdWords	CPC	[Cost] / [Clicks]
AdWords	CTR	[Clicks] / [Impressions]
AdWords	Cost per Transaction	[Cost] / [Transactions]
AdWords	Cost per Goal	[Cost] / [Goal Completions]
AdWords	Cost per Conversion	[Cost] / ([Transactions] + [Goal Completions])
AdWords	RPC	([Revenue] + [Goal Value]) / [Clicks]
AdWords	ROI	([Revenue] + [Goal Value] - [Cost]) / [Cost]
AdWords	Margin	([Revenue] + [Goal Value] - [Cost]) / ([Revenue] + [Goal Value])
App Tracking	Screens / Sessions	[Screen Views]/[Visits]
Ecommerce	Ecommerce Conversion Rate	[Transactions] / [Visits]
Ecommerce	Avg. Value	[Revenue] / [Transactions]
Ecommerce	Per Visit Value	[Revenue] / [Visits]
Ecommerce	Total Value	[Revenue] + [Goal Value]
Ecommerce	Revenue per Item	[Product Revenue] / [Quantity]
Ecommerce	Items per Purchase	[Quantity] / [Unique Purchases]
Event Tracking	Avg. Value	[Event Value] / [Total Events]
Event Tracking	Events per Visit with Event	[Total Events] / [Visits with Event]
Exceptions	Exceptions / Screen	[Exceptions]/[Screen Views]
Exceptions	Crashes / Screen	[Fatal Exceptions]/[Screen Views]
Goal Conversions	Per Visit Goal Value	[Goal Value] / [Visits]
Goal Conversions	Goal Conversion Rate	[Goal Completions] / [Visits]
Goal Conversions	Abandoned Funnels	[Goal Starts] - [Goal Completions]
Goal Conversions	Total Abandonment Rate	([Goal Starts] - [Goal Completions]) / [Goal Starts]
Internal Search	Avg. Search Results Views	[Search Result Views] / [Total Unique Searches]
Internal Search	% Visits with Search	[Visits with Search] / [Visits]
Internal Search	Avg. Search Depth	[Search Depth] / [Total Unique Searches]
Internal Search	Avg. Search Duration	[Time after Search] / [Total Unique Searches]
Internal Search	% Search Exits	[Search Exits] / [Total Unique Searches]
Internal Search	Search Goal Conversion Rate	[Goal Completions] / [Total Unique Searches]
Internal Search	Goal Value per Search	[Goal Value] / [Total Unique Searches]
Other	App Views per Visit	[App Views] / [Visits]
Other	Avg. Visit Duration	[Visit Duration] / [Visits]
Other	Actions per Social Visit	[Social Actions / [Unique Social Actions]
Other	Avg. User Timing (sec)	[User Timing (ms)] / [User Timing Sample]
Other	% New Visits	[New Visits] / [Visits]
Page Tracking	Entrances/Pageviews	[Entrances] / [Pageviews]
Page Tracking	Entrance Bounce Rate	[Bounces] / [Entrances]
Page Tracking	Bounce Rate	[Bounces] / [Visits]
Page Tracking	Pages/Visit	[Pageviews] / [Visits]
Page Tracking	Avg. Time on Page	[Time on Page] / ([Pageviews] - [Exits])
Page Tracking	% Exit	[Exits] / [Pageviews]
Page Tracking	Avg. Page Load Time	([Page Load Time] / [Page Load Sample]) * 0.001
Site Speed Avg.	Avg. Document Content Loaded Time (sec)	([Document Content Loaded Time (ms)]/[DOM Latency Metrics Sample])*0.001
Site Speed Avg.	Avg. Document Interactive Time (sec)	([Document Interactive Time (ms)] / [DOM Latency Metrics Sample])*0.001
Site Speed Avg.	Domain Lookup Time	([Domain Lookup Time] / [Speed Metrics Count]) * 0.001
Site Speed Avg.	Page Download Time	([Page Download Time] / [Speed Metrics Count]) * 0.001
Site Speed Avg.	Redirection Time	([Redirection Time] / [Speed Metrics Count]) * 0.001
Site Speed Avg.	Server Connection Time	([Server Connection Time] / [Speed Metrics Count]) * 0.001
Site Speed Avg.	Server Response Time	([Server Response Time] / [Speed Metrics Count]) * 0.001