Settings 

Annotations

What should be annotated?

• Major Marketing Campaigns
• Major Changes (end of a large PPC?)
• Development Changes (we are on it)
• Anything you feel is relevant 

Segments

Calculated Metrics

What are they?

• Derived metrics from standard / custom metrics
• Avg. User Duration {{Session Duration}} / {{Users}}
• Revenue per User {{Revenue}} / {{Users}}
• Cost per Brochure Download {{Adwords Cost}} / {{Brochure Downloads}}
• Used on Custom reports / Dashboards

Attribution Models

What are Attribution Models

• How you define what channel receives "the win"
• First, Last, Linear, Time Decay are all standard attribution models
• Last Attribution is the default

Default

Conversion Time