Digital Analytics is - ANSWER the analysis of quantitative data from your business, a process of continual improvement of the online experience, the analysis of qualitative data from your business, and the analysis of da
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Digital Analytics is - ANSWER the analysis of quantitative data from your business, a process of continual improvement of the online experience, the analysis of qualitative data from your business, and the analysis of data from your business and the competition
Digital analytics is the analysis of qualitative and ___ data from your business and the competition to drive a ___ of the online experience that your____ and potential customers have which translates to your desired____ - ANSWER quantitative, continual improvement, customers, outcomes
What is the first step of analytics planning? - ANSWER Define your overall measurement plan and business objectives
It's important to have a clear measurement strategy to guide your implementation strategy and your data analysis. What business objectives would be most relevant for content publishers? - ANSWER Encourage engagement and frequent visitation
The demographics and interest category information in Google Analytics comes from - ANSWER the DoubleClick third-party cookie
When do Google Analytics Terms of Service permit sending personally identifying information to Google? - ANSWER Never
A visitor comes to your site but stops looking at pages and generating events. What will occur by default? - ANSWER The visitor's session expires after 30 minutes of inactivity
What would you use to set up a custom alert? - ANSWER Intelligence
True or False: Once your GA data has been processed, it can not be changed. - ANSWER True
When GA processes data, one of the main tasks it completes is organizing hits into: - ANSWER Users and sessions
A session in GA consists of: - ANSWER Interactions or hits from a specific user over a defined period of time
By default an analytics session ends when inactive for: - ANSWER 30 minutes
You need to immediately find out whether people are viewing the new content that you just added today. What would be the most useful? - ANSWER Real-Time
What would you use to exclude rows with fewer than 10 visits? - ANSWER Table Filter
When would you want to increase the default sessions timeout length in GA? - ANSWER The average length of videos on your site is 35 minutes
Which are the four main parts of the GA platform? - ANSWER Collection, configuration, processing, and reporting
What are 4 session level interaction types? - ANSWER Ecommerce transaction, social interaction, pageview, event
During data processing, GA: - ANSWER transforms the raw data from collection using the configuration settings.
You can adjust sample size in GA by - ANSWER adjusting a control in the reporting interface
What is the hierarchy of the GA data model? - ANSWER User, Session, Interactions
What are 3 ways you could set targets for your measurement plan? - ANSWER historical site performance, third party industry benchmark data, internal expectations from your business leadership
T/F: The date range set for a dashboard doesn't apply to real time widgets since they only show data for current active users, not historical data - ANSWER True
During aggregation, GA - ANSWER organizes the collected data within database tables
What 4 configurations that permanently modify your data during the processing stage? - ANSWER Channel groups, content groups, filters, goals
The process GA uses to retrieve data from large complex data sets faster is called - ANSWER Sampling
You should add analytics tracking code to your site - ANSWER after implementation planning
You should include GA tracking code on every page of a website you want to track. True or False? - ANSWER True
How would you determine whether the GA code snippet is working on a specific website page? - ANSWER Real time
T/F: to collect mobile application data with GA, you should implement the exact same code you use for your website tracking. - ANSWER False
What four technologies on your site influence how you implement analytics? - ANSWER Server redirects, query string parameters, flash and ajax events, responsive web design
The code snippet for tracking websites with GA is written in - ANSWER Javascript
What platforms is GA capable of tracking? - ANSWER User activity on a website, mobile website, mobile application, gaming console, any digitally connected device
What would you use to send data from a website to GA? - ANSWER JavaScript tracking code
What would you use to send data from a web connected point-of-sale system to GA? - ANSWER Measurement Protocol
It is recommended that you place the GA javascript tracking code - ANSWER just before the closing tag
The tracking code in GA - ANSWER connects data to your specific GA account, sends data back to your GA analytics account for reporting, identifies new and returning users
T/F: The same type of GA tracking code should be used for both a website and a mobile app. - ANSWER False
In order to distinguish between users on web pages, GA - ANSWER creates anonymous unique identifiers using first-party cookies
T/F: Third party data may be joined with the GA data collected via the tracking code - ANSWER True
How is GA able to determine if a group of website interactions are all from the same user device? - ANSWER By setting a unique ID for the device that is attached to each hit
T/F: Rather than using the random numbers that the tracking code creates, you can override the unique ID with your own number - ANSWER True
T/F: The order in which filters appear in your view settings matters. - ANSWER True. Filters are executed in the order in which they appear.
What are possible uses of filters? - ANSWER Replacing complicated page URLs with readable text strings, report on only a subdomain or directory, include only traffic coming from a particular campaign, exclude visits from a particular IP address
Why is it important that you maintain on unfiltered view when using filters with your Analytics account? - ANSWER An unfiltered view ensures that the original data can always be accessed.
Your company has a website and a mobile app, and you want to track each separately in GA. How would you structure your account (s)? - ANSWER One account, two properties
What are possible uses of views within a single GA account? - ANSWER To look more closely at traffic to a specific part of a site, to limit a user's access to a subset of data, to look more closely at traffic to a specific subdomain
You want a second view of your data where you only see traffic to a specific subdirectory. What is the best way to set this up? - ANSWER Create a duplicate view and add a filter: select "include only traffic to a subdirectory" from the Filter Type drop down and specify the subdirectory.
Using filters, you can: - ANSWER exclude data from a view, change how the data looks in your reports, include data in a view
What represents the hierarchical structure of a GA account from top to bottom? - ANSWER Account, property, view
To view data from two websites in aggregate using GA you must - ANSWER use the same tracking ID on both sites
Filters can modify the data in your GA reports by: - ANSWER including data, excluding data, changing how data looks in reports
How would you show two date ranges on the same graph? - ANSWER Date comparison
What reporting tool would you use to show two rows of data on the same graph? - ANSWER Plot Rows
Which Audience report would you use to see how often users return to your site? - ANSWER Frequency and Recency Reports
The URL for the homepage of your site s example.-com/index. You would like this to appear as "/home" in your pages report. How can this be achieved? - ANSWER Use a search and replace custom filter on the Request URI field where Search strings is "/index" and Replace string is "/home"
What would be the most useful for ranking pages according to revenue contribution? - ANSWER Page value
To see the bounce rate of a specific medium in an Acquisitions report: - ANSWER change the primary dimension in the channels report to "medium" and view the bounce rate metric, change the primary dimension in the source/medium report to "medium" and view the bounce rate metric
What type of traffic will show up in the Campaigns report? - ANSWER Visits from Google AdWords campaigns that have auto tagging enabled, visits from all links tagged with the utm_campaign parameter
Which report allows you to identify the terms visitors use to conduct searches within your site? - ANSWER Site Search report
The Site Search reports show - ANSWER how users search your site
Which audience report would you use to see how your site performance differs between desktop, smartphone and tablet users? - ANSWER Mobile reports
You are interested in identifying the most popular content on your site. Which section will have this report information by default? - ANSWER Behavior
T/F: When you share a link to a custom report, you share the data in the report. - ANSWER False- sharing a link to a custom report only shares a template for the report.
What types of data can be collected and reported in the Site Speed reports? - ANSWER Button click response time, how quickly images load, page load time for a sample of page views on your site, how quickly the browser parses a page and makes it available for user interaction
Which reporting tool would you use to exclude any rows of a report with fewer than 50 visits? - ANSWER Table filter
Which Audience report would you use to determine whether first-time site visitors or repeat site visitors spend more time on your site on average? - ANSWER New vs. Returning reports
T/F: It is possible to customize the default channels in the Channels report and create your own custom channels from scratch - ANSWER True
Which Behavior report would you use to identify the pages of your site that have the highest bounce rate as the first page of a user's session? - ANSWER Landing pages
Which Behavior report could you use to find new keyword ideas for your search advertising campaigns? - ANSWER Site search
What is required to create a custom report? - ANSWER A report title must be entered, at least one metric and one dimension must be added
T/F: Custom reports will only display data for the date range selected at the time the report is created - ANSWER False
If the data for a report you request is stored in a standard aggregate table, it will never be sampled in GA - ANSWER True
If you decrease the sample size for a report, more sessions will be used to calculate the report and it will take longer to generate - ANSWER True
You can adjust the sample size by - ANSWER Adjusting a control in the reporting interface, specifying the sample size when querying the API
Which campaign tracking variables are required in order to ensure accurate data shows for your campaigns in the "all traffic" report? - ANSWER Umm_campaign, utm_source, utm_ medium
What is not a standard campaign parameter? - ANSWER utm_adgroup
What is the purpose of the URL Builder - ANSWER to generate a URL with tracking parameters
Which is the recommended parameter for identifying different versions of an ad? - ANSWER utm_content
For each user who comes to your site, Google Analytics automatically captures which traffic dimensions? - ANSWER Source and medium
Which traffic mediums are automatically tracked by Google Analytics without extra tagging or account linking? - ANSWER Referral, organic, none (when the traffic source is direct)
Which campaign tracking variables should you always use when manually tagging a URL - ANSWER utm_source, utm_medium, utm_campaign
Which should you manually tag with campaign tracking variables? - ANSWER Banner ads, Non-AdWords CPC campaigns, email campaigns
List three examples of channels - ANSWER Organic Search, Display, Email
List four examples of sources - ANSWER example.com, mail.google.com, direct, google
What is an example of Medium? - ANSWER Email
What are default mediums in Google analytics? - ANSWER Cpc, referral, organic, email
List four Channels that are a part of Default Channel Grouping - ANSWER Display, Direct, Social, Organic
You are interested in exploring metrics by campaign and traffic source. Which section would have this report information by default? - ANSWER Acquisition
What can be measured by defining a goal in Google Analytics? - ANSWER The percentage of visits that contain only one page view, the percentage of visits during which visitors spent at least two minutes on the site, the percentage of visits that result in a site registration , conversion rate
When configuring a goal, why is it useful to assign a goal value? - ANSWER To attribute monetary value to non-commerce conversions
What questions can be answered using a goal flow report? - ANSWER Is there a place in my funnel where traffic loops back to the beginning of the conversion process to start over? Are there a lot of unexpected exits from a step in the middle of my conversion funnel? Are there any steps in my conversion process that don't perform well on mobile devices compared to desktop devices? Do visitors usually start my conversion process from the first step or somewhere in the middle?
You have defined goal X such that any PDF download qualifies as a goal conversion. A user comes to your site once and downloads five PDFs. How many goal conversions will be recorded? - ANSWER 1
Setting up goals allows you to see - ANSWER conversion rates
Your web property is www.example.com. You set up a URL goal of /thankyou and a match type of begins with. What URLS will count as goals? - ANSWER /thankyou.html, /thankyou/receipt.php, and /thankyou.php
Specifying a goal value allows Google Analytics to calculate - ANSWER Goal revenue
When configuring a goal, why is it useful to assign a goal value - ANSWER to attribute monetary value to a non e-commerce site
What would prevent URL destination goal conversions from being recorded? - ANSWER There was a misspelling in the URL of the goal definition, the tracking code is missing from the conversion page, the match type in the goal definition is incorrect, no URL destination goals have been defined
What best defines a destination goal in GA - ANSWER a website page viewed by the user once they have completed a desired action
You define a destination goal by - ANSWER specifying the conversion page in your view settings within Google Analytics
What is required in order to see data for each page of a three page conversion process in the Goal Flow report? - ANSWER You must set up a goal for the conversion, you must set up each of the three pages as a funnel step in the goal settings
Google Analytics Goals let you specify - ANSWER which interactions should be used to calculate conversions
Your eccomerce site sells watches that visitors can customize using a tool online. What would represent as a micro conversion for your site? - ANSWER Use of the customize your watch tool
What reprints a macro conversion for an commerce site? - ANSWER A completed sales transaction
You run a heavy-machinery business and use your website to generate sales leads for high-priced items. What action would be considered the main macro conversion? - ANSWER A potential customer fills out and submits a lead form
A macro conversion - ANSWER occurs when someone completes an action that's important to your business
Person A and person B each visit your commerce site once. During her visit, Person A buys one of your products. Then before leaving the site, she makes another purchase. Person B buys nothing. What is your e-commerce rate for these two visits? - ANSWER 100%
You want to know whenever weekly revenue for your spring sale campaign increases or decreases by 10%. How would you do this? - ANSWER Intelligence Alerts
What is true of ROI - ANSWER If cost is $5 and Revenue is $5 your ROI is 0%
To Calculate ROI correctly, Google Analytics needs - ANSWER Cost and revenue
Which of the following should you not collect with the Google Analytics commerce Javascript? - ANSWER credit card number
In order to set up e-commerce tracking you need to - ANSWER enable e-commerce tracking in at least one of the views for a property, and add e-commerce tracking javascript to your receipt page or transaction complete page
What questions can you answer with the E-commerce reports? - ANSWER Which product category brings in the most revenue for my business? what are the ten most frequently purchased products on my site? what products did a visitor purchase together in the same transaction? What is the average order value of the transactions placed on my site?
What AdWords report would you use to investigate when you should modify your bidding during certain hours of the day to optimize conversions - ANSWER Hour of Day
If a paid keyword has an assisted/Last click or direct conversion value of .5 what is true? - ANSWER The keyword played an assist role less often than it played a last click role
You want to evaluate the landing pages you are using for Adwords ads. What dimension would be the most useful? - ANSWER Destination URL
What would help you determine the conversion value of a paid keyword - ANSWER multi-channel funnels
What metric would allow you to assess AdWords campaign profitability? - ANSWER ROI
What are the possible ways to view the dimension "Ad Content" in your Google Analytics AdWords reports? - ANSWER Switch the primary dimension in the AdWords Keywords report to Ad Content, add Ad Content to the campaigns report as a secondary dimension
What Google Analytics dimensions are only available for AdWords Traffic? - ANSWER Matched Search Query, Query Match Type, Placement Domain
What would be most useful in measuring how many days passed between the first visit to a site and the eventual conversion? - ANSWER Time Lag
Your multi-channel funnel reports have no data. What is the most likely reason? - ANSWER You haven't implemented Goals or Ecommerce
You've noticed that many users visit your site several times before converting and you want to understand in more detail how they arrive at your site. What metric would be most helpful in showing you whether a keyword is part of a conversion path? - ANSWER Assisted conversions
What is Bounce rate? - ANSWER The percentage of visits when a visitor viewed only one page and then exited without a second interaction on the site.
Why might a site have a high bounce rate? - ANSWER The ads that bring the users to the site set different expectations than the landing page, the site only has one page, the page that your users land on doesn't have enough information or a good call-to-action
T/F: In order to see data in the Multi-Channel Funnel reports you must first implement Goals or Ecommerce - ANSWER True
Which Multi-Channel Funnels report would you use to see the most common sequences of marketing touch points that lead to conversions on your site or app? - ANSWER Top Conversion paths
Google Analytics can recognize returning users - ANSWER on websites, iOS mobile apps, android mobile apps
You've found that most of your customers initially learned about your brand via a display ad. Which attribution models will give red to display ads that introduced customers to your brand? - ANSWER first interaction attribution model, linear attribution model, position based attribution model
Channel X has an Assisted/ Last interaction conversion value of exactly 1. This means that - ANSWER Channel X equally assists and completes conversions
In the Linear attribution model - ANSWER each touchpoint in the conversion path share equal credit for the conversion
What most accurately describes the concept of attribution in digital analytics? - ANSWER Assigning credit for conversions
Which attribution model would be useful for evaluating ads and campaigns that are designed to create initial awareness about a brand? - ANSWER First Interaction Model
A customer visits your site four times in a month before making a $100 purchase on your site. She first comes to your site by clicking on a search ad, then a social media ad, then another search ad and finally a display ad. If you're using a linear attribution model, how much conversion credit could be assigned to the last display ad? - ANSWER $25
What suggests a poorly performing landing page? - ANSWER Bounce Rate > 90%
What Behavior metrics shows the number of sessions that included a view of a page? - ANSWER Visits
What are valid scopes for dimensions? - ANSWER User level, session level, hit level
You want to explore traffic metrics by gender and age. Which section in Analytics will be most useful? - ANSWER Audience
What measures traffic volume? - ANSWER Visits
What reporting dimensions would be useful to reference if you were rebuilding a website? - ANSWER Browser, Device category, language
What metrics shows the number of times your ads were displayed? - ANSW
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