True or False: When you share a link to a custom report, you share the data in the report.
Which of the following are true about segmentation? Select all that apply.
Segmentation can help you find the underlying causes of changes to your aggregate data.
Segmentation allows you to isolate and analyze subsets of your data.
Which of the following are examples of sources? Select all that apply.
You are interested in exploring metrics by campaign and traffic source. Which of the following sections will have this report information by default?
To calculate ROI correctly, Google Analytics needs (select all that apply)
Which of the following metrics would allow you to assess AdWords campaign profitability? (Select all that apply.)
Which of the following questions can be answered using the goal flow report?
Are there any steps in my conversion process that don’t perform well on mobile devices compares to desktop devices?
Are there a lot of unexpected exits from a step in the middle of my conversion funnel?
Do visitors usually start my conversion process from the first step or somewhere in the middle?
Is there a place in my funnel where traffic loops back to the beginning of the conversion process to start over?
Which campaign tracking variables are required in order to ensure accurate data shows for your campaigns in the “All Traffic” report? Select all that apply.
Which of the following Behavior metrics shows the number of sessions that included a view of a page?
Which of the following are possible uses of filters? Select all that apply.
Include only traffic from a particular campaign
Report on only a subdomain or directory
Exclude visits from a particular IP address
Replace complicated page URLs with readable text strings
Which of the following attribution models would be useful for evaluating ads and campaigns that are designed to create initial awareness about a brand?
First Interaction model
You should add Analytics tracking code to your site ____.
after implementation planning
Which of the following represents a macro conversion for an ecommerce site?
all of the above
Which of the following would be most useful for ranking pages according to revenue contribution?
Your ecommerce site sells colorful wrist watches that visitors can customize using a tool online. Which of the following represent(s) a micro conversion for your site? Select all that apply.
An email signup
use of the “customize your watch” tool
Which of the following would you use to exclude rows with fewer than 10 visits?
Which of the following would be valid segments to consider when looking at data? Select all that apply.
traffic by time of day
traffic by geography
traffic by device
traffic by marketing channel
Which of the following is true of ROI?
If Cost is $5 and Revenue is $5, your ROI is 0%.
Which of the following would you use to show two date ranges on the same graph?
A visitor comes to your site but stops looking at pages and generating events. Which of the following will occur by default?
The visitor’s session expires after 30 minutes of inactivity.
Which of the following are advantages of implementing Google Tag Manager?
You can add non-Google tags to your site without editing site code
You can add Google Analytics tags to your site without editing site code
You can add Ad Words tags to your site without editing site code
You can change configuration values in your mobile app without rebuilding a new binary
What is the first step of analytics planning?
Define your overall measurement plan and business objectives
A macro conversion
occurs when someone completes an action that’s important to your business
You publish articles by many different authors on your site. You want to create a report that shows the total number of pageviews for each author. Which of the following features will allow you to add author information to Google Analytics?
The URL for the homepage of your site is example.com/index. You would like this to appear as “/home” in your Pages report. How can this be achieved?
Use a Search and Replace custom filter on the Request URI field where Search String is “/index” and Replace String is “/home”
Which of the following AdWords reports would you use to investigate when you should modify your bidding during certain hours of the day to optimize conversions?
Your Multi-Channel Funnel reports have no data. What is the most likely reason?
You haven’t set up Goal Funnels
Your company has a website and a mobile app, and you want to track each separately in Google Analytics. How should you structure your account(s)?
one account, two properties
Which of the following most accurately describes the concept of attribution in digital analytics?
assigning credit for conversions
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?
Which of the following would most quickly allow you to determine whether the Google Analytics code snippet is working on a specific website page?
Which of the following metrics shows the number of times your ads were displayed?
Your business objective is to maximize the number of sales through your website. Which of the following metrics would most directly help you measure performance against this objective?
Ecommerce Conversion Rate
In the Linear attribution model,
each touchpoint in the conversion path shares equal credit for the conversion
Which of the following could be measured by defining a goal in Google Analytics? Select all that apply.
the percentage of visits that result in a site registration
the percentage of visits during which visitors spent at least two minutes on the site
Which of the following would prevent URL destination goal conversions from being recorded? Select all that apply.
No URL destination goals have been defined
The tracking code is missing from the conversion page
There was a misspelling the URL of the goal definition
The match type in the goal definition is incorrect
Which of the following metrics would be most useful in measuring how many conversions were initiated by Paid Search?
First Interaction (Click) Conversions*
Person A and person B each visits 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 ecommerce conversion rate for these two visits?
Which of the following are metrics? Select all that apply.
% New Visits
It’s important to have a clear measurement strategy to guide your implementation strategy and your data analysis. Which of the following business objectives would be most relevant for content publishers?
encourage engagement and frequent visitation
In order to set up ecommerce tracking, you need to ____. Select all that apply.
add an ecommerce campaign variable to your URLs
Which of the following is not a standard campaign parameter?
You want to explore traffic metrics by gender and age. Which of the following sections in Analytics will be most useful?
You’ve found that most of your customers initially learned about your brand via a display ad. Which of the following attribution models will give credit to display ads that introduced customers to your brand? Select all that apply.
First interaction attribution model
Linear attribution model
Using filters, you can ____. Select all that apply.
exclude data from a view
include data in a view
change how the data looks in your reports
Which of the following reporting dimensions would be useful to reference if you were rebuilding a website?
All of these dimensions
Which of the following are dimensions?
You want to measure the percentage of sessions during which the user clicks a “product details” button. Which of the following would you need to do in order to see this information?
track the button with an event and set up an event goal
You want to see the percentage of sessions in which a specific button was clicked. Which of the following would be most useful?
set up an event goal
Which of the following are examples of channels? Select all that apply.
Specifying a goal allows Google Analytics to calculate _____ (select all that apply)
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