Google Analytics Exam

Which of the following are metrics? Select all that apply.

% New Visits Pageviews

"Digital analytics" is the analysis of qualitative and (a) ___________________ data from your business and the competition to drive a (b) ___________________ of the online experience that your (c) ___________________ and potential customers have which translates to your desired (d) ___________________.

(a) quantitative, (b) continual improvement, (c) customers, (d) outcomes

What does Google Analytics use to differentiate new and returning users?

-A browser cookie -A randomly-assigned unique identifier

By default, an Analytics session ends when inactive for:

30min

In Google Analytics, what is a "secondary dimension"?

An additional dimension you can add to a report for more specific analysis.

Which of the following would you use to send data from a website to Google Analytics?

JavaScript tracking code

Which of the following would be most useful for ranking pages according to revenue contribution?

Page value

Which of the following are dimensions?

Region

Which of the following would be most useful in measuring how many days passed between the first visit to a site and the eventual conversion?

Time Lag

T/F Auto-tagging is the process in which AdWords can automatically tag your AdWords URLs.

True

Sit Search report shows

how users search your site

Google Analytics Goals let you specify:

which interactions should be used to calculate conversions

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?

$25 Note: The conversion credit is calculated as follows: purchase value/touch-points in the conversion path = 100/4 = 25

What will happen if a user clears the Analytics cookie from their browser? (select all that apply)

-Analytics will not be able to associate user behavior data with past data collected -Analytics will set a new unique ID and browser cookie the next time a browser loads a tracked page

Which of the following are possible uses of views within a single Google Analytics account?

-To look more closely at traffic to a specific part of a site (a page or selection of pages) -To limit a user's access to a subset of data -To look more closely at traffic to a specific subdomain

What platforms is Google Analytics capable of tracking? Check all that apply.

-User activity on a website -User activity on a mobile website -User activity on a mobile application -User activity on a gaming console -User activity on any digitally connected device

Which of the following would prevent data from appearing in a Custom Report? (select all that apply)

-You've applied a filter that filters out all of your data -You have included dimensions and metrics of different scopes

The reporting APIs can be used to:

-automate complex reporting tasks -retrieve Google Analytics data for use in your own applications -build your own dashboard with Google Analytics data

Which of the following types of data can be collected and reported in the Site Speed reports?

-button click response time -how quickly images load -page-load time for a sample of pageviews on your site -how quickly the browser parses a page and makes it available for user interaction

Session level interactions include..

-ecommerce transaction -social interaction -pageview -event

In order to set up ecommerce tracking, you need to_________. Select all that apply.

-enable ecommerce tracking in at least one of the views for a property -add ecommerce tracking JavaScript to your receipt page or "transaction complete" page

Which of the following are examples of Sources?

-example.com -mail.google.com -(direct) -google ALL of these are possible Sources.

What are some "hit" types tracked by Google Analytics?

-pageview -events -transactions

Which of the following are possible uses of filters?

-replace 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 ALL of these are possible uses of filters

Digital Analytics is

-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 -the analysis of data from your business and the competition ALL ARE CORRECT

You can retrieve Google Analytics reporting data through the following methods:

-the reporting interface -an API

Each query sent to the Reporting API must specify:

-the start and end dates -which metrics to display -the ID of the account view that the data should be retrieved from

If the Google Merchandise Store sets up a URL goal of "/thankyou" and a Match Type of "Begins with", which of the following pages on www.googlemerchandisestore.com will count as goals?

/thankyou.html /thankyou.php /thankyou/receipt.php ALL

If a user watches a video with event tracking three times in a single session, the number of Unique Events will be counted as:

1

If you define an event goal of playing a video, and a user plays that same video three times in the same session, how many Goal conversions will Google Analytics record?

1

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?

1

To track website behavior data with Google Analytics, which steps will you need to complete?

1-Create an Analytics account 2-Add the Analytics tracking code to each page of your site

If you delete a view, account administrators can recover the view using the "trash can" function within how many days?

35

What setting must you enable to see data in Demographics and Interests Reports?

Advertising features

If you wanted to see which pages on your site get the most traffic and highest engagement, which report can you view?

All Pages report

In Google Analytics, what is a "dimension"?

An attribute of a data set that can be organized for better analysis.

If you wanted to see a visual representation of which pages users entered your website on, what report should you view?

Behavior Flow report

How is Google Analytics able to determine if a group of website interactions are all from the same user device?

By setting a unique ID for the device that is attached to each hit

Channel X has an Assisted/Last Interaction Conversion value of exactly 1. Which of the following is true?

Channel X equally initiates and assists conversions Channel X always initiates conversions Channel X is always the last click before conversion NONE of these are true Note: The correct answer would be Channel X equally assists and completes conversions.

T/F If data is excluded from a view using a filter, it may be recovered within thirty days.

False

T/F New views can include website data from before the view was created.

False

T/F Segments are applied before sampling, so even if your data is being sampled, your segments will not be.

False

T/F The same type of Google Analytics tracking code should be used for both a website and a mobile app.

False

True or False: To collect mobile application data with Google Analytics, you should implement the exact same code you use for your website tracking.

False

Which of the following Behavior reports 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?

Landing Pages

What are the three different campaign tags that Google Analytics requires for accurate campaign tracking?

Medium, Source and Campaign

Which of the following Audience reports would you use to determine whether first-time site visitors or repeat site visitors spend more time on your site on average?

New v.s. Returning reports

What channels are included by default in the Channels report? (select all that apply)

Organic Search Direct Display

Which of these may be imported to define a remarketing audience? (select all that apply)

Pre-defined Segment Custom Segment

Which of the following metrics would allow you to assess AdWords campaign profitability? (Select all that apply)

ROI

You need to immediately find out whether people are viewing the new content that you just added today. Which of the following would be most useful?

Real-Time

Which of the following would most quickly allow you to determine whether the Google Analytics code snippet is working on a specific website page?

Real-time

If you wanted to work with other websites to send traffic to your pages, which report can provide you with some potential ideas for partners?

Referrals report

Which of the following are true about segmentation?

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 reports allows you to identify the terms visitors use to conduct searches within your site?

Site search report

For each user who comes to your site, Google Analytics automatically captures which of the following Traffic Source dimensions?

Source and Medium

Which of the following reporting tools would you use to exclude any rows of a report with fewer than 50 visits?

Table filter

How could you discover whether users were viewing your website on mobile devices?

The devices report under "mobile"

If a paid keyword has an Assisted/Last Click or Direct Conversion value of .5, which of the following is true?

The keyword played an assist role less often than it played a last click role In this example the value is 0.5. That means for example 5 assists and 10 last click or direct conversions = 5/10 = 0,5. If the value would be about 1, the paid keyword played equally an assisted and completed role. If the value would be greater than 1, the keyword played an assisted role.

Which of the following could be measured by defining a goal in Google Analytics? Check all that apply.

The percentage of sessions that result in a site registration The percentage of sessions which contain three or more pageviews The percentage of sessions during which users spend at least 2 minutes on the site

In Google Analytics, what is the "Bounce Rate"?

The percentage of visits when a user landed on your website and exited without any interactions

Which of the following AdWords reports would you use to investigate whether you should modify your bidding during certain hours of the day to optimize conversions?

Time of Day

When configuring a goal, why is it useful to assign a goal value?

To attribute monetary value to non-ecommerce conversions

You want to measure the percentage of sessions during which the user clicks a "product detail" 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

If you install the same default tracking code on pages with different domains, Analytics will count these users and sessions separately.

True

T/F A user with "edit" permissions at the Account level will automatically have "edit" permissions at the Property and View levels.

True

T/F Google Analytics filters data in the order in which the filters are set.

True

T/F Rather than using the random numbers that the tracking code creates, you can override the unique ID with your own number.

True

T/F Similar to the JavaScript and mobile SDKs, you'll need to include a tracking ID with each hit collected by the Measurement Protocol.

True

T/F The measurement protocol can collect and send user activity data to Google Analytics from any web-connected device, such as a ticket kiosk.

True

T/F Third-party data may be joined with the Google Analytics data collected via the tracking code.

True

True or False. In order to see data in the Multi-Channel Funnels reports you must first implement Goals or Ecommerce.

True

True or False. It is possible to customize the default channels in the Channels report and create your own custom channels from scratch.

True

You should include Google Analytics tracking code on every page of a website you want to track.

True

t/f If the data for a report you request is stored in a standard aggregate table, it will never be sampled in Google Analytics.

True

True or False: The order in which filters appear in your view settings matters.

True. Filters are executed in the order in which they appear.

Custom Reports in Google Analytics let you do which of the following?

Use multiple dimensions together in the same report Create a report with Custom Metrics Use a Custom Dimension as a primary dimension

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?

Use of the "customize your watch" tool

Applying segments to your reports can help you isolate data for which of the following groups?

Users 25 to 34 years of age who have their browser set to Spanish Users that viewed a page on your website and then watched a video Users that engaged in your social media or email campaigns

Which of the following is an example of adding internal context to your data? Choose one.

Using your site's historical monthly visits data to set a future monthly visits target.

Which of the following are measures of traffic volume?

Visits

In Google Analytics, what is "remarketing"?

When you show users targeted ads to bring them back to your website and encourage a conversion

Which of the following questions could you answer with the Ecommerce reports?

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?

Your Multi-Channel Funnel reports have no data. What is the most likely reason?

You haven't implemented Goals or Ecommerce

You can create custom segments using which of the following criteria?

a) Dimensions b) Metrics c) Session dates d) Sequences of user actions

Which of the following Channels is part of the Default Channel Grouping?

a) Display b) Direct c) Social d) Organic e) All of these are part of the Default Channel Grouping.-- Yes

Which of the following questions can be answered using the goal flow report?

a) Is there a place in my funnel where traffic loops back to the beginning of the conversion process to start over? b) Are there a lot of unexpected exits from a step in the middle of my conversion funnel? c) Are there any steps in my conversion process that don't perform well on mobile devices compared to desktop devices? d) Do visitors usually start my conversion process from the first step or somewhere in the middle? e) ALL of these can be answered using the goal flow report.--Yes

Which of the following could be measured by defining a goal in Google Analytics?

a) The percentage of visits that contain only one page view b) The percentage of visits during which visitors spent at least two minutes on the site c) The percentage of visits that result in a site registration d) Conversion rate e) All of these could be measured by defining a goal in Google Analytics--Yes

Which of the following would prevent URL destination goal conversions from being recorded?

a) There was a misspelling in the URL of the goal definition b) The tracking code is missing from the conversion page c) The match type in the goal definition is incorrect d) No URL destination goals have been defined ALL

Which of the following is not a default Medium in Google Analytics?

a) cpc b) referral c) organic d) email c) ALL of these are default Mediums.-- Yes

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.

a) utm_campaign c) utm_source d) utm_medium

Which of the following is a valid tagged custom campaign? Select all that apply.

a) www.example.com?utm_medium=email&utm_source=newsletter1&utm_campaign=spring b) www.example.com?utm_medium=referral&utm_source=example&utm_campaign=winter c) www.example.com?utm_medium=cpc&utm_source=mysearch&utm_campaign=spring&utm_term=backpacks d) www.example.com?utm_campaign=fall&utm_medium=email&utm_source=newsletter1&utm_content=a1

You can adjust sample size in Google Analytics by

adjusting a control in the reporting interface

You should add Analytics tracking code to your site___________________

after implementation planning

Which of the following are examples of channels? Select all that apply.

b) Organic Search d) Display e) Email

Which of the following is the correct format for a custom campaign parameter added to a URL? (select all that apply)

b) www.googlemerchandisestore.com/?utm_campaign=fallsale c) www.googlemerchandisestore.com/?utm_campaign=fall_sale

Which of the following statements are true? Check all that apply a) If you make a mistake with a configuration setting on a view, you can always reprocess the data to fix it. b) To view data from two websites in aggregate using Google Analytics, you must use the same tracking ID on both sites. c) Once a view is deleted it can be restored using the trash can feature. d) When a new view is created, it will show the historical data from the first view you created for the property.

b+c

During aggregation, Google Analytics: a) exports the collected data into a Google Spreadsheet b) organizes the collected data into pivot tables c) organizes the collected data within database tables d) samples the data immediately

c) organizes the collected data within database tables

Google Analytics stores mobile app usage data locally on the device and sends it to the Analytics account later using a batch process called:

dispatching

In the Linear attribution model,

each touchpoint in the conversion path share equal credit for the conversion

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

Which of the following is a "source" in Google Analytics? (select all that apply)

googlemerchandisestore.com (direct) Google

You can combine a metric X with a dimension Y in Google Analytics

if X and Y have the same scope Explanation: Not every metric can be combined with every dimension. Each dimension and metric has a scope: users, sessions, or actions. It only makes sense to combine dimensions and metrics that share the same scope. For example, Sessions is a session-based metric so it can only be used with session-level dimensions like Source or City. It would not be logical to combine Sessions with an action-level (or, hit-level) dimension like Page.

It is recommended that you place the Google Analytics javascript tracking code:

just before the closing </head> tag

Google Analytics can recognize returning users

on websites, iOS mobile apps, Android mobile apps

Which of the following traffic mediums are automatically tracked by Google Analytics without extra tagging or account linking? Check all that apply.

referral organic (none), when the traffic source is "direct"

Which two metrics below would be the best KPIs for measuring the performance of an ecommerce business?

revenue and average order value

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 would be valid segments to consider when looking at data?

traffic by device traffic by geography traffic by marketing channel traffic by time of day ALL of the above

Which of the following would be valid segments to consider using to analyze traffic patterns in your data?

traffic by time of day traffic by device category traffic by marketing channel traffic by geography ALL

During data Processing, Google Analytics:

transforms the raw data from Collection using the Configuration settings

Which of the following are valid scopes for dimensions?

user level, session level, hit level

When Google Analytics processes data, one of the main tasks it completes is organizing hits into:

users and sessions

Which is the recommended parameter for identifying different versions of an ad?

utm_content

Which campaign tracking variables should you always use when manually tagging a URL?

utm_source, utm_medium, utm_campaign

How many segments does Google Analytics allow you to compare at once?

4

What is the maximum duration that a user can be included in a remarketing audience that you've defined?

540 days

You are interested in identifying the most popular content on your site. Which of the following sections will have this report information by default?

Behavior

To use Analytics to track user behavior on your website, what must you add to each page of your site?

Google Analytics tracking code

What four parameters can you include with an event hit for reporting?

Category, Action, Label, Value

What are configurations that permanently modify your data during the processing stage?

Channel Groups Content Groups Filters Goals

How do you increase the amount of data in a sampled Google Analytics report?

Choose "Greater precision" in the sampling pulldown menu

If you wanted to group an audience based on their acquisition date and then compare behavior metrics over a series of weeks, which report should you use?

Cohort Analysis report

Which are the four main parts of the Google Analytics platform?

Collection, Configuration, Processing, and Reporting

If you wish to see if report data is performing above or below the website average, which Google Analytics visualization should you choose?

Comparison view

Which report can show you how well particular sections of your website content performed<

Content drill down

Setting up goals allows you to see________.

Conversion rates

To calculate ROI correctly, Google Analytics needs (select all that apply)

Cost and Revenue

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?

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

If you wish to collect data from two related websites with different domains in a single Google Analytics property, what feature must you set up?

Cross-domain tracking

If you wanted to view data in reports by different user categories such as Bronze, Gold, and Platinum status levels, what Google Analytics feature would you set up to collect this data?

Custom Dimension

To set up Dynamic Remarketing, what do you need to create in the Google Analytics Admin area?

Custom Dimension

If you wanted to collect the number of comments users posted to a webpage on your site, which of these would you set up?

Custom Metric

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?

Data Import

Which of the following technologies or features can be used to add data to Google Analytics?

Data Import and Measurement Protocol

What would you use to compare two date ranges in a report?

Date range comparison

What is the first step of analytics planning?

Define your overall measurement plan and business objectives

Which of the following should be the first step you complete during the analytics planning process?

Define your overall measurement plan and business objectives

You want to evaluate the landing pages you are using for AdWords ads. Which of the following dimensions would be most useful?

Destination URL

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

Which of the following are examples of Mediums? Select all that apply.

Email Others are Organic, CPC, Referral, None (Direct Traffic). Example.com and Google are Sources.

True or False. Custom Reports will only display data for the date range selected at the time the report is created.

False

When you create a Goal in Google Analytics, you must set up a funnel visualization.

False

You can apply a Custom Dimension to data you collected before you created the dimension and made it active.

False

True or False: When you share a link to a custom report, you share the data in the report.

False: Sharing a link to a custom report only shares a template for the report.

If you wanted to see reports in a view with only data for users from the U.S. and Canada, which of these filters could you apply?

Filter 1: include U.S. and Canada

Which of the following metrics would be most useful in measuring how many conversions were initiated by Paid Search?

First Interaction (Click) Conversions

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 Position Based attribution model

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

If you wanted to view a static, sortable table that displays rows of data, which type of Custom report should you create?

Flat table

A macro conversion

Occurs when someone completes an action that's important to your business

The process Google Analytics uses to retrieve data from large, complex data sets faster is called:

Sampling

Which of the following are dimensions?

Screen resolution Region

Which of the following reporting tools would you use to show the dimension "city" next to the dimension "source" in a report?

Secondary dimension

Which of the following are true about segmentation? Check all that apply.

Segmentation allows you to isolate and analyze subsets of your data. Segmentation can help you find the underlying causes of changes to your aggregate data.

You define a Destination goal by:

Specifying the conversion page in your view settings within Google Analytics

Once Google Analytics processes the data it collects, it's stored in a database where it can't be changed.

TRUE

Once your Google Analytics data has been processed, it can not be changed.

TRUE

Which of the following would you use to exclude rows with fewer than 10 visits?

Table filter

To set up Dynamic Remarketing for a retail vertical, what must you link your AdWords account to?

The Google Merchant Center

To send data to Google Analytics from a web-connected device like a point-of-sale system, what must you use?

The Measurement Protocol

If you would like to quickly generate campaign tags for tracking, what tool should you use?

The URL Builder

Why might a site have a high Bounce Rate? Check all that apply.

The ads that bring the users to the site set different expectations than the landing page. The site only has one page (e.g. a simple blog). The page that your users typically land on doesn't have enough information or a good call-to-action.

You can change the default 30 minute session timeout in Google Analytics

The average length of videos on your site is 35 minutes.

Which report would best help you identify potential browser issues with your website traffic?

The browser and OS report

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

If an app gets uninstalled and then reinstalled, Google Analytics will have to create a new unique identifier on the device instead of matching the session as coming from a returning user.

True

True or False. 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.

True

You can change the default 30 minute session timeout in Google Analytics

True

You can only pair metrics with dimensions if they are both in the same scope.

True

The following are examples of metrics:

Unique visitors Average visit duration

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 Strings is "/index" and Replace String is "/home"

If you wanted to create a Custom Dimension to view data about users who logged into your website, what scope would you apply?

User

What does the "Users" metric measure?

Users that had at least one session on your site in the given date range

Which of the following groups could you target with Dynamic Remarketing? (select all that apply)

Users who viewed your homepage Users who viewed product detail pages Users who abandoned their shopping carts

Which of these are remarketing audiences that you can define? (select all that apply)

Users who visited a specific page on your website Users who played a video on your website Users who purchased a product on your website

What is the hierarchy of the Google Analytics data model?

Users> Sessions> Interactions

What are the two methods of importing external data into Google Analytics using Dimension Widening?

Using the API Uploading a spreadsheet or CSV file

Which of the following Behavior metrics shows the number of sessions that included a view of a page?

Visits

Multi-channel Funnel reports can credit conversions across which of these channels? (select all that apply)

Website referrals Paid and organic search Custom campaigns

You want to create a report comparing the performance of pages on your site and decide to use the following dimensions and metrics: Page Title, Avg. Visit Duration, Goal 1 Conversion Rate. Which of the following statements is true about this report?

Google Analytics will allow you to create this report, but the report does not make sense since you chose to combine session-level metrics with the hit-level dimension Page Title.

AdWords lets users advertise on which properties?

Google Search Google Display Network

Custom Metrics can have which of the following scopes? (select all that apply)

Hit and Product

What are the four scopes available for dimensions and metrics?

Hit-level, session-level, product-level, or user-level scope

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?

Hour of the Day

Which of the following is true of ROI?

If Cost is $5 and Revenue is $5, your ROI is 0% Note: ROI is calculated like this: revenue minus cost / cost = (5 - 5)/5 = 0/5 = 0

The code snippet for tracking websites with Google Analytics is written in:

JavaScript

Where in the HTML of your webpage should you place Analytics tracking code?

Just before the closing </head> tag of your website

How can you add data to Google Analytics from other sources? (select all that apply)

Link your AdWords account to Google Analytics to import advertising data Use Cost Data Upload to import click and cost data from non-AdWords campaigns Import a .csv file into Google Analytics to attach new dimensions to existing dimensions

Which of the following are examples of Goals in Google Analytics? (select all that apply)

Making a purchase Signing up for a newsletter Submitting a contact information form

Create a goal in the "Master Profile" for the website to match the following pages: www.mysite.com/thankyou/shoes www.mysite.com/thankyou/shirt www.mysite.com/thankyou What match type and URI pattern did you use to create the goal in your account?

Match type: Begins with; URI pattern: /thankyou

Which of the following Google Analytics dimensions are only available for AdWords traffic?

Matched Search Query Query Match Type Placement Domain

Which of the following would you use to send data from a web connected point-of-sale system to Google Analytics?

Measurement Protocol

Which of the following Audience reports would you use to see how your site performance differs between desktop, smartphone and tablet users?

Mobile reports

Which of the following would help you to determine the conversion value of a paid keyword?

Multi-Channel Funnels

When do Google Analytics Terms of Service permit sending personally identifying information (PII) to Google?

NEVER

The demographics and interest category information in Google Analytics comes from...

the DoubleClick third-party cookie

Which of these is NOT a benefit of using segments in your data analysis?

You can permanently modify the data in your view

Which of the following are required in order to see data for each page of a three-page conversion process in the Goal Flow report?

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.

Which of the following could you use to set targets for your measurement plan? Check all that apply. a) Your historical site performance b) Third-party industry benchmark data c) Internal expectations from your business leadership d) A random guess

a b c

Which of the following represents a macro conversion for an ecommerce site?

a completed sales transaction

To add external data to Google Analytics using the Data Import feature, you must have:

a key that links the imported data with Google Analytics

Which of these are Goal types in Google Analytics?

a) Destination b) Duration c) Pages/Screens per session d) Event

Which of the following techniques would you use to exclude rows with fewer than 10 visits from a report table?

apply a table filter

Which of the following most accurately describes the concept of attribution in digital analytics?

assigning credit for conversions

In order to distinguish between users on web pages, Google Analytics:

creates anonymous unique identifiers using first-party cookies

Which of the following should you NOT collect with the Google Analytics ecommerce JavaScript?

credit card number

When will Google Analytics end a default session?

When a user is inactive on your site for 30 minutes or more or closes a browser window

Your web property is "www.example.com". You set up a URL goal of "/thankyou" and a Match Type of "Begins with". Which of the following URLs will count as goals?

www.example.com/thankyou.html www.example.com/thankyou/receipt.php www.example.com/thankyou.php ALL

Which campaign parameter is NOT standard in Google Analytics?

utm_adgroup

To find your the Analytics tracking code, which sequence of steps should you follow?

"Admin" tab > "Tracking Info" > "Tracking Code"

Which of the following are required to create a Custom Report?

-A report title must be entered -At least one metric must be added -At least one dimension must be added

Which of the following should you manually tag with campaign tracking variables? Check all that apply.

-Banner ads -Non-AdWords CPC campaigns -Email campaigns

To see the bounce rate of a specific medium in an Acquisitions report:

-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

The tracking code in Google Analytics:

-Connects data to your specific Google Analytics account -Sends data back to your Google Analytics account for reporting -Identifies new and returning users

Google Analytics can collect behavioral data from which systems

-E-commerce platforms -Mobile Applications -Online point-of-sales systems

The Analytics tracking code can collect:

-How many users visited a page -Language the browser is set to -Type of browser -Device and operating system

What technologies on your site influence how you implement Analytics?

-Server redirects -Query string parameters -Flash and AJAX events -Responsive web design

Which of the following are possible ways to view the dimension "Ad Content" in your Google Analytics AdWords reports?

-Switch the primary dimension in the AdWords Keywords report to "Ad Content" -Add "Ad Content" to the Campaigns report as a secondary dimension

Which of the following types of traffic will show in the "Campaigns" report?

-Visits from Google AdWords campaigns that have autotagging enabled -Visits from all links tagged with the utm_campaign parameter

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?

100% The ecommerce conversion rate is calculated like this: number of transactions / visits = 2/2 = 1 = 100%

What does a remarketing audience require to be eligible for Search Ad remarketing in your AdWords account?

1000 cookies

How many reporting widgets can you save to a dashboard?

12

What does Google Analytics call a URL that passes parameters of useful information for reporting?

A hit

You run a heavy-machinery business and use your website to generate sales leads for high-priced items. Which of the following actions below would you consider the main "macro conversion" for your site?

A potential customer fills out and submits a lead form.

Which of these best defines a Destination goal in Google Analytics?

A website page viewed by the user once they have completed a desired action

Which of the following best represents the hierarchical structure of a Google Analytics account from top to bottom?

Account → Property → View

You are interested in exploring metrics by campaign and traffic source. Which of the following sections will have this report information by default?

Acquisition

If you wanted to quickly view users that initiated sessions on your website over 1-day, 7-day, 14-day, and 30-day periods, which report should you use?

Active Users Report

In order to see data in the Events reports, which of the following must you do in addition to implementing the standard Google Analytics tracking code on your site?

Add additional Event Tracking code to each action on your site that you want Google Analytics to track as an event

Why is it important that you maintain one unfiltered view when using filters with your Analytics account?

An unfiltered view ensures that the original data can always be accessed

Custom Dimensions can be used in which of the following reports? (select all that apply)

As secondary dimensions in Standard reports As primary dimensions in Custom Reports

How would Google Analytics credit a channel that contributed to a conversion prior to the final interaction?

Assisted Conversion

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. Which of the following metrics would be most helpful in showing you whether a keyword is part of a conversion path?

Assisted Conversions

You want to explore traffic metrics by gender and age. Which of the following sections in Analytics will be most useful?

Audience

Which of the following AdWords reports in Google Analytics should you use to investigate optimizing conversions by modifying bidding based on users' location?

Bid Adjustments

Which of the following would be most useful for optimizing landing pages?

Bounce Rate

Which of the following suggests a poorly performing landing page?

Bounce Rate > 90%

Which of the following reporting dimensions would be useful to reference if you were rebuilding a website?

Browser Device category Language ALL of these dimensions Note: There also exists a version of this question where "device category" is replaced by "screen colors". The answer is of course the same.

What is the order of steps when defining a measurement plan?

Business objectives > key actions > KPIs

You want to know whether button X is clicked more often than button Y. Which of the following would be most useful?

Events

When does the tracking code send a pageview hit to Google Analytics?

Every time a user loads a webpage with embedded tracking code

Which of the following are examples of Sources? Select all that apply.

Example.com Google Direct

Using filters, you can _______.

Exclude data from a view Change how the data looks in your reports Include data in a view

Which report should you use to check if users are exiting from important pages on your website?

Exit pages report

By selecting "Share Template Link" you can share your dashboard and your data with another user.

False

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

False

In Multi-channel Funnel reports, conversions and ecommerce transactions are attributed to the last campaign, search, or ad that referred the user.

False

T/F By default, Google Analytics can recognize returning users over multiple sessions from different browsers and devices.

False

T/F Every metric may be combined with every dimension in Google Analytics.

False

T/F Filters allow you to reprocess historical data from before the filter was applied.

False

T/F Filters may be applied retroactively to any data that has been processed

False

T/F For mobile applications, Google Analytics will use the same Javascript tracking code as websites.

False

Which of the following Audience reports would you use to see how often users return to your site?

Frequency & Recency reports

Specifying a goal value allows Google Analytics to calculate __________.

Goal Revenue

Which of these are required for Multi-channel Funnels?

Goals or Ecommerce

Which of the following metrics shows the number of times your ads were displayed?

Impressions

Which of the following would you use to set up a custom alert?

Intelligence

You want to know whenever weekly revenue for your "spring sale" campaign increases or decreases by 10%. Which of the following would me most useful?

Intelligence Alerts

A session in Google Analytics consists of:

Interactions or hits from a specific user over a defined period of time

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

You want to see conversion rates for Windows visits coming from London. Which of the following dimensions would you need to select?

Operating System, and City as a secondary dimension

Which of the following is a "medium" in Google Analytics?

Organic CPC Referral

Which of the following Behavior reports could you use to find new keyword ideas for your search advertising campaigns?

Site search

In a measurement plan, what are macro-conversions?

The main actions you want users to take on your website that accomplish your business goals

What is a "metric" in Google Analytics?

The numbers in a data set often paired with dimensions.

Which of the following Multi-Channel Funnels reports would you use to see the most common sequences of marketing touch points that lead to conversions on your site or app?

Top Conversion Paths

The following are examples of dimensions

Traffic source Page name Country

What is Bounce Rate?

the percentage of visits when a visitor viewed only one page and then exited without a second interaction on the site

What is the purpose of the URL builder?

to generate a URL with tracking parameters