Digital Marketing Analytics 4650S - Osbon - Google Analytics Test

What type of data can you delete? (2)

- A single user's - An entire property's

Analytics360

- Paid version of GA - Has sub-properties and roll-up properties

What is measurement protocol?

- Set of rules to send events to GA - From any other internet-connected device that isn't a website (google tags) or app (firebase SDK)

3 basic reports in GA4

1. Acquisition 2. Behavior 3. Outcomes

4 types of Data

1. Cost 2. Item 3. User 4. Offline events

6 Types of Explorations

1. Free form 2. Funnel exploration 3. Path exploration 4. Segment overlap 5. Cohort exploration 6. User lifetime

2 examples of stuff that Explore gives you that Reports do not

1. Funnels 2. Pathing

3 ways to set up website for data collection

1. Google tag manager 2. Manually add code 3. Provide measurement ID or Google tag to website builder

6 types of attribution models

1. Last click 2. First click 3. Linear 4. Position-based 5. Time decay 6. Data-driven

2 types of filtering out traffic

1. Unwanted referrals 2. Data filters

How long to disable data collection?

7 days

What are Conversion Events?

Activities that contribute to the success of your business

Benefits of connecting GA with Google Ads - FOR GOOGLE ANALYTICS

Automatically generated campaign- related metrics, like clicks and cost, and dimensions, like campaign name and keyword Google Ads campaign data included in attribution reporting

If you wanted to see the steps your users take to reach a key task or conversion, which exploration technique would you use to visualize those steps and see how well they are succeeding or failing at each step? a) Free form b) Cohort explorations c) Segment overlap D) Funnel exploration

D) Funnel exploration

What does EVC stand for?

Engaged view conversions (for youtube)

What must be turned on for EVC to work?

Google signals (session data from sites and apps that Google associates with users who have signed in to their Google accounts, and who have turned on Ads Personalization)

Conversions are what type of events?

High value

Home Page vs Landing Page

Home Page = home of website Landing Page = page that the call to action (CTA) of an ad resolves to

Goal funnels

Lets you know when people opt out of your funnel

What is enhanced measurement?

Measures many website interactions without requiring updates to your code

Search Console

Measures search traffic and performance

What is the Audiences workspace?

Segment users in a way that is important to your business

Example of Sub vs Rollup Properties

Sub - Source property of insurance feeds into... - 3 sub properties for home, car, and life insurance Rollup - Property of all brands is fed by - Automotive goods, household goods, consumer electronic properties

When to use subproperties vs rollup properties

Sub = data and user governance (different people need to see different data) Rollup = combine products, brands, regions

How to do data import?

Upload CSV files to GA property

User vs Tech Reports

User = demographics Tech = devices, browsers, etc

Cross-domain tracking

collecting data form 2 related websites with different domains in a single Google analytics property

If you want to analyze events and users across your business's website, as well as its separate apps for iOS and Android — how should you set up your account? a) One property with a web data stream for your website and one property with two app data streams, one for iOS and the other for Android b) One property with a web data stream for your website and one property with an app data stream for your app c) One property with one web data stream for your website and one app data stream for your app d) One property with one web data stream for your website and two app data streams, one for iOS and the other for Android

d) One property with one web data stream for your website and two app data streams, one for iOS and the other for Android

Your goal is to export your Google Analytics data to BigQuery so that you can run queries and combine some of your offline data with Analytics data. Which Analytics properties can export data to BigQuery? a) Only Analytics 360 properties in GA4 or Universal Analytics b) Only Standard properties in GA4 or Universal Analytics c) Standard or Analytics 360 properties using Universal Analytics d) Standard or Analytics 360 properties using GA4

d) Standard or Analytics 360 properties using GA4

Which of these scopes would be set for a custom dimension reporting membership status for a customer rewards program? a) Event b) Product c) Session d) User

d) User

Display and Video 360

enables marketers to manage their reservation, programmatic, and programmatic guaranteed campaigns across display, video, TV, audio, and other channels, all in one place

Conversion Modeling

the use of machine learning to measure the impact of marketing efforts when a subset of conversions can't connect to ad interactions (for privacy reasons)

Google Optimize

Test variants of web pages to see how they perform.

If you wanted a custom dimension that reports membership status for a customer rewards program, which of these scopes would be set? a) User b) Session c) Event d) Product

a) User

4 Types of Life Cycle Reports

1. Acquisition 2. Engagement 3. Monetization 4. Retention

Benefits of connecting GA with Google Ads - FOR GOOGLE ADS

1. Conversions from GA for reporting 2. Smart Bidding 3. Audiences for reporting and remarketing when Signals is enabled

4 ways conversion modeling is used

1. Cross-device (ad interactions happen on different devices) 2. Browser doesn't allow cookies 3. Regulations 4. App tracking policies

Creating custom events: what are the 3 types of scopes and what do they do?

1. Event = title of article 2. User = location 3. Item = color of item

Metrics vs Dimensions

Metrics = how many Dimensions = who, what, where

Model Comparison vs Conversion Paths

Model comparison = compare how different attribution models impact the valuation of your marketing channels Conversion paths = Understand the paths to conversion and how different models distribute credit on those paths

Holdback Validaiton

Modeled conversions are compared to observed conversions and used to tune models

You are setting up Google Analytics and are asked to set up a data stream as part of the process. Which of these describes a data stream? a) A data stream lives within a property and is a source of data from your app or website b) A data stream lives within Explore and, once defined, can be added to any exploration c) A data stream lives within an account and is the container for the data you collect from your apps and sites d) A data stream lives within Reports and lets you segment and compare your data

a) A data stream lives within a property and is a source of data from your app or website

Which of these features lets you control how long user-level and event-level data is stored by Google Analytics? a) Data retention period b) Disable data collection c) Consent Mode d) IP address settings

a) Data retention period

In which of these situations could you use the Engagement overview report in Google Analytics? a) You're interested in seeing which pages on your site are getting the most traffic. b) You're interested in monitoring user activity as it is happening on your site. c) You're interested in seeing where users are coming from before landing on your website. d) You'd like insight into your users' interests they've express through their online browsing and purchase activities

a) You're interested in seeing which pages on your site are getting the most traffic.

Because you've set up your web data stream, your website is already feeding data to your Google Analytics property, you notice that enhanced measurement is enabled for the web data stream. What happens when this setting is enabled? a) Events from your mobile app can be combined with your existing website data b) Additional events are collected from your website without you needing to change your website's code c) Events can be associated with signed-in users to enable cross-device reporting d) Conversion reporting for the web data stream uses machine learning to distributes credit across channels

b) Additional events are collected from your website without you needing to change your website's code

If you were using last-click attribution and wanted to see how channels and campaigns would be valued under first-click attribution, which report would you look at to find this insight? a) Segment overlap b) Model comparison c) Funnel exploration D) Conversion paths

b) Model comparison

Which of these Analytics 360 features would you use to filter data and create a new data set for a specific use case or audience? a) Organizations b) Subproperties c) Data streams d) Roll-up properties

b) Subproperties

You want to see detailed marketing campaign data by linking a new Google Ads account to your Google Analytics property. Where in your Google Analytics 4 property can you manage product links such as this one with Google Ads? a) Advertising b) Explore c) Configure d) Admin

d) Admin

Whenever a website visitor views any page on your site, they trigger the page_view event. What if you wanted to define a new event totrigger when visitors land on a particular page (e.g., the homepage)? Once you've navigated to Events in the Google Analytics interface, which option would you choose to make this happen? a) Mark event as conversion b) Modify event c) Import event d) Create event

d) Create event

You are the managing editor of a blog that features several contributing writers. What could you use to report the writer's name on each article page? a) Custom user parameter b) Custom table c) Custom metric d) Custom dimension

d) Custom dimension

You just added a feature to your website allowing users to sign up for a newsletter. Now, you want to mark new sign-up events as conversions andcreate an audience for people who signed up. What part of your Google Analytics 4 property helps you manage events, conversions, and audiences? a) Configure b) Advertising c) Admin d) Explore

a) Configure

What platform can you connect with Analytics in order to get insights into organic search queries that are directing users to your website? a) Google Ads b) Google Optimize c) Search Console d) Search Ads 360

c) Search Console

This Analytics feature allows you to connect individual customers' behavior across various interactions on different platforms and devices by letting you associate your own identifiers with your individual customers. a) Device-ID b) Audience triggers c) User-ID d) Predictive audiences

c) User-ID

Your team manages a retail website that customers arrive at from a variety of places including social media, ads, and search engines. Which of these dimensions would you look at to determine whether your website traffic was coming from "organic search," "referral," or other areas? a) Event name b) Google Ads campaign c) Page title d) Default channel grouping

d) Default channel grouping

If you have a mobile app, what can you use to collect and send data from the app to your Google Analytics 4 property? a) Google Ads b) Website tag c) Google Marketing Platform d) Firebase SDK

d) Firebase SDK

You want to know what pages new users open most often after opening your home page, so you create a new path exploration in Explore that you plan to share with a co-worker.Who can see this new path exploration, by default? a) Only you can see it, but you can share it with the other users of the property for them to make edits. b) Anyone in your property can access it and make edits. c) Anyone in your property can access it in read-only mode. d) Only you can see it, but you can share it with the other users of the property in read-only mode.

d) Only you can see it, but you can share it with the other users of the property in read-only mode.

Example of unwanted referrals and data filters

1. Payment processors directing users back to site 2. Filter internal traffic to website by employees/developers

BigQuery

lets you run SQL queries to answer your organization's biggest questions with zero infrastructure management

You manage a website and consider certain events as especially valuable — like when users sign up for your newsletter or make a purchase. If you want to designate these events as important and assign them a value, how should you label these events in your Google Analytics 4property? a) Conversion events b) Goals c) Custom events d) Recommended events

a) Conversion events

What can Google Ads do with audiences from Google Analytics when these two services are linked? a) Audiences in Google Ads can be used to target ad campaigns b) Audiences in Google Ads can be used to adjust geotargeting of ad campaigns c) Audiences in Google Ads can be contacted for customer research d) Audiences in Google Ads can be used to see industry benchmarking data

a. Audiences in Google Ads can be used to target ad campaigns

If you've enabled Ads Personalization for your property but want to exclude specific events, what happens to the data for those events? a) That data will only be available in the Reports and Explore sections b) That data will only be available in the Advertising section c) That data will only be used for audiences in Google Ads d) That data will only be used for measurement purposes

d) That data will only be used for measurement purposes

What does the Advertising Workspace do?

helps you understand journeys (organic search, referrals, etc.)

What does data import do?

lets you upload your external data and combine it with or override existing Google Analytics data.

Search Ads 360

manage across Google Ads, Bing, Yahoo!, Baidu, et

One of these attribution models relies on machine learning algorithms to assign credit for a conversion across various touchpoints. Which is it? a) First click b) Time decay c) Data-driven d) Last click

c) Data-driven

To gain insight into which pages new users open most often after they open your home page, you've created a new path exploration in Explore. What's the default setting for who can see the exploration? a) Only you can see it, but you can share it with the other users of the property for them to make edits. b) Only you can see it, but you can share it with the other users of the property in read-only mode. c) Anyone in your property can access it and make edits. d) Anyone in your property can access it in read-only mode.

b) Only you can see it, but you can share it with the other users of the property in read-only mode.

You're setting up your web data stream so that your website is feeding your Google Analytics property with data. While setting up this web data stream, what happens when you leave the enhanced measurement setting enabled? a) Events from your mobile app can be combined with your existing website data b) Conversion reporting for the web data stream uses machine learning to distributes credit across channels c) Additional events are collected from your website without you needing to change your website's code d) Events can be associated with signed-in users to enable cross-device reporting

c) Additional events are collected from your website without you needing to change your website's code

Which attribution model distributes the credit for a conversion equally across all the channels a customer clicked or engaged with before converting? a) Time decay b) Data-driven c) Linear D) Position-based

c) Linear

Which data collection feature allows you to control the amount of time user-level and event-level data is stored by Google Analytics? a) Disable data collection b) Consent Mode c) IP address settings d) Data retention period

d) Data retention period

Which of these tasks can be done using audience triggers? a) Create new events based on an audience rule being satisfied b) Create new events based on existing event parameters c) Create new audiences based on specific events that are triggered d) Create new audiences based on predictive metrics

c) Create new audiences based on specific events that are triggered

Which Analytics 360 feature allows you to create a new data set with a broad view of your business across products, brands, or regions by combining data from multiple source properties? a)Subproperties b) Data streams c) Roll-up properties d) Organizations

c) Roll-up properties

If you're a business owner that wants to analyze how users arrive at your website and app, as well as the user journeys across both of these platforms, what should you use to generate insights? a) Universal Analytics properties b) Google Optimize c) Google Marketing Platform d) Google Analytics 4 properties

d) Google Analytics 4 properties