Digital Mark Exam 2

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

If you have created a Google Analytics 4 property for your mobile app and web site, how would Google Analytics measure and report distinct user interactions?

As events

You created a new option for your users to sign up for a newsletter on your website. You'd like to mark those new sign-up events as conversions, and create a new audience for those users who signed up. Where in your Google Analytics 4 property can you manage your events, conversions, and audiences?

Configure

Which of these features lets you control how long user-level and event-level data is stored by Google Analytics?

Data retention period

_______ are the labels used to describe data _______ are expressed by non-numerical values Common _________ include channel name, month, country, device

Dimensions

Which section would you open in your Google Analytics property in order to find advanced techniques that can help you uncover deeper insights about your customers' engagement?

Explore

While aggregating and organizing data provides valuable insights for a website, the most useful are the raw data that is produced by web analytics programs. T/F

False

If you have a mobile app, what can you use to collect and send data from the app to your Google Analytics 4 property?

Firebase SDK

Which exploration technique lets you visualize the steps users take toward a key task or conversion and see how well they are succeeding or failing at each step?

Funnel exploration

What does GDPR stand for?

GDPR stands for General Data Protection Regulation

Marketers must comply with the various data protection regulations associated with web analytics. When using analytics tools, what actions can you take to help ensure you are in compliance with EU data protection legislation? Choose TWO of the following: Have a clear policy on how the analytics data you collect is used and managed Get explicit consent from the consumer when collecting PII (Personal Identifiable Information) Share visitor data with third parties when visitor consent is implied Collect cookie data anonymously and share with companies outside of the EU

Have a clear policy on how the analytics data you collect is used and managed Get explicit consent from the consumer when collecting PII (Personal Identifiable Information)

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?

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

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?

Standard or Analytics 360 properties using GA4

What is something you can do with your data when you export your Google Analytics data to BigQuery?

You can use SQL to query your data to answer questions and gain insights into your products, users, and channels

you create a report to show the types of devices users have been coming from over the past 30 days — whether they were on desktops or mobile phones, for example. In this report, what is device type?

a dimension

What model represents the hierarchical structure of a Google Analytics account?

account>property>data stream

You want to know how various ads you've placed work together on the path to conversions. Where in your Google Analytics 4 property can you find the "Conversion paths" report?

advertising

A measure of user engagement with a website is

average page depth

The ______ is calculated as the number of pageviews divided by the number of sessions.

average page depth

The ______ is a measure of the amount of time individuals spend at a website.a

average session duration

After setting up goals in web analytics, the _____ metric would track the percentage of sessions that resulted in the intended action.

conversion

Which attribution model uses machine learning algorithms to distribute credit for a conversion across different touchpoints?

data -driven

You manage a retail website and customers arrive from many different places, like search engines, ads, and social media. You're interested in gaining insight to which of these is driving the most new customers and the most conversions. Which dimension shows you where your website users arrived from, such as "organic search" or "referral"?

default channel blocking

The percentage of sessions that begin on a particular page is the

entrance rate

The percentage of sessions that end on a particular page is the

exit rate

A search engine wants to maximize pages per session. T/F

false

An analytics package records all of the following information from visitors EXCEPT: browser being used location of the visitor hard disk space of the computer the timing of the visit/click

hard disk space of the computer

GA4

incorporates machine learning modeling to provide user data built to track individual user connections

Like _________ sites, social media sites typically make money from advertising and thus care primarily about user engagement. But the metrics that best indicate the level of users' engagement are different for social media sites.

media

You're currently using last-click attribution. Which of these reports would let you see how first-click attribution would value channels and campaigns?

model comparison

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?

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

When Google Ads is linked to Google Analytics, how can it leverage audiences from Google Analytics?

Audiences in Google Ads can be used to target ad campaigns

_______ are the quantitative measurements of data _______are expressed by numbers (number values, %, $, time) Common ______ include sessions, users, pageviews, pages per session, avg. session duration

Metrics

The percentage of all sessions that consist of only one pageview is the

site bounce rate

"Analysis paralysis" occurs when

the sheer volume of data overwhelms a manager and causes inaction

A search engine website wants to track average page depth as a KPI, not to maximize it, but to minimize it.

true

If a user goes to a particular page on a website several times during a session, the ______ metric only counts one of the pageviews.

unique pageview

The percentage of sessions on a particular page that consist of only one pageview is the

page bounce rate

A "hit' is another term for a(n)

pageview

A(n) ______ occurs anytime a user accesses a page on a website.

pageview

UA

relies on cookies to provide user data built to track total website visits and user data

If a user goes to a particular website multiple times, the ______ metric only counts the individual once

users