Google Adwords, Customer Journey, & Attribution Modeling

Which of the following attribution models would be useful for evaluating ads and campaigns that are designed to create initial awareness about a brand? a) Last Interaction model b) Last Non-Direct Click model c) Linear model d) First Interaction model

d) First Interaction model

Channel X has an Assisted/Last Interaction Conversion value of exactly 1. Which of the following is true? a) Channel X equally initiates and assists conversions b) Channel X always initiates conversions c) Channel X is always the last click before conversion d) None of these is true

d) None of these is true Note: The correct answer would be Channel X equally assists and completes conversions.

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? a) Campaigns b) Keywords c) Search Queries d) Time of Day e) Destination URLs

d) Time of Day

Which of the following most accurately describes the concept of attribution in digital analytics? a) calculating cost per click b) determining a user's device c) calculating ROI d) assigning credit for conversions e) determining a traffic source

d) assigning credit for conversions

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

False Please note: There is a mistake in the Google Analytics Academy sample questions, where this is answered with "True".

Auto-tagging is the process in which AdWords can automatically tag your AdWords URLs. a) True b) False Answer: a) True

TRUE

You want to evaluate the landing pages you are using for AdWords ads. Which of the following dimensions would be most useful? a) Destination URL b) Ad Group c) Campaign d) Placements e) Keyword

a) Destination URL

Which of the following would help you to determine the conversion value of a paid keyword? a) Multi-Channel Funnels b) CPM c) CTR d) Real-Time e) none of these answers

a) Multi-Channel Funnels

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? a) Time Lag b) Conversion Value c) Path Length d) Top Conversion Paths e) Assisted/Last Interaction Conversions

a) Time Lag

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

a) True

Your Multi-Channel Funnel reports have no data. What is the most likely reason? a) You haven't implemented Goals or Ecommerce b) You're are not using Content Experiments c) You haven't enabled demographic data d) You haven't set up Goal Funnels e) You are not using Google Tag Manager

a) You haven't implemented Goals or Ecommerce

In the Linear attribution model, a) each touchpoint in the conversion path share equal credit for the conversion b) the last touchpoint receives 100% of the credit for the conversion c) the touchpoints closest in time to the conversion get most of the credit d) the first touchpoint receives 100% credit for the conversion

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

What is Bounce Rate? a) the percentage of visits when a visitor viewed only one page and then exited without a second interaction on the site b) the percentage of times unique visitors returned to your website in a given time period c) the percentage of sessions for which a visitor exits from your homepage d) the percentage of site exits

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

AdWords lets users advertise on which properties? (select all that apply) a) Google Search b) Google Display Network c) DoubleClick Campaign Manager d) Google AdSense

a), b)

Multi-channel Funnel reports can credit conversions across which of these channels? (select all that apply) a) Website referrals b) Paid and organic search c) Custom campaigns d) Television channels

a), b), c)

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. a) First Interaction attribution model b) Last Non-Direct Click attribution model c) Linear attribution model d) Position Based attribution model e) Last Click attribution model

a), c), d)

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? a) $0 b) $25 c) $50 d) $100

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

Which of the following are possible ways to view the dimension "Ad Content" in your Google Analytics AdWords reports? Check all that apply. a) Switch the primary dimension in the AdWords Campaigns report to "Ad Content" b) Switch the primary dimension in the AdWords Keywords report to "Ad Content" c) Add "Ad Content" to the Campaigns report as a secondary dimension

b) + c)

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? a) User Explorer report b) Active Users report c) Users Flow report d) Behavior Overview report

b) Active Users report

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? a) Visits b) Assisted Conversions c) Bounce Rate d) Impressions e) Clicks

b) Assisted Conversions

How would Google Analytics credit a channel that contributed to a conversion prior to the final interaction? a) Primary conversion b) Assisted conversion c) Second-to-last-click attribution d) Last-click attribution

b) Assisted conversion

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? a) AdWords Keywords b) Hour of Day c) Destination URLs d) Placements e) Campaigns

b) Hour Of Day

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? a) Assisted Conversions b) Top Conversion Paths c) Time Lag d) Path Length

b) Top Conversion Paths

Which of the following Google Analytics dimensions are only available for AdWords traffic? Check all that apply. a) Medium b) Matched Search Query c) Query Match Type d) Placement Domain e) Source f) Campaign

b), c), d)

Why might a site have a high Bounce Rate? Check all that apply. a) The landing page of the site has extra Event Tracking implemented to track additional actions besides pageviews. b) The ads that bring the users to the site set different expectations than the landing page. c) The site only has one page (e.g. a simple blog). d) The page that your users typically land on doesn't have enough information or a good call-to-action.

b), c), d)

Which of the following AdWords reports in Google Analytics should you use to investigate optimizing conversions by modifying bidding based on users' location? a) Campaigns b) Keywords c) Bid Adjustments d) Destination URLs

c) Bid Adjustments

Which of these are required for Multi-channel Funnels? a) Advertising Features b) Custom Dimension c) Goals or Ecommerce d) In-page Analysis

c) Goals or Ecommerce

Which of the following metrics would allow you to assess AdWords campaign profitability? (Select all that apply) a) Revenue per Click b) CTR c) ROI d) Margin e) CPM

c) ROI

If a paid keyword has an Assisted/Last Click or Direct Conversion value of .5, which of the following is true? a) The keyword played an assist role in exactly one conversion b) The keyword played an assist role in exactly five conversions c) The keyword played an assist role less often than it played a last click role d) none of these answers

c) The keyword played an assist role less often than it played a last click role Note: 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.

Google Analytics can recognize returning users a) on websites only b) on websites, Android mobile apps c) on websites, iOS mobile apps, Android mobile apps d) Google Analytics cannot recognize returning users on any device.

c) on websites, iOS mobile apps, Android mobile apps