Google Analytics Certificatoin

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?

$0 $25 correct $50 $100

Real Time Reports

-See how many people are on your site right now, which pages or events they're interacting with, and which goal conversions have occurred. -Verify that Google Analytics tracking code is working on your site or app.

A user visits your website and subscribes to your newsletter, which you are tracking as a Goal. The user's colleague then immediately subscribes to the same newsletter using the same computer and browser. How many conversions will be recorded in Google Analytics?

1

You want to create a report in Google Analytics that shows you the Sessions and Ecommerce Conversion Rate broken out by both the dimensions Medium and City. How could you create this report?

1. Adjust the primary dimension of the Locations report to "City" and add a secondary dimension of "Medium." Then switch the metric group to "Ecommerce." 2. Adjust the primary dimension of the Source/Medium report to "Medium• and add a secondary dimension of "City." Then switch the metric group to "Ecommerce." 3. Create a Custom Report with the dimensions "Medium" and "City'' and the metrics "Sessions" and "Ecommerce Conversion Rate.•

How can you add data to Google Analytics from other sources?

1. By linking your AdWords account to Google Analytics to import your advertising data 2. By upload ing a .csv file to Google Analytics to attach new dimensions like "Topic" and "Author" to an existing dimension like "Page Title" 3. By using Cost Data Upload to import click and cost data from your non-AdWords advertising campaigns

. Which are configuration settings that can change how your data appears in your reports?

1. Channel Groupings 2. Filters 3. Goals

Within a 30-day period a user visits your website first from a social media ad, then from a banner ad on a news site, and then from a paid search ad. On the final visit the user submits a "Contact" form that you track as a Goal conversion. Which of the following statements are true about how the user's activity will be reported?

1. The social media ad and the banner ad will be given credit in the Multi-Channel Funnels reports as "assisting interactions." 2.In the Source/Medium report only the paid search ad will get credit for the conversion.

What are the reasons to implement Ecommerce tracking in addition to Goals?

1. To see which campaigns lead to the sale of particular products 2. To track revenue generated by the website

How could you create a customized dashboard in Google Analytics that you can monitor on a daily basis?

1. Use the Google Analytics reporting APls to automatically send data to a dashboard application you create 2. Create a dashboard directly in the Google Analytics user interface and share it with your team

Which of the following are metrics?

1. a Goal Conversion Rate 2. Avg. Time on Page quanitative measurements of users, sessions and actions Metrics (numbers)

Sequence segments allow you to:

1. analyze a subset of sessions with a specific sequence of pageviews 2. analyze a subset of sessions with a specific sequence of pageviews and event interactions 3. analyze a subset of users with a specific sequence of pageviews and event interactions 4. analyze a subset of users with a specific sequence of traffic sources that bring them to your site across multiple sessions1

Which of the following are dimensions in Google Analytics?

1. campaign 2. City 3. Browser 4. Language

During data processing, Google Analytics

1. transforms your raw data from collection according to your configuration settings 2. aggregates your data into database tables 3. imports data from other sources you've defined, like Google AdWords or Webmaster Tools 4. organizes hits into sessions1

What would match a goal with the following settings: Destination begins with order confirmed

1. www.mystore.com/orderconfirmed.html 2. www.mystore.com/orderconfirmed/shirts.html 3. www.mystore.com/orderconfirmed.htm1?id=153 needs to begin with /orderconfirmed

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?

5 Each PDF download registers as a goal conversion.

4 types of goals

A Destination Goal is a page on your website that users see when they complete an activity. An Event Goal is triggered when a user does something specific like downloading a PD. You need to have Event Tracking implemented on your website in order to use this type of Goal. A Pages per Visit Goal is triggered when a user sees more or fewer pages than a threshold that you specify. A Duration Goal is triggered when a user's visit exceeds or falls below a threshold that you set.

Your company runs a holiday email campaign for the month of December to drive newsletter signups. Which of the following metrics would be the most indicator of the campaign's success?

A conversion (measures by google analytics goals) is a completed activity, online or offline, that is important to the success of your business.

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

A reporting view is the level in an Analytics account where you can access reports and analysis tools.

Once a view is deleted it cannot be restored.

A view is permanently deleted 35 days after being moved to the Trash Can.

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 (correct) thank you page, ex.

hierarchical structure of a Google Analytics account from top to bottom?

Account → Property → View

Hit Type

An interaction that results in data being sent to Analytics. Common hit types include page tracking hits, event tracking hits, and ecommerce hits.

Filters & Views

Analytics automatically creates one unfiltered view for every property in your account, but you can set up multiple views on a single property. You can use filters to customize views and see only a subset of data in your reports. You might, for example, have one view to filter out all internal traffic, and another to include only activity from a specific website directory or subdomain. You can also use filters to replace complicated page urls with readable page strings. By default, view filters are applied to the data in the order in which the filters were added. So if there are existing filters for a profile, then your new filter is applied the this already filtered data. Filtering your incoming hits permanently changes those hits in that view, according to the type of filter. Therefore, you should ALWAYS maintain an unfiltered view of your data.

To find out which channel best assists ecommerce relative to the number of last or direct click conversions it drove, look at the ______

Assisted/ last CIick or Direct Conversion rate example 0.90 or 0.67 (not percentages)

You can adjust the report sample size in Google Analytics by

At the top of the report, below the date range selector, select Faster response, less precision or Slower response, greater precision. Your data automatically refreshes using the new setting. Your preference is saved across all of your reports, but resets after you close Analytics

Auto-tagging is a feature that is used with which type of traffic?

Auto-tagging automatically imports AdWords data into Analytics. Combining AdWords data with the rich post-click information provided by Analytics allows you to see what happened on your site after people clicked on your ads.

Which of the following should you manually tag with campaign tracking variables?

Banner ads Email Non-AD Words CPC campaign

Scenario: The Google Merchandise Store recently launched a mobile responsive website and started a few new ad campaigns. When looking at their overall traffic in Google Analytics, they noticed that they have a bounce rate of 85%. Which of the following dimensions would be useful when analyzing their traffic to determine the cause of this high bounce rate?

Because the design of your site and your Analytics implementation can affect your bounce rate, improving your bounce rate requires specific, custom changes to your site and setup. The bounce rate, and improving the bounce rate, is as individual as your business.

Google Analytics can recognize returning users

Behavior reports show returning users on websites, IOS mobile apps, Android mobile apps.

What are UTM parameters?

By adding campaign parameters to your URLs, you can identify the campaigns that send traffic to your site.

When should you use manual tagging?

By adding campaign parameters to your URLs, you can identify the campaigns that send traffic to your site.

You decide to run an email campaign that includes a link to your website. What would you need to do in order to track traffic to your site from this email campaign?

By adding campaign parameters to your URLs, you can identify the campaigns that send traffic to your site.

A visitor comes to your site but stops looking at pages and generating events. Which of

By default, a session lasts until there's 30 minutes of inactivity, but you can adjust this length so a session lasts a few seconds or several hours.

What is an assisted conversion?

Conversions report which summarizes the roles and contributions of your channels.

What should always be the first step of creating a measurement plan?

Defining your overall business objective

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

Developing insights into why users aren't converting lets you address the weak spots in how you approach them.

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 is the percentage of sessions that resulted in an ecommerce transaction.

Goals for Content publisher Branding Online information / support Lead generation Ecommerce

Encourage frequent visitation Awareness & engagement Provide info quickly Contact form submission drive product sales

Which of the following are examples of sources?

Every referral to a web site has an origin, or source. Possible sources include: "google" (the name of a search engine), "facebook.com" (the name of a referring site), "spring_newsletter" (the name of one of your newsletters), and "direct" (users that typed your URL directly into their browser, or who had bookmarked your site).

The order in which filters appear in your view settings matters

Filtering your incoming hits permanently changes those hits in that view, according to the type of filter. Therefore, you should ALWAYS maintain an unfiltered view of your data.

Adding filters to a view in Google Analytics allows you to

Filters allow you to limit and modify the data that is included in a view. For example, you can use filters to exclude traffic from particular IP addresses, focus on a specific subdomain or directory, or convert dynamic page URLs into readable text strings.

Google Tag Manager Google Tag Manager is a separate tool to Google Analytics. All you really need to know are it's benefits:

For Website Owners / Marketers, You can add Adwords, Google Analytics & non Google Tags (e.g. Facebook pixel) without editing your site code. For Apps Developers: Enables developers to change configuration values in their mobile application using the Google Tag Manager interface without having to rebuild and resubmit application binaries to app marketplaces.

Your Multi-Channel funnel reports have no data, what is the most likely reason?

Google Analytics compiles conversion path data for any Goal or Ecommerce transaction you define. It means, If you have not defined goal in Google analytics, you won't be able to see anything in report.

Which of the following metrics is available when Site Search tracking is enabled?

Google Site Search brings the same search technology that powers Google.com to your website.

What do you need to do to track interactions that happen within a page of your website, like downloading a PDF, or clicking "play" and "stop" on an embedded video player?

Have a developer implement Event Tracking code for each interaction you want to track.

Site Speed Reports The following types of data can be collected and reported in site speed reports:

How quickly the browser loads the page and makes it available for user interaction. How quickly images load Button click response times Page load times for a sample of pageviews on your site.

Google Analytics uses which model by default when attributing conversion values in non-Multi-Channel Funnel reports?

In the Last Interaction attribution model, the last touchpoint—in this case, the Direct channel—would receive 100% of the credit for the sale.

Intelligence Reports

Intelligence reports, allow you to monitor your website's traffic to detect significant statistical variations, and then automatically generates alerts, or Intelligence Events, when those variations occur. Google can generate these alerts automatically or you can set up custom alerts and be notified about any large changes you've specified

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

JavaScript

Which reporting dimension would be useful to reference if you were looking to improve the user experience on your landing pages?

Language and device category reports can be used to understand user behaviour.

Which Analytics API allows you to access your Google Analytics account configuration data?

Management API

Which are dimensions?

Medium Event Category Ad Content Characteristics of your users, their sessions and actions ex. geography, traffic sourse, page titleex.

Each dimension and metric has a scope that aligns with a level of the analytics data hierarchy -- user, session, or hit-level. In most cases, it only makes sense to combine dimensions and metrics in your reports that belong to the same scope. Which of the following is a valid dimension / metric combination?

Not every metric can be combined with every dimension but the 3 combinations above are valid.

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

Not every metric can be combined with every dimension. Each dimension and metric has a scope: user-level, session-level, or hit-level. In most cases, it only makes sense to combine dimensions and metrics that share the same scope.

Which of the following traffic mediums are automatically tracked by Google Analytics without extra tagging or account linking?

Organic Referal (none), when the traffic source is "direct

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

Page Value is the average value for a page that a user visited before landing on the goal page or completing an Ecommerce transaction (or both). This value is intended to give you an idea of which page in your site contributed more to your site's revenue.

to get drop-off rate look for

Percentages not aamount

When a report is based on data from a large number of sessions, you may see the following notice at the top of the report: "This report is based on N sessions." You can adjust the sampling rate of the report by:

Sampling is widely used in statistical analysis because analyzing a subset of data gives similar results to an analysis of a complete data set, while returning these results to you more quickly due to reduced processing time.

segmentation

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.

Which of the following is a benefit of using segments in your data analysis?

Segments let you isolate and analyze those subsets of data so you can examine and respond to the component trends in your business.

This report allows you to identify the terms users input to conduct searches within your site?

Site Search report

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

The Analytics terms of service, which all Analytics customers must adhere to, prohibits sending personally identifiable information (PII) to Analytics (such as names, social security numbers, email addresses, or any similar data).

When analyzing the goal flow report, you see that many users are dropping off after the second step in the funnel. With this information you can infer that:

The Goal Flow report shows the path your traffic traveled through a funnel towards a Goal conversion. This report can help you see if users are navigating your content as expected, or if there are problems, such as high drop-off rates or unexpected loops.

Which Analytics tracking technology would you use to collect how users interact with a web-connected ticket kiosk?

The Measurement Protocol

The Measurement Protocol is a standard set of rules for collecting and sending hits to Google Analytics. Using the Measurement Protocol you can

The Measurement Protocol lets you send data to Analytics from any internet-connected device. It's particularly useful when you want to send data to Analytics from a kiosk, a point of sale system, or anything that is not a website or mobile app.

Which of the following statements is true about Multi-Channel Funnel (MCF) reports?

The Multi-Channel Funnels reports shows you how your marketing channels (i.e., sources of traffic to your website) work together to create sales and conversions.

The Solutions Gallery

The Solutions Gallery lets you share and import custom reporting tools and assets, like dashboards and segments, into your Analytics accounts.

Which of the following is not a required parameter in the URL builder?

The URL Builder has six fields, but you generally need to use only Campaign Source, Campaign Medium, and Campaign Name. Campaign Term allows you to specify the paid search keyword. You can use Campaign Content to indicate the specific ad, button, or link that was clicked.

The User ID feature is commonly used with which of the following website layouts?

The User ID lets you associate engagement data from multiple devices and different sessions with unique IDs

the following is an advantage of implementing Google Tag Manager?

The benefits of tag management (and specifically Google Tag Manager) are enormous to any business, large or small. You can add and update Google AdWords tags, Google Analytics tags, DoubleClick Floodlight tags and many non-Google third-party tags directly from Google Tag Manager, instead of editing site code. This reduces errors, frees you from having to involve a webmaster, and allows you to quickly deploy tags on your site.

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

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

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?

There are three different match types that define how Analytics identifies a URL for either a goal or a funnel. The match type that you select for your goal URL also applies to the URLs in the funnel, if you create one.

If you have updated your tracking code to analytics.js, then no additional configuration is required to track subdomains.

To set up cross domain tracking for multiple top-level domains, you need to modify the Analytics tracking code on each domain.

The order in which filters appear in your settings matters.

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

custom report

When you share a Custom Report, only the configuration information is shared. Your data remains private.

What is the best analysis tool to use in order to see a traffic comparison of Converters vs. Non Converters?

You can apply and create segments for analysis and marketing.

How would you determine the mobile ecommerce conversion rate for paid traffic (CPC)?

You can compare conversion rates for mobile as a whole, and for each mobile platform, with conversion rates for desktop.

Demographics & Interest Data

You can see demographics and interest category information in Google Analytics comes thanks to DoubleClick third-party cookies, but only when that cookie is associated with a user. As a result, your demographic and interest data information may only represent a subset of your users.

The Google Analytics SDK or tracking code sends campaign and traffic source data through a number of different field. Which of the following is one of the fields used to sends campaign or traffic source data?

campaign medium

What does the Time Lag report indicate?

counts the number of days from the first user interaction (e.g., impression, click, direct session) to conversion.

You define a Destination URL goal by

editing the view Goals and specifying the requsest URL of the conversion page

What is the URL parameter that auto-tagging appends to an AdWords destination URL?

gclid

Add campaign link tags to the URL http://www.mysite.com/home so that traffic to the link would show in the Source / Medium report as "coupon / email" and in the Campaigns report as "springsale". Enter the tagged URL here.

http://www.mysite.com/home?utm source=coupon & utm medium=emai1& utm_campaign=springsale

Ways to use Real-Time

monitor whether new and changed content on your site is being viewed understand usage of your mobile app through event tracking see whether a one-day promotion is driving traffic to your site or app, and which pages these users are viewing monitor the immediate effects on traffic from a blog/social network post or tweet verify that the tracking code is working on your site or app monitor goal completions as you test changes to your site

What analysis tool would you use to analyze the behavior of new customers vs. returning customers on your website?

new customers vs. returning customers

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 2 properties one view

Which of the following traffic mediums are automatically tracked by Google Analytics without extra tagging or account linking?

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

The Goal Flow report shows

the path your traffic traveled through a funnel towards a Goal conversion.

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

utm_content

What are the standard Google Analytics campaign variables?

utm_source utm_term utm_ content

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

utm_source, utm_medium, utm_campaign

There are a total of five parameters you can add to your URLs:

utm_source, utm_medium, utm_campaign, utm_term, utm_conten