Google Analytics Study Guide
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
Complete the definition of digital analytics by choosing the best option to fill in the blanks for the statement below. "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
Which of the following are examples of metrics?
- % New Visits - Pageviews
To calculate ROI correctly, Google Analytics needs (select all that apply)
- Cost - 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
In order to distinguish between users on web pages, Google Analytics:
- Creates anonymous unique identifiers using first-party cookies
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
How can you add data to Google Analytics form 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 import advertising data
All of these are default Mediums. Which of the following are examples of channels? Select all that apply.
- Organic Search - Display - Email
Which of the following are "hit" types tracked by Google Analytics? (select all that apply)
- Pageviews - Events - Transactions
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 of the following are dimensions?
- Screen resolution - Region
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 are true about segmentation? Check all that apply.
- 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.
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
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 page views - The percentage of sessions during which users spend at least 2 minutes on the site
Which of the following statements are true? Check all that apply.
- To view data from two websites in aggregate using google Analytics, you must use the same tracking ID on both sites. - once a view is deleted it can be restored using the trashcan feature
Which of the following are examples of dimensions: ( select all that apply)
- Traffic source - Page name - Country
Which of the following behavior metrics shows the number of sessions that included a view of a page?
- Unique Pageviews** - Unique Visits
Which of 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 URL field where search strings is "/index" and Replace String is "/home"
What are the two methods of importing external data into Google Analytics using dimension widening? (select all that apply)
- Using the API - Uploading a spreadsheet or CSV file
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 questions could you answer with Ecommerce reports? Check all that apply.
- 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?
You can adjust the sample size by: (select all that supply)
- adjusting a control in the reporting interface - specifying the sample size when querying the API
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 should you manually tag with campaign tracking variables? Check all that apply.
- banner ads - non- AdWords CPC campaigns - Email campaigns
Which of the following are configurations that permanently modify your data during the processing stage? (select all that apply)
- channel groups - content groups - Filters - Goals
The tracking code in Google Analytics: (select all that apply)
- connects data to your specific Google analytics account - sends data back to your Google analytics account for reporting - identifies new and returning users
Which of the following is not a default Medium in Google Analytics?
- cpc - referral - organic - email
In order to set up commerce 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
Filters can modify the data in your Google Analytics reports by: (select all that apply)
- including data - excluding data - changing how data looks in reports
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
You can retrieve Google Analytics reporting data through the following methods:
- the reporting interface - an API
Which of the following 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 campaign tracking variables are required in order to ensure accurate data shows for your campaigns in the All Traffic report? Select all that apply.
- utm_campaign - utm_source - utm_medium
Which of the following is a valid tagged custom campaign? Select all that apply.
- www.example.com?utm_medium=email&utm_source=newsletter1&utm_campaign=spring - www.example.com?utm_medium=referral&utm_source=example&utm_campaign=winter - www.example.com?utm_medium=cpc&utm_source=mysearch&utm_campaign=spring&utm_term=backpacks - www.example.com?utm_campaign=fall&utm_medium=email&utm_source=newsletter1&utm_content=a1
Which of the following are examples of Sources? Select all that apply?
-Example.com - Google
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
Which of the following would be valid segments to consider when looking at data? Select all that apply.
-Traffic by geography -traffic by marketing channel -traffic by time of day
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? Check all that apply.
-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?
-Your historical site performance -Third-pary industry benchmark data -Internal expectations from your business leadership
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
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%
By default, an Analytics session ends once the user is inactive for:
30 minutes
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
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.
Which go the following would prevent URL destination goal conversions from being recorded?
All of these answers apply - There was a misspelling in the URL of the goal definition - The tracking code is missing from the conversion page - The match type in the goal definition is incorrect - No URL destination goals have been defined
Which of the following is a session level interaction?
All of these answers are correct - ecommerce transaction - social - interaction - pageviews - event
Which of the following technologies on your site influence how you implement analytics?
All of these answers are correct - server redirects - Query string parameters - flash and AJAX events - responsive web design
Which of the following would be valid segments to consider using to analyze traffic patterns in your data?
All of these answers are correct - traffic by time of day - traffic by device category - traffic by marketing channel - traffic by geography
Which of the following Channels is part of the default Channel Grouping?
All of these are part of the Default Channel Grouping - Display - Direct - Social - Organic
Which of the following Channels is part of the Default Channel Grouping>
All of these are part of the Default Channel Grouping. - Display - Direct - Social - Organic
Which of the following are examples of Sources?
All of these are possible Sources - example.com - mail.google.com - (direct) - google
Which of the following questions can be answered using the goal flow report?
All of these can be answered using the goal flow report - Is there a place in my funnel where traffic loops back to the beginning of the conversion process to start over? - Are there a lot of unexpected exits from a step in the middle of my conversion funnel? - Are there any steps in my conversion process that don't perform well on mobile devices compared to desktop devices? - Do visitors usually start my conversion process from the first step or somewhere in the middle?
Which of the following could be measured by defining a goal in Google Analytics?
All of these could be measured by defining a goal in Google Analytics - The percentage of visits that contain only one page view - The percentage of visits during which visitors spent at least two minutes on the site - The percentage of visits that result in a site registration - Conversion rate
Your web property is "www. example.com" You set up a URL goal of "/thankyou" and Match Type of "Begins with." Which of the following URLs will count as goals?
All of these would count as goals - www. example.com/thankyou.html - www. example.com/thankyou/receipt.php - www. example.com/thankyou.php
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 an always be accessed.
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
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%
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.
Which are the four main parts of the Google Analytics platform?
Collection, Configuration, Processing, and Reporting
Setting up goals allows you to see _______________.
Conversion rates
Which of the following technologies or features can be used to add data to Google Analytics?
Data Impor, Measurement Protocol
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
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
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.
You want to know whether button X is clicked more often than button . Which of the following would be most useful?
Events
True or False: Every metric may be combined with every dimension in Google Analytics.
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
Ture or False: If you decrease the samples size for a report, more sessions will be used to calculate the report and it will take longer to generate.
False
Which of the following metrics would be most useful in measuring how many conversions were initiated by Paid Search?
First Interaction (Click) Conversions
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
Specifying a goal value allows Google Analytics to calculate _________.
Goal Revenue
Which of the following is true of ROI?
If Cost is $5 and Revenue is $5, your ROI is 0%
Which of the following would you use to send data from a website to Google Analytics?
JavaScript tracking code
The code snippet for tracking websites with Google Analytics is written in:
Javascript
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 would help you to determine the conversion value of a paid keyword?
Multi-Channel Funnels
Channel X has an Assisted/Last Interaction Conversion value of exactly 1. Which of the following is true?
None of these are true
A macro conversion
Occurs when someone completes an action that's important to your business
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 would be most useful for ranking pages according to revenue contribution?
Page Value
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
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
For each user who comes to your site, Google Analytics automatically captures which of the following Traffic Source dimensions?
Source and Medium
You define a Destination goal by:
Specifying the conversion page in your view settings within Google Analytics
If a paid keyword has an assisted/Last Click or Direct Conversion value of 0.5, which of the following is true?
The keyword played an assist role less often than it played a last click role
What is Bounce rate?
The percentage of sessions for which a visitor exits from your homepage
A visitor comes to our site but stops looking at pages and generating events. Which of the following will occur by default?
The visitors session expires once the visitor has exited your site.
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
When configuring a goal, why is it useful to assign a goal value?
To attribute monetary value to non-commerce conversions
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
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
True or False: 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: 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: In order to see data in the Multi-Channel Funnels reports you must first implement Goals or Ecommerce.
True
True or False: Once your Google Analytics data has been processed, it cannot be changed.
True
True or False: Rather than using the random numbers that the tracking code creates, you can override the unique ID with your own number.
True
True or False: Similar to the JavaScript and mobile SDKs, you'll need to include a tracking ID with each hit collected by the Measurement Protocol.
True
True or False: The measurement protocol can collect and send user activity data to Google Analytics from any web-connected device, such as a ticket Kiosk.
True
True or False: Third-party data may be joined with the Google Analytics data collected via the tracking code.
True
True or False: You should include Google Analytics tracking code on every page of a website you want to track.
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.
Your commerce 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
What is the hierarchy of the Google Analytics data model?
User>Session>Interactions
Which of the following are measures of traffic volume?
Visits
Google Analytics Goals let you specify:
Which interactions should be used to calculate conversions
Your Multi-Channel Funnel reports have no data. What is the most likely reason?
You haven't implemented Goals or Ecommerce
Which of the following represents a macro conversion for an commerce 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
You should add Analytics tracking code to your site ______________.
after implementation planning
Which of the following are possible uses of filters?
all of these are possible uses for filters - replace complicated page URL's with readable text strings - report on only a subdomain or directory - include only traffic coming form a particular campaign - exclude visits from a particular IP address
Which of he following most accurately describes the concept of attribution in digital analytics?
assigning credit for conversions
Which of the following should you NOT collect with the Google Analytics ecommerce JavaScript?
credit card number
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
You can combine a metric X with a dimension Y in Google Analytics
if X and Y have the same scope
A session in Google Analytics consists of:
interactions or hits from a specific user over a defined period of time.
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
Your company has a website and a mobile app, and you want to track each separately in Google Analytics. How should you structure your accounts?
one account, two properties
During aggregation, Google Analytics:
organizes the collected data within database tables
Which two metrics below would be the best KPIs for measuring the performance of an commerce business?
revenue and average order value
In which of the following circumstances would you want to increase the default sessions timeout length in Google Analytics?
the average length of videos on your site is 35 minutes
What is the purpose of the URL builder?
to generate a URL with tracking parameters
During data processing, Google Analytics:
transforms the raw data form 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 of the following is not a standard campaign parameter?
utm_adgroup
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