Chapter 8: Websites
According to the Gartner Analytic Ascendancy Model, what category of questions does the following website analytics question belong to? "How many website sessions will we have in January of next year?"
predictive
The dimension channel group belongs to what scope level within website analytics?
session-level
Conversions and revenue are recorded by default when setting up website analytics tools.
False
Total pageviews is a common KPI for website analytics.
False
Which list of marketing technology tools are ALL website analytics tools?
Google Analytics, Adobe Analytics, and Matomo
Google provides access to a Google Analytics demo account that contains real website analytics for the Google Merchandise Store.
True
Website analytics provides insight into a website's performance as well as the performance of other media such as social media, email, organic search, and paid ads.
True
What category of dimensions would be most helpful to a strategist creating a target marketing segment and persona?
audience dimensions
Victoria would like to segment website sessions by what media the sessions came from to help her manager show the influence of media on website sessions. What dimension should she use?
channel group
According to the Gartner Analytic Ascendancy Model, what category of questions does the following website analytics question belong to? "What was website revenue for last month?"
descriptive
Simon would like to count the number of times a button is clicked on his website. What metric should he use?
events
Paul would like to segment website sessions by the URL that individuals left the site from. What dimension should he use?
exit page
The metric pageviews belong to what scope level within website analytics?
hit-level
When a user clicks on an email link that does not include UTM tracking, how will the session be recorded by website analytics?
the session will be recorded as coming from the direct channel
Which UTM tracking parameter records the ad a user clicked on to begin a website session?
utm_content
