Google Analytics Academy Fundamentals

Define "digital analytics"

"Digital analytics" is the analysis of qualitative and quantitative data from your business and the competition to drive a continual improvement of the online experience that your customers and potential customers have which translates to your desired outcomes.

Which of the following are required to create a Custom Report? (Select all that apply.) (a) A report title must be entered (b) Multiple report tabs must be created (c) Multiple metric groups must be created (d) At least one metric must be added (e) At least one dimension must be added (f) A report filter must be applied

(a) A report title must be entered (d) At least one metric must be added (e) At least one dimension must be added

Which of these best defines a Destination goal in Google Analytics? (a) A website page viewed by the user once they have completed a desired action (b) A KPI (c) A page that has given you revenue (d) The most popular page on your site

(a) A website page viewed by the user once they have completed a desired action

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? (Select all that apply.) (a) Adjust the primary dimension of the Locations report to "City" and add a secondary dimension of "Medium." Then switch the metric group to "Ecommerce." (b) 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." (c) Create a Custom Report with the dimensions "Medium" and "City" and the metrics "Sessions" and "Ecommerce Conversion Rate." (d) You can find this data in the default Locations report without adjusting any settings. (e) It is not possible to create this report in Google Analytics.

(a) Adjust the primary dimension of the Locations report to "City" and add a secondary dimension of "Medium." Then switch the metric group to "Ecommerce." (b) 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." (c) Create a Custom Report with the dimensions "Medium" and "City" and the metrics "Sessions" and "Ecommerce Conversion Rate."

Which of the following are metrics? (Select all that apply.) (a) Avg. Session Duration (b) Pageviews (c) City (d) Browser

(a) Avg. Session Duration (b) Pageviews

Which of the following should you manually tag with campaign tracking variables? (Select all that apply.) (a) Banner ads (b) AdWords campaigns (c) Referrals (d) Organic search traffic (e) Non-AdWords CPC campaigns (f) Email campaigns

(a) Banner ads (e) Non-AdWords CPC campaigns (f) Email campaigns

To see the bounce rate of a specific medium in an Acquisitions report: (Select all that apply.) (a) Change the primary dimension in the Channels report to "Medium" and view the Bounce Rate metric (b) Change the primary dimension in the Source/Medium report to "Medium" and view the Bounce Rate metric (c) Change the primary dimension in the Referrals report to "Medium" and view the Bounce Rate metric (d) You cannot see this information in any Acquisitions reports.

(a) Change the primary dimension in the Channels report to "Medium" and view the Bounce Rate metric (b) Change the primary dimension in the Source/Medium report to "Medium" and view the Bounce Rate metric

Which of the following steps must be completed in order to collect ecommerce data in Google Analytics? (Select all that apply.) (a) Enable Ecommerce tracking in the Ecommerce Settings for a view (b) Create a Goal for the "thank you" page of the checkout process (c) Add the Ecommerce tracking code to your site or application (d) Create a funnel for the shopping cart checkout process

(a) Enable Ecommerce tracking in the Ecommerce Settings for a view (c) Add the Ecommerce tracking code to your site or application

"Help residential home buyers easily discover, finance and purchase the home of their dreams." Which of the following would be the best strategies to define in your measurement plan to support the business objective above? (Choose three.) (a) Enable users to contact local realtors for their favorite properties through an online form. (b) Send users daily emails with the highest priced properties in their neighborhood. (c) Connect users to mortgage estimation tools and financing options through an online portal. (d) Provide users with search tools to narrow the listing options to match their specific criteria.

(a) Enable users to contact local realtors for their favorite properties through an online form. (c) Connect users to mortgage estimation tools and financing options through an online portal. (d) Provide users with search tools to narrow the listing options to match their specific criteria.

Which of the following are dimensions? Check all that apply. (a) Medium (b) Event Category (c) Bounce Rate (d) Ad Content

(a) Medium (b) Event Category (d) Ad Content

Which of the following could be measured by defining a goal in Google Analytics? (Select all that apply.) (a) The percentage of sessions that result in a site registration (b) The percentage of sessions that are unique (c) The percentage of sessions which contain three or more pageviews (d) The percentage of sessions during which users spend at least 2 minutes on the site

(a) The percentage of sessions that result in a site registration (c) The percentage of sessions which contain three or more pageviews (d) The percentage of sessions during which users spend at least 2 minutes on the site

When configuring a goal, why is it useful to assign a goal value? (a) To attribute monetary value to a non e-commerce site (b) To calculate e-commerce metrics (c) To determine the popularity of webpages (d) You must assign a goal value in order to track conversions

(a) To attribute monetary value to a non e-commerce site

Which of the following are reasons to implement Ecommerce tracking in addition to Goals? Check all that apply. (a) To see which campaigns lead to the sale of particular products (b) To monetize goals such as newsletter sign-ups (c) To track revenue generated by the website (c) To enable an online payment system

(a) To see which campaigns lead to the sale of particular products (c) To track revenue generated by the website

You have been asked to find opportunities to increase the number of users who complete the three-step account sign-up process on your site. Which of the following analyses would be most useful for your investigation? (Select three.) (a) Using the Source/Medium report to identify which traffic sources have the highest conversion rate. (b) Using the Landing Pages report to identify which landing pages have the highest conversion rate. (c) Using the All Pages report to identify which pages have the most pageviews. (d) Using the Goal Flow report to identify which of the three steps has the highest drop-off rate.

(a) Using the Source/Medium report to identify which traffic sources have the highest conversion rate. (b) Using the Landing Pages report to identify which landing pages have the highest conversion rate. (d) Using the Goal Flow report to identify which of the three steps has the highest drop-off rate.

Which of the following types of traffic will show in the "Campaigns" report? (Select all that apply) (a) Visits from Google AdWords campaigns that have autotagging enabled (b) Visits from Google AdWords campaigns that have autotagging disabled and no manual campaign tagging (c) Visits from all links tagged with the parameter utm_medium=cpc (d) Visits from all links tagged with the utm_campaign parameter

(a) Visits from Google AdWords campaigns that have autotagging enabled (d) Visits from all links tagged with the utm_campaign parameter

Which of the following could you use to set targets for your measurement plan? (Select all that apply.) (a) Your historical site performance (b) Third-party industry benchmark data (c) Internal expectations from your business leadership (d) A random guess

(a) Your historical site performance (b) Third-party industry benchmark data (c) Internal expectations from your business leadership

Complete the definition of "digital analytics" by choosing the best option to fill in the blanks in the statement below: "Digital analytics" is the analysis of qualitative and (a)_____ data from your business and the competition to drive (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

What are the four main components of how the Google Analytics system works? (Select four.) (a) reporting (b) replication (c) collection (d) configuration (e) calculation (f) analysis (g) certification (h) processing

(a) reporting (c) collection (d) configuration (h) processing

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

Which of the following is NOT a standard Google Analytics campaign variable? (a) utm_adgroup (b) utm_source (c) utm_term (d) utm_content

(a) utm_adgroup

Which of the pages below would match a goal with the following settings: Destination begins with /orderconfirmed (Select all that apply.) (a) www.mystore.com/orderconfirmed.html (b) www.mystore.com/shirts/orderconfirmed.html (c) www.mystore.com/orderconfirmed/shirts.html (d) www.mystore.com/orderconfirmed.html?id=153

(a) www.mystore.com/orderconfirmed.html (c) www.mystore.com/orderconfirmed/shirts.html (d) www.mystore.com/orderconfirmed.html?id=153

Which of the following questions can be answered using the Goal Flow report? (Select all that apply.) (a) Are there a lot of unexpected exits from a step in the middle of my conversion funnel? (b) Do users usually start my conversion process from the first step or somewhere in the middle? (c) Is there a place in my funnel where traffic loops back to the beginning of the conversion process to start over? (d) Are there any steps in my conversion funnel that don't perform well on mobile devices compared to desktop devices?

(all) (a) Are there a lot of unexpected exits from a step in the middle of my conversion funnel? (b) Do users usually start my conversion process from the first step or somewhere in the middle? (c) Is there a place in my funnel where traffic loops back to the beginning of the conversion process to start over? (d) Are there any steps in my conversion funnel that don't perform well on mobile devices compared to desktop devices?

"Help residential home buyers easily discover, finance and purchase the home of their dreams." Which of the following segments would be useful to define in your measurement plan to support the business objective above? (Select all that apply.) (a) First-time home buyers vs. experienced buyers (b) First-time site users vs. returning site users (c) Users who tried the mortgage estimation tool vs. those who didn't (d) Users who used search specification tools vs. users who completed a general listing search

(all) (a) First-time home buyers vs. experienced buyers (b) First-time site users vs. returning site users (c) Users who tried the mortgage estimation tool vs. those who didn't (d) Users who used search specification tools vs. users who completed a general listing search

Which of the following questions could you answer with the Ecommerce reports? (Select all that apply.) (a) Which product category brings in the most revenue for my business? (b) What are the ten most frequently purchased products on my site? (c) What products did a visitor purchase together in the same transaction? (d) What is the average order value of the transactions placed on my site?

(all) (a) Which product category brings in the most revenue for my business? (b) What are the ten most frequently purchased products on my site? (c) What products did a visitor purchase together in the same transaction? (d) What is the average order value of the transactions placed on my site?

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

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? (a) 0 (b) 1 (c) 2

(b) 1

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) A potential customer visits a lead form, but doesn't fill it out or submit it. (b) A potential customer fills out and submits a lead form. (c) A potential customer downloads a spec sheet for one of your machines. (d) A potential customer signs up for your weekly newsletter. (e) A potential customer joins your social media community.

(b) A potential customer fills out and submits a lead form.

In Google Analytics, "attribution" most commonly refers to: (a) Assigning which conversions should be tracked for your site or mobile app (b) Assigning which marketing channels get credit for conversions (c) Assigning the value of an ecommerce purchase (d) Assigning which property you want to collect data in for each of your websites and apps

(b) Assigning which marketing channels get credit for conversions

You want to prevent traffic from the IP address 193.88.222.1 from showing in the report view. Which of the following is the correct way to set up the IP address filter described above? (a) Create a Predefined filter excluding traffic from the IP addresses that begin with 193.88.222 (b) Create a Predefined filter excluding traffic from the IP address that is equal to 193.88.222.1 (c) Create a Predefined filter including traffic from the IP address that is equal to 193.88.222.1 (d) Create a Predefined filter excluding traffic from the ISP domain that is equal to 193.88.222.1

(b) Create a Predefined filter excluding traffic from the IP address that is equal to 193.88.222.1

You own three different websites that operate independently but are all a part of the same company. Which of the following is the best way to set up your Google Analytics account for these sites? (a) Create three different accounts, one for each website, so that no account settings overlap for the sites. (b) Create three different properties, one for each website, so that each site has its own unique tracking code. (c) Create three different views under the same property (one for each website) so that the data for all three sites is aggregated in your reports. (d) None of these options will work.

(b) Create three different properties, one for each website, so that each site has its own unique tracking code.

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

(b) First Interaction model

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? (a) Nothing. These interactions are automatically tracked by Google Analytics. (b) Have a developer implement Event Tracking code for each interaction you want to track. (c) Adjust your account settings to indicate which interactions should be tracked. (d) Use campaign link tagging to identify users who complete particular interactions on your site.

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

You want to create a goal to match the following pages: www.mysite.com/thankyou/shoes www.mysite.com/thankyou/shirt www.mysite.com/thankyou What match type and URI pattern did you use to create the goal in your account? (a) Match type: Equals to; URI pattern: /thankyou (b) Match type: Begins with; URI pattern: /thankyou (c) Match type: Equals to; URI pattern: www.mysite.com/thankyou (d) Match type: Begins with; URI pattern: www.mysite.com/thankyou

(b) Match type: Begins with; URI pattern: /thankyou

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

(b) Matched Search Query (c) Query Match Type (d) Placement Domain

Which of the following are dimensions? (Select all that apply) (a) Conversion Rate (b) Page Title (c) % New Sessions (d) Country

(b) Page Title (d) Country

-Enable users to contact local realtors for their favorite properties through an online form. -Connect users to mortgage estimation tools and financing options through an online portal. -Provide users with search tools to narrow the listing options to match their specific criteria. Which of the following would be the best KPIs to define in your measurement plan to support the strategies above? (Choose three.) (a) Number of monthly site users (b) Percentage of users who complete a realtor contact form (c) Percentage of users who use the search tools on your site (d) Average time on page for the homepage (e) Average time on page for the "Contact" form (f) Percentage of users who engage with the mortgage estimation tool

(b) Percentage of users who complete a realtor contact form (c) Percentage of users who use the search tools on your site (f) Percentage of users who engage with the mortgage estimation tool

Which of the following reports allows you to identify the terms users input to conduct searches within your site? (Select all that apply.) (a) Keyword report (b) Site Search report (c) Search Queries report (d) Search Engine Optimization report

(b) Site Search report

Which of the following are possible ways to view the dimension "Ad Content" in your Google Analytics AdWords reports? (Select 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) Switch the primary dimension in the AdWords Keywords report to "Ad Content" (c) Add "Ad Content" to the Campaigns report as a secondary dimension

Why might a site have a high Bounce Rate? (Select 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) 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.

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? (Select all that apply.) (a) The social media ad will get all the credit for the conversion because it was the first source that brought the user to your site. (b) The social media ad and the banner ad will be given credit in the Multi-Channel Funnels reports as "assisting interactions." (c) In the Source/Medium report all three traffic sources will get credit for the conversion. (d) In the Source/Medium report only the paid search ad will get credit for the conversion.

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

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 are required in order to see data for each page of a three-page conversion process in the Goal Flow report? (Select all that apply.) (a) You must have Ecommerce reporting implemented. (b) You must set up a Goal for the conversion. (c) You must set up each of the three pages as a funnel step in the Goal settings. (d) None of the above. Goal Flow reports are automatically populated with data about your conversion processes.

(b) You must set up a Goal for the conversion. (c) You must set up each of the three pages as a funnel step in the Goal settings.

Where is it recommended to place the Google Analytics tracking ID (UA-XXXXX-1) in the javascript code? (a) just after the opening <head> tag (b) just before the closing </head> tag (c) just after the opening <footer> tag (d) just before the closing </footer> tag

(b) just before the closing </head> tag

Which of the following traffic source / medium combinations would NOT be detected by Google Analytics automatically and would require manual tagging for customization? (a) google / organic (b) nytimes.com / display (c) wikipedia.com / referral (d) direct / (none) (e) bing.com / organic

(b) nytimes.com / display

Which of the following are metrics? (Select all that apply.) (a) Site Search Term (b) Source (c) Avg. Time on Page (d) Goal Conversion Rate

(c) Avg. Time on Page (d) Goal Conversion Rate

Which of the following should be the first step you complete during the analytics planning process? (a) Implement Google Analytics (b) Create your implementation plan (c) Define your overall measurement plan and business objectives (d) Maintain and refine your plans (e) Document your technical infrastructure

(c) Define your overall measurement plan and business objectives

The code snippet for tracking websites with Google Analytics is written in: (a) AJAX (b) Flash (c) JavaScript (d) PHP

(c) JavaScript

By default, when does a user's session (or "visit") end according to Google Analytics? (a) After 30 minutes, regardless of how active the user is on your website (b) The session ends once the user opens another window in the browser (c) The session ends once the user is inactive for 30 minutes or more (d) Immediately when the user closes the browser

(c) The session ends once the user is inactive for 30 minutes or more

Which of the following is an example of adding internal context to your data? (a) Using third-party data for your competition to set targets for your own site performance. (b) Using a monthly visits benchmark from your industry as a whole to set targets for your own site performance. (c) Using your site's historical monthly visits data to set a future monthly visits target.

(c) Using your site's historical monthly visits data to set a future monthly visits target.

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

(c) each touchpoint in the conversion path would share equal credit for the conversion

Which of the following Google Analytics tools would you use to permanently exclude website traffic from your internal employees from your reports? (a) A filter in a standard report that you apply after the data is processed (b) A filter in a Custom Report that you apply after the data is processed (c) The Plot Rows feature that you apply after the data is processed to show internal employee traffic versus customer traffic (d) A filter that you create in the Admin settings and apply to your report view

(d) A filter that you create in the Admin settings and apply to your report view

Which of the following best represents the hierarchical structure of a Google Analytics account from top to bottom? (a) View → Account → Property (b) Property → Account → View (c) Account → View → Property (d) Account → Property → View

(d) Account → Property → View

You define a Destination goal by: (a) Adding the e-commerce code to the goal page (b) Adding the conversion ID to the tracking code on the goal page (c) Dragging the goal page onto a Standard Report (d) Specifying the conversion page in your view settings within Google Analytics

(d) Specifying the conversion page in your view settings within Google Analytics

What should always be the first step of creating a measurement plan? (a) Setting up Google Analytics goals (b) Determining what segments you want to use for analysis (c) Choosing the KPIs that you'll use to assess your performance (d) Outlining your digital strategies and tactics (e) Defining your overall business objective

(e) Defining your overall business objective

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? (a) Visits (b) Ecommerce conversion rate (c) Page value (d) Bounce rate (e) Pages / visit

(e) Ecommerce conversion rate

Identify the five steps in the process for creating a measurement plan to track your online performance.

-Define a measurement plan -Document technical infrastructure -Create implementation plan -Implement -Maintain & refine

What 3 views are recommended to create and maintain for each property?

-Unfiltered view -Master view -Test View

What are the four main components of how the Google Analytics system works?

-collection -configuration -processing -reporting

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

-referral -organic -direct / none

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

-utm_source -utm_medium -utm_campaign

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

When is the Last Non-Direct Click model useful?

Because the Last Non-Direct Click model is the default model used for non-Multi-Channel Funnels reports, it provides a useful benchmark to compare with results from other models. In addition, if you consider direct traffic to be from customers who have already been won through a different channel, then you may wish to filter out direct traffic and focus on the last marketing activity before conversion.

What are Dimensions?

Dimensions describe characteristics of users, their sessions, and their actions. Typically, dimensions appear in the first column of data tables in Google Analytics, with the rest of the columns displaying the corresponding metrics.

What objective would most likely be tracked as a desired outcome for a Lead Generation business?

Drive contact form submissions

What objective would most likely be tracked as a desired outcome for an Ecommerce business?

Drive product sales

What objective would most likely be tracked as a desired outcome for Branding business?

Encourage engagement & awareness

What objective would most likely be tracked as a desired outcome for Content Publisher business?

Encourage frequent visitation

True or False: The Site Search reports show traffic coming from Google organic search.

False.

True or False: The Site Search reports show traffic coming from Google paid search.

False.

True or False: The Site Search reports show traffic coming from search engines.

False.

True or False? Custom Reports will only display data for the date range selected at the time the report is created.

False.

True or False? If you make a mistake implementing a filter you can always correct it by fixing the filter and reprocessing the historical data.

False.

True or False? If you make a mistake with a configuration setting on a view, you can always reprocess the data to fix it.

False.

True or False? Segmentation allows you to combine data from multiple web properties in your reports.

False.

True or False? Segmentation is a technique that should only be used by experienced analysts.

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.

True or False? When a new view is created, it will show the historical data from the first view you created for the property.

False. A new view will only show data from the time the view was created, onward.

True or False? Once your initial measurement plan is implemented your goals, targets, and segments do not need to be reassessed.

False. For continual improvement, measurement plans must be maintained, reassessed, and refined to best serve your interests.

True or False? Your key performance indicators (KPIs) are automatically tracked as Goals in Google Analytics.

False. You must set up your goals once you identify the KPIs you want to track.

Which Audience report would you use to see how often users return to your site?

Frequency & Recency reports

Google Analytics is capable of tracking user activity on what kinds of platforms?

Google Analytics is capable of tracking information on any digitally connected device, including information from websites, mobile websites, mobile applications, and gaming consoles.

When is the Time Decay model useful?

If you run one-day or two-day promotion campaigns, you may wish to give more credit to interactions during the days of the promotion. In this case, interactions that occurred one week before have only a small value as compared to touchpoints near the conversion.

When is the Last AdWords Click model useful?

If you want to identify and credit the AdWords ads that closed the most conversions, use the Last AdWords Click model.

When is the Last Interaction model useful?

If your ads and campaigns are designed to attract people at the moment of purchase, or your business is primarily transactional with a sales cycle that does not involve a consideration phase, the Last Interaction model may be appropriate.

Which Behavior report would you use to identify the pages of your site that have the highest bounce rate as the first page of a user's session?

Landing Pages

What are Metrics?

Metrics are the quantitative measurements of users, sessions, and actions. Metrics are numerical data.

Which Audience report would you use to see how your site performance differs between desktop, smartphone and tablet users?

Mobile reports

Which Audience report would you use to determine whether first-time site visitors or repeat site visitors spend more time on your site on average?

New vs. Returning reports

What objective would most likely be tracked as a desired outcome for a Online Information / Support business?

Provide information quickly

Why is it important to keep one unfiltered view for each property?

Since raw data cannot be reprocessed, maintaining an unfiltered view ensures that the original data can always be accessed

Which Behavior report could you use to find new keyword ideas for your search advertising campaigns?

Site Search

How is conversion value attributed in the First Interaction model?

The First Interaction model attributes 100% of the conversion value to the first channel with which the customer interacted.

How is conversion value attributed in the Last AdWords Click model?

The Last AdWords Click model attributes 100% of the conversion value to the most recent AdWords ad that the customer clicked before buying or converting.

How is conversion value attributed in the Last Interaction model?

The Last Interaction model attributes 100% of the conversion value to the last channel with which the customer interacted before buying or converting.

How is conversion value attributed in the Last Non-Direct Click model?

The Last Non-Direct Click model ignores direct traffic and attributes 100% of the conversion value to the last channel that the customer clicked through from before buying or converting. Google Analytics uses this model by default when attributing conversion value in non-Multi-Channel Funnels reports.

How is conversion value attributed in the Linear model?

The Linear model gives equal credit to each channel interaction on the way to conversion.

Where can you find the Lookback Window?

The Lookback Window can be found in Multi-Channel Funnels reports and Model Comparison Tool.

What is the Lookback Window?

The Lookback Window indicates the number days prior to conversion for which data is included in the Multi-Channel Funnel reports and Model Comparison Tool. By default, this is set to 30 days but can be adjusted to any period from 1 - 90 days.

When is the First Interaction model useful?

This model is appropriate if you run ads or campaigns to create initial awareness. For example, if your brand is not well known, you may place a premium on the keywords or channels that first exposed customers to the brand.

What is the Time Decay conversion attribution model?

This model is based on the concept of exponential decay and most heavily credits the touchpoints that occurred nearest to the time of conversion. The Time Decay model has a default half-life of 7 days, meaning that a touchpoint occurring 7 days prior to a conversion will receive 1/2 the credit of a touchpoint that occurs on the day of conversion. Similarly, a touchpoint occuring 14 days prior will receive 1/4 the credit of a day-of-conversion touchpoint. The exponential decay continues within your lookback window (default of 30 days)

When is the Linear model useful?

This model is useful if your campaigns are designed to maintain contact and awareness with the customer throughout the entire sales cycle. In this case, each touchpoint is equally important during the consideration process.

Which AdWords report would you use to investigate whether you should modify your bidding during certain hours of the day to optimize conversions?

Time of Day

True or False: The Site Search reports show how users search your site.

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? It is possible to customize the default channels in the Channels report and create your own custom channels from scratch.

True.

True or False? Segmentation allows you to isolate and analyze subsets of your data.

True.

True or False? Segmentation can help you find the underlying causes of changes to your aggregate data.

True.

True or False? The date range set for a Dashboard doesn't apply to Real-Time widgets since they only show data for current active users, not historical data.

True.

True or False? To view data from two websites in aggregate using Google Analytics, you must use the same tracking ID on both sites.

True.

True or False? The order in which filters appear in your settings matters.

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

True or False? Once a view is deleted it can be restored using the trash can feature.

True. The Trash Can contains accounts, properties, and views that have been marked for deletion. You have 35 days to restore items from the Trash Can before they are permanently deleted.

Which reporting tool would you use to show two date ranges on the same graph?

date comparison

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=email&utm_campaign=springsale

Which reporting tool would you use to show two rows of data on the same graph?

plot rows

Which reporting tool would you use to show the dimension "city" next to the dimension "source" in a report?

secondary dimension

Which reporting toolswould you use to exclude any rows of a report with fewer than 50 visits?

table filter

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

utm_content