Web Analytics & Data-Driven Marketing Flashcards
7 cards from real Digital Marketing Certificate practice questions. Tap to flip, then mark Knew It or Still Learning — missed cards come back until you master them.
Read the first 7 Web Analytics & Data-Driven Marketing flashcards as text
What is cohort analysis in web analytics?
Answer: Analyzing groups of users who share a common characteristic within a defined time period
Cohort analysis groups users who share a common experience (like first visit date) and tracks their behavior over time to reveal retention and engagement patterns.
What does ROAS stand for and how is it calculated?
Answer: Return on Ad Spend; revenue generated divided by ad spend
ROAS (Return on Ad Spend) is calculated by dividing the revenue generated from ads by the amount spent on those ads, showing the revenue earned per dollar spent.
What is 'data segmentation' in web analytics?
Answer: Dividing your audience into subgroups based on shared characteristics to analyze them separately
Segmentation divides your data into meaningful subgroups (e.g., mobile vs. desktop users, new vs. returning) so you can analyze and compare behavior across different audiences.
What does a heatmap tool primarily show in digital marketing analysis?
Answer: Where users click, move, and scroll on a webpage
Heatmaps visualize user behavior on a page using color coding to show where users click most, how far they scroll, and where their mouse moves.
What is 'data sampling' in Google Analytics and when does it occur?
Answer: A technique where GA analyzes a subset of sessions to estimate results when data volume is very large
Data sampling occurs when queries involve large data sets; Analytics analyzes a representative subset of sessions and extrapolates results, which can affect report accuracy.
Which metric best indicates the quality of traffic coming to a landing page?
Answer: Conversion rate of visitors on that page
Conversion rate directly measures whether incoming traffic is taking the desired action, making it the strongest indicator of traffic quality for a landing page.
What is the primary benefit of using a marketing analytics dashboard?
Answer: It consolidates key metrics into a single view for faster, data-driven decision-making
A marketing dashboard aggregates KPIs and metrics from multiple sources into one place, enabling marketers to quickly assess performance and make informed decisions.