Certification Exam Answers Flashcards

What is the set of rules that determines how sales and conversions get attributed based on touch-points in the conversion path?

Answer: Attribution modeling

Attribution modeling is the framework that defines how credit for conversions is assigned to different marketing touchpoints along a user's conversion path. Various models (e.g., Last Click, First Click, Linear, Time Decay) offer different perspectives on which channels contributed most to a conversion, helping marketers optimize their spending.

Which of the following statements about segments is incorrect?

Answer: Segments are filters that permanently alter your data

Segments in Google Analytics are non-destructive filters that allow you to analyze subsets of your data without permanently altering the underlying raw data. They are applied temporarily for reporting and analysis, enabling comparisons and deeper insights into specific user groups or sessions.

In Multi-Channel Funnel Reports, which channel could NOT be credited with a conversion?

Answer: Television commercials

Multi-Channel Funnel reports rely on digital touchpoints that Google Analytics can track, such as website referrals, paid search, organic search, and social networks. Television commercials are an offline channel that Google Analytics cannot directly track as a specific touchpoint in a digital conversion path, thus they cannot be credited within these reports.

What will happen if a user clears the Analytics cookie from their browser?

Answer: All of the above

If a user clears their Analytics cookie, Google Analytics will lose the ability to associate their current behavior with past data collected under that cookie. The next time they visit the site, Analytics will set a new unique ID and a new browser cookie, effectively treating them as a brand new user.

Which report can compare metrics based on user acquisition date over a series of weeks?

Answer: Cohort Analysis report

The Cohort Analysis report groups users based on a shared characteristic, typically their acquisition date, and then tracks their behavior over subsequent periods (e.g., weeks). This allows you to understand how different cohorts of users engage with your site over time, revealing trends in retention and performance.

Which of these is NOT a benefit of using segments in your data analysis?

Answer: You can permanently modify the data in your view

Segments are designed for temporary, non-destructive analysis of your data. They allow you to isolate and compare specific subsets of users or sessions without altering the raw data stored in your Google Analytics view. Permanent data modification is typically done through filters, not segments.

To recognize users across different devices, what feature must you enable?

Answer: User ID

The User-ID feature allows you to associate a unique, non-personally identifiable ID with individual users across multiple devices and sessions. By consistently sending this ID to Google Analytics, you can get a more accurate, unified view of a user's journey, rather than treating each device as a separate user.

Which of these represents the hierarchical structure of a Google Analytics account?

Answer: Account > Property > View

The Google Analytics account structure is hierarchical: an 'Account' is the top-level container, which can hold multiple 'Properties' (websites or mobile apps). Each Property can then have multiple 'Views,' which are filtered perspectives of the data collected by that property.

Which report helps you understand which kinds of mobile devices were used to visit your website?

Answer: Mobile > Devices report

The 'Mobile > Devices' report within Google Analytics specifically provides data on the types of mobile devices (e.g., iPhone, Samsung Galaxy, iPad) users are employing to access your website. This report is crucial for optimizing your site's mobile experience and understanding your audience's device preferences.

Which of these are required for Multi-Channel Funnels?

Answer: Goals or Ecommerce

Multi-Channel Funnel reports visualize the paths users take to complete a conversion. Therefore, to have data in these reports, you must have either Goals configured (tracking specific actions as conversions) or Ecommerce tracking implemented (tracking transactions and revenue). Without defined conversions, there's no funnel to analyze.

Which report shows users who initiated sessions over 1-day, 7-day, 14-day, and 30-day periods?

Answer: Active Users report

The Active Users report (also known as 'N-day Active Users') shows the number of unique users who initiated sessions within the last 1, 7, 14, or 30 days. This report is valuable for understanding user engagement and retention over different timeframes, indicating the overall stickiness of your website or app.

Which report show websites that send traffic to your pages?

Answer: All traffic

The 'All Traffic' reports in Google Analytics, specifically the 'Referrals' section, are designed to show the domains of websites that have sent traffic to your pages. This report helps you understand which external sources are driving visitors to your site. It provides insights into the origin of your incoming web traffic.

If you define a Destination Goal for a newsletter sign-up, and a user completes the newsletter sign-up three times in three separate sessions, how many Goal conversions will Google Analytics count?

Answer: 3

Google Analytics counts a goal conversion each time a user completes the defined goal within a session. Since the user completed the newsletter sign-up (a Destination Goal) in three separate sessions, Analytics will record three distinct goal conversions. Each session is treated independently for goal tracking purposes.

What will happen if you install the same default tracking code on pages with different domains?

Answer: Analytics will associate these users and sessions with their respective domains

The default Google Analytics tracking code is designed to track data for the specific domain it is installed on. When placed on different domains without cross-domain tracking configured, Analytics will treat each domain as a separate entity. Consequently, it will associate users and sessions with their respective domains, not a single one.

What will happen if a user clears the Analytics cookie from their browser?

Answer: All of the above

Google Analytics relies on browser cookies to identify unique users and sessions. If a user clears their cookies, Analytics loses the ability to link their current behavior with past data, effectively treating them as a new user. A new unique ID and a new browser cookie will then be set the next time they visit a tracked page.

In Multi-Channel Funnel Reports, which channel could NOT be credited with a conversion?

Answer: Television commercials

Multi-Channel Funnel Reports analyze the sequence of digital touchpoints (like organic search, paid ads, social media, and website referrals) that lead to a conversion. Television commercials are an offline marketing channel and do not directly interact with the website's tracking code. Therefore, they cannot be credited within these specific digital attribution reports.

If the Google Merchandise Store sets up a URL goal of “/ordercomplete” and a Match Type of “Begins with”, which of the following pages on www.googlemerchandisestore.com will NOT count as a goal?

Answer: /order/complete.php

A 'Begins with' match type for a URL goal requires the page path to start exactly with the specified string. The goal '/ordercomplete' will match paths like '/ordercomplete/index.html' or '/ordercomplete.php'. However, '/order/complete.php' does not begin with '/ordercomplete'; it starts with '/order/', and thus will not be counted as a goal completion.

What is the set of rules that determines how sales and conversions get attributed based on touch-points in the conversion path?

Answer: Attribution modeling

Attribution modeling is the framework within Google Analytics that defines the rules for how credit for conversions is assigned to various touchpoints (channels) in a user's conversion path. It helps marketers understand the relative impact of different marketing channels on their sales and conversions. Different models offer various perspectives on channel contribution.

By default, which of these are NOT Remarketing audiences that you can define?

Answer: Users who visited your physical store

Google Analytics Remarketing audiences are built based on user behavior data collected from your website or app. While you can define audiences based on website visits, language, or video engagement, Analytics cannot directly track or identify users who have visited a physical store without specific offline-to-online integration, which is not a default remarketing audience capability.

Segments are applied before sampling in reports

Answer: False

Segments are applied *after* data has been sampled in Google Analytics reports. If a report exceeds the sampling threshold, the data is sampled first, and then the segment is applied to that sampled dataset. This means that applying a segment does not prevent sampling from occurring on large datasets.