2016 Google Analytics Certification Guide


google-analytics

  • 90 minutes will be given to complete the Advanced Search exam
  • 70 questions will be Available in Advanced Search exam and once confirm the answer you cannot modify it in AdWords exam
  • 80% score should be needed for passing the Advanced Search exam

Of all the exams Google offers… this is by far the most important.  Without tracking there isn’t a point to advertising.  Analytics provides you tracking.  Understanding how to use analytics will open the door to profitability.

*Updated May 22nd 2016 for more recent material.


 Chapter 1: Google Analytics 

Google Analytics (now referred to as GA) is a tool that tells you how a visitor reacts to your page.  It will tell you how they entered and for how long they stayed.  GA relies on a tracking code which you must place on the pages you want to track.  This is called the trackPageView() method.  One of the most important things that GA tracks is how much money you are making and what your conversion rates are.  This can tell you were in the conversion funnel you are doing poorly in.  It will also allow you to test and experiment with different landing pages, keywords, and campaigns.  When AdWords is integrated with GA, you will be able to make more informed decisions.

GA has several amazing features including internal site search, benchmarking, and funnel visualization.  Internal Site Search follows how people search your website.  This can lead to relevant observations and paths of conversions.  Benchmarking allows you to compare your website with others in your industry.  Funnel Visualization is my favorite since it allows you to figure out the best settings for conversions. Google prides itself in keeping the data it collects anonymous.  Although it will track where visitors come from it will not reveal personal information.  Google also does not share GA data with third party advertisers.

You should only add a tracking code to your website after you implement planning. You should plan how your analytic affects your campaign. You can quickly determine whether your Google Analytics code snippet is working a specific website page using real-time. Real time is a tool that allows you to monitor activity when it happens on your website or app. The reports are updated and you can see how many people are on your site, geographic locations, traffic sources that referred viewers, pages and events those viewers are interacting with, and which goal conversions occurred. Real time allows you to immediately and continuously monitor the effects that new campaigns and site changes have on your traffic. It’s great for verifying that the tracking is working on your site or app.

Google defines Digital Analytics as a process of continual improvement of the online experience through the analysis of both qualitative and quantitative data obtained from your business. It also involves studying and comparing your data with your competition. Google offers an academy to help you improve your skills and develop best practices. Current courses include Mobile App Analytics Fundamentals, Ecommerce Analytics, Platform Principles, and Digital Analytics Fundamentals.

Digital Analytics include topics such as navigating Google Analytics reports, conversion reports and collecting actionable data. There are four types of Analytics reports: audience reports, acquisition reports, AdWords reports, and behavior reports. There are also four types of Navigating Conversion Reports: goal flow report, ecommerce report, multi-channel funnels report, and attribution reports. Each of the above eight reports are important to learn. However, these reports rely on setting up the right account structure as well as setting basic filters, goals/ecommerce, and collecting valuable data.

There are many different segments you should track when considering data: traffic by device, traffic by geography, traffic by marketing channel, and traffic by time of day. Traffic by device includes mobile devices report which will organize data by mobile device, brand, service provider, etc.  This is great information when designing a mobile user friendly mobile website. Traffic by Geography is a filter which uses geo-fields to track data based on geographical regions.  You can track by country or even track by smaller geographical regions such as cities or states. Traffic by Marketing Channel tells you where your traffic is coming from.  Is it coming from YouTube, third party websites (specifically which ones), organic or paid search. Traffic by time of day tells you when most of your visitors are active.  It is important to note that it is possible for you to have less traffic and more engaged visitors.

When applying filters to your Analytics account, Google suggests you maintain one unfiltered view. An unfiltered view helps the original data from being altered. You almost always want to keep a copy of the original data to go back and look at. Analytics automatically creates one unfiltered view for every property in your account. However, you can set up multiples views for a single property. You can use filters to create customized views and analysis certain subsets of data in your reports. It is highly recommended that you don’t delete or add filters to your original view. When you delete a view, that particular historical perspective of the data is gone.


Question: What does “_trackPageview()” do?

Answer: It registers a page view.

Question: Can Analytics track visits to cached pages?

Answer: Yes.

Question: Does Analytics automatically track number of visitors?

Answer: Yes.

Question: Does Analytics automatically track referrers?

Answer: Yes.

Question: Does Analytics automatically track average time spent?

Answer: Yes.

Question: Does Analytics automatically track click path?

Answer: Yes.

Question: Where is the URL Builder?

Answer: Help Center.

Question: Why is the URL Builder important?

Answer: It can help you create URLs with tracking parameters already included.

Question: Should you manually tag banner ads with variables?

Answer: Yes.

Question: Should you manually tag non-AdWords PPC campaigns with variables?

Answer: Yes.

Question: Should you manually tag email campaigns with variables?

Answer: Yes.

Question: Can you manually tag organic search with variables?

Answer: No. Not possible.

Question: Should you manually tag bookmarks with variables?

Answer: No. It won’t work.

Question: When tracking visitors from newsletter, banner, or email campaigns, what do you tag?

Answer: Manually tag destination URLs.

Question: What are the three campaign variables you should tag a URL using manual tagging?

Answer: Source, Medium, and Campaign.

Question: What is Google Analytics?

Answer: Free service offering a simple way to track metrics on your Website with the addition of a small snippet of code placed on all pages of your Website.

Question: What does connecting AdWords and GA provide?

Answer: Cost data to be imported into GA

Question: How should you tag in AdWords?

Answer: Auto-tagging, not manual

Question: Where should you avoid using redirects with AdWords?

Answer: On landing pages, avoid redirects that will strip gclid of AdWords

Question: How does AdWords handle invalid clicks?

Answer: AdWords filters them out

Question: T or F: If JavaScript is turned off, both Google Analytics and AdWords will not function

Answer: False, AdWords will still function properly.

Question: How long is AdWord’s window of conversion?

Answer: 30 days

Question: What are pageviews?

Answer: number of views of a website by a user

Question: What is session duration?

Answer: length of time spent on a website by a user

Question: What are bounce rates?

Answer: percentage of single page sessions in which the user did not interact with the website (like low bounce rates)

Question: What are frequency and recency?

Answer: how frequently each user returns within a certain time frame and the time past before returning

Question: What are landing pages?

Answer: URL that has gained the most interest in Google web search results

Question: What are exit pages?

Answer: pages on your site which users exited

Question: What are refering sites?

Answer: pages in those domains that are referring traffic to your site

Question: What are goals?

Answer: a count of how many sessions reached a certain page or group of pages

Question: What are filters?

Answer: can limit/customize the traffic data included in your Google Analytics

Question: What are events?

Answer: user interactions that are independently tracked from a web or screen page such as downloads, ad clicks, gadgets, or video plays

Question: What are sessions?

Answer: number of times a user is active on a website

Question: What are conversions?

Answer: completion of an activity on your site that is important to the success of your business (ex. completed sign up for newsletter)

Question: What do you need to do in order to start using Google Analytics?

Answer: Sign up for a new account online, set up account properties, include the tracking ID and code in your website or app

Question: How does Google Analytics determine a session?

Answer: Inactiveness for 30 minutes or more yields a new sessions, however users that leave the site and return within 30 minute span are considered the original session.

Question: What is a metric?

Answer: The quantitive measurements of your data. Metrics in Google Analytics can be sums or ratios.

Question: What are some valid location dimensions?

Answer: Country/Territory, City, and Region are valid dimensions. Address is not a valid dimension, as Google Analytics does not track Personally Identifiable Information.

Question: True or False: Bounce Rate is a dimension?

Answer: False. It is a metric.

Question: True or False: %New Visits is a dimension?

Answer: False. New Visitors is a dimension, but %New Visits is a metric.

Question: True or False: Browser is a metric?

Answer: False, it is a dimension.

Question: You want to find out which keywords visitors from Chicago use to find your website. How can you do this?

Answer: In the Map Overlay report, select the Keyword dimension for the city of Chicago.

Question: How can you determine the conversion rate for people on a certain Operating System and located in a particular city?

Answer: Looking at the Operating System report, choose City as your secondary dimension.

Question: People are spending more time on your site. How can you tell if they are actually interacting more on the site?

Answer: Look for an increase in Pages per Visit.

Question: What does the Visit Duration report show you?

Answer: It categorizes visits based on the amount of time they spend on your website.

Question: If a visitor conducts two transactions on your website during one visit, how many conversions and how many transactions will be tracked by Google Analytics?

Answer: 2 transactions, and 1 conversion.

Question: What are some ways you can use profiles?

Answer: You can look more closely at traffic to one subdomain, you can look more closely at traffic to one directory or section of a website, and you can limit access to some segments of data.

Question: You want a profile to include only Google AdWords data. How can you do this?

Answer: Use an Include filter.

Question: What is the purpose of a virtual pageview?

Answer: To track activity that visitors may complete that does not result in a natural pageview.

Question: You are interested in exploring metrics by campaign and traffic source. Which of the following sections will have this report information by default?

Answer: Acquisition

Question: You should add Analytics tracking code to your site _______.

Answer: after implementation planning

Question: Which of the following would you use to show two date ranges on the same graph?

Answer: date comparison

Question: A visitor comes to your site but stops looking at pages and generating events. Which of the following will occur by default?

Answer: The visitor’s session expires after 30 minutes of inactivity.

Question: Which of the following are advantages of implementing Google Tag Manager?

Answer: You can add non-Google tags to your site without editing site code

Question: Where do you find the tracking code, tracking id & property number?

Answer: Sign in to your Analytics account

Question: What does the ec.js plugin allow yout to see?

Answer: Viewing product impressions

Question: What are the best monetization Models for Gaming Apps?

Answer: Freemium, In-app purchases, Ads

Question: What are the best monetization Models for Utility Apps?

Answer: Freemium/Subscription, Ads


 Chapter 2: Conversions 

When assigning goal values the idea is to give a non-ecommerce conversion a monetary value.  Each time the goal is reached, the value you gave it is recorded and added together.  Every action a user does can be translated to a dollar amount.  Assigning a Goal Value is optional when setting up Goals.  However, giving it a value will help determine whether you should spend more money on a certain channel.  ROI and Average Score depend on the Goal Value you set. Goals are grouped in sets which appear in your reports beneath the Explorer tab.  There are several goal types: destination, duration, page/screens per sessions, and events.

Destination: A specific location loads
Duration: Sessions that lasts a specific amount of time or longer
Pages/Screens per session: A user views a specific number of pages or screens
Event: An action defined as an Event is triggered

Setting up goals allows you to see a list of transactions, conversion rates, and conversion paths in Google Analytics. Therefore it is a good idea to create a goal.  You can choose either a template or a custom goal. If you are tracking a transaction or purchase using the Ecommerce tracking code you can leave the Goal Value blank.  The true value of the transaction will appear in the Revenue metric based on your shopping cart. The next step is determining how to effectively reach your goal. To do this you will need an attribution model.

Attribution models are set of rules that determine how credit for sales and conversions are assigned. Sales and conversions are normally assigned to certain points in conversion paths. There are many attribution models you can choose from: last interaction, last non-direct click, last AdWords click, first interaction, linear model, time decay, and position based model. The most important model to understand is probably the linear model (I use this one).

The linear model assumes that each touch point is equally responsible for the conversion therefore each of them shares equal credit. Paid Search, Social Network, Email, and Direct channels share equal credit for the sale.

The Last Interaction model assumes that the last touch point results in the conversion and therefore receives all the credit.

The last non-direct click ignores all direct traffic and assigns credit to the last channel the customer clicked through before converting.

The last AdWords click assumes that the first and only click to a paid search channel is responsible for the conversion and assigns credit there.

The first interaction model assumes the first touch point should receive credit.

The time decay attribution model assumes that the touch points closest in time to the sale or conversion should get most of the credit.

The position based model gives 40% of the credit to each the first and last interaction and the remaining 20% to the middle interactions.

If users are visiting your website several times before converting you would want to understand how they arrived at your site.  Assisted Conversions is great for understanding whether is keyword is part of the conversion path.

A channel can play three roles in conversion paths: last interaction, assist interaction, and first interaction.  Last interaction is the referral immediately before conversion.  Assist interaction is any referral on the conversion path excluding the last interaction.  First interaction is the first referral point; it is also considered an assist interaction. Assisted Conversions are the number of sales that the channel assisted in.  If the channel appears anywhere in the conversion path, it is considered an assist.  You can determine how much important a channel is for assisting conversions based on the number.  Last click is the final click before a conversion.  The higher the number the more important the channel is for direct sales.

All conversions in which a channel was a non-last interaction are considered an assisted conversion.  The value is the total value associated with the conversions.  You will see some double counting across assisted and last conversions. Analytics will count a single person as two conversions if there were two conversion paths.

Micro Conversions represent minor transactions which users frequently engage in before making a purchase. They can include email sign ups, creating an account, browsing the site for a long period of time, or downloading a white paper. It is important to know you can stack micro conversions together to create the prefect sales funnel. A macro transaction on the other hand is a completed sale transaction.

Email sign up is when you define as the “Thank you for Signing up” page. You can attribute a value to this goal. If you estimate that every 5 customers who sign up buy something where your margin is 100 dollars then the value of a sign up is 20 dollars. People who sign up are much more likely to be engaged and buy your products.

You can ask users to create an account on your website. Not only will you get their emails, but you can ask for other person information. Asking customers to create an account has trended down recently, but I still like it for data bank purposes. Another micro conversion could be to track how long and how many pages they view before a purchase. This is beneficial since it gives you data on what pages are popular before a purchase. You can change landing pages based on what you find.

My favorite micro conversion is when someone downloads a white paper. You will get their email as well as advertise yourself in a “neutral” way. When someone downloads a pdf they are generally interested in the topic. Here you will need to create an Event goal which is triggered by the link.

Event goals are also useful in measuring data such as percentage of sessions where the user clicks a certain button. You can use track the button with an event and set up an event goal. This is the simple way to measure how likely it is for a user to click a certain button. Events are defined as user interactions with the content and can include downloads, mobile ad clicks, gadgets, Flash elements, AJAK embedded elements, or video plays. They are great ways to collect data on how users interact with your website or app.

Calculating the value of display ads can be difficult to do. One way is to use a linear attribution model which will give a percentage of credit to the first interaction. Another way is to simply use a first interaction attribution model. This works well if you find out that most of your customers initially learn your brand through display. It is important to calculate the ROI correctly since display can easily be ramped up.

If you are interested in exploring metrics by campaign and traffic search then the acquisition report will be a good place to start. The report has four primary metrics: acquisition, behavior, conversion – ecommerce, and conversion – goals. Acquisition focuses on the number of sessions, the percentage of new sessions, and the number of new users. Behavior focuses on the bounce rate, number of pages per session, and the average duration of a session. Conversion – Ecommerce focuses on number of transactions, revenue, and the conversion rate for ecommerce. Conversions-Goals focus on the conversion rate, the completion rate, and the goal value.

Margin metrics helps you determine if your campaign is profitable. This gives you an idea about how much money you should spend on a campaign. It is important to determine whether certain products should be advertised. Not every product is worth advertising. This can be the case if the product’s margins are too low or if the CPC is too high. You should measure how much revenue is generated by the sale and how much money was spent advertising. Many times a product with low margins is not worth advertising.

To calculate Revenue per Click you must specify a goal value in Analytics. You should assign a value for each goal that is set up. The value of the goal is the revenue of the conversion (usually a sale). The revenue per click is simply the Goal Value multiplied by the Conversion Rate. This means every single time some clicks on your ads, you gain that value. The reason to set this up is to determine how profitable each keyword is. If a non-profitable keyword is being clicked, every time someone clicks you lose money. If your keyword is not profitable you can try lowering the CPC. You can also try improving your conversion rate by designing new landing pages.

Question: What is ROI?

Answer: (Revenue-Cost)/Cost.

Question: What is the Formula for CTR?

Answer: Clicks/Impressions

Question: How do you know if one campaign initiated a conversion?

Answer: Assisted Conversion Value.

Question: What does Assisted Conversion help with?

Answer: Tracking whether a particular keyword helped secure a conversion.

Question: What is the Last Interaction attribution model?

Answer:the Direct channel — would receive 100% of the credit for the sale

Question: What is the Last Non-Direct Click attribution model?

Answer:all direct traffic is ignored, and 100% of the credit for the sale goes to the last channel that the customer clicked through from before converting

Question: What is the Last AdWords Click attribution model?

Answer:the first and only click to the Paid Search channel — would receive 100% of the credit for the sale.

Question: What is the First Interaction attribution model?

Answer:the Paid Search channel — would receive 100% of the credit for the sale.

Question: What is the Linear attribution model?

Answer: the Paid Search, Social Network, Email, and Direct channels — would share equal credit (25% each) for the sale.

Question: What is the Time Decay attribution model?

Answer: the touchpoints closest in time to the sale or conversion get most of the credit.

Question: What is the Position Based attribution model?

Answer: 40% credit is assigned to each the first and last interaction, and the remaining 20% credit is distributed evenly to the middle interactions.

Question: What is the Last-click model?

Answer: What attribution model is GA?

Question: To which Google Analytics report does the Enhanced Link Attribution property setting apply?

Answer: Pages

Question: What are 4 goal types?

Answer: Destination, duration, pages, event

Question: When is a destination goal triggered?

Answer: When a specific location loads

Question: When is a duration goal triggered?

Answer: When a session that lasts a specific amount of time or longer

Question: When is a pages goal triggered?

Answer: When a user views a specific number of pages or screens

Question: When is an event goal triggered?

Answer: When an action defined as an event is triggered

Question: How can you set the goal value for an event goal?

Answer: Use the Event value as the Goal value.

Question: What must you do to start using ecommerce tracking?

Answer: Enable it for both web and app properties at the view level

Question: Where does Site Search reports show?

Answer: Under Content on the Standard Reporting

Question: Where can you view event tracking data?

Answer: Under the Events reports menu under Behavior category in your reporting views

Question: What are the 5 event components?

Answer: Category, action, label, value, implicit count

Question: What is the category event component for?

Answer: Root of Event tracking and should function as the first way to sort events

Question: What is the action event component for?

Answer: A descriptor for a particular event category. You can use strings to define and action

Question: What is the label event component for?

Answer: Optional descriptor that you can use to provide further granularity.

Question: What is the value event component for?

Answer: A numerical variable for the event

Question: What is the implicit count component for?

Answer: To count the number of interactions with an event category. It does not appear in the standard GA reports but the data is accessible via API

Question: Where do the values for Events display?

Answer: Event Reports

Question: What is Ad Mob? 

Answer: a mobile advertising network that Google acquired in November 2009. It offers advertising solutions for Android, iOS and Windows Phone 8.

Question: What is Android SDK? 

Answer: The Android SDK is a collection of API libraries and developer tools that are needed to build, test, and debug apps for Android.


 Chapter 3: Data 

Analytics includes data for your user’s demographics and interests.  You can think of the split like this: Demographics (Age/Gender); Interests (Affinity, In-Market, Other).  Google Analytics takes the information from the DoubleClick third party Cookie.  If a Cookie is not associated with a user, then GA will not be able to provide demographics or interest categories.

Data is also available in custom reports, and you can use it as the basis for segmentation. This will allow you to determine how your users’ act given certain demographics and interests.  These are the same targeting components you would use in the Google Display Network. AdWords for video allows targeting based on demographics and interests.  It’s great for video.

Dimensions are descriptive attributes or characteristics of objects that can have different values. Metrics are individual elements of dimensions that are measured as a sum or a ratio. Meaning can be derived from combining dimensions with metrics.

Most reports will allow you to add secondary dimensions. This will allow you to analyze two or more dimensions. Adding a secondary dimension is easy: use the drop down above the data table and search or browse for additional dimensions. You won’t be able to add secondary dimensions in some reports. If your objective is to see conversation rates for an operating system coming from a certain city you should choose operating system and city as your secondary dimensions to understand the data.

Site search reports are great for identifying what terms your visitors used to conduct search on your website. It will also allow you to see how clean your navigation is. This report provides information about how many of your traffic uses the search engine on your own website, what terms they are searching for and how engaged with their searches.

To see whether your landing pages are working you can use the Destination URL dimensions. This will allow you to evaluate landing pages that you are using for AdWords ads. This report will allow you to see the URLS that you’ve directed users from your AdWords ads, as well as any campaign tagging in those URLs. The destination URL is the page where you are sending people. Each ad has a specified display URL and a destination URL. Google policy means that both URLs have to be within the same website (meaning they share the same domain). The destination URL does not have to be visible in the ad.

Mediums are attached to every referral. In fact every referral to a website has a medium. Mediums can be organic, CPC, referral, email, or none. Organic mediums are unpaid searches. CPC is paid search. Referral is simply referral. Email is the name of the custom medium you have created. None refers to direct traffic.

Traffic sources are the place where the traffic came from. For many optimized websites it is Google. Google is considered a traffic source. Referring websites are also considered traffic sources. This is different from the medium which is the type of traffic. It is important to understand the differences between a medium and a traffic source.

When creating a custom report you can choose from many dimensions and metrics. Dimensions and metrics are the Legos of your report; however you should understand the differences between the two. Dimensions describe data. They are the labels for your reports. You can think of them as answering the question of what. They are more qualitative in nature. Metrics are the measurements for the data. They are a subset of a dimension. They are more quantitative in nature. You can think of them as answering the question of how. Regions and Screen resolution are two examples of a dimension. Percentage of new visits and bounce rates are examples of metrics.

There are two simple ways to add data: cost data import and dimensions widening. Cost data import is a feature that allows you to take exported cost data and upload it to Analytics. The cost data is joined with user interaction data and creates a ROI analysis for paid campaigns. Custom data sources can represent a single or a multiple external data source. Before uploading cost data into Analytics you need to create a custom data source. You can only create one through the Google Analytics web interface. Each custom data source has a unique ID required to upload the data. Dimensioning widening is now called custom data import. They work exactly the same. Custom Data import allows you to join data by deciding what data to import, creating necessary custom dimensions/metrics, creating a data set, uploading your data as a CSV, and viewing data.

You can use table filters to help you understand data. Filters can be used to report on only a subdomain or directory. Filters can be used to replace long page URLS with more readable text. Filters can be used exclude visits from a certain IP address. Filters can be used to include traffic that comes only from a particular campaign.


Question: Can you view Campaign data with Manual Tagging enabled?

Answer: Yes.

Question: Can you view Placement URL data with Manual Tagging enabled?

Answer: No.

Question: Can you view Match Type data with Manual Tagging enabled?

Answer: No.

Question: Can you view Ad Group data with Manual Tagging enabled?

Answer: No.

Question: How do you identify different versions of an ad?

Answer: Content parameter utm_content.

Question: If AdWords data is not showing up what may be happening?

Answer: Autotagging may not be enabled or a redirect is stripping the gclid.

Question: How can visitors come from paused or discontinued campaigns?

Answer: If the visitors originally came from the campaign and are now direct visitors.

Question: What is a referrer?

Answer: It’s a URL from an outside website that directs visitors to your website.

Question: What does traffic coming from website.com mean?

Answer: Tracking is not configured properly.

Question: Why would a search engine appear on a list of referring sites?

Answer: It could be a referrer through a personalized search page.

Question: What does a direct visitor mean?

Answer: It means they typed in the website URL or can through a bookmark.

Question: What type alerts can be created from Intelligence Events?

Answer: Daily, Weekly, Automatic, and Custom.

Question: How can you set up a custom alert?

Answer: Through Intelligence.

Question: How can you set up a weekly revenue alert?

Answer: Through Intelligence.

Question: What are some valid dimensions?

Answer: Country/Territory, City, and Region.

Question: Is address a valid dimension?

Answer: No. Google does not track personal id information.

Question: Is Bounce Rate a Metric or Dimension?

Answer: It is a Metric.

Question: Is %New Visits a Metric or Dimension?

Answer: It is a Metric.

Question: Is New Visits a Metric or Dimension?

Answer: It is a Dimension.

Question: Is Screen Resolution a Metric or Dimension?

Answer: It is a Dimension.

Question: Is Region a Metric or Dimension?

Answer: It is a Dimension.

Question: Is Browser a Metric or Dimension?

Answer: It is a Dimension.

Question: Is City a Metric or Dimension?

Answer: It is a Dimension.

Question: Is Average Time on Site a Metric or Dimension?

Answer: It is a Metric.

Question: Is Pageviews a Metric or Dimension?

Answer: It is a Metric.

Question: How can you find out which keywords visitors from Chicago are finding your site?

Answer: Map Overlay Report. Select Keyword Dimension.

Question: How can you determine conversion rate based on Operating System in a particular city?

Answer: Choose Operating System report and City (as a secondary dimension).

Question: How can you tell whether people are interacting with your site?

Answer: Look at Pages per Visit.

Question: What is the Visit Duration report?

Answer: It categorizes visits dependent on the amount of time spent on your website.

Question: If a visitor conducts two transactions in one visit, how many conversion and transaction will Google Analytics read?

Answer: 2 transactions and 1 conversion.

Question: If a visitor subscribes to a newsletter and someone with the same computer also subscribes within the same sessions how many conversions will google Analytics count?

Answer: 1 Conversion.

Question: What is not tracked because it doesn’t execute JS?

Answer: Crawlers.

Question: How long can data take to show in GA?

 

Answer: 24+ hours

Question: What categorizes visits according to time spent on site?

Answer: Visit duration

Question: What data does Google NOT capture?

Answer: address, name, credit cards.

Question: What are Intelligence Events?

Answer: Alerts where GA detects changes in site performance

Question: Which metric excludes bounces from the calculation?

Answer: Average time on page

Question: What is the first step for an overall GA implementation?

Answer: Articulate business objectives

Question: What is the purpose of “_trackPageview()”?

Answer: To register a pageview in Google Analytics.

Question: How can you track user engagement on websites that use Flash or AJAX and are located on one HTML page?

Answer: You can use Event Tracking, or track interactions as Pageviews and set goals.

Question: How can you track Flash Events with Google Analytics code?

Answer: _trackEvent() or trackPageview() will work.

Question: What are the three elements of Event Tracking?

Answer: Categories, Actions, and Labels.

Question: True or False: Google Analytics can NOT track visits to cached pages.

Answer: False

Question: True or False: by default, Google Analytics will track the number of visitors.

Answer: True

Question: True or False: by default, Google Analytics will track the click path of individual visitors.

Answer: True

Question: What are the three minimum campaign variables you should utilize to tag a URL using manual tagging?

Answer: Source, Medium, and Campaign.

Question: What is the correct parameter to identify different versions of an ad?

Answer: Use the content parameter utm_content

Question: What is the formula for Click-Through Rate?

Answer: Clicks / Impressions

Question: Google AdWords data is not showing up in your account as google / cpc. Why might this happen?

Answer: It can happen if autotagging is not enabled in your AdWords settings, or if a redirect is stripping out the gclid.

Question: Reports show that visitors are coming from paused or discontinued campaigns. Why might this be?

Answer: If the visitors were originally referred by that campaign, and are now coming back as direct visitors, they will be attributed to the paused or discontinued campaign.

Question: What is a referrer?

Answer: It is the URL of an outside website from which a visitor comes to your website.

Question: On your website.com, you are seeing traffic coming from website.com / referral. Why might that be happening?

Answer: You may have several subdomains and the Google Analytics Tracking Code is not configured properly.

Question: A search engine appears in the list of referring sites. Why might this happen?

Answer: It could happen if someone was referred to your site through a personalized search page, for instance.

Question: In the Google Analytics Intelligence Events, what types of alerts are available?

Answer: You can get Daily alerts, Weekly alerts, Automatic alerts, and Custom alerts through Google Intelligence.

Question: How can you use the Landing Pages Report in assessing website performance?

Answer: You can use it to identify landing pages with high bounce rates, and to determine where visitors are entering your website.

Question: What is one indication of a poorly performing landing page?

Answer: A high Bounce Rate, perhaps greater than 90%.

Question: What is Bounce Rate?

Answer: The percentage of visits on a website where the visitors views one page and leaves without any interaction on the website.

Question: Which metric can you use to determine if one type of campaign was responsible for initiating conversions?

Answer: The Assisted Conversion Value

Question: Your visitors have a habit of visiting your site several times before converting. Which metric could help you determine whether or not a particular keyword is part of a conversion path?

Answer: Assisted Conversions

Question: What is the first step of analytics planning?

Answer: Define your overall measurement plan and business objectives

Question: Your Multi-Channel Funnel reports have no data. What is the most likely reason?

Answer: You haven’t set up Goal Funnels

Question: Your company has a website and a mobile app, and you want to track each separately in Google Analytics. How should you structure your account(s)?

Answer: one account, two properties

Question: Which of the following most accurately describes the concept of attribution in digital analytics?

Answer: assigning credit for conversions

Question: 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?

Answer: 1

Question: 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?

Answer: Ecommerce Conversion Rate

Question: What type of data can and can not collect?

Answer: The Measurement Protocol only allows developers to collect user-interaction (event / hit) data. It does not allow developers to upload aggregated data like tables.

Question: How is Google Analytics able to determine if a group of website interactions are all from the same user device?

Answer: By setting a unique ID for the device that is attached to each hit


Chapter 4: Optimization

To identify the most popular content on your website you should go under the section behaviors. The Behavior section will have this report information by default available to you. The behavior section is designed to help you improve the content on your website to meet the expectations of your users. You can view how frequently each page on your website was viewed. Higher bounce rates indicate these pages may need to be rewritten or redesigned.

Bounce rates are the percentage of single page sessions. Typically you want a low bounce rate. Google suggests several reasons your bounce rate may be low: single page site, incorrect implementation, and the most common site design. If your website is not designed correctly then you should redesign the landing pages, optimize those pages to correlate better with the search terms, and change the ads or keywords to reflect the page’s content. You can use content experiments. A bounce rate of over 90% is considered poor. Site layout as well as confusing navigation is common reasons a person leaves a site. Improving your bounce rate can be as simple as creating a landing page.

Unlike bounce rate, a high new visits rate isn’t necessarily bad. New visits may even be considered something positive. A new visit rate of 90% is does not suggest a poor landing page. Landing page often has very little connection with how poor a landing page performs. This is especially true if you are the one driving the new visitors to your website using PPC.

There are two ways to measure traffic volume is the average time a user spent on the website and the number of visits. These two metrics are considered important metrics for measuring overall site traffic. You can use the Visitors Flow to compare volumes of traffic from different sources and examine patterns. You can also compare the relative volumes of traffic from different sources using the same dimensions. You can determine if one source is outperforming the others.

A/B testing will allow you to experiment with different versions of a web page and see which one drives the most traffic. You can also test based on browser and screen resolution. But perhaps the most important is path analysis. This will help you identify which paths users are most likely to take.

Try Alerts. Google Analytics uses an intelligence engine that automatically monitors your traffic and posts automatic alerts when it seems something strange. You can also tell Google to look for certain things you are worried bout. Five common custom alerts include Revenue Drop Alert, Landing Page Bounce Rate Increases, Campaign Performance, Keyword Performance, and Country Performance. Many of these alerts can measure both positive and negative trends. Often it is wise to set up two alerts for each of the above: one to alert you if something is wrong and the other to alert you if something is good. That way you can respond accordingly. I always tend to ramp up my spending if I get a positive alert.

You can use the overview report to determine how your campaigns are performing and which campaigns are more successful.  Analytics tracks three important metrics to determine where your campaign is: transactions, revenue, and average order value.


Question: What is a Landing Page Report?

Answer: It is a report that helps identify landing pages which high bounce rates.

Question: What is considered a high bounce rate?

Answer: A bounce rate greater than 90%.

Question: What is Bounce Rate?

Answer: The percent of visits when the visitor views one page before leaving.

Question: If a particular keyword has a high bounce rate, what could be happening?

Answer: The content doesn’t fit what people think should be on it.

Question: What is a good metric for measuring quality of traffic?

Answer: Conversion Rate.

Question: What is a Site Search Report?

Answer: It can help you determine what visitors are searching for when they come to your site.

Question: How can you determine if someone who used your site search has a higher conversion value?

Answer: Site Search Usage and then Goal Conversion tab.

Question: What are common Analytics goals?

Answer: Destination URLs, time on site, page per visit, and events.

Question: What is Google’s Real Time Reporting used for?

Answer: You see pageviews per second or minute and the number of active visitors.

Question: If Real Time is working does that mean your Analytics code snippet is working?

Answer: Yes.

Question: If you add new content, how soon can you see whether people are viewing it?

Answer: immediately.

Question: How can you use profiles to help increase traffic?

Answer: You can figure out whether traffic is coming from a particular source and segment your marketing to appeal to those profiles.

Question: How can you ask a profile to contain only AdWords data?

Answer: Include Filter.

Question: How are profile filters ordered?

Answer: In the order that you apply them.

Question: Can an Advanced Segment be applied to historical data?

Answer: Yes.

Question: Can Advanced Segments be compared side by side in reports.

Answer: Yes

Question: Can User Engagement be tracked with websites using Flash or AJAX?

Answer: Yes with Event Tracking.

Question: What is a virtual pageview?

Answer: It is when a visitor completes an activity but does not trigger a natural pageview.

Question: What can you use if you want to track Flash Events?

Answer: _trackEvent() or trackPageview()

Question: How can you track two buttons and which one receives the most clicks?

Answer: Event Tracking.

Question: The three elements to Event Tracking are?

Answer: Categories, Actions, and Labels.

Question: When does AdWords display a conversion date?

Answer: The date the ad was displayed

Question: When does GA display a conversion date?

Answer: The date the conversion occurred

Question: What do you use to distinguish page steps for forms and checkout flows when URIs are not unique?

Answer: _trackPageview()

Question: What is a URI?

Answer: uniform resource identifier (URI) is a string of characters used to identify a name of a web resource.

Question: What tracks activity that doesn’t generate a pageview?

Answer: Virtual pageviews

Question: What do you use for Flash event tracking?

Answer: _trackPageview() and _trackEvent()

Question: What are the Event Tracking elements?

Answer: categories, actions, labels

Question: What kind of alerts are available?

Answer: Custom and Automatic Alerts

Question: What are Segments?

Answer: Show only matching visits to a set of criteria

Question: How can you filter the data to certain specifications?

Answer: Segments

Question: What can be used in creating Segments?

Answer: Metrics or dimensions

Question: How many segments are allowed per report?

Answer: 4

Question: Why would multiple segments be applied to a report?

Answer: To analyze how they perform against each other

Question: What is the minimum path length displayed by default in the Multi-Channel Funnels > Top Conversion Paths report?

Answer: 2

Question: How long is your Google Analytics data guaranteed to be stored?

Answer: At least two years

Question: Including the original page, how many total page variations can you include in a Content Experiment?

Answer: 10

Question: Where can you find the Google URL Builder?

Answer: The URL Builder is located in the Help Center.

Question: What can the URL Builder help you with?

Answer: The URL Builder can help to create URLs with tracking parameters already attached.

Question: What can the URL Builder help you with?

Answer: True or False. You should manually tag organic search results with campaign tracking variables.

Question: True or False. You should manually tag organic search results with campaign tracking variables.

Answer: False, you can’t do this.

Question: True or False. You should manually tag AdWords campaigns with campaign tracking variables.

Answer: False, autotagging will do this for you.

Question: True or False. You should manually tag bookmarks with campaign tracking variables.

Answer: False

Question: How can you track visitors from a newsletter, banner, or email marketing campaign?

Answer: Manually tag the destination URLs of the campaign that you send visitors to.

Question: What is the formula for ROI?

Answer: Revenue – Cost) / Cost; be prepared to do some basic ROI calculations during the test.

Question: What does the Site Search Report tell you?

Answer: It can help you determine how your visitors are searching your site.

Question: What types of goals can Google Analytics track?

Answer: Destination URLs, time on site, pages per visit, and events.

Question: What is available in Google’s Real Time Reporting?

Answer: You can view pageviews per second, pageviews per minute, and active number of visitors.

Question: Can Real Time show you whether or not the Google Analytics code snippet is working on a particular page?

Answer: Yes, according to Google.

Question: You just added new content and would like to see if people are viewing it. Can you use Real Time to determine this?

Answer: Yes.

Question: In order to set up ecommerce tracking, you need to _______. Select all that apply.

Answer: add an ecommerce campaign variable to your URLs.

Question: Which of the following is not a standard campaign parameter?

Answer: utm_adgroup

Question: You want to explore traffic metrics by gender and age. Which of the following sections in Analytics will be most useful?

Answer: Audience

Question: You want to measure the percentage of sessions during which the user clicks a “product details” button. Which of the following would you need to do in order to see this information?

Answer: track the button with an event and set up an event goal

Question: You want to see the percentage of sessions in which a specific button was clicked. Which of the following would be most useful?

Answer: set up an event goal

Question: Where are goals set?

Answer: at the view level

Question: Which types of groups can you create in Google Analytics?

Answer: Channel Groups


Chapter 5: E-Commerce

The Ecommerce Conversion Rate is the percentage of visits that end in an ecommerce transaction.  It helps answer the question whether your marketing is delivering conversions and whether your audience is ready to buy.  It is great for determining whether your website needs to be redesign to make purchasing easier for users.

The Average Order value will allow you to see how well each deal converts.  It will tell you whether your products listings are generating interest.  It is also useful in determining whether cross-selling related products works.

Using JavaScript for ecommerce will allow you to collect and store information to make the buying process easier. You can sure the tax amount, how much the purchase was, the product SKU (love this feature for automobiles), billing city, etc. However, Google recommends that you should not collect credit card numbers using the JavaScript.

Before Analytics can report ecommerce activity you must enable ecommerce tracking and implement ga.js ecommerce tracking methods in your shopping cart pages. You can do this by creating a transaction object, adding items to the transaction, and submitting to the analytics servers. Essentially, _addTrans() into _addItem() into _trackTrans() .

You can use the Shopping Behavior Analysis report to identify weak points in your purchase funnel.  This report will identify which points in the sales funnel need to be improved based on the point the audience leaves.  Sometimes audiences leave to compare items; this will be obvious if the audience consistently leaves items in their carts.

It is important to identify what the default channels are.  There are eight of them: direct, organic search, referral, email, paid search, other advertising, social, and display.

Direct: Source exactly matches Direct AND Medium exactly matches (not set) OR Medium exactly matches (none).
Organic Search: Medium exactly matches organic.
Referral: Medium exactly matches referral.
Email: Medium exactly matches email.
Paid Search: Medium matches regex ^(cpc|ppc|paidsearch)$ AND Ad Distribution Network does not exactly match Content.
Other Advertising: Medium matches regex ^(cpv|cpa|cpp|content-text)$
Social: Social Source Referral exactly matches Yes OR Medium matches regex ^(social|social-network|social-media|sm|social network|social media)$
Display: Medium matches regex ^(display|cpm|banner)$ OR Ad Distribution Network exactly matches Content AND Ad Format does not exactly match Text.


Chapter 6: Questions with Answers

Explanations to come soon….


Which of the following would you use to set up a custom alert?

A)  Real-Time

B)  Conversion

C)  Content

D)  Intelligence

 

In order to set up commerce tracking, you need to _____.

A)  Add commerce tracking JavaScript to your receipt page or “transaction complete” page

B)  Add an commerce campaign variable to your URLs

C)  enable ecommerce tracking in at least one of the views for a property

D)  have linked an AdWords account with your Google Analytics account

E)  A and B

 

Generally, the recommended best practice is to set up one Google Tag Manager Account

A)  for every Analytics view

B)  for every site you want to track

C)  for your company

D)  for every person who will have access to Analytics

 

You want to see the percentage of sessions in which a specific button was clicked. Which of the following would be most useful?

A)  set up Real-Time reporting

B)  set up a custom report

C)  set up an event goal

D)  set up a dashboard

 

Which of the following would prevent URL destination goal conversions from being recorded?

A)  The match type in the goal definition is incorrect

B)  The tracking code is missing from the conversion page

C)  No URL destination goals have been defined

D)  There was a misspelling in the URL of the goal definition

E)  All the above.

 

Which of the following technologies or features can be used to add data to Google Analytics?

A)  Real-Time

B)  Dimension Widening

C)  Intelligence

D)  Measurement Protocol

E)  Cost Data Import

F)  All the Above

 

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

A)  utm_term

B)  utm_medium

C)  utm_content

D)  utm_source

E)  utm_campaign

 

Which of the following would you use to exclude rows with fewer than 10 visits?

A)  secondary dimension

B)  primary dimension

C)  table filter

D)  table sort

E)  pivot table

 

Which of the following suggest a poorly performing landing page?

A)  Bounce Rate < 90%

B)  Bounce Rate > 90%

C)  % New Visits < 90%

D)  % New Visits > 90%

E)  None of these answers

 

Which of the following represents a macro conversion for an commerce site?

A)  receiving product inquiry

B)  a click on a “buy” button

C)  collecting a lead

D)  a completed sales transaction

E)  all of the above

 

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?

A)  Use a Search and Replace custom filter on the Request URI field where Search String is “/index” and Replace String is “/home”

B)  Use a Search and Replace custom filter on the Request URI field where Search String is “www.example.com/index” and Replace String is “www.example.com/home”

 

True or False: When you share a link to a custom report, you share the data in the report?

A)  True. Sharing a link to a custom report shares the data in the report

B)  False. Sharing link to a custom report only shares a template for the report

 

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?

A)  Path Length

B)  Time Lag

C)  Conversion Value

D)  Top Conversion Paths

E)  Assisted/Last Interaction Conversions

 

Which of the following should you NOT collect with the Google Analytics commerce JavaScript?

A)  product SKU(s)

B)  credit card number

C)  billing city

D)  tax amount

E)  purchase amount

F)  B and C

 

You want to see conversion rates for Windows visits coming from London. Which of the following would you need to select?

A)  City, and Goal Conversion Rate as a secondary dimension

B)  Operating System, and City as a secondary dimension

C)  Goal Conversion Rate, and City as a secondary dimension

D)  any one of these options

 

You want to evaluate the landing pages you are using for AdWords ads. Which of the following dimensions would be most useful?

A)  Ad Group

B)  Campaign

C)  Placements

D)  Keyword

E)  Destination URL

 

For each user who comes to your site, Google Analytics automatically captures which of the following Traffic Source dimensions. Select all that apply.

A)  Source

B)  Medium

C)  Ad Content

D)  Campaign

 

You publish articles by many different authors on your site. You want to create a report that shows the total number of page views for each author. Which of the following features will allow you to

A)  Annotations

B)  Custom Reports

C)  Segments

D)  Analytics Intelligence

E)  Dimension Widening

 

Setting up goals allows you to see ______. Select all that apply.

A)  conversion rates

B)  conversion paths

C)  bounce rate

D)  a list of transactions

E)  commerce revenue

 

Which of the following technologies on your site influence how you implement Analytics? Select all that apply.

A)  responsive web design

B)  query string parameters

C)  Flash and AJAX events

D)  server redirects

 

Which of the following metrics would be most useful in measuring how many conversions were initiated by Paid Search?

A)  Conversion Rate

B)  Assisted Conversion Value

C)  First Interaction (Click) Conversions

D)  none of these metrics

 

Which of the following are advantages of implementing Google Tag Manager? Select all that apply.

  A)  You can add AdWords tags to your site without editing code

  B)  You can add non-Google tags to your site without editing site code

  C)  You can add Google Analytics tags to your site without editing site code

  D)  You can change configuration values in your mobile app without rebuilding a new binary

 

Using filters, you can _____. Select all that apply.

A)  exclude data from a view

B)  change how the data looks in your reports

C)  include data in a view

 

You want to explore traffic metrics by gender and age. Which of the following sections in Analytics will be most useful?

A)  Conversion

B)  Acquisition

C)  Behavior

D)  Admin

E)  Audience

 

Which of the following is not a standard campaign parameter?

A)  utm_adgroup

B)  utm_content

C)  utm_source

D)  utm_campaign

 

Which of the following are metrics? Select all that apply.

A)  City

B)  Pageviews

C)  % New Visits

D)  Browser

 

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? Select all that apply.

A)  use of the “customize your watch” tool

B)  an exit from your homepage

C)  an email signup

D)  an online sale

E)  an exit from a product page

 

What is the purpose of the URL builder?

A)  to generate the URL tracking parameters that need to be appended to an organic search result

B)  using the URL builder is required in order to track AdWords visits

C)  to generate a URL with tracking parameters

D)  to optimize landing pages

 

If a paid keyword has an Assisted/Last Click or Direct Conversions value of .5, which of the following is true?

A)  The keyword played an assist role in exactly one conversion

B)  The keyword played an assist role less often that it played a last click role

C)  The keyword played an assist role in exactly five conversions

D)  none of these answers

 

True or False: The order in which filters appears in your view settings matters.

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

B)  False. Filters are not necessarily executed in the order which they appear

 

You want to measure the percentage of sessions during which the user clicks a “product details” button. Which of the following would you need to do in order to see this information?

A)  set up a “product details” button in the commerce JavaScript

B)  enable the button as a KPI and set up a dashboard

C)  track the button as a page view and look at the Events Overview

D)  track the button with an event and set up an event goal

E)  none of these options will work

 

To calculate ROI correctly, Google Analytics needs Select all that apply.

A)  Operating Cost

B)  Interest Rate

C)  Margin

D)  Cost

E)  Revenue

 

Which of the following questions can be answered using the goal flow report?.

  A)  Do visitors usually start my conversions process from the first step or somewhere in the middle?

  B)  Is there a place in my funnel where traffic loops back to the beginning of the conversion process to start over?

  C)  Are there a lot of unexpected exits from a step in the middle of my conversion funnel?

  D)  Are there any steps in my conversion process that do not perform well on mobile devices compared to desktop devices?

 

When do the Google Analytics Terms of Service permit sending personally identifying information (PII) to Google?

A)  when encrypted

B)  never

C)  in custom campaigns only

 

When configuring a goal, why is it useful to assign a goal value?

A)  to determine the popularity of each of your pages

B)  to determine the conversion rate

C)  to attribute monetary value to non-ecommerce conversions

D)  to calculate ecommerce metrics

 

Which of the following are possible uses of filters? Select all that apply.

A)  include only traffic coming from a particular campaign

 B)  replace complicated page URLs with readable text strings

 C)  exclude visits from a particular IP address

 D)  report on only a subdomain or directory

 

A macro conversion

A)  always occurs prior to a micro conversion

B)  occurs when over 50% of visitors buy an item

C)  is your highest converting campaign

D)  occurs when someone completes an action that is important to your business

E)  is a large revenue sale that that is directly attributable to a display campaign

 

Which of the following would be most useful for optimizing landing pages?

A)  Visits

B)  Unique Pageviews

C)  Pageviews

D)  Unique Visits

E)  Bounce Rate

 

Which of the following are tracked by Site Speed reports? Select all that apply.

A)  page-load time for a sample of page views on your site

B)  how quickly images load

C)  how quickly the browser parses a page and makes it available for user interaction

D)  button click response time

 

Which of the following would most quickly allow you to determine whether the Google Analytics code snippet is working on a specific website?

A)  Annotations

B)  secondary dimensions

C)  Analytics Intelligence

D)  Real-Time

 

Your web property is “www.example.com”. You set up a URL goal of “/thankyou” and a Match Type of “Begins With”. Which of the following URLs will count as goals? Select

A)  www.example.com/thankyou/receipt.php

B)  www.example.com/thankyou.php

C)  www.example.com/receipt/thankyou.php

D)  www.example.com/thankyou.html

 

Which of the following would help you to determine the conversion value of a paid keyword?

A)  CPM

B)  CTR

C)  Real-Time

D)  Multi-Channel Funnels

E)  none of these answers

 

Which of the following are examples of channels? Select all that apply.

A)  Email

B)  Audience

C)  Display

D)  Conversion

E)  Organic Search

 

You want to know whenever weekly revenue for your “spring sale” campaign increases or decreases by an unusual amount. Which of the following would be most useful?

A)  Intelligence

B)  secondary dimensions

C)  Real-Time

D)  Annotations

 

You have 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

A)  First Interaction attribution model

B)  Last Click attribution model

C)  Position Based attribution model

D)  Last Non-Direct Click attribution model

E)  Linear attribution model

 

The demographics and interest category information in Google Analytics comes from

A)  Google Tag Manager

B)  the DoubleClick third-party cookie

C)  survey data filled out by users

D)  the AdWords first-party cookie

E)  information that you upload from your CRM

 

Which of the following are examples of sources? Select all that apply.

A)  Google

B)  Email

C)  Search

D)  Display

E)  Example.com

 

Which of the following attribution models would be useful for evaluating ads and campaigns that are designed to create initial awareness about a brand?

A)  First Interaction model

B)  Linear model

C)  Last Non-Direct Click model

D)  Last Interaction Model

 

Which of the following Behavior metrics shows the number of sessions that included a view of a page?

A)  Bounce Rate

B)  Unique Visits

C)  Visits

D)  Unique Pageviews

E)  Pageviews

 

Which of the following are examples of mediums? Select all that apply.

A)  Example.com

B)  Conversion

C)  Email

D)  Google

 

Which of the following most accurately describes the concept of attribution in digital analytics?

A)  assigning credit for conversions

B)  determining a traffic source

C)  determining a user’s device

D)  calculating ROI

E)  calculating cost per click

 

What is the first step of analytics planning?

A)  Create your implementation plan

B)  Document your technical infrastructure

C)  Implement Google Analytics

D)  Define your overall measurement plan and business objectives

 

You are interested in exploring metrics by campaign and traffic source. Which of the following sections will have this report information by default?

A)  Audience

B)  Acquisition

C)  Conversion

D)  Admin

E)  Behavior

 

Which of the following would be most useful for ranking pages according to revenue contribution?

A)  Page Value

B)  Margin

C)  Revenue

D)  ROI

E)  Bounce Rate

 

Which of the following reports allows you to identify the terms visitors use to conduct searches within your site? Select all that apply.

A)  Search Engine Optimization report

B)  Affinity Categories

C)  Site Search report

D)  Keyword report

 

You need to immediately find out whether people are viewing the new content that you just added today. Which of the following would be most useful?

A)  secondary dimensions

B)  Real-Time

C)  Annotations

D)  Intelligence

 

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?

A)  Create a second Google Analytics account, and apply the new tracking code to the pages in the subdirectory

B)  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

C)  Create a new web property and add the new tracking code to the pages on the subdirectory

D)  Create a new view and apply an advanced filter that deletes pages outside of the subdirectory

 

A visitor comes to your site but stops looking at pages and generating events. Which of the following will occur by default?

A)  The visitor’s session expires after 5 minutes of inactivity

B)  The visitor’s session expires once the visitor has exited your site

C)  Google Analytics does not keep track of sessions by default

D)  The visitor’s session expires after 30 minutes of inactivity

 

In the Linear Attribution Model?

A)  the last touchpoint receives 100% of the credit for the conversion

B)  each touchpoint in the conversion path shares equal credit for the conversion

C)  the touch points closest in time to the conversion get most of the credit

D)  the first touchpoint receives 100% of the credit for the conversion

 

Which of the following is true of ROI?

A)  If Cost is $5 and Revenue is $5, your ROI is 0%

B)  If Cost is $5 and Revenue is $5, your ROI is 20%

C)  If Cost is $5 and Revenue is $5, your ROI is 50%

D)  If Cost is $5 and Revenue is $5, your ROI is 100%

E)  None of these answers are true of ROI

 

Which of the following are dimensions?

A)  Screen resolution

B)  Bounce rate

C)  Region

D)  % new visits

 

Which of the following reporting dimensions would be useful to reference if you were rebuilding a website?

A)  Browser

B)  Language

C)  Screen Colors

D)  All of these dimensions

E)  None of these dimensions

 

Which of the following would be valid segments to consider when looking at data. Select all that apply.

A)  traffic by device

B)  traffic by marketing channel

C)  traffic by time of day

D)  traffic by geography

 

Which two metrics below would be the best KPIs for measuring the performance of an commerce business? Select two.

A)  average order value

B)  bounce rate

C)  revenue

D)  pageviews

 

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

A)  Destination URLs

B)  Day Parts (Hour of Day)

C)  Campaigns

D)  Placements

E)  AdWords Keywords

 

You are interested in identifying the most popular content on your site. Which of the following sections will have this report information by default?

A)  Search

B)  Acquisition

C)  Conversion

D)  Audience

E)  Behavior

 

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?

A)  0

B)  1

C)  5

D)  2

 

Which of the following is NOT a standard Google Analytics campaign variable?

A)  utm_adgroup

B)  utm_source

C)  utm_term

D)  utm_content

 

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 will use to assess your performance

D)  Outlining your digital strategies and tactics

E)  Defining your overall business objective

 

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

A)  True. No additional implementation is required since Goals are tracked automatically.

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

 

By default, when does a users 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

 

What are the four main components of the Google Analytics platform? (select all that apply)

A)  Collection

B)  Configuration

C)  Continuation

D)  Processing

E)  Progressing

F)  Recollection

G)  Reporting

 

Channel X has an Assisted/Last Interaction Conversions value of exactly 1. Which of the following is true?

A)  Channel X equally initiates and assists conversions

B)  Channel X is always the last click before conversions

C)  Channel X always initiates conversion

D)  None of these is true

 

Which of the following would you use to show two date ranges on the same graph?

A)  pivot table

B)  motion chart

C)  secondary dimension

D)  plot rows

E)  date comparison

 

Which of the following metrics would be useful in showing you whether a keyword is part of a conversion path?

A)  Impressions

B)  Visits

C)  Assisted Conversions

D)  Clicks

E)  Bounce Rate

 

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)  Bounce Rate

C)  Ecommerce Conversion Rate

D)  Page Value

E)  Pages/Visit

 

Your company has a website and a mobile app, and you want to track each separately in Google Analytics. How should you structure your account(s)?

A)  one account, one property, one view because you cannot use Google Analytics to track a mobile app

B)  one account, two properties

C)  one account, one property, no views

D)  one account, one property, two views

 

You want to know whether button X is clicked more often than button Y? Which of the following would be more useful?

A)  Intelligence

B)  Events

C)  Annotations

D)  Real-Time

 

Which of the following are measures of traffic volume?

A)  Visits

B)  Bounce Rate

C)  Margin

D)  Avg. Time on Site

 

Which of the following metrics shows the number of times your ads were displayed?

A)  CTR

B)  Impressions

C)  Clicks

D)  Visits

E)  Pageviews

 

Which of the following could be measured by defining a goal in Google Analytics? Select all that apply

  A)  the percentage of visits that contain only one pageview

  B)  the percentage of visits that result in a site registration

C)  conversion rate

  D)  the percentage of visits during which visitors spent at least two minutes on the site

 

Which Analytics tracking technology would you use to collect how users interact with a web-connected ticket kiosk?

A)  Software Development Kit

B)  JavaScript Tracking Code

C)  The Measurement Protocol

D)  HTML

During data processing, Google Analytics: (select all that apply)

  A)  transforms your raw data from collection according to your configuration settings

  B)  aggregates your data into database tables

  C)  imports data from other sources you have defined, like Google AdWords or Webmaster Tools

  D)  organizes hits into sessions

 

A session in Google Analytics consists of:

A)  the reports generated by users over a specific period of time

B)  interactions or hits from a specific user for all time

C)  interactions or hits from a specific user over a defined period of time

D)  a group of users getting together in person to discuss Analytics

 

How can you add data to Google Analytics from other sources? (select all that apply)

  A)  By linking your AdWords account to Google Analytics to import your advertising data

  B)  By downloading your data from Webmaster Tools and manually importing it into Google Analytics

C)  By uploading a .csv file to Google Analytics to attach new dimensions like ?Topic? and ?Author? to an existing dimension like ?Page Title?

  D)  By using Cost Data Upload to import click and cost data from your non-AdWords advertising campaigns

 

When does Google Analytics sample data for reporting?

A)  When the data you request has already been calculated in the aggregate tables

B)  When you create a report with metric and dimension combinations that have not been pre-aggregated and the report is based on data from a large number of visits

C)  When the report is pulled at the end of the high traffic week

D)  When you create a report with metric and dimension combinations that have not been pre-aggregated and the report is based on data from a small number of visits

 

You have discovered that a significant portion of your site traffic is coming from your internal users and is skewing your customer data. Which of the following solutions should you implement to clean

A)  Have your site developers create a new version of your website for internal users only that does not have the tracking code

B)  Have your account administrator configure a Filter that excludes internal traffic from being included in your report views

C)  Have your account administrator reprocess the data in your account to exclude internal users

D)  There is not a way to prevent the internal traffic from showing in your reports.

 

You have discovered that data about the Product pages of your ecommerce website is missing from your reports. Which of the following could be the cause? (select all that apply)

A)  The data for the Product pages was not collected because tracking code was not placed on those pages of the site

B)  Google Analytics does not collect data from eCommerce sites

C)  During processing Google Analytics sampled out the Product pages from your reports

D)  A filter applied during processing was configured to remove Product pages data from your reports

 

For a website that hosts 45 minute-long documentary videos, what configuration settings could you use to more accurately track user engagement?

A)  Add a Goal that tracks when a user lands on your site homepage

B)  Add a Filter to exclude users who do not watch a video on your site

C)  Adjust the session timeout length to be greater than 45 minutes so that the session does not automatically timeout while a user is watching a long video on the site

D)  Create a Content Grouping that groups together all of your video pages in your reports

 

How could you create a customized dashboard in Google Analytics that you can monitor on a daily basis? (select all that apply)

A)  Use the Google Analytics JavaScript tracking code to send data straight into a spreadsheet

B)  Use the Google Analytics reporting APIs to automatically send data to a dashboard application you create

C)  Create a dashboard directly in the Google Analytics user interface and share it with your team

D)  It is not possible to create a dashboard using Google Analytics data

 

Which of the following Channels is part of the Default Channel Grouping? Select all that apply.

A)  Direct

B)  Social

C)  Organic

D)  Display

 

Why is it important that you maintain one unfiltered view when using filters with your Analytics account?

A)  Without one unfiltered view, you will not be able to use a filter for multiple views

B)  An unfiltered view ensures that the original data can always be accessed

C)  There is no reason to maintain an unfiltered view

D)  You will need to configure your goals in the unfiltered view

 

Which of the following are true about segmentation? Check all that apply.

A)  Segmentation allows you to combine data from multiple web properties in your reports.

B)  Segmentation allows you to isolate and analyze subsets of your data.

C)  Segmentation is a technique that should only be used by experienced analysts.

D)  Segmentation can help you find the underlying causes of changes to your aggregate data.

 

You should add Analytics tracking code to your site ______.

A)  when it is convenient for your IT team

B)  after implementation planning

C)  before documenting your business objectives

D)  during measurement planning

 

Which of the following are possible uses of views within a single Google Analytics account? select all that apply

A)  to look more closely at traffic to a specific part of a site (a page or selection of pages)

B)  to track domains that belong to another account

 C)  to look more closely at traffic to a specific subdomain

D)  to limit a users access to a subset of data

 

Specifying a goal value allows Google Analytics to calculate _____ (select all that apply)

A)  Goal Revenue

B)  Ecommerce Revenue

C)  Revenue per Click

D)  Average Order Value

E)  Bounce Rate

 

Which of the following is a valid tagged custom campaign (select all that apply)

  A)  www.example.com?utm_medium=cpc&utm_source=mysearch&utm_campaign-spring&utm_term=backpacks

  B)  www.example.com?utm_campaign=fall&utm_medium=email&utm_source=newsletter1&utm_content=a1

  C)  www.example.com?utm_medium=email&utm_source=newsletter1&utm_campaign=spring

D)  www.example.com?utm_medium=referral&utm_source=example&utm_campaign=winter

 

Which of the following metrics allow you to assess Adwords campaign profitability. (Select all that apply.)

A)  CPM

B)  Margin

C)  CTR

D)  ROI

E)  Revenue per click

 

Digital analytics is:

A)  The analysis of qualitative data from your business

B)  The analysis of data from your business and the competition

C)  The analysis of quantitative data from your business

D)  A process of continual improvement of the online experience

E)  All of the above

 

Your Multi-Channel funnel reports have no data, what is the most likely reason?

A)  You have not implemented goals or commerce

B)  You have not enabled demographic data

C)  You are not using Content Experiments

D)  You are not using Google Tag Manager

E)  You have not set up Goal Funnels

 

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

A)  Impressions

B)  Bounce Rate

C)  Clicks

D)  Visits

E)  Assisted Conversions

 

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.

 

Which of the flowing are valid scopes for dimensions?

A)  Campaign level, session level,hit level

B)  User level, session level, hit level, product level

C)   Session level, hit level

D)  User level, campaign level, session level, hit level

 

Which of the following is a session level interaction?

A)  Ecommerce transaction

B)  Pageview

C)  Social interaction

D)  Event

 

You can adjust sample size in Google Analytics by

A)  any of these actions will adjust the sample size

B)  adjusting a control in the reporting interface

C)  adjusting the session timeout control

D)  adding a segment to your report

 

In which of the following circumstances would you want to increase the default session timeout length in Google Analytics

A)  A typical session on your site involves filling out at least 3 forms

B)  The average article on your site takes 4 minutes to read

C)  The default session timeout length is set dynamically by Google Analytics and you cannot change it

D)  The average length of videos on our site is 35 minutes

E)  The games on our site are highly interactive

 

What is the hierarchy of the Google Analytics Data Model?

A)  Sessions > Visitors > Interactions

B)  Sessions > Users > Interactions

C)  Interactions > Users > Sessions

D)  Users > Sessions > Interactions

 

Google Analytics can recognize returning users

A)  Google Analytics cannot recognize returning users on any device

  B)  on websites, IOS mobile apps, Android mobile apps

C)  on websites only

D)  on websites, Android mobile apps

 

Which of the following are “hit” types tracked by Google Analytics

  A)  all of these answers are correct

B)  transactions

C)  pageviews

D)  events

 

Which of the following would you use to send data from a website to Google Analytics?

  A)  Javascript tracking code

B)  none of these would be appropriate

C)  Campaign Tracking parameter

D)  Google Analytics mobile SDK

 

Your ecommerce site sells colorful wrist watches that visitors can customize using a tool online. Which of the following represent a micro conversion for your site?

  A)  use of the “customize your watch” tool

B)  All of these are micro conversions for this site

C)  a view of the home page

D)  an offline sale

E)  an online sale

 

Which of the following are examples of sources?

A)  example.com

B)  mail.google.com

C)  (direct)

D)  google

  E)  All of these are possible Sources

 

Which of the following could be measured by defining a goal in Google Analytics?

A)  the percentage of visits that result in a site registration

  B)  All of these could be measured by defining a goal in Google Analytics

C)  the percentage of visits during which visitors spent at least two minutes on the site

D)  the percentage of visits that contain only one page view

E)  conversion rate

 

Which of the following would be valid segments to consider using to analyze traffic patterns in your data?

A)  traffic by marketing channel

B)  traffic by device category

C)  traffic by geography

D)  traffic by time of day

  E)  All of these answers are correct

 

Which of the following would you use to send data from a web connected point-of-sale system to Google Analytics?

A)  JavaScript tracking code

  B)  Measurement Protocol

C)  Google Analytics mobile SDK

D)  any of these would be appropriate

E)  Campaign Tracking Parameter

 

In which of the following circumstances would you want to increase the default session timeout length in Google Analytics?

A)  Users typically spend less than 2 minutes on each page of your site

B)  The default session timeout length is set dynamically by Google Analytics and you cannot change it

C)  You need to start collecting Real-Time data

  D)  The average length of videos on your site is 35 minutes

 

Which of the following reporting dimensions would be useful to reference if you were rebuilding a website to improve accessibility?

A)  Browser

  B)  All of these dimensions

C)  Device Category

D)  Language

E)  None of these dimensions

 

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?

A)  Custom Reports

B)  Analytics Intelligence

  C)  Data Import

D)  Annotations

E)  Segments

 

Which of the following is not a default Medium in Google Analytics?

  A)  All of these are default Mediums

B)  cpc

C)  referral

D)  email

E)  organic

 

If a paid keyword has an Assisted/Last Click or Direct Conversion Value of .5, which of the following is true?

A)  The keyword played an assist role in exactly five conversions

B)  The keyword played an assist role in exactly one conversion

C)  The keyword played an assist role less often than it played a last click role

  D)  none of these answers

 

Your company has a website and a mobile app, and you want to track each separately in Google Analytics. How should you structure your account(s)?

A)  one account, one property, one view

B)  one account, no properties, two views

  C)  one account, two properties, two views

D)  one account, one property, no views

 

Which of the following are dimensions?

A)  Conversion Rate

  B)  Region

C)  % New Sessions

D)  Bounce rate

 

You can combine a metric X with a dimension Y in Google Analytics

A)  If X and Y have been precalculated together in an aggregate table

  B)  If X and Y have the same scope

C)  If X and Y are in the same channel grouping

D)  If X and Y have the same campaign

E)  as long as sampling is not required

 

You can adjust the report sample size in Google Analytics by

A)  adjusting the session timeout control

B)  adding a segment to your report

C)  any of these actions will adjust the sample size

  D)  adjusting a control in the reporting interface

 

When you remove a collaborator from a private document, the change is effective immediately and s/he will no longer have access to the document

  A)  TRUE

B)  FALSE

 

When you remove a collaborator from a private document, the change is effective immediately and s/he will no longer have access to the document

  A)  TRUE

B)  FALSE

 

If you’re using Forms to collect school assignments, you can set an end date or time after which students can no longer submit responses using the Forms feature called ‘end time’.

A)  TRUE

  B)  FALSE

 

If you’re using Forms to collect school assignments, you can set an end date or time after which students can no longer submit responses using the Forms feature called ‘end time’.

A)  TRUE

  B)  FALSE

 

In Drawings, if you’re using the latest version of Chrome, Safari, or Firefox, you also have the option of dragging an image from your desktop and drop it directly in the drawing canvas

  A)  TRUE

B)  FALSE

 

In Drawings, if you’re using the latest version of Chrome, Safari, or Firefox, you also have the option of dragging an image from your desktop and drop it directly in the drawing canvas

  A)  TRUE

B)  FALSE

 

If a student wants to create a new drawing, s/he can do so from within Docs, Sheets, or Slides

  A)  TRUE

B)  FALSE

 

If a student wants to create a new drawing, s/he can do so from within Docs, Sheets, or Slides

  A)  TRUE

B)  FALSE

 

You can use the ____ to copy and paste slides from one presentation to another

A)  notepad

B)  documents clipboard

C)  server clipboard

  D)  web clipboard

 

You can use the ____ to copy and paste slides from one presentation to another

A)  notepad

B)  documents clipboard

C)  server clipboard

  D)  web clipboard

 

Which of the following is NOT a chart type available by default in Google Sheets?

A)  Area

  B)  Gantt chart

C)  Scatter

D)  Columns

 

Which of the following is NOT a chart type available by default in Google Sheets?

A)  Area

  B)  Gantt chart

C)  Scatter

D)  Columns

 

A student wants to use Google Docs to edit some existing work on his hard drive. All of the following file formats can be converted into Google Docs EXCEPT:

  A)  .flv

B)  .pps

C)  .xls

D)  .doc

 

A student wants to use Google Docs to edit some existing work on his hard drive. All of the following file formats can be converted into Google Docs EXCEPT:

  A)  .flv

B)  .pps

C)  .xls

D)  .doc

 

The following statements about publishing from Google Drive are true, EXCEPT:

A)  Publishing is available for documents, spreadsheets, drawings, and presentations

B)  Publishing allows you to make your docs available as a webpage

C)  If you send the URL of the published version of your document, spreadsheet, presentation, or drawing to others, they won’t be able to make any edits

  D)  It is possible to publish PDFs

 

Once a teacher submits a template to the domain’s template gallery, she CANNOT make changes or delete the template

  A)  TRUE

B)  FALSE

 

Your colleagues want to have the entire 5th grade class (of 150 students) edit a document at the same time. This will work, since up to 150 users can edit a document at the same time.

A)  TRUE

  B)  FALSE

 

Teachers can specify which users see which pages of a form by using the option labeled:

A)  Grid

B)  Scale

C)  Help text

  D)  Go to page based on answer


Chapter 7: Questions without Answers

*Build your own study guide.


What would you use to set up a custom alert?

In order to set up commerce tracking, you need to do what?

Generally, is the recommended best practice to set up one Google Tag Manager Account?

You want to see the percentage of sessions in which a specific button was clicked. What would be most useful?

What would prevent URL destination goal conversions from being recorded?

What technologies or features can be used to add data to Google Analytics?

Which campaign tracking variables are required in order to ensure accurate data shows for your campaigns in the “All Traffic Report”?

What would you use to exclude rows with fewer than 10 visits?

What suggests a poorly performing landing page?

What represents a macro conversion for an commerce site?

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?

What would be most useful in measuring how many days passed between the first visit to a site and the eventual conversion?

What should you NOT collect with the Google Analytics commerce JavaScript?

You want to see conversion rates for Windows visits coming from London. How do you set this up?

You want to evaluate the landing pages you are using for AdWords ads. Which dimensions would be most useful?

For each user who comes to your site, Google Analytics automatically captures what Traffic Source dimensions?

You publish articles by many different authors on your site. You want to create a report that shows the total number of page views for each author. Which features will allow you to do this?

What is Dimension Widening?

Which technologies on your site influence how you implement Analytics?

Which metrics would be most useful in measuring how many conversions were initiated by Paid Search?

What are the advantages of implementing Google Tag Manager?

Using filters, you can do what?

What are some standard campaign parameter?

Name some campaign metrics?

Your commerce site sells colorful wrist watches that visitors can customize using a tool online. What is a micro conversion for your site?

What is the purpose of the URL builder?

If a paid keyword has an Assisted/Last Click or Direct Conversions value of .5, what does this mean?

Does the order in which filters appears in your view settings matter?

You want to measure the percentage of sessions during which the user clicks a “product details” button. What do you need to do in order to see this information?

To calculate ROI correctly, Google Analytics needs what?

What questions can be answered using the goal flow report?

When do the Google Analytics Terms of Service permit sending personally identifying information (PII) to Google?

When configuring a goal, why is it useful to assign a goal value?

What are the possible uses of filters?

A macro conversion is what?

How would you optimize landing pages?

Site Speed reports track what?

How can you determine whether the Google Analytics code snippet is working on a specific website?

Your web property is “www.example.com”. You set up a URL goal of “/thankyou” and a Match Type of “Begins With.” What would be a goal?

The conversion value of a paid keyword can be determined how?

What are some examples of channels?

You want to know whenever weekly revenue for your “spring sale” campaign increases or decreases by an unusual amount. How can you do this?

You have found that most of your customers initially learned about your brand via a display ad. What attributions attribution models will give credit to display ads that introduced customers?

It is important to have a clear measurement strategy to guide your implementation strategy and your data analysis. What business objectives would be most relevant?

The demographics and interest category information in Google Analytics comes from where?

What are examples of sources?

What attribution models would be useful for evaluating ads and campaigns that are designed to create initial awareness about a brand?

What Behavior metrics shows the number of sessions that included a view of a page?

What are examples of mediums?

What most accurately describes the concept of attribution in digital analytics?

What is the first step of analytics planning?

You are interested in exploring metrics by campaign and traffic source. What sections will have this report information by default?

What would be most useful for ranking pages according to revenue contribution?

What reports allows you to identify the terms visitors use to conduct searches within your site?

You need to immediately find out whether people are viewing the new content that you just added today. What would be most useful?

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?

A visitor comes to your site but stops looking at pages and generating events. What will occur by default?

What is the Linear Attribution Model?

What is true of ROI?

What are dimensions?

What reporting dimensions would be useful to reference if you were rebuilding a website?

What would be valid segments to consider when looking at data?

What would be the best KPIs for measuring the performance of an commerce business?

What AdWords reports would you use to investigate when you should modify your bidding during certain hours of the day to optimize conversions?

You are interested in identifying the most popular content on your site. What sections will have this report information by default?

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?

What is NOT a standard Google Analytics campaign variable?

What should always be the first step of creating a measurement plan?

Are your key performance indicators (KPIs) automatically tracked as Goals in Google Analytics?

By default, when does a users session (or visit) end according to Google Analytics?

What are the four main components of the Google Analytics platform?

Channel X has an Assisted/Last Interaction Conversions value of exactly 1. What is true?

What would you use to show two date ranges on the same graph?

What metrics would be useful in showing you whether a keyword is part of a conversion path?

Your business objective is to maximize the number of sales through your website. What metrics would most directly help you measure performance against this objective?

Your company has a website and a mobile app, and you want to track each separately in Google Analytics. How should you structure your account(s)?

You want to know whether button X is clicked more often than button Y? What would be useful?

What are measures of traffic volume?

What metrics shows the number of times your ads were displayed?

What could be measured by defining a goal in Google Analytics?

Which Analytics tracking technology would you use to collect how users interact with a web-connected ticket kiosk?

During data processing, Google Analytics does what?

A session in Google Analytics consists of what?