CEC Analytics & Performance Optimization 2 — Questions and Answers
Question 1: Which attribution model gives 100% credit to the last marketing touchpoint before a conversion?
- Linear attribution
- Last-click attribution (Correct answer)
- Time-decay attribution
- First-click attribution
Correct answer: Last-click attribution
Last-click attribution assigns all conversion credit to the final touchpoint the customer interacted with before purchasing.
Question 2: A store has a 3% conversion rate on desktop but only 0.8% on mobile. What is the most likely first step to investigate?
- Increase mobile ad spend
- Audit the mobile checkout UX and page load speed (Correct answer)
- Disable mobile traffic
- Switch to a mobile-only payment processor
Correct answer: Audit the mobile checkout UX and page load speed
A large desktop-to-mobile conversion gap typically indicates friction in mobile UX or performance, making a UX and speed audit the logical first step.
Question 3: What does the metric 'Revenue Per Session' (RPS) measure in ecommerce analytics?
- Total revenue divided by number of orders
- Average revenue generated per website visit (Correct answer)
- Revenue minus cost of goods sold per session
- Revenue per paid session only
Correct answer: Average revenue generated per website visit
RPS is calculated by dividing total revenue by total sessions, reflecting how much value each visit generates on average.
Question 4: In Google Analytics 4, what replaced 'Bounce Rate' as the primary engagement metric?
- Exit Rate
- Session Duration
- Engaged Session Rate (Correct answer)
- Pages Per Session
Correct answer: Engaged Session Rate
GA4 introduced Engaged Session Rate, which measures sessions lasting over 10 seconds, having a conversion event, or viewing 2+ pages, replacing the older bounce rate concept.
Question 5: A cohort analysis in ecommerce is primarily used to:
- Compare product categories by revenue
- Track behavior of user groups acquired at the same time over multiple periods (Correct answer)
- Measure real-time traffic spikes
- Segment users by geographic location
Correct answer: Track behavior of user groups acquired at the same time over multiple periods
Cohort analysis groups users by acquisition date and tracks their retention and behavior over time to reveal long-term value trends.
Question 6: Which Core Web Vital metric specifically measures the time until a page's largest visible content element renders?
- First Input Delay (FID)
- Cumulative Layout Shift (CLS)
- Largest Contentful Paint (LCP) (Correct answer)
- Time to First Byte (TTFB)
Correct answer: Largest Contentful Paint (LCP)
LCP measures how long it takes for the largest image or text block to render within the viewport, with a good score being under 2.5 seconds.
Question 7: What is 'data sampling' in web analytics, and when does it typically occur?
- A method of collecting data from only mobile users
- Approximating results using a subset of data when query volume exceeds platform thresholds (Correct answer)
- Removing bot traffic from reports automatically
- Splitting A/B test traffic randomly
Correct answer: Approximating results using a subset of data when query volume exceeds platform thresholds
Sampling occurs in analytics platforms when data volume exceeds processing limits, so the tool estimates results from a representative subset rather than full data.
CEC Analytics & Performance Optimization 2
Which attribution model gives 100% credit to the last marketing touchpoint before a conversion?