CEC Analytics & Performance Optimization 2

Question 1

Which attribution model gives 100% credit to the last marketing touchpoint before a conversion?

Accepted Answer

Last-click attribution

Answer

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?

Accepted Answer

Audit the mobile checkout UX and page load speed

Answer

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?

Accepted Answer

Average revenue generated per website visit

Answer

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?

Accepted Answer

Engaged Session Rate

Answer

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:

Accepted Answer

Track behavior of user groups acquired at the same time over multiple periods

Answer

Cohort analysis groups users by acquisition date and tracks their retention and behavior over time to reveal long-term value trends.

(CEC) Certified Ecommerce Consultant Practice Test

(CEC) Certified Ecommerce Consultant Practice Test

CEC Analytics & Performance Optimization 2