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Google Analytics & Attribution Flashcards

7 cards from real CPM practice questions. Tap to flip, then mark Knew It or Still Learning — missed cards come back until you master them.

Read the first 7 Google Analytics & Attribution flashcards as text

  1. In Google Analytics 4, what is the default attribution model used for conversion reporting?

    Answer: Data-driven

    GA4 uses the data-driven attribution model by default, which algorithmically assigns credit based on each touchpoint's actual contribution.

  2. Which Google Analytics metric measures the percentage of sessions in which users view only one page before leaving?

    Answer: Bounce rate

    Bounce rate measures the percentage of sessions where users interact with only one page and leave without further engagement.

  3. A marketer wants to track purchases that occur after users watch a YouTube ad but don't click it. Which attribution approach captures this?

    Answer: View-through attribution

    View-through attribution credits conversions that happen after an ad impression even without a direct click, capturing the influence of video ad exposure.

  4. In GA4, which report shows the sequence of touchpoints users went through before converting?

    Answer: Conversion paths report

    The Conversion Paths report in GA4 shows the sequence of channels and touchpoints users interacted with before completing a conversion.

  5. What does a 'lookback window' define in attribution modeling?

    Answer: The time period before conversion during which touchpoints receive credit

    A lookback window sets the maximum time period prior to a conversion during which ad interactions are eligible to receive attribution credit.

  6. Which dimension in Google Analytics helps marketers understand which marketing channel first introduced a user to the site?

    Answer: First user source / medium

    The 'First user source / medium' dimension in GA4 identifies the original acquisition channel that first brought a user to the website.

  7. A company runs ads on Google Search, Facebook, and email. A customer clicks all three then buys. Under time-decay attribution, which touchpoint receives the most credit?

    Answer: The most recent touchpoint before conversion

    Time-decay attribution gives the most credit to touchpoints closest in time to the conversion, so the last interaction before purchase receives the largest share.