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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. What is the purpose of UTM parameters in Google Analytics campaigns?

    Answer: To tag URLs so traffic sources and campaigns can be tracked accurately

    UTM parameters appended to URLs allow Google Analytics to identify and report on the specific source, medium, campaign, and other attributes of incoming traffic.

  2. In GA4, what constitutes an 'engaged session'?

    Answer: Any session lasting more than 30 seconds, viewing 2+ pages, or triggering a conversion

    GA4 defines an engaged session as one that lasts longer than 10 seconds, has a conversion event, or includes 2 or more page views — replacing the traditional bounce rate concept.

  3. Which attribution model splits conversion credit equally across all touchpoints in the path?

    Answer: Linear

    The linear attribution model distributes conversion credit equally among all touchpoints in the customer journey.

  4. A marketer notices that 'Direct' traffic in GA4 is unusually high. What is the most likely explanation?

    Answer: Missing or broken UTM tags are causing sessions to be misclassified as Direct

    When UTM parameters are missing or campaigns lack proper tracking tags, GA4 defaults to classifying that traffic as Direct, inflating that channel's numbers.

  5. What is cross-channel attribution?

    Answer: Assigning conversion credit across multiple marketing channels in a customer journey

    Cross-channel attribution evaluates how multiple marketing channels interact and contribute to a conversion across the full customer journey.

  6. In Google Analytics, what is a 'goal' (or 'conversion event' in GA4) used for?

    Answer: Tracking when users complete a desired action such as a purchase or form submission

    Goals (GA3) or conversion events (GA4) mark when users complete a specific desired action, enabling performance measurement against business objectives.

  7. What is the key limitation of last-click attribution for omnichannel marketers?

    Answer: It ignores the contribution of upper-funnel touchpoints that assisted the conversion

    Last-click attribution gives all credit to the final touchpoint, making upper-funnel channels like display or social appear to have no value even when they generated awareness.