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
Which GA4 feature allows marketers to analyze user behavior step-by-step through a defined series of actions?
Answer: Funnel exploration
Funnel exploration in GA4 lets marketers define a sequence of steps and visualize how users progress through or drop off at each stage.
What does the 'assisted conversions' metric measure in attribution reports?
Answer: The number of conversions where a channel appeared in the path but was not the final interaction
Assisted conversions count how many conversions included a specific channel somewhere in the journey but not as the final converting touchpoint.
A marketer runs a brand awareness display campaign. Which attribution model would most fairly credit its contribution to eventual conversions?
Answer: Position-based or data-driven
Position-based or data-driven attribution models better account for upper-funnel channels like display by distributing credit across the journey rather than only to the last click.
In GA4, what is the difference between 'users' and 'new users'?
Answer: Users counts all individuals who visited; new users counts those with no prior sessions
In GA4, 'users' counts all individuals who visited during a period, while 'new users' specifically counts those who had their first session during that period.
What is 'marketing mix modeling' (MMM) and how does it differ from digital attribution?
Answer: MMM uses statistical regression on aggregate data to estimate channel impact; digital attribution tracks individual user-level touchpoints
MMM uses econometric regression across aggregated sales and spend data to estimate channel contributions, while digital attribution tracks individual user journeys at the touchpoint level.
Which GA4 report helps a marketer understand how long it takes users to convert after their first interaction?
Answer: Time to conversion report
The Time to Conversion report in GA4's Advertising section shows how many days elapsed between a user's first touchpoint and their eventual conversion.
What is 'incrementality testing' in the context of marketing attribution?
Answer: Measuring the true lift in conversions caused by a marketing action by comparing exposed vs. unexposed groups
Incrementality testing uses holdout experiments to isolate the actual causal lift generated by a marketing activity by comparing conversion rates of exposed and control groups.