CPM Google Analytics & Attribution 2 — Questions and Answers
Question 1: In Google Analytics 4, what is the default attribution model used for conversion reporting?
- Last click
- First click
- Data-driven (Correct answer)
- Linear
Correct answer: Data-driven
GA4 uses the data-driven attribution model by default, which algorithmically assigns credit based on each touchpoint's actual contribution.
Question 2: Which Google Analytics metric measures the percentage of sessions in which users view only one page before leaving?
- Exit rate
- Bounce rate (Correct answer)
- Engagement rate
- Session duration
Correct answer: Bounce rate
Bounce rate measures the percentage of sessions where users interact with only one page and leave without further engagement.
Question 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?
- Last click attribution
- View-through attribution (Correct answer)
- First click attribution
- Position-based attribution
Correct 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.
Question 4: In GA4, which report shows the sequence of touchpoints users went through before converting?
- Funnel exploration
- Path exploration
- Conversion paths report (Correct answer)
- Segment overlap
Correct answer: Conversion paths report
The Conversion Paths report in GA4 shows the sequence of channels and touchpoints users interacted with before completing a conversion.
Question 5: What does a 'lookback window' define in attribution modeling?
- How long a campaign runs before reporting begins
- The time period before conversion during which touchpoints receive credit (Correct answer)
- The delay between ad click and landing page load
- The frequency cap window for ad impressions
Correct 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.
Question 6: Which dimension in Google Analytics helps marketers understand which marketing channel first introduced a user to the site?
- Session source / medium
- First user source / medium (Correct answer)
- Landing page
- Campaign name
Correct 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.
Question 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?
- Google Search, because it had the highest intent
- Facebook, because it reached the customer first
- The most recent touchpoint before conversion (Correct answer)
- All touchpoints equally
Correct 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.
CPM Google Analytics & Attribution 2
In Google Analytics 4, what is the default attribution model used for conversion reporting?