CPM Google Analytics & Attribution 2

Question 1

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

Accepted Answer

Data-driven

Answer

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?

Accepted Answer

Bounce rate

Answer

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?

Accepted Answer

View-through attribution

Answer

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?

Accepted Answer

Conversion paths report

Answer

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?

Accepted Answer

The time period before conversion during which touchpoints receive credit

Answer

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

(CPM) Certified Professional Marketer Practice Test

(CPM) Certified Professional Marketer Practice Test

CPM Google Analytics & Attribution 2