CPM Google Analytics & Attribution 3

Question 1

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

Accepted Answer

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

Answer

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

Question 2

In GA4, what constitutes an 'engaged session'?

Accepted Answer

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

Answer

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.

Question 3

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

Accepted Answer

Linear

Answer

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

Question 4

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

Accepted Answer

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

Answer

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

Question 5

What is cross-channel attribution?

Accepted Answer

Assigning conversion credit across multiple marketing channels in a customer journey

Answer

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

(CPM) Certified Professional Marketer Practice Test

(CPM) Certified Professional Marketer Practice Test

CPM Google Analytics & Attribution 3