Implementation & Configuration Flashcards

Which UTM parameter is required for Google Analytics to attribute a campaign visit reliably?

Answer: utm_source

utm_source identifies the traffic origin and is the core required parameter for campaign tagging.

Why should internal links on a website NOT be tagged with UTM parameters?

Answer: They start a new session and overwrite the original traffic source

Internal UTM tags can reset the session and overwrite the true acquisition source.

What is the main purpose of a data layer in a tag management implementation?

Answer: To provide a structured, site-controlled data object that tags can read

A data layer decouples tracking from page markup by exposing structured data to the tag manager.

A tag fires on every page instead of only the checkout confirmation page. What is the most likely cause?

Answer: The trigger lacks a page-specific condition

A trigger without a URL or event condition matches all pages.

What does a first-party cookie set by the site's own domain help most with, compared to third-party cookies?

Answer: Greater persistence and fewer blocking issues in browsers

First-party cookies are less likely to be blocked and deleted by browsers.

Before pushing a new tracking configuration live, which practice is best?

Answer: Test it in a preview/debug mode and a staging environment

Preview and staging testing catch errors before they corrupt production data.

Which setting excludes internal company traffic from reports?

Answer: An IP address-based internal traffic filter

Internal traffic is identified by IP address and filtered from reporting.