Web Analytics Tools & Data Collection Flashcards

What can server log file analysis capture that JavaScript page tagging commonly misses?

Answer: Requests from crawlers and clients that don't execute JavaScript

Server logs record every request to the server, including bots and non-JS clients, which client-side tags never see.

Which is a limitation of page-tagging analytics compared with log files?

Answer: It can miss visitors who block scripts or disable JavaScript

Tag-based collection depends on JavaScript running and not being blocked, so some visits go unrecorded.

Under GDPR, what is generally required before setting non-essential analytics cookies for visitors in the EU?

Answer: Informed consent from the user

Non-essential cookies generally need prior informed consent from the user under GDPR and ePrivacy rules.

What is the maximum event data retention setting available in standard (free) GA4 properties?

Answer: 14 months

Standard GA4 properties can retain event-level data for either 2 months or 14 months for explorations.

In GA4, how is bounce rate defined?

Answer: The percentage of sessions that were not engaged sessions

GA4 bounce rate is the inverse of engagement rate: sessions that were not engaged.

Which condition makes a GA4 session count as an 'engaged session'?

Answer: It lasts longer than 10 seconds, has a key event, or has 2 or more page/screen views

A session is engaged if it lasts over 10 seconds, includes a key event, or has at least two page or screen views.

Why might a large share of sessions be attributed to 'Direct' traffic?

Answer: The referrer information is missing, for example from untagged links, some apps or secure-to-insecure hops

When no referrer or campaign tags are available, analytics defaults the session to Direct.