Web Analytics & Data-Driven Marketing Flashcards
7 cards from real Digital Marketing Certificate practice questions. Tap to flip, then mark Knew It or Still Learning — missed cards come back until you master them.
Read the first 7 Web Analytics & Data-Driven Marketing flashcards as text
What does 'bounce rate' measure in web analytics?
Answer: The percentage of sessions where users visited only one page before leaving
Bounce rate is the percentage of single-page sessions where the user left without interacting further or visiting additional pages.
In Google Analytics, what is a 'session'?
Answer: A group of interactions a user takes within a given time frame on your website
A session is a group of user interactions with your website that take place within a given time frame, defaulting to 30 minutes of inactivity.
What does 'UTM' stand for in campaign tracking URLs?
Answer: Urchin Tracking Module
UTM stands for Urchin Tracking Module, a system originally developed by Urchin Software (later acquired by Google) to track campaign performance.
Which of the following is a 'dimension' in Google Analytics rather than a 'metric'?
Answer: Source / Medium
Source / Medium is a dimension — a qualitative attribute that describes data — while sessions, bounce rate, and pageviews are quantitative metrics.
What is the primary purpose of the Acquisition report in GA4?
Answer: To reveal which channels and sources drive traffic to your website
The Acquisition report shows how users arrive at your site, breaking down traffic by channel, source, medium, and campaign.
What is the difference between 'users' and 'sessions' in web analytics?
Answer: One user can generate multiple sessions, but one session cannot have multiple users
A single user (unique visitor) can start multiple sessions across different visits, so the session count is typically higher than the user count.
Which UTM parameter identifies the specific advertisement or promotion that drove traffic?
Answer: utm_content
utm_content differentiates ads or links that point to the same URL, helping identify which specific creative or promotion drove a click.