Digital Marketing Certificate Web Analytics & Data-Driven Marketing

Question 1

What does 'bounce rate' measure in web analytics?

Accepted Answer

The percentage of sessions where users visited only one page before leaving

Answer

The number of times a page failed to load

Answer

The percentage of users who returned to the site after leaving

Answer

The speed at which a page loads for first-time visitors

Question 2

In Google Analytics, what is a 'session'?

Accepted Answer

A group of interactions a user takes within a given time frame on your website

Answer

A single page view on your website

Answer

A unique visitor who has never visited the site before

Answer

A completed purchase transaction on an e-commerce site

Question 3

What does 'UTM' stand for in campaign tracking URLs?

Accepted Answer

Urchin Tracking Module

Answer

Unified Traffic Measurement

Answer

Universal Tracking Metric

Answer

User Traffic Manager

Question 4

Which of the following is a 'dimension' in Google Analytics rather than a 'metric'?

Accepted Answer

Source / Medium

Answer

Sessions

Answer

Bounce Rate

Answer

Pageviews

Question 5

What is the primary purpose of the Acquisition report in GA4?

Accepted Answer

To reveal which channels and sources drive traffic to your website

Answer

To show how many pages users viewed per session

Answer

To track the on-site behavior of returning users

Answer

To display the demographic profile of website visitors

Question 6

What is the difference between 'users' and 'sessions' in web analytics?

Accepted Answer

One user can generate multiple sessions, but one session cannot have multiple users

Answer

Users are paid customers; sessions are free visitors

Answer

Sessions count page views; users count unique clicks

Answer

Users are tracked by IP address; sessions are tracked by cookies only

Question 7

Which UTM parameter identifies the specific advertisement or promotion that drove traffic?

Accepted Answer

utm_content

Answer

utm_source

Answer

utm_medium

Answer

utm_campaign