E-Commerce Development Analytics 5

Question 1

What does 'cohort analysis' reveal in an e-commerce analytics context?

Accepted Answer

How groups of users acquired at the same time behave and retain over subsequent periods

Answer

Cohort analysis groups users by a shared characteristic (typically acquisition date) and tracks their behavior over time, revealing retention and repeat purchase patterns.

Question 2

A GA4 property shows a sudden spike in sessions from 'direct / none'. What is a common technical cause?

Accepted Answer

Missing or broken UTM parameters causing campaigns to be misattributed as direct

Answer

When UTM parameters are missing from campaign links or are stripped by redirects, GA4 cannot attribute the source and falls back to direct/none.

Question 3

What is the role of BigQuery Export in a GA4 e-commerce setup?

Accepted Answer

Exporting raw event-level data to BigQuery for custom SQL analysis beyond GA4's UI limits

Answer

BigQuery Export streams raw GA4 event data into BigQuery, enabling unlimited custom queries, joins with CRM data, and analysis not possible in the GA4 interface.

Question 4

Which Shopify analytics feature provides built-in cohort retention reports without additional tools?

Accepted Answer

Shopify Analytics > Customers > Returning customers report

Answer

Shopify's built-in analytics includes a returning customers report that shows repeat purchase rates, functioning as a basic cohort retention tool.

Question 5

What is 'product affinity analysis' used for in e-commerce?

Accepted Answer

Identifying which products are frequently purchased together to inform cross-sell and bundle strategies

Answer

Product affinity analysis reveals co-purchase patterns, enabling stores to create targeted bundles, 'frequently bought together' widgets, and cross-sell recommendations.

E-Commerce Development Practice Test

E-Commerce Development Practice Test

E-Commerce Development Analytics 5