eCommerce Marketing eCommerce Analytics and Performance Measurement

Question 1

What is Google Analytics 4 (GA4) and how does it differ from Universal Analytics for eCommerce?

Accepted Answer

An event-based analytics platform that tracks the full customer journey across devices and channels, replacing session-based Universal Analytics

Answer

A version of Google Ads for eCommerce only

Answer

A keyword research tool by Google

Answer

A tool for managing Google Shopping feeds

Question 2

What is 'bounce rate' in eCommerce analytics?

Accepted Answer

The percentage of single-page sessions where a user left without interacting, indicating irrelevant or poor-quality landing pages

Answer

The rate at which packages are returned

Answer

The rate at which emails are undeliverable

Answer

The percentage of products that go out of stock

Question 3

What is 'attribution modeling' in eCommerce marketing analytics?

Accepted Answer

A set of rules or data-driven models that determine how credit for a conversion is assigned across the multiple touchpoints in a customer's journey

Answer

Giving credit for a sale to only the last ad clicked

Answer

A way to attribute product returns to specific suppliers

Answer

A method for calculating warehouse costs

Question 4

What is 'customer acquisition cost' (CAC) in eCommerce?

Accepted Answer

The total sales and marketing spend divided by the number of new customers acquired in a period

Answer

The cost of packaging each order

Answer

The cost of returns and refunds per customer

Answer

The cost of customer service interactions

Question 5

What is 'funnel analysis' in eCommerce analytics?

Accepted Answer

Tracking the step-by-step progression of users through key stages (visit → product view → add to cart → purchase) to identify drop-off points

Answer

Analyzing the shape of a product's sales chart

Answer

Analyzing the shape of a marketing funnel diagram

Answer

Tracking email funnel performance only

Question 6

What is 'gross margin' in eCommerce and why does it matter for marketing decisions?

Accepted Answer

Revenue minus cost of goods sold, expressed as a percentage, which determines how much can be profitably spent on customer acquisition

Answer

Total revenue before any expenses

Answer

The total number of products sold

Answer

Revenue minus only advertising costs