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

GA4 uses an event-based data model that tracks individual user interactions across sessions and devices, offering better cross-channel attribution and privacy-compliant measurement than the older session-based UA.

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

Bounce rate measures the percentage of visitors who land on a page and leave without any further interaction; a high rate on product pages suggests poor relevance, design, or load speed.

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

Attribution modeling assigns conversion credit to the marketing touchpoints that contributed to a sale, helping brands understand which channels and campaigns truly drive revenue.

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

CAC is calculated by dividing total sales and marketing expenses by the number of new customers acquired, measuring how efficiently a business is growing its customer base.

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

Funnel analysis visualizes how users move through key conversion steps and where they drop off, enabling targeted CRO efforts at the highest-impact stages.

eCommerce Marketing Practice Test

eCommerce Marketing Practice Test

eCommerce Marketing eCommerce Analytics and Performance Measurement