Google Analytics IQ Exam

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Which of the following metrics would be most useful in measuring how many conversions were initiated by paid search?

Correct! Wrong!

In Analytics, conversions and Ecommerce transactions are credited to the last campaign, search, or ad that referred the user when he or she converted. But what role did prior website referrals, searches, and ads play in that conversion? How much time passed between the user’s initial interest and his or her purchase? The Multi-Channel Funnels reports answer these questions and others by showing how your marketing channels (i.e., sources of traffic to your website) work together to create sales and conversions.

Which of the following is not a default medium in Google Analytics?

Please select 2 correct answers

Correct! Wrong!

There are only 3 default medium in Google Analytics i.e Organic, Referral and None. Google Analytics detects three mediums without any customization.

  • The first default medium is “organic.” It represents traffic that comes from organic, or unpaid, search results.
  • Another default medium is “referral.” Any traffic that comes to your site from another website that’s not a search engine will show up in your reports as a “referral.”
  • The final default medium is “(none).” This medium is applied only for users that come directly to your site by either typing your URL into a browser or clicking on a bookmark. In your reports, you will see these users have a source of “direct” and a medium of “(none).”
  • Which two metrics below would be the best KPIs for measuring the performance of an ecommerce business?

    Correct! Wrong!

    The following KPIs (Key Performance Indicators) are commonly used by business in your industry:

  • ROI YoY (Return on investment, year over year)
  • CPA YoY (Cost per acquisition, year over year)
  • ROAS YoY (Return on advertising spend, year over year)
  • Average transaction value growth YoY
  • Revenue per product / route / hotel
  • Which of following Behavior metrics shows the number of sessions that included a view of pages?

    Correct! Wrong!

    The unique pageview statistic represents the number of individual users who have loaded a given page per session. Each user is counted only once per session, no matter how many pages are opened by the same user.

    True or False: When you share a link to a custom report, you share the data in report.

    Correct! Wrong!

    When you share a Custom Report, only the configuration information is shared. Your data remains private.

    You want to evaluate the landing pages you are using for Adwords Ads. Which of the following dimensions would be most useful?

    Correct! Wrong!

    This dimension lets you see the URLs to which you’ve directed users from your AdWords ads, along with any campaign tagging in those URLs.

    A macro conversion:

    Correct! Wrong!

    Before you can improve the effectiveness of your advertising and marketing campaigns, you’ll need to track conversions. A conversion is an activity on your site that is important to the success of your business. For sales oriented websites, you should track:

  • micro conversions, for example, signups for your email newsletter, account creations, and other activities that often precede a purchase
  • macro conversions, i.e. sales transactions
  • When configuring a goal, why it is useful to assign a goal value?

    Correct! Wrong!

    Assigning a Goal value is optional but Google recommends you do so to help monetize and evaluate your conversions. Each time the Goal is completed by a user, this amount is recorded and then added together and seen in your reports as the Goal Value.

    Which of the following metrics would most strongly suggest a poorly performing landing page?

    Correct! Wrong!

    Which of the following would help you to determine the conversion value of a paid keyword?

    Correct! Wrong!

    The Multi-Channel Funnels reports are generated from conversion paths, the sequences of interactions (i.e., clicks/referrals from channels) that led up to each conversion and transaction.

    You want to be notified whenever weekly revenue for your “spring sale” campaign increases or decrease by 10%. Which of the following would be most useful?

    Correct! Wrong!

    Automatic web alerts are generated whenever Google Analytics detects a significant change in usage or traffic metrics. Custom alerts are generated when traffic reaches a specific threshold that you have specified.

    The demographics and interest category information in Google Analytics comes from:

    Correct! Wrong!

    Demographics and Interests data comes from the third-party DoubleClick cookie (for web traffic) and from anonymous identifiers for mobile apps (i.e., Advertising ID for Android and IDFA for iOS). Neither analytics.js nor ga.js collects Demographics and Interests data.

    Person A and person B each visit your ecommerce site once. During her visit Person A buy one of your products. She makes another purchase. Person B buys nothing. What is your ecommerce conversion rate for these two visits?

    Correct! Wrong!

    Transactions in Analytics can be counted multiple times in a session provided each Transaction has a unique transaction ID. This means that users who completed multiple Transactions in a given session will register multiple Transactions in Analytics.

    Which of the following Adwords reports would you use to investigate when you should modify your bidding during certain hours of the day to optimize conversions?

    Correct! Wrong!

    Site traffic is not equally valuable at every hour of the day. This analysis helps you decide the best times to display your ads.

    Which of the following reports allow you to identify the terms visitors use to conduct searches within your site?

    Correct! Wrong!

    If you use an internal site search, use the Site Search Report to learn what users are searching for after they are already on your site. You can use this data to improve your conversion rate.

    Digital Analytics is:

    Correct! Wrong!

    Digital analytics is the analysis of qualitative and quantitative data from your business and the competition to drive a continual improvement of the online experience that your customers and potential customers have which translates to your desired outcomes (both online and offline).

    Which of the following are valid scopes of dimensions?

    Correct! Wrong!

    Custom dimensions and metrics are set at the property level in a Google Analytics account. You can use them to collect and analyze data that Google Analytics doesn’t automatically track. There are four scopes in custom dimensions, Hit, Session, User and Product.

    Which of the following would you use to send data from a web connected point-of-sale system to Google Analytics?

    Correct! Wrong!

    A standard set of rules for collecting and sending hits from any internet-connected device to Google Analytics. The Measurement Protocol lets you send data to Google Analytics from any internet-connected device.

    Which of the following would you use to show two date ranges on the same graph?

    Correct! Wrong!

    The date range selector at the top right of your report pages allows you to select a date range, and optionally to compare that range to another one, so you can see data for different time periods in your reports

    What is the hierarchy of Google Analytics data model?

    Correct! Wrong!

    Your business objective is to maximize the number of sales through your website. Which of following metrics would most directly help you measure performance against this objective?

    Correct! Wrong!

    Ecommerce conversion rate metrics would most directly help you measure performance against the objective of maximizing the number of sales through your website.

    Which two metrics below would be the best KPIs for measuring the performance of an ecommerce business?

    Correct! Wrong!

    The following KPIs (Key Performance Indicators) are commonly used by business in your industry:

  • ROI YoY (Return on investment, year over year)
  • CPA YoY (Cost per acquisition, year over year)
  • ROAS YoY (Return on advertising spend, year over year)
  • Average transaction value growth YoY
  • Revenue per product / route / hotel
  • Which of the following represents a macro conversion for an ecommerce site?

    Correct! Wrong!

    Macro conversions are your primary business objectives. Micro conversions are the relationship building activities that lead up to a macro conversion.

  • micro conversions, for example, signups for your email newsletter, account creations, and other activities that often precede a purchase
  • macro conversions, i.e. sales transactions
  • Which of the following would be most useful for optimizing landing pages?

    Correct! Wrong!

    Bounce Rate is the percentage of single-page sessions. If you find a landing page with a high bounce rate, that destination URL might not match the expectation set by your ad text, or it might not have engaging content with a clear navigation path.

    Which of the following technologies or feature can be used to add data to Google Analytics?

    Correct! Wrong!

    Hit Data import lets you send hit data directly into Google Analytics. This provides an alternative to using the tracking code, Collection API, the Mobile SDKs, or the Measurement Protocol.

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