Individual Qualification Exam Sheet Flashcards

What is the URL parameter that autotagging appends to an AdWords destination URL?

Answer: gclid=

The Google Analytics Solutions Gallery is a platform where users can share and import various custom reporting assets. This includes custom reports (pre-configured reports with specific dimensions and metrics), segments (pre-defined user or session subsets for analysis), and goals (pre-configured conversion definitions). It allows users to quickly leverage best practices and specialized analyses created by the community.

Which of the following features allows you to join the data generated by your offline business systems with the online data collected by Google Analytics?

Answer: Data import

Intelligence Events (now often referred to as Custom Alerts) in Google Analytics are the tool to use for setting up automated notifications based on specific data changes. You can configure a custom alert to notify you if a metric, such as goal conversions, increases or decreases by a certain percentage within a defined timeframe. This is ideal for monitoring campaign performance and quickly identifying significant shifts.

The Solutions Gallery allows you to import or share which of the following reporting tools or assets?

Answer: A, B, and C

The Solutions Gallery in Google Analytics is a platform for sharing and importing various custom configurations. This includes Custom Reports, which allow tailored data views; Segments, which define specific subsets of users or sessions; and Goals, which track desired user actions. These assets can be shared and imported to quickly apply best practices or specific reporting needs across different accounts.

You launched several new marketing campaigns and want to be notified if any of the campaigns lead to over a 10% increase in goal conversions on a given day. Which tool in Google Analytics would you use to set up this alert?

Answer: Intelligence Events

Intelligence Events (also known as Custom Alerts) in Google Analytics are designed to notify users of significant changes or anomalies in their data. You can set up custom alerts based on specific metrics and dimensions, such as a percentage increase in goal conversions for particular campaigns. This tool proactively informs you when predefined thresholds are met, allowing for timely action.

True or False: If a user views one page of a website, completes an Event on this page, and then leaves the site, this session will be counted as a bounce in Google Analytics.

Answer: False: Because there was more than one interaction hit in the session (pageview hit and event hit) this session would not be considered a bounce.

A bounce in Google Analytics is defined as a single-page session where the user leaves the site without any other interactions. If a user views one page and then completes an Event (which is considered an interaction hit), there are two interaction hits in that session. Therefore, this session would not be counted as a bounce, as it involved more than one interaction.

Which report would you use to determine the percent of your site traffic that has already been to your site before?

Answer: Behavior – New vs returning report

The 'New vs Returning' report, found under the Audience > Behavior section, is specifically designed to show the proportion of your site traffic that has visited before. It provides a clear comparison of new visitors versus returning visitors, along with their respective metrics like sessions, bounce rate, and conversion rates. This report is ideal for understanding audience loyalty and engagement.

The Measurement Protocol is a standard set of rules for collecting and sending hits to Google Analytics. Using the Measurement Protocol you can

Answer: A and B only

The Measurement Protocol is a standard set of rules for collecting and sending raw user interaction data (hits) directly to Google Analytics. This enables you to send data from virtually any web-connected device, including non-browser environments like kiosks or point-of-sale systems. While Data Import handles uploading aggregated data tables, the Measurement Protocol extends GA's data collection capabilities beyond traditional web and app tracking by allowing flexible hit submission.

Which of the following is a hit type tracked by Google Analytics?

Answer: all of these are hit types tracked in Google Analytics

Google Analytics tracks various types of 'hits' or interactions that occur on a website or app. These include page tracking hits (recorded when a user views a page), event tracking hits (for specific user interactions like button clicks or video plays), and ecommerce tracking hits (for transactions and product-related data). All the listed options represent valid and distinct hit types processed by Google Analytics.

Which of the following would prevent destination goal conversions from being recorded?

Answer: All of these would prevent a destination goal from recording.

For a destination goal to be recorded, several conditions must be met. The tracking code must be correctly implemented on the conversion page, a destination goal must be explicitly defined in the view, the match type (e.g., 'Equals to,' 'Begins with') in the goal definition must accurately correspond to the URL, and there must be no misspellings in the URL defined for the goal. Any error in these areas will prevent the goal from recording.

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

Answer: Bounce Rate > 90%

A Bounce Rate greater than 90% is a strong indicator of a poorly performing landing page. This metric signifies that over 90% of visitors are leaving the page after viewing only that single page, without any further interaction. Such a high bounce rate suggests that the page is not engaging, relevant, or user-friendly enough to encourage visitors to explore further, indicating a need for optimization.

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

Answer: Ecommerce Conversion Rate

To maximize the number of sales through your website, the Ecommerce Conversion Rate is the most direct and effective metric to measure performance. This metric represents the percentage of sessions that result in an e-commerce transaction, directly quantifying how efficiently your website is converting visitors into paying customers. Other metrics like Visits or Bounce Rate are important but do not directly reflect sales performance.

Which of the following attribution models would be useful for evaluating ads and campaigns that are designed to create initial awareness about a brand?

Answer: First Interaction model

The First Interaction attribution model assigns 100% of the conversion credit to the very first channel a customer interacted with. For campaigns designed to create initial awareness, this model is ideal because it directly highlights which channels are most effective at introducing potential customers to the brand or product for the first time.

Which of the following is not a required parameter in the URL builder?

Answer: Campaign Content

When using the URL builder for custom campaign tracking, the required parameters are Campaign Source (utm_source), Campaign Medium (utm_medium), and Campaign Name (utm_campaign). Campaign Content (utm_content) and Campaign Term (utm_term) are optional parameters used for more granular tracking, such as differentiating ad versions or keywords.

You can combine a metric X with a dimension Y in Google Analytics

Answer: If X and Y have the same scope

In Google Analytics, dimensions and metrics must share the same scope to be meaningfully combined in reports. Scope refers to the level at which data is collected (e.g., hit, session, user, product). Combining a metric and a dimension with different scopes would result in inaccurate or nonsensical data, as they wouldn't logically relate to each other.

Which user characteristic may NOT be used to change keyword bids in AdWords?:

Answer: ad preference

AdWords (now Google Ads) allows advertisers to adjust keyword bids based on various user characteristics and contextual factors to optimize campaign performance. These include location, time of day, and device type. However, 'ad preference' is not a specific, actionable characteristic that can be directly used to modify bids within the AdWords platform.

By default, Google Analytics can only collect behavioral data from web-connected systems.

Answer: True

By default, Google Analytics primarily collects behavioral data through its JavaScript tracking code embedded on websites, which operates within web browsers. While it can integrate with other systems via the Measurement Protocol or Data Import, its fundamental and default data collection mechanism is from web-connected environments.

Filters let you include, exclude, or modify the data you collect in a view.

Answer: True

Filters are a powerful feature in Google Analytics that allow you to control and refine the data that appears in your reports. They can be configured to include only specific data, exclude unwanted data (like internal traffic), or modify data (e.g., converting URLs to lowercase) before it is processed and stored in a view.

Which reports show websites that send traffic to your pages?

Answer: All Traffic

The 'All Traffic' reports, specifically the 'Referrals' section found under Acquisition > All Traffic, are designed to show which external websites are sending traffic to your pages. This helps you identify valuable referral sources and understand where your visitors are coming from, excluding direct traffic and search engines.

Which of these is NOT a benefit of Remarketing in Google Analytics?

Answer: Allow customers to reorder an item they have previously purchased

Remarketing in Google Analytics is primarily about creating audience lists of users who have visited your site, which can then be used to show them targeted ads on other platforms. While it can encourage repeat purchases, its direct benefit isn't to facilitate reordering an item within Analytics itself, but rather to enable customized ad campaigns to re-engage users.

Which of these does Google Analytics use to distinguish new and returning users?

Answer: A randomly-assigned unique identifier and browser cookie

Google Analytics uses a randomly-assigned unique identifier, stored in a first-party browser cookie (the `_ga` cookie), to distinguish between new and returning users. This unique ID allows Analytics to recognize subsequent visits from the same browser as belonging to a returning user, even if they don't log in.