Individual Qualification Exam Sheet Flashcards

Which GA4 attribution model gives all credit for a conversion to the last channel the user interacted with before converting?

Answer: Last click

The last-click model assigns 100% of conversion credit to the final touchpoint.

What is the default attribution model in GA4 reports?

Answer: Data-driven attribution

GA4 uses data-driven attribution as its default model, distributing credit based on observed data.

In GA4, which type of audience can be used to re-engage users in Google Ads campaigns?

Answer: Remarketing audience

Remarketing audiences built in GA4 can be shared to Google Ads to re-engage those users.

Which GA4 prediction metric estimates the likelihood that a user will not return within 7 days?

Answer: Churn probability

Churn probability predicts the likelihood that an active user will not be active in the next 7 days.

What is required for GA4 to generate predictive metrics like purchase probability?

Answer: A minimum threshold of positive and negative training examples

Predictive metrics require enough qualifying events (a minimum number of positive and negative examples) over a recent period.

Which conversion window setting in GA4 attribution controls how far back from a conversion GA4 looks for engagements?

Answer: Lookback window

The lookback window defines how many days before a conversion GA4 considers prior touchpoints for credit.

In GA4, what is the maximum lookback window available for acquisition conversion events?

Answer: 30 days

For acquisition events, GA4 offers a 7-day or 30-day lookback window, with 30 days being the maximum.