MAC MAC Digital Marketing Analytics & Tools 1

Question 1

Which Google Analytics metric measures the percentage of single-page sessions where the user left without any interaction?

Accepted Answer

Bounce Rate

Answer

Bounce rate is the percentage of sessions in which users view only one page and leave without further interaction.

Question 2

What does a UTM parameter in a URL primarily help marketers track?

Accepted Answer

Traffic source and campaign attribution

Answer

UTM parameters are tags appended to URLs to identify the source, medium, and campaign driving traffic to a page.

Question 3

In Google Analytics 4, which report would you use to see the sequence of pages users visit before converting?

Accepted Answer

Funnel Exploration

Answer

Funnel Exploration in GA4 lets you visualize the steps users take and identify where they drop off before completing a conversion.

Question 4

What is the primary purpose of setting up conversion goals in a web analytics platform?

Accepted Answer

To measure when users complete desired actions

Answer

Conversion goals allow analysts to measure how often users complete specific, valuable actions such as purchases or form submissions.

Question 5

Which attribution model gives 100% credit for a conversion to the last marketing touchpoint before the sale?

Accepted Answer

Last-Touch Attribution

Answer

Last-touch attribution assigns all conversion credit to the final channel or touchpoint the customer interacted with before converting.

(MAC) Marketing Analytics Certification Practice Test