MAC Digital Marketing Analytics & Tools Flashcards

What does the term 'data sampling' mean in the context of web analytics tools like Google Analytics?

Answer: Collecting data from a subset of sessions to estimate overall trends

Data sampling occurs when an analytics tool processes a representative subset of data rather than 100% of sessions to speed up report generation.

Which key performance indicator (KPI) best measures the profitability of a paid digital advertising campaign?

Answer: Return on Ad Spend (ROAS)

ROAS measures the revenue generated for every dollar spent on advertising, making it a direct indicator of campaign profitability.

In digital analytics, what is a 'segment' used for?

Answer: Isolating subsets of data to compare behavior across different user groups

Segments allow analysts to filter and compare subsets of data—such as new vs. returning users—to uncover behavioral differences.

What is the main advantage of using a tag management system (TMS) like Google Tag Manager?

Answer: It allows marketers to deploy and update tracking tags without modifying site code

A TMS centralizes tag deployment so marketing teams can add or update tracking scripts without requiring developer involvement for each change.

Which dimension in Google Analytics 4 would you use to distinguish between users who found your site via organic search vs. paid search?

Answer: Session Default Channel Group

Session Default Channel Group classifies traffic into channels such as Organic Search, Paid Search, Direct, and Social for easy comparison.

A marketing analyst notices that mobile users have a significantly higher bounce rate than desktop users. What is the most appropriate next step?

Answer: Investigate mobile page load speed and user experience issues

High mobile bounce rates frequently point to slow load times or poor mobile UX, which should be investigated before drawing campaign conclusions.