MAC Digital Marketing Analytics & Tools Flashcards

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

Answer: Bounce Rate

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

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

Answer: Traffic source and campaign attribution

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

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

Answer: Funnel Exploration

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

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

Answer: To measure when users complete desired actions

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

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

Answer: Last-Touch Attribution

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

When analyzing a marketing dashboard, a sudden spike in direct traffic often indicates what?

Answer: Tracking or tagging issues causing misattribution

Unexplained spikes in direct traffic frequently result from broken UTM tags, HTTPS-to-HTTP referral stripping, or misconfigured tracking codes.