Web Analytics E-commerce Analytics 2 — Questions and Answers
Question 1: What is 'Return on Ad Spend' (ROAS) in e-commerce?
- Total ad spend divided by revenue
- Revenue generated divided by ad spend (Correct answer)
- Profit margin minus ad cost
- Ad impressions divided by revenue
Correct answer: Revenue generated divided by ad spend
ROAS measures how many dollars of revenue you earn for every dollar spent on advertising.
Question 2: What does 'enhanced e-commerce' tracking in Google Analytics provide that standard e-commerce tracking does not?
- Basic purchase tracking only
- Full funnel data including product impressions, clicks, cart actions, and refunds (Correct answer)
- Server-side purchase validation
- Social sharing data for products
Correct answer: Full funnel data including product impressions, clicks, cart actions, and refunds
Enhanced e-commerce captures the entire shopping funnel—from product list views and detail page views through cart actions, checkout steps, and refunds.
Question 3: What does 'customer acquisition cost' (CAC) measure?
- The cost to retain an existing customer
- The total marketing and sales spend divided by the number of new customers acquired (Correct answer)
- The average order value for first-time buyers
- The cost of customer service per customer
Correct answer: The total marketing and sales spend divided by the number of new customers acquired
CAC is the total cost (marketing + sales) to acquire a new customer, used to evaluate the profitability of acquisition channels.
Question 4: In e-commerce analytics, what is a 'product list report'?
- An inventory management report
- A report showing impressions, clicks, and CTR for products displayed in category or search lists (Correct answer)
- A list of best-selling products by revenue
- A catalog of discontinued products
Correct answer: A report showing impressions, clicks, and CTR for products displayed in category or search lists
Product list reports in enhanced e-commerce show how products in list views (category pages, search results) are being viewed and clicked.
Question 5: What does 'purchase funnel' analysis reveal in e-commerce?
- The best-selling product in each category
- The conversion rate at each step from product view to completed purchase (Correct answer)
- The average time to ship an order
- The return rate by category
Correct answer: The conversion rate at each step from product view to completed purchase
Purchase funnel analysis shows drop-off rates at each stage—product view, add to cart, checkout, payment—to identify bottlenecks.
Question 6: What is 'coupon analytics' in e-commerce tracking?
- Tracking email open rates for coupon emails
- Measuring the revenue impact, usage rate, and order value lift from discount codes (Correct answer)
- A/B testing coupon design
- Monitoring coupon fraud rates only
Correct answer: Measuring the revenue impact, usage rate, and order value lift from discount codes
Coupon analytics tracks which discount codes are used, how they affect AOV and conversion rate, and the net revenue impact of promotions.
Web Analytics E-commerce Analytics 2
What is 'Return on Ad Spend' (ROAS) in e-commerce?