Web Analytics E-commerce Analytics 2

Question 1

What is 'Return on Ad Spend' (ROAS) in e-commerce?

Accepted Answer

Revenue generated divided by ad spend

Answer

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?

Accepted Answer

Full funnel data including product impressions, clicks, cart actions, and refunds

Answer

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?

Accepted Answer

The total marketing and sales spend divided by the number of new customers acquired

Answer

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'?

Accepted Answer

A report showing impressions, clicks, and CTR for products displayed in category or search lists

Answer

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?

Accepted Answer

The conversion rate at each step from product view to completed purchase

Answer

Purchase funnel analysis shows drop-off rates at each stage—product view, add to cart, checkout, payment—to identify bottlenecks.

Web Analytics Practice Test

Web Analytics Practice Test

Web Analytics E-commerce Analytics 2