Web Analytics Cheat Sheet 2026

The 30 highest-yield Web Analytics facts, distilled from real exam questions. Print it, save it as a PDF, or study it here — free, no sign-up.

1. What does 'organic traffic' refer to in web analytics? → Unpaid visitors who arrive through search engine results
2. Which of the following best describes the standard traffic source channels in web analytics? → Organic, paid, referral, social, email, and direct
3. Which GA4 feature allows you to group users based on shared attributes and then apply those groups retroactively to historical data? → User-scoped Segments
4. What is the GA4 'data stream' concept used for? → Connecting a data source (web, iOS, Android) to a GA4 property
5. What does 'pages per session' indicate in web analytics? → The average number of pages viewed during a single visit
6. What is Microsoft Clarity primarily used for in web analytics? → Session recordings and heatmaps
7. Which tool is natively built into Facebook to provide social media analytics? → Meta Business Suite Insights
8. Which metric best measures the percentage of people who clicked a link after seeing your social post? → Click-through rate (CTR)
9. Which social media KPI directly measures customer service effectiveness on social platforms? → Average response time to mentions and DMs
10. Which metric would best indicate that your website's content is highly engaging and relevant to visitors? → Low bounce rate and high average session duration
11. Which heatmap type shows where users are clicking on a webpage? → Click map
12. In Google Analytics 4, what does the 'engaged session' metric require to qualify? → Session lasting at least 10 seconds, a conversion event, or 2+ page views
13. What is 'time lag' in multi-touch attribution reporting? → The number of days between a user's first touchpoint and their eventual conversion
14. What is the role of 'key events' (formerly conversions) in GA4? → They flag important user actions to measure business success
15. What is the primary use case for FullStory as an analytics tool? → Session replay and digital experience analytics
16. What does a 'session timeout' mean in web analytics? → A session ends after 30 minutes of user inactivity by default
17. Which analytics platform uses an 'autocapture' feature to record all user interactions without manual tagging? → Heap
18. What is 'cookie consent' in the context of web analytics compliance? → Obtaining explicit user permission before placing non-essential tracking cookies
19. Which technique helps analysts distinguish between genuine traffic drops and tracking implementation issues? → Comparing analytics data against server-side logs or backend event counts
20. What does 'purchase funnel' analysis reveal in e-commerce? → The conversion rate at each step from product view to completed purchase
21. In web analytics, what is the purpose of 'IP address filtering'? → To exclude internal employee traffic from skewing analytics data
22. Third-party cookies are used with Google Analytics. → False
23. What does 'goal completion rate' measure in web analytics? → The percentage of sessions in which a defined goal action is completed
24. In GA4, what does 'data retention' setting control? → How long raw data is stored before deletion
25. What does the 'purchase' event automatically track in GA4 enhanced e-commerce? → Revenue, transaction ID, and item details
26. What is 'form analytics' in the context of CRO? → Analyzing user interactions with web forms to identify friction and drop-off fields
27. What does 'Instagram Story exit rate' indicate? → Percentage of viewers who swiped away from a story before it ended
28. What is 'sentiment analysis' used for in social media analytics? → Classifying mentions as positive, negative, or neutral in tone
29. Which tool provides 'scroll maps' to show how far users scroll down a webpage? → Hotjar
30. Cookies are used by tag-based web analytics to track: → All of the above