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. What does 'pages per session' indicate in web analytics? → The average number of pages viewed during a single visit
4. What is Microsoft Clarity primarily used for in web analytics? → Session recordings and heatmaps
5. Which heatmap type shows where users are clicking on a webpage? → Click map
6. What is the role of 'key events' (formerly conversions) in GA4? → They flag important user actions to measure business success
7. What is the primary use case for FullStory as an analytics tool? → Session replay and digital experience analytics
8. Which analytics platform uses an 'autocapture' feature to record all user interactions without manual tagging? → Heap
9. What is 'cookie consent' in the context of web analytics compliance? → Obtaining explicit user permission before placing non-essential tracking cookies
10. What does 'purchase funnel' analysis reveal in e-commerce? → The conversion rate at each step from product view to completed purchase
11. Third-party cookies are used with Google Analytics. → False
12. What does 'goal completion rate' measure in web analytics? → The percentage of sessions in which a defined goal action is completed
13. In GA4, what does 'data retention' setting control? → How long raw data is stored before deletion
14. What does the 'purchase' event automatically track in GA4 enhanced e-commerce? → Revenue, transaction ID, and item details
15. What is 'form analytics' in the context of CRO? → Analyzing user interactions with web forms to identify friction and drop-off fields
16. Which tool provides 'scroll maps' to show how far users scroll down a webpage? → Hotjar
17. Cookies are used by tag-based web analytics to track: → All of the above
18. One technique to determine if site visitors are clicking social media buttons on your site is by _____. → Event tracking
19. What is 'goal funnel visualization' used for in Google Analytics? → Visualizing the steps users take toward a conversion and where they drop off
20. In CRO, what is a 'call to action' (CTA)? → A prompt that encourages users to take a specific desired action
21. What is the main purpose of Optimizely in a web analytics and optimization stack? → Running A/B and multivariate experiments to optimize UX
22. What is a 'micro-conversion' in CRO analytics? → A small engagement step that indicates progress toward the primary conversion goal
23. What does 'average session duration' measure? → The average total time users spend per session on the site
24. Which GA4 feature allows raw event data to be exported to Google Cloud for advanced analysis? → BigQuery Export
25. What data model does Google Analytics 4 use instead of the session-based model? → Event-based model
26. What distinguishes Plausible Analytics from Google Analytics for privacy-conscious website owners? → Plausible is cookieless and does not collect personal data
27. What is 'session recording' used for in CRO research? → Replaying individual user sessions to understand behavior and identify friction
28. Which feature makes PostHog stand out as an open-source analytics alternative for product teams? → It combines product analytics, session recording, and feature flags in one platform
29. What does 'bounce rate' measure in web analytics? → The percentage of sessions where users viewed only one page
30. How is Conversion Rate (CR) calculated? → Conversions divided by total sessions (or users) multiplied by 100