Web Analytics Trivia 3 — Questions and Answers
Question 1: What is 'attribution modeling' in web analytics?
- Designing website page layouts
- Assigning credit to marketing touchpoints that contribute to conversions (Correct answer)
- Tracking which browser users have
- Measuring page load speed
Correct answer: Assigning credit to marketing touchpoints that contribute to conversions
Attribution modeling is the process of assigning credit to the various marketing channels or touchpoints that led to a conversion.
Question 2: In Google Analytics, what is a 'custom dimension'?
- A non-standard metric you create to collect data not captured by default (Correct answer)
- A pre-built report template
- A filter applied to all views
- A goal tracking setup
Correct answer: A non-standard metric you create to collect data not captured by default
Custom dimensions let you collect and send additional data to Google Analytics beyond the default attributes.
Question 3: What does 'time on page' measure in web analytics?
- Total time a user spends on a website in one session
- Time between a user arriving on a page and navigating to the next page (Correct answer)
- Time a page takes to load
- Time since the page was last updated
Correct answer: Time between a user arriving on a page and navigating to the next page
Time on Page measures the duration between a user's arrival on a page and their click to the next page in the same session.
Question 4: Which protocol does the Google Analytics Measurement Protocol use to send data?
- FTP
- SMTP
- HTTP/HTTPS (Correct answer)
- SSH
Correct answer: HTTP/HTTPS
The Measurement Protocol uses HTTP or HTTPS POST requests to send data directly to Google Analytics servers.
Question 5: What is a 'funnel visualization' report used for in web analytics?
- Showing geographic traffic distribution
- Displaying the steps users take toward a conversion goal and where they drop off (Correct answer)
- Tracking keyword rankings over time
- Comparing traffic between two date ranges
Correct answer: Displaying the steps users take toward a conversion goal and where they drop off
Funnel visualization shows each step in a conversion path and the percentage of users who proceed through each stage.
Question 6: What was the original name of Google Analytics before Google acquired it in 2005?
- WebSideStory
- Urchin (Correct answer)
- Omniture
- NetInsight
Correct answer: Urchin
Google Analytics was originally called Urchin, developed by Urchin Software Corporation, which Google acquired in 2005.
Question 7: In web analytics, what is 'data sampling'?
- Collecting data from only a portion of sessions to generate reports faster (Correct answer)
- Removing bot traffic from reports
- Segmenting users into A/B test groups
- Exporting analytics data to a spreadsheet
Correct answer: Collecting data from only a portion of sessions to generate reports faster
Data sampling occurs when Google Analytics uses a subset of sessions to estimate metrics for reports when data volume is very high.
Web Analytics Trivia 3
What is 'attribution modeling' in web analytics?