Web Analytics Trivia 5 — Questions and Answers
Question 1: What is 'session stitching' in modern analytics platforms?
- Combining data from multiple analytics tools into one dashboard
- Joining fragmented sessions from the same user into a continuous journey (Correct answer)
- Merging A/B test results after an experiment ends
- Reprocessing historical data after a tracking change
Correct answer: Joining fragmented sessions from the same user into a continuous journey
Session stitching reassembles user activity across sessions or devices into a single, unified user journey for accurate analysis.
Question 2: Which Google Analytics 4 feature replaced the older 'Views' concept from Universal Analytics?
- Custom Reports
- Data Streams (Correct answer)
- Audiences
- Explorations
Correct answer: Data Streams
GA4 uses Data Streams (web, iOS, Android) to collect data, replacing the Views structure of Universal Analytics.
Question 3: What does 'direct traffic' typically represent in a web analytics report?
- Traffic from paid advertisements
- Visitors who typed your URL directly or whose source is unknown (Correct answer)
- Traffic from social media platforms
- Visitors referred from partner websites
Correct answer: Visitors who typed your URL directly or whose source is unknown
Direct traffic includes visitors who typed the URL, used a bookmark, or whose referring source was lost due to HTTPS-to-HTTP redirects or other tracking gaps.
Question 4: In web analytics, what is the purpose of 'IP address filtering'?
- To block competitor websites from viewing your pages
- To exclude internal employee traffic from skewing analytics data (Correct answer)
- To prevent spam form submissions
- To restrict access to certain geographic regions
Correct answer: To exclude internal employee traffic from skewing analytics data
IP filtering excludes your office or internal team's visits from reports so analytics data reflects only real customer behavior.
Question 5: What is the 'last-click attribution model'?
- Giving equal credit to all marketing channels in a conversion path
- Giving 100% of the conversion credit to the final touchpoint before purchase (Correct answer)
- Crediting only the first channel that brought the user to the site
- Distributing credit based on the time spent on each channel's content
Correct answer: Giving 100% of the conversion credit to the final touchpoint before purchase
Last-click attribution assigns all conversion credit to the final channel the user interacted with before converting.
Question 6: What does 'event tracking' in Google Analytics allow you to measure that standard pageviews cannot?
- The geographic location of users
- User interactions like button clicks, video plays, and downloads that don't load a new page (Correct answer)
- The device type and screen resolution of visitors
- The speed at which pages load for individual users
Correct answer: User interactions like button clicks, video plays, and downloads that don't load a new page
Event tracking captures specific user interactions on a page — such as clicks, form submissions, or video engagement — without requiring a page navigation.
Question 7: Which metric would best indicate that your website's content is highly engaging and relevant to visitors?
- High bounce rate and low pages per session
- Low bounce rate and high average session duration (Correct answer)
- High exit rate on the home page
- Low number of new users
Correct answer: Low bounce rate and high average session duration
A low bounce rate combined with high average session duration indicates users are finding valuable content and exploring the site deeply.
Web Analytics Trivia 5
What is 'session stitching' in modern analytics platforms?