Web Analytics Ultimate Web Analytics 2 — Questions and Answers
Question 1: 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 (Correct answer)
- Session lasting at least 30 seconds with no bounce
- Any session where the user clicked a link
- Session with at least one goal completion
Correct answer: Session lasting at least 10 seconds, a conversion event, or 2+ page views
GA4 defines an engaged session as one lasting 10+ seconds, having a conversion event, or containing 2 or more page/screen views.
Question 2: Which attribution model gives 100% credit to the last non-direct channel before conversion?
- Linear
- Last Non-Direct Click (Correct answer)
- Time Decay
- Data-Driven
Correct answer: Last Non-Direct Click
Last Non-Direct Click ignores direct traffic and attributes the full conversion credit to the most recent channel that drove the visit.
Question 3: What is 'sampling' in the context of web analytics reports?
- Collecting data from a subset of sessions to estimate overall metrics (Correct answer)
- Removing bot traffic from reports
- Splitting traffic for A/B testing
- Aggregating data across multiple properties
Correct answer: Collecting data from a subset of sessions to estimate overall metrics
Sampling occurs when a report processes a subset of sessions rather than all data, trading accuracy for speed on large datasets.
Question 4: A site's pages/session metric drops from 4.2 to 2.1 after launching a new navigation menu. What is the most likely cause?
- Users are finding content faster and exiting satisfied (Correct answer)
- The menu introduced broken links reducing crawlability
- Session timeout settings were accidentally changed
- The site's CDN is caching fewer pages
Correct answer: Users are finding content faster and exiting satisfied
Improved navigation often reduces page depth because users reach their target content more efficiently with fewer clicks.
Question 5: What is a 'micro-conversion' in web analytics?
- A small purchase under $10
- An intermediate action that indicates progress toward a macro goal (Correct answer)
- A mobile-only conversion event
- A conversion tracked without JavaScript
Correct answer: An intermediate action that indicates progress toward a macro goal
Micro-conversions are steps like newsletter sign-ups or video plays that signal user intent before the primary macro-conversion.
Question 6: Which Google Analytics feature allows you to track user interactions across multiple devices?
- Cross-Device Reports using User-ID or Google Signals (Correct answer)
- Enhanced Ecommerce tracking
- Custom dimensions at the session scope
- Real-Time reports
Correct answer: Cross-Device Reports using User-ID or Google Signals
User-ID linking and Google Signals both enable cross-device measurement by associating sessions from different devices to the same user.
Question 7: In a funnel visualization, a step shows 80% drop-off. What should an analyst do first?
- Immediately redesign that page
- Investigate whether the drop-off reflects expected user behavior or a technical issue (Correct answer)
- Remove that step from the funnel
- Increase paid traffic to that page
Correct answer: Investigate whether the drop-off reflects expected user behavior or a technical issue
High drop-off could be intentional (optional step) or caused by UX friction or broken functionality — diagnosis precedes action.
Web Analytics Ultimate Web Analytics 2
In Google Analytics 4, what does the 'engaged session' metric require to qualify?