Web Analytics Ultimate Web Analytics 3

Question 1

What does 'data layer' refer to in tag management systems like Google Tag Manager?

Accepted Answer

A JavaScript object that passes structured data from the website to the tag manager

Answer

The data layer is a JavaScript object (typically dataLayer) that stores structured information about the page and user actions for GTM to consume.

Question 2

Which metric best measures how quickly a website generates revenue per visitor?

Accepted Answer

Revenue per Session (RPS)

Answer

Revenue per Session combines conversion rate and average order value into a single metric reflecting monetization efficiency per visit.

Question 3

What is 'cohort analysis' used for in web analytics?

Accepted Answer

Tracking behavior of user groups defined by a shared characteristic over time

Answer

Cohort analysis groups users by a shared attribute (e.g., acquisition week) and tracks their behavior across subsequent time periods.

Question 4

A UTM parameter 'utm_content' is primarily used to:

Accepted Answer

Identify the specific ad or link within a campaign

Answer

utm_content differentiates between multiple links or ads within the same campaign, useful for A/B testing ad creatives.

Question 5

What is 'server-side tagging' and its primary benefit over client-side tagging?

Accepted Answer

Tags run on a server you control, improving data accuracy and privacy compliance

Answer

Server-side tagging moves tag execution to a server you own, bypassing ad blockers and giving you control over what data third parties receive.

Web Analytics Practice Test