Web Traffic Web Traffic 3

Question 1

What does UTM stand for in URL tracking parameters?

Accepted Answer

Urchin Tracking Module

Answer

UTM stands for Urchin Tracking Module, named after the Urchin software acquired by Google to build Google Analytics.

Question 2

Which UTM parameter identifies the specific ad or link that was clicked?

Accepted Answer

utm_content

Answer

utm_content differentiates links within the same campaign, such as two different banner ads.

Question 3

If a website has a high exit rate on its checkout page, what does this most likely indicate?

Accepted Answer

Users are abandoning the purchase at the payment step

Answer

A high exit rate on the checkout page suggests visitors are dropping off before completing their purchase.

Question 4

What is 'dark traffic' in web analytics?

Accepted Answer

Traffic with missing or stripped referrer data that appears as direct

Answer

Dark traffic refers to visits where the referrer is unavailable, causing analytics to misattribute them as direct traffic.

Question 5

Which of the following best describes 'channel grouping' in Google Analytics?

Accepted Answer

Categorizing traffic sources into buckets like Organic, Paid, Social

Answer

Channel grouping organizes traffic sources into predefined buckets (Organic Search, Paid Search, Social, etc.) for easier analysis.

Web Traffic Practice Test