Activity 2.1 - The importance of digital analytics

Complete the definition of "digital analytics" by choosing the best option to fill in the blanks for the statement below. "Digital analytics" is the analysis of qualitative and (a) ___________________ data from your business and the competition to drive a (b) ___________________ of the online experience that your (c) ___________________ and potential customers have which translates to your desired (d) ___________________.
>(a) quantitative, (b) continual improvement, (c) customers, (d) outcomes

Which of the following platforms is Google Analytics capable of tracking?
>User activity on a website
>User activity on a mobile website
>User activity on a mobile application
>User activity on a gaming console
>User activity on any digitally connected device

For each of the five business types below, select the objective that you would most likely track as a desired outcome.

Content publisher>Encourage frequent visitation                     
Branding>Encourage engagement & awareness                      
Online information / support>Provide information quickly                    
Lead generation>Drive contact form submissions                     
Ecommerce>Drive product sales

Activity 2.2 - Core analysis techniques

Which of the following are true about segmentation?
>Segmentation allows you to isolate and analyze subsets of your data.
>Segmentation can help you find the underlying causes of changes to your aggregate data.

Which of the following is an example of adding internal context to your data?
>Using your site's historical monthly visits data to set a future monthly visits target.

Activity 2.3 - Conversions and conversion attribution

Your business' objective is to maximize the number of sales through your website. Which of the following metrics would most directly help you measure performance against this objective?
>Ecommerce conversion rate

You run a heavy-machinery business and use your website to generate sales leads for high-priced items. Which of the following actions below would you consider the main "macro conversion" for your site?
>A potential customer fills out and submits a lead form.

A customer visits your site four times in a month before making a $100 purchase on your site. She first comes to your site by clicking on a search ad, then a social media ad, then another search ad, and finally a display ad. If you’re using a linear attribution model, how much conversion credit could be assigned to the last display ad?

Activity 2.4 - Creating a measurement plan

Which of the following should be the first step you complete during the analytics planning process?
>Define your overall measurement plan and business objectives

You run a business that offers online real estate listings and have defined the following as your overall business objective:
"Help residential home buyers easily discover, finance and purchase the home of their dreams."
Which of the following would be the best strategies to define in your measurement plan to support the business objective above?
>Enable users to contact local realtors for their favorite properties through an online form.
>Connect users to mortgage estimation tools and financing options through an online portal.
>Provide users with search tools to narrow the listing options to match their specific criteria.

Which of the following would be the best KPIs to define in your measurement plan to support the strategies above?
>Percentage of users who complete a realtor contact form
>Percentage of users who use the search tools on your site
>Percentage of users who engage with the mortgage estimation tool

Which of the following segments would be useful to define in your measurement plan to support the business objective above?
>First-time home buyers vs. experienced buyers
>First-time site users vs. returning site users
>Users who tried the mortgage estimation tool vs. those who didn't
>Users who used search specification tools vs. users who completed a general listing search

Which of the following could you use to set targets for your measurement plan?
>Your historical site performance
>Third-party industry benchmark data
>Internal expectations from your business leadership

Activity 3.1 - How Google Analytics works

Which of the following are considered the four main components of how the Google Analytics system works?

To collect mobile application data with Google Analytics, you should implement the exact same code you use for your website tracking.

The code snippet for tracking websites with Google Analytics is written in

Activity 3.2 - Key metrics and dimensions defined

Which of the following are metrics?
>Avg. Session Duration

Which of the following are dimensions?
>Page Title

What is Bounce Rate?
>the percentage of visits when a visitor viewed only one page and then exited without a second interaction on the site

Why might a site have a high Bounce Rate?
>The ads that bring the users to the site set different expectations than the landing page.
>The site only has one page (e.g. a simple blog).
>The page that your users typically land on doesn't have enough information or a good call-to-action

Activity 4.1 - Creating an account

It is recommended that you place the Google Analytics javascript tracking code:
just before the closing </head> tag

Activity 4.2 - Understanding your account structure

How many properties in total do you now have in your practice account?

How many views in total do you now have in your practice account?

Which of the following best represents the hierarchical structure of a Google Analytics account from top to bottom?
>Account → Property → View

Activity 4.3 - Setting up basic filters

Create a filter for the view "2 - www.myoutdoorstore.com (test view)" that would prevent traffic from the following IP address from showing in the report view:
Which of the following is the correct way to set up the IP address filter described above?
>Create a Predefined filter excluding traffic from the IP address that is equal to

True or False: The order in which filters appear in your settings matters.
>True. Filters are executed in the order in which they appear

Why is it important that you maintain one unfiltered view when using filters with your analytics account?
>Since raw data cannot be reprocessed, maintaining an unfiltered view ensures that the original data can always be accessed

Activity 4.4 - Setting up goals and ecommerce

Create a goal in the “Master Profile” for the website to match the following pages:
What match type and URI pattern did you use to create the goal in your account?
>Match type: Begins with; URI pattern: /thankyou

Which of these best defines a Destination goal in Google Analytics?
>A website page viewed by the user once they have completed a desired action

You define a Destination goal by:
>Specifying the conversion page in your view settings within Google Analytics

When configuring a goal, why is it useful to assign a goal value?
>To attribute monetary value to a non e-commerce site

Which of the following could be measured by defining a goal in Google Analytics?
>The percentage of sessions that result in a site registration
>The percentage of sessions which contain three or more pageviews
>The percentage of sessions during which users spend at least 2 minutes on the site
>>wrong: The percentage of sessions that are unique

Activity 4.5 - Collecting campaign data

Using the URL Builder (https://support.google.com/analytics/answer/1033867) in the Help Center and the details below, create a tagged URL that you would use for your Fall Sale email campaign. Then, complete the questions that follow to review what you learned in this lesson.

Destination URL: http://www.mysite.com/landingpage
Source: newsletter
Medium: email
Campaign Name: sale
Campaign Content: promo1
Enter the tagged URL that you created for the campaign above here:

Which of the following traffic mediums are automatically tracked by Google Analytics without extra tagging or account linking?
>(none), when the traffic source is "direct"

Which campaign tracking variables should you always use when manually tagging a URL?
>utm_source, utm_medium, utm_campaign

Which of the following should you manually tag with campaign tracking variables?
>Banner ads
>Non-AdWords CPC campaigns
>Email campaigns
>>wrong:AdWords campaigns,Referrals, Organic search traffic

Which is the recommended parameter for identifying different versions of an ad?

Activity 5.1 - Reporting overview

Which of the following reporting tools would you use to show the dimension "city" next to the dimension "source" in a report?
>Secondary dimension

Which of the following reporting tools would you use to show two rows of data on the same graph?
>Plot rows

Which of the following reporting tools would you use to exclude any rows of a report with fewer than 50 visits?
>Table filter

Which of the following reporting tools would you use to show two date ranges on the same graph?
>Date comparison

Activity 5.2 - Audience reports

Which of the following Audience reports would you use to determine whether first-time site visitors or repeat site visitors spend more time on your site on average?
>New vs. Returning reports

Which of the following Audience reports would you use to see how your site performance differs between desktop, smartphone and tablet users?
>Mobile reports

Which of the following Audience reports would you use to see how often users return to your site?
>Frequency & Recency reports

Activity 5.3 - Acquisition reports

To see the bounce rate of a specific medium in an Acquisitions report:
>Change the primary dimension in the Channels report to “Medium” and view the Bounce Rate metric
>Change the primary dimension in the Source/Medium report to “Medium” and view the Bounce Rate metric

Which of the following types of traffic will show in the "Campaigns" report?
>Visits from Google AdWords campaigns that have autotagging enabled
>Visits from all links tagged with the utm_campaign parameter

It is possible to customize the default channels in the Channels report and create your own custom channels from scratch.

Activity 5.4 - AdWords reports

Which of the following Google Analytics dimensions are only available for AdWords traffic?
>Matched Search Query
>Query Match Type
>Placement Domain

Which of the following AdWords reports would you use to investigate whether you should modify your bidding during certain hours of the day to optimize conversions?
>Time of Day

Which of the following are possible ways to view the dimension "Ad Content" in your Google Analytics AdWords reports?
>Switch the primary dimension in the AdWords Keywords report to "Ad Content"
>Add "Ad Content" to the Campaigns report as a secondary dimension

Which of the following Behavior reports would you use to identify the pages of your site that have the highest bounce rate as the first page of a user's session?
>Landing Pages

Which of the following Behavior reports could you use to find new keyword ideas for your search advertising campaigns?
>Site Search

In order to see data in the Events reports, which of the following must you do in addition to implementing the standard Google Analytics tracking code on your site?
>Add additional Event Tracking code to each action on your site that you want Google Analytics to track as an event

The Site Search reports show:
>how users search your site

Activity 5.6 - Custom reports and dashboards

Which of the following are required to create a Custom Report?
>A report title must be entered
>At least one metric must be added
>At least one dimension must be added

Custom Reports will only display data for the date range selected at the time the report is created.

The date range set for a Dashboard doesn't apply to Real-Time widgets since they only show data for current active users, not historical data.

Activity 6.1 - Goal Flow report

Which of the following are required in order to see data for each page of a three-page conversion process in the Goal Flow report?
>You must set up a Goal for the conversion.
>You must set up each of the three pages as a funnel step in the Goal settings.
>>wrong: You must have Ecommerce reporting implemented.

Which of the following questions can be answered using the Goal Flow report?
>Are there a lot of unexpected exits from a step in the middle of my conversion funnel?
>Do users usually start my conversion process from the first step or somewhere in the middle?
>Is there a place in my funnel where traffic loops back to the beginning of the conversion process to start over?
>Are there any steps in my conversion funnel that don't perform well on mobile devices compared to desktop devices?

Activity 6.2 - Ecommerce reports

Which of the following steps must be completed in order to collect ecommerce data in Google Analytics?
>Enable Ecommerce tracking in the Ecommerce Settings for a view
>Add the Ecommerce tracking code to your site or application

Which of the following questions could you answer with the Ecommerce reports?
>Which product category brings in the most revenue for my business?
>What are the ten most frequently purchased products on my site?
>What products did a visitor purchase together in the same transaction?
>What is the average order value of the transactions placed on my site?

Activity 6.3 - Multi-Channel Funnels reports

In order to see data in the Multi-Channel Funnels reports you must first implement Goals or Ecommerce.

Which of the following Multi-Channel Funnels reports would you use to see the most common sequences of marketing touch points that lead to conversions on your site or app?
Top Conversion Paths

Activity 6.4 - Attribution reports

In the Linear attribution model:
>each touchpoint in the conversion path would share equal credit for the conversion

Which of the following attribution models would be useful to analyze ads and campaigns that are designed to create initial awareness about a brand?
>First Interaction model

Final assessment

What should always be the first step of creating a measurement plan?
>Defining your overall business objective

Your key performance indicators (KPIs) are automatically tracked as Goals in Google Analytics.
>False. You must set up your goals once you identify the KPIs you want to track.

In Google Analytics, "attribution" most commonly refers to:
>Assigning which marketing channels get credit for conversions

>Avg. Time on Page
>Goal Conversion Rate

>Event Category
>Ad Content

By default, when does a user's session (or "visit") end according to Google Analytics?
>The session ends once the user is inactive for 30 minutes or more

Which of the following Google Analytics tools would you use to permanently exclude website traffic from your internal employees from your reports?
>A filter that you create in the Admin settings and apply to your report view

If you make a mistake implementing a filter you can always correct it by fixing the filter and reprocessing the historical data.

Which of the following is NOT a standard Google Analytics campaign variable?

Which of the following traffic source / medium combinations would NOT be detected by Google Analytics automatically and would require manual tagging for customization?
>nytimes.com / display

What do you need to do to track interactions that happen within a page of your website, like downloading a PDF, or clicking "play" and "stop" on an embedded video player?
>Have a developer implement Event Tracking code for each interaction you want to track.

Add campaign link tags to the URL http://www.mysite.com/home so that traffic to the link would show in the Source / Medium report as "coupon / email" and in the Campaigns report as "springsale". Enter the tagged URL here.

You own three different websites that operate independently but are all a part of the same company. Which of the following is the best way to set up your Google Analytics account for these sites?
>Create three different properties, one for each website, so that each site has its own unique tracking code.

Which of the pages below would match a goal with the following settings: Destination begins with /orderconfirmed
>> wrong: www.mystore.com/shirts/orderconfirmed.html

Which of the following are reasons to implement Ecommerce tracking in addition to Goals?
>To see which campaigns lead to the sale of particular products
>To track revenue generated by the website

A user visits your website and subscribes to your newsletter, which you are tracking as a Goal. The user's colleague then immediately subscribes to the same newsletter using the same computer and browser. How many conversions will be recorded in Google Analytics?

Within a 30-day period a user visits your website first from a social media ad, then from a banner ad on a news site, and then from a paid search ad. On the final visit the user submits a "Contact" form that you track as a Goal conversion. Which of the following statements are true about how the user's activity will be reported?
>The social media ad and the banner ad will be given credit in the Multi-Channel Funnels reports as "assisting interactions."
>In the Source/Medium report only the paid search ad will get credit for the conversion.

You have been asked to find opportunities to increase the number of users who complete the three-step account sign-up process on your site. Which of the following analyses would be most useful for your investigation?
>Using the Source/Medium report to identify which traffic sources have the highest conversion rate.
>Using the Landing Pages report to identify which landing pages have the highest conversion rate.
>Using the Goal Flow report to identify which of the three steps has the highest drop-off rate.

Which of the following reports allows you to identify the terms users input to conduct searches within your site?
>Site Search report
>wrong: Keyword report, Search Queries report, Search Engine Optimization report

You want to create a report in Google Analytics that shows you the Sessions and Ecommerce Conversion Rate broken out by both the dimensions Medium and City. How could you create this report?
>Adjust the primary dimension of the Locations report to "City" and add a secondary dimension of "Medium." Then switch the metric group to "Ecommerce."
>Adjust the primary dimension of the Source/Medium report to "Medium" and add a secondary dimension of "City." Then switch the metric group to "Ecommerce."
>Create a Custom Report with the dimensions "Medium" and "City" and the metrics "Sessions" and "Ecommerce Conversion Rate."


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