Analytics Academy

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DDiiggiittaall AAnnaallyyttiiccss FFuunnddaammeennttaallss -- FFiinnaall aasssseessssmmeenntt
WWhhaatt sshhoouulldd aallwwaayyss bbee tthhee !!rrsstt sstteepp ooff ccrreeaattiinngg aa mmeeaassuurreemmeenntt ppllaann??
Setting up Google Analytics goals
Determining what segments you want to use for analysis
Choosing the KPIs that you'll use to assess your performance
Outlining your digital strategies and tactics
Defining your overall business objective
1.
TTrruuee oorr FFaallssee:: YYoouurr kkeeyy ppeerrffoorrmmaannccee iinnddiiccaattoorrss ((KKPPIIss)) aarree aauuttoommaattiiccaallllyy ttrraacckkeedd aass GGooaallss iinn GGooooggllee AAnnaallyyttiiccss..
True. No additional implementation is required since Goals are tracked automatically.
False. You must set up your goals once you identify the KPIs you want to track.
2.
IInn GGooooggllee AAnnaallyyttiiccss,, ""aattttrriibbuuttiioonn"" mmoosstt ccoommmmoonnllyy rreeffeerrss ttoo::
Assigning which conversions should be tracked for your site or mobile app
Assigning which marketing channels get credit for conversions
Assigning the value of an ecommerce purchase
Assigning which property you want to collect data in for each of your websites and apps
3.
WWhhiicchh ooff tthhee ffoolllloowwiinngg aarree mmeettrriiccss??
Check all that apply.
Site Search Term
Source
Avg. Time on Page
Goal Conversion Rate
4.
WWhhiicchh ooff tthhee ffoolllloowwiinngg aarree ddiimmeennssiioonnss??
Check all that apply.
Medium
Event Category
Bounce Rate
Ad Content
5.
BByy ddeeffaauulltt,, wwhheenn ddooeess aa uusseerr''ss sseessssiioonn ((oorr ""vviissiitt"")) eenndd aaccccoorrddiinngg ttoo GGooooggllee AAnnaallyyttiiccss??
After 30 minutes, regardless of how active the user is on your website
The session ends once the user opens another window in the browser
The session ends once the user is inactive for 30 minutes or more
Immediately when the user closes the browser
6.
WWhhiicchh ooff tthhee ffoolllloowwiinngg GGooooggllee AAnnaallyyttiiccss ttoooollss wwoouulldd yyoouu uussee ttoo ppeerrmmaanneennttllyy eexxcclluuddee wweebbssiittee ttrraa""cc ffrroomm yyoouurr iinntteerrnnaall eemmppllooyyeeeess ffrroomm
yyoouurr rreeppoorrttss??
A filter in a standard report that you apply after the data is processed
A filter in a Custom Report that you apply after the data is processed
The Plot Rows feature that you apply after the data is processed to show internal employee traffic versus customer traffic
A filter that you create in the Admin settings and apply to your report view
7.
TTrruuee oorr FFaallssee.. IIff yyoouu mmaakkee aa mmiissttaakkee iimmpplleemmeennttiinngg aa !!lltteerr yyoouu ccaann aallwwaayyss ccoorrrreecctt iitt bbyy !!xxiinngg tthhee !!lltteerr aanndd rreepprroocceessssiinngg tthhee hhiissttoorriiccaall ddaattaa..
True
False
8.
WWhhiicchh ooff tthhee ffoolllloowwiinngg iiss NNOOTT aa ssttaannddaarrdd GGooooggllee AAnnaallyyttiiccss ccaammppaaiiggnn vvaarriiaabbllee??
utm_adgroup
9.
CCoouurrssee My Pro!le Community Announcements FAQs
Google Analytics ! Privacy & Terms
Digital Analytics Fundamentals - - Assessment https://analyticsacademy.withgoogle.com/assessment?name=Fin
1 of 3 10/31/13 5:53 AM
utm_source
utm_term
utm_content
WWhhiicchh ooff tthhee ffoolllloowwiinngg ttrraa""cc ssoouurrccee // mmeeddiiuumm ccoommbbiinnaattiioonnss wwoouulldd NNOOTT bbee ddeetteecctteedd bbyy GGooooggllee AAnnaallyyttiiccss aauuttoommaattiiccaallllyy aanndd wwoouulldd rreeqquuiirree
mmaannuuaall ttaaggggiinngg ffoorr ccuussttoommiizzaattiioonn??
google / organic
nytimes.com / display
wikipedia.com / referral
direct / (none)
bing.com / organic
10.
WWhhaatt ddoo yyoouu nneeeedd ttoo ddoo ttoo ttrraacckk iinntteerraaccttiioonnss tthhaatt hhaappppeenn wwiitthhiinn aa ppaaggee ooff yyoouurr wweebbssiittee,, lliikkee ddoowwnnllooaaddiinngg aa PPDDFF,, oorr cclliicckkiinngg ""ppllaayy"" aanndd
""ssttoopp"" oonn aann eemmbbeeddddeedd vviiddeeoo ppllaayyeerr??
Nothing. These interactions are automatically tracked by Google Analytics.
Have a developer implement Event Tracking code for each interaction you want to track.
Adjust your account settings to indicate which interactions should be tracked.
Use campaign link tagging to identify users who complete particular interactions on your site.
11.
AAdddd ccaammppaaiiggnn lliinnkk ttaaggss ttoo tthhee UURRLL hhttttpp::////wwwwww..mmyyssiittee..ccoomm//hhoommee ssoo tthhaatt ttrraa""cc ttoo tthhee lliinnkk wwoouulldd sshhooww iinn tthhee AAllll TTrraa""cc rreeppoorrtt aass ""ccoouuppoonn //
eemmaaiill"" aanndd iinn tthhee CCaammppaaiiggnnss rreeppoorrtt aass ""sspprriinnggssaallee"".. EEnntteerr tthhee ttaaggggeedd UURRLL hheerree..
http://www.mysite.com/home?utm_source=coupon&utm_medium=email&utm_campaign=springsale
12.
YYoouu oowwnn tthhrreeee ddii##eerreenntt wweebbssiitteess tthhaatt ooppeerraattee iinnddeeppeennddeennttllyy bbuutt aarree aallll aa ppaarrtt ooff tthhee ssaammee ccoommppaannyy.. WWhhiicchh ooff tthhee ffoolllloowwiinngg iiss tthhee bbeesstt
wwaayy ttoo sseett uupp yyoouurr GGooooggllee AAnnaallyyttiiccss aaccccoouunntt ffoorr tthheessee ssiitteess??
Create three different accounts, one for each website, so that no account settings overlap for the sites.
Create three different properties, one for each website, so that each site has its own unique tracking code.
Create three different views under the same property (one for each website) so that the data for all three sites is aggregated in your reports.
None of these options will work.
13.
WWhhiicchh ooff tthhee ppaaggeess bbeellooww wwoouulldd mmaattcchh aa ggooaall wwiitthh tthhee ffoolllloowwiinngg sseettttiinnggss:: DDeessttiinnaattiioonn bbeeggiinnss wwiitthh //oorrddeerrccoonn!!rrmmeedd
Check all that apply.
www.mystore.com/orderconfirmed.html
www.mystore.com/shirts/orderconfirmed.html
www.mystore.com/orderconfirmed/shirts.html
www.mystore.com/orderconfirmed.html?id=153
14.
WWhhiicchh ooff tthhee ffoolllloowwiinngg aarree rreeaassoonnss ttoo iimmpplleemmeenntt EEccoommmmeerrccee ttrraacckkiinngg iinn aaddddiittiioonn ttoo GGooaallss??
Check all that apply.
To see which campaigns lead to the sale of particular products
To monetize goals such as newsletter sign-ups
To track revenue generated by the website
To enable an online payment system
15.
AA uusseerr vviissiittss yyoouurr wweebbssiittee aanndd ssuubbssccrriibbeess ttoo yyoouurr nneewwsslleetttteerr,, wwhhiicchh yyoouu aarree ttrraacckkiinngg aass aa GGooaall.. TThhee uusseerr''ss ccoolllleeaagguuee tthheenn iimmmmeeddiiaatteellyy
ssuubbssccrriibbeess ttoo tthhee ssaammee nneewwsslleetttteerr uussiinngg tthhee ssaammee ccoommppuutteerr aanndd bbrroowwsseerr.. HHooww mmaannyy ccoonnvveerrssiioonnss wwiillll bbee rreeccoorrddeedd iinn GGooooggllee AAnnaallyyttiiccss??
0
1
2
16.
WWiitthhiinn aa 3300--ddaayy ppeerriioodd aa uusseerr vviissiittss yyoouurr wweebbssiittee !!rrsstt ffrroomm aa ssoocciiaall mmeeddiiaa aadd,, tthheenn ffrroomm aa bbaannnneerr aadd oonn aa nneewwss ssiittee,, aanndd tthheenn ffrroomm aa ppaaiidd
sseeaarrcchh aadd.. OOnn tthhee !!nnaall vviissiitt tthhee uusseerr ssuubbmmiittss aa ""CCoonnttaacctt"" ffoorrmm tthhaatt yyoouu ttrraacckk aass aa GGooaall ccoonnvveerrssiioonn.. WWhhiicchh ooff tthhee ffoolllloowwiinngg ssttaatteemmeennttss aarree
ttrruuee aabboouutt hhooww tthhee uusseerr''ss aaccttiivviittyy wwiillll bbee rreeppoorrtteedd??
Check all that apply.
The social media ad will get all the credit for the conversion because it was the first source that brought the user to your site.
The social media ad and the banner ad will be given credit in the Multi-Channel Funnels reports as "assisting interactions."
In the All Traffic report all three traffic sources will get credit for the conversion.
In the All Traffic report only the paid search ad will get credit for the conversion.
17.
YYoouu hhaavvee bbeeeenn aasskkeedd ttoo !!nndd ooppppoorrttuunniittiieess ttoo iinnccrreeaassee tthhee nnuummbbeerr ooff uusseerrss wwhhoo ccoommpplleettee tthhee tthhrreeee--sstteepp aaccccoouunntt ssiiggnn--uupp pprroocceessss oonn yyoouurr
ssiittee.. WWhhiicchh ooff tthhee ffoolllloowwiinngg aannaallyysseess wwoouulldd bbee mmoosstt uusseeffuull ffoorr yyoouurr iinnvveessttiiggaattiioonn??
Choose three.
18.
Google Analytics ! Privacy & Terms
Digital Analytics Fundamentals - - Assessment https://analyticsacademy.withgoogle.com/assessment?name=Fin
2 of 3 10/31/13 5:53 AM
Using the All Traffic 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 All Pages report to identify which pages have the most pageviews.
Using the Goal Flow report to identify which of the three steps has the highest drop-off rate.
WWhhiicchh ooff tthhee ffoolllloowwiinngg rreeppoorrttss aalllloowwss yyoouu ttoo iiddeennttiiffyy tthhee tteerrmmss vviissiittoorrss uussee ttoo ccoonndduucctt sseeaarrcchheess wwiitthhiinn yyoouurr ssiittee??
Check all that apply.
Keyword report
Site Search report
Matched Search Queries report
Search Engine Optimization report
19.
YYoouu wwaanntt ttoo ccrreeaattee aa rreeppoorrtt iinn GGooooggllee AAnnaallyyttiiccss tthhaatt sshhoowwss yyoouu tthhee VViissiittss aanndd EEccoommmmeerrccee CCoonnvveerrssiioonn RRaattee bbrrookkeenn oouutt bbyy bbootthh tthhee
ddiimmeennssiioonnss MMeeddiiuumm aanndd CCiittyy.. HHooww ccoouulldd yyoouu ccrreeaattee tthhiiss rreeppoorrtt??
Check all that apply.
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 All Traffic 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 "Visits" and "Ecommerce Conversion Rate."
You can find this data in the default Locations report without adjusting any settings.
It is not possible to create this report in Google Analytics.
20.
SSuubbmmiitt
Google Analytics ! Privacy & Terms
Digital Analytics Fundamentals - - Assessment https://analyticsacademy.withgoogle.com/assessment?name=Fin
3 of 3 10/31/13 5:53 AM