SECTION A

What feature can join offline business systems data with online data collected by Google Analytics? -
Data Import

What event type would you choose to track button clicks using an event trigger?- Click

What model represents the hierarchical structure of a GA - UA account?- Account > Property >
View.

If a webpage visitor clears the analytics cookies from the browser, what will occur?- Analytics will
set a new unique ID the next time a browser loads a tracked page.

How can Google Tag Manager help you manage your website?-

Simplify and speed up tag deployment

Manage different versions of tags

Specify when tags should fire

Increase website performance.

The tracking code in Google Analytics:

Connects data to your specific Google Analytics account

Sends data back to your Google Analytics account for reporting

Identifies new and returning users.

What criteria cannot be used to create a Custom Segment?- Ad Type

What does SERP stand for?- Search Engine Result Page.

What is the set of rules that determines how sales and conversions get credited based on
touchpoints in the conversion path?- Attribution Modelling.

Which of the following items search engines don't want?

keyword stuffing

buying links

poor user experience

All of the above

Which of the following statements is correct with regard to natural links?- They are voluntary in
nature.

What does term "Keyword Prominence" refer to?- It refers to the fact that the keywords placed in
important parts of a webpage are given priority by the search engines.

SECTION B
EXPLAIN WHAT ACQUISITION REPORTS ARE ABOUT IN GOOGLE ANALYTICS. WHAT DO YOU MEAN
BY BEHAVIOUR IN GOOGLE ANALYTICS?

Acquisition reports in Google Analytics provide insights into how users discover and interact with an
organization's website. These reports track the sources of website traffic, including search engines,
referral websites, and paid advertising campaigns. The acquisition reports help organizations
understand the effectiveness of their marketing efforts and where they should focus their efforts in
the future.

Behavior reports in Google Analytics provide insights into how users interact with a website,
including the pages they visit, how long they spend on the site, and the actions they take. These
reports help organizations understand user behavior and track website performance, including
engagement metrics such as bounce rate, exit rate, and pages per session. The behavior reports
provide valuable insights into user experience, helping organizations to identify areas for
improvement and optimize the website for better user engagement.

CONSIDER YOU HAVE BEEN HIRED AS A WEB ANALYTICS PROFESSIONAL IN AN ORGANIZATION,

WHAT STEPS WOULD YOU TAKE FOR DELIVERING END-TO-END IMPLEMENTATION OF ANALYTICS
IN THE COMPANY, CONSIDERING YOU HAVE TO IMPLEMENT GA FROM BASIC WITH TAG
MANAGER, IMPLEMENT TRACKING ACROSS BLOG WEBSITE, COMMUNITY WEBSITE AND THE
MAIN MARKETING WEBSITE FROM ONE SINGLE ACCOUNT, CREATE GOALS, FUNNELS, AND SHARE
THE REPORTS WITH THE STAKEHOLDERS.

 Understand the organization's business objectives and key performance indicators (KPIs) to
align analytics implementation with their goals.

 Set up Google Analytics (GA) and Google Tag Manager (GTM) accounts, and link them to the
organization's websites.

 Implement tracking codes on the Blog, Community, and Marketing websites using GTM.

 Create GA goals and funnels to track conversions and user behavior on the websites.

 Set up regular reporting and share it with stakeholders to provide insights on website
performance and user behavior.

 Continuously monitor and optimize analytics implementation to ensure data accuracy and
improve website performance.

 Train stakeholders on how to use GA and GTM to track their own specific goals and KPIs.
WHY DO WE NEED TO ANALYZE HEATMAPS FOR WEBSITE SUCCESS? DEFINE ALL THE
COMPONENTS OF HEATMAPS?

Heatmaps are visual representations of user behavior on a website, showing where users click,
hover, and scroll on a page. Analyzing heatmaps is important for website success because it helps
organizations understand user behavior and identify areas for improvement in website design and
user experience.

The following are the components of heatmaps:

 Click heatmaps: Show the clicks made by users on a page, including the number of clicks and
the locations where they occurred.

 Hover heatmaps: Show where users move their cursor on a page, providing insights into user
attention and engagement.

 Scroll heatmaps: Show the scrolling behavior of users on a page, including the areas that are
viewed and the areas that are not.

 Attention heatmaps: Combine click, hover, and scroll data to show the overall user attention
on a page.

 Conversion heatmaps: Show the locations on a page where users convert or complete a
desired action, such as making a purchase or filling out a form.

Each type of heatmap provides valuable insights into user behavior and can inform design and
optimization decisions to improve website success.

DEFINE BUYER PERSONA AND MENTION THE STEPS INVOLVED IN CREATING A BUYER PERSONA?

A buyer persona is a fictional representation of a target customer, based on data and research about
the customer demographics, behavior, motivations, and goals. A buyer persona helps organizations
understand their target customers and create more effective marketing and sales strategies.

Steps involved in creating a buyer persona are:

  Research: Gather data on your target customers through surveys, interviews, and customer
data analysis.

 Organize data: Organize the data collected into categories such as demographics, behavior,
motivations, and goals.

 Identify commonalities: Look for commonalities and patterns in the data to identify key
characteristics of your target customers.

 Create the persona: Use the data to create a detailed, fictional representation of your target
customer, including their background, goals, and behaviors.

 Validate the persona: Confirm the accuracy of the persona by talking to customers, testing
assumptions, and validating data.

 Refine the persona: Regularly review and update the persona as new data becomes available
to ensure it remains accurate and relevant.

By creating a detailed buyer persona, organizations can gain a deep understanding of their target
customers and create marketing and sales strategies that effectively meet their needs.

WHAT IS A DOMAIN AUTHORITY AND HOW IS IT CALCULATED?

Domain Authority (DA) is a metric developed by Moz that predicts how well a website will rank on
search engines. It is a relative score on a scale of 0 to 100, with higher scores indicating a higher
ability to rank.

Domain Authority is calculated based on various factors, including:

 Backlinks: The number and quality of links pointing to a website from other sites.

 Age of domain: The length of time the website has been active.

 Content quality: The relevance and quality of the content on the website.
  Technical SEO: The presence of technical SEO elements, such as mobile responsiveness and
page load speed.

 Social signals: The presence of social signals, such as social media shares and followers.

The exact algorithm used to calculate Domain Authority is not publicly disclosed by Moz, but it is
based on a combination of these factors. A website's Domain Authority is constantly evolving as its
backlink profile and other factors change. By tracking changes in Domain Authority over time,
organizations can monitor the effectiveness of their SEO strategies and make changes as needed.

WHAT ARE "CORE WEB VITALS" AND WHAT ARE THE DIFFERENT COMPONENTS OF CORE
WEB VITALS?

Core Web Vitals are a set of metrics defined by Google that measure the quality of user
experience on websites. These metrics focus on key aspects of user experience, including
loading speed, interactivity, and visual stability.

The components of Core Web Vitals are:

 Largest Contentful Paint (LCP): Measures loading performance, indicating how fast
the main content of a page loads for users.

 First Input Delay (FID): Measures interactivity, indicating how fast a page becomes
responsive to user interactions such as clicking a button or filling out a form.

 Cumulative Layout Shift (CLS): Measures visual stability, indicating how much
unexpected layout changes occur during loading and user interactions.

These metrics are designed to provide a comprehensive view of user experience and help
website owners understand how to improve the performance of their sites. Improving Core
Web Vitals can lead to a better user experience, higher search engine rankings, and
increased conversion rates.

DEFINE CLICKSTREAM ANALYTICS. WHAT PURPOSE DOES CLICKSTREAM ANALYTICS SERVE?

Clickstream Analytics is the analysis of data that represents a user's journey through a
website or digital platform, from clicking a link to navigating through different pages and
interacting with different elements. Clickstream data includes information about the pages a
user visits, the order of those visits, the time spent on each page, and the actions taken on
each page, such as clicking a button or filling out a form.

The purpose of clickstream analytics is to help organizations understand how users interact
with their digital properties, including websites and mobile apps. This information can then
be used to optimize the user experience and improve the overall performance of the digital
property. By analyzing clickstream data, organizations can identify areas of the user
experience that need improvement, such as slow loading times or confusing navigation, and
make changes to improve the user experience. This can lead to higher engagement,
increased conversions, and improved customer satisfaction.

NAME ANY THREE GOOGLE ALGORITHMS THAT HELP DETERMINE WHERE SITES RANK ON THE
SEARCH RESULTS PAGE. ALSO, MENTION THE JOB OF EACH ALGORITHM.
PageRank: This algorithm was developed by Google co-founder Larry Page and is the
foundation of the search engine's ranking system. PageRank uses backlinks to determine the
importance of a page and assigns a score to each page based on the number and quality of
links pointing to it. Pages with a high PageRank score are considered more authoritative and
relevant and are therefore ranked higher in search results.

Hummingbird: This algorithm was introduced in 2013 to improve search accuracy and
provide more relevant results for complex queries. Hummingbird uses natural language
processing to understand the intent behind a search query and returns results based on the
meaning of the query rather than just matching keywords.

RankBrain: This is an artificial intelligence system that was introduced in 2015 to help
Google better understand the meaning of search queries. RankBrain uses machine learning
to understand the context and meaning behind search queries and uses this information to
provide more relevant results.

These algorithms work together to determine where sites rank on the search results page,
based on the relevance and authority of the content, the relevance of the search query, and
other factors. The algorithms are constantly evolving and being updated, so websites need
to continuously improve their content and user experience to maintain or improve their
search engine ranking.

EXPLAIN PROPERTY, VIEWS, ACCOUNTS AND GOALS IN GOOGLE ANALYTICS?

1. Property: A property in Google Analytics is a website, mobile app, or other digital
asset that you want to track and analyze. Each property is associated with a unique
tracking code that is installed on the digital asset to collect data.
 2. Views: A view in Google Analytics is a set of configuration settings that determine
which data is collected and processed for a specific property. Each property can have
multiple views, allowing you to create different configurations for different purposes,
such as creating separate views for different departments or stakeholders.

3. Accounts: An account in Google Analytics is a collection of properties and views that

can be managed by a single user or organization. An account can contain multiple
properties and views, and users can be assigned different roles and permissions for
each account.

4. Goals: A goal in Google Analytics is a way to track and measure specific actions that
you consider important for your website or app. For example, you can create a goal
to track the number of users who complete a purchase on your e-commerce site or
the number of users who sign up for your newsletter. Goals help you measure the
success of your digital properties and make data-driven decisions to improve their
performance.

WHAT DO UTM PARAMETERS HELP YOU IDENTIFY? NAME THE 5 UTM PARAMETERS.
UTM (Urchin Tracking Module) parameters are tags that are added to the end of a URL to
help track the source and behavior of website traffic. They help you identify which
campaigns, websites, or social media posts are driving traffic to your site and how that
traffic is interacting with your site.

The 5 UTM parameters are:

1. utm_source: Identifies the source of the traffic, such as Google, Facebook, or a

specific website.

2. utm_medium: Identifies the medium through which the traffic was generated, such
as email, display ads, or social media.

3. utm_campaign: Identifies the specific campaign that generated the traffic, such as a
specific email blast or advertising campaign.

4. utm_term: Identifies the keywords used in a paid search campaign.

5. utm_content: Identifies different versions of a creative or call-to-action in an

advertising campaign.
By using UTM parameters, you can see detailed data in Google Analytics about the
performance of your marketing campaigns and make data-driven decisions to optimize your
marketing efforts.

SECTION C

EXPLAIN THE STEPS TO INSTALL GOOGLE TAG MANAGER. DEFINE TAGS AND TRIGGERS IN GTM.
WHAT ARE THE BENEFITS OF USING GOOGLE TAG MANAGER?

Steps to install Google Tag Manager:

Create a Google Tag Manager account: Go to tagmanager.google.com and sign up for an

account.

Set up a container: A container is a set of tags and rules that determine when and how tags
are fired on your website. Set up a container for your website by providing information
about your website and selecting the type of container you need.

Install the Google Tag Manager tag: After you have set up your container, you will be
provided with a Google Tag Manager tag that you need to install on your website. The tag is
a piece of JavaScript code that you add to the <head> section of your website's HTML code.

Verify installation: Once the tag is installed on your website, log in to your Google Tag
Manager account and verify that your container is receiving data from your website.

Tags and Triggers in GTM:

Tags: A tag in Google Tag Manager is a piece of code that you want to fire on your website.
For example, you might want to fire a Google Analytics tracking code or a conversion
tracking pixel from Facebook Ads.

Triggers: A trigger in Google Tag Manager determines when a tag should fire. For example,
you might set up a trigger to fire a tag when a user submits a form on your website or when
a user clicks on a specific link.

Benefits of using Google Tag Manager:

Simplifies tag management: With Google Tag Manager, you can manage all of your website's
tags from a single interface, without having to make changes to the website's code each
time you want to add or remove a tag.

Improves website performance: By using Google Tag Manager, you can optimize the way
tags are fired on your website, reducing the impact that tags have on your website's
performance.

Streamlines collaboration: Google Tag Manager makes it easy for different departments and
stakeholders to work together, by allowing multiple users to access the same account and
set up tags and triggers.

Provides insights: Google Tag Manager provides insights into how your website's tags are
performing, allowing you to make data-driven decisions to optimize your marketing efforts.

WHAT DO YOU UNDERSTAND BY SERVER LOGS? WHAT LEVEL OF USER DETAILS WE CAN CAPTURE
IN GOOGLE ANALYTICS? EXPLAIN WHY VISITOR ID CAN HELP DRIVE USER PERSONALIZATION AND
HOW CAN WE DEFINE A LOGIC TO CAPTURE VISITOR INFORMATION FROM ANALYTICS TO
AUTOMATION TOOLS.

Server logs: Server logs are records of all the activity that takes place on a server. They
include information such as the date and time of the request, the IP address of the
requestor, the type of request, the status of the request, and the response time.

User details captured in Google Analytics: Google Analytics can capture a range of user
details such as demographics, interests, geographic location, technology used, and behavior
on the website such as page views, bounce rate, and conversion rate.

Visitor ID: A visitor ID is a unique identifier assigned to each individual visitor to a website.
This ID can help drive user personalization by allowing the website to recognize and track
the behavior of the same user across multiple visits.

Logic to capture visitor information: The logic to capture visitor information from analytics
to automation tools can be defined by integrating the visitor ID with the automation tool's
tracking code. This integration would allow the automation tool to access the visitor's
behavior data from Google Analytics and use it to personalize the experience for the visitor.

In conclusion, server logs and Google Analytics provide valuable insights into user behavior
and preferences. By capturing visitor information and using it to drive personalization,
websites can provide a better user experience and increase engagement and conversions.
YOU ARE HIRED IN AN ORGANIZATION TO BUILD A CUSTOMER 360 MODEL PROVIDING A
COMPLETE CUSTOMER JOURNEY. YOU NEED TO PROVIDE A SOLUTION CAPABILITY AND
ARCHITECTURAL FRAMEWORK FOR DATA INTEGRATIONS AND DATA ANALYSIS. SUGGEST ALL
THAT YOU WILL TAKE TO PROVIDE A COMPLETE USER JOURNEY BY COLLABORATING WITH
MULTIPLE TEAMS AND BUILDING INTEGRATION SOLUTIONS, ALSO CHECKING WHETHER THE
VISITORS ARE EXISTING CUSTOMERS OR PROSPECTS.

To build a customer 360 model and provide a complete customer journey, I would take the
following steps:

 Collaborate with multiple teams: Work with cross-functional teams such as

marketing, sales, and customer service to gather data and information about the
customer journey.

 Define data sources: Identify and prioritize the data sources required to build the
customer 360 model such as web analytics, CRM, customer service logs, social
media, etc.

 Data integration: Design and implement data integration solutions to gather data
from various sources into a centralized repository.

 Data quality: Ensure the quality of the data by implementing data validation and
cleaning processes.

 Data analysis: Analyze the data to understand customer behavior, preferences, and
pain points. Use data visualization tools to present the insights.

 Customer identification: Implement a customer identification solution to determine

whether the visitor is an existing customer or a prospect.

 Customer segmentation: Segment the customers based on their behavior,

preferences, and other attributes.

 Journey mapping: Map the customer journey to understand the touchpoints,

interactions, and pain points.

 Personalization: Implement personalization solutions to provide a customized

experience to each customer.
  Continuous improvement: Monitor and evaluate the customer 360 model and make
improvements based on feedback and results.

These steps would provide a comprehensive solution for building a customer 360 model and
provide a complete customer journey.

WHAT ARE THE PAID AND ORGANIC SEARCH RESULTS? WHAT IS THE DIFFERENCE BETWEEN PR
(PAGE RANK), DA (DOMAIN AUTHORITY) AND SERP (SEARCH ENGINE RESULT PAGE)?

Paid and Organic Search Results: Paid search results are the results that appear at the top or
bottom of a search engine results page (SERP) and are displayed as sponsored ads. Organic
search results are the results that appear based on the relevance of the website content to
the search query and are not paid for.

PR (Page Rank), DA (Domain Authority), and SERP:

Page Rank (PR) is an algorithm developed by Google that measures the importance of a web
page. It ranges from 0 to 10 and is based on the number and quality of links pointing to the
page.
Domain Authority (DA) is a metric developed by Moz that measures the overall strength of a
website's domain. It ranges from 0 to 100 and is based on various factors such as backlinks,
age, and content quality.
Search Engine Result Page (SERP) is the list of web pages that are returned by a search
engine in response to a search query. The results can be a mix of both paid and organic
search results.
In conclusion, PR, DA, and SERP are different metrics that are used to measure the
performance and visibility of a website in search engine results. Page Rank measures the
importance of a single page, while Domain Authority measures the strength of a website's
domain. SERP refers to the search engine results page.