Brainscape's Knowledge GenomeTM

Browse over 1 million classes created by top students, professors, publishers, and experts.


See full index

DMI PRO AMA - Certified Digital Marketing Professional > DM Notes Module 9 - Analytics with Google Analytics > Flashcards

DM Notes Module 9 - Analytics with Google Analytics Flashcards

1
Q

What is web analytics?

A

Web analytics involves the collection, measurement, and analysis of website data.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
2
Q

What can web analytics tools provide information about?

A

Web analytics tools can provide information about the origin of website traffic, user navigation and interaction, engaged content, and exit patterns.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
3
Q

How does web analytics add value to marketers?

A

Web analytics helps marketers make data-led decisions, report performance, deduce insights, understand customers, reveal conversion challenges, and learn consumer preferences.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
4
Q

What is the purpose of web analytics?

A

The purpose of web analytics is to collect, measure, and analyze website data to optimize performance and achieve commercial outcomes.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
5
Q

What can marketers do with web analytics data?

A

Marketers can use web analytics data to optimize channel and website performance, report to stakeholders, gain insights, and enhance business performance.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
6
Q

What does web analytics help marketers understand?

A

Web analytics helps marketers understand their customers’ demographics, location, interests, and behavior on the website.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
7
Q

What is the significance of data-led decisions?

A

Data-led decisions allow marketers to improve performance based on recorded data and rational thought, providing an effective approach to optimization.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
8
Q

What are some examples of free web analytics tools?

A

Some examples of free web analytics tools include Google Analytics and Matomo.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
9
Q

What are some examples of paid web analytics tools?

A

Some examples of paid web analytics tools include Adobe Analytics and IBM Digital Analytics.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
10
Q

How can marketers utilize web analytics software?

A

Marketers can measure and act on data trends observed using web analytics software to recreate scenarios leading to commercial outcomes.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
11
Q

What can web analytics reveal about consumer interactions on a website?

A

Web analytics can provide insights into how consumers interact on a website, helping improve user experience and optimize channels.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
12
Q

What types of reports can be generated in Google Analytics?

A

Google Analytics can generate reports on real-time data, intelligence events, custom reports, annotations, segments, tracking effectiveness, user behavior, advertising performance, and conversions.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
13
Q

How does Google Analytics 4 (GA4) differ from previous versions?

A

GA4 introduces a new framework, runs in parallel with existing Google Analytics, allows linking to other tools, and provides reports on analytics, life cycle, user behavior, and advertising.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
14
Q

What is the purpose of Custom Events in GA4?

A

Custom Events in GA4 allow tracking and analyzing specific user interactions that are not captured by default events, providing more detailed insights.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
15
Q

How can marketers access the DMI Pro Practice Exam?

A

Marketers can access the DMI Pro Practice Exam by following the provided instructions.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
16
Q

What is the value of practicing with the DMI Pro Practice Exam?

A

Practicing with the DMI Pro Practice Exam helps prepare for exams and improve overall understanding of Google Analytics.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
17
Q

Why should marketers ‘trust but verify’ when making data-led decisions?

A

Marketers should ‘trust but verify’ to ensure the accuracy and reliability of the data-driven decisions they make.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
18
Q

What is the role of annotations in Google Analytics?

A

Annotations in Google Analytics allow marketers to add notes or comments to specific dates or periods, providing context for data analysis.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
19
Q

What are secondary dimensions in Google Analytics?

A

Secondary dimensions in Google Analytics allow marketers to further analyze report data by adding a secondary dimension to the primary dimension selected.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
20
Q

How can marketers export and schedule reports in Google Analytics?

A

Marketers can export and schedule reports in Google Analytics to automate data sharing and ensure regular delivery of insights.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
21
Q

What are conversion metrics?

A

Conversion metrics are an extension of standard visitor metrics that focus on valuable actions users can take on a website.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
22
Q

What types of actions do conversion metrics measure?

A

Conversion metrics measure actions that impact commercial performance, such as revenue totals and conversion rates.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
23
Q

Where can common conversion metrics be viewed in Google Analytics?

A

Common conversion metrics can be viewed in the Traffic reports of Google Analytics.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
24
Q

What is meant by ‘goals’ in conversion metrics?

A

Goals refer to the number of valuable actions taken on a site, including sales, leads, or downloads.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
25
Q

What does ‘conversion rate’ represent in conversion metrics?

A

Conversion rate is the percentage of visitors who complete a goal.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
26
Q

How is ‘transactions’ defined in conversion metrics?

A

Transactions represent the number of individual sales or shopping basket items sold on an ecommerce website.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
27
Q

What does ‘revenue’ refer to in conversion metrics?

A

Revenue refers to the monetary value of ecommerce sales.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
28
Q

How can the value of campaigns from different digital marketing channels be determined using conversion metrics?

A

The value of campaigns can be determined through the number of goals and transactions, conversion rates, and cost per conversion.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
29
Q

What data protection considerations are associated with web analytics?

A

Web analytics, due to regulations like GDPR, require explicit consent for tracking personally identifiable information (PII).

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
30
Q

What is the purpose of obtaining consent in web analytics?

A

Consent is required to collect and analyze cookie data, and to share website visitor data with third parties for personalization.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
31
Q

What is the potential risk of mismanaging personally identifiable information (PII) in web analytics?

A

Mismanaging PII can lead to a data breach and improper use of personal information.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
32
Q

What should a company have in place to correctly manage analytics data?

A

A company should have a clear policy or guidelines detailing the proper use and management of analytics data.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
33
Q

What should be included in a company’s analytics data policy?

A

The policy should include explicit opt-in visitor consent, tracking of user visits, collection of anonymous cookie data, and sharing with third parties for personalization of ads.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
34
Q

What is the main source program for web analytics used in this course?

A

The main source program for web analytics in this course is Google Analytics (GA).

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
35
Q

Where can Google Analytics be accessed?

A

Google Analytics can be accessed through websites like google.com/analytics/ and analytics.google.com.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
36
Q

What is required to sign up for Google Analytics?

A

To sign up for Google Analytics, you need an email attached to a Google account, such as a Gmail profile or Google Ads login.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
37
Q

What information is needed when setting up a Google Analytics account?

A

When setting up a Google Analytics account, you need to provide account information, domain name, time zone, and other settings.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
38
Q

What is the significance of adding domain name and time zone during Google Analytics account setup?

A

Adding domain name and time zone helps configure the analytics settings for the specific website and location.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
39
Q

What information can you view with the Demographics Report?

A

You can view information such as age and gender of your website visitors.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
40
Q

What does the Interests Report allow you to view?

A

The Interests Report allows you to view information about user interests.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
41
Q

What are the different interest categories mentioned in the Interests Report?

A

The different interest categories include affinity categories and in-market segments.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
42
Q

How can you target valuable visitor groups using the Interests Report?

A

You can target valuable visitor groups by using interest categories from the Google Display Network, Search ads, or other channels.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
43
Q

What information does the Geo Report provide?

A

The Geo Report provides information about the language and location of your website visitors.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
44
Q

How can you enhance your media targeting using the Geo Report?

A

You can use the data from the Geo Report to enhance your media targeting and find clusters of high-value customers in different locations.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
45
Q

What does the Audience Behavior Report show?

A

The Audience Behavior Report shows behavioral information about your users.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
46
Q

What kind of behavioral information can you find in the Audience Behavior Report?

A

You can find information on new versus returning users, frequency of user visits, engagement levels, session quality, and conversion probability.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
47
Q

What is the important distinction to note regarding the Audience Behavior Report and the Behavior Reporting tab?

A

The Audience Behavior Report and the Behavior Reporting tab are different reports with different metrics.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
48
Q

What does the Technology Report provide information about?

A

The Technology Report provides information about the browsers, networks, and operating systems used by your audience.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
49
Q

How can the Technology Report be useful for website troubleshooting?

A

The Technology Report can help troubleshoot compatibility issues with certain browsers.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
50
Q

What does the Mobile Report allow you to view?

A

The Mobile Report allows you to view traffic and conversion data from mobile and desktop users, as well as the devices being used.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
51
Q

Why is the Mobile Report important for understanding user behavior?

A

The Mobile Report helps understand how people search, browse, and buy or convert on your site on different devices.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
52
Q

What does the Cross Device Report aim to show?

A

The Cross Device Report aims to show the overlap between mobile, desktop, and tablet devices in driving traffic and activity on your site.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
53
Q

What are the four main reports in the Cross Device area?

A

The four main reports in the Cross Device area are Device Overlap, Device Paths, Cross Device Channels, and Acquisition Device.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
54
Q

What is the purpose of Google Analytics URL Builder?

A

The purpose of Google Analytics URL Builder is to track social media and non-Google integrated activity in Google Analytics.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
55
Q

How can businesses track social media and non-Google integrated activity in Google Analytics?

A

Businesses can use Google Analytics URL Builder to track social media and non-Google integrated activity.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
56
Q

What information is required to create and integrate URLs with Google Analytics URL Builder?

A

The required information includes website landing page URL, campaign source, channel, medium, and campaign name.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
57
Q

What does the campaign name in Google Analytics URL Builder represent?

A

The campaign name represents a combination of source, medium, and description of an organic post or paid-ad targets.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
58
Q

How can you generate a new URL for each social media channel and post you want to track?

A

You need to generate a new URL for each channel and post by using Google Analytics URL Builder.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
59
Q

What should you do after generating a URL using Google Analytics URL Builder?

A

You should go to your social media platform and create a post by pasting in the generated URL.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
60
Q

How can you view your URL details in Google Analytics after publishing a post?

A

You can click on the published post to view the URL details in your browser’s search bar.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
61
Q

What insights can you gain from the Google Ads Report in Google Analytics?

A

You can gain insights on traffic, impressions, click costs, and other performance metrics from Google Ads.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
62
Q

How can you identify high-performing campaigns and keywords using Google Analytics integrated with Google Ads?

A

By integrating Google Analytics with Google Ads, you can identify high-performing campaigns, ad groups, keywords, goal completions, or ecommerce transactions.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
63
Q

What information can you view in the Google Ads Search Query Report?

A

You can view information on matched search queries, ad positioning, and peak traffic hours for conversions.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
64
Q

Which marketing options in Google Ads can be directly viewed in Google Analytics?

A

Google Ads performance data for Search, Shopping, and Video campaigns can be viewed directly in Google Analytics.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
65
Q

How can you optimize and benchmark different channels in Google Ads using Google Analytics?

A

You can optimize and benchmark all Google Ads channels against each other in terms of their specific metrics within Google Analytics.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
66
Q

What should you do when you find high-performing campaigns and channels?

A

You should increase budgets and bids for these campaigns or channels in Google Ads to drive more traffic and conversions.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
67
Q

How can you allocate budgets to high-performing campaigns based on peak times and search queries?

A

By identifying high-transaction, high-revenue, or high lead-generating times and search queries in Google Analytics, you can increase budgets and bids during those times using ad schedules.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
68
Q

What strategy can you use in Google Ads to allocate more budget for high-performing campaigns or channels?

A

You can increase the daily spend, keyword bids, or percentage bid modifiers during peak times using ad schedules.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
69
Q

How can you decrease spending on low-performing campaigns in Google Ads?

A

You can decrease the amount you spend on low-performing campaigns by adjusting budgets and bids in Google Ads.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
70
Q

What can you do with the Demo Account in Google Analytics?

A

You can explore and get familiar with the Google Analytics tool.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
71
Q

What reports can you access in the Demo Account of Google Analytics?

A

You can access Real-time, Audience, Acquisition, Behavior, and Conversions reports.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
72
Q

What can you experiment with in the Demo Account of Google Analytics?

A

You can experiment with setting date ranges and exporting reports.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
73
Q

What are valuable actions that can be measured using analytics tools?

A

Valuable actions include making a purchase or filling in a form that becomes a lead.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
74
Q

How can valuable actions be tracked in Google Analytics?

A

Valuable actions can be tracked as goals in programs like Google Analytics.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
75
Q

What can goals in Google Analytics be attributed to?

A

Goals can be attributed to channels, countries, ads, or other dimensions.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
76
Q

What is a goal within analytics?

A

A defined conversion that allows you to measure the desired actions on your site.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
77
Q

What are some common goals that can be set up in Google Analytics?

A

Common goals include purchase, inquiry form completion, brochure request, newsletter sign-up, file download, and increased session duration.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
78
Q

Why is it important for marketers to measure goals?

A

Measuring goals helps determine the success of campaigns and resource allocation.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
79
Q

What can measuring goals in Google Analytics help marketers understand?

A

It helps understand what channels, campaigns, and content work to drive goals.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
80
Q

How can goals be set up in Google Analytics?

A

Goals can be set up on a ‘View’ level by navigating to the Admin tab and finding the Goal set-up area.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
81
Q

What are the predefined goal templates in Google Analytics?

A

The predefined goal templates are Revenue, Acquisition, Inquiry, and Engagement.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
82
Q

What types of goals does the predefined template ‘Revenue’ track?

A

It tracks goals like ‘reservations made’ or ‘tickets purchased’.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
83
Q

What types of goals does the predefined template ‘Acquisition’ track?

A

It tracks account creation goals.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
84
Q

What types of goals does the predefined template ‘Inquiry’ track?

A

It tracks goals like ‘reading reviews’.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
85
Q

What types of goals does the predefined template ‘Engagement’ track?

A

It tracks goals like adding to favorites, playing media, sharing content, and contributing to content.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
86
Q

What conditions can be chosen to measure goals in Google Analytics?

A

The conditions include URL Destination, Time on Site, Pages/Screens per Session, Event, and Smart Goals.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
87
Q

What are some examples of analytics packages available?

A

Google Analytics, Google Analytics 360, Adobe Analytics, Woopra Analytics, Kissmetrics, Webtrends, Piwik

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
88
Q

What is the market leader in analytics programs?

A

The free version of Google Analytics, or GA

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
89
Q

What additional functionality does Google Analytics 360 offer?

A

Report validity and larger sample sizes

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
90
Q

What is the main difference between Google Analytics and Google Analytics 360?

A

Google Analytics 360 is for websites with over 10 million page views per month

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
91
Q

Why is Google Analytics considered the single source of truth for website data?

A

Due to its functionality and widespread adoption in the market

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
92
Q

How can data be collected from mobile apps using Google Analytics?

A

By implementing and configuring additional code using Google Analytics SDK

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
93
Q

What is the task related to mobile app tracking that marketers generally don’t do themselves?

A

Implementing and configuring additional code to track mobile app data

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
94
Q

What benefits does using analytics provide for digital marketing efforts?

A

Informed, data-led decisions, effective campaigns, and better commercial performance

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
95
Q

What are some benefits of using the standard, free version of Google Analytics?

A

Free, easy to implement and install, user-friendly interface, customizable reports and dashboards, seamless integration with other Google products, offers valuable insights into web behavior

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
96
Q

What are dimensions and metrics in analytics reporting?

A

Dimensions describe data, metrics measure data

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
97
Q

What are some common dimensions within Google Analytics?

A

Channel name, month, country, device

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
98
Q

What are some common engagement metrics within Google Analytics?

A

Sessions, users, percentage new sessions, page views, pages per session, average session duration

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
99
Q

How can we better understand the effectiveness of different devices in driving visits and conversions?

A

By segmenting visitor metrics by device category dimension

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
100
Q

What is the purpose of segmenting metrics using dimensions in Google Analytics?

A

To get a complete picture and understand the effectiveness and scale of each device

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
101
Q

How can we forecast using trends and patterns in customer behavior with analytics?

A

By gaining insights from real customer activity

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
102
Q

What is the importance of tracking user behavior online?

A

To make informed, data-led decisions for effective digital marketing campaigns

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
103
Q

What does the E-commerce Report in Google Analytics allow you to view?

A

Ecommerce overview information, shopping behavior, checkout behavior, product performance, sales performance, and product list performance.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
104
Q

What is needed to link website transactions to Google Analytics in the E-commerce Report?

A

Specialist coding.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
105
Q

What are some out-of-the-box ecommerce solutions that have a user-friendly way of linking to Google Analytics?

A

WooCommerce, Magento, and Shopify.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
106
Q

What should you do if you have built your own ecommerce engine and want to implement ecommerce tracking?

A

Have your developer add specialist ecommerce code.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
107
Q

What can you track using the E-commerce Report in Google Analytics?

A

Revenue online and its attribution to channels, transaction and product types, time it takes to purchase a product, transactions, sales, and product performance.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
108
Q

What can enhanced ecommerce settings applied to ecommerce stores assess?

A

Other detailed ecommerce metrics, like discounts.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
109
Q

What can you determine by diving further into the traffic sources in the E-commerce Report?

A

Channels that efficiently drive the most sales, channels that are less effective, and poorer performing channels.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
110
Q

Where can you find revenue and transaction data once ecommerce is set up on your site?

A

In most Google Analytics reports.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
111
Q

What can you check in the channels reports in relation to revenue value?

A

How much revenue was driven by each channel.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
112
Q

What metrics can you see in the page and content reports in relation to revenue?

A

Revenue per page, estimating how much revenue could be attributed to a page based on its appearance in the conversion journey.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
113
Q

Which reports fall into the Conversions reporting area in Google Analytics?

A

Goals, E-commerce, and Multi-Channel Funnels.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
114
Q

What is the purpose of the Multi-Channel Funnels Report?

A

To help understand the complex nature of a digital marketing conversion or purchase journey across channels.

115
Q

What does the Multi-Channel Funnels Report assign a value to?

A

Each channel that played a role in completing a goal or transaction.

116
Q

Why is it important to understand the value of each channel in the decision-making process?

A

To optimize that channel for success.

117
Q

What are the two types of channels in the Multi-Channel Funnels Report?

A

Closing channels and assisting channels.

118
Q

What are some examples of closing channels in the Multi-Channel Funnels Report?

A

PPC, SEO, direct email, or remarketing.

119
Q

What is the purpose of measuring Time on Site or Session Duration as a goal?

A

The goal is to measure how long a visitor spends on your site.

120
Q

How is Sessions per Visit or Pages per Session measured as a goal?

A

The goal is measured by how many pages each visitor sees before they leave your site.

121
Q

What does the goal type ‘Event’ measure?

A

The goal is measured by on-page interactions on your website.

122
Q

How can video plays be tracked as an event?

A

Video plays can be tracked by installing event-tracking code in the video play button.

123
Q

How can calls be tracked on mobile devices as an event?

A

Calls can be tracked when someone clicks the number on the page and calls directly from the phone.

124
Q

What are the three steps to set up a custom goal?

A
  1. Add a goal name, 2. Select a goal type, 3. Add the goal conditions
125
Q

When should custom goals be used instead of goal templates?

A

When it’s faster, easier, and more useful for your marketing activity.

126
Q

What is the purpose of creating a URL Destination goal in Google Analytics?

A

To track ‘thank-you’ pages or purchase complete pages.

127
Q

What is tracked when setting up a URL Destination goal?

A

The number of times ‘thank-you’ pages are shown, indicating valuable actions like downloads or purchases.

128
Q

What information is needed to create a URL Destination goal?

A

Enter the screen name of the page you want to track (URL directory name details) without the full URL.

129
Q

How can the success and ROI of a channel or campaign be measured using ‘thank-you’ pages?

A

By counting the times the ‘thank-you’ pages are displayed for attributed success and/or ROI measurement.

130
Q

What value can be assigned to a goal if there is only one price?

A

The price of the goal can be assigned as a value, e.g., for estimating revenue.

131
Q

What does the Session Duration goal measure?

A

The goal measures how long people engage with specific content on the site or sessions exceeding a certain duration.

132
Q

In what situation might a Session Duration goal be useful?

A

When user engagement with a site is important, such as for specific blog views.

133
Q

What indicates a significant level of engagement for a Session Duration goal of a blog view in Google Analytics?

A

Visits to the blog of five minutes or over.

134
Q

Why is it important to specify the correct homepage?

A

It drives better reporting and helps organize visitor data.

135
Q

How can you exclude dynamic URLs from being tracked as separate pages?

A

Exclude the URL query parameters that come after the question mark.

136
Q

What is the default session timeout length in Google Analytics?

A

The default session timeout length is 30 minutes.

137
Q

How can you define a longer session length in Google Analytics?

A

You can change the session timeout setting in the Google Analytics settings.

138
Q

What is the purpose of a ‘View’ within Google Analytics?

A

A ‘View’ helps organize visitor data and provides insights about a website.

139
Q

How can filters enhance reporting accuracy in Google Analytics?

A

Filters can classify visitors, segment traffic, and remove unwanted traffic.

140
Q

Name some commonly used filters in Google Analytics.

A

Some commonly used filters include IP addresses, email campaigns, country, social traffic, PPC traffic, and search traffic.

141
Q

What are the steps to add a new view in Google Analytics?

A
  1. Click on the Admin cog, 2. Choose ‘Create New View’, 3. Enter view details and modify settings, 4. Set goals and filters.
142
Q

How can you add a filter to segment traffic in Google Analytics?

A

Go to the Filter section, choose ‘Add Filter’, and create a new filter based on a view.

143
Q

What are the two types of filters in Google Analytics?

A

The two types of filters are Predefined and Custom filters.

144
Q

When should you choose a Predefined Filter in Google Analytics?

A

Choose a Predefined Filter for standard filtering, like excluding IP addresses or including only specific parts of your site.

145
Q

When should you choose a Custom Filter in Google Analytics?

A

Choose a Custom Filter for more advanced filtering that may require a working knowledge of Regex.

146
Q

Is it possible to apply multiple filters to a view in Google Analytics?

A

Yes, it is possible to apply multiple filters to a view.

147
Q

Where can you apply filters in Google Analytics?

A

Filters can be set at an Account, Property, or View level in the Admin area.

148
Q

What is the Referrals Report in Google Analytics used for?

A

To identify high-value links for SEO and driving quality traffic or conversions.

149
Q

What factors influence traffic from referring websites?

A

The quality of the site linking to your site and the relevance of its content to what you offer.

150
Q

What information can be viewed in the Social Report in Google Analytics?

A

Information about sources of social media interaction, social media conversions, and social plugins.

151
Q

Which social platforms are natively linked to Google Analytics?

A

None (Facebook, Instagram, Twitter, and LinkedIn are not natively linked).

152
Q

What is the Campaigns Report used for in Google Analytics?

A

To track non-Google traffic and report on other digital marketing campaigns within Analytics.

153
Q

What information does the Campaigns Report in Google Analytics show?

A

Traffic sources and onsite engagement, but not cost data, impressions, CPCs, or other performance metrics.

154
Q

What is the Search Console Report used for in Google Analytics?

A

To get information on organic search and SEO performance.

155
Q

What must be done before using the Search Console Report in Google Analytics?

A

Link your Google Analytics account to your website’s Google Search Console account.

156
Q

What type of information can be viewed in the Search Console Report?

A

SEO information on landing pages, countries, devices, and some search queries used in Google searches.

157
Q

What is the URL Builder used for in Google Analytics?

A

To add UTM URL parameters to your campaigns for tracking non-Google channels.

158
Q

What tool is used to add UTM URL parameters to campaigns in Google Analytics?

A

The Campaign URL Builder.

159
Q

What attributes of the URL can be configured using the URL Builder?

A

Source, medium, content, and term.

160
Q

What happens when the URL string generated by the URL Builder is added to campaign URLs?

A

The source medium, campaign name, and ad name are pushed into Google Analytics.

161
Q

How can you identify new sources of traffic from campaigns using the URL Builder?

A

By tagging campaigns with the URL Builder and checking the Campaigns Report in Google Analytics.

162
Q

What is the importance of using a consistent naming convention for campaigns?

A

To easily analyze performance across multiple campaigns.

163
Q

What can the Acquisition reporting area in Google Analytics help you find out?

A

How your website visitors reached your site.

164
Q

What are Secondary Dimensions used for in Google Analytics?

A

Secondary Dimensions are additional fields that can be added to reports for deeper insights into data and trends.

165
Q

How are Custom Segments different from view filters?

A

Custom Segments are temporary filters used to cut up data for deeper understanding, while view filters are constantly active in segmenting data.

166
Q

How can Custom Segments be used in conjunction with Google Ads?

A

Custom Segments can be used with Google Ads to help make informed decisions about optimization.

167
Q

What is the purpose of exporting and scheduling reports in Google Analytics?

A

Exporting and scheduling reports allows for further analysis and sharing of data outside of the Google Analytics platform.

168
Q

What is the recommended tool for analysis and data manipulation by most marketers?

A

Most marketers use Excel or another spreadsheet tool for analysis and data manipulation.

169
Q

How can you create a custom report in Google Analytics?

A

In the Customization area, select Custom Reports, click Add New Custom Report, name the report, choose the report type, select dimensions and metrics, add filters and views if required, and click Save.

170
Q

What is the purpose of adding an annotation in Google Analytics?

A

Annotations are used to add notes and comments to analyze and document specific dates or events in the data.

171
Q

How can you add a segment in Google Analytics?

A

In the Acquisition area, go to All Traffic, then Channels, click the Add Segment button, click the Add New Segment button, choose how to segment users, and click Save.

172
Q

What are the best practices for effective tracking in Google Analytics?

A

Best practices for effective tracking include applying the analytics tracking code to every page, customizing it to cover all relevant domains, implementing different Views, excluding visits from inside the company, and having an unfiltered view for reference purposes.

173
Q

Why shouldn’t visits from inside the company or partners be tracked in Google Analytics?

A

Tracking internal company or partner visits can skew traffic and conversion numbers.

174
Q

What is the purpose of having an unfiltered view in Google Analytics?

A

Having an unfiltered view allows for a baseline reference to report against without any filters applied.

175
Q

What is the recommendation for defining KPIs in Google Analytics?

A

It is recommended to define Key Performance Indicators (KPIs) to track specific metrics and goals in Google Analytics.

176
Q

What is the purpose of the Page Timings Report?

A

The Page Timings Report provides information on page views and average load times.

177
Q

What is the Speed Suggestions sub-report used for?

A

The Speed Suggestions sub-report provides speed improvement suggestions for pages on your site.

178
Q

What insights can the User Timings sub-report provide?

A

The User Timings sub-report shows the average user timings on a site.

179
Q

How can the Site Search Report be useful?

A

The Site Search Report allows you to view the search terms visitors used on your website.

180
Q

How can Site Search data be utilized for improving a website?

A

Site Search data can inform keyword expansion, site improvements, and new product development.

181
Q

What area of reporting helps to understand visitor behavior on a website?

A

The Behavior reporting area helps to understand visitor behavior on a website.

182
Q

What can be analyzed using the Behavior Flow report?

A

The Behavior Flow report analyzes how visitors move through a website and view its content.

183
Q

What does event tracking in Google Analytics allow digital marketers to do?

A

Event tracking allows digital marketers to track non-standard actions on their websites.

184
Q

Why is event tracking important for non-standard actions?

A

Non-standard actions like playing a video or clicking a button can’t be tracked using standard goal set-up methods.

185
Q

What valuable insights does event tracking provide?

A

Event tracking provides insights into how users interact with a website, such as link clicks, downloads, and video views.

186
Q

What are the essential variables required for event tracking set-up?

A

The essential variables for event tracking are ‘eventCategory’ and ‘eventAction’.

187
Q

What optional variables can be included in event tracking set-up?

A

The optional variables are ‘eventLabel’ and ‘eventValue’.

188
Q

What is the benefit of consistent naming conventions in event tracking?

A

Consistent naming conventions help to easily view event performance in Category, Action, or Label reports.

189
Q

What can the Overview sub-report in Google Analytics show?

A

The Overview sub-report provides an overview of website data.

190
Q

What does the ecommerce code in Google Analytics capture?

A

The ecommerce code captures revenue, product types, and transactions.

191
Q

Why are traffic sources, keywords, and campaigns linked to transactions in Google Analytics?

A

They help understand the revenue value of different channels.

192
Q

Is personally identifiable information (PII) about purchasers shared with Google Analytics?

A

No, PII about purchasers is not shared with Google Analytics.

193
Q

What is the latest version of the Google Analytics tracking code?

A

The latest version of the Google Analytics tracking code should be used.

194
Q

What are the three main versions of Google Analytics?

A

The three main versions are Classic Analytics, Universal Analytics, and Google Analytics 4.

195
Q

Which version of Google Analytics should users of Classic Analytics be upgraded to?

A

Users of Classic Analytics should be upgraded to Universal Analytics as a priority.

196
Q

What are the key steps to set up a Google Analytics account?

A

Enter account name, property and website details, switch on Universal Analytics, and accept Terms of Service.

197
Q

What should be checked to ensure the accuracy of data in Google Analytics?

A

All settings at the Account, Property, and View levels should be checked.

198
Q

What is the highest level within Google Analytics settings?

A

The highest level within settings is the Account level.

199
Q

How many properties can there be within one Google Analytics account?

A

There can be multiple properties within one account.

200
Q

What is the purpose of creating separate views within a Google Analytics property?

A

To segment data and create different reports based on specific criteria.

201
Q

What are some examples of segmentation within Google Analytics views?

A

Segmenting traffic by region, country, or business area.

202
Q

What should be adjusted at the property level in Google Analytics?

A

Settings like default page to effectively track the website.

203
Q

What is the Assisted Conversion Report used for?

A

The Assisted Conversion Report helps you understand the assisted value of channels and campaigns.

204
Q

What does the Top Conversion Paths Report provide?

A

The Top Conversion Paths Report provides insight into the most popular journeys users take to conversion.

205
Q

What information can you view in the Time-lag Report?

A

The Time-lag Report shows the length of time between the first visit to your site and the day of conversion.

206
Q

What is attribution in Google Analytics?

A

Attribution is assigning credit to each channel along the journey for its role in the decision-making process.

207
Q

Which attribution model is the default in Google Analytics?

A

The default attribution model in Google Analytics is ‘Last Click’ attribution.

208
Q

What does the Attribution Report in Google Analytics contain?

A

The Attribution Report contains a Model Comparison Tool to view channel value based on different attribution models.

209
Q

What does real-time reporting in Google Analytics provide?

A

Real-time reporting provides a live snapshot of activity on your website, such as visitors, content, traffic sources, and goals.

210
Q

What is the main limitation of real-time reporting in Google Analytics?

A

Real-time reporting is not useful for historical reporting and cannot be downloaded.

211
Q

How can understanding traffic spikes benefit marketers?

A

Understanding traffic spikes helps marketers assess the ROI of awareness-generating activities like TV, print, and radio.

212
Q

How can you track the channels that drive the most engagement on your site?

A

By using Duration goals in Google Analytics.

213
Q

What is the purpose of creating a Pages per Session goal?

A

To record sessions where the pages viewed exceed a predefined number.

214
Q

What does measuring the number of pages per visit allow marketers to understand?

A

Which channels and what content drive longer user journeys through their websites.

215
Q

When should you create an Event-Tracking goal in Google Analytics?

A

When you want to track interactions with your site that cannot be tracked with standard analytics code.

216
Q

What are some examples of interactions that can be tracked using an Event-Tracking goal?

A

Video views or PDF downloads.

217
Q

How can you import goals and ecommerce transactions from Analytics into Google Ads?

A

By choosing the Import feature in Google Ads and selecting the goals you want to pull across.

218
Q

What is the recommended best practice regarding goal tracking in Google Ads and Google Analytics?

A

Use Google Analytics goals instead of Google Ads conversion tracking for a single source of truth in relation to conversions.

219
Q

What are Smart Goals in Google Analytics?

A

They are an analytics feature designed specifically for Google Ads campaigns, recording the most engaged visits to your site.

220
Q

When should you not track Smart Goals in Google Analytics?

A

If you have other goals set up in Google Analytics, as it will overestimate your goal count significantly.

221
Q

Where can you set up goals in Google Analytics?

A

In the Admin area, at View level, by selecting Goals and clicking the Add New Goal button.

222
Q

Why do marketers love to talk about goal funnels?

A

Because goal funnels add a lot of value when it comes to understanding the consumer journey.

223
Q

When are goal funnels often used?

A

When there are multiple steps in a transaction process.

224
Q

What can you use metrics for in the context of goal funnels?

A

To measure the progression and conversion rates at each step of the consumer journey.

225
Q

What is web analytics?

A

Web analytics is the measurement, collection, analysis, and reporting of web data for the purpose of understanding and optimizing web usage.

226
Q

What is the value of web analytics?

A

Web analytics provides valuable insights into website performance, user behavior, and marketing effectiveness.

227
Q

What are common conversion metrics?

A

Common conversion metrics include conversion rate, bounce rate, average session duration, and goal completions.

228
Q

What is the purpose of consent in web analytics?

A

Consent is important to ensure compliance with privacy regulations and to respect user preferences regarding data collection and tracking.

229
Q

What are the benefits of Google Analytics?

A

Benefits of Google Analytics include free access, easy integration, comprehensive reporting, and powerful tracking capabilities.

230
Q

How can you test the installation of Google Analytics code?

A

You can test the installation of Google Analytics code using tools like Google Tag Assistant or by sending test data.

231
Q

How can you adjust account settings in Google Analytics?

A

You can adjust account settings in Google Analytics by accessing the account settings section and making the necessary modifications.

232
Q

What is the purpose of goal setting in Google Analytics?

A

Goal setting in Google Analytics allows you to measure the success of specific actions or outcomes on your website.

233
Q

What are the different types of goals in Google Analytics?

A

The different types of goals in Google Analytics include URL destination goals, session duration goals, pages per session goals, and event-tracking goals.

234
Q

What is the purpose of goal funnels in Google Analytics?

A

Goal funnels in Google Analytics help you analyze the steps that users take before completing a goal, allowing you to identify potential drop-off points.

235
Q

What are the key reports available in Google Analytics?

A

The key reports in Google Analytics include audience reports, acquisition reports, behavior reports, conversion reports, events reports, and multi-channel funnels reports.

236
Q

What can a goal funnel provide marketers with?

A

Valuable information about where visitors leave the website and the flow of the online process.

237
Q

How can marketers use goal funnel data?

A

To better understand and optimize the customer experience and the overall consumer journey on their websites.

238
Q

What are the steps to set up a goal funnel in Google Analytics?

A
  1. Enter the screen names of all the funnel steps. 2. Don’t add the homepage as a step. 3. The last step should be the thank-you or destination page.
239
Q

Where can you find the option to create a goal funnel in Google Analytics?

A

In the Admin area, click into your goal and navigate to Goal details.

240
Q

What is the purpose of using dashboards in Google Analytics?

A

To transform complex reports into easy-to-read snapshots for showing key trends to clients and managers.

241
Q

How can dashboards in Google Analytics be shared?

A

They can be shared with key stakeholders to provide a top-line view of visitor and conversion information.

242
Q

What are the four main reporting areas in Google Analytics?

A

Audience, Acquisition, Behavior, and Conversion tabs.

243
Q

What does the Audience tab in Google Analytics provide?

A

Information about the types of visitors who come to your website, including audience overview and GEO locations.

244
Q

What can the Demographics Report in Google Analytics provide?

A

Insights into different user segments.

245
Q

What are the three levels in Google Analytics?

A

Account, Property, View

246
Q

How do you access the key settings in Google Analytics?

A

Click Admin or the cog wheel in the bottom left of the screen

247
Q

What is the purpose of applying filters in Google Analytics?

A

To segment and analyze specific traffic based on selected criteria

248
Q

How do multiple filters work together in Google Analytics?

A

By segmenting, including or excluding traffic from the first filter and then applying subsequent filters

249
Q

What is the order of applying filters in Google Analytics?

A

From the first filter to the last filter in the list

250
Q

How can you collaborate effectively in Google Analytics?

A

Grant access to other users and apply different permission settings

251
Q

What are the four permission levels in Google Analytics?

A

Read and Analyze, Collaborate, Edit Permission, Manage Users

252
Q

What is the benefit of allowing other users access to your Google Analytics account?

A

Enhanced collaboration and consistent use of a single source of truth for data

253
Q

What are potential security risks of granting access to Google Analytics?

A

Data breaches, unintended or purposeful deletions, incorrect changes to settings or reports

254
Q

How can you link Google Analytics to other Google products?

A

By seamlessly integrating with tools like Google Ads

255
Q

What are the main tools available to link with Google Analytics?

A

Google Ads, Google (and potentially more)

256
Q

What does the Monetization report provide an overview of?

A

Ecommerce revenue generated on your website and through your mobile app

257
Q

What are some examples of events in the report?

A

User downloads content, watches a video, or visits certain pages

258
Q

What can you track in the Engagement reports?

A

Events and conversions

259
Q

How can you add ecommerce tracking for GA4?

A

By getting a website developer to add the unique GA4 tracking code to the ecommerce checkout and ‘thank you’ pages

260
Q

What kind of data does the Retention report provide?

A

Data on repeat visits by various cohorts

261
Q

What does the Demographics report provide details of?

A

The demographic makeup of your website users, such as their age, gender, and location

262
Q

What does the Tech report provide an overview of?

A

Your users by platform (website or mobile app), browser used, device types, and operating system

263
Q

What can you view in the Advertising section of GA4?

A

Details of user visits, conversions, and other tracked channels like Paid and Organic Social

264
Q

What are some benefits of linking a Google Analytics account to other marketing tools?

A

Increased data availability, additional SEO insights, assess channel value in more detail.

265
Q

How do you link a Google Ads and Google Analytics account?

A
  1. Log into Analytics and Google Ads. 2. Click Admin in Analytics. 3. Click Property in the middle section. 4. Click Google Ads Linking. 5. Select Google Ads accounts to link. 6. Choose linked Google Analytics views. 7. Enable Google Display Network impression recording. 8. Enable Auto-tagging. 9. Click Link Accounts.
266
Q

What should you avoid when using UTM tracking on Google Ads and Auto tagging?

A

Avoid using both as it will double count data.

267
Q

How do you link Google Search Console to Google Analytics?

A
  1. Ensure website is verified in Search Console. 2. Log into Search Console and Google Analytics. 3. Click Admin in Analytics. 4. Click Property settings. 5. Click Search Console Settings. 6. Select Google Analytics views to share data with. 7. Click Save.
268
Q

Why is it important to define KPIs before analyzing campaign data?

A

So that the campaign’s effectiveness can be benchmarked against these metrics.

269
Q

What is the purpose of setting up goals in Google Analytics?

A

To measure the defined KPIs.

270
Q

Why is it important to track offline marketing activity?

A

Not all purchases or actions happen online, so it’s important to track how offline factors can influence user behavior and conversions.

271
Q

What is Google Analytics 4 (GA4) built to measure?

A

Website and mobile app interactions (events).

272
Q

What is the difference between GA4 and Universal Analytics?

A

GA4 incorporates machine learning modelling and relies less on cookies, while Universal Analytics relies on cookies to track sessions.

273
Q

What will be more difficult as cookies are phased out?

A

Using Universal Analytics to track website performance.

274
Q

When is Universal Analytics being retired?

A

In July 2023.

275
Q

Why is it recommended to install GA4 on your website as soon as possible?

A

To help GA4 build effective models for your organization both now and in the future.

276
Q

Can GA4 and Universal Analytics run in parallel?

A

Yes, they can run in parallel during the transition phase.

277
Q

Why do most businesses continue to use Universal Analytics for day-to-day reporting?

A

GA4 support isn’t readily available on some platforms and many reports available in Universal Analytics are not yet available in GA4.

278
Q

How can I access the Practice Exam?

A

The Practice Exam can be accessed through the Practice Tests link on MyDMI.

279
Q

What does the Save & Exit option allow you to do?

A

The Save & Exit option allows you to pause and exit the practice exam tool and continue later where you left off.

280
Q

Which certification examination is the Practice Exam a preparation for?

A

The Practice Exam is a preparation for the certification examination.

281
Q

What is the purpose of the Practice Exam?

A

The Practice Exam is a great opportunity to assess your readiness for the certification examination.

282
Q

Where can I find the Practice Tests link?

A

The Practice Tests link can be found on MyDMI.

283
Q

What does the Save & Exit option allow you to do?

A

The Save & Exit option allows you to pause and exit the practice exam tool as well as to return later and continue from where you left off.

284
Q

What does the Practice Exam tool help you with?

A

The Practice Exam tool helps you assess your readiness for the certification examination.

DMI PRO AMA - Certified Digital Marketing Professional (12 decks)

Brainscape helps you reach your goals faster, through stronger study habits.
© 2024 Bold Learning Solutions. Terms and Conditions