GA DA U6

Question 1

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?

Check all that apply.
You must have Ecommerce reporting implemented.
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.
None of the above. Goal Flow reports are automatically populated with data about your conversion processes.

Answer 1

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.

Question 2

Which of the following questions can be answered using the Goal Flow report?

Check all that apply.
Are there a lot of unexpected exits from a step in the middle of my conversion funnel?
Do visitors 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?

Answer 2

All are correct

Are there a lot of unexpected exits from a step in the middle of my conversion funnel?
Do visitors 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?

Question 3

In the Conversion > Ecommerce > Performance report what does this mainly show

Answer 3

Report of which products sell the best.

Question 4

Sales performance report shows

Answer 4

the dates of your sales

Question 5

Transactions show which items were sold and sold

Answer 5

and sold together in groups

Question 6

Which of the following steps must be completed in order to collect ecommerce data in Google Analytics?

Check all that apply.
Enable Ecommerce tracking in the Ecommerce Settings for a view
Create a Goal for the “thank you” page of the checkout process
Add the Ecommerce tracking code to your site or application
Create a funnel for the shopping cart checkout process

Answer 6

Enable Ecommerce tracking in the Ecommerce Settings for a view

Add the Ecommerce tracking code to your site or application

Question 7

Which of the following questions could you answer with the Ecommerce reports?

Check all that apply.
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?

Answer 7

All are correct

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?

Question 8

The multi-channels funnels reports allow you to answer questions about how your marketing channels work together over time

Answer 8

to drive sales and conversions

Question 9

In order to have Multi-Channels Funnels Reports you need to enable either

Answer 9

Goals, Ecommerce Tracking or Both

Question 10

If you have assist marketing channels like below what is the conversions QA gets to add as conversion

assist 1 - search ad
assist 2 - display ad
assist 3 - social ad
Last click - paid ad

Answer 10

the last campaign that referred the visitor takes the credit for the conversion.

This is called Last-click attribution

Question 11

What is the Last-Click Attribution

Answer 11

The last-click the user clicked in order for conversion.

Question 12

The Multi-Channel Funnes reports allow you to answer questions about how your marketing channels work

Answer 12

work together over time to drive sales and conversion, rather than giving all the conversion credit to the last-click

Example of assisted conversion

Social Network > Organic Search > Direct

Question 13

What is an example of an assisted conversion

Answer 13

Organic Search > Display> Social Network > Direct

Question 14

The default days of a conversion path are

Answer 14

30 days but you can change this time period from 1-90 days

Question 15

Google automatically ads what default assist conversion channels

Answer 15

1. Direct
2. Organice Search
3. Referral
4. Social Network
5. Display
6. Paid Search
7. Email

Question 16

“Assist Interaction” is any referral that is on the conversion path but is not the

Answer 16

last interaction

Question 17

“First Interaction” is the first referral on the

Answer 17

conversion path; its a subset of the assist interactions

Question 18

In the Conversions > Multi-Channel Funnels > Assisted Conversions, what is the Assisted / Last Click or Direct Conversions ?

Example of what is display

0. 68
1. 00
2. 52
3. 83

Answer 18

This is the Ratio of Assited Conversions to last click or direct conversions for each channel. This ratio summarizes a channels overall role in the conversion process.

Question 19

In the Conversions > Multi-Channel Funnels > Assisted Conversions, for Assisted / Last Click or Direct Conversions, A value close to 0 indicates that?

Answer 19

that a channel completed more sales and conversions than it assisted or initiated.

Note - this most likely is the last-click

Question 20

In the Conversions > Multi-Channel Funnels > Assisted Conversions, for Assisted / Last Click or Direct Conversions, A value close to 1 indicates that?

Answer 20

the channel equally assisted and completed sales and conversion. The more this value exceeds 1, the more the channel assisted sales and conversions.

Question 21

In the Conversions > Multi-Channel Funnels > Time Lag, what does the Time Lag show

Answer 21

The Time Lag report shows how many days pass between the first interaction and the last interaction.

Question 22

The Patch Length Report in Multi-Channel Funnels breaks out your conversions by the number of

Answer 22

Channel interactions contained in your users conversion paths. This can tell you how many times a user typically returns to your site before converting.

Question 23

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

True
False

Answer 23

True

Question 24

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?

Assisted Conversions
Top Conversion Paths
Time Lag
Path Length

Answer 24

Top Conversion Paths

Question 25

The Attribution reports allow you to compare different attribution models to understand the

Answer 25

return on your advertising investment.

Over time, this enables better budget allocation across your marketing channels

Question 26

An attributino model is a rule, or set of rules, that determines what?

Answer 26

determines how credit for sales and conversions is assigned to a channel within a conversion path

Question 27

The attribution model that GA uses in most reports is the

Answer 27

Last-click attribution model, there are many other types of models available in GA through the Model Comparioson Tool.

Question 28

Name all the attribution models

Answer 28

Last Interaction
Last Non-Direct Click
Last AdWords Click 
First Interaction
Linear
Time Decay
Position Based

Question 29

What Attribution Model does GA use by default

Answer 29

Last Non-Direct Click

Question 30

” …|. “Last Non-Direct Click is good to be used if you consider direct visits to be from customers who have already been

Answer 30

won through a different channel

Question 31

” ….| “Last Interaction model is when 100% of the conversion value is set to the last channel, regardless of whether or not it was a

Answer 31

direct visit. This model is used as the default benchmark in the Model Comparison Tool

Question 32

” |….. “ First interaction model attributes 100% of the conversion value to the first channel with which the customer interacted. This model is appropriate if you run

Answer 32

run ads or campaigns to create initial awareness.

Question 33

“…..” The Linera model gives equal credit to each channel interaction on the way to conversion. This model is useful if your campaigns are designed to maintain contact and awareness with the customer throughout the

Answer 33

entire sales cycle. In this case, each touch point is equally important during the consideration process

Question 34

”.|||||” Time decay model, is used to heavily credits touch points closest to the

Answer 34

time of conversion

Question 35

“|….|” Position Based model gives a percentage of credit to each step in the conversion path based on it’s

Answer 35

position. First, Last, or In Between

Question 36

Can you set custom Attribution Models

Answer 36

Yes

Question 37

When comparing models, its best to look for channels whose

Answer 37

value changes significantly from one model to another.

This would be an indicator that a channel is more suited to a particular part of the customer acquisition funnel.

Question 38

When using attribution models it can help you to instead of focusing on direct response to focus on campaigns that

Answer 38

drive awareness (first click model). So that then it becomes a direct response later
.
You must experiment to validate your model.

Question 39

In the Linear attribution model:

the last touchpoint would receive 100% of the credit for the conversion
the first touchpoint would receive 100% of the credit for the conversion
each touchpoint in the conversion path would share equal credit for the conversion
the touchpoints closest in time to the conversion get most of the credit

Answer 39

each touchpoint in the conversion path would share equal credit for the conversion

Question 40

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

Last Interaction model
First Interaction model
Linear model
Last Non-Direct Click model

Answer 40

First Interaction model