Google Analytics 101

Question 1

How would Google Analytics track a visitor who has visited your site previously, but has deleted all browser cookies before returning to your site?

Answer 1

The visitor would be tracked as a new Visitor. A visitor who has deleted cookies before returning to your site will still be tracked but as a new visitor, and without any record of a prior referring source or campaign.

Question 2

Is Google Analytics capable of tracking mobile devices?

Answer 2

Yes, as long as the device is capable of executing JavaScript and storing cookies. Google Analytics can track visits from a mobile device as long as the device is capable of executing JavaScript and storing cookies. This capability is not limited to Android, all contemporary smartphone browsers/operating systems are JavaScript- and cookie-enabled. The Audience Mobile Devices report lists the mobile devices that visitors have used to access your site

Question 3

Which of the following are ways in which you can set up a Google Analytics account?

A - Use Google webmaster Tools

B - Trough your Gmail signup process

C - Trough google.com/analytics or within your adwords account

Answer 3

Go to google.com/analytics and create an account.

There are two places you can sign up for a Google Analytics account: at google.com/analytics, or within your AdWords account. Google Webmasters Tools is used primarily for search engine optimization. Although you can link some Google Webmaster Tools data to Google Analytics, you cannot create a Google Analytics account from within Google Webmaster Tools You cannot create a Google Analytics account as part of the Gmail signup process

Question 4

For how many Google Analytics accounts can you be given Manage Users and Edit rights?

A - Unlimited

B - 100 GA accounts

C - 1000 GA accounts

Answer 4

Unlimited.

An unlimiited number of other Google Analytics users with Manager Users privileges can provide you access to accounts, properies, and views at all privilege levels.

You cannot, however, actually create more than IOO Google Analytics accounts per Google username.

Question 5

Which access privileges in Google Analytics are normally granted to administrators only?

Answer 5

Manage Users.

Manage Users is considered an administrator privilege.

Edit, which allows users to create properties and views, apply view filters, configure goals, and delete a Google analytics account/propertymenu, should also be reserved for individuals trusted as administrators.

Question 6

If you manage Google Analytics for several organizations, how could you make sure they won’t be able to access each other’s reports?

Answer 6

Create a separate property for each organization within the same account, and restrict access at the property level. Even though you can manage access at the view level, each organization’s website would require at least a separate Google Analytics property, so separate views for each organization within the same property would not be feasible. In this scenario, you could create separate accounts, or separate properties within a single account, and manage access accordingly at either the account or property level.

Question 7

How do you change your email login for your existing Google Analytics account?

Answer 7

Create a new Google account and add your new account as an administrator to your Google Analytics.

To change your email login, you can either create a new Google account and add your new login as an administrator to your Google Analytics account or just add the email as your alternate email address in your Google account. The email address that you use to log into Google Analytics is the email address that is associated with your general Google account. You cannot create an email login that applies to Google Analytics only.Even if you have associated multiple email addresses with your Google account, they would all apply to other Google services (such as Google Drive and Google Calendar) in addition to Google Analytics. If you have created your Google account with a non-gmail email address, you may also be able to directly edit the primary email address of your Google account.

Question 8

Multiple views for a single domain use the same:

Answer 8

UA number.

In most instances, a single domain corresponds to a single (Web) property within a Google Analytics account. All views within a single Google Analytics property use a tracking code with the same UA number, such as UA-12345678-1, and therefore receive the same raw data. What differentiales views within a single property are the filters, settings, and access rights that you apply. The tracking code for a different domain, even within the same account, would normally use a different UA number, such as UA-12345678-2.

Question 9

Why would you create multiple views for the same property?

Answer 9

To capture different subsets of data.

The same domain you create multiple views for the same property makes you able to apply different filters, settings, and access rights to the same traffic data.

For instance, you could apply a view include filter that limited the data in the views reports to a single website subdirectory, and you could then allow access for certain users to that view only.

It is best practice to maintain one completely unfiltered view for each domain so you can refer to your raw traffic data if you ever need to. To capture data separately for different domains, you would generally create views under a separate Google Analytics property.

Question 10

Which of the following statements about adding new views is correct?

1. A user with edit rights at the property level can add a view within a specific property
2. A user with edit rights at the account level can add a view anywhere in the Google Analytics account

Answer 10

You can manage access rights at the account, property, and view level.

A user with edit rights at the property level can add a view within that property, and a user with edit rights at the account level can add a view to any property within that account. Users With Read & Analyze rights only, cannot create views

Question 11

You have created a new view for an existing property in Google Analytics. Which of the following could explain why no data is appearing in the view?

1. It has been less than 24 hours since you created the view
2. You have not applied any include filters to the view
3. You have not designated yourself as admin for the view
4. You have not updated the tracking code

Answer 11

It can take up to 24 hours for new traffic data to appear in a Google Analytics view.

You must have administrator rights to create a view, and Administrators have access to all views in an account, so you do not have to give yourself administrator access to any view that you create in your account.

You do not need to apply any include filters for the view to begin collecting data, and you do not need to update the tracking code, since the single instance of the tracking code installed on a website supplies the same raw data to all views within the corresponding Google Analytics property.

Question 12

Assuming no cross-domain tracking, which of the following are NOT standard practice?

1. Tracking multiple websites within a single property
2. Tracking multiple websites within a single view

Answer 12

In Google Analytics, a property corresponds with a single website and tracking code, and each view belongs to a single property, so it is not standard or recommended to track multiple websites within a single property or view.

Since you can create multiple properties within one account, you can track multiple websites within one account.

It is also routine to track a single website in multiple views, each with different settings or filters applied to the raw data for the website property In the specialized case of “rollup” reporting, you do use the same tracking code on multiple websites, thereby tracking them in the same property.

Question 13

Which of the following are possible uses of an additional view for the same Google Analytics property (that is, the same website)?

1. Capturing traffic data from a single referrer
2. Tracking activity within a specific subdirectory

Answer 13

By using different view filters and settings, you can include, exclude, and modify the same raw data generated by the tracking code installed on a single website.

You can apply a wide range of filters and filter combinations to your views. You could also provide a user with edit access to one view (to set up goals and apply filters) but provide only Read & Analyze access to another view for the same property. Advanced segments are associated with users, rather than views

Question 14

Which of the following statements about Google Analytics is false?

1. You can track more than one website within a single account
2. You can create multiple views that correspond to the same website
3. A single view can display data for more than one website
4. You can aggregate data from multiple accounts into a single view

Answer 14

In the case of cross-domain tracking, a single view can display data for more than one website.

Each view, however, belongs to a single Google Analytics property (Web or mobile), and each property belongs to a single account; each view therefore corresponds to a single account.

Question 15

What could prevent you from creating a view in a Google Analytics account?

1. You do not have edit rights
2. The account was created by another user
3. The account was created less than 24 hours ago
4. The maximum number of views has aIready been created within the account

Answer 15

To create a new view within an account, you must have edit rights, and the account must contain fewer than 50 views, the maximum allowed per account.

Question 16

According to the terms of service, which of the following types of data are you not allowed to store in Google Analytics?

1. Cost data from sources other than AdWords
2. Dimension data from sources other than Adwords
3. Visitor email addresses
4. Custom dimensions and metrics that you generate through code

Answer 16

The terms of service to which you agree when creating an account forbid the storage of personally identifying information (PII) such as visitor email addresses within Google Analytics

Question 17

What does UA-34823-1 in Google Analytics represents?

1. An account ID
2. A property ID

Answer 17

2. A property ID.

In Google Analytics, UA-349823 represents an account ID and UA-34823-1 represents a property ID.

Since a website or a mobile app usually corresponds with a single property and vice versa, and the tracking code on each website or app contains a property ID and not a more general account ID.

Property ID is sometimes referred to as trackng ID or UA number.

Question 18

Which of the following correctly represents the Google Analytics hierarchy from top to bottom?

1. Account > Property > View
2. Property > Account > View
3. Property > View > Account
4. Account > View > Property

Answer 18

Account > Property > View

In Google Analytics, an account contains one or more properties, and a property contains one or more views

Question 19

Where does Google Analytics store the timestamp of a visitor’s first visit?

Answer 19

The timestamp is stored in the utma or _ga cookie

The utma cookie (in Google Analytics Classic) or the _ ga cookie (in Google Analytics Universal) locally stores a unique (but not personally identifiable) visitor ID in the visitor’s browser; a timestamp for the Visitor’s initial, previous, and current visit; the number of sessions/visits that the visitor has initiated; and a domain identifier. A number of Google Analytics reports, such as New vs. Returning and Frequency & Recency, rely on the utma or _ga cookie.

Question 20

How does Google Analytics calculate time spent on a page A, if a visitor has viewed Page A and Page B and then left the site?

Answer 20

Page A timestamp - page B timestamp

Each time you load a web page, your browser records a precise timestamp for that page. To calculate time on a page, Google Analytics subtracts the difference between the timestamps for two consecutive pages. For example, if a visitor visits page A at 10:01:25 A.M. and then page B at 10:02:38 A.M., the time on page for Page A will be of one minute and thirteen seconds. Based on each measurement for time on page, Google Analytics calculates Average Time on Page for specific pages and also collectively for the pages displayed in the pages report.

Question 21

By default, which of the following may Google Analytics count as direct traffic?

1. A visitor clicks a link in an email newsletter
2. A visitor types the a URL directly into the browsers address bar.
3. A visitor accesses a bookmark set in the browser.

Answer 21

Direct traffic appears with a medium value of “(none)” and a source value of “(direct)” in the Acquisition All Traffic report.

A visit originating from a link to your site from another website registers as Referral traffic As an important note, if 1) The visitor originated on a previous visit from a more specific medium, such as Referral, Organic, or a Campaign, and 2) The visitor is using the same browser and has not deleted the browser cookies since the previous visit(s), Google Analytics does not consider any new, direct visits to be direct, but instead repeats the medium and source of the prior visit. In other Words, a direct visit does not overwrite a more specific medium and source from a previous visit.

Question 22

In the Navigation Summary view, what does the entrances percentage indicate?

Answer 22

How frequently this page was accessed as an landing page.

In the Behavior Site Content, All Ranges Navigation Summary view, the Entrances percentage shows how frequently that page was the first viewed in a visit often if served as a landing page vs. how often a preceding page was viewed.

Question 23

What does an advanced segment enable you to do?

Answer 23

Isolate and analyze subsets of your data. With advanced segments, you can quickly isolate and analyze subsets of your traffic according to virtually any combination of dimension values and metric thresholds. You can apply up to four advanced segments to most reports, to compare them side by side

Question 24

Which of the following is NOT among the default selections available as advanced segments?

Answer 24

Visits without Transactions.

Google Analytics offers a range of predefined advanced segments, that you can apply without any configuration. If a certain segment is not available by default, you can define it as a custom segment. The predefined All Visits segment is in essence applied to all reports by default

Question 25

Once you have created a custom advanced segment, from where in the Google Analytics interface can you access it?

1. In custom reports
2. In Ecommerce reports
3. In Goal Overview report

Answer 25

From most standard reports and all custom reports, you can click Advanced Segments to display the list of default and custom segments that you can apply. You can also manage your custom segments by clicking Segments in the view column of the admin page.

Question 26

How can you duplicate an existing custom segment for additional customization?

1. Click Advanced Segments in a standard report, and then click Copy for that segment
2. Click Advanced Segments in a custom report, and then click Copy for that segment
3. Click Segments in the view column of the admin page, and then click Copy for that segment

Answer 26

You can share, edit, copy or delete a custom segment from the list of custom segments accessible from within a report. These options are also available when you click Segments in the View column of the admin page. As a note, there is no direct correlation between custom segments and custom reports. You can apply either a default advanced segment or a custom advanced segment to either a standard report or a custom report.

Question 27

Which of the following metrics would you use to define an advanced segment for visits during which the visitor spent more than $IOO on your site?

1. Goal Value and Revenue
2. Either Goal Value or Revenue - a custom segment can specify a single condition only
3. You can define advanced segments only by dimension values such as Traffic Source or Country, not by metrics such as Goal Value or Revenue

Answer 27

You can define advanced segments only by dimension values such as Traffic Source or Country, not by metrics such as Goal Value or Revenue You can define a single advanced segment with two conditions for visits that exceeded a specific amount for Goal Value or (Ecommerce) Revenue. You can define your custom segments both with dimension values and with metric thresholds, and with a single condition or multiple conditions.

Question 28

How many advanced segments can you select at one time to directly compare in your reports?

1. 6 segments
2. 4 segments
3. 1 segment
4. 10 segments

Answer 28

You can compare up to four advanced segments in your reports.

You can drag the names of the advanced segments at the top of the report to change the order in which they are displayed within the report.

Question 29

Once you have applied an advanced segment, for how long does it stay applied?

Answer 29

Until you log off or deselect it.

Once you’ve applied one or more advanced segments, they stay active as you navigate to other reports, and even to other views within the same property. The advanced segments remain applied until you deselect them, view reports in another account, or log off. Unlike view filters, advanced segments do not alter underlying report data.

Question 30

Which of the following principles about advanced segments are true?

1. Advanced segments may help to identify trends that are obscured when data is aggregated
2. Advanced segments isolate subsets of your data

Answer 30

As a general principle, advanced segments isolate subsets of your data and can therefore help you to identify trends that are obscured in aggregated data. View filters can offer the same benefit, but the important difference is that view filters permanently alter data for all users who access a view and can therefore be applied only by users with edit rights for the view. Since advanced segments dont alter underlying data, they’re available to all users, and are in fact defined on a user-by-user basis. If a user creates an advanced segment while accessing a view, that advanced segment definition will be available to that user within other views but will not be available to other users within any view (unless the original user forwards a link to share the advanced segment configuration with other users)

Question 31

Which of the following represent all possible options for tracking AdWords and other pay-per-click campaigns?

1. Autotagging AdWords
2. Manually tagging inbound links from AdWords
3. Manually tagging inbound links from ofrer pay-per-click campaigns.

Answer 31

For AdWords campaigns, you can enable Autotagging, which eliminates the need to tag inbound AdWords links with campaign, source, and medium values.

Autotagging also provides a range of other data that allows Google Analytics to display additional metrics such as cost, and ROI for all of your AdWords keywords. Thus, while manually tagging your AdWords links is possible, Autotagging is the preferred option. Autotagging is not available for other pay-per-click networks. You can manually campaign-tag inbound links for all pay-per-click links and, in fact, inbound links from any digital marketing campaign. For the reasons above Autotagging rather than manual tagging is recommended for AdWords

Question 32

If you’re using campaign parameters to track a banner campaign that you’re running on a partner site, which of the following parameters would you normally use to identify that referring site?

Answer 32

utm_source

You should normally use utm_source to identify the specific website that is sending campaign traffic. For instance, if you’re running two banner campaigns on a partner site, you could tag the inbound links from the banners as follows:http:/0nn.v_mysite.com/?utm campaign:a-day-sale http:/0nn.v_mysite.com/?utm campaign:4-day-saIe_ Note that you can also use campaign parameters in several scenarios that may not involve a referring site, such as inbound links from emails or PDFs.

Question 33

Once you have manually tagged your inbound links with campaign parameters, where in addition to the Campaigns report, can you see the medium value for resulting clickthroughs?

Answer 33

All Traffic

You can also see campaign traffic by medium in the All Traffic sources report. In addition to all the medium values that you have specified in your manual campaign tagging, the All Traffic report displays the three default mediums: “referral”, “organic” and “(none)” (for direct traffic) Unless you specify “referral” as the medium value in your inbound links, which is not standard practice, campaign traffic will not display in the Referrals report. Similarly, the Direct Traffic report only displays visits that Google Analytics records with “(none)” as medium and “(direct)” as source. The AdWords reports display traffic trom Autotagged rather than manually tagged AdWords campaigns.

Question 34

Which of the following are best practice when tagging your advertising campaigns?

1. Dont manually tag your AdWords destination URLs
2. Create links using the URL builder that Google provides

Answer 34

It’s advisable to enable Autotagging in AdWords rather than manually tagging links in your AdWords campaigns. When you are configuring your own campaign tags, you should use the URL builder that Google provides to assist with correct formatting. Values for utm medium, utm_source and utm_campaign are required; utm_term and utm_content are optional and sometimes not applicable to the given scenario. While it may be logical to use a different campaign value for each inbound link, you will likely want to use the same source and especially the same medium values, such as “banner” or “email”, in many instances. For this reason, it is important to use consistent names and spellings, especially for your medium and source values, so they aren’t fragmented in the reports.

Question 35

Which view filter(s) would you need to apply for the view to display data for visitors from two specific countries only?

Answer 35

One Include filter.

In this case, you would need to apply one filter with a single Filter Pattern that both countries matched. To accomplish this, you’d need to use the regular expression pipe symbol (I) to signify “or” in the Filter Pattern, as in: Netherlands|Belgium. If you applied two separate Include filters for the Netherlands and belgium, the second filter would be invalid, since the first filter would have already excluded all traffic that did not match. Since an Include filter automatically excludes all data that does not match the pattern, as described above it would be redundant to apply any Exclude filter for Country after an Include filter for Country has already been applied.

Question 36

You launch two marketing campaigns simultaneously. One is an email campaign in which you tag the inbound link with utm_nooverride=1. The other is a banner campaign in which you also tag the inbound link with utm_nooverride=1. If a visitor first clicks through on the email link and later clicks through on the banner link, which source will Google Analytics apply to the second visit?

Answer 36

The email campaign, because the banner link was tagged with utm_nooverride.

Tagging a campaign link with utm nooverride=1 means that Google Analytics will attribute any resulting visit to a previous campaign or traffic source and not to this link, if a campaign or source has already been recorded on a prior visit. In other words, adding utm_nooverride=1 to your first campaign will not prevent it from being overwritten by subsequent campaigns. However, adding utm_nooverride=1 to your subsequent campaigns will prevent them from overwriting the previous campaign.

Question 37

When added to your inbound campaign links, what does utm nooverride=1 accomplish?

Answer 37

This campagn will not overwrite any previous campaign.

Tagging a campaign link with utm nooverride=1 means that Google Analytics will attribute any resulting visit to a previous campaign or traffic source and not to this link, if a campaign or source has already been recorded on a prior visit. In other words, adding utm nooverride=1 to your first campaign will not prevent it from being overwritten by subsequent campaigns. However, adding utm nooverride=1 to your subsequent campaigns will prevent them from overwriting the previous campaign.

Question 38

Where can you find the URL builder tool that can correctly format the parameters for your inbound campaign links?

Answer 38

In the Google Analytics help pages, the URL builder tool, which you can use to construct campaign URLs, is located in the Google Analytics help pages. You do not need to perform any actual campaign configuration within Google Analytics; the settings screens do not contain a Campaigns section.

Question 39

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

1: utm_source
2: utm_medium
3: utm_campaign
4: utm_adgroup
5: utm_term

Answer 39

utm_adgroup

There are five variables used to manually tag URLs for campaign tracking. utm_medium, utm_source, and utm_campaign are obligatory; utm_term and utm_content are optional.

Question 40

Which of the following is the recommended parameter for tracking different versions or placements of the same ad within a single webpage or email?

Answer 40

utm_content In addition to the obligatory utm medium, utm source, and utm campaign tags, you can use the utm content campaign tag to differentiate graphical variations within the same banner, campagn or different link locations within the same email campaign, as two examples values passed as the utm content parameter appear in the Campaigns Ad Content report. The utm term parameter is also optional for campaign tracking.

Question 41

For which of the following campaign types are manual campaign parameters appropriate?

1. Banner
2. Email
3. Non-AdWords pay per click

Answer 41

Manual campaign tagging is recommended for most types of campaigns, including banners running on other websites, email newsletters, and non-AdWords pay-per-click (such as Bing ads). For AdWords campaigns, Autotagging provides a much broader range of data than manual campaign parameters and is therefore interpretable

Question 42

If you have correctly configured your campaign tags for all applicable links, in which reports will all campaign data appear by default?

1. Acquisition All Traffic
2. Acquisition Campaigns

Answer 42

Visits from clickthroughs on campaign-tagged inbound links appear in Acquisition All Traffic and Acquisition Campaigns. AdWords campaigns would also appear in Acquisition AdWords Campaigns; other campaigns would not.

Question 43

Which of the following dimensions does Google Analytics capture for all visits to your website?

1. medium
2. source

Answer 43

Google Analytics automatically captures a medium (such as “referral” or “organic”) and a source (such as “partnersite.com” or “google”) for each visit. Even in the case of direct visits, “(none)” and “(direct)” are recorded as medium and source. Campaign is captured only if you have configured your inbound links with campaign parameters or enabled Autotagging in AdWords. Keyword is captured for search engine visits, Autotagged AdWords visits and other visits in which keyword has been configured as a campaign parameter.

Question 44

Which report shows the pages from which most visitors leave your site?

1. Behavior
2. Site Content
3. Exit Rages

Answer 44

The Exit Pages report shows the number of times that visitors exited your site from specific pages.

There is no separate Bounce pages report. Note that a bounce differs from an exit in that a bounce is a single-page visit. All visits end with the exit page, but in the case of a bounce, the landing page and exit page are the same.

Question 45

Which report contains the Navigation Summary view?

1. Behavior
2. Site Content
3. All Rages

Answer 45

The Navigation Summary view within the All Pages report displays entrances, exits, and other page views that occurred immediately before and after the page views for the selected page

Question 46

Which report can help you determine how many visitors clicked a “Buy NOW” link on a landing page?

Answer 46

Entrance paths tab in the Landing Rages report

Entrance Paths shows the page viewed after the selected landing page, as well as the eventual exit page for the selected second page. While similar to Next Page Path in the Navigation Summary, Entrance Paths displays landing-page pageviews only. Navigation Summary displays all pageviews that occur at any point in the visit.

Question 47

Where can you find out what page was viewed before or after a specific page?

Answer 47

Navigation Summary displays previous and next pageviews for the selected page. Similarly, the Behavior Flow report displays the clickpath before and after specific pages. (Note that certain nodes in the Behavior Flow report may aggregate multiple similar request URLs) To View aggregated request URLs, click on a node and select Group Details.) The In-page view displays clickthrough and goal completion percentages for all links on a page but does not provide any data on previous pages. The Landing Pages and Exit Pages indicate the first and last pageview in a visit and do not specifically relate to any other page that may have been viewed during the visit.

Question 48

What does the Landing Pages report shows you:

1. Where visitors entered the website
2. The dashboards that you have configured in your view
3. external pages that referred visitors to your home page
4. Bounce rates

Answer 48

The Landing Pages report displays the first page viewed during visits.

In other words, the page on which visitors landed when entering your site.

Bounce rate is particularly relevant as a metric in the Landing Pages report, since bounce rates is seen to pages viewed as the first page in a visit.

Question 49

Which metric could be an indicator of an ineffective landing page?

Answer 49

High bounce rate

Because a landing page is designed to engage visitors, a high bounce rate indicates in most cases that the landing page is ineffective. A low number of page views could indicate that the campaign designed to drive traffic to landing page is ineffective, but may not reflect the performance of the landing page itself.

Question 50

Which of the following actions can you perform in the Behavior Flow report?

1. Display Pages and Events
2. Drill down into a specific node
3. Highlight traffic through a specific connection
4. Apply an advanced segment

Answer 50

In the Goal Flow report, you can change the default “view type” from pages to Events or pages and Events. When you click on any node in the report, you can select Highlight Traffic. Through here, and you can drill down into the node by selecting Explore Traffic Through Here. (Explore Traffic Through here is similar in purpose to the Navigation Summary in the Pages report.) You can also click directly on a connection to highlight traffic through the connection. As in other reports, the downward caret button that appears in Behavior Flow indicates that you can apply advanced segments to this report.

Question 51

By default, which of the following metrics do the Site Speed reports provide?

1. How long it takes your pages to download
2. Latency from server edits
3. How long it takes your pages to fully load in your browser

Answer 51

The Page Timings report can indicate download and response times for specific page elements such as images or buttons, but additional coding is required to populate this report. Within the Page Timings report, you can select Technical or DOM Timings as the primary dimension and click the metrics drop-down to view all the site speed metrics available in this report.

Question 52

At what point is the Google Analytics _ga cookie read/written?

1. When the Google Analytics tracking code is generating a pageview
2. When the Google Analytics tracking code is setting a custom variable
3. Before the Google Analytics tracking code JavaScript is executed
4. Once the Google Analytics reporting server has received the list of parameters attached to the request for the tracking pixel

Answer 52

When the Google Analytics tracking code is generating a pageview

The Google Analytics tracking code, which is a snippet of JavaScript code that you place on each page of your site includes a line of code for generating a pageview. When the page loads in the browser and the pageview code is executed, the Google Analytics _ga cookie is read and/or written. For example, an existing _ga cookie would be read to determine if the visit is a return visit. Note that the _ga cookie in Google Analytics Universal replaces the utma, utmb utmv, and utmz cookies that are used in Google Analytics Classic.

Question 53

Which of the following could be a reason a visitor has deleted/blocked cookies?

1. Cookies are large files that consume large amounts of disk space
2. Cookies make your computer more receptive to viruses
3. Cookies slow your upload/download speeds
4. Some cookies record browsing history or personally identifiable information, such as a login email

Answer 53

Some cookies record browsing history or personally identifiable information, such as a login email Web users may block/delete cookies for several reasons, one of which is to prevent any form of personal data or browsing history from being captured and used on other websites. Google Analytics uses only first-party cookies (that is, cookies that are read only on the site that originally writes them) and does not report on personally identifiable information. As a note, only a relatively small percentage of Web users block third-party cookies, and an even smaller number block both first-party and third-party cookies. Many Web users, on the other hand, do frequently delete cookies along with the rest ot their browser cache, so metrics such as new visitor percentage can report higher than actuallty, since Google Analytics has no way to track a return visit without the _ga visitor cookie.

Question 54

Why does Google Analytics write cookies to the browser of a website visitor?

1. To track personally identifiable information about your visitors
2. To track the websites that visitors access in between visits to your site
3. To calculate the number of unique/returning visitors
4. To track the visitor’s original source across multiple visits

Answer 54

3. To calculate the number of unique/returning visitors.

To track the visitor’s original source across multiple visits Sites that run Google Analytics issue cookies that allow the site to uniquely, but anonymously, identify individual visitors. When a visitor returns to a site that runs Google Analytics, the site uses the cookies written during the previous visit to determine if the visitor is a return visitor or a new visitor. Google Analytics also uses cookies to track a visitor’s original source, but does not otherwise track any other websites that your visitors have also viewed. Google Analytics uses first-party cookies, that is, cookies that are identified as belonging directly to your domain. Browser settings are more likely to allow first-party cookies than third-party cookies, which are written for a domain other than the URL that the visitor is viewing. Google Analytics does not track personally identifiable information, and it is against the Google Analytics terms of service to use the tool for this purpose.

Question 55

What is the difference between persistent and temporary cookies?

1. Persistent cookies have no expiration date
2. Persistent cookies have an expiration date
3. Persistent cookies have a duration of at least two years
4. Persistent cookies remain in the browser for an entire user session

Answer 55

1. Persistent cookies have no expiration date.

Persistent cookies have an expiration date and remain on your computer even when you close your browser or shut down. On return visits, persistent cookies can be read by the website that created them (or by scripting from a third-party domain). Temporary (or “session”) cookies do not have an expiration date, as they are stored only for the duration of a visitor’s current browser session. As soon the visitor closes the browser, temporary cookies are destroyed. The single cookie that Google Analytics Universal writes (_ga) has an expiration of two years, which is refreshed with each new visit and action initiated by that user (in the same browser).

Question 56

For which of the following purposes does Google Analytics use cookies?

1. Calculating first-time and returning visitor metrics
2. Tracking where visitors go after exiting your site
3. Recording user email addresses
4. Correlating paid search clickthroughs with Ecommerce transactions that occur on later visits

Answer 56

1. Calculating first-time and returning visitor metrics.

Correlating paid search clickthroughs with Ecommerce transactions that occur on later visits Cookies allow Google to calculate first-time and returning visitor metrics, track sessions, correlate campaigns/sources with website activity, and provide a wide array of additional traffic analysis. Google Analytics uses cookies to uniquely but anonymously identify visitors, not to store personally identifiable information such as email addresses. Google Analytics cookies do not track any activity about other domains, with the exception of a referrer by default, Google Analytics does not track where visitors go after exiting your site although you can configure an events or virtual pageviews to record clicks on your outbound links.

Question 57

What is the difference between a first- and third-party cookie?

1. When first-party cookies are written, they’re associated with the domain that the visitor is viewing, while third-party cookies are associated with a domain other than the one that the visitor is viewing
2. When third-party cookies are written, they’re associated with the domain that the visitor is viewing, while first-party cookies are associated with a domain other than the one that the visitor is viewing
3. First-party cookies are persistent, while third-party cookies are temporary
4. First-party cookies are temporary, while third-party cookies are permanent

Answer 57

When first-party cookies are written, they’re associated with the domain that the visitor is viewing, while third-party cookies are associated with a domain other than the one that the visitor is viewing. Each cookie that a browser stores is associated with a specific domain. First-party cookies are associated with the domain that the visitor is viewing when the cookie is written. Third- party cookies are associated with a domain other than the one that the visitor is viewing and may be used for example, by an advertising network to display a banner on another website after the visitor has left your site. Browser settings are more likely to block third-party than first-party cookies. Google Analytics Universal uses a permanent first-party cookie only. First- and third-party cookies can both be either temporary or persistent.

Question 58

If you are tracking more than one domain or subdomain within the same property and want to record data for each domain/subdomain separately as well as aggregated data, how should you set up your views?

1. Set up three views with an Include filter on two
2. Set up three views with an Include and an Exclude filter on two
3. Set up three views with an Include filter on three
4. Set up three views with multiple Include filters on one and a single Include filter on two

Answer 58

Set up three views with an Include filter on two.
You could create an unfiltered view for your aggregated data and a view with an Include filter (that uses Hostname as the filter field) for each of the two domains/subdomains. An Exclude filter would be unnecessary after an Include filter, since the Include filter would already exclude any traffic that did not match. For more information on view filters, see https://analyticsacademy_withgoogle.com/course01/unit?unitz4&lessonz3

Question 59

Relative to which of the following represents a subdomain of the same domain?

1. vnn.v_mysite.com/sub
2. sub_mysite.com
3. https://ww_mysite.com

Answer 59

sub_mysite.com

A subdomain is part of a larger domain and is often used for different content or divisions within the same organization. For example, google.com has several subdomains, such as news_google_com, sites_google_com, and maps_google_com_ The default Google Analytics Universal tracking code now supports integrated subdomain tracking.

Question 60

What is a side effect of cross-domain and subdomain tracking?

1. Pageviews of identically named pages on the other domain or subdomain do not count towards total pageviews for the given Request URL
2. The Behavior reports display complete URLs, including domain names
3. By default, the Behavior reports do not differentiate between visits to identically named pages within the various domains and subdomains

Answer 60

3. By default, the Behavior reports do not differentiate between visits to identically named pages within the various domains and subdomains.

By default, the Behavior reports consolidate metrics for identical request URL´s that exist on more than one domain or subdomain. For example, pageviews for and would be consolidated under /welcome_php as a single request URL. To distinguish between identical request URL´s on more than one domain or subdomain, you can use an Advanced view filter to prepend the hostname (that is, the domain name) to the request URL.

Question 61

If you’re capturing cross-domain or subdomain data within one view, which kind of view filter can you apply to differentiate between identically named pages that exist on the multiple domains or subdomains?

1. Include
2. Exclude
3. Search and Replace
4. Advanced

Answer 61

Advanced

you track it across several domains or subdomains within one view, your reports will not by default distinguish between visits to identically named pages. To differentiate the pages, you can use an Advanced view filter to prepend the hostname (for example, sub_mysite_com) to the request URL.

Question 62

Which of the following statements about user-created dashboards is true?

1. By default, a dashboard is available only to the user who created it and only in a single view
2. By default, a dashboard is available to all users who can access the view within which the dashboard was created
3. By default, a dashboard is available in all views within a Google Analytics property for the user who created it
4. By default, a dashboard is available to all users and in all views within a Google Analytics property

Answer 62

By default, a dashboard is available only to the user who created it and only in a single view.

By default, a dashboard that a user creates is visible only to that user, and only in the view within which the card was created. That user can click the Share button above the dashboard to share the dashboard configuration with other users or to copy it to additional views. For more information on sharing dashboards, see https://analyticsacademy.withgoogle.com/course01/unit?unitz5&lessonz6 at 6:30 into the video.

Question 63

Which menu item could you select in the dashboard to share the dashboard structure (without the actual data)?

1. Share Dashboard
2. Share Template Link
3. Share in Solutions Gallery
4. Email

Answer 63

Share Template Link

Share in Solutions Gallery.

Share Template Link allows you to forward a URL that another user can click to recreate the same dashboard in their own Google Analytics views and with their own data.

Share in Solutions Gallery allows you to basically do the same thing.

Shared Dashboards shares the dashboard (structure and data) with all who can access the view. Email allows you to forward a PDF containing dashboard data. For more information on sharing dashboards, see https://analyticsacademy.withgoogle.com/course01/unit?unitz5&lessonz6 at 6:30 into the video.

Question 64

Which custom report types can you create in Google Analytics?

1. Explorer
2. Map Overlay
3. Flow
4. Flat Table

Answer 64

Explorer, Map,

Overlay and

Flat Table.

In addition to the default Explorer type, you can create custom reports in the Flat Table or Map Overlay format. For more information, see https://analyticsacademy_withgoogle.com/course01/unit?unitz5&lessonz6 at 1:50.

Question 65

Which of the following statements about custom reports are true?

1. At least one dimension
2. At least one metric
3. At least one filter
4. At least two report tabs

Answer 65

At least one dimension At least one metric

While you can add filters and multiple tabs to a custom report, the only requirement is at least one dimension and one metric (and a report title). For more information, see https://analyticsacademy_withgoogle.com/course01/unit?unitz5&lessonz6 at 1:15 into the video.

Question 66

Even though you can combine Standard and Real-Time widgets in the same dashboard, the date range applied to the dashboard will not affect Real-Time widgets.

1. True
2. False

Answer 66

True You can combine Standard and Real-Time widgets in the same dashboard, but the date range does not apply to the Real-Time widgets. For more information, see https://analyticsacademy_withgoogle.com/course01/unit?unitz5&lessonz6 at 6:10 into the video.

Question 67

Which of the following steps are either required for implementing the Demographics and Interests reports in Google Analytics?

1. Create a new Google Analytics account
2. Create a new Google Analytics property
3. Modify the Google Analytics tracking code
4. Update the privacy policy on your website

Answer 67

Modify the Google Analytics tracking code, and update the privacy policy on your website. The Demographics and Interests reports require some additional code in the Google Analytics tracking code.

Once the tracking code is updated, you can enable the reports from within the Google Analytics interface. When enabling the Demographics and Interests reports, you must also update your privacy policy. For further details, see “Enable Demographics and Interest Reports

Question 68

Which of the following are available as Interests reports?

1. Affinity Categories
2. Professional Interests
3. Purchase History
4. In-Market Segments

Answer 68

Affinity Categories In-Market Segments Affinity Categories and In-Market Segments appear as Interests reports.

Purchase History may correspond indirectly with In-Market Segments, but does not appear as a separately named report. Professional Interests does not appear as either a Demographics or Interests report.

Question 69

Which of the following code elements should not precede pageview tracking? 1. A virtual pageview

2. Initializing an Ecommerce transaction 3. Submitting an Ecommerce transaction 4. An event

Answer 69

initializing an Ecommerce transaction submitting an Ecommerce transaction

The Ecommerce methods ga(‘ecommerce_addTransaction’), ga(‘ecommerce_addltem’), and ga(‘ecommerce:send’) appear on the same page as ga(‘send’ ‘pageview’), they must not precede ga(‘send’, ‘pageview’) For more information, see https://analyticsacademy_withgoogle.com/course01/unit?unitz4&lessonz4 at 8:30 into the video.

Question 70

How would you determine which referring site has been generating greatest revenue?

1. Select Referrer as a secondary dimension in the Ecommerce Overview 2. Select Referrer as a secondary dimension in the Multi-Channel Funnels Overview
2. Select the Ecommerce metric group in the Referral Traffic report

Answer 70

Select the Ecommerce metric group in the Referral Traffic report

If you have included the Ecommerce tracking code on your site and enabled Ecommerce tracking in your view, Ecommerce data appears in many reports outside of the Ecommerce reports themselves. To view Ecommerce data for specific referrers, you can select the Ecommerce metric group in the Referral Traffic report. There is no secondary dimension drop-down available in the Ecommerce Overview report (or in any of the Overview reports). The Multi-Channel Funnels reports relate to goals rather than Ecommerce. For more information on metric groups, see https://analyticsacademy_withgoogle.com/courseol/unit?unitzä&lessonzl at 4:10 into the video.

Question 71

Which of the following types of information do the Ecommerce reports display?

1. Your sales revenue
2. Most popular products
3. Ecommerce purchase abandonment rate
4. New purchasers who have completed past purchases

Answer 71

Your sales revenue most popular products

The Ecommerce reports provide a wide range of data, including: the products purchased from your online store your sales revenue your Ecommerce conversion rate the number of times people visited your site before purchasing The reports do not display abandonment rate. This metric is available only within the Goal reports, and only for destination URL goals that have an associated funnel. Also, while the Ecommerce reports do indicate aggregated Days to Purchase and visits to Purchase for all visitors, they do not indicate purchases by the same visitor at different times, since Google Analytics does not track specific user activities across multiple visits.

Question 72

Which of the following statements about the placement of the Ecommerce tracking code is true?

1. You cannot include the Ecommerce code on the same page as page tracking code
2. If Ecommerce code appears on the same page as page tracking code, it has to precede page tracking and therefore is placed higher on the page
3. If Ecommerce code appears on the same page as page tracking code, it has to follow the page tracking and therefore be placed lower on the page

Answer 72

If Ecommerce code appears on the same page as page tracking code, it has to follow the page tracking and therefore be placed lower on the page If, as is usually the case, Ecommerce code appears on the same page as the call to trackPageview or ga(‘send’ ‘pageview’) that is part ot the regular tracking code in Google Analytics Classic and Universal respectively, the Ecommerce code must occur after page tracking, not before page tracking. For this reason, Ecommerce code must be placed lower in the page than the regular tracking code. For more information on Ecommerce setup, see https://analyticsacademy_withgoogle.com/course01/unit?unitz4&lessonz4 at 8:30 into the video.

Question 73

What does the call to the addTrans or ga(‘ecommerce_addTransaction’) method do?

1. Initially configure an Ecommerce transaction
2. Submit an Ecommerce transaction
3. Add Ecommerce transactions from previous visits to the current visit
4. Record how many transactions have occurred in a single session

Answer 73

The call to addTrans in Google Analytics Classic or ga(‘ecommerce_addTransaction’) in Google Analytics Universal configures an Ecommerce transaction to which ga(‘ecommerce_addltem’) adds specific items (one or more times) and that the call to trackTrans or ga(‘ecommerce_send’) finally submits. The arguments to addTrans provide details about the transaction, for example: order/transactlon ID, total order amount, tax, and shipping. For more information on Ecommerce code, see https://developers_google.com/analytics/devguides/collection/analyticsjs/ecommerce

Question 74

Which of the following allows more accurate time reporting for sites which make extensive use of Flash, Ajax or other interactive technologies?

1. Virtual pageviews
2. Custom variables
3. Event tracking
4. Referencing a specialized version of ga_js within your tracking code

Answer 74

Virtual pageviews

Event tracking

Virtual page views, and event tracking are the two ways in which websites that make extensive use of Flash, Ajax or other interactive technologies can more accurately track time spent on pages and the site. Virtual pageviews and events are generated with timestamps, which Google Analytics can compare with the timestamp of the original page load to calculate time on page, at least partially. Without virtual pageviews or events, time on page would be calculated only when another page is accessed which may not happen frequently if the page is designed to allow rich user interaction without additional page loads. Please see https://analyticsacademy_withgoogle.com/course01/unit?unitz3&lessonz2 at 3:50 into the video.

Question 75

Which of the following is the method that you can use to create a virtual pageview?

1. trackVirtual or ga(‘send’ , ‘virtual’)
2. virtualPageview or ga(‘send’ , ‘virtualPageview’)
3. trackEvent or ga(‘send’ ‘event’)
4. trackPageview or ga(‘send’ , ‘pageview’)

Answer 75

trackPageview or ga(‘send’ , ‘pageview’)

The difference for virtual pageviews, however, is the argument that you provide. In the regular tracking code, trackPageview implicitly uses the URL (or the “request URL”) of the current page as the argument. For a virtual pageview, you need to provide an argument to stand in for the request URL, as in the following Classic and Universal examples: _gaq.push(C’ trackpageview’, ‘ companyPDF ‘ ) ) ‘ send ‘ catalog’) trackEvent is used to generate events rather than virtual pageviews. trackVirtuaI and virtualPageview are not Google Analytics methods.

Question 76

Where can you find virtual pageviews in Google Analytics reporting?

1. Behavior Pages
2. Behavior Virtual Pages
3. Audience Virtual

Answer 76

Behavior Pages

It’s a good idea to adopt a clear and consistent naming convention for your virtual pageviews to facilitate sorting and filtering.

You might, for example, group virtual pageviews into categories by assigning them to a virtual subdirectory, as in /pdts/summer-catalog. Virtual pageviews appear along with standard pageviews in all content reports.

To completely separate them, you can create duplicate views and apply Include or Exclude filters based on request URL, since the argument that you pass to track

Pageview or for a virtual pageview takes the place of the page’s request URL for a standard pageview. There’s no technical reason to limit the number of different arguments that you pass to track Pageview or in generating virtual pageviews or to avoid using both virtual pageviews and event tracking for different types of actions on the same website.

Question 77

Which of the following is NOT an argument of the trackEvent or ga(‘send’ ‘event’) method?

1. Value
2. Label
3. Format
4. Action

Answer 77

Format

The track Event method in Google Analytics Classic and ga(‘send’ ‘event’) method in Google Analytics Universal can take up to five arguments. Category and Action are required - Label, Value, and Non-interactlon are optional. As a note, when Non-interaction is set to true, the event will not be used for bounce rate calculation. When not specified, Non-interaction defaults to false (which means that Google Analytics does consider the event to be a user interaction, and will therefore use the event to lower bounce rate). As an example, for a popup that appears automatically after 15 seconds on the page, you could specify a corresponding event as non-interaction. For more information on event tracking, see https://developers_google.com/analytics/devguides/collection/analyticsjs/events

Question 78

Of the arguments to trackEvent or ga(‘send’ ‘event’), which are optional?

1. Category
2. Label
3. Action
4. Value

Answer 78

Label, Value

Category and Action are required arguments for trackEvent in Google Analytics Classic or ga(‘send’ ‘event’) in Google Analytics Universal. Label, Value, and Non-interaction are optional arguments. For more information on event tracking, see https://developers_google.com/analytics/devguides/collection/analyticsjs/events

Question 79

How do you assign a value to an event?

1. Use the optional Value argument for trackEvent or ga(‘send’ ‘event’)
2. Use the goal value that is generated after the event occurs
3. Use the Ecommerce revenue that is generated after the event occurs

Answer 79

Use the optional Value argument for trackEvent or ga(‘send’ ‘event’)

You can directly assign a value to an event by passing an optional value argument for trackEvent or ga(‘send’ ‘event’). The recorded event values are used to calculate the Event. Value and Average Value metrics that appear in the Event reports. For more information on event tracking, see https://developers_google.com/analytics/devguides/collection/analyticsjs/events

Question 80

What is the maximum number of events that Google Analytics can track per visit?

1. 100
2. 250
3. 500
4. 1000

Answer 80

500

Google Analytics tracks a maximum of 500 events per session (so it’s best to avoid tracking highly repetitive events such as mouse movements). This limitation on events is part of the general limit of 500 overall requests, or “hits”, to Google Analytics per session. Hits include pageviews, events, Ecommerce transactions, and social actions.

Question 81

Which of the following elements are included in the Google Analytics event tracking model?

1. Value, category, action
2. Label, index, category
3. Action, label, request URL
4. Request URL, label, index

Answer 81

value, category, action

There are five elements included in the event tracking model: category and action are required; label, value, and the non-interaction flag are optional. When you are configuring your events, you pass these elements as arguments to the trackEvent method- trackEvent(category, action, opt label, opt value, opt noninteraction) Or as implemented. trackEvent( ‘ pdfs ‘ down load ‘ company-description false) Note that you can pass any value as any of these arguments, so it’s important to maintain a clear and consistent naming convention for all event tracking.

As a note, when Non-interaction is set to true, the event will not be used for bounce rate calculation. (This is suitable for an event that occurs automatically within the web page, such as a timed popup.) When not specified, Non-interaction defaults to false (which means that Google Analytics does consider the event to be a user interaction and will therefore use the event to lower bounce rate). You can pass the same arguments to ga(‘send’ ‘event’), the Google Analytics Universal equivalentot trackEvent.

Question 82

What is the purpose of creating a virtual pageview?

1. To track a visitor activity for which Google Analytics does not allow you to generate an event
2. To assign a specific value to a visitor activity
3. To track certain activity separately from the standard Behavior reports
4. To track a visitor activity that does not generate a regular pageview

Answer 82

To track a visitor activity that does not generate a regular pageview

The basic Google Analytics model of tracking pageviews doesn’t capture on-page interactions such as file downloads or game plays, since they do not cause a Web page load in the browser and do not therefore generate regular pagevlews. In order to track this activity, you can use either virtual pageviews or event tracking. A virtual pageview is the more basic of the two options, allowing only a single argument (as below), which appears with the Behavior reports along with the request URLs for regular pagevlews:

Question 83

During your checkout process, the request URL of the page does not change for the last 2 steps. Which of the following is the recommended way to distinguish between these steps in Google Analytics?

1. On each step, call trackPageview’, ‘/checkout/step-x’)) or
2. On each step, call link’, ‘/checkout/step-x’)) or
3. On each step, call setAllowLinker’, ‘/checkout/step-x’)) or ga(‘send’ ‘allowLinker’,’/checkout/step-x’)
4. On each step, call trackEvent, ‘/checkout/step-x’)) or ga(‘send’ ‘event’,’/checkout/step-x’)

Answer 83

Because the request URL or URL, does not change during the checkout process, the Google Analytics tracking code does not execute and does not generate new pageviews.

To track each step separately, you could create a virtual pageview for each one by calling trackPageview or with any text string as the request URI argument. You could use events instead of virtual pageviews in this case, but the syntax for trackEvent above is not correct (since a minimum of two arguments are required after trackEvent). You can use either virtual pageviews or events to track: Flash, Ajax, HTML5 and jQuery interactions; file downloads; outbound links; email links; and any other type ot activity that does not update the page URL but that needs to be measured

Question 84

If the three separate screens of your checkout process dont correspond with separate URLs (that is, the screen changes but the page URL does not), which method could you call with each screen update to enable a tunnel and goal for the checkout?

1. trackEvent or ga(‘send’ ‘event’)
2. trackPageview or ga(‘send’ , ‘pageview’)
3. addTrans or ga(‘ecommerce_addTransaction’)
4. trackTrans or ga(‘ecommerce:send’)

Answer 84

trackPageview or ga(‘send’ , ‘pageview’)

Since the three screens dont appear under separate URLs and therefore do not generate pageviews by default, you can call trackpageview or to create a virtual pageview for each step in the checkout process and define your tunnel steps and your destination URL based on these virtual pageviews. You could use trackEvent to create an event on which to base your goal, but you can define funnel steps based only on the request URLS of actual or virtual pageviews. For this reason, trackEvent would not be an option for tunnel steps.

Question 85

Which Google Analytics method would be most suitable for determining which of the buttons on a page receives more clicks?

1. trackPageview or ga(‘send’ , ‘pageview’)
2. trackEvent or ga(‘send’ ‘event’)
3. link or ga(‘require’, ‘linker’);
4. linkayPost or linkUrl);

Answer 85

2. trackEvent or ga(‘send’ ‘event’) .

To record actions that do not generate an actual pageview, you can call trackPageview or to generate a virtual pageview, or you can call trackEvent or ga(‘send’ ‘event’) to generate an event.

In this case, an event is more suitable, since a button click equates more closely to an event than to a pageview. (Accessing a PDF on the other hand, may equate more closely to a pageview than to an event, so you may want to code this type of action as a virtual pageview.)

Question 86

Which of the following is required for event tracking in Google Analytics?

1. Enable event tracking within your view settings
2. Modify the tracking code on each page
3. Add event tracking code to each action that you want to track
4. All of the above

Answer 86

Add event tracking code to each action that you want to track

To generate event data in Google Analytics, you must add special code to the actions that you want to track as events. For more information, see https://analyticsacademy_withgoogle.com/course01/unit?unitz5&lessonz5 at 2:40 into the video.

Question 87

Which of the following types of goals can you set up in Google Analytics?

1. pageview of a specific URL
2. visit duration
3. pages per visit
4. Google Analytics event

Answer 87

Pageview of a specific URL visit duration pages per visit Google Analytics event

Of the four goal types available in Google Analytics, URL Destination is the most common. Visit Duration and Pages,’Visit, sometimes referred to as “engagement” goals, are two other goal types. You can also base a goal on any Google Analytics event that you have coded into your website. For more information, see https://analyticsacademy_withgoogle.com/course01/unit?unitz4&lessonz4 at 2:00 into the video.

Question 88

What is a funnel?

1. A funnel shows specific pages that visitors have accessed before completing a URL destination goal
2. A funnel shows all pages that visitors have accessed before completing a URL Destination goal
3. A funnel shows all pages that visitors have accessed before completing a goal of any type
4. A funnel represents a series ot goal completions

Answer 88

A funnel shows all pages that visitors have accessed before completing a URL Destination goal

For each URL Destination goal that you define, you can also define a funnel. A funnel is the set of steps, or pages, that you expect visitors to access on their way to completing the converson (although these steps do not have to be completed in an exact sequence to count towards the funnel). A funnel helps you isolate drop-off points in goal completion. Funnels are not available for the Visit Duration, Pages, ‘Visit, or Event goal types. To view all pages that visitors have accessed before completing a URL Destination goal, you can access the Reverse Goal Path report.

Question 89

Which of the following does a funnel enable you to do?

1. Examine where visitors enter your conversion process
2. Examine where visitors abandon your conversion process
3. Identify the keywords that are driving the most conversions
4. Identify the landing pages that are driving the most conversions

Answer 89

Examine where visitors enter your conversion process & Examine where visitors abandon your conversion process. Defining a funnel is valuable because it allows you to see where visitors enter and exit your defined conversion process.

Identifying drop-off points in your funnel can be particularly valuable in conversion optimization, that is, getting more visitors to complete your goal.

Goal funnels are not directly related to keywords or landing pages.

For more information on goal funnels, see https://analyticsacademy_withgoogle.com/course01/unit?unitz4&lessonz4 at 6:50 into the video.

Question 90

If you wish to create a Destination goal for a purchase which of the following pages would be the most appropiate as the goal URL?

1. Landing page
2. Purchase form
3. Payment form
4. Receipt page

Answer 90

Receipt page

Your destination goal should correspond to a page that the visitor sees after completing the conversion rather than the page on which the conversion action takes place. A receipt page or a submisson thank-you page is usually more suitable as a goal destination URL than the page that contains the purchase or signup form. For more information on Destination goals, see https://analyticsacademy_withgoogle.com/course01/unit?unitz4&lessonz4 at 3:45 into the video.

Question 91

Which of the following is NOT a listed match type option for a Destination goal?

1. Begins With
2. Partial
3. Equals to
4. Regular expression

Answer 91

Partial

The match type defines how Google Analytics will match a pageview URL to the URL value that you provide for your goal URL (and funnel steps)

Equals to” (also referred to as “exact match”) is the default. While “Partial match” is not a specific option, you can use “begins with” (also referred to as “head match”) or “Regular expresson” for greater flexibillty in matching pageview URLs to your goal and funnel URLs. For more information on goal match types, see https://analyticsacademy_withgoogle.com/course01/unit?unitz4&lessonz4 at 4:10 into the video.

Question 92

Which of the following goal types are sometimes referred to as “engagement” or “threshold” goals?

1. URL Destination
2. Visit Duration
3. Pages,’Visit
4. Event

Answer 92

Visit Duration

Pages,’Visit

Visit Duration and Pages,’Visit are often referred to as “engagement” or “threshold” goals exactly because they identify specific thresholds for engagement — how long a visitor stayed on the site or how many pages the visitor viewed rather than a specific goal URL that the visitor reached or an event that the visitor generated

Question 93

Which of the following are shown in the Funnel Visualization report?

1. Where visitors enter the funnel
2. Where visitors leave the funnel
3. How long visitors spend at each stage of the funnel

Answer 93

Where visitors enter the funnel Where visitors leave the funnel The left side of the Funnel Visualization report shows the steps at which visitors enter the funnel (unless you checked First Step Required when setting up the funnel, in which case only first-step entries are shown). The right side of the report shows where visitors leave the funnel. The middle of the funnel shows visitors who progress down through the tunnel steps towards the goal URL.

To view a sample Funnel Visualization report, visit http://blog_kissmetrics.com/conversion-tunnel-survival-guide/

Question 94

In the Funnel visualization report, which of the following denotes that a visitor has entered the site through a funnel step?

1. (landing)
2. (page 1)
3. (entrance)
4. (first)

Answer 94

3. (entrance)

In the Funnel Visualization report, (entrance) represents the number of times that the tunnel step served as a landing page. To view a sample Funnel Visualization report, visit http://blog_kissmetrics.com/conversion-tunnel-survival-guide/

Question 95

Which report indicates where a visitor went after exiting a funnel step?

1. Exit pages
2. Goal URL’s
3. Reverse Goal Path
4. Funnel Visualization

Answer 95

Funnel Visualization

The small tables to the right of each step in the Funnel Visualization report show how visitors abandoned the funnel. For each step, you can see the pages that visitors went to; (exit) means that the visitor not only abandoned the funnel but also left your site. To view a sample Funnel Visualization report, visit http://blog_kissmetrics.com/conversion-tunnel-survival-guide/

Question 96

Which metrics are displayed if you select Goal Set 1 as the metric group in the Referral Traffic report?

1. Per Visit Goal Value
2. Conversion Rates for each goal in the goal set
3. Goal Completions for each goal in the goal set
4. Goal Abandonment Rates for each goal in the goal set

Answer 96

Conversion Rates for each goal in the goal set

Per Visit Goal Value in applicable reports, the Goal Set 1 metric group displays Per Visit Goal Value (based on the total value of all goals completed during a visit) and the Conversion Rate for each goal in the goal set. For more information on metric groups, see https://analyticsacademy_withgoogle.com/courseol/unit?unitzä&lessonzl at 4:10 into the video.

Question 97

What is the difference between Per Visit Value and Per Visit Goal Value?

1. Per Visit Value is calculated using Ecommerce revenue. Per Visit Goal Value is calculated using static goal values
2. Per Visit Value is calculated using Ecommerce revenue only. Per Visit Goal Value is calculated using Ecommerce revenue and static goal values
3. Per visit value is calculated using static goal values and Ecommerce revenue. Per Visit Goal Value is calculated using static goal values only
4. There is no difference

Answer 97

Per Visit Value is calculated using Ecommerce revenue. Per Visit Goal Value is calculated using static goal values Per Visit Value is calculated using Ecommerce revenue, while Per Visit Goal Value is calculated using static goal values. As a note, these metrics do not appear directly in the Conversion and Ecommerce reports but rather in the Goal Set 1 (2, 3, or 4) and Ecommerce metric groups in many other reports, such as AII Traffic. Unlike Per Visit Value and Visit Goal Value the Page Value metric that appears in the pages report is based on the sum of Ecommerce revenue and goal value tracked in the view, and not on either of them individually. Several AdWords metrics, such as ROI, are also based on the sum of Ecommerce revenue and goal value. For more information on metric groups, see https://analyticsacademy_withgoogle.com/courseol/unit?unitzä&lessonzl at 4:10 into the video.

Question 98

What does ranking your pages from high to low by Page Value tell you about your site?

1. Which of your pages has the highest number of pageviews per visit
2. Which of your pages has the highest average time on page
3. Which of your pages is most profitable
4. Which of your pages most frequently serve as the landing page in visits that include transactions

Answer 98

Which of your pages is most profitable The Page Value metric that appears in the Pages report allows you to identify the pages that have the most impact on completed goal value and Ecommerce revenue. The order in which the page appears in the visit does not affect Page Value, provided that at least one pageview occurred before the goal conversion or Ecommerce transaction. Page value calculations do not therefore consider landing pages differently from other pages viewed during a session.

Question 99

What information can be obtained from the Funnel Visualization report?

1. Where visitors go once they have abandoned the site
2. URLs for all site exit pages
3. At which stage visitors drop out of the conversion process
4. Individual conversion paths by visitor

Answer 99

At which stage visitors drop out of the conversion process The Funnel Visualization report shows specifically how visitors navigate through a goal tunnel. The report indicates how many visitors enter the tunnel (at each step, unless you mark the first step as mandatory), how many visitors abandon the funnel at each step and where (within the site) they go, and how many progress through each step ot the tunnel. You can define a URL Destination goal with or without a funnel, but each funnel must be associated with a URL Destination goal. The Funnel Visualization report is similar to the Goal Flow report in displaying entry and drop-off points in tunnels.

Question 100

How do you configure a URL Destination goal?

1. Specify a request URI as a goal page
2. Drag the goal page onto the dashboard
3. Add the conversion ID to the tracking code on the goal page
4. Add the Ecommerce code to the goal page

Answer 100

Specify a request URI as a goal page

To define a URL Destination goal, create a goal with Destination as the goal type and the request URI of your goal page (such as /receipt or /thank-you_htm) as the Goal URL. You do not need to include additional code on the goal URL page. You do need to include additional code if you want to enable Ecommerce tracking, but goal tracking and Ecommerce tracking are separate objectlves (although you track goal completlons and Ecommerce transactlons on a single page). For more information about Destination goal setup, see https://analyticsacademy_withgoogle.com/course01/unit?unitz4&lessonz4 at 2.10 into the video.

Question 101

What is the maximum number of goals that you can create per Google Analytics view?

Answer 101

you can create up to 20 goals per view. To track more then 20 goals, ceate an additional view for that site.

Question 102

While visiting your website, a customer purchases an item to be delivered to his home address and then, during the same visit, purchases a separate item to be delivered to a different address.

The URL of the receipt page is identical in both cases. You have goal tracking as well as Ecommerce tracking configured for the purchases.

How many goal completions and Ecommerce transactions Will Google Analytics record for the two purchases?

1. 1 goal completion,

1 Ecommerce transaction

2. 2 goal completions, 1 Ecommerce transaction
3. 1 goal completion, 2 Ecommerce transactions
4. 2 goal completlons, 2 Ecommerce transactions

Answer 102

3. 1 goal completion, 2 Ecommerce transactions

Because a visitor can “convert” only once per visit (per goal), Google Analytics would recognize only the first purchase as a goal completion. Conversely, because Ecommerce is measured in terms of individual purchases and not conversions, Google Analytics would include both purchases in the Ecommerce reports.

Question 103

Which of the following could prevent the recording of URL Destination goal conversions?

1. No goal funnel has been defined
2. The goal URL does not account for rewrite filters applied to the view
3. The match type is incorrect
4. No goal value has been set

Answer 103

The goal URL does not account for rewrite filters applied to the view

The match type is incorrect

The page that you specify for your goal URL will match the final form of a request URL after Google Analytics view settings and filters are applied. For instance, if your view filter rewrites of the URL of a confirmation page from /page.aspx?id=324 to /thank-you, you must specify a corresponding Goal URL as /thank-you and not /page.aspx?id=324.You must also specify the appropriate match type for your Goal URL. If your receipt pages have URLs as /reciept.php?order=23269 and you specify your Goal URL as /receipt.php but select “Equals to” instead of “Begins with”, Google Analytics will not record any completions for this goal. Goal value and goal funnels are optional.

Question 104

Which of the following goals can you define in Google Analytics?

1. A visitor reaches a specific URL
2. A visitor spends no more than a specific amount of time on your site
3. A visitor views no more than a specific number of pages on your site
4. A visitor generates an event with a specific value

Answer 104

A visitor generates an event with a specific value

You can specify an exact URL or event value for your goals, but the time-on-site and pages visit goals specify minimums only. That is, you can configure a goal for at least 5 pageviews or 5 minutes on your site, but not exactly matching 5 pageviews or 5 minutes on your site. For more information on goal types, see https://analyticsacademy_withgoogle.com/course01/unit?unitz4&lessonz4 at 1:55 into the video.

Question 105

You have defined a Destination URL goal which begins with as the match type, such that three different pages on your site can match the destination URL. If a visitor views two of those pages during a visit, how many goal completions Will Google Analytics record?

Answer 105

For a given goal, a visitor can convert only one time during a single visit. If you have defined your goal broadly enough to match several different pages or events, Google Analytics will record only a single goal completion for that goal during a single session, even if the visitor’s actions have matched the goal several times during the visit. If you had instead set up the three pages with their own goal each, Google Analytics would have recorded a separate goal completion for each of the two goal pages that the visitor viewed.

Question 106

How could you view the percentage of visits during which the visitor clicks a specific link on a specific page?

1. Set up a goal for the page that the link goes to
2. Track the link click as a virtual pageview
3. Track the link click as an event and set up a corresponding goal
4. You dont need special configuration for this; Google Analytics will present this data by default

Answer 106

3. Track the link click as an event and set up a corresponding goal

To view the percentage of visits during which the link was clicked, you could

1) code the link to generate an event
2) set up a goal based on that event. The conversion rate for that goal would then represent the percentage of visits during which the link was clicked. You could potentially opt to track a click on a specific link as a virtual pageview instead of as an event, but you’d still need to set up goal to view the percentage of visits that included this link click. Note that, for the stated objective, it would not suffice to set up a goal based the page that the link points to, since other links on the website could point to the same page.

Question 107

Which report shows the paths through your website that led to all goals that you have set up?

1. Goal URLS
2. Goal Flow
3. Funnel Visualization
4. Reverse Goal Path

Answer 107

Reverse Goal Path

The Reverse Goal Path report shows the actual path that visitors took before completing a Destination URL or Event goal. The Funnel Visualization and Goal Flow reports show click path data only for Destination URL goals for which you have defined funnels. You can use recurrent click path patterns that you observe in the Reverse Goal Path report as models for your tunnels, which you can then track in the Funnel Visualization and Goal Flow reports.

Question 108

For which goal types is the Goal URLs report most relevant?

1. Destination URL goals defined with the Equals To match type
2. Destination URL goals defined with the begins with match type
3. Destination URL goals defined with the Regular Expression match type
4. Event goals

Answer 108

Destination URL goals defined with the begins with match type Destination URL goals defined with the Regular Expression match type

The Goal URLs report displays the actual URLs that matched the goal definition for a completion. If you set up a Destination URL goal with Begins with or Regular Expression match type, multiple URL variations can count towards the same goal

Question 109

How can you assign a monetary value to non-Ecommerce conversions?

1. Enable Autotagging in AdWords
2. Specify a goal value when configuring your goals
3. Enable Ecommerce in your view settings without including the
4. Ecommerce code on your site
5. None of the above

Answer 109

Specify a goal value when configuring your goals

You can assign a monetary value to non-Ecommerce transactions (such as lead submissions) by specifying setting up a corresponding goal and specifying a goal value. You could conceivably set up Ecommerce tracking even for non-monetary interactions, but you would still need to add the Ecommerce tracking code to your site in this case. Ecommerce and goal tracking are independent of traffic sources such as AdWords (although Ecommerce revenue and goal value are used to calculate AdWords metrics such as ROI and Margin). For more information, see https://analyticsacademy_withgoogle.com/course01/unit?unitz4&lessonz4 at 5:55 into the video.

Question 110

Which of the following could you track as a goal in Google Analytics?

1. A view of a confirmation page for a Contact Us form
2. A visit that lasts no more than two minutes
3. A visit that includes no more than five pageviews
4. A video play for which you’re generating a Google Analytics event

Answer 110

A view of a confirmation page for a Contact Us form

A video play for which you’re generating a Google Analytics event

You could define the Contact Us confirmation page as a Destination URL goal and the video play as an Event Goal. Duration goals and Pages/Screens per Visit goals are defined in terms of minimum (not maximum) thresholds, such that you could create goals for visits that lasted at least two minutes or included at least five pageviews. For more information, see https://analyticsacademy_withgoogle.com/course01/unit?unitz4&lessonz4 at 2.10 into the video.

Question 111

Within Google Tag Manager, each website corresponds to.

1. an account
2. a container
3. a tag
4. a rule

Answer 111

A container

In Google Tag Manager, you generally create a container tor each website (or app)_ The container is a small piece ot code that you include on each page of your website. Once this code is on your website, you can add tags (such as a Google Analytics tag) to the container through the Google Tag Manager interface, thereby deploying the tag to your website. You can apply rules to your tag to determine the pages on which the tag will be active. A Google Tag Manager account can contain one or more containers.

Question 112

Which of the following statements about Google Analytics and Google Tag Manager are true?

1. Google Tag Manager allows you to deploy Google Analytics on all pages of your website.
2. The Google Tag Manager code replaces the Google Analytics code.
3. Google Analytics can’t be used With other tag management systems.
4. In Google Tag Manager, you can deploy tags other than Google Analytics_

Answer 112

Google Tag Manager allows you to deploy Google Analytics on all pages ot your website. The Google Tag Manager code replaces the Google Analytics code. In Google Tag Manager, you can deploy tags other than Google Analytics_ The Google Tag Manager code is designed to replace the direct inclusion ot the Google Analytics code and any other marketing and analytics codes on your site. Once the Google Tag Manager container code is in place, you deploy the marketing and analytics codes as tags in the Google Tag Manager interface and not as hard-coded changes to your page code. Google Tag Manager is one of many tag management systems that allow you to implement Google Analytics on your website.

Question 113

If you’re using Google Tag Manager, you should generally set up one account for:

1. Your organization
2. Every website within your organization that you’re tracking
3. Every Google Analytics view
4. Every Google Analytics user Who has Edit rights

Answer 113

Your organization

You should generally set up a single Google Tag Manager account to your organization. Within Google Tag Manager, you can create a separate container for each website you want to track_ (In this way, a container in Google Tag Manager corresponds With a property in Google Analytics) For an overview ot Google Tag Manager, see https://support_google_comnagmanager/answer/2574305?hlzen

Question 114

Which types of Intelligence Alerts can Google Analytics generate?

1. Daily
2. Automatic
3. Quarterly
4. Custom

Answer 114

Daily

Automatic Custom Google Analytics generates automatic Intelligence Alerts at daily, weekly, and monthly intervals. You can configure custom Intelligence Alerts for the same time periods_

Question 115

Which of the following points would normally be among your technical considerations for a measurement plan?

1. If your site uses responsive design for mobile
2. redirect to mobile-only pages If your URLs need to be modified or consolidated
3. Which referrers might be sending the most traffic
4. you need to track across multiple domains

Answer 115

1. If your site uses responsive design tor mobile.

Redirect to mobile-only pages if your URLs need to be modified or consolidated it you need to track across multiple domainsURLs, cross-domain tracking, and mobile response should all be considered as you’re evaluating your technical environment betore implementation_ Another technical consideration would be the types ot actions (such as JQuery, Ajax, or video interactions) that would not generate a pagevlew and that you’d need to capture as events or virtual pagevlews_ Reterral traffic will be calculated correctly by default in Google Analytics, so this does not have to be a primary consideration tor measurement planning.

Question 116

Which stages of measurement planning and implementation should occur betore you create your implementation plan?

1. Define KPI’s
2. Document technical intrastructure
3. Set up goals and Ecommerce
4. Create a view to which no customized settings or filters Will be applied

Answer 116

Define KPI’s

Document technical intrastructure

It’s recommended to define your websites KPIs (key performance indicators) and document your technical intrastructure and needs before you formulate your implementation plan. Ecommerce tracking code would be set up as part of implementation, and goals could even be configured, in a sense, after implementation and more in the configuration Phase since goal tracking does not require special coding_ Similarly, creating an unfiltered profile might be considered part of implementation or configuration; you would do this, in any case after the Phase of implementation planning. For more information, see https://analyticsacademy_withgoogle.com/course01/unit?unitz2&lessonz4 at 1:15 into the video.

Question 117

Which of the following elements would not be considered as part of your overall implementation plan?

1. How you’ll track bounce rate or other sites that refer traffic to yours
2. Campaign tagging
3. Filters that you’ll need to apply to generate different views
4. Dashboards and custom reports that you’ll need

Answer 117

How you’ll track bounce rate of other sites that refer traffic to yours

While you do need to consider campaign tagging for traffic (such as clickthroughs from an email client or paid search) that would otherwise be recorded ambiguously (as direct and organic, for the two examples cited), Google Analytics automatically calculates bounce rate for all traffic sources, so you would not need to consider bounce rate as part of your implementation plan.

View filters, dashboards, and custom reports can also be considered as part ot your implementation plan.

For more information on implementation planning, see https://analyticsacademy_withgoogle.com/course01/unit?unitz2&lessonz4 at 7:50 into the video.

Question 118

Which is the recommended first step an overall Google Analytics implementation?

1. create an implementation plan
2. Articulate business objectives
3. Include the tracking code on all pages
4. Document your existing technical intrastructure

Answer 118

Articulate business objectives The recommended first step for a Google Analytics implementation is to identity the business objectives to the website or app that you’re tracking_ Once that is completed, the next recommended steps are to document your technical intrastructure, create a technical implementation plan (for the tracking code, properties and Views, Ecommerce, etc.), and finally execute the implementatlon plan. Ongoing maintenance and refinement can be considered a final step in the planning and implementation process_ For more information, see https://analyticsacademy_withgoogle.com/course01/unit?unitz2&lessonz4 at 2:45 into the video.

Question 119

Which of the following aspects ot your website are important to consider as you document your technical intrastructure as part ot your measurement plan?

1. Query string parameters
2. Server redirects
3. back-end database
4. Mobile/responsive design

Answer 119

Query string parameters Server redirects Mobile/responsive design

Question 120

Which of the following aspects of your website are important to consider as you document your technical infrastructure as part ot your measurement plan?

1. Website host
2. Domain name registrer
3. Flash and AJAX
4. Multiple subdomains

Answer 120

Flash and AJAX Multiple subdomains

Question 121

After you document your business objectives and identity key strategies and tactics, which additional aspects of your measurement plan do you need to establish?

1. Segments
2. Targets
3. Supported Browsers

Answer 121

1 Segments and 2. Targets

The Digital Analytics Fundamentals course at Analytics Academy lists the follwing views steps for the measurement Phase of your digital analytics measurement and implementation plan.

1. Document business objectives
2. Identity strategies and tactics
3. Choose KPIs
4. Choose segments
5. Choose targets For more information

Question 122

For which type of website would the overall strategy include engagement and frequent visitation?

1. Ecommerce
2. Lead generation
3. Content publishing
4. Support

Answer 122

Content publishing

Engagement and frequent visitation would be part of the strategy for a content publisher. Engagement would also be a specific part of the strategy for a brand awareness website. Note that individual websites can have multiple purposes and therefore need a combination of strategies.

Question 123

Which aspects of Google Analytics should you consider as part of your implementation plan?

1. Conversion rate targets
2. Page tagging
3. Ecommerce 4.AdWords/campaign tracking

Answer 123

Page tagging,

Ecommerce AdWords/campaign tracking in your Google Analytics implementation plan, you should consider:

• basic page tagging
• goals and Ecommerce view filters/settings
• campaign tracking and AdWords linking
• custom reports and dashboards

Targets for your KPIs would normally be included in an early Phase or measurement planning and not in the implementation plan itself

Question 124

Which Google Analytics feature can you use to monitor when daily visits trom a specific campaign increase?

1. Real -Time
2. Annotations
3. Events
4. Intelligence

Answer 124

Intelligence

within Google Analytics Intelligence Events, you can configure a Custom Alert to signal a daily, weekly, or monthly change in a metric (such as visits, bounce rate, or revenue) for a specific dimension value (such as a campaign, a device type, or a geographical location). You have the option of sending out a direct notificatlon, by either email or text message, when a Custom Alert is triggered