Web Analytics (Exam 2)

Question 1

___ are used to
describe data, while ___ are used to measure data

Answer 1

Dimensions, metrics

Question 2

___ are files that are exchanged between
a web browser and a server. They help distinguish
between users and track the difference between
repeat views and unique visitors, without collecting
any personal information such as names. These cookies
typically have a lifespan of 60 days, meaning that a
user will be considered unique during this period.

Answer 2

cookies

Question 3

a single visit or interaction by a user with a website or app

Answer 3

Session

Question 4

1. Measure website traffic against standards, guiding
   marketing strategies.
2. Assess the impact of marketing efforts on brand
   recognition.
3. Evaluate marketing campaign success.

Answer 4

Session metrics

Question 5

represents a unique individual that
interacts with a website
This metric does not always correctly determine
whether visits from multiple devices all originated from the same individual

Answer 5

user

Question 6

Those visitors who have never
visited a site in the past. Measure on how
effectively a marketing campaign has been
attracting new potential customers

Answer 6

New visitors

Question 7

Returning visitors is a measure of visitor’s

Answer 7

Loyalty

Question 8

allows for segmentation based on user
behaviors, which can reveal regional
differences in consumer interests across
product, price, place, and promotion

Answer 8

Geolocation

Question 9

Any action that shows a consumer
finds a brand’s communication interesting,
entertaining or informative

Answer 9

Engagement

Question 10

The number of
visitors who viewed only one page and then exited the
site.

Answer 10

Bounce rate

Question 11

Represent the various marketing pathways that direct consumers to your website (organic search, direct traffic, referral traffic, affiliate links, etc.

Answer 11

Acquisition Channels

Question 12

An advanced method that involves adding
specific parameters to standard URLs. This helps
marketers better track information about the source,
medium, and campaign of incoming website traffic

Answer 12

Tagged URL

Question 13

A relative metric in many cases. Marketers should look at trends, rather than focus on absolute numbers.

Answer 13

Session Duration

Question 14

Measures the amount of time
viewers spend on a single page. When a page is a
critical component of a brand strategy, this measure tells how effective the page in engaging users. Conversely, when a page has been flagged as having a poor user experience, tracking time spent on the page can indicate if the page is
confusing for visitors

Answer 14

Time on page

Question 15

Simple count of the number of times a page was viewed in a given time. It tracks the relative popularity of the page.

Answer 15

Page view

Question 16

Metric tracking how
many pages they view or actions they take
when on the site in total.

Answer 16

Pages per session

Question 17

Step-by-step process by which a consumer engages
with a brand, leading to a conversion.

Answer 17

Funnel Visualizations

Question 18

Dedicated pages designed for specific topics, often linked to a single campaign. These pages often have a focused message and a clear call to action to guide visitors toward the desired action

Answer 18

Landing pages

Question 19

Conversions / visitors

Answer 19

Conversion rates

Question 20

helps to understand which users return, what they do on the site and how
engaged they are.

Answer 20

User journey

Question 21

also highlights technical
issues. This is useful for two reasons: it
improves users experience and ensures the
site operates properly

Answer 21

Technology behavior

Question 22

measurement and
evaluation of traffic sources

Answer 22

Acquisition reporting

Question 23

examine bounce rate, total
sessions, conversions.

Answer 23

Interpreting data

Question 24

the rule, or set of rules, that determines how credit for sales and conversions is assigned to touchpoints in conversion paths

Answer 24

Attribution models

Question 25

all the credit for a conversion to the last interaction that the user had before making a purchase

Answer 25

Last click

Question 26

all the credit for a conversion to the first interaction that the user
had with a brand.

Answer 26

First click

Question 27

Equal credit to all touchpoints that a user had before making a conversion

Answer 27

Linear

Question 28

more credit to touchpoints that are closer in time to the
conversion

Answer 28

Time decay

Question 29

more credit to a user’s first and last interactions before making a conversion

Answer 29

Position-based

Question 30

rely solely on historical data and quantitative analysis to
determine how each touchpoint contributes to conversions

Answer 30

Data-driven