How can you add data to Google Analytics from

other sources? (select all that apply)

1.) Link your AdWords account to Google Analytics to import advertising data
2.) Use Cost Data Upload to import click and cost data from non-AdWords
campaigns
3.) Import a .csv file into Google Analytics to attach new dimensions to existing
dimensions

By default, an Analytics session ends when inactive for:

30 Minutes

During aggregation, Google Analytics:

Organizes the collected data within database tables

During data Processing, Google Analytics:

transforms the raw data from Collection using the Configuration settings

Each query sent to the Reporting API must specify: (select all that apply)
The start and end dates, which metrics to display, and the ID of the account
view that the data should be retrieved from.

Every metric may be combined with every dimension in Google Analytics.

False

Filters can modify the data in your Google Analytics reports by: (select all that
apply)
Including data, excluding data, and changing how data looks in reports

For mobile applications, Google Analytics will use the same Javascript
tracking code as websites. True or False?
False

Google Analytics Goals let you specify:

which interactions should be used to calculate conversions

Google Analytics is able to measure if a a user is a first time visitor or

___________
Repeat visitor

Google Analytics stores mobile app usage data locally on the device and sends
it to the Analytics account later using a batch process called:
Dispatching

How can you add data to Google Analytics from other sources? (select all that
apply)
1.) Link your AdWords account to Google Analytics to import advertising data
2.) Use Cost Data Upload to import click and cost data from non-AdWords
campaigns
3.) Import a .csv file into Google Analytics to attach new dimensions to existing
dimensions

How is Google Analytics able to determine if a group of website interactions

are all from the same user device?
By setting a unique ID for the device that is attached to each hit

If an app gets uninstalled and then reinstalled, Google Analytics will have to
create a new unique identifier on the device instead of matching the session
as coming from a returning user. True or False?
True

If the data for a report you request is stored in a standard aggregate table, it
will never be sampled in Google Analytics.
True

If you decrease the sample size for a report, more sessions will be used to
calculate the report and it will take longer to generate.
False

In order to distinguish between users on web pages, Google Analytics:

creates anonymous unique identifiers using first-party cookies

The measurement protocol can collect and send user activity data to Google
Analytics from any web-connected device, such as a ticket kiosk. True or
False?
True

Once your Google Analytics data has been processed...

It can not be changed.

The process Google Analytics uses to retrieve data from large, complex data
sets faster is called:
Sampling

Rather than using the random numbers that the tracking code creates, you
can override the unique ID with your own number. True or False.
True

The reporting APIs can be used to: (select all that apply)
Automate complex reporting tasks, retrieve Google Analytics data for use in
your own applications, and build your own dashboard with Google Analytics
data.

A session in Google Analytics consists of:

Interactions or hits from a specific user over a defined period of time

Similar to the JavaScript and mobile SDKs, you'll need to include a tracking
ID with each hit collected by the Measurement Protocol. True or False?
True

Third-party data may be joined with the Google Analytics data collected via
the tracking code. True or False?
True

To add external data to Google Analytics using the Data Import feature, you
must have:
a key that links the imported data with Google Analytics

The tracking code in Google Analytics: (select all that apply)

Connects data to your specific Google Analytics account, sends data back to
your Google Analytics account for reporting, and identifies new and returning
users

What are the four main parts of the Google Analytics platform?
Collection, Processing, Continuation, and Reporting

What are the two methods of importing external data into Google Analytics
using Dimension Widening? (select all that apply)
Using the API and uploading a spreadsheet or CSV file

What is the hierarchy of the Google Analytics data model?

Users > Sessions > Interactions

When Google Analytics processes data, one of the main tasks it completes is
organizing hits into:
Users and Sessions

Where does the Google Analytics tracking code belong?

Before the closing </head> tag in your HTML

Which of the following are configurations that permanently modify your data
during the processing stage? (select all that apply)
Channel groups, content groups, filters, and goals

Which of the following are "hit" types tracked by Google Analytics?

Page Views, Events, and Transactions

Which types of groups can you create in Google Analytics? (select all that
apply)
Channel groups and Content groups

You can adjust the sample size by: (select all that apply)
Adjusting a control in the reporting interface and specifying the sample size
when querying the API

You can retrieve Google Analytics reporting data through the following
methods: (select all that apply)
The Reporting Interface and an API

You should include Google Analytics tracking code on every page of a website
you want to track. True or False?
True

You want to create a report comparing the performance of pages on your site
and decide to use the following dimensions and metrics: Page Title, Avg. Visit
Duration, Goal 1 Conversion Rate. Which of the following statements is true
about this report?
Google Analytics will allow you to create this report, but the report does not
make sense since you chose to combine session-level metrics with the hit-level
dimension Page Title.
3 main ways to segment GA data
Profile filters belong to a long term segmentation strategy. The data collected in
a specific profile in the past cannot be changed or removed, so please be careful
when applying filters.
Advanced segments on the other hand, allow you to apply and remove
segments without removing data. They are considered less effective for long
term segmentation purposes.
Custom Variables can be used to define additional segments to apply to your
visitors other than the ones already provided by Analytics. It is a powerful
technique as it can be tailored to a website and its idiosyncrasies but, on the
downside, it depends on additional website codin

Can you undo GA profile filters?

No, so always keep a raw, unfiltered profile in your GA account.

Define metrics & dimensions

Metrics are measurements, while dimensions describe attributes like city,
source, or the browser used for the visit.

What report views are available?

Data, percentage, performance, comparision, term cloud, pivot.

What are regex expressions?

They are patterns used to match text. They can contain characters and metacharacters.

What are regex expressions used for?

They are used in GA to match or capture portions of a data field. They are most
useful in defining filters & tracking goals.

Regex meaning, dot .

Matches any single character

Regex meaning, backslash \

Escape the special meaning of metacharacters so that they will be treated as
normal characters.

Regex meaning, []
This is a character set or range. It will match one item in this character set.

Regex meaning, ?
Part of quantifiers and repetition metacharacters. Matches zero or one of the
previous item.

Regex meaning, +
Part of quantifiers and repetition metacharacters. Match one or more of the
previous item.

Regex meaning, *
Part of quantifiers and repetition metacharacters. Match zero or more of the
previous item.

Regex meaning, ()
Grouping metacharacters. Group and remember contents as an item.

Regex meaning, |
Grouping metacharacters. Either/Or

Regex meaning, ^
Anchor metacharacters. Start of a string

Regex meaning, $
Anchor metacharacters. End of a string.

Regex meaning, \d
Shorthand character classes. Match any number. This works the same way as
the regex [0-9]

Regex meaning, \s
Shorthand character classes. Match any whitespace

Regex meaning, \w
Shorthand character classes. Match any letter, number or underscore. Same as
the regex [A-Za-z0-9_]

What are common GA uses for regex?

Creating filters, setting up goals, tracking equivalent pages & filtering data
within the reporting interface.

What is a GA goal?
A website objective, like a page viewed by a visitor after they have completed a
desired action or a specified amount of time spent by a visitor on the website.

What are the 4 types of goals?

URL destination goal; Time on Site Goal; Pages/Visit Goal; Event Goal

What is a URL Destination Goal?

This goal triggers a conv. when a visitor views a specific page on your site, like
the TY for purchasing page.

What is a Time on Site Goal?

This goal triggers a conv. when a visitor spends more or less time on your site
than the threshold you have specified.

What is a Pages/Visitl?
This goal triggers a conv. when a visitor views more or fewer pages on your site
than the threshold you have specified.

What is an Event Goal?

This goal triggers a conv. when an event you have defined occurs.

What is a goal funnel?

A goal funnel is the set of steps/pages that you expect a visitor to go through on
their way to complete a conversion.

Where do you start to set up a goal.

Account Admin page/select property

How many goals may you have per goal profile?

You can create up to 4 sets of 5 goals each.

Do you have to define funnel steps?

No.

Goal URL Match Types-head match.

goal URL must match what you enter, but it's fine to have additional url strings
after. /thismatters/don'tcareaboutany?ofthis

Goal URL Match Types-exact match

Must exactly match goal URL. No exceptions.

Goal URL Match Types-regular expression match.

Most flexible. Uses regex to work with website structure.

how many conversion tracking actions can an advertiser create in an adwords

account
A. 120
B. 100
C. 50
D. 35
B. 100

An advertiser has entered the numeric value 10 in the "Revenue for your
conversion" field within Conversion Tracking. What does this value
represent?
A. An action valued at US$0.10
B. An action valued at US$10
C. 10 users completed the desired action
D. 10 users converted on the site
B. An action valued at US$10

A Google Analytics account is linked with a Google Adwords account. Autotagging has not been enabled and manual tags have not been added to any
destination URLs in the Adwords account. How will traffic from Adwords ads
appear in the All Traffic Sources report?
A. google/organic
B. google.com/referral
C. google/cpc
D. direct/none
C. google/cpc

An advertiser uses Google Website Optimizer to run a test on a headline

section. The relevance rating for the headline section is 4/5. What can the
advertiser determine from this score?
A. The headline section needs to be combined with another page to increase
conversions.
B. The headline section is important for conversions
C. The original page is performing much stronger than the test page.
D. The headlines used did not distinguish themselves from the original page.
B. The headline section is important for conversions

What is one benefit of using Google Website Optimizer through an Adwords

account rather than through the standalone tool?
A. Sharing a Google Website Optimizer account is only possible through
Adwords.
B. Conversion data is only available in Google Website Optimizer reports
when Google Website Optimizer is used through Adwords.
C. Multivariate testing is only available when the Google Website Optimizer is
used through Adwords
D. Full factorial experiment design is only available when the Google Website
Optimizer is used through Adwords.
A. Sharing a Google Website Optimizer account is only possible through
Adwords.

You can only share access to a Website Optimizer account through Google
Analytics or AdWords
True or False
True

An advertiser has many product images on a website. By using Google

Website Optimizer to determine which product images are generating the
most interest, the advertiser can test:
A. the images against other images of the same theme from Google Images.
B. the images against other images that other advertisers have used.
C. whether users are responding to the images themselves or the surrounding
images
D. whether users respond better to graphics, photos, or product-focused
images.
...

What is the first step in setting up an experiment using Google Website

Optimizer?
A. Set the experiment launch date.
B. Create test variations.
C. Install the experiment code.
D. Identify which pages to test.
...

An example of a good test pages for a Google Website Optimizer experiment

is a page:
A. that receives relatively low traffic.
B. that has an impact on whether users take an action.
C. where the landing page latency is higher.
D. where users submit their payment information.
...

An advertiser imports Google Analytics goals into an AdWords account. The

advertiser notices a difference between the conversions reported in Google
Analytics and those reported in Conversion Tracking. The most likely cause
is:
A. Google Analytics only tracks site visits greater than five seconds and
Adwords tracks all visits.
B. Adwords cookies expire sooner than Google Analytics cookies.
C. Adwords reporting data is less accurate than Google Analytics reporting
data.
D. Google Analytics reports conversions in real time and Adwords does not.
...

What is a benefit of linking a Google Adwords account with a Google

Analytics account?
A. Google Analytics will calculate return on investment of Adwords spend.
B. Google Adwords can be edited through the Google Analytics interface.
C. Google Analytics will differentiate between Google cost-per-click (CPC)
and non-Google cost-per-click (CPC) visits.
D. Google Analytics will display Google AdWords Conversion Tracking
statistics.
...

What should Google Analytics account managers create for each of the
companies they manage in order to effectively manage multiple accounts?
A. Account
B. Profile
C. Include filter
D. Exclude filter
...

Google Analytics helps advertisers:

A. obtain personally identifiable information from users and target efficiently.
B. improve websites and increase return on investment on marketing
campaigns.
C. track bots and crawlers on websites and leverage search engine
optimization technologies.
D. view web traffic in a competitor's account and share best practices.
B. improve websites and increase return on investment on marketing
campaigns.

Where should the Google Analytics code be placed?

A. On the website's conversion page
B. On every page of the website
C. Only on landing pages
D. Only in a defined funnel path
B. On every page of the website

The Google Website Optimizer script that defines the elements of a page that
vary in a multivariate experiment is called the:
A. tracker script.
B. section script.
C. control script.
D. multivariate script.
...

The Google Website Optimizer script:

A. triggers data collection of visits and conversions.
B. allows Google to remove any unnecessary JavaScript on the pages being
tested.
C. gives Google access to the advertiser's website in order to make changes.
D. gives access to experiment data stored on the Google Analytics server.
...

An advertiser has customized the Google Analytics tracking scripts using the
_udn variable and is setting up a Google Website Optimizer experiment.
What does the advertiser need to do in order for the Google Website
Optimizer script to work with the Google Analytics tracking scripts?
A. Enter the desired variable in the Website Optimizer experiment settings.
B. Customize the Website Optimizer tracking scripts to match the Analytics
tracking scripts.
C. Remove the variable from the Website Optimizer tracking scripts to avoid
data overlap.
D. Remove the variable from the Google Analytics tracking scripts.
...

An advertiser accidentally deleted a combination from a multivariate

experiment in Google Website Optimizer. How can the advertiser use the
deleted combination?
A. Generate new code for the deleted combination experiment within the
AdWords account.
B. Undelete the experiment in the account.
C. Recreate the deleted combinations in a copy of the original experiment.
D. Contact the person who set up the experiment to re-add the code to the
affected pages.
...

A conversion (many-per-click) will count:

A. multiple visits per click.
B. multiple conversions per click.
C. one visit per click
D. one conversion per click.
...

A user clicks on an Adwords ad and purchases a book. The next day the user
visits the site again via bookmark and purchase a second book. How many
conversions are attributed to the Adwords click?
A. 2 conversions (1-per-click) and 0 conversions (many-per-click)
B. 1 conversion (1-per-click) and 2 conversions (many-per-click)
C. 2 conversions (1-per-click) and 1 conversions (many-per-click)
D. 0 conversions (1-per-click) and 1 conversions (many-per-click)
...

How would an advertiser identify the Quality Score of a specific keyword and
obtain suggestions for making improvements?
A. Hover over the speech bubble icon next to the keyword.
B. Generate a keyword report that includes the Quality Score.
C. Use the Google Website Optimizer to view specific keyword Quality Scores.
D. Use the Traffic Estimator to show potential Quality Scores for existing
keywords
...

If a keyword's Quality Score increases, it will likely lead to a:

A. lower First Page Bid.
B. lower impresssion share.
C. higher daily budget.
D. higher cost-per-click (CPC)
A. lower First Page Bid.

Conversion Tracking allows advertisers to:

A. determine the return no investment (ROI) for specific ad variations.
B. view the specific search queries that led users to their website.
C. identify ways to improve their ranking within Google's natural search
results.
D. determine the terms users search for within their website.
...

An advertiser wants to increase the profits for an account by using the

Conversion Optimizer. The advertiser sets the recommended maximum costper-acquision
...

Define First Click Attributions:

A first click model is a conversion attribution model which give all credit for
conversion to the first touch point or digital marketing channel to which is
exposed a consumer.

Microconversion:
Micro conversions are activities that users frequently engage in before
purchasing.

Macro Conversion:
Conversions that directly meet conversion goal

Define Qualitative Analytics:

/

Define Quantitative Analytics:

...

Define Attribution:
An attribution model is the rule, or set of rules, that determines how credit for
sales and conversions is assigned to touchpoints in conversion paths

Define Last Click Attribution:

In the Last Interaction attribution model, the last touchpointin this case, the
Direct channelwould receive 100% of the credit for the sale.

Define a KPI:
Key Performance Indicators.

Define Linear Attribution:

In the Linear attribution model, each touchpoint in the conversion pathin
this case the Paid Search, Social Network, Email, and Direct channelswould
share equal credit (25% each) for the sale.

What are the Steps to Building your Analytics Infrastructure:

1. Define Measurement Plan
2. Document Technical Infrastructure
3. Create Implementation Plan
4. Implement
5. Maintain & Refine.

What is Avinash Kaushiks 5 Steps of Measurement Planning:

Start with the Business Objectives
1. Document Business Objectives
2. Identify Strategies & Tactics
3. Choose KPI(Key Performance Indicators)
4. Choose Segments
5. Choose Targets.

What the 5 Common Digital Strategies:

1. E commerce- Selling Products or Services
2. Lead Generation- Collecting Potential Leads
3. Content Publisher- Engagement & Frequent Visitation
3. Online information- Help Customers Find Information
4. Branding-Awareness,Engagement & Loyalty term-27

After you define your selling Strategie(s) what are the next two things you
need to figure out:
1. Tactics-Selling online, Driving store visits, etc
2. KPI-Define what the key performance Indicators for each tactic.
Example: Revenue $$$, Average order value,

Creating an
Implementation Plan
Standard Dimension-Basic Page Tag
Business Outcomes-Goals & E Commerce
Clean Accurate Date Filter Setting
Marketing Channels- Campaigns, Tracking & Ad words Linking
Simplified Reporting-Custom Reports & Dashboards:

Define Google Analytics Dimensions:

?

Define Google Analytics Measurements:

?

Define Bounce Rate:

It is the percentage of sessions with only one user Interaction:

It is recommended that you place the Google Analytics javascript tracking

code:
Just before the closing </head> tag:

Roll up reporting
A feature of Roll-Up Properties, which aggregate data from multiple source
properties into a single property.
Roll-Up Reporting is a special kind of reporting that lets you analyze the
aggregated data that's in a Roll-Up Property. Roll-Up Reporting is only
available for Google Analytics Premium Accounts, and only works on
designated Roll-Up Properties.

Destination goal
A Destination Goal is a page on your website that users see when they complete
an activity. For an account signup, this might be the thank you for signing up"
page. For a purchase this might be the receipt page. A destination Goal triggers
a conversion when a user views the page you've specified. If you're setting up a
Goal for an app, you'd set up a screen view Goal rather than a destination
Goal.

Event goal
This kind of Goal is triggered when a user does something specific like
downloading a PDF or starting a video.

What are the 4 different types of goals?

Destination goal
Event goal
Pages per visit
Duration goal

Pages Per visit goal

A Pages per Visit Goal is triggered when a user sees more or fewer pages than a
threshold that you specify.

Duration goal
A Duration Goal is triggered when a user's visit exceeds or falls below a
threshold that you set

Verification Goal
l. This simple tool let's you quickly test your
Goal settings before completing the process. Just click the "Verify this Goal"
link and Google Analytics willgive you an expected conversion rate for this
Goal, based on your settings, for the last 7 days. If the conversion rate seems
too high or too low then there's probably an issue with your settings.

Goal funnels
For each destination Goal that you create, you can also set up a funnel. A
funnel is the defined process that you expect users to complete prior to
conversion. A sales checkout process is a good example of a funnel. To
complete a transaction, the user must add
items to a cart, enter shipping information, and submit payment information

Goal value
The Goal value field allows you to specify a monetary value for a Goal. This is
really useful because Google Analytics will interpret the Goal value as actual
revenue. By setting a Goal value, you make it possible for Google Analytics to
calculate metrics like advertising ROI and average per visit value. These
metrics will help you measure the monetary value of a nonecommerce site.

Where are goals set?

at the view level

Source
l

Medium
4

RPC

Revenue Per Click

List the standard reports in Google Analytics

Audience Reports
Acquisition Reports
Adwords Reports

Behavior Reports
Custom Reports
Goal Flow Report
Ecommerce Reports
Multi-Channel Funnel Reports
Attribution Reports

Which types of groups can you create in Google Analytics?

Channel Groups
Content Groups

Aggregate Table
...

Collection
The component of the Google Analytics platform that manages which data is
collected for your site, mobile app or other digitally connected device.

Configuration
The component of the Google Analytics platform that manages how your data
is processed.

Content Grouping
A roll-up of content in the Behavior reports that groups several pages or
screens together to better reflect the structure of your site or app. Content
groupings allow you to view and compare aggregated metrics by content group
name, as well as individual URL, page title, or screen name.

Data model
The model used by Google Analytics to organize how data is collected. This can
be thought of as a hierarchy of users, sessions, and interactions.

Dimension
A descriptive attribute or characteristic of data. Browser, Landing Page and
Campaign are all examples of default dimensions in Google Analytics.

Dimension Widening
A data import process that allows you to join data from external sources with
your Google Analytics data to for reporting and analysis in Google Analytics.

Filter
A configuration setting that allows you to add, remove or modify your data
during processing before it is displayed in your reports.

First-party cookie
A small text file stored on a user's browser to distinguish the it from other
browsers that store different cookies. Since a first-party cookie is associated
with the domain of the site a user visits, it cannot be read or edited by thirdparty sites.

Goal

A configuration setting that allows you to track the valuable actions, or

conversions, that happen on your site or mobile app.

Hit

A single-pixel image request that is used to send data to Google Analytics.

Interaction
Any type of engagement activity (e.g. navigating to a new page on a website)
from a user during their session on your site or mobile app.

Metric
The quantitative measurements of your data. Metrics in Google Analytics can
be sums or ratios.

Pageview
An instance of a page being loaded (or reloaded) in a browser.

Processing
The component of the Google Analytics platform that organizes raw data into
users and sessions, adds data from other sources, and applies configuration
settings to transform the raw data into database tables for reporting.

Property
A sub-component of a Google Analytics account that determines which data is
organized and stored together. Any resource tagged with the same Property ID
is collected and stored together. A single property can be used to track one
website or mobile app, or be a roll-up of the data from multiple sites or mobile
apps.

Reporting
The component of the Google Analytics platform that gives you access to your
processed data via the Google Analytics interface or the APIs.

Reporting API
A set of protocols and tools designed to extract data from your Google
Analytics account into custom scripts or programs for more automated and
efficient reporting and analysis. API is short for Application Programming
Interface.

SDK
Software Development Kit
A set of software development tools used for Google Analytics tracking on
mobile applications.

Segment
A subset of sessions or users that share a common attribute. Segments allow
you to isolate and analyze groups of sessions or users for better analysis.

Sessions / Visits
The period of time a user is active on your site or app. By default, if a user is
inactive for 30 minutes or more, any future activity is attributed to a new
session. Users that leave your site and return within 30 minutes are counted as
part of the original session.

Universal Analytics
The newest Google Analytics tracking code that collects data from any digital
device. Universal Analytics simplifies the set up of tracking code and
configurations.

Users / Visitors
The unique browsers that visit your website or mobile app.

View

A subset of a Google Analytics account property that can have its own unique
configuration settings. You can create multiple views for a single property and
modify what data shows in each view

Tracking ID & Property Number

The tracking ID (2) is a string like UA-000000-01. It must be included in your
tracking code to tell Google Analytics which account and property to send data

to. It's automatically included in the JavaScript snippet for websites, but also
needs to be included in other tracking technologies like the SDKs and the
Measurement Protocol, for Google Analytics to work. The first set of numbers
(000000, in the example above) refers to your account number, and the
second set (-01) refers to the specific property number (3) associated with the
account. The tracking ID is in large font on the Tracking Info page. You can
also to see the entire string in the first few lines of the tracking code JavaScript
snippet.

In order to distinguish between users on web pages, Google Analytics:

creates anonymous unique identifiers using first-party cookies

Google Analytics stores mobile app usage data locally on the device and
sends it to the Analytics account later using a batch process called:
Dispatching:

Measurement Protocol
Allows developers to make HTTP requests to send raw user interaction data
directly to Analytics servers

Developers can use the Measurement Protocol to(3):

1. Measure user activity in new environments.
2. Tie online to offline behavior.
3. Send data from both the web and server.

What type of data can and can not collect?

The Measurement Protocol only allows developers to collect user-interaction
(event / hit) data. It does not allow developers to upload aggregated data like
tables.

During aggregation, Google Analytics:

organizes the collected data within database tables

During processing, what are the four major transformations that happen to
the data
First, Google Analytics organizes the hits you've collected into users and
sessions.
Second, data from other sources can be joined with data collected via the
tracking code.
Third, Google Analytics processing will modify your data according to any
configuration rules you've added.
Finally, the data goes through a process called "aggregation." During this step,
Google Analytics prepares the data for analysis by organizing it in meaningful
ways and storing it in database tables.

Data aggregation
All of your configuration settings, including Filters, Goals, and Grouping, are
applied to your data before it goes through aggregation, the final step of data
processing.
During aggregation, Google Analytics creates and organizes your report
dimensions into tables, called aggregate tables. Google Analytics pre-calculates
your reporting metrics for each value of a dimension and stores them in the
corresponding table. When you open a Google Analytics report, a query is sent
to the aggregate tables that are full of this prepared data, and returns the
specific dimensions and metrics for the report. Storing data in these tables
makes it faster for your reports to access data when you request it.

Sampling
The process Google Analytics uses to retrieve data from large, complex data
sets faster.

You can retrieve Google Analytics reporting data through the following
methods
1. The reporting interface
2. API

Delete
They are like Channel Groups, except you use them to create and analyze a
collection of content. For example, if you're an ecommerce business, you might
want to group all of your product pages together, like t-shirts, jeans, and hats,
into a group call Product Pages, and group all of your content pages, like blog
posts, together in another group called Content Pages. This would let you
quickly see how well the Product Pages group and the Content Pages group
each performed in aggregate.

Channel Grouping
Is a collection of common marketing activities. For example, Display
Advertising, Social media, Email marketing, and Paid Search are four common
channel groups that are each a roll-up of several marketing activities.

Cost Data Upload

...

What are the two methods of importing external data into Google Analytics
using Dimension Widening? (select all that apply)
1. Using the API
2. Uploading a spreadsheet or CSV file

How is Google Analytics able to determine if a group of website interactions

are all from the same user device?
By setting a unique ID for the device that is attached to each hit

Where do you find the tracking code, tracking id & property number?
Sign in to your Analytics account.
Select the Admin tab.
Select an account from the dropdown in the ACCOUNT column.
Select a property from the dropdown in the PROPERTY column.
Under PROPERTY, click Tracking Info > Tracking Code.

The reporting APIs can be used to(3 things)

1. automate complex reporting tasks
2 retrieve Google Analytics data for use in your own applications
3. build your own dashboard with Google Analytics data

Each query sent to the Reporting API must specify(3 things)

1. The Start & End Dates.
2. Which Metrics to Display
3 The ID of the account view that the data should be retrieved from

If the data for a report you request is stored in a standard aggregate table, it
will never be sampled in Google Analytics.
...

You can adjust the sample size by 2

1. Adjusting a control in the reporting interface
Or
2. Specifying the sample size when querying the API

Interstitial ads
Full-screen pop-up ads at the entry or exit points of your app, or between
levels. Interstitial ads can be visually striking, incorporating images, videos,
and links to other websites.

Screen tracking
Screens in Google Analytics represent content users are viewing within an app.
Screen tracking lets you measure screen views so you can find out which
content is being viewed most often, and see how users navigate between
different pieces of content.

Audience List
Audience Lists are collections of anonymous identifiers collected by Analytics
when users visit your app or website. You can use these identifiers when
setting up a remarketing campaign to target ads to users. Please note that in
order to use Audience Lists you must have the Advertising Features tracking
code enabled.

What are the main App Monetization Models(4):

1. Paid App Download
2. In App Purchases
3. In App Ads
4. Freemium:

Measurement Plan Identifies (5 things)

1. The company business objectives.
2. The strategies and tactics that support the objectives.
3. The key performance indicators (KPIs) to measure success.
4. Segments to better understand what drives success.
5. Targets for each KPI to understand if the business is reaching its goals.

Sequence segments can do (4 things)

1. Analyze a subset of sessions with a specific sequence of pageviews.
2. Analyze a subset of sessions with a specific sequence of pageviews and event
interactions.
3. Analyze a subset of users with a specific sequence of pageviews and event
interactions.
4. Analyze a subset of users with a specific sequence of traffic sources that
bring them to your site across multiple sessions.

ec.js plugin
The ec.js plugin lets you track the whole arc of your users' shopping experience,
including:

What does the ec.js plugin allow yout to see

Viewing product impressions
Clicking product links
Viewing product details
Adding products to, removing products from shopping carts
Initiating the checkout process
Completing transactions
Receiving refunds

How Do you Set up A

1. implement Universal Analytics (analytics.js) on your site
2. use the ec.js plugin to tag your site
3. turn on Enhanced Ecommerce for your report views

Describe the 3 main app types

1. Gaming
2. Utility
3. Ecommerce

What are the best monetization Models for Gaming Apps?

Freemium, In-app purchases, Ads

What are the best monetization Models for Utility Apps?

Freemium/Subscription, Ads

What are the best monetization Models for Utility E Commerce Apps?
In-app purchases

What is the term for an action you want users to perform in your app in
order to advance your business goals?
Conversion

Which SDK can provide your app access to the entire suite of Google
Services such as Google Analytics and Google Maps?
The Google Play Services SDK is the only SDK that offers access to the entire
suite of Google Services for apps.

Which tool lets app developers push data collection tag updates without
having to publish a new version of the app to a marketplace?
Google Tag Manager

What is the purpose of "_trackPageview()"?

To register a page view in Google Analytics

True or False: Google Analytics can not track visits to cached pages?
False, the code will still be executed

True or False: Google Analytics will track number of visitors

True

True or False: Google Analytics will track the referrer that directs visitors to
your site
True

True or False: Google Analytics will track average amount of time spent on
site
True

True or False: By default, Google Analytics will track the click path of
individual visitors
True

Where can you find the Google URL Builder?

Help Center

What can the URL Builder help you with?

Create URLs with the tracking parameters attached

True or False: You should manually tag banner ads with campaign tracking
variables
True

True or False: You should manually tag email campaigns with campaign
tracking variables
True

True or False: You should manually tag non-AdWords PPC campaigns with
campaign tracking variables
True

True or False: You should manually tag organic search results with campaign
tracking variables
False, not possible

True or False: You should manually tag Adwords campaigns with campaign
tracking variables
False, auto-tagging will do it automatically

True or False: You should manually tag bookmarks with campaign tracking
variables
False

How can you track visitors from a newsletter, banner, or email marketing
campaign?
Manually tag the destination URLs of the campaign that you send visitors to

What is the formula for ROI (Return On Investment)?

(Revenue - Cost) / Cost

What are the three minimum campaign variables you should utilize to tag a
URL using manual tagging?
Source, Medium, and Campaign

What is the correct parameter to identify different versions of an ad?

Use the content parameter, utm_content

What is the formula for click-through rate?

Clicks/Impressions

Google AdWords data is not showing up in your account as google/cpc (Cost

Per Click). Why might this happen?
It can happen if auto-tagging is not enabled in your AdWords settings, or if a
redirect is stripping out the gclid.

True or False: You can view Campaign data in Google Analytics with
AdWords manually tagging enabled
True

True or False: You can view Placement URL data in Google Analytics with
AdWords manual tagging enabled
False

True or False: You can view Match Type data in Google Analytics with
Adwords manual tagging enabled
False

True or False: You can view Ad Group data in Google Analytics with AdWords
manual tagging enabled
False

Reports show that visitors are coming from paused or discontinued

campaigns, why?
If the visitors were referred by that original campaign, and are now coming
back as direct visitors.

What is a referrer?
The URL of an outside website leading a visitor to your website

On your website.com, you are seeing traffic coming from website.com /

referral, why?
You may have several subdomains and the Google Analytics Tracking Code is
not configured properly

A search engine appears in the list of referring sites, why?

Because someone was referred to your site through a personalized search page

What are the two most common ways that a visitor can be recorded as
"direct / (none)"?
If they type your website's URL directly or through a bookmark.

In Google Analytics Intelligence Events, what types of alerts are available?

Daily, Weekly, Automatic, and Custom Alerts

True or False: You would use Intelligence to set up a custom alert

True

True or False: You can use Intelligence to alert you if weekly revenue
increases or decreases by an unexpected amount
True

How can you use the Landing Pages Report in assessing website
performance?
To identify landing pages with high bounce rates and determine where visitors
are entering your website

What is one indication of a poorly performing landing page?

A high Bounce Rate greater than 90%

What is Bounce Rate?

The percentage of visits on a website where the visitor views one page and
leaves with out interaction

You are getting high bounce rates on a landing page from a particular
keyword, why?
If the content on the landing page does not meet expectations of people
searching for that keyword, they may immediately leave your website and
contribute to a high bounce rate.

Which metric can you use to determine if one type of campaign was initiating
conversions?
The Assisted Conversion Value

Your visitors have a habit of visiting your site several times before converting.
Which metric could help you determine where or not a particular keyword is
part of a conversion path?
Assisted Conversions

What are some valid location dimensions?

Country/Territory, City, and Region

True or False: Bounce Rate is a dimension

False, it's a metric

True or False: Percentage of New Visitors is a dimension

False, percentage is a matrix, but new visitors is a dimension

True or False: Screen Resolution is a dimension

True

True or False: Region is a dimension

True

True or False: Browser is a metric

False, it's a dimension

True or False: City is a metric

False

True or False: Average time on site is a metric

True

True or False: Pageviews is a metric

True

You want to find out which keywords visitors from Chicago use to find your
website, how?
Map Overlay report, select the Keyword dimension for the city of Chicago

How can you determine the conversion rate for people on a certain OS and
located in a particular city?
Looking at the OS report and choose City and secondary dimension

People are spending more time on your site. How can you tell if they are
actually interacting more on the site?
Look for an increase in Pages per Visit

What does the Visit Duration report show you?

It categorizes visits based on the amount of time they spend on your website.

If a visitor conducts two transactions on your website during one visit, how
many conversions and how many transactions will be tracked?
2 transaction and 1 conversion

What is a good metric for measuring the quality of traffic to your website
Conversion rate

If Channel X equally initiates assists in conversions, what would its

Assisted/Last Interaction Conversion value be?
Exactly 1

What does the Site Search Report tell you?

It can help you determine how your visitors are searching your site

How can you determine where people who use your Site Search have a higher
conversion value than people who do not?
Go to the Site Search Usage report and view the Goal Conversion tab

What types of goals can Google Analytics track?

Destination URLs, Time on site, Pages per visit, and Events

What is available in Google's Real Time Reporting?

You can view pageviews per second, pageviews per minute, and active number
of visitors

Can Real Time show you whether or not the Google Analytics code snipped is
working on a particular page?
Yes

You just added new content and would like to see if people are viewing it. Can
you use Real Time to determine this?
Yes

What are some ways you can use profiles?

Looking closely at traffic to one sub-domain, Looking closely at traffic to one
directory or section, and you can limit access to some segments of data

You want a profile to include only Google AdWords data, how?

Use and include filter

Is profile filter order applied in order, or all at once?

In order, so be careful how you apply filters

True or False: You can apply an Advanced Segment to historical data

True

True or False: You can compare Advanced Segments side by side in reports
True

How can you track user engagement on websites that use Flash or AJAX and
are located on one HTML page?
You can use Event Tracking or track interactions as pageviews and set goals

What is the purpose of a virtual pageview?

To track activity that visitors may complete that does not result in a natural
pageview

How can you track Flash Events with Google Analytics code?
_trackEvent() or trackPageview()

You have two buttons on your website and would like to track if people click
on Button1 more than Button2. Can you do this in GA, how?
Yes, with event tracking

What are the three elements of Event Tracking?

Categories, Actions, and Labels

What is the maximum number accounts per login?

25

What is the maximum number of profiles to an account?

50

What is a web property?

Unique ID number that is used in the tracking code

What is a good way to limit access to a segment of data?

Profiles

What do filters do to profiles?

Adjust how data is processed and stored in profiles

How can profiles be duplicated?

In Profile Settings by clicking Copy this Profile

What is the traffic source when no others are available?

Direct

Who gets credit for a direct visit?

The previous page the user was on

How do you tag banner ads, emails, non-AdWords campaigns?

Manually

What is used to adjust how Google Analytics categorizes a visit?

Campaign Tracking

What are the required UTM (Urchin Traffic Monitor) variables?

- Source (utm_source)
- Medium (utm-medium)
- Campaign (utm-campaign)

What are the optional UTM (Urchin Traffic Monitor) variables?

-Paid Search Keyword (utm_term)
-Ad Content (utm_content)

What is used to help build UTM (Urchin Traffic Monitor) tagged links?
URL Builder in Google Analytics

What are three reasons a user would not be tracked by Google Analytics?
- Blocking cooking
- Blocking JS
- Opted out of GA tracking

What is a 1st party cookie?

Cookie set by site and only accessible by that site

What is a 3rd party cookie?

Cookie set by other site and tracks data across sites

What cookies are removed when the browser is closed?

Temp cookies

What technology does Google Analytics mainly use?

Javascript and 1st party cookies

What are known as categories?

Dimensions

What is counted in relation to categories?

Metrics

List examples of dimensions

Source, Landing Page, Screen Resolution, Browser, Page, Custom Variable and
Region

List examples of metrics

Visits, visitors, pageviews, exits, bounce rate, conversion rate, total evens,
entrances

What are created to track "successes"

Goals

How many goals can happen during a visit?

One

How many transactions can occur during a visit?

Multiple

What can goals be used for?

To tracking time on site, pages viewed, events, or URL destination

How can a funnel of pages be setup?

With URL destination, a funnel of pages can be setup with the goal

How many conversions per goal per visits are counted?

One

What are goals tied to and what is their limit?

Profiles, 20 goals per profile

What do site search terms show?

Goal conversions for those who searched your site

True or False: Google can track a visit across multiple domains/subdomains

True

What are some cross domain tracking methods?

_link() , _linkByPost() , _setAllowLinker() ,_setDomainName() ,
setAllowHash()

Where must the ecommerce tracking code be installed?

On the confirmation/thank you page of the checkout funnel

How is transaction data sent?

Via the ecommerce tracking code

How do you know when our cross domain tracking isn't properly setup?
You have a single traffic referral source

What do you add for unspecified arguments?

Empty placeholders ("")

Where is ecommerce tracking code placed on the page?

After the standard tracking code

Where is ecommerce revenue data viewed?

Many reports such as All Traffic via Explorer Tabs

How often does Real-time report show pageviews?

By second and by minute over the past 30 minutes

How are Real-time reports categorized?

Traffic source, location, and page viewed

Custom Reports - Explorer Option

Hierarchy of data tables linked by clickable rows

Custom Reports - Flat Table Option

Single table that shows all data

What does connecting AdWords and GA provide?

Cost data to be imported into GA

How should you tag in AdWords?

Auto-tagging, not manual

Where should you avoid using redirects with AdWords?

On landing pages, avoid redirects that will strip gclid of AdWords

True or False: GA calculates ROI

True

True or False: Clicks are the same as visits

False

How does AdWords handle invalid clicks?

AdWords filters them out

True or False: If JS is turned off, both GA and AdWords will not function
False, AdWords will still function properly.

How long is AdWord's window of conversion?

30 days

Last Interaction attribution model

the Direct channel -- would receive 100% of the credit for the sale

Last Non-Direct Click attribution model

all direct traffic is ignored, and 100% of the credit for the sale goes to the last
channel that the customer clicked through from before converting

Last AdWords Click attribution model

, the first and only click to the Paid Search channel -- would receive 100% of the
credit for the sale.

First Interaction attribution model

the Paid Search channel -- would receive 100% of the credit for the sale.

Linear attribution model

the Paid Search, Social Network, Email, and Direct channels -- would share
equal credit (25% each) for the sale.

Time Decay attribution model

the touchpoints closest in time to the sale or conversion get most of the credit.

Position Based attribution model

40% credit is assigned to each the first and last interaction, and the remaining
20% credit is distributed evenly to the middle interactions.

What attribution model is GA?

Last-click

When does AdWords display a conversion date?

The date the ad was displayed

When does GA display a conversion date?

The date the conversion occured

What do you use to distinguish page steps for forms and checkout flows when
URIs are not unique?
_trackPageview()

What is a URI?
uniform resource identifier (URI) is a string of characters used to identify a
name of a web resource.

What tracks activity that doesn't generate a pageview?

Virtual pageviews

What do you use for Flash event tracking?

_trackPageview() and _trackEvent()

What are the Event Tracking elements?

categories, actions, labels

CTR

Clicks/impressions

URI

File path (not including the domain)

Bounce Rate
% of visitors who viewed only one page

What is not tracked because it doesn't execute JS?

Crawlers

What is the Traffic Source when no other traffic source is available?

Direct

True or False: Cached pages are tracked

True

How long can data take to show in GA?

24+ hours

What categorizes visits according to time spent on site?

Visit duration

What data does Google NOT capture?

address, name, credit cards.

What are Intelligence Events?

Alerts where GA detects changes in site performance

How can you get notification by email?

Alerts

Daily, weekly, or monthly

...

What kind of alerts are available?

Custom and Automatic Alerts

What are Segments?

Show only matching visits to a set of criteria

What is the purpose of "_trackPageview()"?

To register a page view in GA

T or F: GA can NOT track visits to cached pages

False, the code will still be executed

T or F: GA will track number of visitors

True

T or F: GA will track the referrer that directs visitors to your site

True

T or F: GA will track average amount of time spent on site

True

T or F: By default, GA will track the click path of individual visitors

True

Where can you find the Google URL Builder?

Help Center

What can the URL Builder help you with?

Create URLs with tracking parameters already attached

T or F: You should manually tag banner ads with campaign tracking variables
True

T or F: You should manually tag email campaigns with campaign tracking

variables
True

T or F: You should manually tag non-AdWords PPC campaigns with

campaign tracking variables
True

T or F: You should manually tag organic search results with campaign

tracking variables
False, not possible

T or F: You should manually tag Adwords campaigns with campaign tracking

variables
False, auto-tagging will do it automatically

T or F: You should manually tag bookmarks with campaign tracking variables

False

How can you track visitors from a newsletter, banner, or email marketing
campaign?
Manually tag the destination URLs of the campaign that you send visitors to

What is the formula for ROI?

(Revenue - Cost) / Cost;

What are the three minimum campaign variables you should utilize to tag a
URL using manual tagging?
Source, medium, and campaign

What is the correct parameter to identify different versions of an ad?

Use the content parameter utm_content

What is the formula for click-through rate?

Clicks/Impressions

Google AdWords data is not showing up in your account as google/cpc. Why

might this happen?
It can happen if auto-tagging is not enabled in your AdWords settings, or if a
redirect is stripping out the gclid.

T or F: You can view Campaign data in GA with AdWords manually tagging

enabled
True

T or F: You can view Placement URL data in GA with AdWords manual

tagging enabled
False

T or F: You can view Match Type data in GA with Adwords manual tagging
enabled
False

T or F: You can view Ad Group data in GA with AdWords manual tagging

enabled
False

Reports show that visitors are coming from paused or discontinued

campaigns, why?
If the visitors were originally referred by that campaign, and are now coming
back as direct visitors, they will be attributed to the paused or discontinued
campaign.

What is a referrer?
It is the URL of an outside website from which a visitor comes to your website

On your website.com, you are seeing traffic coming from website.com /

referral, why?
You may have several subdomains and the GA Tracking Code is not configured
properly

A search engine appears in the list of referring sites, why?

It could happen if someone was referred to your site through a personalized
search page

What are the two most common ways that a visitor can be recorded as
"direct / (none)"?
If they type your website's URL directly or through a bookmark.

In GA Intelligence Events, what types of alerts are available?

You can get daily, weekly, automatic, and custom alerts through Google
Intelligence

T or F: You would use Intelligence to set up a custom alert

True

T or F: You can use Intelligence to alert you if weekly revenue increases or

decreases by an unexpected amount
True

How can you use the Landing Pages Report in assessing website
performance?
You can use it to identify landing pages with high bounce rates, and to
determine where visitors are entering your website

What is one indication of a poorly performing landing page?

A high Bounce Rate, perhaps greater than 90%

What is Bounce Rate?

The percentage of visits on a website where the visitor views one page and
leaves w/o interaction

You are getting high bounce rates on a landing page from a particular
keyword, why?
If the content on the landing page does not meet expectations of people
searching for that keyword, they may immediately leave your website and
contribute to a high bounce rate.

Which metric can you use to determine if one type of campaign was
responsible or initiating conversions?
The Assisted Conversion Value

Your visitors have a habit of visiting your site several times before converting.
Which metric could help you determine where or not a particular keyword is
part of a conversion path?
Assisted Conversions

What are some valid location dimensions?

Country/Territory, City, and Region are valid dimensions. Address is not valid
as GA does not tracking Personally Identifiable information

T or F: Bounce Rate is a dimension

False, it's a metric

T or F: %New Visits is a dimension

False, New Visitors is a dimensions, but %New Visits is a metric

T or F: Screen Resolution is a dimension

True

T or F: Region is a dimension
True

T or F: Browser is a metric
False, it's a dimension

T or F: City is a metric
False, it's a metric

T or F: Average time on site is a metric

False, it's a dimension

T or F: Pageviews is a metric
True

You want to find out which keywords visitors from Chicago use to find your
website, how?
Map Overlay report, select the Keyword dimension for the city of Chicago

How can you determine the conversion rate for people on a certain OS and
located in a particular city?
Looking at the OS report and choose City and secondary dimension

People are spending more time on your site. How can you tell if they are
actually interacting more on the site?
Look for an increase in Pages per Visit

What does the Visit Duration report show you?

It categorizes visits based on the amount of time they spend on your website.

If a visitor conducts two transactions on your website during one visit, how
many conversions and how many transactions will be tracked?
2 transaction and 1 conversion

What is a good metric for measuring the quality of traffic to your website
Conversion rate

If Channel X equally initiates assists in conversions, what would its

Assisted/Last Interaction Conversion value be?
Exactly 1

What does the Site Search Report tell you?

It can help you determine how your visitors are searching your site

How can you determine where people who use your Site Search have a higher
conversion value than people who do not?
Go to the Site Search Usage report and view the Goal Conversion tab

What types of goals can GA track?

Destination URLs, time on site, pages per visit, and events

What is available in Google's Real Time Reporting?

You can view pageviews per second, pageviews per minute, and active number
of visitors

Can Real Time show you whether or not the GA code snipped is working on a
particular page?
Yes

You just added new content and would like to see if people are viewing it. Can
you use Real Time to determine this?
Yes

What are some ways you can used profiles?

You can look more closely at traffic to one sub-domain, you can look more
closely at traffic to one directory or section, and you can limit access to some
segments of data

You want a profile to include only Google AdWords data, how?

Use an include filter

Is profile filter order applied in order, or all at once?

In order, so be careful how you apply filters

T or F: You can apply an Advanced Segment to historical data

True

T or F: You can compare Advanced Segments side by side in reports

True

How can you track user engagement on websites that use Flash or AJAX and
are located on one HTML page?
You can use Event Tracking, or track interactions as pageviews and set goals

What is the purpose of a virtual pageview?

To track activity that visitors may complete that does not result in a natural
pageview

How can you track Flash Events with GA code?

_trackEvent() or trackPageview()

You have two buttons on your website and would like to track if people click
on Button1 more than Button2. Can you do this in GA, how?
Yes with event tracking

What are the three elements of Event Tracking?

Categories, Actions, and Labels

What is the maximum number accounts per login?

25

What is the maximum number of profiles to an account?

50

What is a web property?

Unique ID number that is used in the tracking code

What is a good way to limit access to a segment of data?

Profiles

What do filters do to profiles?

Adjust how data is processed and stored in profiles

How can profiles be duplicated?

In Profile Settings by clicking Copy this Profile

What is the traffic source when no others are available?

Direct

Who gets credit for a direct visit?

The previous page the user was on

How do you tag banner ads, emails, non-AdWords campaigns?

Manually

What is used to adjust how GA categorizes a visit?

Campaign Tracking

What are the required UTM variables?

Source (utm_source)
Medium (utm-medium)
Campaign (utm-campaign)

What are the optional UTM variables

Paid Search Keyword (utm_term)
Ad Content (utm_content)

What is used to help build UTM tagged links?

URL Builder in GA

What are three reasons a user would not be tracked by GA?

Blocking cooking
Blocking JS
Opted out of GA tracking

What is a 1st party cookie?

Cookie set by site and only accessible by that site

What is a 3rd party cookie?

Cookie set by other site and tracks data across sites

What cookies are removed when the browser is closed?

Temp cookies

What technology does GA mainly use?

Javascript and 1st party cookies

What are known as categories?

Dimensions

What is counted in relation to categories?

Metrics

List examples of dimensions

Source, landing page, screen resolution, browser, page, custom variable, region

List examples of metrics

Visits, visitors, pageviews, exits, bounce rate, conversion rate, total evens,
entrances

What are created to track "successes"

Goals

How many goals can happen during a visit?

One

How many transactions can occur during a visit?

Multiple

What can goals be used for?

To tracking time on site, pages viewed, events, or URL destination

How can a funnel of pages be setup?

With URL destination, a funnel of pages can be setup with the goal

How many conversions per goal per visits are counted?

One

What are goals tied to and what is their limit?

Profiles, 20 goals per profile

What do site search terms show?

Goal conversions for those who searched your site

What is a referrer?
The site that a visitor was on when they clicked a link to get to your site.

T or F: Google can track a visit across multiple domains/subdomains

True

What are some cross domain tracking methods?

_link() , _linkByPost() , _setAllowLinker() ,_setDomainName() ,
setAllowHash()

Where must the ecommerce tracking code be installed?

On the confirmation/thank you page of the checkout funnel

How is transaction data sent?

Via the ecommerce tracking code

How do you know when our cross domain tracking isn't properly setup?
You have a single traffic referral source

What do you add for unspecified arguments?

Empty placeholders ("")

Where is ecommerce tracking code placed on the page?

After the standard tracking code

Where is ecommerce revenue data viewed?

Many reports such as All Traffic via Explorer Tabs

How often does Real-time report show pageviews?

By second and by minute over the past 30 minutes

How are Real-time reports categorized?

Traffic source, location, and page viewed

Custom Reports - Explorer Option

Hierarchy of data tables linked by clickable rows

Custom Reports - Flat Table Option

Single table that shows all data

What does connecting AdWords and GA provide?

Cost data to be imported into GA

How should you tag in AdWords?

Auto-tagging, not manual

Where should you avoid using redirects with AdWords?

On landing pages, avoid redirects that will strip gclid of AdWords

T or F: GA calculates ROI
True

T or F: Clicks are the same as visits

False

How does AdWords handle invalid clicks?

AdWords filters them out

T or F: If JS is turned off, both GA and AdWords will not function

False, AdWords will still function properly.

How long is AdWord's window of conversion?

30 days

Last Interaction attribution model

the Direct channel -- would receive 100% of the credit for the sale

Last Non-Direct Click attribution model

all direct traffic is ignored, and 100% of the credit for the sale goes to the last
channel that the customer clicked through from before converting

Last AdWords Click attribution model

, the first and only click to the Paid Search channel -- would receive 100% of the
credit for the sale.

First Interaction attribution model

the Paid Search channel -- would receive 100% of the credit for the sale.

Linear attribution model

the Paid Search, Social Network, Email, and Direct channels -- would share
equal credit (25% each) for the sale.

Time Decay attribution model

the touchpoints closest in time to the sale or conversion get most of the credit.

Position Based attribution model

40% credit is assigned to each the first and last interaction, and the remaining
20% credit is distributed evenly to the middle interactions.

What attribution model is GA?

Last-click

When does AdWords display a conversion date?

The date the ad was displayed

When does GA display a conversion date?

The date the conversion occured

What do you use to distinguish page steps for forms and checkout flows when
URIs are not unique?
_trackPageview()

What is a URI?
uniform resource identifier (URI) is a string of characters used to identify a
name of a web resource.

What tracks activity that doesn't generate a pageview?

Virtual pageviews

What do you use for Flash event tracking?

_trackPageview() and _trackEvent()

What are the Event Tracking elements?

categories, actions, labels

CTR

Clicks/impressions

URI

File path (not including the domain)

Bounce Rate
% of visitors who viewed only one page

What is not tracked because it doesn't execute JS?

Crawlers

What is the Traffic Source when no other traffic source is available?

Direct

T or F: Cached pages are tracked

True

How long can data take to show in GA?

24+ hours

What categorizes visits according to time spent on site?

Visit duration

What data does Google NOT capture?

address, name, credit cards.

What are Intelligence Events?

Alerts where GA detects changes in site performance

How can you get notification by email?

Alerts
Daily, weekly, or monthly

What kind of alerts are available?

Custom and Automatic Alerts

What are Segments?

Show only matching visits to a set of criteria