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1.
You currently have the Google Analytics tracking
code on your site, but you want to start managing it and other tags using
Google Tag Manager. You create a Google Tag Manager container and add a Google
Analytics Tag to the container. Once you have added the container snippet to
every page of your site, what do you do with the existing Google Analytics
tracking code?
a)
Remove the existing Google Analytics tracking
code from the site
b)
Make sure that the existing Google Analytics
tracking code is placed after the opening <body> tag
c)
Update the Google Analytics tracking code with
analytics.js
d)
Replace the account ID in the existing Google
Analytics tracking code with the container ID
2.
You are
interested in identifying the most popular content on your site. Which of the
following sections will have this report information by default
a)
Search
b)
Acquisition
c)
Audience
d)
Conversion
e)
Behaviour
3.
Which of the following AdWords reports would you
use to investigate when you should modify your bidding during certain hours of
the day to optimize conversions?
a)
Campaigns
b)
Adwords Keywords
c)
Destination URLs
d)
Placements
e)
Day Parts
4.
Why is it important that you maintain one
unfiltered view when using filters with your Analytics account?
a)
Without one unfiltered view, you will not be
able to use a filter for multiple views
b)
There no reason to maintain an unfiltered view
c)
You will need to configure your goals in the
unfiltered view
d)
An unfiltered view ensure that the original data
can always be accessed
5.
Which of the following would be most useful in
measuring how many days passed between the first visit to a site and the
eventual conversion?
a)
Assisted/Last Interaction Conversions
b)
Top Conversion Paths
c)
Path Length
d)
Conversion Value
e)
Time Lag
6.
It’s important to have a clear measurement
strategy to guide your implementation strategy and your data analysis. Which of
the following business objectives would be most relevant for the content
publishers?
a)
Collecting user information for sales team to
connect to with potential leads
b)
Selling products or services
c)
Encourage engagement and frequent visitation
d)
All these options are equally relevant as business
objective for content publishers
7.
When do
Google Analytics Terms of Service permit sending personally identifying
information (PII) to Google?
a)
In custom campaigns only
b)
When encrypted
c)
Never
8.
Which of the following would help you to
determine the conversion value of a paid keyword?
a)
Multi-Channel Funnels
b)
CTR
c)
CPM
d)
Real-Time
e)
None of these answers
9.
Specifying
a goal value allows Google Analytics to calculate _______________
(select all that apply)
a)
Revenue per Click
b)
Ecommerce Revenue
c)
Bounce Rate
d)
Goal Revenue
e)
Average Order Value
10.
You need to immediately find out whether people
are viewing the new content that you just added today. Which of the following
would be most useful?
a)
Annotations
b)
Intelligence
c)
Real-time
d)
Secondary dimensions
11.
Which of the following are possible uses of
views within a single Google Analytics account?
a)
To limit a user’s access to a subset of data
b)
To track domains that belong to another account
c)
To look more closely at traffic to a specific
subdomain
d)
To look more closely at traffic to a specific
part of site (a page or selection of pages)
12.
You’ve found that most of your customer
initially learned about your brand via a display ad. Which of the following
attribution models will give a credit to display ads that introduced customers
to your brand? Select all that apply
a)
Last Non-Direct Click attribution model
b)
Last Click attribution model
c)
Position Based attribution model
d)
Linear attribution model
13.
Which of the following represents a macro
conversion of an ecommerce site?
a)
Receiving a product inquiry
b)
Collecting a lead
c)
A click on a “buy” button
d)
A complete sales transaction
e)
All of the above
14.
You want to explore traffic metrics by gender
and age. Which of the following sections in Analytics will be most useful
a)
Admin
b)
Behavior
c)
Acquisition
d)
Audience
e)
Conversion
15.
Which of the following should you NOT collect
with Google Analytics ecommerce JavaScript? Select all that apply
a)
Product SKU(s)
b)
Purchase amount
c)
Tax amount
d)
Billing city
e)
Credit card number
16.
You have defined goal X such that any PDF
download qualifies as a goal conversion.
A user comes to your site once and downloads five PDFs. How many goal
conversations will be recorded?
a)
0
b)
5
c)
2
d)
1
17.
True or False: When you share a link to custom
report, you share the data in the report.
a)
True. Sharing a link to a custom report shares
the data in the report.
b)
False. Sharing a link to a custom report only
shares a template for the report
18.
Which of the following would be valid segments
to consider when looking at data? Select all that aply
a)
Traffic by marketing channel
b)
Traffic by time of day
c)
Traffic by geography
d)
Traffic by device
19.
Your business is to maximize the number of sales
through your website. Which of the following metrics would most directly help
you measure performance against this objective?
a)
Ecommerce conversion rate
b)
Page Value
c)
Visits
d)
Bounce Rate
e)
Pages / Visits
20.
You want to know whether button X is clicked
more often than button Y. Which of the following would be most useful?
a)
Events
b)
Real-Time
c)
Intelligence
d)
Annotations
21.
Which of the following would you use to set up a
custom alert?
a)
Real-Time
b)
Conversions
c)
Intelligence
d)
Content
22.
Which of the following most accurately describe
the concept of attribution in digital analytics?
a)
Determining a traffic source
b)
Calculating ROI
c)
Calculating cost per click
d)
Assigning credit for conversions
e)
Determining a user’s device
23.
You want to measure the percentage of sessions
during which the user clicks a “product details” button. Which of the following
would you need to do in order to see this information?
a)
Set up a “product details” button in the
ecommerce JavaScript
b)
Track the button with an event and set up an
event goal
c)
Track the button as a page view and look at the
Events Overview
d)
Enable the button as a KPI and set up the
dashboard
e)
None of these options will work
24.
Which of the following Channels is part of the
Default Channel Grouping? Select all that apply.
a)
Display
b)
Social
c)
Direct
d)
Organic
25.
Which of the following would prevent URL
destination goal conversions from being recorded? Select all that apply
a)
No URL destination goal have been defined
b)
The tracking code is missing from the conversion
page
c)
There was a misspelling in the URL of the goal
definition
d)
The match type in the goal definition is
incorrect
26.
You want to evaluate the landing pages you are
using for Adwords ads. Which of the following dimension would be most useful?
a)
Keyword
b)
Ad Group
c)
Destination URL
d)
Campaign
e)
Placement s
27.
Which of the following are true about
segmentation? Select all that apply
a)
Segmentation should generally not be used
without Real-Time reporting.
b)
Segmentation is a technique that should only be
used by experienced analysts
c)
Segmentation can help you find the underlying
causes of changes to your aggregate data
d)
Segmentation allows you to isolate and analyze
subsets of your data
28.
If a paid keywords has an Assisted/Last Click or
Direct Conversions value of .5, which of the following is true?
a)
The keyword played an assisted role in exactly
five conversions
b)
The keyword played an assisted role in exactly
one conversions
c)
The keyword played an assisted role less often
than it played a last click role.
d)
None of these answers
29.
Which of the following technologies on your site
influence how you implement Analytics? Select all that aply
a)
Responsive web design
b)
Query string parameters
c)
Server redirects
d)
Flash and AJAX events
30.
Setting up goals allows you to see
_____________. Select all that apply
a)
Conversion paths
b)
Ecommerce revenue
c)
A list of transactions
d)
Bounce rate
e)
Conversation rates
31.
Which of the following technologies or features
can be used to add data to Google Analytics? Select all that apply.
a)
Intelligence
b)
Measurement Protocol
c)
Cost Data Import
d)
Real-Time
e)
Dimension Widening
32.
Generally, the recommended best practice is to
set up one Google Tag Manager account
a)
For every person who will have access to Analytics
b)
For every site you want to track
c)
For every Analytics view
d)
For your company
33.
You want a second view of your data where you
only see traffic to a particular subdirectory. What is the best way to set this
up?
a)
Create a duplicate view and add a filter: select
“include only traffic to a subdirectory” from the Filter Type drop down and
specify the subdirectory
b)
Create a second Google Analytics account, and
apply the new tracking code to the pages in the subdirectory
c)
Create a new web property and add the new tracking
code to the pages on the subdirectory
d)
Create a new view and apply an advanced filter
that deletes pages data outside the subdirectory
34.
Your ecommerce sells colorful wrist watches that
visitors can customize using a tool online. Which of the following
represents(s) a micro conversion for your site? Select all that apply
a)
Use of the “customize your watch” tool
b)
An exit from a product page
c)
An email signup
d)
An online sale
35.
A visitor comes to your site but stops looking
at pages and generating events. Which of the following will occur by default?
a)
The visitor’s session expires after 5 minutes of
inactivity
b)
Google analytics does not keep track of sessions
by default
c)
The visitor’s session expires after 30 minutes
of inactivity
d)
The visitor’s session expires once the visitor
has exited your site
36.
To calculate ROI correctly, Google Analytics
needs (select all that apply)
a)
Operating cost
b)
Revenue
c)
Cost
d)
Interest Rate
e)
Margin
37.
Which of the following are possible uses of
filters? Select all that apply
a)
Excludes visits from a particular IP address
b)
Report on only a subdomain or directory
c)
Include only traffic coming from a particular
campaign
d)
Replace complicated pages URLs with readable
text strings
38.
Which of the following suggest a poorly
performing landing page?
a)
% New Visits > 90%
b)
% New
Visits < 90%
c)
Bounce Rate < 90%
d)
Bounce Rate > 90%
e)
None of these answers
39.
You want to see the % of sessions in which a
specific button was clicked. Which of the following would be most useful?
a)
Set up a dashboard
b)
Set up a custom report
c)
Set up an event goal
d)
Set up Real-Time reporting
40.
Which of the following you would you use to show
two date ranges on the same graph?
a)
Plot rows
b)
Motion charts
c)
Date comparison
d)
Pivot table
e)
Secondary dimension
41.
You want to know whenever weekly revenue for
your “spring sale” campaign increase or decrease by an unusual amount. Which of
the following would be most useful?
a)
Real-Time
b)
Secondary dimensions
c)
Intelligence
d)
Annotations
42.
Digital Analytics is:
a)
The analysis of data from your business and
competition
b)
The analysis of quantitative data from your
business
c)
A process of continual improvement of the online
experience
d)
The analysis of qualitative data from your
business
e)
All of the above
43.
Which of the following are measures of traffic
volume?
a)
Bounce Rate
b)
Avg. Time on Site
c)
Visits
d)
Margin
44.
Which two metrics below would be best KPIs for
measuring the performance of an ecommerce business? Select two.
a)
Revenue
b)
Pageviews
c)
Bounce rate
d)
Average order value
45.
You want to see conversion rates for Windows
visits coming from London. Which of the following dimensions would you need to
select?
a)
City, and Goal Conversation Rate as a secondary
dimension
b)
Goal Conversation Rate, and City as a secondary
dimension
c)
Operating System, and City as a secondary
dimension
d)
Any one of these options
46.
Which of the following is true for ROI?
a)
If the Cost is $5 and Revenue is $5, your ROI is
20%
b)
If the Cost is $5 and Revenue is $5, your ROI is
50%
c)
If the Cost is $5 and Revenue is $5, your ROI is
100%
d)
If the Cost is $5 and Revenue is $5, your ROI is
0%
e)
None of these answers are true for ROI
47.
Which of the following metrics shows the number
of times your ads were displayed?
a)
Impressions
b)
Pageviews
c)
CTR
d)
Visits
e)
Clicks
48.
Which of the following questions can be answered
using the goal flow report?
a)
Do visitors usually start my conversion process
from the first step or somewhere in the middle?
b)
Are there any steps in my conversion process
that don’t perform well on mobile devices compared to desktop devices?
c)
Are there a lot of unexpected exits from a step
in the middle of my conversion fennel?
d)
Is there a place in my funnel where traffic
loops back to the beginning of the conversion process to start over?
49.
Which of the following are advantages of
implementing Google Tag Manger?
a)
You can add non-Google tags to your site without
editing site code
b)
You can change configuration values in your
mobile app without rebuilding a new binary
c)
You can add Google Analytics tags to your site
without editing site code
d)
You can add Adwords tags to your site without
editing site code
50.
Your company has a website and a mobile app, and
you want to track each separately in Google Analytics. How should you structure
your account(s)?
a)
One account, one property, no views
b)
One account, one property, one views, because
you can’t use Google Analytics to track the mobile app
c)
One account, two properties
d)
One account, one property, two views
51.
Which campaign tracking variables are required
in order to ensure accurate data for your campaigns in the “All Traffic”
report? Select all that apply
a)
Utm_source
b)
Utm_medium
c)
Utm_term
d)
Utm_content
e)
Utm_campaign
52.
Which of the following would be most useful for
ranking pages according to revenue contribution?
a)
Bounce Rate
b)
Page Value
c)
Revenue
d)
Margin
e)
ROI
53.
Which of the following is not a standard
campaign parameter?
a)
Utm_adgroup
b)
Utm_content
c)
Utm_source
d)
Utm_campaign
54.
Which of the following reports allow you to
identify the terms visitors use to conduct searches within your site? Select
all that apply
a)
Search Engine Optimization Report
b)
Keyword report
c)
Affinity Categories
d)
Site Search Rep
55.
Which of the following reporting dimensions
would be useful to reference if you were rebuilding a website?
a)
Language
b)
Screen Colors
c)
Browser
d)
All of the dimensions
e)
None of these dimensions
56.
Which of the following are examples of channels?
Select all that apply.
a)
Display
b)
Audience
c)
Conversion
d)
Organic Search
e)
Email
57.
Your Multi-Channel Funnel reports have no data.
What is most likely reason?
a)
You haven’t set up the Goal Funnels?
b)
You haven’t implemented Goal or Ecommerce
c)
You are not using Google Tag Manager
d)
You haven’t enabled demographic data
e)
You are not using Content Experiments
58.
Person A and person B each visits your commerce
site once. During her visit, person A buys one of your products. Then, before
leaving the site, she makes another purchase. Person B buys nothing. What is
your ecommerce conversion rate of these two visits?
a)
100%
b)
200%
c)
0%
d)
50%
e)
33%
59.
Which of the following are metrics? Select all
that apply.
a)
% New Visits
b)
City
c)
Pageviews
d)
Browser
60.
When configuring a goal, why is it useful to
assign a goal value?
a)
To calculate ecommerce metrics
b)
To attribute monetary value to non-ecommerce conversions
c)
To determine the conversion rate
d)
To determine the popularity of each of your
pages
61.
Which of the following could be measured by
defining a goal in Google Analytics?
Select all that apply
a)
The percentage of visits that contain only one
page view
b)
The percentage of visits during which visitors
spend at least two minutes on the site
c)
Conversion rate
d)
The percentage of visits that result in a site
registration
62.
For each user who comes to your site, Google Analytics
automatically captures which of the following Traffic Source dimensions? Select
all that apply.
a)
Source
b)
Ad content
c)
Medium
d)
Campaign
63.
You publish articles by many different authors
on your site. You want to create a report that shows the total number of
pageviews for each author. Which of the following features will allow you to
add author information to Google Analytics
a)
Annotations
b)
Dimension Widening
c)
Segments
d)
Custom reports
e)
Analytics Intelligence
64.
The demographic and interest category
information in Google Analytics comes from
a)
Google Tag Manager
b)
Information that
upload from your CRM
c)
The Adowrds first party cookies
d)
Survey data filled out by users
e)
The DoubleClick third-party cookies
65.
What is the purpose of the URL builder?
a)
Using the URL Builder is required in order to
track Adwords visits
b)
To optimize the landing pages
c)
To generate the URL tracking parameters that
need to be appended to an organic search result
d)
To generate a URL with tracking parameters
66.
In the Linear Attribution Model,
a)
The last touchpoint receives 100% of the credit
for the conversion
b)
Each touchpoint in the conversion path shares
equal credit for the conversion
c)
The first touchpoint receives 100% of the credit
for the conversion
d)
The touchpoints closest in the time to the
conversion get most of credit
67.
You’ve noticed that many users visit your site
several times before converting and you want to understand in more detail how
they arrive at your site. Which of the following metrics would be most helpful
in showing you whether a keyword is part of a conversion path?
a)
Impressions
b)
Clicks
c)
Bounce Rate
d)
Visits
e)
Assisted Conversions
68.
Which of the following are tracked by the Site
Speed reports? Select all that apply.
a)
Page-load time for a sample of pageviews on your
site
b)
Button click response time
c)
How quickly the browser parses a page and make
it available for user interaction
d)
How quickly images load
69.
The URL of homepage of your site is
example.com/index. You would like this to appear as “/home” in your Pages
report. How can this be achieved?
a)
Use a search and Replace custom filter on the
request URI field where Search String is “/index” and Replace String is “/home”
b)
Use a Search and Replace custom filter on the
request URI field where Search String is www.example.com/index
and Replace String is www.example.com/home
70.
Which of the following metrics would allow you
to assess Adwords campaign profitability? (Select all that apply.)
a)
CPM
b)
Margin
c)
Revenue per Click
d)
CTR
e)
ROI
