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60 Cards in this Set

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  • Back

Digital analytics

Analysis of qualitative and quantitative data from your business and the competition to drive a continual improvement of the online experience that your customers and potential customers have which translates to your desired outcomes (both online and offline).

Qualitative data

is information about qualities; information that can't actually be measured.

Quantitative data

is data expressing a certain quantity, amount or range. Usually, there are measurement units associated with the data.

Goals for Ecommerce, Lead Generation,

Content publishers, online information support and Information Branding.

Ecommerce- sell products

Lead Generation- contact information

Content Publishers- engage users

Online Info Support- Help customers find information Branding- drive awareness, engagement and loyalty

Micro conversions

Less important action but show the steps to the Macro conversion (signing up for the newsletter, viewing a product video, or giving contact information) All steps leading up to the Macro conversion.

Macro conversions

Most important action, that the business is striving to. (sales of the product)

Example of Segments that are available

‘Demographics’, ‘Technology’, ‘Behavior’, ‘Data of First Visit’, ‘Traffic Sources’ and ‘E-commerce’ for you to start with. You can combine the configuration in multiple templates to build a segment.

True or False: Segmentation allows you to isolate and analyze subsets of your data.


True or False: Segmentation can help you find the underlying causes of changes to your aggregate data.


What is an Attribution?

A way to assign an amount to a conversion, to keep track of the amount conversions.

The First Interaction model

attributes 100% of the conversion value to the first channel with which the customer interacted.

The Linear model

gives equal credit to each channel interaction on the way to conversion.

The Last AdWords Click

model attributes 100% of the conversion value to the most recent AdWords ad that the customer clicked before buying or converting.

The Last Non-Direct Click model

ignores direct traffic and attributes 100% of the conversion value to the last channel that the customer clicked through from before buying or converting.

The Last Interaction model

attributes 100% of the conversion value to the last channel with which the customer interacted before buying or converting.

The Position Based model

allows you to create a hybrid of the Last Interaction and First Interaction models.

How to build your Analytics infrastructure

1. Define measurement plan

2. Document Technical infrastructure

3. Create Implementation Plan

4. Implement

5. Maintain & Refine

5 steps of Measurement Planning

Document Business objectives

Identify strategies and tactics

Choose KPIs (Key product indicator)

Choose Segments

Choose Targets

How does the system Data collection work?

uses a small piece of javascript, which collects data on how the user is reviewing the site. One package = a hit or interaction on the site. A hit is sent to the account.

How does system configuration work?

In this step, Google Analytics applies your configuration settings, such as filters, to the raw data. Once your data is processed, the data is stored in a database. Once the data has been processed and inserted into the database, it can’t be changed.

How does the system Processing step work?

Once the hits from a user have been collected on Google’s servers, the next step is data processing. This is the “transformation” step that turns your raw data to something useful.

How does the system Reporting step work?

Typically, you will use the web interface at to access your data. However, it is also possibly to systematically retrieve data from your Google Analytics account using your own application code and the Core Reporting API.

True or False: To collect mobile application data with Google Analytics, you should implement the exact same code you use for your website tracking.


The code snippet for tracking websites with Google Analytics is written in:


What are considered the four main components of how the Google Analytics system works?

Reporting, configuration, processing, Data collection

What are Dimensions?

The descriptor of the what the metric is syncing with- examples- Common dimensions- traffic source, geography of user-characteristics

What are Metrics?

help you understand the behavior of the users- the amount of the activity that occurs. (can be averages) Example- Time duration, page views.

Examples of metrics?

Pageviews, Avg. Session Duration

Examples of dimensions?

Page Title, Country

It is recommended that you place the Google Analytics javascript tracking code:

just before the closing tag

True or False: The order in which filters appear in your settings matters.

True. Filters are executed in the order in which they appear

What are some limitations of filters?

Filters are destructive. Filtering your incoming hits permanently changes those hits in that view, according to the type of filter. Therefore, you should ALWAYS maintain an unfiltered view of your data.

Filters require up to 24 hours before they are applied to your data.

Fields specified in a filter must exist in the hit and not be null in order for the filter to be applied to that hit.

Filters can...

exclude data, include data, and change data

What is a Destination Goal?

When someone ends up a page after finishing the transaction.

What is a Duration goal?

You can use this to track how many people stay on your site for a certain amount of time. Also, you can set the goal to track every visit that’s below a specific amount of time. This gets super useful for support sites that are trying to help customers answer their question as fast as possible.

What is a Pages/screens per visit goal?

Pages/visit is another easy goal type to set up and similar to visit duration goals. Instead of tracking how much time people spend on your site, this goal tracks the number of pages each visitor sees before they leave. Once again, it’s ideal for customer support sites.

What is an event goal?

Event goals are a little bit more complicated because you have to set up the events. Once you have the events ready to go, you can easily select any event as a goal.

You can track just about anything you want with Google Analytics events such as:External linksDownloadsTime spent watching videosSocial media buttonsWidget usage

What is an example of a funnel?

The steps/pages leading up to a goal.

3 steps to start tracking Ecommerce

1. Enable ecommerce reporting within your view.

2. Add the google analytics code to the receipt page within the site.

3. Add additional ecommerce tracking codes onto the receipt page.

True or False: A goal conversion can only be counted once per visit.


True or False: A ecommerce goal conversion can be counted more than once.


What is a Source?

The name of a website in which they came from.

What is a Medium?

The mechanism, or how the user got to the site. Referral, organic, or none.

What Audience report would you use to see how often users return to your site?

Frequency & Recency reports

What Audience reports would you use to see how your site performance differs between desktop, smartphone and tablet users?

Mobile reports

What Audience reports would you use to determine whether first-time site visitors or repeat site visitors spend more time on your site on average?

New vs. Returning reports

In Google Analytics, "attribution" most commonly refers to:

Assigning which conversions should be tracked for your site or mobile app

Assigning which marketing channels get credit for conversions

Assigning the value of an ecommerce purchase

Assigning which property you want to collect data in for each of your websites and apps

True or False: Your key performance indicators (KPIs) are automatically tracked as Goals in Google Analytics.

False. You must set up your goals once you identify the KPIs you want to track.

Which of the following are metrics?

Site Search Term


Avg. Time on Page

Goal Conversion Rate

Which of the following are dimensions?


Event Category

Bounce Rate

Ad Content

True or False. If you make a mistake implementing a filter you can always correct it by fixing the filter and reprocessing the historical data.


Which of the following traffic source / medium combinations would NOT be detected by Google Analytics automatically and would require manual tagging for customization?

google / organic / display / referral

direct / (none) / organic

Add campaign link tags to the URL so that traffic to the link would show in the Source / Medium report as "coupon / email" and in the Campaigns report as "springsale". Enter the tagged URL here.

You own three different websites that operate independently but are all a part of the same company. Which of the following is the best way to set up your Google Analytics account for these sites?

Create three different accounts, one for each website, so that no account settings overlap for the sites.

Create three different properties, one for each website, so that each site has its own unique tracking code.

Create three different views under the same property (one for each website) so that the data for all three sites is aggregated in your reports.

None of these options will work.

A user visits your website and subscribes to your newsletter, which you are tracking as a Goal. The user's colleague then immediately subscribes to the same newsletter using the same computer and browser. How many conversions will be recorded in Google Analytics?

0, 1, 2

You have been asked to find opportunities to increase the number of users who complete the three-step account sign-up process on your site. Which of the following analyses would be most useful for your investigation?

Using the Source/Medium report to identify which traffic sources have the highest conversion rate.

Using the Landing Pages report to identify which landing pages have the highest conversion rate.

Using the All Pages report to identify which pages have the most pageviews.

Using the Goal Flow report to identify which of the three steps has the highest drop-off rate

Which of the following reports allows you to identify the terms users input to conduct searches within your site?

Keyword report

Site Search report

Search Queries report

Search Engine Optimization report

You want to create a report in Google Analytics that shows you the Sessions and Ecommerce Conversion Rate broken out by both the dimensions Medium and City. How could you create this report?

Adjust the primary dimension of the Locations report to "City" and add a secondary dimension of "Medium." Then switch the metric group to "Ecommerce."

Adjust the primary dimension of the Source/Medium report to "Medium" and add a secondary dimension of "City." Then switch the metric group to "Ecommerce."

Create a Custom Report with the dimensions "Medium" and "City" and the metrics "Sessions" and "Ecommerce Conversion Rate."

You can find this data in the default Locations report without adjusting any settings.

It is not possible to create this report in Google Analytics.

Which of the following are dimensions?


Event Category

Bounce Rate

Ad Content

Within a 30-day period a user visits your website first from a social media ad, then from a banner ad on a news site, and then from a paid search ad. On the final visit the user submits a "Contact" form that you track as a Goal conversion. Which of the following statements are true about how the user's activity will be reported?

The social media ad will get all the credit for the conversion because it was the first source that brought the user to your site.

The social media ad and the banner ad will be given credit in the Multi-Channel Funnels reports as "assisting interactions."

In the Source/Medium report all three traffic sources will get credit for the conversion.

In the Source/Medium report only the paid search ad will get credit for the conversion.