General Knowledge I

Digital analytics is

a) the analysis of quantitative data from your business
b) a process of continual improvement of the online experience
c) the analysis of qualitative data from your business
d) the analysis of data from your business and the competition
e) all of these answers are correct

Answer:
e) all of these answers are correct


 

Complete the definition of “digital analytics” by choosing the best option to fill in the blanks for the statement below.

“Digital analytics” is the analysis of qualitative and (a) ___________________ data from your business and the competition to drive a (b) ___________________ of the online experience that your (c) ___________________ and potential customers have which translates to your desired (d) ___________________.

(a) numeric, (b) continual change, (c) customers, (d) audience
(a) quantitative, (b) continual improvement, (c) customers, (d) outcomes
(a) numeric, (b) continual improvement, (c) customers, (d) audience
(a) quantitative, (b) continual change, (c) customers, (d) outcomes

Answer:
(a) quantitative, (b) continual improvement, (c) customers, (d) outcomes


 

What is the first step of analytics planning?

a) Document your technical infrastructure
b) Implement Google Analytics
c) Create your implementation plan
d) Define your overall measurement plan and business objectives

Answer:
d) Define your overall measurement plan and business objectives


 

Which of the following should be the first step you complete during the analytics planning process?

a) Implement Google Analytics
b) Create your implementation plan
c) Define your overall measurement plan and business objectives
d) Maintain and refine your plans
e) Document your technical infrastructure

Answer:
c) Define your overall measurement plan and business objectives


What is the order of steps when defining a measurement plan?

a) Business objectives > key actions > KPIs
b) KPIs > key actions > business objectives
c) Key actions > KPIs > business objectives
d) Business objectives > KPIs > key actions

Answer:
a) Business objectives > key actions > KPIs


To track website behavior data with Google Analytics, which steps will you need to complete?
(select all that apply)

a) Install Google Analytics software on your desktop
b) Create an Analytics account
c) Add the Analytics tracking code to each page of your site
d) Download the Analytics app

Answer:
b), c)


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 content publishers?

a) collecting user information for sales teams to connect with potential leads
b) selling products or services
c) encourage engagement and frequent visitation
d) all these options are equally relevant as business objectives for content publishers

Answer:
c) encourage engagement and frequent visitation


 

The demographics and interest category information in Google Analytics comes from

a) the DoubleClick third-party cookie
b) Google Tag Manager
c) survey data filled out by users
d) Information that you upload from your CRM
e) The AdWords first-party cookie

Answer:
a) the DoubleClick third-party cookie


 

When do Google Analytics Terms of Service permit sending personally identifying information (PII) to Google?

a) when encrypted
b) in custom campaigns only
c) never

Answer:
c) never


 

A visitor comes to your site but stops looking at pages and generating events. Which of the following will occur by default?

a) Google Analytics does not keep track of sessions by default
b) The visitor’s session expires after 5 minutes of inactivity
c) The visitor’s session expires once the visitor has exited your site
d) The visitor’s session expires after 30 minutes of inactivity

Answer:
d) The visitor’s session expires after 30 minutes of inactivity


When will Google Analytics end a default session?

a) After 30 minutes, regardless of user activity on your website
b) Once the user opens another browser window
c) When a user is inactive on your site for 30 minutes or more or closes a browser window
d) At noon every day

Answer:
c) When a user is inactive on your site for 30 minutes or more or closes a browser window


Which of the following would you use to set up a custom alert?

a) Intelligence
b) Real-Time
c) Conversions
d) Content

Answer:
a) Intelligence


 

Once your Google Analytics data has been processed, it can not be changed.

a) True
b) False

Answer:
a) True


Once Google Analytics processes the data it collects, it’s stored in a database where it can’t be changed.

a) True
b) False

Answer:
a) True


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

a) users and sessions
b) cohorts and interactions
c) registered users and browsers
d) purchasers and browsers

Answer:
a) users and sessions


 

A session in Google Analytics consists of:

a) The reports generated by users over a specific period of time
b) Interactions or hits from a specific user for all time
c) Interactions or hits from a specific user over a defined period of time
d) A group of users getting together in person to discuss analytics

Answer:
c) Interactions or hits from a specific user over a defined period of time

(Note: We like the idea of answer d) but unfortunately it’s wrong! :-))


 

By default, an Analytics session ends when inactive for:

a) 15 minutes
b) 30 minutes
c) 45 minutes
d) 60 minutes

Answer:
b) 30 minutes