assess for success marketing analytics and measurement weekly challenge 2

1. Fill in the blank: When a Google Analytics 4 property is initially set up for a website or app, certain _____ are automatically enabled to collect information.

  • dimensions
  • events
  • campaigns
  • searches

2. Which events are automatically enabled when monitoring a website in Google Analytics? Select two.

  • session_start
  • first_visit
  • add_to_cart
  • view_search_results

3. Consider the following scenario:

Imagine that a marketer wants to use Google Analytics to monitor email traffic and learn how much of that email traffic came from the campaign of interest. To do that, they add tags to the URLs shared in emails and configure dimensions for these tags to monitor what? Select two.

  • utm_campaign tag
  • add_to_cart tag
  • utm_medium tag
  • page_view tag

 

4. In the Google Analytics Explorations feature, which Template gallery technique shows how user segments relate to each other?

  • Segment overlap
  • Cohort exploration
  • Funnel exploration
  • Free-form exploration

5. In Google Ads, what is the conversion value per cost metric?

  • The number of times potential customers saw the ads in a campaign.
  • The percentage of interactions with images, text, or extensions.
  • The estimated return on investment.
  • The average number of conversions per ad interaction.

6. In Google Ads, what does an ad group contain?

  • One or more payment methods for customers in different countries.
  • One primary goal that supports a Google Ads campaign.
  • One or more ads that target a shared set of keywords.
  • One or more metrics that are tracked through the stages of the marketing funnel.

 

7. Consider the following scenario:

Imagine that a marketer wants to learn which audience to spend more budget on in future marketing campaigns. They decide to combine conversion data with audience demographic data to conduct an analysis.

What method can they use to do this?

  • Analyze conversion data from Google Analytics.
  • Link a Google Ads account to Google Analytics and combine the data.
  • Switch back and forth between Google and non-Google platforms to review data separately.
  • Analyze demographic data from Google Ads.

 

8. Fill in the blank: A cross-channel last click attribution model attributes 100% of a conversion to _____.

  • the last device that a customer used to view an ad
  • the last Google Ads channel clicked through
  • the first channel that a customer engaged with
  • the first Google Ads channel that a customer engaged with

 

9. What are the benefits of exporting marketing campaign data from Google Ads and Google Analytics as a CSV file? Select two.

  • To keep an archive of data from past campaigns for analysis and comparison.
  • To link data from Google Ads to Google Analytics.
  • To share a Reports snapshot in Google Analytics.
  • To analyze the data in another tool, like a spreadsheet or BigQuery.

10. Consider the following scenario:

Imagine that a marketer needs to monitor a website’s performance with analytics tools. The website’s tags are implemented using HTML and JavaScript code. The company uses a variety of analytics tools from multiple vendors.

Which method of tagging best supports the company’s needs?

  • Google’s global site tag
  • Selective reporting tag
  • Google Tag Manager
  • Enhanced measurement

 

11. In Google Analytics, which of the following are required for data collection? Select all that apply.

  • A budget
  • An event
  • A site tag
  • A campaign goal

12. Imagine that a marketer wants to use Google Analytics to monitor brand awareness. First, they confirm that the share event is enabled. Next, they add tags to URLs that can be shared and configure dimensions for these tags. Finally, they confirm that the page_view event is enabled.

Which tags do they add to URLs? Select all that apply.

  • utm_medium tag
  • utm_campaign tag
  • utm_view tag
  • utm_source tag

13. A marketer calculates the estimated return on investment at the conversion stage of the marketing funnel. What metric did they use?

  • Number of conversions
  • Conversion value per cost
  • Clicks and impressions
  • Click through rate

14. Fill in the blank: A(n) _____ contains one or more ads that target a shared set of keywords.

  • ad group
  • campaign
  • smart campaign
  • objective

15. A marketer uses an attribution model that attributes 100% of a conversion to the last Google Ads channel clicked through. Which model does this describe?

  • Position-based
  • Ads-preferred
  • Campaign report
  • Credit for conversion

16. A marketer uses Google’s global site tag to monitor and track a website. Why would they choose this tag?

  • It has a graphical interface for the deployment of tags
  • It is designed for use with all Google products and services.
  • It works with any HTML or JavaScript tags.
  • It enables the management of many tags for multiple advertising platforms.

17. In Google Analytics, what is the result of an event?

  • Data reporting stops
  • Data analysis starts
  • Data collection starts
  • Data visualization stops

18. In Google Analytics, each enabled event has dimensions associated with it. Dimensions are the attributes or characteristics of an event. What can dimensions be used for?

  • To collect information on how users arrive on a website or app
  • To automatically enable information to be collected
  • To calculate the conversion rate for the email campaign
  • To create metrics for social media and email campaigns

19. Consider the following URL:

www.example.com/utm_source=facebook&utm_campaign=winter-sale

What do the UTM tags in the URL enable you to do?

  • Monitor users who click the link to the Winter Sale campaign page from Twitter
  • Monitor the conversion rate of the Winter Sale campaign
  • Monitor the brand awareness of the Winter Sale campaign
  • Monitor users who click the link to the Winter Sale campaign page from Facebook

20. A digital marketer uses a Google Analytics template to view customer behavior and value over time. What technique does this describe?

  • User lifetime exploration
  • Cohort exploration
  • Free-form exploration
  • Funnel exploration

21. A marketer sets up a Google Ads account. They create a campaign and select a campaign goal. They then decide to use an ad group. What does an ad group contain?

  • One or more ads that target a shared set of keywords
  • The primary objective of the campaign
  • The payment methods for the account depending on the currency
  • The categories of goals used in various types of campaigns

22. A marketer links a Google Ads account to Google Analytics. What does this enable them to do?

  • Link non-Google platforms to Google Analytics
  • View the marketing funnel in several platforms
  • Increase the conversion rate across several social media platforms
  • Have a complete view of the marketing funnel in one place

23. A marketer uses an attribution model that attributes 100% of a conversion to the last channel that a customer clicked through. Which model does this describe?

  • Credit for conversion
  • Ads-preferred
  • Cross-channel last click
  • Campaign report

24. Fill in the blank: Data from Google Analytics can also be _____ like BigQuery, which is Google's data warehouse in the cloud.

  • linked to the same platforms
  • exported to other platforms
  • shared to expensive platforms
  • copied to unknown platforms

25. Imagine that a marketer wants to use Google Analytics to monitor email traffic and learn how much of that email traffic came from the campaign of interest. To do that, they add tags to the URLs shared in emails and configure dimensions for these tags to monitor what? Select all that apply.

  • page_view tag
  • utm_campaign tag
  • add_to_cart tag
  • utm_medium tag

26. In the Google Analytics Explorations feature, which Template gallery technique shows the data for users that have been organized into groupings by their common attributes?

  • User lifetime
  • Funnel exploration
  • Path exploration
  • Cohort exploration

27. In Google Ads, what is the impressions metric?

  • The average number of conversions per ad interaction.
  • The number of times potential customers saw the ads in a campaign.
  • The investment made on campaign ads.
  • The estimated return on investment.

28. Imagine that a marketer wants to create an archive of data from past campaigns for analysis and comparison. How can they do that?

  • Create explorations in Google Analytics.
  • Import relevant marketing data into BigQuery.
  • Link relevant data to a Google Ads scorecards.
  • Export data from Google Ads and Google Analytics.

29. A marketer uses Google Tag Manager for universal tagging. Why would they choose this tag?

  • After adding this tag, other products like Google Ads can also be turned on to collect metrics for the traffic from Google Ads.
  • It is designed for use with all Google products and services, and additional tags are required to monitor traffic from other advertising or media platforms.
  • It enables the use and management of many tags for multiple advertising platforms and systems in a simple and centralized way.
  • It enables the use and management of one tag for multiple advertising platforms and systems in a simple and centralized way.

30. A digital marketer uses Google Analytics to help monitor the conversion rate for an email campaign. Which campaign tags should be added to the URL shared in emails? Select all that apply.

  • utm_add_to_cart
  • utm_source
  • utm_campaign
  • utm_medium

31. A digital marketer uses a Google Analytics template to visualize the steps users take to progress from one stage in the customer journey to the next. What technique does this describe?

  • Path exploration
  • Cohort exploration
  • Free-form exploration
  • User lifetime exploration

32. In Google Ads, what can ad groups help you do? Select all that apply.

  • Select the right ads for a campaign based on the most relevant keywords.
  • Organize ads based on keywords.
  • Track user behavior on a brand’s website.
  • Determine what tags to add to URLs.

33. Fill in the blank: Linking Google Ads to Google Analytics allows you to combine the conversion data from Google Ads with the _____.

  • attribution models in non-Google platforms
  • audience demographics in Google Analytics
  • budget allocation of the current campaign
  • marketing funnel of future campaigns

34. Fill in the blank: A(n) _____ attributes 100% of the conversion to the last Google Ads channel a customer clicked through before converting.

  • single-channel first click attribution model
  • cross-channel last click attribution model
  • single-channel last click attribution model
  • ads-preferred attribution model

35. A marketer exports data from Google Ads and Google Analytics. What does this enable them to do?

  • Ensure that the data columns include all the data they want to export
  • Use campaign data in isolation from previous campaign data
  • Eliminate any new discoveries from an analysis of historical trends
  • Analyze the data from Google Ads and Google Analytics in a spreadsheet

36. Fill in the blank: Google Tag Manager enables the use and management of _____ and systems in a simple and centralized way.

  • many tags for one advertising platform
  • many tags for two advertising platforms
  • one tag for multiple advertising platforms
  • many tags for multiple advertising platforms

37. When monitoring a website in Google Analytics, a marketer collects information on user behavior. Which of the following are considered advanced metrics they can track?

  • View search results (when a user performs a search on a site)
  • Session start (when a user engages with a website)
  • Awareness (when a user first learns about a website)
  • First visit (when a user first visits a website)

38. In the Google Analytics Explorations feature, which Template gallery technique uses a table or chart to visualize the data?

  • Cohort exploration
  • User lifetime
  • Free-form exploration
  • Segment overlap

39. A marketer calculates the number of times potential customers view an ad in a campaign at the awareness stage of the marketing funnel. What metric did they use?

  • Conversion rate
  • Impressions
  • Click through rate
  • Clicks

40. In Google Ads, a marketer sets up a campaign and implements multiple ads that target a shared set of keywords. What does this best describe?

  • An ad metric
  • An ad group
  • A campaign type
  • An account type

41. Consider the following scenario:

Imagine that a marketer wants a more complete view of the marketing funnel in one place—from clicks in the Awareness stage to conversion rate in the Conversion stage—without switching between platforms.

What method can they use to do this?

  • Run all marketing funnel and sales data through a DataBox account.
  • Run all marketing funnel and sales data through a Firebase account.
  • Link a HubSpot account to a Mailchimp account.
  • Link a Google Ads account to Google Analytics.

42. In Google Analytics, marketers often choose the cross-channel last click model. What does this model do?

  • It attributes 100% of the conversion to the last channel that a customer clicked through before converting.
  • It attributes 50% of the conversion to the last channel that a customer clicked through before converting.
  • It attributes 50% of the conversion to the last Google Ads channel that a customer clicked through before converting
  • It attributes 100% of the conversion to the last Google Ads channel that a customer clicked through before converting.

43. A marketer exports data from Google Ads and Google Analytics. What does this enable them to do?

  • Create an archive of data from past campaigns for analysis and comparison
  • Exclude all exported data from any future analysis
  • Use campaign data in isolation from previous campaign data
  • Ensure that the data columns include all the data they want to export

44. A digital marketer uses Google Analytics to collect and analyze information. What feature causes data collection to occur in Google Analytics?

  • Audiences
  • Campaigns
  • URLs
  • Events

45. Consider the following scenario:

Imagine a marketer sets up a Google Analytics 4 property to collect information about a brand’s website. Next, they want to learn what devices were used to visit the website.

What can the marketer use to collect this information?

  • Characteristics
  • Dimensions
  • Campaigns
  • Conversions

46. A marketer links a Google Ads account to Google Analytics. They learn which audience to spend more budget on in future campaigns. How does linking the accounts enable this insight?

  • It allows them to view data in Google Analytics, so they don’t have to switch back and forth between platforms.
  • It combines the conversion data from Google Ads with the audience demographics in Google Analytics.
  • It enables a complete view of the marketing funnel in one place, from awareness to conversion.
  • It compares the difference in attribution between the cross-channel last click and ads preferred-model.

47. Which of the following statements best describes Google Tag Manager? Select all that apply.

  • It has a graphical interface for the deployment of tags.
  • It requires that users have skills in Python programming.
  • It can work with any HTML or JavaScript-based tags.
  • It can deploy tags for Google Analytics only.

48. A marketer uses Google Analytics to monitor campaign metrics. They begin with events - which cause data collection to occur. Which of the following are ways in which events are enabled? Select all that apply.

  • Programmatically by a developer
  • Automatically
  • By turning on the enhanced measurement feature
  • By using specific devices

49. Fill in the blank: An ads preferred attribution model attributes 100% of a conversion to _____.

  • the first channel that a customer engaged with
  • the last Google Ads channel clicked through
  • the first Google Ads channel that a customer engaged with
  • the last device that a customer used to view an ad

50. A digital marketer uses a Google Analytics template to visualize the steps users take toward a conversion. What technique does this describe?

  • Cohort exploration
  • Funnel exploration
  • Free-form exploration
  • Path exploration

51. When monitoring a website in Google Analytics, you access information such as when a user first visits and engages with the website. Why did you gain access to user information before enabling any events?

  • Turning on the enhanced measurement feature enables all events
  • Using specific devices enables first visit and session start events
  • A developer programmatically created the events
  • Some events are automatically enabled, such as first visit and session start

52. In Google Analytics, a marketer uses the ads preferred model. What does this model do?

  • It attributes 50% of the conversion to the last channel that a customer clicked through before converting.
  • It attributes 50% of the conversion to the last Google Ads channel that a customer clicked through before converting.
  • It attributes 100% of the conversion to the last channel that a customer clicked through before converting.
  • It attributes 100% of the conversion to the last Google Ads channel that a customer clicked through before converting.

53. Imagine that a marketer wants to analyze the data from Google Ads and Google Analytics in a spreadsheet. How can they do that?

  • Generate dummy data in a spreadsheet that approximates campaign data.
  • Link relevant data in the Google Ads dashboard.
  • Export data from Google Ads and Google Analytics.
  • Import relevant marketing data into Google Analytics.

54. A marketer uses an attribution model that attributes 100% of a conversion to the last Google Ads channel clicked through. Which model does this describe?

  • Credit for conversion
  • Campaign report
  • Ads-preferred
  • Position-based

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