Monday 29 August 2016

Digital Analytics Fundamentals Exam Answers

Digital Analytics Fundamentals - Lesson 1.1 Course overview

Understand how to navigate and complete this course

Digital Analytics Fundamentals - Lesson 2.1 The importance of digital analytics
Understand what "digital measurement" means
Recognize why digital analytics tools like Google Analytics are important to implement for your business

Question 1. 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.  (a) numeric, (b) continual change, (c) customers, (d) audience
b.  (a) quantitative, (b) continual improvement, (c) customers, (d) outcomes
c.  (a) numeric, (b) continual improvement, (c) customers, (d) audience
d.  (a) quantitative, (b) continual change, (c) customers, (d) outcomes

Answer:  b

Question 2. Which of the following platforms is Google Analytics capable of tracking?

Check all that apply.

a. User activity on a website
b.  User activity on a mobile website
c.  User activity on a mobile application
d.  User activity on a gaming console
e.  User activity on any digitally connected device

Answer: All options - a,b,c,d,e

Question 3. For each of the five business types below, select the objective that you would most likely track as a desired outcome.

Content Publisher, options: a)Drive product sales, b)Drive contact form submissions, c)
Encourage engagement & awareness, d)Encourage frequent visitation, e)Provide information quickly

Branding, options: a)Drive product sales, b)Drive contact form submissions, c)Encourage engagement & awareness, d)Encourage frequent visitation, e)Provide information quickly

Online information / support, options: a)Drive product sales, b)Drive contact form submissions, c)Encourage engagement & awareness, d)Encourage frequent visitation, e)Provide information quickly

Lead generation, options: a)Drive product sales, b)Drive contact form submissions, c)Encourage engagement & awareness, d)Encourage frequent visitation, e)Provide information quickly

Ecommerce, options: a)Drive product sales, b) Drive contact form submissions, c)Encourage engagement & awareness, d) Encourage frequent visitation, e) Provide information quickly

Answer: Content Publisher option d)
Branding option c)
Online information / support option e)
Lead Generating option b)
Ecommerce option a).

Digital Analytics Fundamentals - Lesson 2.2 Core analysis techniques
Describe segmentation and why it is an important technique for good analysis
Understand the importance of using internal and external benchmarks to add context to your data

Question 1. Which of the following are true about segmentation?

Check all that apply.

a. Segmentation allows you to combine data from multiple web properties in your reports.
b. Segmentation allows you to isolate and analyze subsets of your data.
c. Segmentation is a technique that should only be used by experienced analysts.
d. Segmentation can help you find the underlying causes of changes to your aggregate data.

Answer: b, c

Question 2. Which of the following is an example of adding internal context to your data?

Choose one.

a. Using third-party data for your competition to set targets for your own site performance.
b. Using a monthly visits benchmark from your industry as a whole to set targets for your own site performance.
c. Using your site's historical monthly visits data to set a future monthly visits target.

Answer: c

Digital Analytics Fundamentals - Lesson 2.3 Conversions and conversion attributionDefine the term "conversion"
Explain how marketing attribution works in Google Analytics and why understanding attribution is important for good analysis
Understand the “last-click” attribution model versus other models

Question 1. Your business' objective 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. Visits
b. Ecommerce conversion rate
c. Page value
d. Bounce rate
e. Pages / visit

Answer: b

Question 2. You run a heavy-machinery business and use your website to generate sales leads for high-priced items. Which of the following actions below would you consider the main "macro conversion" for your site?

a. A potential customer visits a lead form, but doesn't fill it out or submit it.
b. A potential customer fills out and submits a lead form.
c. A potential customer downloads a spec sheet for one of your machines.
d. A potential customer signs up for your weekly newsletter.
e. A potential customer joins your social media community.

Answer: b

Question 3. A customer visits your site four times in a month before making a $100 purchase on your site. She first comes to your site by clicking on a search ad, then a social media ad, then another search ad, and finally a display ad. If you’re using a linear attribution model, how much conversion credit could be assigned to the last display ad?

a. $0
b. $25
c. $50
d. $100

Answer: b

Digital Analytics Fundamentals - Lesson 2.4 Creating a measurement plan
Learn the five-step process for creating a measurement plan to track your online performance
Define meaningful goals, targets and segments
Understand how your business objectives will influence what you track in Google Analytics

Question 1. 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

Read through the example business objective below to answer questions 2 through 5.

You run a business that offers online real estate listings and have defined the following as your overall business objective:

"Help residential home buyers easily discover, finance and purchase the home of their dreams."

Question 2. Which of the following would be the best strategies to define in your measurement plan to support the business objective above?

Choose three.

a. Enable users to contact local realtors for their favorite properties through an online form.
b. Send users daily emails with the highest priced properties in their neighborhood.
c. Connect users to mortgage estimation tools and financing options through an online portal.
d. Provide users with search tools to narrow the listing options to match their specific criteria.

Answer: a, c, d

Question 3. Which of the following would be the best KPIs to define in your measurement plan to support the strategies above?

Choose three.

a. Number of monthly site users
b. Percentage of users who complete a realtor contact form
c. Percentage of users who use the search tools on your site
d. Average time on page for the homepage
e. Average time on page for the "Contact" form
f. Percentage of users who engage with the mortgage estimation tool

Answer: b, c, f

Question 4. Which of the following segments would be useful to define in your measurement plan to support the business objective above?

Check all that apply.

a. First-time home buyers vs. experienced buyers
b. First-time site users vs. returning site users
c. Users who tried the mortgage estimation tool vs. those who didn't
d. Users who used search specification tools vs. users who completed a general listing search

Answer: a, b, c, d

Question 5. Which of the following could you use to set targets for your measurement plan?

Check all that apply.

a. Your historical site performance
b. Third-party industry benchmark data
c. Internal expectations from your business leadership
d. A random guess

Answer: a, b, c

Digital Analytics Fundamentals - Lesson 3.1 How Google Analytics works
Understand how Google Analytics collects data, processes data and generates reports

Question 1. Which of the following are considered the four main components of how the Google Analytics system works?

Select four correct answers.

a. reporting
b. replication
c. collection
d. configuration
e. calculation
f. analysis
g. certification
h. processing

Answer: a,c,d,h

Question 2. True or False: To collect mobile application data with Google Analytics, you should implement the exact same code you use for your website tracking.

 True
 False

Answer: b

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

 AJAX
 Flash
 JavaScript
 PHP

Answer: c



Digital Analytics Fundamentals - Lesson 3.2 Key metrics and dimensions defined

Define the terms "metrics" and "dimensions" and identify examples of each in Google Analytics
Understand how key metrics like "users," "sessions," "bounce rate" and other interaction metrics are calculated
Understand how time metrics are calculated


1. Which of the following are metrics?

Check all that apply.

 Avg. Session Duration
 Pageviews
 City
 Browser

Answer: a,b

2. Which of the following are dimensions?

Check all that apply.

This answer is correct.
 Conversion Rate
 Page Title
 % New Sessions
 Country

Answer: b,d

3. What is Bounce Rate?

 the percentage of visits when a visitor viewed only one page and then exited without a second interaction on the site
 the percentage of times unique visitors returned to your website in a given time period
 the percentage of sessions for which a visitor exits from your homepage
 the percentage of site exits

Answer: a

4. Why might a site have a high Bounce Rate?

Check all that apply.

 The landing page of the site has extra Event Tracking implemented to track additional actions besides pageviews.
 The ads that bring the users to the site set different expectations than the landing page.
 The site only has one page (e.g. a simple blog).
 The page that your users typically land on doesn't have enough information or a good call-to-action.

Answer: b,c,d,



Digital Analytics Fundamentals - Lesson 4.1 Creating an account

Practice the steps to create a Google Analytics account
Learn where to implement your Google Analytics code

For this activity, you will set up a new practice account in Google Analytics that you will use for the remainder of this course.

First, read through the account details below. Then, create a new account at www.google.com/analytics and answer the questions that follow to review what you learned in this lesson.

Create a practice account that is set up to track digital assets for a hypothetical outdoor retail store, which sells their products online. These assets include both a website (www.myoutdoorstore.com) and a mobile application.

Get started by setting up the tracking for the website first. You should choose to use the Universal Analytics code, the newest version of Google Analytics, for this account.
1. What is the tracking ID (UA-XXXXX-1) that you've created for your new practice account?


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

 just after the opening <head> tag
 just before the closing </head> tag
 just after the opening <footer> tag
 just before the closing </footer> tag

Answer: b


Digital Analytics Fundamentals - Lesson 4.2 Understanding your account structure

Understand the hierarchy of a Google Analytics account and the meaning of the terms “Account," “Property” and “View”
Practice creating new properties and new views
Recognize how account structure affects which data can be viewed together in Google Analytics

Using the practice account you created in lesson 4.1, follow the instructions below to create new properties and views for the account. Then, complete the questions that follow to review what you learned in this lesson.

When you created your practice account, your first default property was automatically created. Now you will edit your account structure to include additional properties and views. Your account should be set up to collect your website data separately from your mobile app data and each property you create should have a minimum of three views.

When you’re finished editing your account, the structure should look as follows:

1. How many properties in total do you now have in your practice account?

 1
 2
 3
 4
 5
 6
Answer: b

2. How many views in total do you now have in your practice account?

 1
 2
 3
 4
 5
 6
Answer: g

3. Which of the following best represents the hierarchical structure of a Google Analytics account from top to bottom?

 View → Account → Property
 Property → Account → View
 Account → View → Property
 Account → Property → View

Answer: d