Assess for Success: Marketing Analytics and Measurement

Weekly Challenge 2: Use metrics from Google Analytics and Google Ads 

Assess for Success: Marketing Analytics and Measurement

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.

• events

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

• session_start
• first_visit

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
• utm_medium tag

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

• Segment overlap

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

• The estimated return on investment.

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

• One or more ads that target a shared set of keywords.

7. Consider the following scenario:

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

What method can they use to do this?

• Link a Google Ads account to Google Analytics and combine the data.

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

• the last Google Ads channel clicked through

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 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 Tag Manager

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Shuffle Q/A 1

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

• An event
• A site tag

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_source tag

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

• Conversion value per cost

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

• ad group

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?

• Ads-preferred

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

• It is designed for use with all Google products and services.

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

• Data collection starts

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

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 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

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?

• User lifetime 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

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

• Have a complete view of the marketing funnel in one place

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Shuffle Q/A 2

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?

• Cross-channel last click

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

• exported to other 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.

• utm_campaign 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?

• Cohort exploration

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

• The number of times potential customers saw the ads in a campaign.

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

• Export data from Google Ads and Google Analytics.

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

• It enables the use and management of many tags 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_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

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.

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

• audience demographics in Google Analytics

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

• ads-preferred attribution model

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Shuffle Q/A 3

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

• 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 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)

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

• Free-form exploration

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?

• Impressions

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 group

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?

• Link a Google Ads account to Google Analytics.

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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.

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

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

• 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?

• Dimensions

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 combines the conversion data from Google Ads with the audience demographics in Google Analytics.

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 can work with any HTML or JavaScript-based tags.

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.

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

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

• Export data from Google Ads and Google Analytics.

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Weekly Challenge 1: Assess for Success: Marketing Analytics and Measurement