Web Analytics MCQ Questions And Answers
11. If I want to have an estimate of the number of people who visited my website, which metric should I use?
A. Sessions
B. Unique visitors
C. Users
D. Hits
View Answer
Ans : B
Explanation: The term Visitor" is a bit misleading as it really represents the number of "devices & browsers" that are assigned a unique random persistent cookie identifier. However
12. Above all, the advantage of competitive intelligence is that it allows you to:
A. Measure your website data compared to your competitors
B. Measure your website data in a vacuum
C. See how much revenue your competitors are generating
D. See how fast your company is growing
View Answer
Ans : A
Explanation: There are limits to the competing data you can get - although paid services offer a tremendous amount of insight. Don't forget there are also publicly available information such as annual reports.
13. What would be a good way to segment your data?
A. Segment your primary geographic market
B. Segment based on Acquisition / Behavior / Conversion dimensions
C. Segment based on Recency, Frequency, and Monetary Value
D. All of the above
View Answer
Ans : D
Explanation: All of the given options are good ways to segment your data.
14. Which of these marketing efforts would NOT be an effective use of campaign trackers?
A. Display advertising campaigns
B. Email marketing campaigns
C. Social media campaigns
D. Television advertising campaigns
View Answer
Ans : D
Explanation: For traditional media it is ill-advised to use a long URL with a bunch of parameters. Instead, rely on memorable terms such as your brand, slogan, campaign theme, and organic search, or if possible, use an easy-to-remember shortlink.
15. Which of the following reports would identify the entry pages that are contributing the most to your e-commerce revenues?
A. All Pages
B. All Traffic
C. Landing Pages
D. E-commerce overview
View Answer
Ans : C
Explanation: In Google Analytics, the report Behavior/Site Content/Landing Pages, especially when looking at the E-commerce tab, will reveal a wealth of useful information.
16. Which of the following explains the best use for website testing and experimentation?
A. It gives customers a voice to decide what goes on your website
B. It enables the company CEO to justify his decisions for what goes on the website
C. It allows the web oversight committee to influence the background color
D. It enables multiple versions of the website to exist simultaneously
View Answer
Ans : A
Explanation: Managers often say they are customer centric"; however
17. Which of the following is a disadvantage of A/B testing?
A. It is limited to groups that have lots of resources to get started
B. It is limited to simple changes
C. It requires lots of prep time to get started
D. It requires much more traffic to get results than multivariate testing
View Answer
Ans : B
Explanation: Testing multiple variations, let alone multiple factors, can significantly increase the duration and complexity of the test, often leading to non-statistically valid results.
18. Last-click attribution is defined as:
A. The last date on which a new customer clicked to your website
B. The channel that received the most amount of clicks in the sales cycle
C. The last point in the sales cycle before the customer purchase
D. The channel that sent the user to your website immediately before the sale
View Answer
Ans : C
Explanation: There's a subtle but important difference between a and d. In case of a
19. What is the biggest difference between CPA and CLV analysis
A. CPA is more appropriate for short term, tactical optimization
B. CLV is truly customer-centric
C. CLV encompasses online and offline customer touchpoints and uses back-office data
D. All of the above
View Answer
Ans : D
Explanation: Here, what is important is to recognize when to use various analysis techniques to inform different business decisions, at scale.
20. Which metrics would accurately indicate the success of the latest Facebook post?
A. Likes and click-through
B. Impressions and click-through
C. Reach and engagement
D. Sessions and pageviews
View Answer
Ans : C
Explanation: In Facebook terminology, reach" is the number of people who had the opportunity to view your post
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