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

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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

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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

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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

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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

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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

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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

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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

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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

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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

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