Google Analytics Individual Qualification Exam Answers

Which of the following criteria could NOT be used for a Dynamic Remarketing audience?

• Users who viewed your homepage
• Users who viewed a search result page on your website
• Users who viewed product detail pages
• Users who returned an item they purchased

What criteria could not be used to create a Dynamic Remarketing audience?

• Users who viewed a search result page on your website
• Users who viewed product detail pages
• Users who viewed your homepage
• Users who returned an item they purchased

Explanation:

you can implement Dynamic Remarketing by using the preconfigured All Users list, creating more narrowly targeted lists lets you focus your ad content and budget where it will have the most impact. For example, users who have already added items to their shopping carts might need just a reminder or incentive to complete their transactions, while users who have only viewed the products may need more convincing about the overall value of the products.
By following the same procedure you use to create Remarketing Audiences, you can build segment-based Dynamic Remarketing Audiences using your new dimensions.
Read more here: https://support.google.com/analytics/answer/3457161

After you’ve updated your tags with the vertical attributes you want to use, those attributes are then available in Analytics, and you can use them to create your Remarketing Audiences.

Target users based on where they are in the conversion funnel

You can create user-based Remarketing Audiences in Analytics that identify users in various levels of the conversion funnel. While you can implement Dynamic Remarketing by using the preconfigured All Users list, creating more narrowly targeted lists lets you focus your ad content and budget where it will have the most impact. For example, users who have already added items to their shopping carts might need just a reminder or incentive to complete their transactions, while users who have only viewed the products may need more convincing about the overall value of the products.

By following the same procedure you use to create Remarketing Audiences, you can build segment-based Dynamic Remarketing Audiences using your new dimensions:

• General users (for example, users who viewed your home page, or any of your category or product pages)
• Product searchers (for example, users who viewed any of your search-results pages)
• Product viewers (for example, users who viewed any of your product lists, or who viewed specific product-detail pages)
• Conversion abandoners (for example, users who viewed their shopping carts, but didn’t view the purchase-confirmation page)
• Past converters (users who have viewed the purchase-confirmation page)

Which view filter(s) would you apply if you wanted to include only users from Brazil or Argentina?

Filter 1: exclude Peru or Bolivia

Filter 1: include Brazil or Argentina

Filter 1: include Brazil > Filter 2: include Argentina

Filter 1: include Argentina > Filter 2: include Brazil

What is the set of rules that determines how sales and conversions get attributed based on touch-points in the conversion path?

Channel Groupings

Conversion tracking

Multi-Channel Funnels

Attribution modeling

Explanation:

An attribution model is the rule, or set of rules, that determines how credit for sales and conversions is assigned to touchpoints in conversion paths.
Read more here: https://support.google.com/analytics/answer/1662518?hl=en

An attribution model is the rule, or set of rules, that determines how credit for sales and conversions is assigned to touchpoints in conversion paths. For example, the Last Interaction model in Analytics assigns 100% credit to the final touchpoints (i.e., clicks) that immediately precede sales or conversions. In contrast, the First Interaction model assigns 100% credit to touchpoints that initiate conversion paths.

You can use the Model Comparison Tool to compare how different attribution models impact the valuation of your marketing channels. In the tool, the calculated Conversion Value (and the number of conversions) for each of your marketing channels will vary according to the attribution model used. A channel that predominantly initiates conversion paths will have a higher Conversion Value according to the First Interaction attribution model than it would according to the Last Interaction attribution model.

Attribution modeling example

 In the Last Interaction attribution model, the last touchpoint—in this case, the Direct channel—would receive 100% of the credit for the sale.

 In the Last Non-Direct Click attribution model, all direct traffic is ignored, and 100% of the credit for the sale goes to the last channel that the customer clicked through from before converting—in this case, the Email channel.

 In the Last AdWords Click attribution model, the last AdWords click—in this case, the first and only click to the Paid Search channel —would receive 100% of the credit for the sale.

 In the First Interaction attribution model, the first touchpoint—in this case, the Paid Search channel—would receive 100% of the credit for the sale.

 In the Linear attribution model, each touchpoint in the conversion path—in this case the Paid Search, Social Network, Email, and Direct channels—would share equal credit (25% each) for the sale.

 In the Time Decay attribution model, the touchpoints closest in time to the sale or conversion get most of the credit. In this particular sale, the Direct and Email channels would receive the most credit because the customer interacted with them within a few hours of conversion. The Social Network channel would receive less credit than either the Direct or Email channels. Since the Paid Search interaction occurred one week earlier, this channel would receive significantly less credit.

 In the Position Based attribution model, 40% credit is assigned to each the first and last interaction, and the remaining 20% credit is distributed evenly to the middle interactions. In this example, the Paid Search and Directchannels would each receive 40% credit, while the Social Network and Email channels would each receive 10% credit.

https://www.youtube.com/watch?v=NblyEGNRC_E