COURSE 5 – ASSESS FOR SUCCESS: MARKETING ANALYTICS AND MEASUREMENT QUIZ ANSWERS

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1 Week 2: Use Metrics from Google Analytics and Google Ads
2 Use Metrics from Google Analytics and Google Ads INTRODUCTION
3 TEST YOUR KNOWLEDGE: GOOGLE ANALYTICS
4 TEST YOUR KNOWLEDGE: GOOGLE ADS METRICS
5 TEST YOUR KNOWLEDGE: LINK AND EXPORT DATA
6 ASSESS FOR SUCCESS: MARKETING ANALYTICS AND MEASUREMENT WEEKLY CHALLENGE 2
7 Use Metrics from Google Analytics and Google Ads CONCLUSION
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Week 2: Use Metrics from Google Analytics and Google Ads

Use Metrics from Google Analytics and Google Ads INTRODUCTION

To collect data using Google’s global site tag (gtag.js) and integrate with other services like Google Analytics and Google Ads, perform the following:

  • Proper Installation of gtag.js: Make proper gtag.js addition to your web pages.
  • Integrating Google Analytics and Google Ads: As earlier stated, unifying your Google Ads account with Google Analytics and other platforms helps you get a complete picture of your data and customer journey.
  • Export Key Metrics in Other Platforms: Export key metrics from Google Analytics and Google Ads to other platforms for further analysis.
  • Measure Your Metrics: Monitor website traffic, visitor behavior, and campaign performance on Google Analytics. You can also use Google ads to check the campaign metrics.
  • Do Not Skip Learning the Platform Metrics: Understand the component metrics provided by Google Ads, Google Analytics, and others, to interpret campaign performance well.

TEST YOUR KNOWLEDGE: GOOGLE ANALYTICS

1. Which of the following statements best describe Google’s global site tag (gtag.js)? Select all that apply.

  • It is primarily implemented using JavaScript code. (Correct)
  • It works with Google tools only. (Correct)
  • It works with tools from other companies.
  • It uses a graphical interface for the deployment of tags.

Correct: This global site tag – also referred to as gtag.js – has been created by Google to work with its tools such as Google Analytics or Google Ads. It works essentially through JavaScript on your site.

2. Fill in the blank: In Google Analytics, events cause_____.

  • data analysis to stop
  • users to click on an ad
  • users to engage with a website
  • data collection to occur (Correct)

Correct: Events in Google Analytics capture important information such as user properties, actions performed by a user, and session information. Examples of automatically captured events by Google Analytics include visits and clicks to your site. Other events must be enabled either through the Enhanced Measurement feature or develop by a developer.

3. What are dimensions in Google Analytics?

  • Dimensions are the required metrics for social media campaigns.
  • Dimensions are a type of Urchin Tracking Module that help monitor content.
  • Dimensions are the attributes or characteristics of an event that determine the metrics collected.
  • (Correct)
  • Dimensions are the primary metrics used to measure brand awareness.

Correct: Specific events get defined by the dimensions that form the foundation of the particular events. For marketers, these dimensions can then be reapplied as reporting attributes to know how users access a website and the kinds of devices they use.

4. Consider the following scenario:

Imagine that a marketer wants to create a custom report with the Google Analytics Explorations feature. In the Template gallery, they select the style that visualizes the steps users take towards a conversion.

What technique did the marketer select?

  • Funnel exploration (Correct)
  • Segment overlap
  • Free form
  • Cohort exploration

Correct: The styles in the Google Analytics Template gallery are referred to as techniques. They include templates for Free form, Funnel, Path, Segment, Cohort, or User lifetime explorations.

5. Which of the following describes attributes or characteristics of an event that determine the metrics collected?

  • Dimensions (Correct)
  • Decisions
  • Diversions
  • Distillations

Correct: During the measurements, the various characteristics or attributes of an event are defined by their dimensions.

TEST YOUR KNOWLEDGE: GOOGLE ADS METRICS

1. In Google Ads, why is it useful to select metrics to display?

  • It is useful when you want to fully automate your ad campaign.
  • It is useful when you need to design the initial ads for your campaign.
  • It is useful when you need to establish your campaign goal.
  • It is useful when you want to view metrics at different stages of the marketing funnel.  (Correct)

Correct: On the campaign page, you have the option of metrics to avail yourself on. This lets you concern yourself most with the metrics that matter throughout the life of the marketing funnel.

2. What metrics would you monitor in the awareness stage of the marketing funnel? Select all that apply.

  • Impressions (Correct)
  • Click-through-rate
  • Clicks (Correct)
  • Interaction rate

Correct: You will track the clicks and impressions the campaign has for the awareness stage. The clicks, on the other hand, in the Google Ads Campaigns page are the total number of clicks for a campaign, while impressions show how often potential customers viewed ads in the campaign.

3. In addition to the number of conversions, what metrics would you monitor in the conversion stage of the marketing funnel? Select all that apply.

  • Cost (Correct)
  • Conversion value per cost (Correct)
  • Conversion rate (Correct)
  • Interaction rate

Correct: Cost is the price at which the investment is made into marketing through advertisements. Moreover, you could assess conversion rate and conversion value per cost. These parameters can be adjusted within the performance setting in the Campaigns section of Google Ads.

4. Fill in the blank: To set up a new Google Ads account, you first need to determine a campaign goal that _____.

  • is known to have low conversion value per cost
  • is in the most suitable ad group
  • is based on performance metrics data
  • is the primary objective for the campaign (Correct)

Correct: Campaign goals are actually the actual targets which are aimed at. For example, if the top goal is to encourage people to come to the website, you would choose site traffic as the goal. Then you would select the type of campaign and set up all relevant settings accordingly.

TEST YOUR KNOWLEDGE: LINK AND EXPORT DATA

1. What information does the Conversion paths view in Google Analytics provide?

  • Data panes labeled with specific questions that are aligned with certain stages of the marketing funnel
  • Audiences that have been configured in Google Analytics
  • First and last touch points before conversion, and touchpoints in between (Correct)
  • Side-by-side comparisons of conversions from different touchpoint perspectives

Correct: Google Analytics reveals the first and last touchpoints before conversion, as well as the points in between, through its Conversion Paths view. The Model Comparison menu allows you to compare conversions featured side-by-side from different touchpoint perspectives.

2. Which of the following are required to link a Google Ads account to Google Analytics? Select all that apply.

  • The editor role for the Google Analytics property (Correct)
  • An administrative account on Google Ads (Correct)
  • The same Google account used on both platforms (Correct)
  • A guest account on Google Analytics

Correct: To connect a Google Ads account to a Google Analytics account, you must possess the administrative account in Google Ads and the editor role for the property in Google Analytics. The account used for both should be the same with which you signed up for both.

3. Fill in the blank: A comma-separated values (.csv) file describes a file format in which _____.

  • a data file is saved as a spreadsheet
  • a new file is created for each data value
  • a comma is placed between each data value in the file (Correct)
  • a data file is backed up in a data warehouse in the cloud

Correct: This means that each data value, when the .csv file is opened in the spreadsheet, has a cell unique to it because in the .csv file, commas separate each data value from one another. Data from Google Ads or Google Analytics can also be exported in .csv, so it can be analyzed further easily.

4. Which of the following are benefits to exporting data from analytics tools like Google Ads and Google Analytics? Select all that apply.   

  • Compare the data with the data from other campaigns (Correct)
  • Discover something new from an analysis of historical trends (Correct)
  • Preserve data for future analysis (Correct)
  • Create entirely new data

Correct: Using analytics tools such as Google Ads or Google Analytics, the data is exported and compared with data from other campaigns before it is archived for future analysis. Even this data sometimes can be analyzed to reveal new discoveries from the historical trend analysis.

ASSESS FOR SUCCESS: MARKETING ANALYTICS AND MEASUREMENT WEEKLY CHALLENGE 2

1. In Google Analytics, which of the following are required for data collection? Select two.

  • A site tag (Correct)
  • An event (Correct)
  • A campaign goal
  • A metric

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

  • session_start (Correct)
  • add_to_cart
  • first_visit (Correct)
  • view_search_results

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.

  • page_view tag
  • utm_medium tag (Correct)
  • add_to_cart tag
  • utm_campaign tag (Correct)

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

  • Free-form exploration (Correct)
  • Cohort exploration
  • Funnel exploration
  • Segment overlap

5. In Google Ads, what is the conversion rate metric?

  • The investment made on campaign ads.
  • The average number of conversions per ad interaction. (Correct)
  • The estimated return on investment.
  • The percentage of interactions with images, text, or extensions.

6. 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 account type
  • An ad metric
  • An ad group (Correct)
  • A campaign type

7. What are the benefits of linking a Google Ads account to Google Analytics? Select two.

  • You need to switch back and forth between platforms to review data.
  • You can use different Google accounts on each platform.
  • You can combine the conversion data from Google Ads with the audience demographics in Google Analytics. (Correct)
  • You have a more complete view of the marketing funnel in one place. (Correct)

8. 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?

  • Credit for conversion
  • Cross-channel last click (Correct)
  • Campaign report
  • Ads-preferred

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

  • Generate dummy data in a spreadsheet that approximates campaign data.
  • Link relevant data in the Google Ads dashboard.
  • Export data from Google Ads and Google Analytics. (Correct)
  • Import relevant marketing data into Google Analytics.

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’s global site tag
  • Enhanced measurement
  • Selective reporting tag
  • Google Tag Manager (Correct)

11. 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.

  • dimensions
  • events (Correct)
  • searches
  • campaigns

12. Consider the following scenario:

Imagine a marketer sets up a Google Analytics 4 property to collect information about a brand’s website. Next, they set up events to track user behavior on the site.

Which of the following are examples of events they can track?

  • A user navigating to a close competitor’s website.
  • A user engaging with the website. (Correct)
  • A user finding the brand’s website in search engine results.
  • A user deciding whether or not to add an item to their cart.

13. Consider the following scenario:

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 three.

  • utm_view tag
  • utm_campaign tag (Correct)
  • utm_source tag
  • utm_medium tag

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

  • Segment overlap (Correct)
  • Funnel exploration
  • Cohort exploration
  • Free-form exploration

15. What are the benefits of exporting marketing campaign data from Google Ads and Google Analytics as a CSV file? Select two.

  • To share a Reports snapshot in Google Analytics.
  • To link data from Google Ads to Google Analytics.
  • To analyze the data in another tool, like a spreadsheet or BigQuery. (Correct)
  • To keep an archive of data from past campaigns for analysis and comparison. (Correct)

16. 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 JavaScript code and the company works exclusively with Google tools.

Which method of tagging would be the quickest to implement?

  • Selective reporting tag
  • Google’s global site tag (Correct)
  • Google Tag Manager
  • Enhanced measurement

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

  • Data collection starts (Correct)
  • Data visualization stops
  • Data analysis starts
  • Data reporting stops

18. In Google Analytics, which UTM tag helps monitor the traffic from email?

  • utm_view tag
  • utm_medium (Correct)
  • utm_source tag
  • utm_campaign

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

  • The number of times potential customers saw the ads in a campaign.
  • The average number of conversions per ad interaction.
  • The percentage of interactions with images, text, or extensions.
  • The estimated return on investment. (Correct)

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

  • One primary goal that supports a Google Ads campaign.
  • One or more ads that target a shared set of keywords. (Correct)
  • One or more payment methods for customers in different countries.
  • One or more metrics that are tracked through the stages of the marketing funnel.

21. 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?

  • Campaign report
  • Ads-preferred
  • Cross-channel last click (Correct)
  • Credit for conversion

22. 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. (CORRECT)
  • Run all marketing funnel and sales data through a DataBox account.
  • Link a HubSpot account to a Mailchimp account.
  • Run all marketing funnel and sales data through a Firebase account.

Correct: Correct

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

  • the last device that a customer used to view an ad
  • the last Google Ads channel clicked through (CORRECT)
  • the first Google Ads channel that a customer engaged with
  • the first channel that a customer engaged with

Correct: Correct

24.  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. (CORRECT)
  • Link relevant data to a Google Ads scorecards.
  • Create explorations in Google Analytics.
  • Import relevant marketing data into BigQuery.

Correct: Correct

25.  Which of the following statements best describes Google Tag Manager? Select two.

  • It requires that users have skills in Python programming.
  • It can deploy the tags for Google Analytics only.
  • It has a graphical interface for the deployment of tags. (CORRECT)
  • It can work with any HTML or JavaScript-based tags. (CORRECT)

Correct: Correct

Correct: Correct

26. 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 calculate the conversion rate for the email campaign
  • To create metrics for social media and email campaigns
  • To collect information on how users arrive on a website or app (CORRECT)
  • To automatically enable information to be collected

27. Consider the following URL:

http://www.example.com/utm_source=facebook&utm_campaign=winter-sale

What do the UTM tags in the URL enable you to do?

  • Aggregate data
  • Collect data (CORRECT)
  • Analyze data
  • Normalize data

28. A digital marketer uses a Google Analytics template to visualize the steps users take toward a conversion. What technique does this describe? 

  • Funnel exploration (CORRECT)
  • Free-form exploration
  • Path exploration
  • Cohort exploration

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

  • Clicks and impressions
  • Conversion value per cost (CORRECT)
  • Click through rate
  • Number of conversions

30. In Google Ads, what can ad groups help you do? Select all that apply. 

  • Track user behavior on a brand’s website.
  • Determine what tags to add to URLs.
  • Select the right ads for a campaign based on the most relevant keywords. (CORRECT)
  • Organize ads based on keywords. (CORRECT)

31. 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 Google Ads channel that a customer clicked through before converting.
  • It attributes 100% of the conversion to the last channel that a customer clicked through before converting. (CORRECT)
  • It attributes 50% of the conversion to the last Google Ads channel that a customer clicked through before converting.
  • It attributes 50% of the conversion to the last channel that a customer clicked through before converting.

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

  • The investment made on campaign ads.
  • The estimated return on investment.
  • The number of times potential customers saw the ads in a campaign. (CORRECT)
  • The average number of conversions per ad interaction.

33. 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 (CORRECT)
  • Path exploration
  • Funnel exploration
  • User lifetime

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

  • View the marketing funnel in several platforms
  • Have a complete view of the marketing funnel in one place (CORRECT)
  • Increase the conversion rate across several social media platforms
  • Link non-Google platforms to Google Analytics

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 (CORRECT)
  • Ensure that the data columns include all the data they want to export
  • Use campaign data in isolation from previous campaign data
  • Eliminate any new discoveries from an analysis of historical trends

36. A digital marketer uses a Google Analytics template to view customer behavior and value over time. What technique does this describe? 

  • Funnel exploration
  • Free-form exploration
  • User lifetime exploration (CORRECT)
  • Cohort exploration

37. A marketer calculates the average number of conversions per ad interaction at the conversion stage of the marketing funnel. What metric did they use? 

  • Clicks and impressions
  • Conversion value per cost
  • Click through rate
  • Conversion rate (CORRECT)

38. 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 enables a complete view of the marketing funnel in one place, from awareness to conversion.
  • It compares the difference in attribution between the cross-channel last click and ads preferred-model.
  • It allows them to view data in Google Analytics, so they don’t have to switch back and forth between platforms.
  • It combines the conversion data from Google Ads with the audience demographics in Google Analytics (CORRECT)

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

  • linked to the same platforms
  • copied to unknown platforms
  • exported to other platforms (CORRECT)
  • shared to expensive platforms

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

  • It enables the use and management of one tag for multiple advertising platforms and systems in a simple and centralized way.
  • It is designed for use with all Google products and services, and additional tags are required to monitor traffic from other advertising or media platforms.
  • After adding this tag, other products like Google Ads can also be turned on to collect metrics for the traffic from Google Ads.
  • It enables the use and management of many tags for multiple advertising platforms and systems in a simple and centralized way. (CORRECT)

41. A marketer uses Google Analytics to monitor campaign metrics. When setting up, certain events are automatically enabled to collect information. What information does the events feature collect? 

  • When a user clicks a link to a file and views search results information
  • Share, add to cart, and purchase information
  • Basic user properties, actions a user takes, and session information (CORRECT)
  • Page views, when a page loads, and file download information

42. 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 (CORRECT)
  • Free-form exploration
  • Cohort exploration
  • User lifetime exploration

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

  • attribution models in non-Google platforms
  • budget allocation of the current campaign
  • marketing funnel of future campaigns
  • audience demographics in Google Analytics (CORRECT)

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

  • URLs
  • Campaigns
  • Audiences
  • Events (CORRECT)

45. 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? 

  • The payment methods for the account depending on the currency
  • One or more ads that target a shared set of keywords (CORRECT)
  • The categories of goals used in various types of campaigns
  • The primary objective of the campaign

46. Fill in the blank: An ads preferred attribution model attributes 100% of a conversion to _____. 

  • the last Google Ads channel clicked through (CORRECT)
  • the last device that a customer used to view an ad
  • the first Google Ads channel that a customer engaged with
  • the first channel that a customer engaged with

47. 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 using specific devices
  • By turning on the enhanced measurement feature
  • Automatically (CORRECT)
  • Programmatically by a developer (CORRECT)

48. 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?

  • Campaigns
  • Dimensions (CORRECT)
  • Characteristics
  • Conversions

Use Metrics from Google Analytics and Google Ads CONCLUSION

On completion of this week, you will have gained valuable insights into the most important metrics and data sources derived from many platforms. You will also learn to derive insights and uses from metrics in Google Analytics and Google Ads pertaining to marketing campaigns. You will also be capable of linking Google Ads data into Google Analytics and exporting into either of the two platforms for further analysis.

The Global Site Tag is a JavaScript tagging framework maintained by Google for sending information from your site to Google Analytics, Google Ads, and other Google marketing products. It is meant to streamline the entire tracking and measurement process, thereby making tagging easier to implement and manage among the different Google services.

If this fascinates you, Coursera has a course that takes a deep dive into this entire content and application for you to start using those theories right away.

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