Analyze Marketing data in Advertising Section & Attribution

These flashcards cover key concepts, reports, metrics, and practical uses of the Advertising section and attribution modeling in Google Analytics.

What is the main purpose of the Advertising section in Google Analytics?

To provide dedicated reports and data that help marketers monitor, analyze, and optimize advertising and publisher performance.

Where can you find the Advertising section in the Google Analytics interface?

On the left-hand navigation menu.

Which report offers an at-a-glance view of campaign performance and customer journeys?

The Advertising snapshot report.

Name three questions the Advertising snapshot can help answer.

1) How many conversions did each campaign drive? 2) What roles did prior referrals, searches, and ads play in the customer journey? 3) How much time passed between a customer’s initial interest and purchase?

Which report allows you to evaluate outcomes of marketing efforts by showing all conversion counts across channels?

The Conversion performance report.

What does the Attribution paths report help you understand?

Users’ journeys across app and web and the value of each touchpoint along the way.

Which report lets you compare different rules for assigning credit to touchpoints?

The Attribution models report.

Why would a marketer use Planning reports in the Advertising section?

To review historical channel performance and plan future bidding strategies, including identifying events for biddable conversions.

What key metrics does the Publisher ads report provide?

Ad exposure metrics and estimated ad revenue.

Define ‘attribution’ in the context of Google Analytics.

The act of assigning credit for key events (conversions) to different ads, clicks, and other touchpoints along a user’s path.

What is the main limitation of the last-click attribution model?

It credits only the final interaction before purchase and ignores earlier, potentially valuable touchpoints.

Which attribution model is the default in the Advertising section and uses machine learning on your conversion data?

Data-driven attribution.

List three business questions the Advertising section can help answer.

• Which campaigns and channels drive revenue? • Which channels are driving conversions or app subscriptions? • How much conversion credit does each dimension (e.g., channel) receive over a selected date range?

In the scenario, why does the marketing manager begin with the Advertising snapshot report?

Because it quickly shows key business metrics and allows deeper investigation into specific areas.

What does the All channels report visualize when you drill down from the snapshot?

How much conversion credit each channel receives over the selected date range through line and bar charts.

Which dimension change lets you analyze performance by specific campaigns instead of by channel?

Changing the report dimension to ‘Campaign’.

What six metrics appear in the Key events by Campaign data table?

Key events, Ads cost, Cost per key event, Ads clicks, Ads cost per click, and Total revenue.

How is Return on Ad Spend (ROAS) calculated in the Advertising section?

Revenue for selected key events divided by total ad cost.

Which metric shows the average amount paid for each click on ads?

Ads cost per click.

Why is comparing multiple attribution models valuable for marketers?

It reveals how credit distribution changes across touchpoints, helping identify the model that best reflects the true contribution of marketing channels.