数字分析基础入门（二）
Analytics Academy是一个由Justin Cutroni主导的关于数字分析的基础课程，主要基于Google Analytics讲述数据分析的基本理念和思路，前几天分享了第一部分前4个单元的测试内容，本文分享后半部分，以及终极测试部分，通过该测试即可拿到一个证书（免费的，与GAIQ不同，该证书有点像是结业证书），Analytics Academy考试通过的证书如下图所示：
第五单元主要讲述报告的使用及其内部的一些常用工具、功能和操作。
Which of the following reporting tools would you use to show the dimension “city” next to the dimension “source” in a report?
Date comparison
Table filter
Table sort
Plot rows
Primary dimension
Secondary dimension
Pie chart
Pivot table
在来源报告中查看城市维度的数据，在这里是使用次级维度。最常用的功能之一，再结合高级筛选功能，可以发现和解决一些基本问题。
Which of the following reporting tools would you use to show two rows of data on the same graph?
Date comparison
Table filter
Table sort
Plot rows
Primary dimension
Secondary dimension
Pie chart
Pivot table
在同一个图表中显示两行（最多可同时对比6行），在此使用绘制选定行。通过这个工具，我们可以很直观地了解对比项的数据差异和变化趋势。
Which of the following reporting tools would you use to exclude any rows of a report with fewer than 50 visits?
Date comparison
Table filter
Table sort
Plot rows
Primary dimension
Secondary dimension
Pie chart
Pivot table
要排除低于50次访问的流量，在标准报告中，使用高级筛选（搜索）功能。
Which of the following reporting tools would you use to show two date ranges on the same graph?
Date comparison
Table filter
Table sort
Plot rows
Primary dimension
Secondary dimension
Pie chart
Pivot table
在同一个图表中显示2个时间范围内的数据，使用时间范围对比，位于右上角。
Which of the following Audience reports would you use to determine whether first-time site visitors or repeat site visitors spend more time on your site on average?
Location reports
Language
Frequency & Recency reports
New vs. Returning reports
Engagement reports
Browser & OS reports
Mobile reports
新老访客的数据对比，从字面意思就很容易理解了。
Which of the following Audience reports would you use to see how your site performance differs between desktop, smartphone and tablet users?
Location reports
Language
Frequency & Recency reports
New vs. Returning reports
Engagement reports
Browser & OS reports
Mobile reports
要对比网站在不同设备的表现，查看移动报告（概览），位于受众群体菜单下。
Which of the following Audience reports would you use to see how often users return to your site?
Location reports
Language
Frequency & Recency reports
New vs. Returning reports
Engagement reports
Browser & OS reports
Mobile reports
要查看用户来网站的频率，查看频率和新近度报告，该报告可以了解到用户访问网站不同频次的访问次数和浏览量的数据，同时也能够了解到用户上次访问到该次访问之间的时间间隔（以天计算），同时也有对应的访问次数和浏览量的数据。频率的时间维度有：1、2、3、4、5、6、7、8、9-14、15-25、26-50、51-100、101-200、201+，访问时间间隔维度有：0、1、2、3、4、5、6、7、8-14、15-30、31-60、61-120、121-364、365+。对于大多数网站来说，这种分组方式还是比较合理和实用的。参与度报告侧重于用户在网站内的表现，比如停留时间、访问页数。
To see your goal conversion rate for all of your site traffic reported by just the dimension “Medium” in the Acquisition reports you can:
Check all that apply.
Change the primary dimension in the Channel report to “Medium” and use the “Summary” metric group or one of the “Goal Set” metric groups
Change the primary dimension in the All Traffic report to “Medium” and use the “Summary” metric group or one of the “Goal Set” metric groups
Change the primary dimension in the Campaigns report to “Medium” and use the “Summary” metric group or one of the “Goal Set” metric groups
None of these. You can only see the the goal conversion rate in the Conversions reports.
要查看不同媒介的转化率，你可以在渠道报告中将主要维度切换为媒介，然后在转化维度组中下拉选择转化率。在所有流量报告中也可以进行该操作。当时，在广告系列报告中，其中的流量可能并不全面，比如可能有部分未标记utm_campaign，因此不能从这个报告看媒介数据。
Which of the following types of traffic will show in the “Campaigns” report?
Check all that apply
Visits from Google Adwords campaigns that have autotagging enabled
Visits from Google AdWords campaigns that have autotagging disabled and no manual campaign tagging
Visits from all links tagged with the parameter utm_medium=cpc
Visits from all links tagged with the utm_campaign parameter
广告系列报告中显示的流量包括：启用了AdWords自动标记的流量，通过网址构建器标记了utm_campaign的流量。其他流量不会归类到这里。
True or False. It is possible to customize the default channels in the Channels report and create your own custom channels from scratch.
True
False
你当然可以在渠道报告中创建自定义的渠道。不过，你需要到“热门转化路径”或“辅助转化”报告中去创建。帮助中心：创建和使用渠道分组。
Which of the following Google Analytics dimensions are only available for AdWords traffic?
Check all that apply.
Medium
Matched Search Query
Query Match Type
Placement Domain
Source
Keyword Position
Campaign
AdWords特有的维度，顾名思义，做过AdWords的同学应该都懂的。
Which of the following AdWords reports would you use to investigate whether you should modify your bidding during certain hours of the day to optimize conversions?
Campaigns
AdWords Keywords
Matched Search Queries
Day Parts
Destination URLs
Placements
Keyword Positions
要通过修改时间段出价的方式来优化转化，查看时段报告就对了。
Which of the following are possible ways to view the dimension “Ad Content” in your Google Analytics AdWords reports?
Check all that apply.
Switch the primary dimension in the AdWords Campaigns report to “Ad Content”
Switch the primary dimension in the AdWords Keywords report to “Ad Content”
Add “Ad Content” to the Campaigns report as a secondary dimension
Add “Ad Content” to the Placements report as a secondary dimension
在AdWords广告系列报告中，主维度只有广告组，并没有广告内容。在界面中多熟悉下就知道了。
Which of the following Behavior reports would you use to identify the pages of your site that have the highest bounce rate as the first page of a user’s visit?
All Pages
Content Drilldown
Landing Pages
Exit Pages
Site Speed
Site Search
Events
要了解用户访问的首次进入页面，哪些的跳出率最高。方法就是查看着陆页面报告中的跳出率数据，再点击跳出率列名称进行降序排序即可。
Which of the following Behavior reports could you use to find new keyword ideas for your search advertising campaigns?
All Pages
Content Drilldown
Landing Pages
Exit Pages
Site Speed
Site Search
Events
站内搜索是关键词广告扩展关键词的重要渠道之一，除此之外，我们还可以在GA中查看搜索词报告，自然搜索的关键词报告等。
In order to see data in the Events reports, which of the following must you do in addition to implementing the standard Google Analytics tracking code on your site?
Set up Event Tracking on the Account settings page and specify which types of events you want to track
Set up Event Tracking on the Property settings page and specify which types of events you want to track
Add additional Event Tracking code to each action on your site that you want Google Analytics to track as an event
None of the above. Events are automatically tracked with the standard Google Analytics tracking code.
事件跟踪是必须安装额外代码才能查看到数据的，这种设置在GA后台是操作不了的，当然目前来说你在Google Tag Manager中也可以进行设置（比较有难度）。
The Site Search reports show:
how visitors search your site
traffic coming from search engines
traffic coming from Google organic search
traffic coming from Google paid search
站内搜索报告告诉我们用户是如何使用站内搜索引擎的，是否使用过搜索，搜索过什么类别和关键词，以及搜索后是否再进行优化搜索，搜索后的一系列行为。
Which of the following are required to create a Custom Report?
Check all that apply.
A report title must be entered
Multiple report tabs must be created
Multiple metric groups must be created
At least one metric must be added
At least one dimension must be added
A report filter must be applied
创建自定义报告时，我们至少需要输入报告名称（系统自动提供默认名称）、至少需要添加一个维度和指标。其他都是可选项。
True or False. Custom Reports will only display data for the date range selected at the time the report is created.
True
False
自定义报告右上角也有时间维度范围的选择，因此可以应用于我们的选定时间范围内。
True or False. The date range set for a Dashboard doesn’t apply to Real-Time widgets since they only show data for current active users, not historical data.
True
False
实时报告是现实当前活跃用户的数据，并没有时间范围的选择。因此，信息中心的时间范围选择并不能应用到实时报告。
Which of the following are required in order to see data for each page of a three-page conversion process in the Goal Flow report?
Check all that apply.
You must have Ecommerce reporting implemented.
You must set up a Goal for the conversion.
You must set up each of the three pages as a funnel step in the Goal settings.
None of the above. Goal Flow reports are automatically populated with data about your conversion processes.
要查看一个含有3个步骤的转化的目标流报告，你需要设置目标以及将这3个步骤定义为目标渠道中的步骤。
Which of the following questions can be answered using the Goal Flow report?
Check all that apply.
Are there a lot of unexpected exits from a step in the middle of my conversion funnel?
Do visitors usually start my conversion process from the first step or somewhere in the middle?
Is there a place in my funnel where traffic loops back to the beginning of the conversion process to start over?
Are there any steps in my conversion funnel that don’t perform well on mobile devices compared to desktop devices?
通过目标流报告，我们可以了解到目标的流失主要来自哪个步骤，目标开始的节点，用户是否在我们设置的正常目标路径中绕圈，同时目标流支持高级细分，我们可以很轻易地对比移动设备和桌面设备的不同表现，从而为网站优化和营销策略提供参考。
目标流报告是比渠道可视化更好用的工具，渠道可视化在某种程度会产生一些数据错觉。比如无法知悉用户的访问路径，细分数据等。
Which of the following steps must be completed in order to collect ecommerce data in Google Analytics?
Check all that apply.
Enable Ecommerce tracking in the Ecommerce Settings for a view
Create a Goal for the “thank you” page of the checkout process
Add the Ecommerce tracking code to your site or application
Create a funnel for the shopping cart checkout process
要收集电子商务跟踪数据，你必须首先在视图的电商设置中开启电子商务跟踪，然后在网站或应用程序中安装电子商务跟踪代码。
Which of the following questions could you answer with the Ecommerce reports?
Check all that apply.
Which product category brings in the most revenue for my business?
What are the ten most frequently purchased products on my site?
What products did a visitor purchase together in the same transaction?
What is the average order value of the transactions placed on my site?
电子商务跟踪报告可以回答这些问题：哪些类别的产品带来最多的收入、畅销产品top10、用户在同一个交易中购买的产品、笔单价（每笔交易的订单价值）。这些基本都是直接在标准报告中可以看到的。
True or False. In order to see data in the Multi-Channel Funnels reports you must first implement Goals or Ecommerce.
True
False
多渠道路径报告依赖于转化数据，因此你必须先设置转化目标或者电子商务转化。
Which of the following Multi-Channel Funnels reports would you use to see the most common sequences of marketing touch points that lead to conversions on your site or app?
Assisted Conversions
Top Conversion Paths
Time Lag
Path Length
多渠道路径中体现最常见的营销接触点序列的报告是：热门转化路径。
In the Linear attribution model:
the last touchpoint would receive 100% of the credit for the conversion
the first touchpoint would receive 100% of the credit for the conversion
each touchpoint in the conversion path would share equal credit for the conversion
the touchpoints closest in time to the conversion get most of the credit
线性归因模型，即各个互动节点平分最终的转化价值。更多归因模型参考帮助中心：归因建模。
Which of the following attribution models would be useful to analyze ads and campaigns that are designed to create initial awareness about a brand?
Last Interaction model
First Interaction model
Linear model
Last Non-Direct Click model
initial的意思就是首次，这里是要讲所有的转化价值归因为首次互动，因此需要选择首次互动模型。
以上，就是Analytics Academy的全部在线视频讲座的测试内容了，终极测试的标准答案请订阅我的微信公众账号查看，微信账号：xiaoq-in。