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，视频讲解并且带有配套的在线考试（完全免费，完成之后能拿到一个证书，与GAIQ不同），同时如果有问题还能通过论坛、Google+等形式与网友或导师进行互动。这是一个不错的学习资源，推荐大家去学习下。以下，我将对其中部分关键的信息进行翻译，英文不太好的童鞋也可以参考下。

“Digital analytics” is the analysis of qualitative and quantitative data from your business and the competition to drive a continual improvement, of the online experience that your customers and potential customers have which translates to your desired outcomes.

数字分析是对业务和竞争数据的定量和定性分析，从而持续改进客户和潜在客户的线上经历，并将其经历转化为期望目标。

Which of the following platforms is Google Analytics capable of tracking?（ABCD）
User activity on a website
User activity on a mobile website
User activity on a mobile application
User activity on a gaming console
User activity on any digitally connected device

Google Analytics能够监测网站、移动网站、应用、游戏终端以及其他任何的联网数字设备。

内容发布平台的期望目标：鼓励经常访问；品牌客户：激励互动提升知名度；在线文档/支持：快速提供信息；询盘为导向公司：促进联系表单提交；电商：促进销售。

Which of the following are true about segmentation?（BD）
Segmentation allows you to combine data from multiple web properties in your reports.
Segmentation allows you to isolate and analyze subsets of your data.
Segmentation is a technique that should only be used by experienced analysts.
Segmentation can help you find the underlying causes of changes to your aggregate data.

高级细分的主要作用在于独立出一部分数据并对其分析，它鞥帮助你发现问题的根源，而不被聚合数据所迷惑。

Which of the following is an example of adding internal context to your data?（D）
Using third party data for your competition to set targets for your own site performance.
Using a monthly visits benchmark from your industry as a whole to set targets for your own site performance.
Using your site’s historical monthly visits data to set a future monthly visits target.

数据的内部场景主要源自自己网站的历史数据，以此为基准为未来的目标设置提供参考。

Your business’ objective is to maximize the number of sales through your website. Which of the following metrics would most directly help you measure performance against this objective?
Visits
Ecommerce conversion rate
Page value
Bounce rate
Pages / visit

你的公司业务目标的最大化在线销售，因此最重要的直接指标就是：电子商务转化率。（当然如果有ROI将会更好）

You run a heavy machinery business and use your website to generate sales leads for high priced items. Which of the following actions below would you consider the main “macro conversion” for your site?
A potential customer visits a lead form, but doesn’t fill it out or submit it.
A potential customer fills out and submits a lead form.
A potential customer downloads a spec sheet for one of your machines.
A potential customer signs up for your weekly newsletter.
A potential customer joins your social media community.

你公司卖高价值机械设备，并且希望通过网站带来询盘。那么，对于你的网站来说，主要的宏观转化就是潜在客户填写并提交一个询盘表单。（可以去这里了解下宏观转化和微观转化的差异和区别：http://www.kaushik.net/avinash/2008/03/excellent-analytics-tip-13-measure-macro-and-micro-conversions.html）

A customer visits your site four times in a month before making a $100 purchase on your site. Given the following sequence of channels that the user visited from, how much conversion credit would be assigned to the “display ad”?

$0 $25 $100
First-click attribution
Last-click attribution
Linear attribution

这个题目是关于GA中的归因模型的，别看这个很高级的样子，在此其实并不那么复杂，这个考试主要考查基于首次点击的归因、基于最后点击的归因、基于线性归因。从字面意思理解都很容易。即如果是第一次点击算，则展示广告是价值是0，因为它并非第一次点击；如果是最后一次点击算，则展示广告是100，因为所有的价值都算在它头上（这个模式可能是大多数公司的算法）；如果是基于线性的话，则四个渠道平分，因此是25。通过对归因模型的分析，我们可以找出各个渠道之间的相互影响，特别是在如今跨平台跨渠道用户十分纠结的情况下，这种底层现象不容忽视。

Which of the following should be the first step you complete during the analytics planning process?（C）
Implement Google Analytics
Create your implementation plan
Define your overall measurement plan and business objectives
Maintain and refine your plans
Document your technical infrastructure

做任何营销活动，包括广告以及数据分析等（这里是GA配置），首先做的第一件事就是确定目标（然后制定整体测量计划），这个没做好，其他都是白搭。

Which of the following would be the best strategies to define in your measurement plan to support the business objective above?（ACD）
Choose three.
Enable users to contact local realtors for their favorite properties through an online form.
Send users daily emails with the highest priced properties in their neighborhood.
Connect users to mortgage estimation tools and financing options through an online portal.
Provide users with search tools to narrow the listing options to match their specific criteria.

你是搞房地产的，做的业务相当于房屋中介，类似安居客，目标是：”Help residential home buyers easily discover, finance and purchase the home of their dreams.”其实就是希望让目标用户找到你，然后来买你列表中的房子（可以先使用你的房贷计算器或者联系你的中介公司会员）。

Which of the following would be the best KPIs to define in your measurement plan to support the strategies above?（BCF）
Choose three.
Number of monthly site visitors
Percentage of visitors who complete a realtor contact form
Percentage of users who use the search tools on your site
Average time on page for the homepage
Average time on page for the “Contact” form
Percentage of users who engage with the mortgage estimation tool

如上面所说，你的KPI（目标）就是联系表单的完成访客数（这是最直接和最主要的），使用搜索工具（一般搜索过都是比较有意向了），使用房贷计算器（也是潜力用户）。

Which of the following segments would be useful to define in your measurement plan to support the business objective above?（ABCD）
Check all that apply.
first-time home buyers vs. experienced buyers
first-time site visitors vs. returning site visitors
users who tried the mortgage estimation tool vs. those who didn’t
users who used search specification tools vs. users who completed a general listing search

这个题目考查的是高级细分，高级细分主要用来筛选和对比，从而得出结论，为营销效果评估或规划提供参考。这里可以比较首次买房与经常买房的用户，新访客和回访客，使用过房贷工具与没使用过的，搜索行为对比（搜索具体关键词和完成一个大概的名单搜索）

Which of the following could you use to set targets for your measurement plan?（ABC）
Check all that apply.
Your historical site performance
Third-party industry benchmark data
Internal expectations from your business leadership
A random guess

设定目标基于什么数据？肯定不能随便猜了！可以从历史网站表现数据，第三方的行业基准数据以及来自领导层的内部期望（这个也得看老板的行业经验了）。数据分析的另外一个作用还在于进行预测。

Which of the following are considered the four main components of how the Google Analytics system works?（ACDH）
Select four correct answers.
reporting
replication
collection
configuration
calculation
analysis
certification
processing

GA的系统运作方式基于的四要素是什么？配置、收集、处理、报告。报告和分析是有区别的，工具能提供报告，人才能作分析。

True or False: To collect mobile application data with Google Analytics, you should implement the exact same code you use for your website tracking.（B）
True
False

移动应用的代码与一般网站代码是不一样的。

The code snippet for tracking websites with Google Analytics is written in:
AJAX
Flash
JavaScript
PHP

GA的跟踪代码是用JavaScript写的，目前市场上基本所有的主流网站分析工具的跟踪代码都是用这东西写的。

Which of the following are metrics?（AB）
Check all that apply.
Avg. Visit Duration
Pageviews
City
Browser

Which of the following are dimensions?（BD）
Conversion Rate
Page Title
% New Visits
Country

维度和指标的区别，详见帮助中心：https://support.google.com/analytics/answer/1033861?hl=zh-Hans

What is Bounce Rate?（A）
the percentage of visits when a visitor viewed only one page and then exited without a second interaction on the site
the percentage of times unique visitors returned to your website in a given time period
the percentage of sessions for which a visitor exits from your homepage
the percentage of site exits

Why might a site have a high Bounce Rate?（BCD）
Check all that apply.
The landing page of the site has extra Event Tracking implemented to track additional actions besides pageviews.
The ads that bring the users to the site set different expectations than the landing page.
The site only has one page (e.g. a simple blog).
The page that your users typically land on doesn’t have enough information or a good call-to-action.

什么是跳出率，很基础的概念了，简答说基本就是用户只浏览了一个页面跑了，没有第二次交互行为或者直接关闭了网站。跳出率高的主要原因有：广告相关性差，只要一个页面（无法计算跳出率），用户来了不知道干嘛（信息不足以影响用户产生动作，或者没有行为驱使），直接就跑了。详见帮助中心：https://support.google.com/analytics/answer/1009409?hl=zh-Hans。

事件跟踪要么也是降低跳出率，不过事件跟踪可以设置non interactive为true，就不影响跳出率了。

It is recommended that you place the Google Analytics javascript tracking code:
just after the opening tag
just before the closing tag
just after the opening

tag

GA的跟踪代码（其他跟踪代码也类似），一般建议放在前，因为它们是异步代码一般不会对网站本身产生影响（对速度影响也是毫秒级的，可以用Fire Bug测试），放在前面可以监测到更多数据（考虑到用户加载速度或快速切换页面等）。

Which of the following best represents the hierarchical structure of a Google Analytics account from top to bottom?（D）
View → Account → Property
Property → Account → View
Account → View → Property
Account → Property → View

这里是考查对GA的账户层级结构的理解，最顶层的是账户，然后是媒体视图，再就是视图（之前叫做配置文件，最近改名的），帮助中心了解详情：https://support.google.com/analytics/answer/1009618?hl=zh-Hans，https://developers.google.com/analytics/resources/concepts/gaConceptsAccounts。

Which of the following statements are true?（BC）
Check all that apply.
If you make a mistake with a configuration setting on a view, you can always reprocess the data to fix it.
To view data from two websites in aggregate using Google Analytics, you must use the same tracking ID on both sites.
Once a view is deleted it cannot be restored.
When a new view is created, it will show the historical data from the first view you created for the property.

这里主要考查对GA的数据处理机制：数据处理是不可逆的，因此如果使用过滤器建议创建不同视图，你现在新建一个视图，这个视图呈现的数据是从此刻开始的。

Which of the following is the correct way to set up the IP address filter described above?（B）
Create a Predefined filter excluding traffic from the IP addresses that begin with 193.88.222
Create a Predefined filter excluding traffic from the IP address that is equal to 193.88.222.1
Create a Predefined filter including traffic from the IP address that is equal to 193.88.222.1
Create a Predefined filter excluding traffic from the ISP domain that is equal to 193.88.222.1

过滤器的基本使用，这里是过滤等于某个IP的流量，当然IP一般来说会用到正则表达式，帮助中心有生成工具：https://support.google.com/answer/1034771?rd=1。

True or False: The order in which filters appear in your settings matters.（A）
True. Filters are executed in the order in which they appear
False. Google Analytics does not take filter order into account

GA中的过滤器是按照顺序执行的，因此顺序很重要。

Why is it important that you maintain one unfiltered view when using filters with your analytics account?
Without one unfiltered profile, you will not be able to use a filter for multiple views
You can only use predefined filters with unfiltered views
There is no reason to maintain an unfiltered view
Since raw data cannot be reprocessed, maintaining an unfiltered view ensures that the original data can always be accessed

如上所述，数据处理是不可逆的，因为为了保有一个完整的数据，使用过滤器使用请创建新视图。

What match type and URI pattern did you use to create the goal in your account?（B）
Match type: Equals to; URI pattern: /thankyou
Match type: Begins with; URI pattern: /thankyou
Match type: Equals to; URI pattern: www.mysite.com/thankyou
Match type: Begins with; URI pattern: www.mysite.com/thankyou

GA的目标设置，GA的URL报告中是默认不带主机名（域名）的，因此设置的时候也不用加上域名，只需要设置域名后面的即可。

Which of these best defines a Destination goal in Google Analytics?（A）
A website page viewed by the visitor once they have completed a desired action
A KPI
A page that has given you revenue
The most popular page on your site

GA中的网页目标，即用户一旦完成了某个期望目标就会浏览的某个页面，一般来说就是注册成功、表单提交成功、支付成功等的后续跳转页面。

You define a Destination goal by:（D）
Adding the e-commerce code to the goal page
Adding the conversion ID to the tracking code on the goal page
Dragging the goal page onto a Standard Report
Specifying the conversion page in your view settings within Google Analytics

如何设置网页目标？在视图中设置转化页面为目标即可。

When configuring a goal, why is it useful to assign a goal value?
To attribute monetary value to a non e-commerce site
To calculate e-commerce metrics
To determine the popularity of webpages
You must assign a goal value in order to track conversions

为什么在配置目标时候，分配一个目标价值是有用的？给非电商网站赋予金钱价值了，从而方便计算广告效果或评估转化的潜在价值。比如表单提交页面可以这样赋值，比如100条客户信息给到销售那边，转化率大概50%，而一个客户能带来的收益大概100元，那么可以将改目标的价值设为50元。

网址构建器的使用，如果谷歌官方很难打开，可以试试我的这个工具：http://tool.xiaoq.in/url-builder/

Which of the following traffic mediums are automatically tracked by Google Analytics without extra tagging or account linking?（BDH）
Check all that apply.
search
referral
cpc
organic
email
display
ppc
(none), when the traffic source is “direct”

GA不用添加标记和关联账号自动识别的流量媒介？引荐、SEO和直接流量媒介了。CPC要开启自动标记才行，其他需要加UTM标记。

Which campaign tracking variables should you always use when manually tagging a URL?（B）
utm_content, utm_campaign
utm_source, utm_medium, utm_campaign
utm_source, utm_content
utm_campaign, utm_adgroup, utm_term

使用网址构建器时候，建议使用的3个参数（GA的网址构建工具是必填项）。当然了，这也只是建议，你不加也是会有数据的，只是可能分析起来不那么方便了。

Which of the following should you manually tag with campaign tracking variables?（AEF）
Check all that apply.
Banner ads
AdWords campaigns
Referrals
Organic search traffic
Non-AdWords CPC campaigns
Email campaigns

banner广告、非adwords的cpc广告、邮件营销，这些是GA默认无法准确识别的（一般判定为引荐或直接），因此建议加上标记从而可以查看和分析这些细分数据。

Which is the recommended parameter for identifying different versions of an ad?（D）
utm_ad
utm_medium
utm_creative
utm_content

版本标记一般使用utm_content，官方推荐，当然你要特立独行也没的说了。

有点乱，将就着看吧。以上题目来自于：https://analyticsacademy.withgoogle.com/course，在提供答案的同时提供了一些浅显的解析。仅供学习参考，英文内容版权归谷歌所有，强烈建议懂英文的直接看英文，翻译难免存在偏差。或者期待官方也出一个中文版~

最后，祝大家都拿到这个证书。记住：考试的目的不在于证书本身，而在于学习过程和自己真正掌握的技能。