Web and Marketing Analytics, Measurement, and KPIs
Expect questions on tracking, metrics definitions, and measurement frameworks. Know the difference between metrics (raw measures) and KPIs (metrics tied to goals). Understand the funnel metrics: sessions, users, bounce rate, pages/session, conversion rate, and how they interrelate. Know that conversion rate = conversions ÷ sessions (or users), and be careful which denominator a question implies.
Understand tracking mechanics: cookies, tags/pixels, UTM parameters, event tracking, and the growing role of server-side tracking and consent-based measurement. Grasp attribution models-last-click, first-click, linear, time-decay, position-based-and their biases. Last-click over-credits closing touchpoints; first-click over-credits discovery.
Traps: comparing metrics with different denominators (sessions vs. users). Treating bounce rate as universally bad-on a single-purpose landing page a high bounce with high conversion can be fine. Confusing correlation in dashboards with causation. Another trap: ignoring data-quality issues like bot traffic, duplicate tracking, or sampling in analytics reports.
Worked rule of thumb: Before drawing conclusions, validate the tracking (are conversions firing once?), confirm the time window, and match the metric to the question. If a channel looks strong under last-click but weak under first-click, it likely plays a closing role-factor that into budget decisions rather than cutting it blindly.