Digital Analytics
Digital Analytics tests whether you can turn platform and site data into decisions: define KPIs, validate data, segment audiences, and choose an attribution lens. The exam favors measurement plans tied to business objectives over tool trivia.
Core rules and concepts
- Start with the decision: name the KPI (e.g., qualified lead, purchase, retention) and its formula before choosing a report.
- Distinguish dimensions (source, device, page) from metrics (sessions, revenue, conversion rate).
- In event-based analytics such as GA4, events and key events replace Universal Analytics goals; engaged sessions, engagement rate, and user counts are common metrics.
- Audit data quality: consent mode, tag firing, internal traffic filters, bot filtering, and UTM discipline.
- Attribution is a model, not truth. Last-click favors closers; position-based spreads credit; data-driven models need volume.
Worked example
An ecommerce site gets 10,000 sessions, 500 add-to-cart events, 200 checkouts, and 100 purchases worth $8,000. Overall conversion rate is 100/10,000 = 1%. Average order value is $8,000/100 = $80. Add-to-cart rate is 500/10,000 = 5%; checkout-to-purchase is 100/200 = 50%. If paid media spent $2,000 and drove 40 purchases, revenue attributed is $3,200 and ROAS is 1.6. The reasoning: compute ratios from the correct denominators, then connect spend to outcomes.
Traps that cost marks
Treating pageviews and followers as KPIs; comparing conversion rates with different denominators; ignoring consent and blocked tags; overcrediting branded search or retargeting under last-click; and reporting a metric without the segment or time period that makes it actionable.