Google Analytics Individual Qualification Practice Exam

What does the term 'attribution' refer to in Google Analytics?

1. Assigning credit to conversion sources

2. Tracking user behavior

3. Segmentation of traffic

4. Recording user sessions

The correct answer is: Assigning credit to conversion sources

The term 'attribution' in Google Analytics specifically refers to the process of assigning credit to different conversion sources. This means that when a user completes a goal—such as making a purchase or signing up for a newsletter—attribution helps to determine which channels, campaigns, or touchpoints along the user’s journey contributed to that conversion. Understanding attribution is crucial for marketers since it enables them to assess the effectiveness of their various marketing efforts and allocate resources appropriately to maximize return on investment. For instance, if a user interacts with multiple channels such as emails, social media ads, and organic search before making a purchase, attribution models help to specify which of these channels should receive credit for the conversion. This understanding allows businesses to refine their marketing strategies and improve overall performance. The other choices focus on different areas of Google Analytics functionality. User behavior refers to analyzing how users interact with a website, segmentation involves categorizing users into distinct groups based on criteria such as demographics or behavior, and recording user sessions is about tracking how long and how frequently users visit a site. While all these aspects are important in web analytics, attribution specifically deals with how conversion credit is assigned across different sources.