Adobe AD0-E207 Adobe Analytics Architect Master Exam Practice Test

Answer : A

Segment IQ in Adobe Analytics is used to compare different segments of traffic to determine the statistical significance of differences between metrics. A high differential score of 0.9 or greater indicates a high statistical significance difference between the metrics of the two segments. This means that the differences observed in metrics like Page Views/Visitors, Searches/Visitors, Carts/Visitors, Cart Additions/Visitors, and Revenue/Visitors are not due to random chance but are significant and meaningful.

Answer : D

To meet the specified business requirements, the query string parameters in the network request must include:

events=event1,event2: This captures both newsletter sign-up attempts (event1) and successful sign-ups (event2).

vl=architectsite.com: This identifies the URL.

pageName=homepage: This tracks the user journey through the site by page name.

ch=home: This captures the site section where the successful newsletter sign-ups occur.

The combination of these parameters ensures that all the required data points are collected and reported accurately.

Answer : D

Business Requirement: The company wants to ensure that the original search term ('Mobile') receives credit for the purchase, despite subsequent searches.

Understanding Merchandising eVars: Merchandising eVars are used to attribute success events (like purchases) to specific values captured earlier (like search terms).

Allocation and Expiration Settings:

Original Value (First) Allocation: This setting ensures that the first value captured (in this case, 'Mobile') remains attributed to the visitor, regardless of subsequent values.

Expiration Setting: Setting the expiration to the purchase event ensures that the value ('Mobile') remains active until the visitor makes a purchase.

Explanation:

Configure an eVar as Merchandising Variable: This allows tracking specific values like search terms in relation to product views and purchases.

Original Value (First) Allocation: Ensures that the initial search term ('Mobile') gets credit.

Expiration to Purchase Event: Keeps the eVar value until the purchase is made, ensuring accurate attribution.

Verification: According to Adobe Analytics documentation on Merchandising eVars, using Original Value allocation with appropriate expiration settings ensures correct attribution of original search terms to final purchases (Adobe Analytics Implementation Guide).

Answer : C

To benchmark the effectiveness of the current navigation system, the Architect should look at the navigation usage rate per visit. This metric, calculated by multiplying the number of navigation clicks by the number of visits, provides insight into how often visitors are engaging with the navigation system on a per-visit basis. It helps to understand the relative frequency of navigation usage, which is crucial for optimizing the system and ensuring that it effectively helps users to explore the site and find products.

Answer : C, E

Standard metrics in Adobe Analytics are those that come pre-configured within the platform and are commonly used across various types of implementations. These include:

Purchase: Tracks the completion of a purchase transaction.

Orders: Records the number of orders placed.

These metrics are essential for eCommerce tracking and are part of the standard set of metrics available in Adobe Analytics.

Answer : A, D, E

Business Requirement: Track the login status of visitors on a secure website.

Potential Login Statuses:

'Unregistered / Logged Out': Tracks users who have not registered or have logged out.

'Anonymous': Generally used for visitors who browse without logging in, but does not apply in a secure login-required context.

'Registered / Logged Out': Important for tracking users who have accounts but are currently logged out.

'Registered / Logged In': Essential for tracking active, logged-in users.

'Incomplete Registration': Useful for identifying users who started but did not complete the registration process.

'Unregistered / Logged In': Typically not applicable as unregistered users cannot be logged in.

Explanation:

'Unregistered / Logged Out': Helps in understanding the behavior of users who visit but have not completed registration or logged out.

'Registered / Logged In': Critical for identifying and analyzing the behavior of active users.

'Incomplete Registration': Helps in identifying and addressing barriers in the registration process.

Verification: According to Adobe Analytics best practices, capturing various login statuses helps in comprehensive user behavior analysis (Adobe Analytics User Guide).

Answer : B, D

Overview of the Issue: The 'None' value in Marketing Channel reports indicates visits that are not attributed to any of the defined marketing channels.

Potential Diagnostic Steps:

Break down 'None' Marketing Channel by Tracking Code: This can provide insights but does not directly address the underlying configuration issues.

Review Marketing Channel Processing Rules: Ensures that the rules are correctly defined and applied. Incorrect or missing rules can result in visits being categorized as 'None'.

Review Marketing Channel Data Feeds: Useful for data validation but not for configuration troubleshooting.

Check that Internal URL Filters are configured correctly: Ensures that internal traffic is filtered out and does not interfere with marketing channel attribution.

Review Marketing Channel Data Connector settings: Relevant for integrations but not for basic processing rule configurations.

Explanation:

Review Marketing Channel Processing Rules: Essential to verify that all necessary rules are correctly set up to attribute visits to the correct channels.

Check that Internal URL Filters are configured correctly: Ensures that visits from internal sources do not affect marketing channel data, preventing incorrect attribution to 'None'.

Verification: According to Adobe Analytics Implementation documentation, reviewing processing rules and internal URL filters is crucial for accurate channel attribution (Adobe Analytics Implementation Guide).