Google Analytics and Web Metrics Questions

Comprehensive knowledge of Google Analytics 4 and broader web analytics practices for measuring, analyzing, and translating website and application behavior into business decisions. Candidates should be able to navigate the Google Analytics 4 interface and configure properties and data streams, explain how data is collected through tracking snippets and event instrumentation, and distinguish user based metrics such as users from session based metrics such as sessions. Core metric fluency includes sessions, users, engagement rate, bounce rate, average session duration, pages per session, and conversion rate and when to use each. The scope includes designing and implementing conversion tracking and conversion events, defining goals and funnels, analyzing user behavior flows and identifying funnel drop off points, creating segments and performing cohort analysis, and using campaign tagging parameters for marketing attribution. Candidates should also understand attribution models including first click, last click, and multi touch, be able to diagnose data quality and tracking issues such as missing events, duplicate hits, cross domain problems, and consent related gaps, interpret campaign and product performance, and recommend measurement improvements and controlled experiments to validate hypotheses.