Comparative data about various websites is available from:

Comparative data about various websites is available from:
 a. the user's own metrics platform.
  b. interactive advertising agencies.
  c. firms with specialized tools, platforms, and consulting expertise.
  d. a simple Google search.

Question 2

Path analysis metrics are important:
 a. to marketers who need to understand how their advertising programs are working.
  b. to marketers who need to understand how visitors are using the site.
  c. to IT technicians who need to understand which pages are most used.
  d. All of these are correct.

Question 3

________ is a summary display of metrics data for the marketer's desktop.
 a. Top line
  b. Dashboard
  c. Report
  d. Bottom line

Question 4

The time frames available for Internet metrics are:
 a. chosen at the time the metrics platform is installed.
  b. include by day, week, or month.
  c. are controlled by the supplier of the metrics platform.
  d. All of these are correct.

Question 5

Why is time watched an important video metric?
 a. The longer a video plays, the more ads the user will see.
  b. The metrics tracker might miss the impression if the video is closed too soon.
  c. When a user closes the video early, it usually means that he or she has a negative impression of the brand.
  d. A user who closes the video early might miss the call to action.

Question 6

The type of cookie that remains on a user's computer for a specified period of time is called:
 a. a session cookie.
  b. a persistent cookie.
  c. a first-party cookie.
  d. No cookie remains on a computer longer than a single website visit.

Question 7

Tagged web pages and cookies work together to:
 a. produce useful metrics for marketers.
  b. ensure efficient site performance.
  c. they don't work together.
  d. incite potential customers to action.