WGU D381 E-COMMERCE AND MARKETING ANALYTICS
04/05/2026
EXAM LATEST VERSION 2026\2027
WGU D381 E-Commerce and Marketing Analytics exam latest version
2026\2027 question and correct answers, Exams of e-commerce and Marketing
When it comes to Google marketing analytics, why is the number of impressions important?
The number of impressions help a business assess whether its campaign is on track based on the
parameters set by it.
A group of individuals have set up an e-store and are running a digital campaign to understand the
effectiveness of the design of the e-store.What is the use of Google Analytics in this case?
To help assess data pertaining to the design factors that correlate with the campaign goals
Maria at Whole Pine, Inc. is tasked by her supervisor with evaluating the paid traffic data for the
company's online store to determine the success of the latest digital advertising campaign in achieving
the campaign goal of increasing the click-through rate from 3% to 7%. How is paid traffic directly
correlated with the campaign goal for the online store?
Paid traffic helps to determine the current success of sales strategies for a product that is being
advertised.
Daniel at Whole Pine Inc. is tasked by his supervisor with segregating direct traffic data for the
company's online store and analyzing the effectiveness of its online campaign across various social
media platforms.Which type of traffic should Daniel focus on in this case?
The traffic that focuses on the number of customers that a business is getting daily
A data scientist for a marketing organization has used spreadsheets to perform basic data analysis of the
organization's current campaign. However, the data scientist now wants to perform customized data
analysis to create comprehensive campaign performance reports.What is an efficient approach in this
4/5/2026
case?
1
, WGU D381 E-COMMERCE AND MARKETING ANALYTICS
04/05/2026
EXAM LATEST VERSION 2026\2027
The data scientist should use the data analysis libraries available in Python for data mining and data
processing.
A marketing team has created spreadsheets and charts to present user data related to a campaign.
However, the team also wants to present real-time data and insights about the campaign to its
stakeholders as well as share customized reports with its stakeholders. The team decides to use Google
Data studio for this. What is the importance of Google Data Studio in this case?
It allows visualization of campaign data using dashboards and customer reports.
A company is running a campaign to increase product sales, and the marketing team of the company is
tracking campaign data using Google Analytics. The team decides to use funnel exploration to visualize
the steps that users take to complete a task such as making a purchase. How is the use of funnel
exploration beneficial in this case?
It helps the team to understand how successfully users are completing each stage in order to improve
inefficient customer journeys.
A marketing specialist of a company is using the explorations feature in Google Analytics to track the
data of the company's latest advertising campaign.Which information is the marketing specialist going
to find if they use the cohort technique in this case?
Insights about a group of users who share common attributes
What should a business do to ensure that web analytics tools are capable of monitoring and tracking
website performance during a campaign?
Run a piece of code or a tag on each website that needs to be monitored to make web analytics tools
aware of them
4/5/2026
2
, WGU D381 E-COMMERCE AND MARKETING ANALYTICS
04/05/2026
EXAM LATEST VERSION 2026\2027
A company is working on three digital advertising campaigns, with the marketing goal of increasing
brand awareness. Which approach should this company take to efficiently monitor the progress of each
campaign?
Set a specific performance goal for each campaign
The marketing team of a company wants to increase the efficiency of the company's latest digital
marketing campaign. So the team decides to link the Google Ads account to Google Analytics. What is
the benefit of linking the two Google platforms in this case?
It enables the team to merge data about conversions from Google Ads with data about audience
demographics in Google Analytics.
An e-commerce website plans to run A/B tests to determine whether it should change the color of the
"Checkout" button from orange to green. The company then creates a hypothesis to explain the "how"
and "why" of the experiment.Why is it important to have a strong hypothesis in this case?
It makes it easier to quantify the results and communicate them to stakeholders.
A pet adoption center ran an A/B test to determine whether replacing dog videos on its website with cat
videos will lead to more adoption inquiries. The center developed the following hypothesis: "As the
research shows that most popular animal videos are cat videos, it is expected that using a cat video on
the web page will increase adoption inquiries by 5%." However, the A/B test for the asset failed to give
the expected outcome.What should the center do in this case?
Adjust the hypothesis and test another variant
Li moves to a new city and stays for a year. While living there, Li buys groceries twice a month from a
local grocery store. Li's average order value is $75.What is Li's lifetime value (LTV) for this local grocery
store?
$1,800
4/5/2026
3
, WGU D381 E-COMMERCE AND MARKETING ANALYTICS
04/05/2026
EXAM LATEST VERSION 2026\2027
The goal of an e-commerce company's marketing campaign is to encourage visitors to its website to sign
up for a newsletter. At the end of the campaign, data shows that newsletter sign-ups increased by 22
percent because of the campaign.Which type of conversion does this scenario exemplify?
A micro conversion
An e-commerce company wants to increase the traffic to its website using Google Ads.Which bidding
strategy should the company use in this case?
Cost-per-click bidding
An e-commerce company wants to increase its conversion rate and decrease its cart abandonment rate.
As a result, the company decides to run a campaign using Smart Bidding that would make automated
decisions to increase the efficiency of the campaign.How is Smart Bidding going to be useful in this case?
It uses machine learning to analyze real-time data to display the right message to the right user at the
right time.
An e-commerce company wants to simultaneously test two hero images on the landing page of its
website—original "X" and variant "Y"—and two headlines—original "H0" and variant "H1." Which test
should the company use in this case?
A multivariate test
Before launching a campaign, an e-commerce company creates a map that specifies all the stakeholders
of the campaign and their interests and goals regarding the campaign.How does this map help improve
communication with stakeholders?
By categorizing stakeholders and showing which stakeholders require what information and how
frequently they need it
4/5/2026
4
04/05/2026
EXAM LATEST VERSION 2026\2027
WGU D381 E-Commerce and Marketing Analytics exam latest version
2026\2027 question and correct answers, Exams of e-commerce and Marketing
When it comes to Google marketing analytics, why is the number of impressions important?
The number of impressions help a business assess whether its campaign is on track based on the
parameters set by it.
A group of individuals have set up an e-store and are running a digital campaign to understand the
effectiveness of the design of the e-store.What is the use of Google Analytics in this case?
To help assess data pertaining to the design factors that correlate with the campaign goals
Maria at Whole Pine, Inc. is tasked by her supervisor with evaluating the paid traffic data for the
company's online store to determine the success of the latest digital advertising campaign in achieving
the campaign goal of increasing the click-through rate from 3% to 7%. How is paid traffic directly
correlated with the campaign goal for the online store?
Paid traffic helps to determine the current success of sales strategies for a product that is being
advertised.
Daniel at Whole Pine Inc. is tasked by his supervisor with segregating direct traffic data for the
company's online store and analyzing the effectiveness of its online campaign across various social
media platforms.Which type of traffic should Daniel focus on in this case?
The traffic that focuses on the number of customers that a business is getting daily
A data scientist for a marketing organization has used spreadsheets to perform basic data analysis of the
organization's current campaign. However, the data scientist now wants to perform customized data
analysis to create comprehensive campaign performance reports.What is an efficient approach in this
4/5/2026
case?
1
, WGU D381 E-COMMERCE AND MARKETING ANALYTICS
04/05/2026
EXAM LATEST VERSION 2026\2027
The data scientist should use the data analysis libraries available in Python for data mining and data
processing.
A marketing team has created spreadsheets and charts to present user data related to a campaign.
However, the team also wants to present real-time data and insights about the campaign to its
stakeholders as well as share customized reports with its stakeholders. The team decides to use Google
Data studio for this. What is the importance of Google Data Studio in this case?
It allows visualization of campaign data using dashboards and customer reports.
A company is running a campaign to increase product sales, and the marketing team of the company is
tracking campaign data using Google Analytics. The team decides to use funnel exploration to visualize
the steps that users take to complete a task such as making a purchase. How is the use of funnel
exploration beneficial in this case?
It helps the team to understand how successfully users are completing each stage in order to improve
inefficient customer journeys.
A marketing specialist of a company is using the explorations feature in Google Analytics to track the
data of the company's latest advertising campaign.Which information is the marketing specialist going
to find if they use the cohort technique in this case?
Insights about a group of users who share common attributes
What should a business do to ensure that web analytics tools are capable of monitoring and tracking
website performance during a campaign?
Run a piece of code or a tag on each website that needs to be monitored to make web analytics tools
aware of them
4/5/2026
2
, WGU D381 E-COMMERCE AND MARKETING ANALYTICS
04/05/2026
EXAM LATEST VERSION 2026\2027
A company is working on three digital advertising campaigns, with the marketing goal of increasing
brand awareness. Which approach should this company take to efficiently monitor the progress of each
campaign?
Set a specific performance goal for each campaign
The marketing team of a company wants to increase the efficiency of the company's latest digital
marketing campaign. So the team decides to link the Google Ads account to Google Analytics. What is
the benefit of linking the two Google platforms in this case?
It enables the team to merge data about conversions from Google Ads with data about audience
demographics in Google Analytics.
An e-commerce website plans to run A/B tests to determine whether it should change the color of the
"Checkout" button from orange to green. The company then creates a hypothesis to explain the "how"
and "why" of the experiment.Why is it important to have a strong hypothesis in this case?
It makes it easier to quantify the results and communicate them to stakeholders.
A pet adoption center ran an A/B test to determine whether replacing dog videos on its website with cat
videos will lead to more adoption inquiries. The center developed the following hypothesis: "As the
research shows that most popular animal videos are cat videos, it is expected that using a cat video on
the web page will increase adoption inquiries by 5%." However, the A/B test for the asset failed to give
the expected outcome.What should the center do in this case?
Adjust the hypothesis and test another variant
Li moves to a new city and stays for a year. While living there, Li buys groceries twice a month from a
local grocery store. Li's average order value is $75.What is Li's lifetime value (LTV) for this local grocery
store?
$1,800
4/5/2026
3
, WGU D381 E-COMMERCE AND MARKETING ANALYTICS
04/05/2026
EXAM LATEST VERSION 2026\2027
The goal of an e-commerce company's marketing campaign is to encourage visitors to its website to sign
up for a newsletter. At the end of the campaign, data shows that newsletter sign-ups increased by 22
percent because of the campaign.Which type of conversion does this scenario exemplify?
A micro conversion
An e-commerce company wants to increase the traffic to its website using Google Ads.Which bidding
strategy should the company use in this case?
Cost-per-click bidding
An e-commerce company wants to increase its conversion rate and decrease its cart abandonment rate.
As a result, the company decides to run a campaign using Smart Bidding that would make automated
decisions to increase the efficiency of the campaign.How is Smart Bidding going to be useful in this case?
It uses machine learning to analyze real-time data to display the right message to the right user at the
right time.
An e-commerce company wants to simultaneously test two hero images on the landing page of its
website—original "X" and variant "Y"—and two headlines—original "H0" and variant "H1." Which test
should the company use in this case?
A multivariate test
Before launching a campaign, an e-commerce company creates a map that specifies all the stakeholders
of the campaign and their interests and goals regarding the campaign.How does this map help improve
communication with stakeholders?
By categorizing stakeholders and showing which stakeholders require what information and how
frequently they need it
4/5/2026
4
