Adobe Analytics Business Practitioner Practice Exam

To compare video engagement between visitors on mobile devices and tablets arriving via paid search, what should the analyst create?

1. A single segment for visits from mobile and tablet.

2. A data warehouse report with metrics/dimensions for video name and device type.

3. Two segments for mobile and tablet visits from paid search.

4. A comprehensive funnel report for all devices and traffic sources.

The correct answer is: Two segments for mobile and tablet visits from paid search.

Creating two segments for mobile and tablet visits from paid search allows the analyst to isolate and directly compare the video engagement metrics for each device type. This segmentation provides clarity and ensures that the analysis is not confounded by potential overlaps or differences in user behavior between mobile and tablet users. By focusing specifically on visitors who arrive via paid search, the analyst can derive insights tailored to that traffic source, enabling a more detailed understanding of how engagement differs across devices. This method also facilitates targeted analysis, as it allows for the examination of specific metrics such as video views, completion rates, or interaction times for each device category independently. Consequently, this granular approach aids in identifying device-specific trends, optimizing campaigns, and making informed strategic recommendations.