Adobe Analytics Business Practitioner Practice Exam

What change should the analyst make to ensure paid search traffic is recorded?

1. Update processing rules for Natural Search channel

2. Update processing rules for Paid Search channel to include the query parameter

3. Remove the "cid" from the URL

4. Configure a new traffic channel in Admin settings

The correct answer is: Update processing rules for Paid Search channel to include the query parameter

Updating the processing rules for the Paid Search channel to include the query parameter is crucial for accurately recording paid search traffic. In Adobe Analytics, different traffic channels are determined by specific criteria, including how URLs are structured and what parameters are present. When paid search campaigns are executed, they often append specific query parameters to the URL (such as "utm_source" or "utm_medium"). By ensuring these parameters are correctly recognized in the processing rules for the Paid Search channel, the system can accurately attribute incoming traffic to paid search efforts. This means that visits and conversions generated from these sources will be reflected correctly in reports, enabling better analysis of the effectiveness of paid search campaigns. The other options do not directly address the need for the correct query parameters to be recognized within the Paid Search channel, which is central to tracking and reporting this traffic effectively. For instance, updating processing rules for the Natural Search channel would not affect paid search tracking, and removing essential identifiers from URLs could lead to a loss of tracking accuracy. Configuring a new traffic channel might help, but it would not replace the necessity of modifying the existing Paid Search processing rules to include the relevant query parameters.