Pass the Google Analytics Test First Time! Answers Inside

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Google Analytics – IQ going up!

I thought I knew a thing or two about Google Analytics taking on the Google Analytics Individual Qualification (IQ) test. This naivety was what led me to fail it the first time around. You need to be on the right side of 80% to pass – I scored a less-than-flattering 74%.

While I had been very familiar with the mainstays of reporting and features in GA for years, I hadn’t quite been on top of newly added features like Google Tag Manager, Universal Analytics, and other recent developments.

Having learnt that lesson of under-preparing for the task – I’ve provided an epic list of Google Analytics related questions for my own and your reference. I’ll continually add to it and remove dated material.

It goes without saying that web analytics isn’t going anywhere given the increasing number of internet users and internet usage by country, so it’s never too late to get started.

Don’t forget to bookmark (⌘D or Ctrl d) this awesome page! Enjoy!

 


 

Q.1 What is the purpose of the URL builder?

  1. using the URL builder is required in order to track AdWords visits
  2. to optimise landing pages
  3. to generate the URL tracking parameters that need to be appended to an organic search result
  4. to generate a URL with tracking parameters

ANSWER – 4

Why?

The URL builder allows us to create URLs that append referrer data in the form of URL parameters. This enables us to collect source, medium, term, content, and campaign name tracking data.

Keyword 01

The URL builder is used to generate the above tracking parameters.

Get started here on Google’s URL builder.

 


 

Q.2 Which of the following is a valid tagged custom campaign? Select all that apply.

  1. www.example.com?utm_campaign=fall&utm_medium=email&utm_source=newsletter1&utm_content=a1
  2. www.example.com?utm_medium=cpc&utm_source=mysearch&utm_campaign=spring&utm_term=backpacks
  3. www.example.com?utm_medium=referral&utm_source=example&utm_campaign=winter
  4. www.example.com?utm_medium=email&utm_source=newsletter1&utm_campaign=spring

ANSWER – 1, 2, 3, & 4

Why?

Source, medium, name (campaign) are all required to track a custom campaign (see screengrab in Q.1).

 


 

Q.3 You should add Analytics tracking code to your site when.

  1. after implementation planning
  2. before  documenting your business objectives
  3. during measurement planning
  4. when it’s convenient for your IT team

ANSWER – 1

Why?

Your approach to analytics should be cyclical. When planning your analytics infrastructure, begin by:

  • defining your measurement plan,
  • then document your technical infrastructure,
  • create an implementation plan,
  • implement your tracking code.
  • Next, maintain and refine it and
  • continue the cycle repeatedly over time.
Building Your Analytics Infrastructure

Implement your Analytics tracking code after creating your implementation plan.

Here’s how Google phrases it – forward to 01:17.

 


 

Q.4 Channel X has an Assisted/Last Interaction Conversions value of exactly 1. Which of the following is true?

  1. Channel X equally initiates and assists conversions
  2. Channel X is always the last click before conversion
  3. Channel X always initiates conversions
  4. None of these is true

ANSWER – 4

Why?

The correct answer would be Channel X equally assists and completes conversions. Underlined in red below, and taken from Google’s Analysing Channel Contribution documentation supports this.

Assisted/Last Interaction Conversions Values of Exactly 1

Assisted/Last Interaction Conversions

 


 

Q.5 Which of the following questions can be answered using the goal flow report?

  1. Is there a place in my funnel where traffic loops back to the beginning of the conversion process
  2. Are there any steps in my conversion process that don’t perform well on mobile devices compared to desktop devices?
  3. Are there a lot of unexpected exits from a step in the middle of my conversion funnel?
  4. Do visitors usually start my conversion process from the first step or somewhere in the middle?

ANSWER – 1, 2, 3, & 4

Why?

Google themselves say it best.

Use the Goal Flow Report to investigate questions like:

Where do users enter my funnel — at the first step, or are they jumping in somewhere in the middle? Are there a lot of unexpected exits from a step in the middle of the funnel? Is there a place where traffic loops back? Is there one segment of traffic that acts differently than other segments? Is it converting more or less often?

Using the below screengrab, it’s not hard to visualise all four scenarios starting to be answered with the use of Goal Flow Reports.

The Goal Flow Report

The Goal Flow Report

 


 

Q.6 Which two metrics below would be the best KPIs for measuring the performance of an ecommerce business? Select two.

  1. pageviews
  2. revenue
  3. bounce rate
  4. average order value

ANSWER – 2 & 4

Why?

Ecommerce metrics such as revenue and average order value are more directly associated with site/business performance.

Pageviews and bounce rate are secondary metrics, which can be optimised for in order to improve your business ecommerce metrics.

Two of Your Most Useful Ecommerce Metrics

Two of Your Most Useful Ecommerce Metrics

 


 

Q.7 In the Linear attribution model,

  1. each touchpoint in the conversion path shares equal credit for the conversion
  2. the last touchpoint receives 100% of the credit for the conversion
  3. the touchpoints closest in time to the conversion get the most credit
  4. the first touchpoint receives 100% of the credit for the conversion

ANSWER – 1

Why?

Currently, there are seven attribution models. The one that interests us here is Linear –it’s description shown in the image below.

The Linear Attribute Model

The Linear attribute model gives all touchpoints equal credit for a conversion.

 


 

Q.8 Which of the following would be valid segments to consider when looking at data? Select all that apply.

  1. traffic by time of day
  2. traffic by device
  3. traffic by marketing channel
  4. traffic by geography

ANSWERS – 1, 2, 3, 4

Why?

All of the above dimensions comprise possible, and very valid, segments to utilise when looking at data.

Use conditions to create these segments.

Use conditions to create the above four segments. This image shows the hour (time of day) dimension highlighted.

 


 

Q.9 You want to see the percentage of sessions in which a specific button was clicked. Which of the following would be most useful?

  1. set up Real-Time reporting
  2. set up a custom report
  3. set up an event goal
  4. set up a dashboard

ANSWER – 3

 Why? The four goal types are as shown below. A button click can only be tracked as an event.

Goal Types

Off these four goal types, events are used to track button clicks.

 


 

Q.10 What is the first step of analytics planning?

  1. Create your implementation plan
  2. Define your overall measurement plan and business objectives
  3. Document your technical infrastructure
  4. Implement Google Analytics

ANSWER – 2

Why?

Analytics planning is a cyclical process that begins as follows:

  • first, define a measurement plan,
  • then document your technical infrastructure,
  • create an implementation plan,
  • implement your tracking code.
  • next, maintain and refine by continuing the cycle repeatedly over time.
Building Your Analytics Infrastructure

Plan to define your measurement plan first before anything else.

 

A measurement plan identifies:

  • the company business objectives
  • the strategies and tactics that support the objectives
  • the key performance indicators (KPIs) to measure success
  • segments to better understand what drives success
  • and targets for each KPI to understand if the business is reaching its goals

Example Business Objective

Promote customers’ appreciation of outdoor activity through the acquisition of camping and sporting goods.

Example Business Objective

Example Business Objective

 


 

Q. 11 Which of the following would you use to set up a custom alert?

  1. Content
  2. Real-Time
  3. Conversions
  4. Intelligence

ANSWER – 4

Why?

Intelligence events allows you to create custom alerts to notify you when certain metrics deviate beyond a configured percentage. Within this report you can access default, automatic alerts and custom alerts that you can configure yourself.

Custom Alerts

Custom Alerts are access via the Intelligence UI

 


 

Q.12 Which of the following would be most useful for ranking pages according to revenue contribution?

  1. Page Value
  2. Margin
  3. ROI
  4. Bounce Rate
  5. Revenue

ANSWER – 5

Why?

 Ah, revenue is useful for ranking pages by revenue. Trick question?

 


 

Q.13 Which of the following technologies or features can be used to add data to Google Analytics? Select all that apply.

  1. Real-Time
  2. Measurement Protocol
  3. Intelligence
  4. Cost Data Import
  5. Dimension Widening

ANSWER – 2, 4, & 5

Why?

Measurement Protocol: allows developers to make HTTP requests to send raw user interaction data directly to Google Analytics servers.

Data Import: allows us to include data from external sources in your reporting and analysis by importing that data via a file upload.

Dimension Widening: now known as Custom Data Import, is a kind of “catch all” that allows you to import and join data in ways that make sense to you.

A great resource on Dimension Widening is this excellent post by Justin Cutroni.

This question also exists as below – answer is 3.

  1. Data Import, Real-Time
  2. Data Import, Intelligence
  3. Data Import, Measurement Protocol
  4. Real-Time, Intelligence

 

 


 

Q.14 A visitor comes to your site but stops looking at pages and generating events. Which of the following will occur by default?

  1. The visitor’s session expires after 5 minutes of inactivity
  2. The visitor’s session expires after 30 minutes of inactivity
  3. The visitor’s session expires once the visitor has exited your site
  4. Google Analytics does not keep track of sessions by default

ANSWER – 2

Why?

By default, a session lasts 30 minutes, but you can adjust this length so a session lasts a few seconds or several hours. A session can be as short as a few seconds or as long as several hours. But by default, session last 30 minutes. More here.

 


 

Q.15 True or False: When you share a link to a custom report, you share the data in the report.

  1. True. Sharing a link to a custom report shares the data in the report.
  2. False. Sharing a link to a custom report only shares a template for the report.

ANSWER – 2

Why?

When you share an asset, only the configuration information is copied and shared. None of your Google Analytics account data or personal information is shared, so you maintain control over your privacy and data.

More here.

 


 

Q.16 Which of the following is not a standard campaign parameter?

  1. utm_content
  2. utm_campaign
  3. utm_source
  4. utm_adgroup

ANSWER – 4

Why?

As shown below, only source, medium, term, content, and name are standard campaign parameters.

Custom Campaign Parameters

Custom Campaign Parameters – No Ad Group Parameter There

 


 

Q.17 Which of the following would be most useful in measuring how many days passed between the first visit to a site and the eventual conversion?

  1. Path Length
  2. Conversion Value
  3. Top Conversion Paths
  4. Assisted/Last Interaction Conversions
  5. Time Lag

ANSWER – 5

Why?

The Time Lag report shows how many conversions resulted from conversion paths that were 0, 1, 2, 3, 4, 5, 6, 7, 8, 9, 10, 11, or 12+ days long. This can give you insight into the length of your online sales cycle.

 


 

Q.18 Which of the following represents a macro conversion for an ecommerce site?

  1. collecting a lead
  2. a completed sales transaction
  3. a click on a “buy” button
  4. receiving a product inquiry
  5. all of the above

 ANSWER – 2

Why?

A macro conversion is a purchase on an ecommerce site, micro conversions are activities that users frequently engage in before purchasing.

 


 

Q.19 You have defined goal X such that any PDF download qualifies as a goal conversion. A user comes to your site once and downloads five PDFs. How many goal conversions will be recorded?

  1. 0
  2. 1
  3. 2
  4. 5

ANSWER – 2

Why?

Each time a user completes a Goal, a conversion is logged in your Google Analytics account. You can also give a Goal a monetary value, so you can see how much that conversion is worth to your business. Importantly, goal conversion is counted once per session.

 


 

Q.20 Specifying a goal value allows Google Analytics to calculate _____ (select all that apply)

  1. Average Order Value
  2. Ecommerce Revenue
  3. Goal Revenue
  4. Bounce Rate
  5. Revenue per Click

ANSWER – 3

Why?

Google Analytics uses the Goal Value data to calculate Goal Revenue and other metrics like Goal ROI and Average Score.

 


 

Q.21 You want to evaluate the landing pages you are using for AdWords ads. Which of the following dimensions would be most useful?

  1. Campaign
  2. Ad Group
  3. Keyword
  4. Placements
  5. Destination URL

ANSWER – 5

Why?

Campaign, Ad Group, Keyword and Destination URL. Only Placement Domains and Placement URL are GA dimensions.

 


 

Q.22 Your web property is “www.example.com”. You set up a URL goal of “/thankyou” and a Match Type of “Begins with”. Which of the following URLs will count as goals? (Select all that apply.)

  1. www.example.com/thankyou.html
  2. www.example.com/thankyou/receipt.php
  3. www.example.com/thankyou.php
  4. www.example.com/receipt/thankyou.php

ANSWER – 1, 2, & 3

Why?

Use “Begins with” as your Match Type if your website has dynamically generated content to include any unique values. In this question, “/thankyou” covers all but the last URLs.

See GA Conversions’ Destination Goal URL Match Type examples here.

 


 

Q.23 Why is it important that you maintain one unfiltered view when using filters with your Analytics account?

  1. You will need to configure your goals in the unfiltered view
  2. An unfiltered view ensures that the original data can always be accessed
  3. There is no reason to maintain an unfiltered view
  4. Without one unfiltered view, you will not be able to use a filter for multiple views

ANSWER – 2

Why?

Raw data cannot be reprocessed, so maintaining an unfiltered view ensures that original data can always be accessed in one untouched view while detscrutive filters have been applied to others.

 


 

Q.24 For each user who comes to your site, Google Analytics automatically captures which of the following Traffic Source dimensions? Select all that apply.

  1. Medium
  2. Source
  3. Ad Content
  4. Campaign

ANSWER – 1, 2, 3, & 4

Why?

Source: Every referral to a web site has an origin, or source. Possible sources include: “google” (the name of a search engine), “facebook.com” (the name of a referring site), “spring_newsletter” (the name of one of your newsletters), and “direct” (users that typed your URL directly into their browser, or who had bookmarked your site).

Medium: Every referral to a website also has a medium. Possible medium include: “organic” (unpaid search), “cpc” (cost per click, i.e. paid search), “referral” (referral), “email” (the name of a custom medium you have created), “none” (direct traffic has a medium of “none”).

Keyword: The keywords that users searched are usually captured in the case of search engine referrals. This is true for both organic and paid search. Note, however, that when SSL search is employed, Keyword will have the value (not provided).

Campaign: The name of the referring AdWords campaign or a custom campaign that you have created.

Content: Identifies a specific link or content item in a custom campaign. For example, if you have two call-to-action links within the same email message, you can use different Content values to differentiate them so that you can tell which version is most effective.

You can use Custom Campaigns to tag links to use your own custom values for Campaign, Medium, Source, and Keyword.

 


 

Q.25 If a paid keyword has an Assisted/Last Click or Direct Conversions value of 0.5, which of the following is true?

  1. The keyword played an assisted role less often than it played a last click role
  2. The keyword played an assist role in exactly on conversion
  3. The keyword played an assist role in exactly five conversions
  4. none of these answers

 

ANSWER – 1 ? 

Why?

Assisted/Last Click or Direct Conversions and First/Last Click or Direct ConversionsThese ratios summarise a channel’s overall role. A value close to 0 indicates that a channel completed more sales and conversions than it assisted. A value close to 1 indicates that the channel equally assisted and completed sales and conversions. The more this value exceeds 1, the more the channel assisted sales and conversions.

Therefor a value of 0.5 for a paid keyword Direct Conversion means this keyword completed more sales and conversions than it assisted.


 

Q.26 Which of the following are examples of mediums? Select all that apply.

  1. Google
  2. Email
  3. Conversion
  4. Example.com

ANSWER – 2 

 Why?

Medium: Every referral to a website also has a medium. Possible medium include: “organic” (unpaid search), “cpc” (cost per click, i.e. paid search), “referral” (referral), “email” (the name of a custom medium you have created), “none” (direct traffic has a medium of “none”).

 


 

Q.27 Which of the following are advantages of implementing Google Tag Manager?

  1. You can change configuration values in your mobile app without rebuilding a new binary
  2. You can add Google Analytics tags to your site without editing site code
  3. You can add non-Google tags to your site without editing site code
  4. You can add AdWords tags to your site without editing site code

ANSWER – 1, 2, 3, & 4 

Why?

The benefits of Google Tag Manager are:

  • IT-friendly – Google Tag Manager has lots features to set your mind at ease—like user permissions, automated error checking, the Debug Console, and asynchronous technology. So everything runs efficiently, with no unpleasant surprises.
  • Quick and easy – Users add or change tags whenever they want, to keep sites running smoothly and quickly. Tags are managed with an easy-to-use web interface, so there’s no need to write or rewrite site code following implementation.
  • Verified tags & templates – Google Tag Manager makes it easy to verify that new tags are working properly, so users don’t need to call on IT to check the tags. Built-in tag templates and automatic error checking also prevent tags with improper formatting from even being deployed on your site.
  • Swift loading – Google Tag Manager replaces all your measurement and marketing tags with a single, asynchronously loading tag—so your tags can fire faster without getting in each other’s way.
  • Multi-platform – Google Tag Manager works for mobile sites, and we’re building support for other platforms as well.

Download this useful PDF by Google on Why webmasters and IT love Google Tag Manager.

 


 

Q.28 Your company has a website and a mobile app, and you want to track each separately in Google Analytics. How should you structure your account(s)?

  1. one account, one property, no views
  2. one account, one property, one view, because you can’t use Google Analytics to track the mobile app
  3. one account, two properties
  4. one account, one property, two views

ANSWER – 3 

 Why?

Overview of Two Analytics Accounts

Overview of Two Analytics Accounts

 


 

Q.29 A macro conversion

  1. occurs when over 50% of visitors buy an item
  2. is your highest converting campaign
  3. is a large revenue sale that is directly attributed to a display campaign
  4. occurs when someone completes an action that’s important to your business
  5. always occurs prior to a micro conversion

 

ANSWER – 4

 Why?

A conversion is an activity on your site that is important to the success of your business. For sales oriented websites, you should track:

  • micro conversions, for example, signups for your email newsletter, account creations, and other activities that often precede a purchase
  • macro conversions, i.e. sales transactions

 


 

Q.30 Which of the following would most quickly allow you to determine whether the Google Analytics code snippet is working on a specific website page?

  1. Real-Time
  2. Secondary Dimensions
  3. Annotations
  4. Analytics Intelligence

 

ANSWER – 1 

 Why?

Real-Time, yo! This one’s a no-brainer.

 


 

Q.31 Which of the following would be most useful for optimising landing pages?

  1. Unique Pageviews
  2. Pageviews
  3. Bounce Rate
  4. Unique Visits
  5. Visits

 

ANSWER – 3

 Why?

Bounce Rate is the only metric here that tells us something about the landing page itself. It can be used to identify possible disconnects with ad copy and page meta.

 


 

Q.32 Which of the following are possible uses of filters? Select all that apply.

  1. replace complicated page URLs with readable text strings
  2. include only traffic coming from a particular campaign
  3. exclude visits from a particular IP address
  4. report on only a subdomain or directory

ANSWER – 1, 2, 3, & 4

Why?

  • Exclude: This type of filter excludes log file lines (hits) that match the Filter Pattern. Matching lines are ignored in their entirety: for example, a filter that excludes Chrome also excludes all other information in that log line, such as visitor, path, referral, and domain information.
  • Include: This type of filter includes log file lines (hits) that match the Filter Pattern. All non-matching hits are ignored and any data in non-matching hits is unavailable in the reports.
  • Lowercase / Uppercase: Converts the contents of the field into all uppercase or all lowercase characters. These filters only affect letters, and do not affect special characters or numbers.
  • Search & Replace: This is a simple filter that you can use to search for a pattern within a field and replace the found pattern with an alternate form.
  • Advanced: This type of filter allows you to build a field from one or two other fields. The filtering engine applies the expressions in the two Extract fields to the specified fields and then constructs a third field using the Constructor expression.

 


 

Q.33 You need to immediately find out whether people are viewing the new content that you just added today. Which of the following would be most useful?

  1. Annotations
  2. Real-Time
  3. Intelligence
  4. Secondary Dimensions

ANSWER – 2 

Why?

In Real-Time, a user is active if he or she has triggered an event or pageview within the past 5 minutes. Note that this is different from standard reports in which a session is defined by a 30 minute window.

 


 

Q.34 You want to know whether button X is clicked more often than button Y. Which of the following would be most useful?

  1. Real-Time
  2. Intelligence
  3. Events
  4. Annotations

 

ANSWER – 3 

Why?

Events are user interactions with content that can be tracked independently from a web page or a screen load.

 


 

Q.35 Which of the following should you NOT collect with the Google Analytics ecommerce JavaScript?

  1. credit card number
  2. purchase amount
  3. tax amount
  4. product SKU(s)
  5. billing city

 

ANSWER –  1

Why?

This one is pretty self-explanatory. The whole basis of GA is that it’s done anonymously.

 


 

Q.36 Which of the following Behaviour metrics shows the number of sessions that included a view of a page?

  1. Bounce rate
  2. Visits
  3. Pageviews
  4. Unique Visits
  5. Unique Pageviews

 

ANSWER – 1

Why?

An attempt at a trick question. But we can only take it literally, and a view of a page is a view of one page – no more. This would count as a bounce and so, – bounce rate.

 


 

Q.37 Which of the following technologies on your site influence how you implement Analytics? Select all that apply.

  1. query string parameters
  2. Flash and AJAX events
  3. responsive web design
  4. server redirects

 

ANSWER – 1, 2, 3, & 4

Why?

There are some technologies that absolutely require additional planning. These include:

  • Query String Parameters
  • Server Redirects
  • Flash and AJAX events
  • Multiple Domains and Subdomains
  • Responsive Web Design

Flash and AJAX. Responsive design means no tracking of m.domain pages.

 


 

Q.38 Which of the following are possible uses of views within a single Google Analytics account?

  1. to look more closely at traffic to a specific part of a site (a page or selection of pages)
  2. to track domains that belong to another account
  3. to look more closely at traffic to a specific subdomain
  4. to limit the user’s access to a subset of data

 

ANSWER – 1, 3, & 4

Why?

A view is the level in a Google Analytics Account where you can access reports and analysis tools. Using filters, we can exclude or include only sub-sets of data.


 

Q.39 You are interested in exploring metrics by campaign and traffic source. Which of the following sections will have this report information by default?

  1. Conversion
  2. Admin
  3. Acquisition
  4. Behaviour
  5. Audience

 

ANSWER – 3

Why?

Acquisitions - the source of all sources.

Acquisitions – the source of all sources.

 


 

Q.40 Which of the following would help you to determine the conversion value of a paid keyword?

  1. CTR
  2. CPM
  3. Real-Time
  4. Multi-Channel Funnels
  5. none of these answers

 

ANSWER – 4

 Why?

In Multi-Channel Funnels, click down into Paid Search and you will see your paid keywords – refer to their conversion values, to the right, in the data table.

 


 

Q.41 Which of the following are metrics? Select all that apply.

  1. Browser
  2. City
  3. Pageviews
  4. % New Visits

 

ANSWER – 3 & 4

 Why?

Metrics are individual elements of a dimension that can be measured as a sum or a ratio. For example, the dimension City can be associated with a metric like Population, which would have a sum value of all the residents of the specific city. Only 3 and 4 are sums or ratios.

 


 

Q.42 Which of the following are dimensions?

  1. % new visits
  2. Screen resolution
  3. Region
  4. Bounce rate

ANSWER – 2 & 3

Why?

Dimension are descriptive attributes or characteristics of an object that can be given different values. For example, a geographic location could have dimensions called LatitudeLongitude, or City Name. Values for the City Name dimension could be LimaBerlin, or Sydney. So for the above question, our answer is 2 and 3.

 


 

Q.43 Which of the following are examples of sources? Select all that apply.

  1. Example.com
  2. Display
  3. Google
  4. Email
  5. Search

 

ANSWER – 1 & 3

Why?

Every referral to a web site has an origin, or source. Possible sources include: “google” (the name of a search engine), “facebook.com” (the name of a referring site), “spring_newsletter” (the name of one of your newsletters), and “direct” (users that typed your URL directly into their browser, or who had bookmarked your site).

 


 

Q.44 Which of the following AdWords reports would you use to investigate when you should modify your bidding during certain hours of the day to optimise conversions?

  1. Campaigns
  2. Destination URLs
  3. Placements
  4. Day Parts
  5. AdWords Keywords

 

ANSWER – 4 & 5

Why?

The Day Parts report no longer exists in GA. And AdWords Keywords is the only other report that fits the questions. Since the question asks for more than one answer, by way of asking about “reports” plural. So, with some hesitation, 4 and 5.

 


 

Q.45 You want a second view of your data where you only see traffic to a specific subdirectory. What is the best way to set this up?

  1. Create a new view and apply an advanced filter that deletes page data outside the subdirectory
  2. Create a duplicate view and add a filter: select “Include only traffic to a subdirectory” from the Filter Type drop down, and specify the subdirectory
  3. Create a second Google Analytics account, and apply the new tracking code to the pages in the subdirectory
  4. Create a new web property and add the new tracking code to the pages on the subdirectory

 

ANSWER – 2

Why?

Filters allow you to limit and modify the traffic data that is included in a view. For example, you can use filters to focus on a specific directory – so 2!


 

Q.46 Which of the following are measures of traffic volume?

  1. Visits
  2. Margin
  3. Avg. Time on Site
  4. Bounce Rate

 

ANSWER – 1

Why?

Definitely Visits, though, again, this question requests at least two answers. Considering the other options are not a measure of traffic volume, I’m willing to bet this questions has got itself a typo.

 


 

Q.47 Which of the following are examples of channels? Select all that apply.

  1. Audience
  2. Display
  3. Email
  4. Organic Search
  5. Conversion

 

ANSWER – 2, 3, & 4

Why?

The default system channel definitions reflect GA’s current view of what constitutes each channel in the Acquisition section’s Default Channel Grouping which may evolve as the market evolves. You cannot edit the system definitions, but you can use different dimensions to redefine a channel.

Direct

Source exactly matches Direct AND Medium exactly matches (not set) OR Medium exactly matches (none)

Organic Search

Medium exactly matches organic

Referral

Medium exactly matches referral

Email

Medium exactly matches email

Paid Search

Medium matches regex ^(cpc|ppc|paidsearch)$ AND Ad Distribution Network does not exactly match Content

Other Advertising

Medium matches regex ^(cpv|cpa|cpp|content-text)$

Social

Social Source Referral exactly matches Yes OR Medium matches regex ^(social|social-network|social-media|sm|social network|social media)$

Display

Medium matches regex ^(display|cpm|banner)$ OR Ad Distribution Network exactly matches Content AND Ad Format does not exactly match Text

 


 

Q.48 Your Multi-Channel Funnel reports have no data. What is the most likely reason?

  1. You haven’t implemented Goals or Ecommerce
  2. You haven’t set up Goal Funnels
  3. You are not using Content Experiments
  4. You are not using Google Tag Manager

 

ANSWER – 1

Why?

Google Analytics compiles conversion path data for any goal or ecommerce transaction you define.

 


 

Q.49 In order to set up ecommerce tracking, you need to _______. Select all that apply.

  1. add ecommerce tracking JavaScript to your receipt page or “transaction complete” page
  2. add an ecommerce campaign variable to your URLs
  3. enable ecommerce tracking in at least one of the views for a property
  4. have linked an AdWords account with your Google Analytics account

 

ANSWER – 1 & 3

Why?

Ecommerce tracking is available for both web and app properties but must first be enabled at the view level. And no Ecommerce data appears in your reports until you set up Ecommerce tracking. Implement ecommerce tracking once the user has completed the checkout process, such as the “Thank You” page.

 


 

Q.50 Generally, the recommended best practice is to set up one Google Tag Manager account

  1. for your company
  2. for every site you want to track
  3. for every person who will have access to Analytics
  4. for every Analytics view

 

ANSWER – 1

Why?

Set up one account per company. The company for which the tags will be managed should create the account in Google Tag Manager. For example, if an agency manages tags on behalf of an advertiser, the advertiser should create the Google Tag Manager account and then add the agency’s Google account as a user.

 


 

Q.51 Using filters, you can _____. Select all that apply.

  1. include data in a view
  2. change how the data looks in your reports
  3. exclude data from a view

 

ANSWER – 1, 2, & 3

Why?

Filters allow us to limit and modify the traffic data that is included in a view. For example, you can use filters to exclude traffic from particular IP addresses, focus on a specific subdomain or directory, or convert dynamic page URLs into readable text strings or text strings into all lowercase characters.

 


 

Q.52 True or False. The order in which filters appear in your view settings matters.

  1. True. Filters are executed in the order in which they appear.
  2. False. Filters are not necessarily executed in the order in which they appear.

 

ANSWER – 1

Why?

By default, view filters are applied to data in the order in which the filters were added. So, if there are existing filters for a view, your new filter is applied after them.

 


 

Q.53 You want to measure the percentage of sessions during which the user clicks a “product details” button. Which of the following would you need to do in order to see this information?

  1. set up a “product details” button in the ecommerce JavaScript
  2. track the button as a page view and look at the Events Overview
  3. track the button with an event and set up as an event goal
  4. enable the button as a KPI and set up a dashboard
  5. none of these options will work

 

ANSWER – 3

Why?

Add the required event call to the product details button with an event and set this up in Google Analytics as an event goal.

 


 

Q.54 You want to know whenever weekly revenue for your “spring sale” campaign increases or decreases by an unusual amount. Which of the following would be most useful?

  1. Secondary Dimensions
  2. Real-Time
  3. Intelligence
  4. Annotations

 

ANSWER – 3

Why?

Analytics monitors your website’s traffic to detect significant statistical variations, and then automatically generates alerts, or Intelligence Events, when those variations occur. There are pre-built automatic alerts and custom alerts that you can configure yourself in admin.

 


 

Q.55 You publish articles by many different authors on your site. You want to create a report that shows the total number of pageviews for each author. Which of the following features will allow you to add author information to Google Analytics?

  1. Annotations
  2. Custom Reports
  3. Data Import
  4. Segments
  5. Analytics Intelligence

 

ANSWER – 3

Why?

Data Importing (previously known as Dimension Widening) allows you to import any data to your reports that are not already captured in web hit data in Google Analytics.

 


 

Q.56 Which of the following are tracked by the Site Speed reports? Select all that apply.

  1. how quickly images load
  2. button click response time
  3. page-load time for a sample of pageviews on your site
  4. how quickly the browser parses a page and makes it available for user interaction

 

ANSWER – 1, 2, 3, & 4

Why?

The Site Speed reports measure three aspects of latency:

  • Page-load time for a sample of pageviews on your site. You can view the data across different dimensions to see how quickly your pages loaded from a variety of perspectives (e.g., in different browsers, in different countries). No additional configuration is required to see this data. Data is available in the Overview and Page Timings reports.
  • Execution speed or load time of any discrete hit, event, or user interaction that you want to track (e.g., how quickly images load, response time to button clicks). Data is available in the User Timings report.
  • How quickly the browser parses the document and makes it available for user interaction. No additional configuration is required to see this data. Data is available in the Page Timings report, on the DOM Timings sub-tabs.
Site Speed Reports

Site Speed Report Metrics

 


 

Q. 57 You currently have the Google Analytics code on your site, but you want to start managing it and other tags using Google Tag Manager. You create a Google Tag Manager container and add a Google Analytics tag to the container. Once you have added the container snippet to every page of your site, what do you do with the existing Google Analytics tracking code?

  1. make sure that the existing Google Analytics tracking code is placed after the opening <body> tag
  2. replace the account ID in the existing Google Analytics tracking code  with the container ID
  3. update the Google Analytics tracking code with analytics.js
  4. remove the existing Google Analytics tracking code from the site

 

ANSWER – 4

Why?

A container snippet is provided for each container. Copy and paste this snippet immediately after the openingtag on every page on the site. Be sure to remove tags (e.g. Google Analytics, AdWords Conversion Tracking, etc) from the site pages at the same time.

 


 

Q.58 To calculate ROI correctly, Google Analytics needs (select all that apply)

  1. Cost
  2. Margin
  3. Interest Rate
  4. Revenue
  5. Operating Cost

 

ANSWER – 1 & 4

Why?

ROI is the ratio of your net profit to your costs. It’s typically the most important measurement for an advertiser because it’s based on your specific advertising goals and shows the real effect your advertising efforts have on your business.

ROI is (Revenue – Cost of goods sold) / Cost of goods sold.

 


 

Q.59 It’s important to have a clear measurement strategy to guide your implementation strategy and your data analysis. Which of the following business objectives would be most relevant for content publishers?

  1. encourage engagement and frequent visitation
  2. collecting user information for sales teams to connect with potential leads
  3. selling products or services
  4. all these options are equally relevant as business objectives for content publishers

 

ANSWER – 1

Why?

For publishers, we’d be looking at engagement and visit frequency.

 


 

Q.60 Which of the following most accurately describes the concept of attribution in digital analytics?

  1. determining a traffic source
  2. determining a user’s device
  3. assigning credit for conversions
  4. calculating cost per click
  5. calculating ROI

 

ANSWER – 3

Why?

An attribution model is the rule, or set of rules, that determines how credit for sales and conversions is assigned to touchpoints in conversion paths.

 


 

Q.61 Which of the following suggests a poorly performing landing page?

  1. Bounce Rate < 90%
  2. %New Visits > 90%
  3. % New Visits < 90%
  4. Bounce Rate > 90%
  5. None of these answers

 

ANSWER – 4

Why?

From the above options, only Bounce Rate tell us anything about a page itself. And one with a Bounce Rate of over 90% is, generally, a poorly performing one indeed.

 


 

Q.62 Setting up goals allows you to see _____. Select all that apply.

  1. ecommerce revenue
  2. conversion paths
  3. a list of transactions
  4. conversion rates
  5. bounce rate

 

ANSWER – 2 & 4

Why?

Goal conversions are the primary metric for measuring how well your site fulfils business objectives – this is provided via the Goal Conversion Rate. Though, you must first define Goals in Google Analytics in order to track Goal conversions.

 


 

Q.63 Which of the following could be measured by defining a goal in Google Analytics? Select all that apply.

  1. the percentage of visits that result in a site registration
  2. the percentage of visits that contain only one page view
  3. conversion rate
  4. the percentage of visits during which visitors spent at least two minutes on the site

 

ANSWER – 4

Why?

 


 

Q.64 Person A and person B each visit your ecommerce site once. During her visit, person A buys one of your products. Then, before leaving the site, she makes another purchase. Person B buys nothing. What is your ecommerce conversion rate for these two visits?

  1. 200%
  2. 50%
  3. 33%
  4. 0%
  5. 100%

ANSWER – 5

  Why?

A site’s ecommerce conversion rate is defined as the total number of transaction divided by total visitors. So, the above scenario we have 2 visitors and 2 transactions – this makes 100%.


 

Q.65 Which of the following metrics shows the number of times your ads were displayed?

  1. Clicks
  2. CTR
  3. Visits
  4. Pageviews
  5. Impressions

ANSWER – 5

Why?

An impression is counted each time your ad is shown on a search result page or other site on the Google Network.

 


 

Q.66 Which of the following reports allows you to identify the terms visitors used to conduct searches within your site? Select all that apply.

  1. Affinity Categories
  2. Search Engine Optimisation report
  3. Keyword report
  4. Site Search report

ANSWER – 4

Why?

Five key ways you can use the data in your Google Analytics Site Search reports to understand user intent are:

  • How frequently do users use my search box and what are they looking for?
  • Where do searches begin and end?
  • Are users satisfied with what they find?
  • How do different groups of users search my site?
  • What business outcomes result from users searching my site?

 


 

Q.67 Which of the following would you use to exclude rows with fewer than 10 visits?

  1. table filter
  2. secondary dimension
  3. table sort
  4. pivot table
  5. primary dimension

 

ANSWER – 1

Why?

The table filter is the only option that applies in this case.

 


 

Q.68 Which of the following is true of ROI?

  1. If Cost is $5 and Revenue is $5, your ROI is 0%
  2. If Cost is $5 and Revenue is $5, your ROI is 20%
  3. If Cost is $5 and Revenue is $5, your ROI is 100%
  4. If Cost is $5 and Revenue is $5, your ROI is 50%
  5. None of these answers are true of ROI

 

ANSWER – 1

Why?

ROI is (Revenue – Cost of goods sold) / Cost of goods sold. Therefore, in the above case 5 – 5 / 0 = 0% ROI.

 


 

Q.69 Which of the following attribution models would be useful for evaluating ads and campaigns that are designed to create initial awareness about a brand?

  1. First Interaction model
  2. Last Interaction model
  3. Last Non-Direct Click model
  4. Linear model

 

ANSWER – 1 

Why?

Attribution Models

Attribution Models & The First Interaction Attribution Model

 


 

Q.70 Which campaign tracking variables are required in order to ensure accurate data shows for your campaigns in the “All Traffic” report? Select all that apply.

  1. utm_term
  2. utm_campaign
  3. utm_content
  4. utm_medium
  5. utm_source

 

ANSWER – 2, 4, & 5

  Why?

The Only Required Campaign Tracking Variable

The Only Required Campaign Tracking Variable

 


 

Q.71 Digital analytics is

  1. the analysis of quantitative data from your business
  2. a process of continual improvement of the online experience
  3. the analysis of qualitative data from your business
  4. the analysis of data from your business and the competition
  5. all of these answers are correct

ANSWER – 5

 


 

Q.72 Complete the definition of “digital analytics” by choosing the best option to fill in the blanks for the statement below.

“Digital analytics” is the analysis of qualitative and (a) ___________________ data from your business and the competition to drive a (b) ___________________ of the online experience that your (c) ___________________ and potential customers have which translates to your desired (d) ___________________.

  1. (a) numeric, (b) continual change, (c) customers, (d) audience
  2. (a) quantitative, (b) continual improvement, (c) customers, (d) outcomes
  3. (a) numeric, (b) continual improvement, (c) customers, (d) audience
  4. (a) quantitative, (b) continual change, (c) customers, (d) outcomes

ANSWER – 2 (a) quantitative, (b) continual improvement, (c) customers, (d) outcomes

 


 

Q.73 Which of the following should be the first step you complete during the analytics planning process?

  1. Implement Google Analytics
  2. Create your implementation plan
  3. Define your overall measurement plan and business objectives
  4. Maintain and refine your plans
  5. Document your technical infrastructure

ANSWER – 2 

Define your overall measurement plan and business objectives

 


 

Q.74 The demographics and interest category information in Google Analytics comes from

  1. a) the DoubleClick third-party cookie
  2. b) Google Tag Manager
  3. c) survey data filled out by users
  4. d) Information that you upload from your CRM
  5. e) The AdWords first-party cookie

ANSWER – 1

the DoubleClick third-party cookie

 


 

Q.75 When do Google Analytics Terms of Service permit sending personally identifying information (PII) to Google?

  1. a) when encrypted
  2. b) in custom campaigns only
  3. c) never

ANSWER – 3

never

 


 

Q.76 Which of the following would you use to set up a custom alert?

  1. a) Intelligence
  2. b) Real-Time
  3. c) Conversions
  4. d) Content

ANSWER – 1

Intelligence

 


 

Q.77 Once your Google Analytics data has been processed, it can not be changed.

  1. a) True
  2. b) False

ANSWER – 1

True

 


 

Q.78 When Google Analytics processes data, one of the main tasks it completes is organizing hits into:

  1. a) users and sessions
  2. b) cohorts and interactions
  3. c) registered users and browsers
  4. d) purchasers and browsers

a) users and sessions

 


 

Q.79 A session in Google Analytics consists of:

  1. a) The reports generated by users over a specific period of time
  2. b) Interactions or hits from a specific user for all time
  3. c) Interactions or hits from a specific user over a defined period of time
  4. d) A group of users getting together in person to discuss analytics

c) Interactions or hits from a specific user over a defined period of time

 


 

Q.80 By default, an Analytics session ends when inactive for:

  1. a) 15 minutes
  2. b) 30 minutes
  3. c) 45 minutes
  4. d) 60 minutes

b) 30 minutes

 


 

Q.81 Which of the following would you use to exclude rows with fewer than 10 visits?

  1. a) table sort
  2. b) primary dimension
  3. c) secondary dimension
  4. d) table filter
  5. e) pivot table

d) table filter

 


 

Q.82 In which of the following circumstances would you want to increase the default sessions timeout length in Google Analytics?

  1. a) The games on your site are highly interactive.
  2. b) A typical session on your site involves filling out at least 3 forms.
  3. c) The default session timeout length is set dynamically by Google Analytics and you cannot change it.
  4. d) The average length of videos on your site is 35 minutes.
  5. e) The average article on your site takes 4 minutes to read.

d) The average length of videos on your site is 35 minutes.

 


 

Q.83 Which are the four main parts of the Google Analytics platform?

  1. a) Configuration, Prozessing, Reporting, and Recollection
  2. b) Configuration, Collection, Progressing, and Reporting
  3. c) Collection, Configuration, Processing, and Reporting
  4. d) Collection, Processing, Continuation, and Reporting

c) Collection, Configuration, Processing, and Reporting

 


 

Q.84 Which of the following are considered the four main components of how the Google Analytics system works? Select four correct answers.

  1. a) reporting
  2. b) replication
  3. c) collection
  4. d) configuration
  5. e) calculation
  6. f) analysis
  7. g) certification
  8. h) processing

a), c), d), h)

 


 

Q.85 Which of the following is a session level interaction?

  1. a) Ecommerce transaction
  2. b) none of these answers is correct
  3. c) social interaction
  4. d) pageview
  5. e) event

a), c), d), e)

 


 

Q.86 Which of the following are “hit” types tracked by Google Analytics?

  1. a) pageviews
  2. b) events
  3. c) all of these answers are correct
  4. d) transactions

Answer – 3

 


 

Q.87 Which of the following are “hit” types tracked by Google Analytics?

(select all that apply)

  1. a)Pageviews
  2. b) Reservations
  3. c) Events
  4. d) Transactions

a), c), d)

 


 

Q.88 During data Processing, Google Analytics:

  1. a) transforms the raw data from Collection using the Configuration settings
  2. b) collects the data from Analytics tracking code added to a website, mobile application or other digital environment
  3. c) lets you access and analyze your data using the Reporting interface
  4. d) lets you adjust Configuration settings before data is collected
  5. a) transforms the raw data from Collection using the Configuration settings

 


 

Q.89 You can adjust sample size in Google Analytics by

  1. a) adjusting a control in the reporting interface
  2. b) adjusting the session timeout control
  3. c) adding a segment to your report
  4. d) any of these actions will adjust the sample size
  5. a) adjusting a control in the reporting interface

 


 

Q.90 What is the hierarchy of the Google Analytics data model?

  1. a) User > Session > Interactions
  2. b) Sessions > Visitors > Interactions
  3. c) Sessions > Users > Interactions
  4. d) Interactions > Users > Sessions
  5. a) User > Session > Interactions

 


 

Q.91 Which of the following could you use to set targets for your measurement plan? Check all that apply.

  1. a) Your historical site performance
  2. b) Third-party industry benchmark data
  3. c) Internal expectations from your business leadership
  4. d) A random guess

a), b), c)

 


 

Q.92 True or False. The date range set for a Dashboard doesn’t apply to Real-Time widgets since they only show data for current active users, not historical data.

  1. a) True
  2. b) False
  3. a) True

 


 

Q.93 During aggregation, Google Analytics:

  1. a) exports the collected data into a Google Spreadsheet
  2. b) organizes the collected data into pivot tables
  3. c) organizes the collected data within database tables
  4. d) samples the data immediately

c) organizes the collected data within database tables

 


 

Q.94 Which of the following are configurations that permanently modify your data during the processing stage?

(select all that apply)

  1. a) Channel Groups
  2. b) Content Groups
  3. c) Custom Reports
  4. d) Filters
  5. e) Goals
  6. f) Javascript Customization

a), b), d), e)

 


 

Q.95 The process Google Analytics uses to retrieve data from large, complex data sets faster is called:

  1. a) retrieval
  2. b) expediency
  3. c) sampling
  4. d) configuration

c) sampling

 


 

Q.96 You should include Google Analytics tracking code on every page of a website you want to track.

  1. a) True
  2. b) False

a) True

 


 

Q.97 True or False: To collect mobile application data with Google Analytics, you should implement the exact same code you use for your website tracking.

  1. a) True
  2. b) False

b) False

 


 

Q.98 The code snippet for tracking websites with Google Analytics is written in:

  1. a) AJAX
  2. b) Flash
  3. c) JavaScript
  4. d) PHP

c) JavaScript

 


 

Q.99 Which of the following platforms is Google Analytics capable of tracking? Check all that apply.

  1. a) User activity on a website
  2. b) User activity on a mobile website
  3. c) User activity on a mobile application
  4. d) User activity on a gaming console
  5. e) User activity on any digitally connected device

a), b), c), d), e)

 


 

Q.100 Which of the following would you use to send data from a website to Google Analytics?

  1. a) Campaign Tracking paramenter
  2. b) JavaScript tracking code
  3. c) none of these would be appropriate
  4. d) Google Analytics mobile SDK

b) JavaScript tracking code

 


 

Q.101 Which of the following would you use to send data from a web connected point-of-sale system to Google Analytics?

  1. a) Measurement Protocol
  2. b) any of these would be appropriate
  3. c) Campaign Tracking parameter
  4. d) JavaScript tracking code
  5. e) Google Analytics mobile SDK

a) Measurement Protocol

 


 

Q.102 It is recommended that you place the Google Analytics javascript tracking code:

  1. a) just after the opening <head> tag
  2. b) just before the closing </head> tag
  3. c) just after the opening <footer> tag
  4. d) just before the closing </footer> tag

b) just before the closing </head> tag

 


 

Q.103 The tracking code in Google Analytics:

(select all that apply)

  1. a) connects data to your specific Google Analytics account
  2. b) sends data back to your Google Analytics account for reporting
  3. c) tracks changes in your AdWords account
  4. d) identifies new and returning users

a). b), d)

 


 

Q.104 The same type of Google Analytics tracking code should be used for both a website and a mobile app.

  1. a) True
  2. b) False

b) False

 


 

Q.105 In order to distinguish between users on web pages, Google Analytics:

  1. a) uses the IP address of a device that accesses the site
  2. b) uses the city, state and country of a visitor that access the site
  3. c) creates anonymous unique identifiers using third-party cookies
  4. d) creates anonymous unique identifiers using first-party cookies

d) creates anonymous unique identifiers using first-party cookies

 


 

Q.106 Third-party data may be joined with the Google Analytics data collected via the tracking code.

  1. a) True
  2. b) False

a) True

 


 

Q.107 How is Google Analytics able to determine if a group of website interactions are all from the same user device?

  1. a) By detecting what city, operating system and browser the hits come from
  2. b) By setting a unique ID for the device that is attached to each hit
  3. c) By grouping together all hits that are collected within a 30 minute time period
  4. d) Google Analytics is not able to detect if a group of interactions are from the same user device

b) By setting a unique ID for the device that is attached to each hit

 


 

Q.108 Rather than using the random numbers that the tracking code creates, you can override the unique ID with your own number.

  1. a) True
  2. b) False

a) True

 


 

Q.109 Which of the following best represents the hierarchical structure of a Google Analytics account from top to bottom?

  1. a) View → Account → Property
  2. b) Property → Account → View
  3. c) Account → View → Property
  4. d) Account → Property → View

d) Account → Property → View

 


 

Q.110 Which of the following statements are true?

Check all that apply.

  1. a) If you make a mistake with a configuration setting on a view, you can always reprocess the data to fix it.
  2. b) To view data from two websites in aggregate using Google Analytics, you must use the same tracking ID on both sites.
  3. c) Once a view is deleted it can be restored using the trash can feature.
  4. d) When a new view is created, it will show the historical data from the first view you created for the property.

b) +c)

 


 

Q.111 Filters can modify the data in your Google Analytics reports by:

(select all that apply)

  1. a) including data
  2. b) excluding data
  3. c) exporting data
  4. d) changing how data looks in reports

a), b), d)

 


 

Q.112 Which of the following would you use to show two date ranges on the same graph?

  1. a) secondary dimension
  2. b) motion chart
  3. c) plot rows
  4. d) pivot table
  5. e) date comparison

e) date comparison

 


 

Q.113 Which of the following reporting tools would you use to show two rows of data on the same graph?

  1. a) Date comparison
  2. b) Table filter
  3. c) Table sort
  4. d) Plot rows
  5. e) Primary dimension
  6. f) Secondary dimension
  7. g) Pie chart
  8. h) Pivot table

d) Plot rows

 


 

Q.114 Which of the following Audience reports would you use to see how often users return to your site?

  1. a) Location reports
  2. b) Language
  3. c) Frequency & Recency reports
  4. d) New vs. Returning reports
  5. e) Engagement reports
  6. f) Browser & OS reports
  7. g) Mobile reports

c) Frequency & Recency reports

 


 

Q.115 The URL for the homepage of your site is example.com/index. You would like this to appear as “/home” in your Pages report. How can this be achieved?

  1. a) Use a Search and Replace custom filter on the Request URI field where Search Strings is “/index” and Replace String is “/home”
  2. b) Use a Search and Replace custom filter on the Request URI field where Search String is “www.example.com/index” and Replace String is “www.example.com/home”

a) Use a Search and Replace custom filter on the Request URI field where Search Strings is “/index” and Replace String is “/home”

 


 

Q.116 To see the bounce rate of a specific medium in an Acquisitions report:

Check all that apply.

  1. a) Change the primary dimension in the Channels report to “Medium” and view the Bounce Rate metric
  2. b) Change the primary dimension in the Source/Medium report to “Medium” and view the Bounce Rate metric
  3. c) Change the primary dimension in the Referrals report to “Medium” and view the Bounce Rate metric
  4. d) You cannot see this information in any Acquisitions reports.
  5. a) + b)

 


 

Q.117 Which of the following types of traffic will show in the “Campaigns” report?

Check all that apply

  1. a) Visits from Google AdWords campaigns that have autotagging enabled
  2. b) Visits from Google AdWords campaigns that have autotagging disabled and no manual campaign tagging
  3. c) Visits from all links tagged with the parameter utm_medium=cpc
  4. d) Visits from all links tagged with the utm_campaign parameter
  5. a) + d)

 


 

Q.118 Which of the following reports allows you to identify the terms visitors use to conduct searches within your site?

Select all that apply.

  1. a) Keyword report
  2. b) Affinity Categories
  3. c) Search Engine Optimization report
  4. d) Site Search report

d) Site Search report

 


 

Q.119 The Site Search reports show:

  1. a) how users search your site
  2. b) traffic coming from search engines
  3. c) traffic coming from Google organic search
  4. d) traffic coming from Google paid search

a) how users search your site

 


 

Q.120 Which of the following Audience reports would you use to see how your site performance differs between desktop, smartphone and tablet users?

  1. a) Location reports
  2. b) Language
  3. c) Frequency & Recency reports
  4. d) New vs. Returning reports
  5. e) Engagement reports
  6. f) Browser & OS reports
  7. g) Mobile reports

g) Mobile reports

 


 

Q.121 You are interested in identifying the most popular content on your site. Which of the following sections will have this report information by default?

  1. a) Search
  2. b) Acquisition
  3. c) Audience
  4. d) Conversion
  5. e) Behavior

e) Behavior

 


 

Q.122 Which of the following reporting tools would you use to exclude any rows of a report with fewer than 50 visits?

  1. a) Date comparison
  2. b) Table filter
  3. c) Table sort
  4. d) Plot rows
  5. e) Primary dimension
  6. f) Secondary dimension
  7. g) Pie chart
  8. h) Pivot table

Table filter

 


 

Q.123 Which of the following Audience reports would you use to determine whether first-time site visitors or repeat site visitors spend more time on your site on average?

  1. a) Location reports
  2. b) Language
  3. c) Frequency & Recency reports
  4. d) New vs. Returning reports
  5. e) Engagement reports
  6. f) Browser & OS reports
  7. g) Mobile reports

d) New vs. Returning reports

 


 

Q.124 True or False. It is possible to customize the default channels in the Channels report and create your own custom channels from scratch.

  1. a) True
  2. b) False

a) True

 


 

Q.125 Which of the following Behavior reports would you use to identify the pages of your site that have the highest bounce rate as the first page of a user’s session?

  1. a) All Pages
  2. b) Content Drilldown
  3. c) Landing Pages
  4. d) Exit Pages
  5. e) Site Speed
  6. f) Site Search
  7. g) Events

c) Landing Pages

 


 

Q.126 Which of the following Behavior reports could you use to find new keyword ideas for your search advertising campaigns?

  1. a) All Pages
  2. b) Content Drilldown
  3. c) Landing Pages
  4. d) Exit Pages
  5. e) Site Speed
  6. f) Site Search
  7. g) Events

f) Site Search

 


 

Q.127 Which of the following are required to create a Custom Report?

Check all that apply.

  1. a) A report title must be entered
  2. b) Multiple report tabs must be created
  3. c) Multiple metric groups must be created
  4. d) At least one metric must be added
  5. e) At least one dimension must be added
  6. f) A report filter must be applied

a), d), e)

 


 

Q.128 True or False. Custom Reports will only display data for the date range selected at the time the report is created.

  1. a) True
  2. b) False

b) False

 


 

Q.129 You can retrieve Google Analytics reporting data through the following methods:

(select all that apply)

  1. a) the account administration settings
  2. b) the reporting interface
  3. c) the SDKs
  4. d) an API

b), d)

 


 

Q.130 The reporting APIs can be used to:

(select all that apply)

  1. a) automate complex reporting tasks
  2. b) automate your tracking code customizations
  3. c) retrieve Google Analytics data for use in your own applications
  4. d) build your own dashboard with Google Analytics data

a), c), d)

 


 

Q.131 Each query sent to the Reporting API must specify:

(select all that apply)

  1. a) the start and end dates
  2. b) the name of the standard report you wish to use
  3. c) which metrics to display
  4. d) the ID of the account view that the data should be retrieved from

a), c), d)

 


 

Q.132 If the data for a report you request is stored in a standard aggregate table, it will never be sampled in Google Analytics.

  1. a) True
  2. b) False

a) True

 


 

Q.133 If you decrease the sample size for a report, more sessions will be used to calculate the report and it will take longer to generate.

  1. a) True
  2. b) False

b) False

 


 

Q.134 You can adjust the sample size by:

(select all that apply)

  1. a) adding a segment to your report
  2. b) adjusting the session timeout control
  3. c) adjusting a control in the reporting interface
  4. d) specifying the sample size when querying the API

c), d)

 


 

Q.135 Which of the following is a valid tagged custom campaign? Select all that apply.

  1. a) www.example.com?utm_medium=email&utm_source=newsletter1&utm_campaign=spring
  2. b) www.example.com?utm_medium=referral&utm_source=example&utm_campaign=winter
  3. c) www.example.com?utm_medium=cpc&utm_source=mysearch&utm_campaign=spring&utm_term=backpacks
  4. d) www.example.com?utm_campaign=fall&utm_medium=email&utm_source=newsletter1&utm_content=a1

a), b), c), d)

 


 

Q.136 Which is the recommended parameter for identifying different versions of an ad?

  1. a) utm_ad
  2. b) utm_medium
  3. c) utm_creative
  4. d) utm_content

d) utm_content

 


 

Q.137 Which of the following traffic mediums are automatically tracked by Google Analytics without extra tagging or account linking? Check all that apply.

  1. a) search
  2. b) referral
  3. c) cpc
  4. d) organic
  5. e) email
  6. f) display
  7. g) ppc
  8. i) (none), when the traffic source is “direct”

b), d), i)

 


 

Q.138 Which campaign tracking variables should you always use when manually tagging a URL?

  1. a) utm_content, utm_campaign
  2. b) utm_source, utm_medium, utm_campaign
  3. c) utm_source, utm_content
  4. d) utm_campaign, utm_adgroup, utm_term

b) utm_source, utm_medium, utm_campaign

 


 

Q.139 Which of the following should you manually tag with campaign tracking variables? Check all that apply.

  1. a) Banner ads
  2. b) AdWords campaigns
  3. c) Referrals
  4. d) Organic search traffic
  5. e) Non-AdWords CPC campaigns
  6. f) Email campaigns

a), e), f)

 


 

Q.140 Which of the following Channels is part of the Default Channel Grouping? Select all that apply.

  1. a) Display
  2. b) Direct
  3. c) Social
  4. d) Organic

a), b), c), d)

 


 

Q.141 Which of the following could be measured by defining a goal in Google Analytics? Check all that apply.

  1. a) The percentage of sessions that result in a site registration
  2. b) The percentage of sessions that are unique
  3. c) The percentage of sessions which contain three or more pageviews
  4. d) The percentage of sessions during which users spend at least 2 minutes on the site

a), c), d)

 


 

Q.142 When configuring a goal, why is it useful to assign a goal value?

  1. a) To determine the conversion rate
  2. b) To calculate ecommerce metrics
  3. c) To determine the popularity of each of your pages
  4. d) To attribute monetary value to non-ecommerce conversions

d) To attribute monetary value to non-ecommerce conversions

 


 

Q.143 Create a goal in the “Master Profile” for the website to match the following pages:

www.mysite.com/thankyou/shoes

www.mysite.com/thankyou/shirt

www.mysite.com/thankyou

What match type and URI pattern did you use to create the goal in your account?

  1. a) Match type: Equals to; URI pattern: /thankyou
  2. b) Match type: Begins with; URI pattern: /thankyou
  3. c) Match type: Equals to; URI pattern: www.mysite.com/thankyou
  4. d) Match type: Begins with; URI pattern: www.mysite.com/thankyou

b) Match type: Begins with; URI pattern: /thankyou

 


 

Q.144 Which of the following would prevent URL destination goal conversions from being recorded? Select all that apply.

  1. a) There was a misspelling in the URL of the goal definition
  2. b) The tracking code is missing from the conversion page
  3. c) The match type in the goal definition is incorrect
  4. d) No URL destination goals have been defined

a), b), c), d)

 


 

Q.145 Which of these best defines a Destination goal in Google Analytics?

  1. a) A website page viewed by the user once they have completed a desired action
  2. b) A KPI
  3. c) A page that has given you revenue
  4. d) The most popular page on your site

a) A website page viewed by the user once they have completed a desired action

 


 

Q.146 You define a Destination goal by:

  1. a) Adding the e-commerce code to the goal page
  2. b) Adding the conversion ID to the tracking code on the goal page
  3. c) Dragging the goal page onto a Standard Report
  4. d) Specifying the conversion page in your view settings within Google Analytics

d) Specifying the conversion page in your view settings within Google Analytics

 


 

Q.147 Which of the following are required in order to see data for each page of a three-page conversion process in the Goal Flow report?

Check all that apply.

  1. a) You must have Ecommerce reporting implemented.
  2. b) You must set up a Goal for the conversion.
  3. c) You must set up each of the three pages as a funnel step in the Goal settings.
  4. d) None of the above. Goal Flow reports are automatically populated with data about your conversion processes.

b), c)

 


 

Q.148 Google Analytics Goals let you specify:

  1. a) which users are likely to convert
  2. b) which interactions should be used to calculate conversions
  3. c) which users spend the most time on your home page
  4. d) which page or screen is the first of a user’s visit

b) which interactions should be used to calculate conversions

 


 

Q.149 Your ecommerce site sells colorful wrist watches that visitors can customize using a tool online. Which of the following represent(s) a micro conversion for your site?

  1. a) an offline sale
  2. b) an online sale
  3. c) a view of the home page
  4. d) All of these are mirco conversions for this site.
  5. e) Use of the “customize your watch” tool

e) Use of the “customize your watch” tool

 


 

Q.150 You run a heavy-machinery business and use your website to generate sales leads for high-priced items. Which of the following actions below would you consider the main “macro conversion” for your site?

  1. a) A potential customer visits a lead form, but doesn’t fill it out or submit it.
  2. b) A potential customer fills out and submits a lead form.
  3. c) A potential customer downloads a spec sheet for one of your machines.
  4. d) A potential customer signs up for your weekly newsletter.
  5. e) A potential customer joins your social media community.

b) A potential customer fills out and submits a lead form.

 


 

Q.151 Person A and person B each visits your commerce site once. During her visit, person A buys one of your products. Then, before leaving the site, she makes another purchase. Person B buys nothing. What is your ecommerce conversion rate for these two visits?

  1. a) 0%
  2. b) 100%
  3. c) 50%
  4. d) 33%
  5. e) 200%

b) 100%

The ecommerce conversion rate is calculated like this: number of transactions / visits = 2/2 = 1 = 100%

 


 

Q.152 Which of the following should you NOT collect with the Google Analytics ecommerce JavaScript? Select all that apply.

  1. a) tax amount
  2. b) credit card number
  3. c) billing city
  4. d) purchase amount
  5. e) product SKU(s)

b) credit card number

 


 

Q.153 Which of the following questions could you answer with the Ecommerce reports?

Check all that apply.

  1. a) Which product category brings in the most revenue for my business?
  2. b) What are the ten most frequently purchased products on my site?
  3. c) What products did a visitor purchase together in the same transaction?
  4. d) What is the average order value of the transactions placed on my site?

a), b), c), d)

 


 

Q.154 If a paid keyword has an Assisted/Last Click or Direct Conversion value of .5, which of the following is true?

  1. a) The keyword played an assist role in exactly one conversion
  2. b) The keyword played an assist role in exactly five conversions
  3. c) The keyword played an assist role less often than it played a last click role
  4. d) none of these answers

c) The keyword played an assist role less often than it played a last click role

In this example the value is 0.5. That means for example 5 assists and 10 last click or direct conversions = 5/10 = 0,5. If the value would be about 1, the paid keyword played equally an assisted and completed role. If the value would be greater than 1, the keyword played an assisted role.

 


 

Q.155 Which of the following AdWords reports would you use to investigate whether you should modify your bidding during certain hours of the day to optimize conversions?

  1. a) Campaigns
  2. b) Keywords
  3. c) Search Queries
  4. d) Time of Day
  5. e) Destination URLs

d) Time of Day

 


 

Q.156 Which of the following metrics would allow you to assess AdWords campaign profitability? (Select all that apply)

  1. a) Revenue per Click
  2. b) CTR
  3. c) ROI
  4. d) Margin
  5. e) CPM

c) ROI

 


 

Q.157 Which of the following are possible ways to view the dimension “Ad Content” in your Google Analytics AdWords reports?

Check all that apply.

  1. a) Switch the primary dimension in the AdWords Campaigns report to “Ad Content”
  2. b) Switch the primary dimension in the AdWords Keywords report to “Ad Content”
  3. c) Add “Ad Content” to the Campaigns report as a secondary dimension

b) + c)

 


 

Q.158 Which of the following Google Analytics dimensions are only available for AdWords traffic?

Check all that apply.

  1. a) Medium
  2. b) Matched Search Query
  3. c) Query Match Type
  4. d) Placement Domain
  5. e) Source
  6. f) Campaign

b), c), d)

 


 

Q.159 You’ve noticed that many users visit your site several times before converting and you want to understand in more detail how they arrive at your site. Which of the following metrics would be most helpful in showing you whether a keyword is part of a conversion path?

  1. a) Visits
  2. b) Assisted Conversions
  3. c) Bounce Rate
  4. d) Impressions
  5. e) Clicks

b) Assisted Conversions

 


 

Q.160 What is Bounce Rate?

  1. a) the percentage of visits when a visitor viewed only one page and then exited without a second interaction on the site
  2. b) the percentage of times unique visitors returned to your website in a given time period
  3. c) the percentage of sessions for which a visitor exits from your homepage
  4. d) the percentage of site exits

a) the percentage of visits when a visitor viewed only one page and then exited without a second interaction on the site

 


 

Q.161 Why might a site have a high Bounce Rate? Check all that apply.

  1. a) The landing page of the site has extra Event Tracking implemented to track additional actions besides pageviews.
  2. b) The ads that bring the users to the site set different expectations than the landing page.
  3. c) The site only has one page (e.g. a simple blog).
  4. d) The page that your users typically land on doesn’t have enough information or a good call-to-action.

b), c), d)

 


 

Q.162 True or False. In order to see data in the Multi-Channel Funnels reports you must first implement Goals or Ecommerce.

  1. a) True
  2. b) False

a) True

 


 

Q.163 Which of the following Multi-Channel Funnels reports would you use to see the most common sequences of marketing touch points that lead to conversions on your site or app?

  1. a) Assisted Conversions
  2. b) Top Conversion Paths
  3. c) Time Lag
  4. d) Path Length

b) Top Conversion Paths

 


 

Q.164 You’ve found that most of your customers initially learned about your brand via a display ad. Which of the following attribution models will give credit to display ads that introduced customers to your brand? Select all that apply.

  1. a) First Interaction attribution model
  2. b) Last Non-Direct Click attribution model
  3. c) Linear attribution model
  4. d) Position Based attribution model
  5. e) Last Click attribution model

a), c), d)

 


 

Q.165 Channel X has an Assisted/Last Interaction Conversion value of exactly 1. Which of the following is true?

  1. a) Channel X equally initiates and assists conversions
  2. b) Channel X always initiates conversions
  3. c) Channel X is always the last click before conversion
  4. d) None of these is true

d) None of these is true

The correct answer would be Channel X equally assists and completes conversions.

 


 

Q.166 A customer visits your site four times in a month before making a $100 purchase on your site. She first comes to your site by clicking on a search ad, then a social media ad, then another search ad, and finally a display ad. If you’re using a linear attribution model, how much conversion credit could be assigned to the last display ad?

  1. a) $0
  2. b) $25
  3. c) $50
  4. d) $100

b) $25

 


 

Q.167 Which of the following Behavior metrics shows the number of sessions that included a view of a page?

  1. a) Visits
  2. b) Unique Pageviews
  3. c) Pageviews
  4. d) Bounce rate
  5. e) Unique Visits

a) Visits

 


 

Q.168 Which of the following are valid scopes for dimensions?

  1. a) user level, campaign level, session level, hit level
  2. b) campaign level, session level, hit level
  3. c) session level, hit level
  4. d) none of these answers is correct
  5. e) user level, session level, hit level

e) user level, session level, hit level

 


 

Q.169 You want to explore traffic metrics by gender and age. Which of the following sections in Analytics will be most useful?

  1. a) Behavior
  2. b) Conversion
  3. c) Admin
  4. d) Audience
  5. e) Acquisition

d) Audience

 


 

Q.170 Which of the following reporting dimensions would be useful to reference if you were rebuilding a website?

  1. a) Browser
  2. b) Screen Colors
  3. c) Language
  4. d) All of these dimensions
  5. e) None of these dimensions

d) All of these dimensions

 


 

Q.171 Which of the following are dimensions?

  1. a) Conversion Rate
  2. b) Page Title
  3. c) % New Sessions
  4. d) Country

b), d)

 


 

Q.172 The following are examples of dimensions:

(select all that apply)

  1. a) Traffic source
  2. b) Page name
  3. c) Country
  4. d) Unique visitors

a), b), c)

 


 

Q.173 Your business objective is to maximize the number of sales through your website. Which of the following metrics would most directly help you measure performance against this objective?

  1. a) Ecommerce Conversion Rate
  2. b) Bounce Rate
  3. c) Pages/Visit
  4. d) Visits
  5. e) Page Value

a) Ecommerce Conversion Rate

 


 

Q.174 You want to see conversion rates for Windows visits coming from London. Which of the following dimensions would you need to select?

  1. a) City, and Goal Conversion Rate as a secondary dimension
  2. b) Operating System, and City as a secondary dimension
  3. c) Goal Conversion Rate, and City as a secondary dimension
  4. d) any one of these options

b) Operating System, and City as a secondary dimension

 


 

Q.175 Which of the following reporting tools would you use to show the dimension “city” next to the dimension “source” in a report?

  1. a) Date comparison
  2. b) Table filter
  3. c) Table sort
  4. d) Plot rows
  5. e) Primary dimension
  6. f) Secondary dimension
  7. g) Pie chart
  8. h) Pivot table

f) Secondary dimension

 


 

Q.176 Which of the following metrics would be most useful in measuring how many conversions were initiated by Paid Search?

  1. a) Assisted Conversion Value
  2. b) First Interaction (Click) Conversions
  3. c) Conversion Rate
  4. d) None of these metrics

b) First Interaction (Click) Conversions

 


 

Q.177 The following are examples of metrics:

(select all that apply)

  1. a) Unique visitors
  2. b) Page name
  3. c) Average visit duration
  4. d) Traffic source

a), c)

 


 

Q.178 Which of the following would be most useful for optimizing landing pages?

  1. a) Unique Visits
  2. b) Unique Pageviews
  3. c) Visits
  4. d) Pageviews
  5. e) Bounce Rate

e) Bounce Rate

 


 

Q.179 Every metric may be combined with every dimension in Google Analytics.

  1. a) True
  2. b) False

b) False

 


 

Q.180 You want to create a report comparing the performance of pages on your site and decide to use the following dimensions and metrics: Page Title, Avg. Visit Duration, Goal 1 Conversion Rate. Which of the following statements is true about this report?

  1. a) Google Analytics will allow you to create this report, and the report makes sense since you chose to combine hit-level metrics with the hit-level dimension Page Title.
  2. b) Google Analytics will allow you to create this report, but the report does not make sense since you chose to combine session-level metrics with the hit-level dimension Page Title.
  3. c) Google Analytics will not allow you to create this report.

b) Google Analytics will allow you to create this report, but the report does not make sense since you chose to combine session-level metrics with the hit-level dimension Page Title.

 


 

Q.181 Which of the following are true about segmentation? Select all that apply.

  1. a) Segmentation can help you find the underlying causes of changes to your aggregate data.
  2. b) Segmentation allows you to isolate and analyze subsets of your data.
  3. c) Segmentation should generally not be used without Real-Time reporting.
  4. d) Segmentation is a technique that should only be used by experienced analysts.

a) + b)

 


 

Q.182 Which of the following are true about segmentation? Check all that apply.

  1. a) Segmentation allows you to combine data from multiple web properties in your reports.
  2. b) Segmentation allows you to isolate and analyze subsets of your data.
  3. c) Segmentation is a technique that should only be used by experienced analysts.
  4. d) Segmentation can help you find the underlying causes of changes to your aggregate data.

b) + d)

 


 

Q.183 You want to measure the percentage of sessions during which the user clicks a “product detail” button. Which of the following would you need to do in order to see this information?

  1. a) Track the button as a page view and look at the Events Overview
  2. b) Track the button with an event and set up an event goal
  3. c) Enable the button as a KPI and set up a dashboard
  4. d) Set up a “product details” button in the ecommerce JavaScript
  5. e) None of these options will work

b) Track the button with an event and set up an event goal

 


 

Q.184 In order to see data in the Events reports, which of the following must you do in addition to implementing the standard Google Analytics tracking code on your site?

  1. a) Set up Event Tracking on the Account settings page and specify which types of events you want to track
  2. b) Set up Event Tracking on the Property settings page and specify which types of events you want to track
  3. c) Add additional Event Tracking code to each action on your site that you want Google Analytics to track as an event
  4. d) None of the above. Events are automatically tracked with the standard Google Analytics tracking code.

c) Add additional Event Tracking code to each action on your site that you want Google Analytics to track as an event

 


 

Q.185 Which of the following is an example of adding internal context to your data?

Choose one.

  1. a) Using third-party data for your competition to set targets for your own site performance.
  2. b) Using a monthly visits benchmark from your industry as a whole to set targets for your own site performance.
  3. c) Using your site’s historical monthly visits data to set a future monthly visits target.

c) Using your site’s historical monthly visits data to set a future monthly visits target.

 


 

Q.186 The measurement protocol can collect and send user activity data to Google Analytics from any web-connected device, such as a ticket kiosk.

  1. a) True
  2. b) False

a) True

 


 

Q.187 Similar to the JavaScript and mobile SDKs, you’ll need to include a tracking ID with each hit collected by the Measurement Protocol.

  1. a) True
  2. b) False

a) True

 


 

Q.188 How can you add data to Google Analytics from other sources? (select all that apply)

  1. a) Link your AdWords account to Google Analytics to import advertising data
  2. b) Use Cost Data Upload to import click and cost data from non-AdWords campaigns
  3. c) Import a .csv file into Google Analytics to attach new dimensions to existing dimensions
  4. d) Upload data to Google Spreadsheets and automatically sync it with your Google Analytics account

a), b), c)

 


 

Q.189 To add external data to Google Analytics using the Data Import feature, you must have:

  1. a) a key that links the imported data with Google Analytics
  2. b) a key that links the imported data with your AdWords account
  3. c) an SDK that links the imported data with Google Analytics
  4. d) an API that links the imported data with your AdWords account

a) a key that links the imported data with Google Analytics

 


 

Q.190 What are the two methods of importing external data into Google Analytics using Dimension Widening?

(select all that apply)

  1. a) Linking to Google Spreadsheets
  2. b) Using the Mobile SDKs
  3. c) Using the API
  4. d) Uploading a spreadsheet or CSV file

c), d)

 


 

Q.191 For mobile applications, Google Analytics will use the same Javascript tracking code as websites.

  1. a) True
  2. b) False

b) False

 


 

Q.192 Google Analytics stores mobile app usage data locally on the device and sends it to the Analytics account later using a batch process called:

  1. a) resending
  2. b) rerouting
  3. c) dispatching
  4. d) displacing

c) dispatching

 


 

Q.193 If an app gets uninstalled and then reinstalled, Google Analytics will have to create a new unique identifier on the device instead of matching the session as coming from a returning user.

  1. a) True
  2. b) False

a) True

 


 

Q.194 How can Google Tag Manager help you manage your website?

  1. a) Simplify and speed up tag deployment
  2. b) Specify when tags should fire
  3. c) Manage different versions of tags
  4. d) Increase website performance
  5. e) Increase audience reach

a), b), c), d)

 


 

Q.195 Google Tag Manager can only be used with Google tags

  1. a) True
  2. b) False

b) False

 


 

Q.196 When creating a tag implementation plan, what are the recommended guidelines?

  1. a) Determine which existing tags can be moved into Tag Manager
  2. b) Decide what static and dynamic values you’ll want to pass from your website
  3. c) Determine which events (or actions) you’ll use as triggers
  4. d) Choose which tags can get you the data you need

a), b), c), d)

 


 

Q.197 If you wish to track metrics and dimensions in Google Analytics, which of these tags could you use?

  1. a) AdWords Conversion Tracking tag
  2. b) AdWords Remarketing tag
  3. c) Google Analytics Pageview tag
  4. d) DoubleClick Floodlight counter tag

c) Google Analytics Pageview tag

 


 

Q.198 What is stored in a Tag Manager container?

  1. a) A grouping of all of your Tag Manager accounts.
  2. b) A collection of variables defined in Tag Manager.
  3. c) A Javascript object that holds data passed from your website
  4. d) A collection of website tags and triggers

d) A collection of website tags and triggers

 


 

Q.199 What is a “container snippet” in Tag Manager?

  1. a) JavaScript code placed on each page of your website
  2. b) A Javascript object that holds data passed from your website
  3. c) A collection of website tags and triggers
  4. d) Analytics tracking code

a) JavaScript code placed on each page of your website

 


 

Q.200 A Tag Manager account allows you to do which of the following?

  1. a) Manage tags for one or more websites
  2. b) Access your Google Analytics account
  3. c) Connect multiple Tag Manager accounts to a single Google account
  4. d) Control access permissions to a Tag Manager account

a), c), d)

 


 

Q.201 What is a “trigger” in Tag Manager?

  1. a) A trigger determines which events fire on your website
  2. b) A trigger instantiates the Data Layer
  3. c) A trigger fires tags in response to website events
  4. d) A trigger publishes tags to your website

c) A trigger fires tags in response to website events

 


 

Q.202 What are the three parts of a trigger in Tag Manager?

  1. a) Variables, operators, and values
  2. b) Operators, tags, and variables
  3. c) Variables, operators, and the Data Layer
  4. d) Tags, values, and the push method

a) Variables, operators, and values

 


 

Q.203 How do you enable a built-in variable in Tag Manager?

  1. a) Publish the built-in variable in the Publish Now area
  2. b) Create a user-defined variable in the Variable configuration tab
  3. c) Check the built-in variable in the Variable configuration tab
  4. d) Uncheck the built-in variable in the Variable configuration tab

c) Check the built-in variable in the Variable configuration tab

 


 

Q.204 When first logging into Google Tag Manager what will you need to set up?

  1. a) The Data Layer
  2. b) A Tag Manager account
  3. c) Cross-domain tracking
  4. d) A Google Analytics account

b) A Tag Manager account

 


 

Q.205 Where should you place the container code on your website for best results?

  1. a) Before the opening <body> tag on every page of your website.
  2. b) After the opening <body> tag on every page of your website
  3. c) Before the closing </body> tag on every page of your website
  4. d) After the closing </body> tag on every page of your website

b) After the opening <body> tag on every page of your website

 


 

Q.206 Where can you find your container code in Tag Manager?

  1. a) After you first create an account and container
  2. b) Under the “Accounts” section by clicking into the container
  3. c) Under “Admin” by selecting your container and clicking “Install Google Tag Manager”
  4. d) Under the “Versions” section by clicking into the tag

a) + c)

 


 

Q.207 What is the suggested naming convention when creating tags?

  1. a) Website name – tag type – variable used
  2. b) Agency name – website name – date
  3. c) Date – tag location – creator
  4. d) Tag type – website name – tag location

d) Tag type – website name – tag location

 


 

Q.208 To set up a reusable Google Analytics property ID variable, you should use what kind of variable?

  1. a) User-defined Constant variable
  2. b) User-defined Data Layer variable
  3. c) Built-in Event variable
  4. d) Built-in Click Classes variable

a) User-defined Constant variable

 


 

Q.209 What are some of the benefits of using the Data Layer in Tag Manager?

  1. a) Avoid fragile dependencies on web page source code
  2. b) Pass data into third-party applications
  3. c) Use the data to fire triggers
  4. d) Add an additional layer of security to data

a), b), c)

 


 

Q.210 Where in your website code should you place the Data Layer object?

  1. a) Before the container snippet
  2. b) After the container snippet
  3. c) Inside the container snippet
  4. d) At the bottom of your HTML

a) Before the container snippet

 


 

Q.211 How are variables declared in the Data Layer?

  1. a) As Javascript cookies
  2. b) As variable types
  3. c) As containers
  4. d) As key-value pairs

d) As key-value pairs

 


 

Q.212 What are two ways to populate information to the Data Layer?

  1. a) Use code to pre-populate values in the Data Layer when a web page loads
  2. b) Use Google AdWords to push information to the Data Layer
  3. c) Use Google Analytics to push information to the Data Layer
  4. d) Use a Javascript method to push values from your web page into the Data Layer

a) + d)

 


 

Q.212 Data Layer variables persist across pages automatically

  1. a) True
  2. b) False

b) False

 


 

Q.213 To pass static values from a website into Google Analytics Custom Dimensions using the Data Layer, what must you first set up?

  1. a) Google Analytics Enhanced Ecommerce
  2. b) The Data Layer
  3. c) A Data Layer variable
  4. d) A Google Analytics tag with a Custom Dimension

b), c), d)

 


 

Q.214 The Data Layer “push method” allows you to do what?

  1. a) Push data from Google Analytics to your website
  2. b) Push data from your website into the Data Layer
  3. c) Push data from AdWords to the Data Layer
  4. d) Push data from one Tag Manager account to another

b) Push data from your website into the Data Layer

 


 

Q.215 To pass dynamic values from a website to use as Custom Metrics in Google Analytics, what must you first set up?

  1. a) Google Analytics Enhanced Ecommerce
  2. b) The Data Layer
  3. c) A Data Layer variable
  4. d) A Google Analytics tag with a Custom Metric

b), c), d)

 


 

Q.216 To send Custom Dimension data with an Analytics Pageview tag, what do you need to add to the Pageview tag in Tag Manager?

  1. a) The Tag Manager account ID
  2. b) The Analytics property ID
  3. c) A Javascript push method
  4. d) The Custom Dimension index number

d) The Custom Dimension index number

 


 

Q.217 To send Custom Metric data with an Analytics Pageview tag, what do we need to add to the Pageview tag in Tag Manager?

  1. a) The Tag Manager account ID
  2. b) The Analytics property ID
  3. c) A Javascript push method
  4. d) The Custom Metric index number

d) The Custom Metric index number

 


 

Q.218 If you want to track Submit button clicks using an event trigger, what event type should you choose?

  1. a) Click
  2. b) Form
  3. c) Page View
  4. d) History Change

a) Click

 


 

Q.219 In Tag Manager, what kinds of website actions can trigger a Google Analytics event tag?

  1. a) Clicking a Submit button
  2. b) Clicking the Play button for a video
  3. c) Making a menu selection
  4. d) Closing a web page

a), b), c)

 


 

Q.220 If you wish to track the URL of a webpage using Tag Manager, what kind of user-defined variable should you use?

  1. a) Page Path variable
  2. b) URL variable
  3. c) Click Classes variable
  4. d) DOM element

b) URL variable

 


 

Q.221 If you wish to track only the part of a URL after the hash sign, what Tag Manager variable type should you use?

  1. a) Url Port
  2. b) Url Query
  3. c) Url Fragment
  4. d) Url Path

c) Url Fragment

 


 

Q.222 If you wish to define an event trigger based on the class of a Submit button, which built-in variable should you choose?

  1. a) Built-in Event variable
  2. b) Built-in Element variable
  3. c) Built-in Click Classes variable
  4. d) Built-in Click Target variable

c) Built-in Click Classes variable

 


 

Q.223 In order to create an AdWords Conversion tracking tag in Tag Manager, you must first get what from your AdWords account?

  1. a) AdWords Account number
  2. b) Conversion Label
  3. c) Conversion ID
  4. d) Conversion Property

b), d)

 


 

Q.224 If you wanted to dynamically capture the values of conversions associated with your AdWords tag, what would you put in the Conversion Value field?

  1. a) A built-in Referrer variable that records conversion URLs
  2. b) A user-defined variable that records conversion amount
  3. c)The median amount users spend according to Analytics
  4. d) The projected amount users will spend according to Analytics

b) A user-defined variable that records conversion amount

 


 

Q.225 What two pieces of information does Google Analytics Dynamic Remarketing use to show website visitors ads for content they previously viewed?

  1. a) Hit and session attributes collected via the Data Layer
  2. b) Products the user has +1’d in Google Plus
  3. c) User information from the Analytics cookie
  4. d) Hit and session attributes collected from AdWords

a), c)

 


 

Q.226 To set up Dynamic Remarketing, you must do which of these things?

  1. a) Link your AdWords and Google Analytics accounts
  2. b) Enable Analytics’ advertising features
  3. c) Set up Data Layer variables in Tag Manager
  4. d) Create Custom Dimensions in Google Analytics
  5. e) Create Custom Metrics in Google Analytics

a), b), c), d)

 


 

Q.227 What business information does AdWords use to generate dynamic ads based on a user’s past interactions with products and services on a website?

  1. a) Browser cookies
  2. b) Javascript methods
  3. c) Dynamic attributes
  4. d) User profiles

c) Dynamic attributes

 


 

Q.228 Where can you find a complete list of business vertical-attribute information for Google Analytics?

  1. a) The Google Analytics Help Center
  2. b) The Google Analytics Admin area
  3. c) The Tag Manager Admin area
  4. d) The AdWords Admin area

a) The Google Analytics Help Center

 


 

Q.229 For Dynamic Remarketing, what will you need to set up in Analytics to collect information from the Data Layer and send it to AdWords?

  1. a) Custom Metrics
  2. b) Custom Dimensions
  3. c) Enhanced Ecommerce
  4. d) Event tracking

b) Custom Dimensions

 


 

Q.230 For Dynamic Remarketing, what kind of variable will you need to set up in Tag Manager to collect information in the Data Layer?

  1. a) Constant variable
  2. b) Data Layer variable
  3. c) AdWords variable
  4. d) Event variable

b) Data Layer variable

 


 

Q.231 For Dynamic Remarketing, if you wish to communicate information from the Data Layer to AdWords when a user adds a product to their shopping cart without refreshing the page, what kind of Analytics track type would you use?

  1. a) Pageview
  2. b) Event
  3. c) Transaction
  4. d) Social

b) Event

 


 

Q.232 For Dynamic Remarketing, to set your tag to fire on a particular page, what should your trigger variable be set to?

  1. a) Page URL
  2. b) Referrer
  3. c) Click Classes
  4. d) Page Hostname

a) Page URL

    

 

 

 

Analytics (IQ) Test Coupon

 

Code: PerformanceMarketing

Use this coupon to get 50% off the analytics test price.

 


 

Take the Analytics Individual Qualification (IQ) test at the Google Testing Center.

More Analytics resources are found in their Analytics IQ how-to library.

 


 

By now you should be ready to dismantle that exam first time around! If you’ve gotten some value out of this post, don’t forget to leave a comment and share this page with others. Even better, link to it!

46 thoughts on “Pass the Google Analytics Test First Time! Answers Inside

  1. Hi,

    First of all Thanks for sharing this post.

    I just want to inform that
    Question no 42.
    Answer is 2 and 3, not 4 is bonce rate which metric not dimension

    Question no 64.

    The answer is 100%
    Since there are 2 visit and 2 conversion, so the conversion rate is 100%.

    Overall I like the post

    1. Hi Sandip, you’re welcome. I’m glad you got some value out of it. 🙂

      Thanks for your corrections – I’ve corrected Q42 and Q64.

  2. I answered each question to the best of my ability and then used your guide to cross check them. 5 or 6 questions on their exam do not appear in your guide. I still failed! 52/70 🙂

    1. Hi John, thanks for your comment. I would love to know those 5 or 6 questions if you could. My aim is to keep this page as current as possible. 🙂

  3. Pingback: Quora
  4. Thanks a ton for sharing your valuable info with us. I am gonna give the exam today. Let’s see how it pans out. Again Thank you heaps !!!!

  5. Too bad I looked for the answers online only after I have done 50 questions already. Got 72% at the end and failed. I guess I overestimated myself, but I will be ready next week, lol. =)

    Very useful source! There are a few questions missing which you might want to add. But it is still very accurate and helpful.

    1. Hi Bo, thanks for your comments. 72% is still pretty respectable. I’m sure you’ve passed by now.

      Please feel free to share any new questions that aren’t listed and I can have these added for the benefit of future users. Cheers. 🙂

    1. Hi Mike, I’ve done it twice and there were some slight differences, such as changes in question order and some questions replaced with others.

  6. The answer to Q No: 38 is wrong, in the views you cannot track other domains since they would have completely different universal id.

  7. is this still up to date? how do you do the exam? do you use the search button on this website to find the question and the right answer? cheers

    1. Hi Peter, I would use select all and find – that’s “control + a” or “command + a” on Mac, then “control + f” or “command + f” on Mac – then type in whatever word string you are looking for.

      We try to keep this page as up-to-date as possible.

      Here’s how you do the exam – from your Partners account, follow these steps:

      1. Sign in to Partners at https://www.google.com/partners.
      2. Click Certifications to see your exam status. For example, you might see a message telling you how many exams you need to pass to get certified.
      3. Click See exams.
      4. Hover over the section of the exam that you’d like to take. Click Exam Details.
      5. Click Take exam to start taking the exam. Or, you can review the exam study materials linked to on this page.

      Best of luck! 🙂

  8. Hi! Thank you so much!

    I am getting ready to take the exam and hopefully your questions will help me! You should do answers for adwords as well please. Especially video, shopping, mobil and display are not much accessible i keep passing with 75-79% 🙂 can’t get that 1% lol

    Here is another site that I’ve found that might help you in case you are missing some answers. http://www.odesk-tests.net/elance-test-answers/sales-mktg/google-analytics-answers-2015.html

    I have also prepared Q/A in word format let me know if you want me to send it to you via email.

    Good Job on helping the community! 🙂

    1. You’re welcome, Elena! I hope you got some value out of it. 🙂

      I will keep your suggestions in mind when updating this content. Also, please submit your Q/As via our contact form and I will be more than happy to include them.

      Thanks to you also for helping the community!

    1. Thanks for your feedback, Chris – indeed you’re right. We’ve now updated this.

      “Goal conversion is counted once per session” – good to know!

  9. Hello everyone,

    I am preparing for GA IQ and i wanted to if i am to give four different exams

    Google Analytic Fundamental
    Google analytic Principle
    ECommerce Tracking
    Mobile tracking

    Please help

  10. Question 56: Should the answer be all four? Because the description says: Execution speed or load time of any discrete hit, event, or user interaction that you want to track (e.g., how quickly images load, response time to button clicks).

    1. Hi Vishwa, yes they are repeated. Though we will be updating this post with new questions very soon. Thanks, and best of luck with your next exam attempt.

  11. Q4 answer should be 4, not 1, as 1 reads “Channel X equally initiates and assists conversions” but the underlined documentation talks about “assisted and completed”.
    Thanks a million

  12. I’m about to take it! Are all of these questions up to date? Also thx for makin this I watched the videos and some of the questions are way over my head

    1. Hi Erin, you’re welcome! I hope you passed. 🙂

      Thanks for asking, we actually just published the latest questions and answers. Images and in-depth reasons for those new answers are coming soon. So, to answer your question – yep, we’re all up to date. 😉

  13. Hi Gabriel,

    One quik quetion: IQ exam has digital fundamentals and Platform principles modules only right?

    I hope Ecommerce, Mobile and Tag manager are not part of GA IQ exam.

    Please confirm my understanding.

    Thanks,
    Kanika

    1. Hi Kanika, the GAIQ exam covers all modules. It looks as though it’s only randomized across groups of questions rather than individual. At any rate, expect to see questions from all areas.

      I hope this helps. Best of luck! 🙂

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