Google Analytics Certification Test Questions & Answers with Explanations
- 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?A) secondary dimensions
B) Real-Time
- Annotations
- Intelligence
2) You can combine a metric X with a dimension Y in Google Analytics
If X and Y have the same scope
- If X and Y have been precalculated together in an aggregate table
- If X and Y are in the same channel grouping
- If X and Y have the same campaign
- as long as sampling is not required
- Which of the following reports allows you to identify the terms visitors use to conduct searches within your site? Select all that apply.
A) Site Search report
- Search Engine Optimization report
- Affinity Categories
- Keyword report
- Which of the following are dimensions?
- Conversion Rate
- % New Sessions
C) Region
- D) Bounce rate
- 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)?
A) one account, two properties, two views
- one account, one property, one view
- one account, no properties, two views
- one account, one property, no views
- Which of the following would be most useful for ranking pages according to revenue contribution?
A) Page Value
- Margin
- Revenue
- ROI
- Bounce Rate
Note: Page Value is the average value for a page that a user visited before landing on the goal page or completing an Ecommerce transaction (or both). This value is intended to give you an idea of which page in your site contributed more to your site’s revenue.
- If a paid keyword has an Assisted/Last Click or Direct Conversion Value of .5, which of the following is true?
A) none of these answers
- The keyword played an assist role in exactly five conversions
- The keyword played an assist role in exactly one conversion
- The keyword played an assist role less often than it played a last click role
- What is the hierarchy of the Google Analytics Data Model?
A) Users > Sessions > Interactions
- Sessions > Visitors > Interactions
- Sessions > Users > Interactions D) Interactions > Users > Sessions
- You can adjust the report sample size in Google Analytics by
- A) adjusting the session timeout control
B) adjusting a control in the reporting interface
- adding a segment to your report
- any of these actions will adjust the sample size
- Google Analytics can recognize returning users
- Google Analytics cannot recognize returning users on any device
- on websites only
C) on websites, IOS mobile apps, Android mobile apps
- D) on websites, Android mobile apps
- Which of the following are “hit” types tracked by Google Analytics
- transactions
- pageviews
C) all of these answers are correct
- D) events
- Which of the following would you use to send data from a website to Google Analytics?
- none of these would be appropriate
- Campaign Tracking parameter
C) Javascript tracking code
- D) Google Analytics mobile SDK
- Your ecommerce site sells colorful wrist watches that visitors can customize using a tool online.
Which of the following represent a micro conversion for your site?
- A) All of these are micro conversions for this site
B) use of the “customize your watch” tool
- a view of the home page
- an offline sale
- an online sale
- Which of the following are examples of sources?
- A) com
B) All of these are possible Sources
- google.com
- (direct)
- Which of the following could be measured by defining a goal in Google Analytics?
A) All of these could be measured by defining a goal in Google Analytics
- the percentage of visits that result in a site registration
- the percentage of visits during which visitors spent at least two minutes on the site
- the percentage of visits that contain only one page view
- conversion rate
- Which of the following would be valid segments to consider using to analyze traffic patterns in your data?
- A) traffic by marketing channel
B) All of these answers are correct
- traffic by device category
- traffic by geography
- traffic by time of day
- Which of the following would you use to send data from a web connected point-of-sale system to Google Analytics?
- JavaScript tracking code
- Google Analytics mobile SDK
- any of these would be appropriate
D) Measurement Protocol
- E) Campaign Tracking Parameter
- In which of the following circumstances would you want to increase the default session timeout length in Google Analytics?
- A) Users typically spend less than 2 minutes on each page of your site
B) The average length of videos on your site is 35 minutes
- The default session timeout length is set dynamically by Google Analytics and you cannot change it
- You need to start collecting Real-Time data
- Which of the following reporting dimensions would be useful to reference if you were rebuilding a website to improve accessibility?
- Browser
- Device Category
- Language
D) All of these dimensions
- E) None of these dimensions
- 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?
A) Data Import
- Custom Reports
- Analytics Intelligence
- Annotations
- Segments
- Which of the following is not a default Medium in Google Analytics?
- cpc
- referral
D) All of these are default Mediums
- E) organic
- You have 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
- First Interaction attribution model
- Last Click attribution model
- Position Based attribution model
D) All answers are correct
- E) Linear attribution model
- It is 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 publis
- collecting user information for sales teams to connect with potential leads
- selling products or services
C) encourage engagement and frequent visitation
- D) all these options are equally relevant as business objectives for content publishers.
- The demographics and interest category information in Google Analytics comes from
- information that you upload from your CRM
- Google Tag Manager
C) the DoubleClick third-party cookie
- survey data filled out by users
- the AdWords first-party cookie
Note: Demographics and Interests data comes from the third-party DoubleClick cookie (for web traffic) and from anonymous identifiers for mobile apps (i.e., Advertising ID for Android and IDFA for iOS). Neither analytics.js nor ga.js collects Demographics and Interests data.
- Which of the following are examples of sources? Select all that apply.
A) Google B) Example.com
- Search
- Display
- Which of the following attribution models would be useful for evaluating ads and campaigns that are designed to create initial awareness about a brand?
- Linear model
- Last Non-Direct Click model
C) First Interaction model
- D) Last Interaction Model
- Which of the following Behavior metrics shows the number of sessions that included a view of a page?
- A) Bounce Rate
B) Unique Pageviews
- Unique Visits
- Pageviews
- Which of the following are examples of mediums? Select all that apply.
- A) com
B) Email
- Conversion
- Which of the following most accurately describes the concept of attribution in digital analytics?
A) assigning credit for conversions
- B) determining a traffic source
determining a user’s device D) calculating cost per click
- What is the first step of analytics planning?
- A) Create your implementation plan
B) Define your overall measurement plan and business objectives
- Document your technical infrastructure
- Implement Google Analytics
- You are interested in exploring metrics by campaign and traffic source. Which of the following sections will have this report information by default?
- Acquisition
- Conversion
C) Audience
- D) Admin
- Which of the following are true about segmentation? Check all that apply.
- Segmentation allows you to combine data from multiple web properties in your reports.
- Segmentation is a technique that should only be used by experienced analysts.
- Segmentation can help you find the underlying causes of changes to your aggregate data.
- Segmentation allows you to isolate and analyze subsets of your data.
- You should add Analytics tracking code to your site ______.
A) after implementation planning
- when it is convenient for your IT team
- before documenting your business objectives
- during measurement planning
- Which of the following are possible uses of views within a single Google Analytics account?
select all that apply
- to track domains that belong to another account
- to limit a users access to a subset of data C) to look more closely at traffic to a specific part of a site (a page or selection of pages) D) to look more closely at traffic to a specific subdomain
- Specifying a goal value allows Google Analytics to calculate _____ (select all that apply)
A) Average Order Value B) Goal Revenue
- C) Ecommerce Revenue
Revenue per Click
- E) Bounce Rate
- Which of the following is a valid tagged custom campaign (select all that apply)
- A) example.com?utm_medium=cpc&utm_source=mysearch&utm_campaignspring&utm_term=backpacks
B) www.example.com?utm_campaign=fall&utm_medium=email&utm_source=newsl etter1&utm_content=a1 C) www.example.com?utm_medium=email&utm_source=newsletter1&utm_campai gn=spring D) www.example.com?utm_medium=referral&utm_source=example&utm_campaig n=winter
- Which of the following metrics allow you to assess Adwords campaign profitability. (Select all that apply.)
- ROI
- CPM
- CTR
- Margin
E) Revenue per click
- Digital analytics is:
- The analysis of qualitative data from your business
- The analysis of data from your business and the competition
- The analysis of quantitative data from your business
- A process of continual improvement of the online experience E) All of the above
- Your Multi-Channel funnel reports have no data, what is the most likely reason?
- You have not enabled demographic data
- You are not using Content Experiments
C) You have not implemented goals or commerce
- You are not using Google Tag Manager
- You have not set up Goal Funnels
- 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
- A) Impressions
B) Assisted Conversions
- Bounce Rate
- Clicks
Visits
- Which of the following is an example of adding internal context to your data?
- Using your site’s historical monthly visits data to set a future monthly visits target.
- Using third party data for your competition to set targets for your own site performance.
- Using a monthly visits benchmark from your industry as a whole to set targets for your own site performance.
- Which of the flowing are valid scopes for dimensions? A) User level, session level, hit level, product level
- Campaign level, session level,hit leve
- Session level, hit level
- User level, campaign level, session level, hit level
- Which of the following is a session level interaction?
- Pageview
- Social interaction
C) Ecommerce transaction
- D) Event
- You can adjust sample size in Google Analytics by A) any of these actions will adjust the sample size
- B) adjusting the session timeout control
C) adjusting a control in the reporting interface
- D) adding a segment to your report
- In which of the following circumstances would you want to increase the default session timeout length in Google Analytics
- A typical session on your site involves filling out at least 3 forms
- The average article on your site takes 4 minutes to read
C) The average length of videos on our site is 35 minutes
- The default session timeout length is set dynamically by Google Analytics and you cannot change it
- The games on our site are highly interactive
- You publish articles by many different authors on your site. You want to create a report that shows the total number of page views for each author. Which of the following features will allow you to
- A) Custom Reports
B) Dimension Widening
- Annotations
- Segments
- Analytics Intelligence
- Setting up goals allows you to see ______. Select all that apply.
A) conversion rates
- bounce rate
- a list of transactions
D) conversion paths
- E) commerce revenue
- Which of the following technologies on your site influence how you implement Analytics? Select all that apply.
A) query string parameters B) responsive web design C) server redirects D) Flash and AJAX events
- Which of the following metrics would be most useful in measuring how many conversions were initiated by Paid Search?
A) First Interaction (Click) Conversions
- Conversion Rate
- Assisted Conversion Value
- none of these metrics
- Which of the following are advantages of implementing Google Tag Manager? Select all that apply.
- You can add non-Google tags to your site without editing site code
- All answers are correct
- You can add Google Analytics tags to your site without editing site code
- You can change configuration values in your mobile app without rebuilding a new binary
- You can add AdWords tags to your site without editing code
- Using filters, you can:
- exclude data from a view
- All answers are correct
- change how the data looks in your reports
- include data in a view
- You want to explore traffic metrics by gender and age. Which of the following sections in Analytics will be most useful?
- Conversion
B) Audience
- Acquisition
- Behavior
- Admin
- Which of the following is not a standard campaign parameter?
- utm_content
- utm_source
C) utm_adgroup
- D) utm_campaign
- Which of the following are metrics? Select all that apply.
- A) City
B) % New Visits
- Pageviews
- Browser
- Your commerce 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? Select all that apply.
- an exit from a product page
- an exit from your homepage
C) use of the “customize your watch” tool
- D) an online sale
- What is the purpose of the URL builder?
- to optimize landing pages
- to generate the URL tracking parameters that need to be appended to an organic search result
C) to generate a URL with tracking parameters
- D) using the URL builder is required in order to track AdWords visits
- If a paid keyword has an Assisted/Last Click or Direct Conversions value of .5, which of the following is true?
- The keyword played an assist role in exactly one conversion
- The keyword played an assist role in exactly five conversions
C) The keyword played an assist role less often that it played a last click role
- D) none of these answers
- True or False: The order in which filters appears in your view settings matters. A) False. Filters are not necessarily executed in the order which they appear
B) True. Filters are executed in the order which they appear
- 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?
- A) set up a “product details” button in the commerce JavaScript
track the button with an event and set up an event goal
- enable the button as a KPI and set up a dashboard
- track the button as a page view and look at the Events Overview E) none of these options will work
- To calculate ROI correctly, Google Analytics needs Select all that apply.
A) Operating Cost and Revenue
- Interest Rate and Margin
- Cost
- Which of the following questions can be answered using the goal flow report?.
- Do visitors usually start my conversions process from the first step or somewhere in the middle?
- Are there any steps in my conversion process that do not perform well on mobile devices compared to desktop devices?
- Is there a place in my funnel where traffic loops back to the beginning of the conversion process to start over?
D) All Answers are Correct
- E) Are there a lot of unexpected exits from a step in the middle of my conversion funnel?
- When do the Google Analytics Terms of Service permit sending personally identifying information (PII) to Google?
- when encrypted
- in custom campaigns only
C) never
- When configuring a goal, why is it useful to assign a goal value?
- to determine the popularity of each of your pages
- to determine the conversion rate
- to calculate ecommerce metrics
D) to attribute monetary value to non-ecommerce conversions
- Which of the following are possible uses of filters? Select all that apply.
- replace complicated page URLs with readable text strings
- exclude visits from a particular IP address
- report on only a subdomain or directory
- include only traffic coming from a particular campaign
E) All Answers are Correct
- A macro conversion:
- always occurs prior to a micro conversion
- is your highest converting campaign
occurs when someone completes an action that is important to your business
- D) is a large revenue sale that that is directly attributable to a display campaign
- Which of the following would be most useful for optimizing landing pages?
A) Bounce Rate
- Visits
- Pageviews
- Unique Visits
- Which of the following are tracked by Site Speed reports? Select all that apply.
- page-load time for a sample of page views on your site
- how quickly the browser parses a page and makes it available for user interaction
C) All answers are correct
- button click response time
- how quickly images load
- Which of the following would most quickly allow you to determine whether the Google Analytics code snippet is working on a specific website?
- A) Annotations
B) Real-Time
- secondary dimensions
- Analytics Intelligence
- 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
- A) example.com/thankyou/receipt.php B) www.example.com/thankyou.php
- example.com/receipt/thankyou.php
- example.com/thankyou.html
E) All answers are correct
- Which of the following would help you to determine the conversion value of a paid keyword?
- A) CPM
B) Multi-Channel Funnels
- CTR
- Real-Time
- none of these answers
- Which of the following are examples of channels? Select all that apply.
- Audience
- Display C) Email
Conversion
E) Organic Search
Note: there are 8 default channels in Google Analytics. These are, Direct, Organic Search, Referral, Email, Paid Search, Other Advertising, Social and Display.
- 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? A) Annotations
- B) secondary dimensions
C) Intelligence
- D) Real-Time
- 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?
A) Ecommerce Conversion Rate
- Visits
- Bounce Rate
- Page Value
- Pages/Visit
- 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)?
A) one account, two properties, two views
- one account, one property, one view because you cannot use Google Analytics to track a mobile app
- one account, one property, no views
- one account, one property, two views
- You want to know whether button X is clicked more often than button Y? Which of the following would be more useful?
- Intelligence
- Annotations
C) Events
- D) Real-Time
- Which of the following are measures of traffic volume?
- Bounce Rate
- Margin
C) Visits
- D) Time on Site
- Which of the following metrics shows the number of times your ads were displayed?
- CTR
- Clicks
C) Impressions
- Visits
- Pageviews
- Which of the following could be measured by defining a goal in Google Analytics? Select all that apply
- the percentage of visits that contain only one pageview
- the percentage of visits that result in a site registration
C) All answers are correct
- D) the percentage of visits during which visitors spent at least two minutes on the site
- Which Analytics tracking technology would you use to collect how users interact with a webconnected ticket kiosk?
A) The Measurement Protocol
- Software Development Kit
- JavaScript Tracking Code
- HTML
- During data processing, Google Analytics: (select all that apply)
- transforms your raw data from collection according to your configuration settings
- aggregates your data into database tables
- imports data from other sources you have defined, like Google AdWords or Webmaster Tools
- organizes hits into sessions
E) All answers are correct
- A session in Google Analytics consists of:
- the reports generated by users over a specific period of time
- interactions or hits from a specific user for all time
C) interactions or hits from a specific user over a defined period of time
- D) a group of users getting together in person to discuss Analytics
- How can you add data to Google Analytics from other sources? (select all that apply) A) By linking your AdWords account to Google Analytics to import your advertising data
- B) By downloading your data from Webmaster Tools and manually importing it into Google Analytics
C) All answers are correct
- D) By using Cost Data Upload to import click and cost data from your non-AdWords advertising campaigns
- When does Google Analytics sample data for reporting?
- When the data you request has already been calculated in the aggregate tables
- When the report is pulled at the end of the high traffic week
C) When you create a report with metric and dimension combinations that have not been pre-aggregated and the report is based on data from a large number of visits
- D) When you create a report with metric and dimension combinations that have not been pre-aggregated and the report is based on data from a small number of visits
- You have discovered that a significant portion of your site traffic is coming from your internal users and is skewing your customer data. Which of the following solutions should you implement to clean
A) Have your account administrator configure a Filter that excludes internal traffic from being included in your report views
- Have your site developers create a new version of your website for internal users only that does not have the tracking code
- Have your account administrator reprocess the data in your account to exclude internal users
- There is not a way to prevent the internal traffic from showing in your reports.
- You have discovered that data about the Product pages of your ecommerce website is missing from your reports. Which of the following could be the cause? (select all that apply)
A) A filter applied during processing was configured to remove Product pages data from your reports B) The data for the Product pages was not collected because tracking code was not placed on those pages of the site
- Google Analytics does not collect data from eCommerce sites
- During processing Google Analytics sampled out the Product pages from your reports
- For a website that hosts 45 minute-long documentary videos, what configuration settings could you use to more accurately track user engagement?
- Adjust the session timeout length to be greater than 45 minutes so that the session does not automatically timeout while a user is watching a long video on the site
- Add a Goal that tracks when a user lands on your site homepage
- Add a Filter to exclude users who do not watch a video on your site
- Create a Content Grouping that groups together all of your video pages in your reports
- How could you create a customized dashboard in Google Analytics that you can monitor on a daily basis? (select all that apply)
A) Use the Google Analytics reporting APIs to automatically send data to a dashboard application you create
- Use the Google Analytics JavaScript tracking code to send data straight into a spreadsheet
- It is not possible to create a dashboard using Google Analytics data
D) Create a dashboard directly in the Google Analytics user interface and share it with your team
- Which of the following Channels is part of the Default Channel Grouping? Select all that apply.
- Direct
- Social
- Organic
- Display
E) All answers are correct
- Why is it important that you maintain one unfiltered view when using filters with your Analytics account?
- Without one unfiltered view, you will not be able to use a filter for multiple views
- There is no reason to maintain an unfiltered view
C) An unfiltered view ensures that the original data can always be accessed
- D) You will need to configure your goals in the unfiltered view
- 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?
- A) Create a new web property and add the new tracking code to the pages on the subdirectory
B) 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
- Create a second Google Analytics account, and apply the new tracking code to the pages in the subdirectory
- Create a new view and apply an advanced filter that deletes pages outside of the subdirectory
- A visitor comes to your site but stops looking at pages and generating events. Which of the following will occur by default?
- A) The visitor’s session expires after 5 minutes of inactivity
B) The visitor’s session expires after 30 minutes of inactivity
- The visitor’s session expires once the visitor has exited your site
- Google Analytics does not keep track of sessions by default
- In the Linear Attribution Model?
- the last touchpoint receives 100% of the credit for the conversion
- the touch points closest in time to the conversion get most of the credit
C) each touchpoint in the conversion path shares equal credit for the conversion
- D) the first touchpoint receives 100% of the credit for the conversion
Note: 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. For example, the Last Interaction model in Google Analytics assigns 100% credit to the final touchpoints (i.e., clicks) that immediately precede sales or conversions. In contrast, the First Interaction model assigns 100% credit to touchpoints that initiate conversion paths.
- Which of the following is true of ROI?
- A) If Cost is $5 and Revenue is $5, your ROI is 20%
B) If Cost is $5 and Revenue is $5, your ROI is 0%
- If Cost is $5 and Revenue is $5, your ROI is 50%
- If Cost is $5 and Revenue is $5, your ROI is 100%
- None of these answers are true of ROI
- Which of the following are dimensions?
A) Screen resolution and Region
- B) Bounce rate and % new visits
- You currently have the Google Analytics tracking 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?
- A) remove the existing Google Analytics tracking code from the site
B) update the Google Analytics tracking code with analytics.js
- make sure that the existing Google Analytics tracking code is placed after the opening tag
- replace the account ID in the existing Google Analytics tracking code with the container ID
- Which of the following would you use to set up a custom alert?
- Real-Time
- Conversion
- Content
- Intelligence
- In order to set up commerce tracking, you need to _____. Select all that apply
- Add commerce tracking JavaScript to your receipt page or “transaction complete” page
- Add an commerce campaign variable to your URLs
C) enable ecommerce tracking in at least one of the views for a property
- D) have linked an AdWords account with your Google Analytics account
- Generally, the recommended best practice is to set up one Google Tag Manager Account
- for every Analytics view
- for every site you want to track
C) for your company
- D) for every person who will have access to Analytics
- You want to see the percentage of sessions in which a specific button was clicked. Which of the following would be most useful?
- set up Real-Time reporting
- set up a custom report
C) set up an event goal
- D) set up a dashboard
- Which of the following would prevent URL destination goal conversions from being recorded? Select all that apply
- The match type in the goal definition is incorrect
- The tracking code is missing from the conversion page
- No URL destination goals have been defined
- There was a misspelling in the URL of the goal definition E) All answers are correct
- Which of the following technologies or features can be used to add data to Google
Analytics? Select all that apply
- Real-Time
- Dimension Widening
- Intelligence
D) Measurement Protocol E) Cost Data Import
- 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
- utm_term
- utm_medium
- utm_content
D) utm_source E) utm_campaign
Though, all variables are used but selected three variables are mandatory.
- Which of the following would you use to exclude rows with fewer than 10 visits?
A) table filter
- primary dimension
- table sort
- pivot table
- Which of the following suggest a poorly performing landing page?
- Bounce Rate < 90%
- % New Visits < 90%
- % New Visits > 90%
D) Bounce Rate > 90%
- E) None of these answers
- Which of the following represents a macro conversion for an commerce site?
A) a completed sales transaction
- receiving product inquiry
- all of the above
- a click on a “buy” button
- collecting a lead
- 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?
- A) 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
B) Use a Search and Replace custom filter on the Request URI field where Search String is “/index” and Replace String is “/home”
- True or False: When you share a link to a custom report, you share the data in the report?
A) False. Sharing link to a custom report only shares a template for the report
- B) Sharing a link to a custom report shares the data in the report
- 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?
- A) Top Conversion Paths
B) Time Lag
- Assisted/Last Interaction Conversions
- Conversion Value
- Path Length
- Which of the following should you NOT collect with the Google Analytics commerce JavaScript? Select all that apply
- purchase amount
- product SKU(s)
- billing city
D) credit card number
- E) tax amount
- You want to see conversion rates for Windows visits coming from London. Which of the following would you need to select?
- City, and Goal Conversion Rate as a secondary dimension
- Goal Conversion Rate, and City as a secondary dimension
C) Operating System, and City as a secondary dimension
- D) any one of these options
- You want to evaluate the landing pages you are using for AdWords ads. Which of the following dimensions would be most useful?
A) Destination URL
- Ad Group
- Campaign
- Placements
- Keyword
- For each user who comes to your site, Google Analytics automatically captures which of the following Traffic Source dimensions. Select all that apply.
A) Source B) Medium C) Ad Content D) Campaign
- Person A and person B each visit 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?
- 50%
- 33%
C) 100% D) 0%
- E) 200%
- Which of the following reporting dimensions would be useful to reference if you were rebuilding a website?
- None of these dimensions
- Browser
C) All of these dimensions
- Language
- Screen Colors
- Which of the following would be valid segments to consider when looking at data. Select all that apply.
- traffic by device
- traffic by marketing channel
- traffic by time of day
- traffic by geography
E) All answers are correct
- Which two metrics below would be the best KPIs for measuring the performance of an commerce business? Select two.
A) average order value and recenue
- bounce rate
- pageviews
- Which of the following AdWords reports would you use to investigate when you should modify your bidding during certain hours of the day to optimize conversions?
- Destination URLs
- Campaigns
C) Day Parts (Hour of Day)
- Placements
- AdWords Keywords
- You are interested in identifying the most popular content on your site. Which of the following sections will have this report information by default?
A) Behavior
- Search
- Acquisition
- Conversion
- Audience
- 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?
- 5 B) 0 C) 1
- D) 2
- Which of the following is NOT a standard Google Analytics campaign variable?
- utm_source
- utm_term
C) utm_adgroup
- D) utm_content
- What should always be the first step of creating a measurement plan?
- A) Setting up Google Analytics goals
B) Defining your overall business objective
- Determining what segments you want to use for analysis
- Choosing the KPIs that you will use to assess your performance E) Outlining your digital strategies and tactics
- True or False: Your key performance indicators (KPIs) are automatically tracked as Goals in Google Analytics.
- You must set up your goals once you identify the KPIs you want to track.
- No additional implementation is required since Goals are tracked automatically.
- By default, when does a users session (or visit) end according to Google Analytics?
- After 30 minutes, regardless of how active the user is on your website B) The session ends once the user is inactive for 30 minutes or more
- C) The session ends once the user opens another window in the browser D) Immediately when the user closes the browser
- What are the four main components of the Google Analytics platform? (select all that apply)
A) Collection >> Configuration >> Processing >> Reporting
- Continuation >> Collection >> Processing >> Reporting
- Continuation >> Progressing >> Progressing >> Configuration
- Progressing >> Recollection >> Collection >> Configuration
- Channel X has an Assisted/Last Interaction Conversions value of exactly 1. Which of the following is true?
- Channel X is always the last click before conversions
- Channel X always initiates conversion
C) Channel X equally initiates and assists conversions
- D) None of these is true
- Which of the following would you use to show two date ranges on the same graph?
- A) pivot table
B) date comparison
- motion chart
- secondary dimension
- plot rows
- Which of the following metrics would be useful in showing you whether a keyword is part of a conversion path?
- A) Impressions
B) Assisted Conversions
- Visits
- Clicks
- Bounce Rate
- Adding filters to a view in Google Analytics allows you to
- exclude visits from a particular IP address
- replace complicated page URLs with readable text strings
- modify historical data
A and B only
A, B, and C
- the set of rules that determine which AdWords ads are credited with a conversion
- the set of rules for assigning sessions to new vs returning users
the set of rules that determine how credit for sales and conversions is assigned to touchpoints in conversion paths
the set of rules for assigning specific interest categories
- Google Analytics uses which model by default when attributing conversion values in non-Multi-Channel Funnel reports?
- First Interaction model
- Last Interaction model
Last Non-Direct Click model
Linear model
- Which of the following statements is true about Multi-Channel Funnel (MCF) reports?
- You can create your own custom channel grouping in addition to the default MCF Channel grouping.
- The channel labels that you see in Multi-Channel Funnels reports are defined as part of the MCF Channel Grouping.
- When you share a Custom Channel Grouping, only the configuration information is shared. You data remain private.
- All of these statements are true.
- Which reporting dimension would be useful to reference if you were looking to improve the user experience on your landing pages?
Traffic type
Language
Device Category
B and C only
A, B, and C
- Google Analytics can collect behavioral data from which systems?
- E-commerce platforms
- Mobile Applications
- Online point-of-sales system
- A and B only
A, B, and C
- Auto-tagging is a feature that is used with which type of traffic?
Any search engine traffic that is not from Google
AdWords Campaign traffic
- Website referrals
- Social media referrals
- Google Analytics can identify that two sessions are from the same user if
the sessions happen in the same browser on the same device
- the sessions happen on the same day
- the sessions happen in the same browser
- the sessions occur within 30 minutes of each other
- changing the sampling rate in your view settings
- adjusting the session timeout control
adjusting a control in the reporting interface for greater or less precision You cannot adjust the sample data
- Segments are subsets of your Analytics data. Which of the following statements are NOT true of Analytics segments?
- Segments are filters that permanently change your data.
- Segments let you isolate and analyze your data .
- You can use segments to build custom Remarketing lists.
Segments represent either subsets of sessions or subsets of users.
- Why can AdWords clicks sometimes differ from Analytics sessions in your reports?
- some visitors may have javascript disabled
- some visitors may be blocking cookies
- clicks and sessions are different metrics
all of the above
When one goal completion leads to another
When one traffic source results in a later goal completion through another traffic source
- An AnWords view through conversion
- When an AdWords visitors returns to the site directly to convert
- When you create a new Channel Grouping in a view, you can
- immediately select it in the Acquisition Overview and Channel reports
- apply it retroactively and see historical data classified by our new channel definitions
- change how reports display your data, without changing the data itself
- A and C only
A,B, and C
- You should use manual tagging in order to track all of your advertising campaigns, like AdWords or Facebook.
- You should use manual tagging for any non-AdWords custom campaign.
- You should use manual tagging to track only AdWords campaigns.
- Sessions with Search: The number of sessions that used your site’s search function at least once.
- Search Exits: The number of searches made immediately before leaving the site.
- Time after Search: The amount of time users spend on your site after performing a search.
- Search Refinements: The number of times a user searched again immediately after performing a search.
All of the above
- The Google Analytics Data Model consists of users, sessions, and interactions. In this heirarchy, interactions include:
- pageviews
- events
transactions A and B only
A,B, and C
- What reports would you use to determine if you should consider expanding your advertising to new markets?
Location and Language reports
- Frequency and recency reports
- Intelligence events
- Source/Medium report
- Device Category
- landing page
- Campaign
- A and C only
A, B, and C
- Which report would give you insight into how many Display conversions were assisted by Search paid traffic?
Ecommerce reports
Multi channel funnels reports
- Interests report
- Goals reports
- Campaigns reports
- You can target customers who have previously been to your site with customized creatives. You can create remarketing lists without making any changes to your existing GA tag.
- You can create remarketing lists based on custom segments and targets, for example, users who’ve been to your site more than once in a 30 day period.
- A and C only
A, B, and C
- True or False: If you have updated your tracking code to analytics.js, then no additional configuration is required to track subdomains.
True. With analytics.js you can track across your domain and subdomains with no additional configuration.
False. You must always set up cross domain tracking in order to track subdomains.
- You receive an intellgence alert notifying you that there has been an unexpected spike in your traffic. Which of the following could be possible reasons for this spike?
- The tracking code has been altered and is reporting incorrectly
- There is a new referral source that is directing a lot of new traffic to the site
- There is unidentified referral traffic that is likely bot traffic
- New pages or subdomains have been recently indexed in organic search All of the above
- Each dimension and metric has a scope that aligns with a level of the analytics data hierarchy — user, session, or hit-level. In most cases, it only makes sense to combine dimensions and metrics in your reports that belong to the same scope. Which of the following is a valid dimension / metric combination?
- Session (metric) + Page (dimension)
- Bounce rate (metric) / Event Action (dimension)
- Sessions (metric) / city (dimension)
All of the above are valid dimension / metric combination
- When analyzing the goal flow report, you see that many users are dropping off after the second step in the funnel. With this information you can infer that:
- You are possibly targeting the wrong audience who is not as interested in your product
- The navigation between the second and third steps of the purchase process could be improved
- You should consider directing traffic through a different entrance point of your goal all of the above
- You recently set up a new AdWords campaign and you are interested in using Smart Goals to optimize your performance. Which of the following is a prerequisite to using Smart Goals?
- The linked AdWords account must have sent at least 1000 clicks to the selected Google Analytics view over the past 30 days .
- You must modify your tracking code to support Smart Goals data collection.
- You must enable “Smart Goals” in your property settings.
The selected Google Analytics account must have at least 500 sessions over the past 30 days.
- What is the main purpose of the Mutli-Channel funnel report?
- To show which goals are bringing in the most revenue
To evaluate the interaction and contribution of multiple channels in the conversion/purchase cycle for your site
- To analyze the funnel steps for multiple goals
- To see which channels resulted in the highest number of pageviews
- The User ID feature is commonly used with which of the following website layouts?
Users can create an account on your website and log in on all types of devices
- Users can navigate between your website and multiple subdomains within one session
- Users must navigate to a 3rd party shopping cart domain to complete a purchase
- You have content that displays on another domain through an iFrame
- True or False: When a new view is created, it will show the historical data from the first view you created for the property.
- Any new view will include all historical website data.
- Views will report data from the day they are created.
- Why would it be useful to assign a value to your goal in Google Analytics?
- Assigning a goal value allows you to track revenue from your conversions.
- Assigning a goal value allows you to compare goal conversions and measure changes and improvements to your site.
- Assigning a goal value allows you to use the Funnel Visualization report to analyze the conversion funnel on your website.
- Go to Audience > Mobile > Overview. Add a secondary dimension showing Traffic type in order to see the traffic coming from paid search
- Go to Acquisition > All traffic > Channels. Add a secondary dimension showing device category in order to see the paid search traffic coming from mobile
Both A and B are correct steps for determining the mobile ecommerce conversion rate for paid traffic
In Analytics you can only see traffic coming from desktop or from Mobile/tablet together. There is no way you can see mobile traffic only
- A) use Google Tag Manager for your Analytics tracking
B) be able to generate your own unique IDs
- create a new Analytics account for User ID reporting
- all of the above
- The Google Analytics SDK or tracking code sends campaign and traffic source data through a number of different field. Which of the following is one of the fields used to sends campaign or traffic source data?
Location
Campaign medium
- Device category
- Interest category
- What analysis tool would you use to analyze the behavior of new customers vs. returning customers on your website?
- Real Time reporting
- Segmentation
View filters
Multi-channel funnels
- You can compare behavior metrics for groups of users like Converters vs non Converters.
- You can analyze your users and/or their sessions according to single or multi-session conditions. You can isolate and analyze specific conversion paths using conversion segments.
- You can permanently modify the data in your view, for example excluding internal or bot traffic.
A,B, and C only
A,B,C & D
- You have defined goal X such that a particular PDF download qualifies as a goal conversion. A user comes to your site once and downloads this PDF 5 times. How many goal conversions will be recorded?
1
5
- C) 2
- D) 0
- What is the best analysis tool to use in order to see a traffic comparison of Converters vs. Non Converters?
View filters
Advanced Segments
- Report filters
- Custom Dimensions
- Which of the following is an advantage of implementing Google Tag Manager? You can add Google Analytics tags to your site without editing site code.
- You can add AdWords tags to your site without editing site code.
- You can add non-Google tags to your site without editing site code.
- You can change configuration values in your mobile app without rebuilding a new binary.
- All of these answers are correct.
- Which Analytics API allows you to access your Google Analytics account configuration data?
- Core Reporting API
- Embed API
Management API
You cannot access this data with an API
- What does the Time Lag report indicate?
- Time lag between goal completions
- Lag on the load time of the site
Time lag between the original session and a goal completion
Time lag between page views in the goal funnel
- Which dimension is not included in the Adwords reporting section of Google Analytics?
- Bid adjustment
- Keyword
Invalid click
Destination URL
TrueView Video ad
- A visitor comes to your site but stops looking at pages and generating events. Which of the following will occur by default?
- Google Analytics does not keep track of sessions by default
- The visitor’s session expires after 5 minutes of inactivity
The visitor’s session expires after 30 minutes of inactivity
The visitor’s session expires once the visitor has exited your site
- You define a Destination URL goal by
- creating a new dashboard to report only on the goal page
- adding the conversion ID to the tracking code on the goal page
editing the view Goals and specifying the request URL of the conversion page adding the ecommerce code to the goal page
- In the Multi-Channel funnel reports, which of the following metrics would be most useful in measuring how many conversions were initiated by Paid Search?
- Assisted Conversion Value
- Conversion Rate
First Interaction (Click) Conversions
none of these metrics
- Which reporting or data collection feature(s) do you get access to by activating Advertising Features in Google Analytics?
- Remarketing
- Interest Categories
- Demographic reporting
- B and C only
A, B, and C
- Your company runs a holiday email campaign for the month of December to drive newsletter signups. Which of the following metrics would be the most indicator of the campaign’s success?
- bounce rate
- session duration
- pageviews
conversion rate
- True or False: Once a view is deleted it cannot be restored.
- Deleted views cannot be restored at any time.
- You have 35 days to restore a view after it is deleted.
- What is the URL parameter that autotagging appends to an AdWords destination URL?
- userid=
- _ga=
gclid=
- clickid=
- utm=
- Which of the following features allows you to join the data generated by your offline business systems with the online data collected by Google Analytics?
- Custom dimensions
- Goal tracking
Data import
Custom channel groupings
- The Solutions Gallery allows you to import or share which of the following reporting tools or assets?
- Goals
- Segments
- Custom reports
- B & C only
A, B, and C
Annotations
Intelligence Events
- Real-Time
- D) Secondary Dimensions
- E) Advanced Segments
- True or False: If a user views one page of a website, completes an Event on this page, and then leaves the site, this session will be counted as a bounce in Google Analytics.
- True: A session is considered a “bounce” if the user views one page of the site and then leaves.
- False: Because there was more than one interaction hit in the session (pageview hit and event hit) this session would not be considered a bounce.
- Which report would you use to determine the percent of your site traffic that has already been to your site before?
Behavior – New vs returning report
- Behavior – Frequency & Recency report
- Interests – Affinity categories report
- All traffic – Referrals report
- Ecommerce – Sales performance report
- The Measurement Protocol is a standard set of rules for collecting and sending hits to Google
Analytics. Using the Measurement Protocol you can
- send data to Google Analytics from any web-connected device
- send data to Google Analytics from a kiosk or a point of sale system
- upload aggregated data tables to Google Analytics
A and B only
A, B, and C
- Which of the following is a hit type tracked by Google Analytics?
- page tracking hit
- event tracking hit
- ecommerce tracking hit
all of these are hit types tracked in Google Analytics
- Which of the following could be measured by defining a goal in Google Analytics?
- the percentage of visits that contain only one page view
- the percentage of visits that result in a site registration
- conversion rate
- the percentage of visits during which visitors spent at least two minutes on the site All of these could be measured by defining a goal in Google Analytics
- Which of the following would prevent destination goal conversions from being recorded?
- There was a misspelling in the URL of the goal definition.
- The tracking code is missing from the conversion page.
- The match type in the goal definition is incorrect.
- All of these would prevent a destination goal from recording.
- True or False: The order in which filters appear in your view settings matters.
- Filters are no necessarily executed in the order in which they appear.
- Filters are executed in the order in which they appear.
- Which of the following questions can be answered using the goal flow report?
- Do visitors usually start my conversion process from the first step or somewhere in the middle?
- All of these can be answered using the goal flow report.
- Is there a place in my funnel where traffic loops back to the beginning of the conversion process to start over?
- Are there any steps in my conversion process that don’t perform well on mobile devices compared to desktop devices?
- Are there a lot of unexpected exits from a step in the middle of my conversion funnel?
- Which of the following metrics would most strongly suggest a poorly performing landing page?
Bounce Rate > 90%
- % New Visits > 90%
- Session Duration > 5 minutes
- Bounce Rate < 90%
- None of these answers
- Which of the following attribution models would be useful for evaluating ads and campaigns that are designed to create initial awareness about a brand?
Last Interaction model
First Interaction model
- Linear model
- Last Non-Direct Click model
- 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?
Visits
Ecommerce Conversion Rate
- Page Value
- Bounce Rate
- Pages / Visit
- Which of the following is not a required parameter in the URL builder?
Campaign Name
Campaign Medium
Campaign Content
- Campaign Source
- All of these are required
Email traffic will always appear as referral and cannot be tracked separately.
Email is a default medium in Google Analytics and will automatically appear in your reports.
Email traffic can be tracked using manual tagging with UTM parameters