Google Analytics IQ (GAIQ) Exam Answers

During the assessment exam, you will get 70 different multiple-choice questions. You have to answer 80% correctly in less than 90 min. Please note that there are 100 possible different questions. Every time you pass the exam, you get 70 questions from those 100 randomly and in random order.

  • The duration of the exam is 90 minutes.
  • The exam has 70 questions.
  • The passing score is 80%
  • It has a validity period of 18 months
Google Analytics IQ

Table of Contents

What feature collects company-specific data such as Member Status?

  • Custom Filter
  • Event Tracking
  • Custom Dimension
  • Custom Metric

Explanation:

In many cases, you’ll have the option to use events, screen views, and/or a custom metric to track your most important metrics. However, custom metrics can produce more flexible and more readable custom reports and as such are a convenient way to track your most important metrics

Read more here: https://support.google.com/analytics/answer/2709828

To recognize users across different devices, what feature must be enabled?

  • Audience Definitions
  • Attribution Models
  • Google Ads Linking
  • User ID

Explanation:

The User ID enables the association of one or more sessions (and any activity within those sessions) with a unique and persistent ID that you send to Analytics. To implement the User ID, you must be able to generate your own unique IDs, consistently assign IDs to users, and include these IDs wherever you send data to Analytics. For example, you could send the unique IDs generated by your own authentication system to Analytics as values for the User ID. Any engagement, like link clicks and page or screen navigation, that happen while a unique ID is assigned can be sent and connected in Analytics via the User ID.

Read more here: https://support.google.com/analytics/answer/3123662

In Multi-Channel Funnel Reports, how are default conversions credited?

  • Second to last campaign, search, or ad
  • Equal credit along the conversion touchpoints
  • Last campaign, search, or ad
  • First campaign, search, or ad

Explanation:

The Multi-Channel Funnels reports are generated from conversion paths, the sequences of interactions (i.e., clicks/referrals from channels) that led up to each conversion and transaction. In the reports, channels are credited according to the roles they play in conversions—how often they assisted and/or completed sales and conversions. Conversion path data include interactions with virtually all digital channels.

Read more here: https://support.google.com/analytics/answer/1191180

What report indicates the pages of a website where users first arrived?

  • Landing Pages report
  • Pages report
  • Location report
  • All Pages report

Explanation:

The pages through which visitors entered your site are called landing pages.

What feature is required to send data from a web-connected device (like a point-of-sale system) to Google Analytics?

  • The Measurement Protocol
  • Data Import
  • Browser cookies
  • The Networking Protocol

Explanation:

The Measurement Protocol lets you send data to Analytics from any internet-connected device. It’s particularly useful when you want to send data to Analytics from a kiosk, a point of sale system, or anything that is not a website or mobile app

Read more here: https://support.google.com/analytics/answer/6086079

What is not considered a default “medium” in Google Analytics?

  • referral
  • google
  • organic
  • cpc

Explanation:

There are only 3 default medium in Google Analytics i.e Organic, Referral and None.

Google Analytics detects three mediums without any customization.

  • The first default medium is “organic.” It represents traffic that comes from organic, or unpaid, search results.
  • Another default medium is “referral.” Any traffic that comes to your site from another website that’s not a search engine will show up in your reports as a “referral.”
  • The final default medium is “(none).” This medium is applied only for users that come directly to your site by either typing your URL into a browser or clicking on a bookmark. In your reports, you will see these users have a source of “direct” and a medium of “(none).”

What is the set of rules that determines how sales and conversions get credited based on touch-points in the conversion path?

  • Attribution modeling
  • Conversion tracking
  • Channel Groupings
  • Multi-Channel Funnels

Explanation:

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.

Read more here: https://support.google.com/analytics/answer/1662518?hl=en

What data is Google Analytics Goals unable to track?

  • Customer’s lifetime value
  • Making a purchase
  • Signing up for a newsletter
  • Watching a video

Explanation:

In Google Analytics, goals measure how well your site or app fulfills your target objectives. It goes without saying that setting your goals is essential to get the most of your analytics data. For example, you can set goals as making a purchase, completing a game level, signing up or other. However, every interaction you track on your website can be sorted into one of for Google Analytics goal types – Destination, Duration, Pages/Visit, and Events. Note that Customer lifetime value is not considered as Goal in Google Analytics. After all, it’s not an interaction.

You can set up to 20 Goals per reporting view. If you need to tack more goals, you can create an additional view for that property.

Learn more on the official Google support website.

In Custom Reports, what must metrics and dimensions share in order to report accurately?

  • a – Same view
  • b – Same scope
  • c – Same Custom Report
  • d – Same index

Explanation:

Not every metric can be combined with every dimension. Each dimension and metric has a scope: user-level, session-level, or hit-level. In most cases, it only makes sense to combine dimensions and metrics that share the same scope.

Read more here: https://support.google.com/analytics/answer/1033861

What is used to create Smart Goals?

  • Machine-learning algorithms
  • Custom Reports
  • Analytics Goals
  • Remarketing audience

Explanation:

Smart Goals are configured at the view level. Smart Goals use machine learning to examine dozens of signals about your website sessions to determine which of those are most likely to result in conversions. Each session is assigned a score, with the “best” sessions being translated into Smart Goals.

Read more here: https://support.google.com/analytics/answer/6153083

Which three campaign parameters are recommended to manually track campaigns?

  • Medium, Source, and Content
  • Campaign, Content, and Term
  • Medium, Source, and Campaign
  • Source, Content, and Term

Explanation:

The URL Builder has six fields, but you generally need to use only Campaign Source, Campaign Medium, and Campaign Name.

Read more here: https://support.google.com/analytics/answer/1037445

Filters cannot perform what action on collected data?

  • Include data from specific subdomains
  • Include shopping preferences
  • Convert dynamic page URLs to readable text strings
  • Exclude traffic from particular IP addresses

Explanation:

View filters allow you 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.

Read more here: https://support.google.com/analytics/answer/6086075

If a user watches a video with event tracking three times in a single session, Analytics will count how many Unique Events?

  • 2
  • 6
  • 1
  • 3

Explanation:

If you see much times a single session, Google Analytics will only count 1 unique event.

What scope levels available for dimensions and metrics?

  • Event-level, duration-level, transaction-level, or user-level scope
  • Event-level, session-level, transaction-level, or user-level scope
  • Location-level, duration-level, product-level, or user-level scope
  • Hit-level, session-level, product-level, or user-level scope

Explanation:

Scope determines which hits will be associated with a particular custom dimension value. There are four levels of scope: product, hit, session, and user:

  • Product – value is applied to the product for which it has been set (Enhanced Ecommerce only).
  • Hit – value is applied to the single hit for which it has been set.
  • Session – value is applied to all hits in a single session.
  • User – value is applied to all hits in current and future sessions, until value changes or custom dimension is made inactive.

Read more here: https://support.google.com/analytics/answer/2709828#scope

Which assets cannot be shared in the Solutions Gallery?

  • Goals
  • Segments
  • Custom reports
  • Custom Dimensions

Explanation:

You can share Dashboards, Custom Reports, Segments, Goals, and Custom Attribution Models in the Solutions Gallery. Only configuration data is shared through the Solutions Gallery. When you create and share an asset, your personal information and Analytics data stays private in your account. And when you import an asset from the Solutions Gallery, only the template is imported into your account.

Read more here: https://support.google.com/analytics/answer/3314024

Which Goals are available in Google Analytics?

  • Destination, Event, Duration, Pages/Screens per Session
  • Location, Event, Time, Users per Session
  • Destination, Event, Pageview, Social
  • Pageview, Event, Transaction, Social

What report identifies browsers that may have had problems with a website?

  • a – The Active Users report
  • b – The Browser & OS report
  • c – The Source/Medium report
  • d – The New vs Returning report

Explanation:

If conversion rates are lower than average for particular browsers or platforms, browse the site with those browsers and platforms. Pay particularly close attention to landing pages, checkout forms and any pages that users must navigate in order to convert. Correct any usability issues you find with these pages.

Read more here: https://support.google.com/analytics/answer/2659291

What scope would be set for a Custom Dimension that reports membership status for a customer rewards program?

  • Session
  • Hit
  • Product
  • User

Explanation:

User-level scope allows you to conveniently group all of a user’s component sessions and hits by a single value. It is ideal for values that don’t change often for a particular use.

Read more here https://support.google.com/analytics/answer/2709828#example-user

What is not considered a “source” in Google Analytics by default?

  • email
  • (direct)
  • google
  • googlemerchandisestore.com

Explanation:

“Email” is not considered as a source in Google Analytics. “Email” comes under the “Medium”.

In Google Analytics, “Source” is the origin of your traffic. For example,  search engines, referral websites (domains). Note the difference between sources and mediums. Mediums are categories of the sources, for example, organic search (organic), cost-per-click paid search (cpc), web referral (referral).

So, in this case, email is not a source in Google Analytics.

Analyzing your website traffic sources can help marketers understand how well campaigns are working and how to optimize website content, advertising, and other marketing channels.

Learn more on the official Google support website.

If a user visits a web page with an embedded video, leaves without clicking on anything, and the session times out, how will Google Analytics report the session?

  • a – As an event
  • b – As a click
  • c – As a bounce
  • d – As an interaction

Explanation:

In Analytics, a bounce is calculated specifically as a session that triggers only a single request to the Analytics server, such as when a user opens a single page on your site and then exits without triggering any other requests to the Analytics server during that session.

Read more here: https://support.google.com/analytics/answer/1009409

What is not a benefit of Google Analytics Remarketing?

  • Show customized ads to customers who have previously visited your site
  • Allow customers to quickly reorder an item they have previously purchased
  • Create remarketing lists without making changes to your existing Analytics snippet
  • Create remarketing lists based on custom segments and targets

Explanation:

A remarketing audience is a list of cookies or mobile-advertising IDs that represents a group of users you want to re-engage because of their likelihood to convert. You create remarketing audiences based on user behavior on your site or app, and then use those audiences as the basis for remarketing campaigns.

Read more here: https://support.google.com/analytics/answer/2611268

What report provides data on how specific sections of a website performed?

  • Location report
  • Frequency and Recency report
  • Content Drilldown report
  • Top Events report

Explanation:

You can see the performance of your website’s specific sections under the “Content Drill Down” dimension in Google Analytics. To find this report in Google Analytics after login, click on Behaviour >> Site Content>> Content Drilldown. If your website does not has directory structure, you can group the content by defining the rule. Website’s directory structure is only shown under this report.

In Google Analytics, there are a lot of great undervalued reports. One of them is the Content Drilldown report. The Content Drilldown report is based on your website structure. It groups together sections of your site. You can then drill into the product pages to look at your most popular categories within the product pages.

This report is based on the URL structure. So, to get most of it you need proper URL structures on your website first of all.

What criteria could not be used to create a Dynamic Remarketing audience?

  • a – Users who returned an item they purchased
  • b – Users who viewed a homepage
  • c – Users who viewed a search result page on a website
  • d – Users who viewed product-detail pages

Explanation:

You can implement Dynamic Remarketing by using the preconfigured All Users list, creating more narrowly targeted lists lets you focus your ad content and budget where it will have the most impact. For example, users who have already added items to their shopping carts might need just a reminder or incentive to complete their transactions, while users who have only viewed the products may need more convincing about the overall value of the products.

By following the same procedure you use to create Remarketing Audiences, you can build segment-based Dynamic Remarketing Audiences using your new dimensions.

Read more here: https://support.google.com/analytics/answer/3457161

What report shows a visual representation of user interactions on a website?

  • Behavior Flow report
  • Landing Pages report
  • Content Drilldown report
  • Treemaps report

Explanation:

The Behavior Flow report visualizes the path users traveled from one page or Event to the next. This report can help you discover what content keeps users engaged with your site.

Read more here: https://support.google.com/analytics/answer/2785577

A new Custom Channel Group may be applied retroactively to organize data that has been previously collected.

  • True
  • False

Explanation:

When you create a Custom Channel Grouping at the user level or create a new Channel Grouping in a view, you:

  • Can immediately select it in reports.
  • Can apply it retroactively and see historical data classified by your new channel definitions.
  • Change how reports display your data, without changing the data itself.

Read more here: https://support.google.com/analytics/answer/6010097

When linking a Google Ads account to Google Analytics, what is not possible?

  • Import Analytics Goals and transactions into Google Ads as conversions
  • Adjust keyword bids in Google Ads from Google Analytics
  • View Google Ads click and cost data next to site engagement data in Analytics
  • Create remarketing lists in Analytics to use in Google Ads campaigns

Explanation:

When you link Google Ads and Analytics, you can:

  • Import Analytics metrics like Bounce Rate, Avg. Session Duration, and Pages/Session into your Google Ads account.
  • Enhance your Google Ads remarketing with Analytics Remarketing and Dynamic Remarketing.
  • See ad and site performance data in the Google Ads reports in Analytics.
  • Import Analytics goals and Ecommerce transactions into your Google Ads account.

But you cannot Adjust keyword bids in Google Ads from Google Analytics.

Read more here: https://support.google.com/analytics/answer/1033961

What asset is used to build a remarketing list?

  • Custom Dimension
  • Custom Segment
  • Custom Report
  • Custom Metric

If the Google Merchandise Store sets up a URL goal of “/ordercomplete” and a Match Type of “Begins with”, which of the following pages on www.googlemerchandisestore.com will NOT count as a goal?

  • /ordercomplete.php
  • /ordercomplete/index.html
  • /ordercomplete/thank_you.html
  • /order/complete.php

What does assigning a value to a Google Analytics Goal enable?

  • Track actual revenue from conversions
  • Track real-time business revenue
  • Analyze a website conversion funnel
  • Compare goal conversions and measure changes to a website

Although assigning a goal value is optional, we recommend you do so to help monetize and evaluate your conversions.

Explanation:

Read more here: https://support.google.com/analytics/answer/1012040

When does a default Analytics session expire?

  • When a user is inactive on a web page for more than 30 minutes
  • After 30 minutes, regardless of user activity on a web page
  • At noon every day
  • When a user opens a new browser window

Explanation:

In Google Analytics, session is the period of time a user is active on your site. Note, that by default, if a user is inactive for 30 minutes or more, any future activity is attributed to a new session. However, you can adjust this setting.  Users that leave your site and return within the expiration time limit are counted as part of the original session.

Sessions and campaigns end after a specific amount of time passes. By default, sessions end after 30 minutes of inactivity and campaigns end after six months. You can change the settings so sessions and campaigns end after the specified amount of time has passed.

Read more here: https://support.google.com/analytics/answer/2795871

What report indicates the last page users viewed before leaving a website?

  • Landing Pages report
  • All Pages report
  • Exit Pages report
  • Pages report

Google Analytics cannot collect data from which systems by default?

  • Offline inventory database
  • Websites
  • Online point-of-sale systems
  • Mobile devices

Explanation:

Google analytic cannot collect data from Offline inventory database by default. You need “Data import” for this job. Data Import lets you join the data generated by your offline business systems with the online data collected by Analytics. This can help you organize, analyze and act upon this unified data view in ways that are better aligned with your specific and unique business needs.

What would prevent data from appearing in a Custom Report?

  • Too many metrics in a Custom Report
  • A filter that removes all the data
  • Custom Report isn’t shared with users in the same view
  • Too many dimensions in a Custom Report

Explanation:

Adding filter limit the report to specific dimensions. This lets you restrict the data that appears in the report.

Learn more here: https://support.google.com/analytics/answer/1151300

Where should the Analytics tracking code be placed in the HTML of a webpage for data collection?

  • Just after the opening <head> tag
  • Just before the closing </body> tag
  • Just after the opening <body> tag
  • Just before the closing </head> tag

or

  • Just before the closing </body> tag of your website
  • Just after the opening <body> tag of your website
  • Just before the closing </head> tag of your website
  • Just after the opening <head> tag of your website

Explanation:

You just need to paste the entire snippet into the HTML on your web pages, just before the closing </head>tag.

This is a confusing question. Please note that the correct answer is “Just before the closing </head> tag” at the current version of Google Analytics Individual Qualification Exam in English. We will update this file if/when it changes. Note that in Google Analytics Academy assessments a correct answer is different to the same question -Just after the opening <head> tag. Moreover, if you take GAIQ exam in French the correct answer is also “Just after the opening <head> tag”.

Segments will not allow you to do what?

  • Create subsets of sessions or users
  • Permanently alter data
  • Build custom Remarketing lists
  • Isolate and analyze data

Explanation:

A segment is a subset of your Analytics data. For example, of your entire set of users, one segment might be users from a particular country or city. Another segment might be users who purchase a particular line of products or who visit a specific part of your site.

Segments let your isolate and analyze those subsets of data so you can examine and respond to the component trends in your business. You can also use segments as the basis for audiences.

Note that segments aren’t destructive, filters are.

To recognize users across different devices, what is required for User ID?

  • A new Analytics account for reporting
  • Google Tag Manager
  • Sign-in that generates and sets unique IDs
  • All of the above

Explanation:

The User ID enables the association of one or more sessions (and any activity within those sessions) with a unique and persistent ID that you send to Analytics. To implement the User ID, you must be able to generate your own unique IDs, consistently assign IDs to users, and include these IDs wherever you send data to Analytics. For example, you could send the unique IDs generated by your own authentication system to Analytics as values for the User ID. Any engagement, like link clicks and page or screen navigation, that happen while a unique ID is assigned can be sent and connected in Analytics via the User ID.

Read more here: https://support.google.com/analytics/answer/3123662

What channel is not included in the default Channels report?

  • Direct
  • Display
  • Organic Search
  • Device

Explanation:

The default system channel definitions reflect Analytics’ current view of what constitutes each channel in the Default Channel Grouping.

Default channels are Direct, Organic Search, Social, Email, Affiliates, Referral, Paid Search, Other Advertising and Display.

Read more here: https://support.google.com/analytics/answer/3297892

What is not a filter setting for data in views?

  • Modify
  • Include
  • Restore
  • Exclude

Explanation:

Use filters to limit or modify the data in a view. For example, you can use filters to exclude traffic from particular IP addresses, include only data from specific subdomains or directories, or convert dynamic page URLs to readable text strings.

In Google Analytics, you can use filters to limit or modify the data in a view. For example, you can use filters to exclude traffic from particular IP addresses. So, you can such filter parameters as include, exclude or modify. Restore is not a filter parameter.  i

Keep in mind that filtering permanently includes, excludes, or alters hits in that view. Therefore, you should ALWAYS maintain an unfiltered view of your data so you always have access to your full data set.ts.

Read more here: https://support.google.com/analytics/answer/1033162

What feature can join offline business systems data with online data collected by Google Analytics?

  • Data import
  • Goal tracking
  • User ID
  • Google Ads Linking

Explanation:

Data Import lets you join the data generated by your offline business systems with the online data collected by Analytics. This can help you organize, analyze and act upon this unified data view in ways that are better aligned with your specific and unique business needs. For example, as a web publisher, you could join hits collected by Analytics with data dimensions exported from your CMS and CRM systems to analyze the relative contributions of authors to your site.

Read more here: https://support.google.com/analytics/answer/3191589

Which reports indicate how website referrals, organic search, and ad campaigns assisted in conversions?

  • Goals reports
  • Acquisition reports
  • Multi-Channel Funnel reports
  • Ecommerce reports

Explanation:

By default, the channel labels that you see in Multi-Channel Funnels reports (Paid Search, Organic Search, Social Network, etc.) are defined as part of the MCF Channel Grouping. If you have specific analysis requirements, you may wish to create your own Custom Channel Grouping(s), each with its own set of labels. When you share a Custom Channel Grouping, only the configuration information is shared. Your data remains private. The following channel labels are defined as part of the MCF Channel Grouping and are the labels used by default in your reports. The channel definitions are not case sensitive.

Read more here: https://support.google.com/analytics/answer/1250116
https://support.google.com/analytics/answer/1191184

In Multi-Channel Funnel Reports, what channel would not be credited with a conversion?

  • Paid and organic search
  • Website referrals
  • Social network
  • Television commercials

If a Destination Goal is created for a newsletter sign-up and a user completes the newsletter sign-up three times in three separate sessions, how many Goal conversions will Google Analytics count?

  • 3
  • 2
  • 6
  • 1

Explanation:

Goals are configured at the view level. Goals can be applied to specific pages or screens your users visit, how many pages/screens they view in a session, how long they stay on your site or app, and the events they trigger while they are there.

Read more here: https://support.google.com/analytics/answer/1012040

What is a “dimension” in Google Analytics?

  • An attribute of a data set that can be organized for better analysis
  • The lifetime value of a user in a given date range
  • A report that offers different demographic information about your audience
  • A comparison of data between two date ranges

Explanation:

Dimensions are attributes of your data. For example, the dimension City indicates the city, for example, “Paris” or “New York”, from which a session originates. The dimension Page indicates the URL of a page that is viewed.

Read more here: https://support.google.com/analytics/answer/1033861

What feature is required to collect the number of comments users posted to a web page?

  • Custom Channel Groupings
  • Calculated Metric
  • Custom Dimension
  • Custom Metric

Explanation:

Custom metrics can produce more flexible and more readable custom reports and as such are a convenient way to track your most important metrics.
Read more here: https://support.google.com/analytics/answer/2709828?hl=en#example-metrics

Which metric reports on how often a channel contributes to a conversion prior to last-click attribution?

  • Primary conversion
  • Second-to-last-click attribution
  • Assisted conversion
  • Secondary conversion

Explanation:

Assist interaction is any interaction that is on the conversion path but is not the last interaction. If a channel appears anywhere—except as the final interaction—on a conversion path, it is considered an assist for that conversion. The higher these numbers, the more important the assist role of the channel.

Read more here: https://support.google.com/analytics/answer/1191204

What is the “Bounce Rate” in Google Analytics?

  • Percentage of visits when a user landed on a website and exited without any interactions
  • Number of times users returned to a website in a given time period
  • Percentage of total site exits
  • Percentage of sessions in which a user exits from a homepage

or

  • The number of times unique users returned to your website in a given time period
  • The percentage of visits when a user landed on your website and exited without any interactions
  • The percentage of sessions in which a user exits from your homepage
  • The percentage of total site exits

Explanation:

A bounce is a single-page session on your site. In Analytics, a bounce is calculated specifically as a session that triggers only a single request to the Analytics server, such as when a user opens a single page on your site and then exits without triggering any other requests to the Analytics server during that session.

Read more here: https://support.google.com/analytics/answer/1009409

What model represents the hierarchical structure of a Google Analytics account?

  • Data stream > Account > Property
  • Property > Account > Data stream
  • Property > Data stream > Account
  • Account > Property > Data stream

or

  • Property > Account > View
  • Account > Property > View
  • View > Account > Property
  • Account > View > Property

Explanation:

An account is your access point for Analytics, and the top-most level of organization. One or more Analytics accounts can belong to an organization.

Read more here: https://support.google.com/analytics/answer/1009618

To increase the speed at which Google Analytics compiles reports, what action could be taken?

  • Choose “Faster response” in the sampling pulldown menu
  • Apply an advanced filter to the report
  • Remove any filters on the view
  • Choose “Greater precision” in the sampling pulldown menu

Explanation:

At the top of the report, below the date range selector, select Faster response, less precision or Slower response, greater precision. Your data automatically refreshes using the new setting. Your preference is saved across all of your reports, but resets after you close Analytics.

Read more here: https://support.google.com/analytics/answer/1733979

What campaign parameter is not available by default in Google Analytics ?

  • utm_content
  • utm_source
  • utm_medium
  • utm_adgroup

Which kinds of hits does Google Analytics track?

  • Pageview
  • Event
  • Transaction
  • All of the above

An interaction that results in data being sent to Analytics. Common hit types include page tracking hits, event tracking hits, and ecommerce hits.

Explanation:

Each time the tracking code is triggered by a user’s behavior (for example, user loads a page on a website or a screen in a mobile app), Analytics records that activity. Each interaction is packaged into a hit and sent to Google’s servers.

Read more here: https://support.google.com/analytics/answer/6086082

What metric-dimension combination is not valid?

  • Avg. Time on Page / Device Category
  • Sessions / Bounce rate
  • Sessions / Source
  • Total Events / User Type

Explanation:

In Google Analytics, every website visitor has a corresponding source and medium. For example, google/organic, example.com/referral, and newsletter1/email. Source and Medium are default source dimensions in Google Analytics.

Tip: Don’t confuse sources with mediums as it often happens. Source is the origin of your traffic. While Medium is a category of a traffic source.

Learn more on the official Google support website.

Which reports indicate how traffic arrived at a website?

  • Demographics
  • Geo
  • All Traffic
  • Behavior

Explanation:

All the websites that send traffic to your website come under “Referrals” in Google Analytics. You can reach to “Referrals” through “All Traffic” under “Acquisition” tab.

Understanding how users arrive at your website or application is very important. In Google Analytics, the PPC campaigns, search engine, social media, and other sources that send users to your website are known as traffic sources. You can analyze your traffic sources and see associated data in All Traffic reports.

The All traffic report is one of the most important reports in Google Analytics. However, even your main traffic sources will vary depending on the type of website you own, a healthy site will have a good balance of traffic from all four sources.

You never want to have all your eggs in one basket. Depending on only one traffic source, like PPC or social media, is increasing risks for your online business.

Learn more on the official Google support website.

In views that don’t have data import enabled, Custom Dimensions values may be viewed for dates before the Custom Dimension was created.

  • TRUE
  • FALSE

Explanation:

You need to understand that Custom dimensions and custom metrics are like default dimensions and metrics in your Analytics account, except you create them yourself. You can use them to collect and analyze data that Analytics doesn’t automatically track. And Data Import lets you upload data from external sources and combine it with data you collect via Analytics. So, there is no way to see the custom dimension value before creating the custom dimension.

Custom Dimensions can be used as what?

  • Primary dimensions in Custom Reports
  • Secondary dimensions in Custom Reports
  • Secondary dimensions in Standard reports
  • All of the above

Explanation:

In Google Analytics, custom dimensions and also custom metrics are like default dimensions and metrics. The only difference is that you create them yourself. Custom dimensions can be used in various scenarios.  In general, you should use custom dimensions and custom metrics to collect and analyze data that Google Analytics doesn’t automatically track. Note that, custom dimensions can appear as primary dimensions in Custom Reports. You can also use them as Segments and secondary dimensions in standard reports.

So, in this case, Custom Dimensions can be used as what? Obviously, you can use them Primary dimensions in Custom Reports, also as Secondary dimensions in both standard and Custom reports.

Tip: Keep in mind that Custom dimensions Care only available for properties that have either been enabled for Universal Analytics or contain at least one app reporting view.

Learn more on the official Google support website.

What feature must be enabled to use Multi-Channel Funnels?

  • Custom Dimensions
  • Advertising Features
  • Goals or Ecommerce
  • In-page Analytics

Explanation:

The Multi-Channel Funnels reports are generated from conversion paths, the sequences of interactions (i.e., clicks/referrals from channels) during the 90 days1 that led up to each conversion and transaction. Analytics compiles conversion path data for any Goal or Ecommerce transaction you define.

Read more here: https://support.google.com/analytics/answer/1191182

What data table display compares report metrics to the website average?

  • Pivot
  • Percentage
  • Performance
  • Comparison

Explanation:

In Google Analytics, you can choose different types of reports. Also, you can use different tables to display data. For example, pivot tables, flat tables etc. If you want a data table which compares metrics to the website average, you should us comparison tables. This report is great for identifying the winners and the losers in the data groups.

By default, the Comparison table compares metrics against a site’s average.  Note, that you can also compare against your sites historical data range.

Learn more on the official Google support website.

View filters are applied in what order?

  • Creation date
  • Random order
  • Sequential order
  • Alphabetical order

Explanation:

By default, view filters are applied to the 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.

Read more here: https://support.google.com/analytics/answer/1034823

Auto-tagging is used to collect data from what kind of traffic?

  • Social media traffic
  • Social media traffic
  • Google Ads Campaign traffic
  • Website referral traffic

Explanation:

Auto-tagging is the recommended approach and ensures that you get the most detailed AdWords data.

Read more here: https://support.google.com/analytics/answer/1033981

What report indicates where users start or exit the conversion funnel?

  • Goal Flow
  • Treemaps
  • Cohort Analysis
  • User Timings

Explanation:

You can use this report to see alternative entrance points for your goal. Move the Connections slider to the right to expose more pathways, and you can see things like how much direct traffic there was to your goal (bypassing the funnel steps), and whether organic search was taking users to promotional content or straight to your goal.

Read more here: https://support.google.com/analytics/answer/1686005

Which parameters can be included with an event hit for reporting?

  • Event, Category, Action, Label
  • Category, Action, Label, Unique Events
  • Category, Action, Label, Value
  • Category, Action, Label, Total Events

Explanation:

Events are user interactions with content that can be tracked independently from a web page or a screen load.An Event has the following components. An Event hit includes a value for each component, and these values are displayed in your reports.

  • Category
  • Action
  • Label (optional, but recommended)
  • Value (optional)

Read more here: https://support.google.com/analytics/answer/1033068

What Remarketing audiences cannot be defined by default?

  • Users who visited a specific page on a website
  • Users who visited a physical store
  • Users who speak a particular language
  • Users who played a video on a website

To track users and sessions across multiple domains, what first must be set up?

  • Data Import
  • Ad Exchange Linking
  • Cross-domain tracking
  • Google Ads Linking

Explanation:

When you set up cross domain tracking, you can collect data from multiple websites into a single account property. This lets you see data from different sites in the same reporting view.

Read more here: https://support.google.com/analytics/answer/1034148

When the same default tracking code is installed on pages with different domains, what will result?

  • Analytics will associate users and sessions with a single domain
  • Analytics will not associate users and sessions with any domain
  • Analytics will send an alert about duplicate data collection
  • Analytics will associate users and sessions with their respective domains

Explanation:

One of the first things you should know about when using and configuring Analytics is how the domain of the web property you are tracking is defined as a “site” for the purposes of viewing your reports. The default setup of the tracking code is designed to make it easy for you to track traffic to a single domain or subdomain (e.g. a single website URL) that does not share user data with other domains or sub-domains.

For example, if your pet store URL is dogs.example.com and you install the tracking code with its web property ID on those pages, tracking is automatically set up to track user data only for this single URL. In a similar way, if you own the primary domain, such as www.example.com, and you install tracking for all pages on this site, user and referral traffic is recorded separately for www.example.com.

Read more here: https://support.google.com/analytics/answer/6205202

What feature would be used to collect how many times users downloaded a product catalog?

  • Custom Report
  • Event Tracking
  • Calculated Metrics
  • Custom Dimension

Explanation:

Events are user interactions with content that can be tracked independently from a web page or a screen load. Downloads, mobile ad clicks, gadgets, Flash elements, AJAX embedded elements, and video plays are all examples of actions you might want to track as Events.

Read more here: https://support.google.com/analytics/answer/1033068

What is a “secondary dimension” in Google Analytics?

  • An additional report dimension for more specific analysis
  • A dashboard widget that offers more specific analysis
  • A visualization to understand the impact of data
  • An additional report metric for more specific analysis

Explanation:

Secondary dimension actually let you analyze the report more specifically.

When will Google Analytics be unable to identify sessions from the same user by default?

  • a – When the sessions happen in the same browser on the same deviceAn additional report dimension for more specific analysis
  • b – When the sessions share the same browser cookie
  • c – When the sessions happen in different browsers on the same device
  • d – When the sessions happen in the same browser on the same day

Explanation:

If the session is happening by the same user, on the same device but in different browser, it will be treated as a session from new user by Google Analytics.

What report shows which web pages get the most traffic and highest engagement?

  • Frequency and Recency report
  • Active Users report
  • Engagement report
  • All Pages report

View filters may be applied retroactively to any data that has been processed.

  • False
  • True

Explanation:

View Filter is a configuration setting that allows you to add, remove or modify your data during processing before it is displayed in your reports. But it is wrong to say that View filters may be applied retroactively to any data that has been processed.

Read more here: https://support.google.com/analytics/answer/6086075

What report shows the percentage of traffic that previously visited a website?

  • Behavior > Frequency and Recency report
  • Interests > Affinity categories report
  • All traffic > Referrals report
  • Behavior > New vs returning report

Explanation:

Numerous studies have shown that websites tend to have more new visitors and fewer returning visitors. But the returning visitors tend to have higher engagement – they bounce less, view more pages per session, and have higher session durations.

You can use new vs. returning report to see the percentage of traffic that previously visited a website.

Once filters have been applied, what is the option to recover filtered data?

  • Filtered data is not recoverable
  • Data may be recovered within 10 days
  • Data may be recovered within 30 days
  • Data may be recovered within 5 days

Explanation:

Filters are destructive. Filtering your incoming hits permanently includes, excludes, or alters those hits in that view, according to the type of filter. Therefore, you should ALWAYS maintain an unfiltered view of your data so you always have access to your full data set. Filtered data is not recoverable.

For autotagging, what parameter does Google Ads include in the destination URL?

  • adid=
  • urlid=
  • utm=
  • gclid=

Explanation:

If you don’t see the gclid parameter appended to your URLs after the page is fully loaded, then it’s likely that your website isn’t configured to handle query parameters in a way that lets auto-tagging work.

Read more here: https://support.google.com/analytics/answer/2938246

What report shows the percent of site traffic that visited previously?

  • Sales Performance report
  • Frequency & Recency report
  • Referrals report
  • New vs Returning report

Explanation:

New V/s Returning visitor report let you analyse your website’s usability. You can see the percent of visitors returning to your site. It shows how effective and efficient your website is!

What report shows users who initiated sessions over 1-day, 7-day, 14-day, and 30-day periods?

  • Active Users report
  • User Explorer report
  • Users Flow report
  • Cohort Analysis report

Explanation:

The metrics in the Active Users Report are relative to the last day in the date range you are using for the report.

Read more here: https://support.google.com/analytics/answer/6171863

To view accurate data in a Custom Report, what action should be avoided?

  • Pair metrics and dimensions of different scopes
  • Use multiple dimensions together in the same report
  • Create a report with Custom Metrics
  • Use a Custom Dimension as a primary dimension

Explanation:

In Google Analytics, each dimension and metric has a scope. In most cases, you want only to combine the dimensions and metrics of the same scope. Also, it’s important to understand the difference between metrics and dimensions. While a dimension is characteristic of an object that can be given different values, or in other words “describes data”, a metric “measures data”. A metric is an element of dimension measures in numbers, as a sum or ratio.

Dimension & Metric explorer is a great tool to check dimensions &  metrics combinations. With this tool, you can find out valid combinations, sort them by features, explore all possible metrics and dimensions, and more.

How would a view filter be configured to include only users from Brazil and Argentina?

  • Filter 1: include Brazil > Filter 2: include Argentina
  • Filter 1: include Argentina > Filter 2: include Brazil
  • Filter 1: include Brazil or Argentina
  • Filter 1: exclude all countries except Brazil and Argentina

Explanation:

OR condition is used when you want to choose the value of any one between two. That is why a view filter [include Brazil or Argentina] would be configured to include only users from Brazil and Argentina.

What cannot be collected by the default Analytics tracking code?

  • Device and operating system
  • User’s favorite website
  • Page visits
  • Browser language setting

Views can include website data collected before the view was created.

  • FALSE
  • TRUE

Explanation:

A reporting view is the level in an Analytics account where you can access reports and analysis tools. Analytics automatically creates one unfiltered view for every property in your account, but you can set up multiple views on a single property. Any data you send to an Analytics property automatically appears in all views associated with that property.

Read more here: https://support.google.com/analytics/answer/2649553

What report shows which types of mobile devices visited a website?

  • Technology > Network report
  • Site Content > Landing Page report
  • Mobile > Devices report
  • All Traffic > Source/Medium report

Explanation:

With this (Mobile > Devices report) report, you can find out how many users you acquired on one type of device convert on that same type of device, how many convert on a different type of device, and how many don’t convert at all.

Read more here: https://support.google.com/analytics/answer/3123672

Within how many days can a deleted view be restored?

  • 25
  • 5
  • 35
  • 15

Explanation:

A view is permanently deleted 35 days after being moved to the Trash Can. Once deleted, the view is gone, and we are not be able to retrieve any historical data or reinstate the reports. This includes any setting and configuration preferences, like Goals and user permissions, but does not include data saved at the property or account level.

Read more here: https://support.google.com/analytics/answer/1009621

What is not a benefit of using segments to analyze data?

  • Isolate and analyze specific conversion paths using conversion segments
  • Permanently modify the data in a view
  • Analyze users by single or multi-session conditions
  • Compare behavior metrics for groups of users like Converters vs non Converters

Explanation:

A segment is a subset of your Analytics data. Segments let you isolate and analyze those subsets of data so you can examine and respond to the component trends in your business. You can also use segments as the basis for audiences. A segment is made up of one or more non-destructive filters (filters that do not alter the underlying data). Those filters isolate subsets of users, sessions, and hit.

In Google Analytics, a segment is a subset of your Analytics data. In General, they let you isolate and analyze those subsets of data for better analysis. You can also use segments as the basis for audiences. It’s important to understand, that segments do not permanently modify data in views as filters. However, you should always keep the original view to have a “back up” if you apply to filters and permanently alter data. But it converns filters, not segments.

Read more here: https://support.google.com/analytics/answer/3123951

What type of Custom Report shows a static sortable table with rows of data?

  • Flat Table
  • Explorer
  • Map Overlay
  • Pivot Table

Explanation:

  • Explorer: The standard Analytics report. Includes a line graph and a data table that includes dynamic elements like a search/sort option and secondary dimensions.
  • Flat Table: A static, sortable table that displays data in rows.
  • Map Overlay: A map of the world. Different regions and countries display in darker colors to indicate traffic and engagement volume.

Read more here: https://support.google.com/analytics/answer/1151300

What feature is required to track customer search terms on a website?

  • Enhanced Ecommerce
  • Site Search
  • Data Import
  • Search filters

Explanation:

If you want to understand how your website visitors use search function, and what search terms they enter, you should set up a site search in Google Analytics. This feature is very important optimizing your UX. Understanding what visitors are looking for could give your ideas how to improve your website’s structure, optimize your content, menus, and much more.

Site Search must be set up for each reporting view.

Site Search lets you understand the extent to which users took advantage of your site’s search function, which search terms they entered, and how effectively the search results created deeper engagement with your site.

Read more here: https://support.google.com/analytics/answer/1012264

What is a “metric” in Google Analytics?

  • The numbers in a data set often paired with dimensions
  • The dates in a date range
  • A segment of data separated out in a report for comparison
  • A dimension that can help analyze site performance

Explanation:

Metrics are quantitative measurements. The metric Sessions is the total number of sessions. The metric Pages/Session is the average number of pages viewed per session.

Read more here: https://support.google.com/analytics/answer/1033861

What criteria cannot be used to create a Custom Segment?

  • Ad type
  • Dimensions
  • Metrics
  • Sequences of user actions

Explanation:

The segment builder lets you create the component filters of a segment based on Analytics dimensions and metrics. You choose a dimension or metric, a comparative operator, and you enter a value to set the condition for the filter.

Conditions and Sequences filters are also based on dimensions and metrics. they offer additional options. Sequences filters let you determine whether the sequence begins with the first user interaction or with any user interaction.

Read more here: https://support.google.com/analytics/answer/3124493

Which default traffic source dimensions does Google Analytics report for each website visitor?

  • Campaign and Ad Content
  • Source and Campaign
  • Source and Medium
  • Campaign and Medium

Explanation:

Source/Medium is a dimension that combines the dimensions Source and Medium. Examples of Source/Medium include google/organic, example.com/referral, and newsletter9-2014/email.

In Google Analytics, every website visitor has a corresponding source and medium. For example, google/organic, example.com/referral, and newsletter1/email. Source and Medium are default source dimensions in Google Analytics.

Tip: Don’t confuse sources with mediums as it often happens. Source is the origin of your traffic. While Medium is a category of a traffic source.

Learn more on the official Google support website.

Which user characteristic may NOT be used to change keyword bids in Google Ads?

  • time of day
  • location
  • device
  • ad preference

When does the Analytics tracking code send a pageview hit to Google Analytics?

  • a – Every time a user adds an item to an online shopping cart
  • b – Every time a user clicks a video on a website
  • c – Every time a user searches on a website
  • d – Every time a user loads a webpage with embedded tracking code

Explanation:

A pageview is defined as a view of a page on your site that is being tracked by the Analytics tracking code. If a user clicks reload after reaching the page, this is counted as an additional pageview. If a user navigates to a different page and then returns to the original page, a second pageview is recorded as well.

Read more here: https://support.google.com/analytics/answer/1257084#pageviews_vs_unique_views

What campaigns require manual tags on destination URLs for tracking?

  • None of the above
  • Google Ads campaigns
  • Autotagged campaigns
  • Email campaigns

Explanation:

By adding campaign parameters to your URLs, you can identify the campaigns that send traffic to your site. When a user clicks a referral link, these parameters are sent to Analytics, so you can see the effectiveness of each campaign in your reports. Google Adwords gives you an option to track campaign using auto-tagging.

Read more here: https://support.google.com/analytics/answer/1033863

What filter would only include data from a campaign titled “Back to School” in Campaign reports?

  • a – Custom Include filter with field “Page Title” and pattern “back to school”
  • b – Custom Include filter with field “Campaign Name” and pattern “back to school”
  • c – Custom Search and Replace filter with field “Campaign Name”, string “back to school”, and pattern “include”
  • d – Predefined Include filter with “traffic to the hostname” “that are equal to” “back to school”

Explanation:

Include Filters are applied with the reverse logic. When you apply an Include Filter, the hit is thrown away if the pattern does not match the data. If you apply multiple Include Filters, the hit must match every applied Include Filter in order to save the hit.

Read more here: https://support.google.com/analytics/answer/1034832

What scope applies to Custom Metrics?

  • Customer
  • Session
  • Hit
  • User

What report compares metrics based on user acquisition date over a series of weeks?

  • User Explorer
  • Active Users
  • Users Flow
  • Cohort Analysis

Explanation:

Cohort analysis helps you understand the behavior of component groups of users apart from your user population as a whole. Examples of how you can use cohort analysis include to see how the behavior and performance of individual.

Read more here: https://support.google.com/analytics/answer/6158745

The default session timeout duration in Google Analytics is how many minutes?

  • 5
  • 10
  • 30
  • 20

Explanation:

Sessions and campaigns end after a specific amount of time passes. By default, sessions end after 30 minutes of inactivity and campaigns end after six months. You can change the settings so sessions and campaigns end after the specified amount of time has passed.

Read more here: https://support.google.com/analytics/answer/2795871

What data does Google Analytics prohibit collecting?

  • Product SKU(s)
  • Billing city
  • Purchase amount
  • Personally identifable information

Explanation:

The Google Analytics terms of service, which all Google Analytics customers must adhere to, prohibit sending personally identifiable information (PII) to Google Analytics. PII includes any data that can be used by Google to reasonably identify an individual, including (but not limited to) names, email addresses, or billing information.

Read more here: https://support.google.com/analytics/answer/6004245

Using a standard Google Analytics configuration, which characteristics cannot be used to create a custom segment?

  • Users 25 to 34 years old who have their browser set to Spanish
  • Users who engaged in a social media or email campaign
  • Users who viewed a page on a website, then watched a video
  • Users who are female and have children

Sampling is applied to reports before segmentation.

  • TRUE
  • FALSE

Explanation:

Analytics applies segments after it samples the property-level data, and after it applies filters, which can also reduce the number of sessions included in a sample.

Read more here: https://support.google.com/analytics/answer/2637192

If a web page visitor clears the Analytics cookie from their browser, what will occur?

  • All of the above
  • Analytics will set a new browser cookie the next time a browser loads a tracked page
  • Analytics will set a new unique ID the next time a browser loads a tracked page
  • Analytics will not be able to associate user behavior data with past data collected

Explanation:

It’s important to understand that Google Analytics doesn’t track users or people. It tracks browsers. Google Analytics uses cookies to track visitors and collect data. So, if the user clears cookies from their browser, Google Analytics will not be able to associate behavior data with collected data. Also, to continue tracking Analytics will set a new unique ID and a new browser cookie.

So, in this example, all options are correct. If a web page visitor clears the Analytics cookie from their browser, GA won(t be able to associate data. Also, will set cookies and the new unique ID the next time browser will load the page with tracking code.

Keep in mind that you can opt out if you don’t want Google Analytics to set cookies.

Learn more on the official Google support website.

Which reports require the activation of Advertising Features?

  • Geo reports
  • Cohort Analysis reports
  • Real-time reports
  • Demographics and Interests reports

Explanation:

To make the Demographics and Interests data available in Analytics, you need to update Analytics to support Advertising Reporting Features and enable the Demographics and Interests reports.  When you enable Advertising Reporting Features, you allow Analytics to collect additional information from the DoubleClick cookie (web activity) and from Device Advertising IDs (app activity).

Read more here: https://support.google.com/analytics/answer/2819948

When does the tracking code send an event hit to Google Analytics?

  • Every time a user performs an action with pageview tracking implemented
  • Every time a user adds an event to their calendar
  • Every time a user performs an action with event tracking implemented
  • Every time a user makes a reservation

Sharing a Custom Report will share the report configuration and data included in the report.

  • TRUE
  • FALSE

Explanation:

When you share a Custom Report, only the configuration information is shared. Your data remains private.

You can read more here: https://support.google.com/analytics/answer/1326774?hl=en


Published on: 2022-11-28
Updated on: 2023-01-09

Avatar for Isaac Adams-Hands

Isaac Adams-Hands

Isaac Adams-Hands is the SEO Director at SEO North, a company that provides Search Engine Optimization services. As an SEO Professional, Isaac has considerable expertise in On-page SEO, Off-page SEO, and Technical SEO, which gives him a leg up against the competition.