Google Analytics Certification Exam 1 — Questions and Answers

Question 1: Which are the four main part of the Google Analytics platform?

Configuration, Collection, processing and reporting
Collection, Configuration, processing and Reporting (Correct answer)
Collection, Processing, Reporting and Recollection
Collection, Processing, Continuation and Reporting

Correct answer: Collection, Configuration, processing and Reporting

The Google Analytics platform operates through a systematic process. Data is first **Collected** from user interactions, then **Configured** according to tracking settings and filters, subsequently **Processed** into meaningful metrics and dimensions, and finally presented in **Reports** for analysis. These four stages represent the core functionality of how Google Analytics handles data.

Question 2: Setting up goals allow you to see _______.

Ecommerce revenue
Bounce Rate
A list of transactions (Correct answer)
Conversion Rates

Correct answer: A list of transactions

While goals track various conversions, for e-commerce sites, a primary use of goals is to track successful purchases, which are recorded as transactions. Setting up e-commerce goals specifically allows you to see a detailed list of these transactions, including revenue and product information. Conversion rates are a metric derived from these goals, not what the goals directly show as a list.

Question 3: You have 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 more helpful in showing you whether a keyword is part of a conversion path?

Bounce Rate
Visits
Assisted Conversions (Correct answer)
Clicks

Correct answer: Assisted Conversions

Assisted Conversions is a specific metric designed to show how often a channel, such as a keyword, contributed to a conversion without being the final interaction. Since users are visiting multiple times before converting, this metric is crucial for understanding the full multi-touch conversion path and identifying keywords that play an important, albeit not final, role in driving conversions.

Question 4: Which campaign tracking variables are required in order to ensure accurate data shows for your campaign in the “All Traffic” report?

utm_campaign, utm_source, utm_medium (Correct answer)
utm_source, utm_term, utm_content
utm_term
utm_medium, utm_campaign
utm_content

Correct answer: utm_campaign, utm_source, utm_medium

For Google Analytics to accurately categorize and report on custom campaign traffic, three UTM parameters are mandatory: utm_source (identifies the origin, e.g., 'google'), utm_medium (identifies the medium, e.g., 'cpc'), and utm_campaign (identifies the specific campaign, e.g., 'spring_sale'). Without all three, Google Analytics cannot properly attribute the traffic to a specific campaign in your reports.

Question 5: A visitor comes to your site but stop looking at pages and generating events. Which of the following will occur by default?

The visitor’s session expires after 30 minutes of inactivity (Correct answer)
Google Analytics does not keep track of session by default
The visitor’s session expires after 5 minutes of inactivity
The visitor’s session expires once the visitor has exited your site

Correct answer: The visitor’s session expires after 30 minutes of inactivity

By default, a Google Analytics session is designed to expire after 30 minutes of inactivity. If a user stops interacting with the website (no page views, events, or other hits), the current session will automatically end after this 30-minute period, and any subsequent activity by the same user would initiate a new session.

Question 6: 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
An unfiltered view ensures that the original data can always be accessed (Correct answer)
You will need to configure your goal in the unfiltered view
There is no reason to maintain an unfiltered view

Correct answer: An unfiltered view ensures that the original data can always be accessed

Filters in Google Analytics permanently modify the data that enters a view. If you apply a filter that excludes certain data, that data is irreversibly removed from that specific view. Maintaining at least one unfiltered view ensures that you always have access to the complete, raw data, which is essential for troubleshooting, auditing, or if you need to re-evaluate your filtering strategy.

Question 7: In which of the following circumstances would you want to increase the default session timeout length in Google Analytics?

The default session timeout length is set dynamically by Google Analytics and you cannot change it.
You need to start collecting real-time data
The average length of video on your site is 35 minutes. (Correct answer)
User typically spends less than 2 minutes on each page of your site.

Correct answer: The average length of video on your site is 35 minutes.

The default session timeout in Google Analytics is 30 minutes. If users are engaging with content that lasts longer than this, such as a 35-minute video, their continuous interaction would be prematurely split into multiple sessions. Increasing the session timeout ensures that these longer, uninterrupted user engagements are accurately recorded as a single session, providing a more precise understanding of user behavior.

Question 8: You want to see the percentage of session in which a specific button was clicked. Which of the following would be most useful?

Set up a dashboard
Set up Real-Time reporting
Set up a custom report (Correct answer)
Set up an event goal

Correct answer: Set up a custom report

To calculate the percentage of sessions in which a specific button was clicked, you would typically track the button click as an event. While event goals can count clicks, a custom report offers the flexibility to combine event data with session data and create a calculated metric (e.g., (Total Button Clicks / Total Sessions) * 100) to display this specific percentage, which isn't readily available in standard reports.

Question 9: Which of the following would be valid segment to consider using to analyze traffic pattern in your data?

Traffic by time of day
Traffic by marketing channel
Traffic by geography
Traffic by device category
All of these answers are correct (Correct answer)

Correct answer: All of these answers are correct

Segments in Google Analytics are powerful tools for isolating and analyzing specific subsets of your data. Traffic patterns can be meaningfully analyzed by various characteristics, including the time of day, the marketing channel that brought users to the site, their geographical location, and the type of device they are using. All these options represent valid and common ways to segment data for deeper insights.

Question 10: You want to see conversion rates for Windows visits coming from London. Which of the following dimensions would you need to select?

City and Goal Conversion Rate as a secondary dimension
Goal Conversion Rate and City as a secondary dimension
Operating System and City as a secondary dimension (Correct answer)
Anyone of these options.

Correct answer: Operating System and City as a secondary dimension

To analyze conversion rates for "Windows visits coming from London," you need to use dimensions that represent both the operating system and the geographic location. In Google Analytics, you can select 'Operating System' as a primary dimension and then add 'City' as a secondary dimension. This combination will allow you to view data, including conversion rates, specifically for Windows users from London.

Question 11: You need to immediately need to find out whether people are viewing the new content that you just added today. Which of the following would be most useful?

Annotations
Real-Time (Correct answer)
Secondary Dimensions
Intelligence Alert

Correct answer: Real-Time

Real-Time reports in Google Analytics provide immediate, up-to-the-minute data on current user activity on your website. If you've just added new content and need to instantly verify if people are viewing it, the Real-Time report is the most effective tool. It shows active users, page views, and events as they happen, offering instant feedback on recent changes.

Question 12: Which of the following metrics shows the number of times your ads were displayed?

Clicks
Pageviews
Visits
Impressions (Correct answer)
CTR

Correct answer: Impressions

Impressions specifically measure how many times an ad was shown to users, regardless of whether they clicked on it. This metric is crucial for understanding the reach and visibility of advertising campaigns, differentiating it from clicks which measure user engagement.

Question 13: 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

Segments
Analytics Intelligence
Dimension Widening (Correct answer)
Annotations
Custom Reports

Correct answer: Dimension Widening

Dimension Widening, also known as Data Import, allows you to upload external data (like author names associated with article IDs) and join it with your existing Google Analytics data. This enables you to create custom reports using new dimensions, such as 'Author,' that aren't collected by default.

Question 14: What is the purpose of the URL Builder?

To generate URL tracking parameters that need to be appended to an organic search result
To generate a URL with tracking parameters (Correct answer)
Using the URL builder is required in order to track Adwords visits
To optimize landing page

Correct answer: To generate a URL with tracking parameters

The URL Builder (or Campaign URL Builder) is a tool used to add custom campaign parameters (like source, medium, campaign, content, and term) to URLs. These parameters allow Google Analytics to accurately track the performance of specific marketing campaigns, especially for non-Google Ads traffic, by providing detailed insights into where users are coming from.

Question 15: Specifying a goal value allows Google Analytics to calculate _________________.

Bounce Rate
Ecommerce Revenue
Revenue per Click (Correct answer)
Average Order Value

Correct answer: Revenue per Click

When you assign a monetary value to a goal in Google Analytics, the system can then calculate metrics like 'Revenue per Click' (RPC) or 'Revenue per Visit.' This helps in understanding the financial impact of different traffic sources and campaigns by quantifying the average revenue generated each time a user clicks on an ad or visits the site and completes a goal.

Question 16: Your Multi-Channel Funnel reports have no data. What is the most likely reason?

You haven’t enabled demographic data
You haven’t implemented Goals or Ecommerce (Correct answer)
You are not using Google Tag Manager
You are not using content experiments
You haven’t set up Goal Funnels

Correct answer: You haven’t implemented Goals or Ecommerce

Multi-Channel Funnel reports are designed to show the various touchpoints (channels) a user interacts with before completing a conversion. Without defined Goals or Ecommerce tracking implemented, Google Analytics has no conversions to attribute to these channels, resulting in empty reports.

Question 17: You should add Analytics tracking code to your site_______________________.

Before documenting business objective
After implementation planning (Correct answer)
At the beginning of your fiscal year only
During measurement planning

Correct answer: After implementation planning

Adding the Analytics tracking code should occur after thorough implementation planning. This ensures that the code is correctly placed, configured for specific tracking needs (like custom dimensions or events), and aligns with the overall measurement strategy, preventing data collection errors or omissions.

Question 18: 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

example.com/thankyou.php
example.com/thankyou/receipt.php
example.com/thankyou.html
All of these would count as goal (Correct answer)

Correct answer: All of these would count as goal

A 'Begins With' match type for a URL goal means any URL starting with the specified string will be counted. Since `/thankyou.php`, `/thankyou/receipt.php`, and `/thankyou.html` all begin with `/thankyou`, they would all trigger the goal. This match type is useful for tracking pages with dynamic parameters or multiple variations of a thank-you page.

Question 19: What is the first step of analytics planning?

Create your implementation plan
Define your overall measurement plan and business objectives (Correct answer)
Document your technical infrastructure
Implement Google Analytics

Correct answer: Define your overall measurement plan and business objectives

The foundational step in any analytics planning is to clearly define your business objectives and develop a comprehensive measurement plan. This ensures that the data you collect is relevant, actionable, and directly tied to your strategic goals, guiding all subsequent implementation and reporting efforts.

Question 20: Which of the following are dimensions?

Region (Correct answer)
Screen resolution
Bounce rate
% new visits

Correct answer: Region

Dimensions are descriptive attributes of your data, such as the geographic 'Region' from which users originate. They categorize data, allowing you to segment and analyze metrics (like pageviews or bounce rate) by these attributes. Screen resolution is also a dimension, while bounce rate and % new visits are metrics.

Question 21: Which of the following could be measured by defining a goal in Google Analytics?

conversion rate
the percentage of visits that contain only one pageview
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
All of these could be measured by defining a goal in Google Analytics (Correct answer)

Correct answer: All of these could be measured by defining a goal in Google Analytics

Google Analytics goals are highly flexible and can track various user behaviors as conversions. This includes conversion rate (overall goal completion), the percentage of visits with only one pageview (bounce rate, if defined as a goal), site registrations (destination goal), and time spent on site (duration goal).

Question 22: The URL for the homepage of your site is example.com/index. You would like this particular page to appear as “/home” in your pages report. How can this be achieved?

Use a Search and Replace custom filter on the Request URI field where Search string is “/index” and Replace string is “/home” (Correct answer)
Use the 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

Correct answer: Use a Search and Replace custom filter on the Request URI field where Search string is “/index” and Replace string is “/home”

To change how a URL appears in your reports without altering the actual URL, you can use a 'Search and Replace' custom filter. Applying this filter to the 'Request URI' field allows you to find specific strings (like '/index') and replace them with desired aliases (like '/home') before the data is processed and stored in your view.

Question 23: Google Analytics can recognize returning users

Google Analytics cannot recognize returning users on any device
on websites only
on websites, IOS mobile apps, Android mobile apps (Correct answer)
on websites, Android mobile apps

Correct answer: on websites, IOS mobile apps, Android mobile apps

Google Analytics uses cookies for websites and unique device identifiers (like Advertising IDs) for mobile apps (both iOS and Android) to recognize returning users. This allows for consistent tracking of user behavior across different sessions and platforms, providing a more complete view of user engagement.

Question 24: True or false: The order in which filters appear in your view settings matters.

Filters are executed in the order in which they appear. (Correct answer)
Filters are not necessarily executed in the order in which they appear.

Correct answer: Filters are executed in the order in which they appear.

Filters in Google Analytics are applied sequentially, meaning the output of one filter becomes the input for the next. This order is crucial because it can significantly impact the final data collected and displayed in your reports, so careful consideration of filter sequence is necessary.

Question 25: For each user who comes to your site, Google Analytics automatically captures which of the following Traffic Source dimensions.

Source and Medium
Campaign and Ad Content
Source, medium, campaign and Ad content. (Correct answer)
Campaign and medium

Correct answer: Source, medium, campaign and Ad content.

Google Analytics automatically captures key traffic source dimensions for each user session, including Source (e.g., google, direct), Medium (e.g., organic, cpc), Campaign (e.g., spring_sale), and Ad Content (e.g., text_ad_v1). These dimensions are fundamental for understanding where your website traffic originates and the effectiveness of different marketing efforts.

Google Analytics Certification Exam 1

Which are the four main part of the Google Analytics platform?