Google Analytics Certification Exam Answers 1 — Questions and Answers

Question 1: What is the set of rules that determines how sales and conversions get attributed based on touch-points in the conversion path?

Conversion tracking
Attribution modeling (Correct answer)
Channel Groupings
Multi-Channel Funnels

Correct answer: Attribution modeling

Attribution modeling is the framework that defines how credit for conversions is assigned to different marketing touchpoints along a user's conversion path. Various models (e.g., Last Click, First Click, Linear, Time Decay) offer different perspectives on which channels contributed most to a conversion, helping marketers optimize their spending.

Question 2: Which of the following statements about segments is incorrect?

Segments are filters that permanently alter your data (Correct answer)
You can use segments to build custom Remarketing lists
Segments are either subsets of sessions or subsets of users
Segments let you isolate and analyze your data

Correct answer: Segments are filters that permanently alter your data

Segments in Google Analytics are non-destructive filters that allow you to analyze subsets of your data without permanently altering the underlying raw data. They are applied temporarily for reporting and analysis, enabling comparisons and deeper insights into specific user groups or sessions.

Question 3: In Multi-Channel Funnel Reports, which channel could NOT be credited with a conversion?

Paid and organic search
Website referrals
Television commercials (Correct answer)
Social network

Correct answer: Television commercials

Multi-Channel Funnel reports rely on digital touchpoints that Google Analytics can track, such as website referrals, paid search, organic search, and social networks. Television commercials are an offline channel that Google Analytics cannot directly track as a specific touchpoint in a digital conversion path, thus they cannot be credited within these reports.

Question 4: What will happen if a user clears the Analytics cookie from their browser?

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

Correct answer: All of the above

If a user clears their Analytics cookie, Google Analytics will lose the ability to associate their current behavior with past data collected under that cookie. The next time they visit the site, Analytics will set a new unique ID and a new browser cookie, effectively treating them as a brand new user.

Question 5: Which report can compare metrics based on user acquisition date over a series of weeks?

Cohort Analysis report (Correct answer)
User Explorer report
Users Flow report
Active Users report

Correct answer: Cohort Analysis report

The Cohort Analysis report groups users based on a shared characteristic, typically their acquisition date, and then tracks their behavior over subsequent periods (e.g., weeks). This allows you to understand how different cohorts of users engage with your site over time, revealing trends in retention and performance.

Question 6: Which of these is NOT a benefit of using segments in your data analysis?

You can compare behavior metrics for groups of users like Converters vs non Converters
You can permanently modify the data in your view (Correct answer)
You can analyze users by single or multi-session conditions
You can isolate and analyze specific conversion paths using conversion segments

Correct answer: You can permanently modify the data in your view

Segments are designed for temporary, non-destructive analysis of your data. They allow you to isolate and compare specific subsets of users or sessions without altering the raw data stored in your Google Analytics view. Permanent data modification is typically done through filters, not segments.

Question 7: To recognize users across different devices, what feature must you enable?

User ID (Correct answer)
Audience Definitions
AdWords Linking
Attribution Models

Correct answer: User ID

The User-ID feature allows you to associate a unique, non-personally identifiable ID with individual users across multiple devices and sessions. By consistently sending this ID to Google Analytics, you can get a more accurate, unified view of a user's journey, rather than treating each device as a separate user.

Question 8: Which of these represents the hierarchical structure of a Google Analytics account?

Account > Property > View (Correct answer)
Property > Account > View
Account > View > Property
View > Account > Property

Correct answer: Account > Property > View

The Google Analytics account structure is hierarchical: an 'Account' is the top-level container, which can hold multiple 'Properties' (websites or mobile apps). Each Property can then have multiple 'Views,' which are filtered perspectives of the data collected by that property.

Question 9: Which report helps you understand which kinds of mobile devices were used to visit your website?

Site Content > Landing Page report
Mobile > Devices report (Correct answer)
Technology > Network report
All traffic > Source/Medium report

Correct answer: Mobile > Devices report

The 'Mobile > Devices' report within Google Analytics specifically provides data on the types of mobile devices (e.g., iPhone, Samsung Galaxy, iPad) users are employing to access your website. This report is crucial for optimizing your site's mobile experience and understanding your audience's device preferences.

Question 10: Which of these are required for Multi-Channel Funnels?

Advertising features
Custom dimensions
In-page Analytics
Goals or Ecommerce (Correct answer)

Correct answer: Goals or Ecommerce

Multi-Channel Funnel reports visualize the paths users take to complete a conversion. Therefore, to have data in these reports, you must have either Goals configured (tracking specific actions as conversions) or Ecommerce tracking implemented (tracking transactions and revenue). Without defined conversions, there's no funnel to analyze.

Question 11: Which report shows users who initiated sessions over 1-day, 7-day, 14-day, and 30-day periods?

Cohort Analysis report
User Explorer report
Active Users report (Correct answer)
Users Flow report

Correct answer: Active Users report

The Active Users report (also known as 'N-day Active Users') shows the number of unique users who initiated sessions within the last 1, 7, 14, or 30 days. This report is valuable for understanding user engagement and retention over different timeframes, indicating the overall stickiness of your website or app.

Question 12: Which report show websites that send traffic to your pages?

Behavior
All traffic (Correct answer)
Geo
Demographics

Correct answer: All traffic

The 'All Traffic' reports in Google Analytics, specifically the 'Referrals' section, are designed to show the domains of websites that have sent traffic to your pages. This report helps you understand which external sources are driving visitors to your site. It provides insights into the origin of your incoming web traffic.

Question 13: If you define a Destination Goal 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?

0
1
2
3 (Correct answer)

Correct answer: 3

Google Analytics counts a goal conversion each time a user completes the defined goal within a session. Since the user completed the newsletter sign-up (a Destination Goal) in three separate sessions, Analytics will record three distinct goal conversions. Each session is treated independently for goal tracking purposes.

Question 14: What will happen if you install the same default tracking code on pages with different domains?

Analytics will alert you about duplicate data collection
Analytics will not associate these users and sessions with any domain
Analytics will associate these users and sessions with their respective domains (Correct answer)
Analytics will associate these users and sessions with a single domain

Correct answer: Analytics will associate these users and sessions with their respective domains

The default Google Analytics tracking code is designed to track data for the specific domain it is installed on. When placed on different domains without cross-domain tracking configured, Analytics will treat each domain as a separate entity. Consequently, it will associate users and sessions with their respective domains, not a single one.

Question 15: What will happen if a user clears the Analytics cookie from their browser?

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

Correct answer: All of the above

Google Analytics relies on browser cookies to identify unique users and sessions. If a user clears their cookies, Analytics loses the ability to link their current behavior with past data, effectively treating them as a new user. A new unique ID and a new browser cookie will then be set the next time they visit a tracked page.

Question 16: In Multi-Channel Funnel Reports, which channel could NOT be credited with a conversion?

Television commercials (Correct answer)
Website referrals
Social network
Paid and organic search

Correct answer: Television commercials

Multi-Channel Funnel Reports analyze the sequence of digital touchpoints (like organic search, paid ads, social media, and website referrals) that lead to a conversion. Television commercials are an offline marketing channel and do not directly interact with the website's tracking code. Therefore, they cannot be credited within these specific digital attribution reports.

Question 17: 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?

/order/complete.php (Correct answer)
/ordercomplete/index.html
/ordercomplete.php
/ordercomplete/thank_you.html

Correct answer: /order/complete.php

A 'Begins with' match type for a URL goal requires the page path to start exactly with the specified string. The goal '/ordercomplete' will match paths like '/ordercomplete/index.html' or '/ordercomplete.php'. However, '/order/complete.php' does not begin with '/ordercomplete'; it starts with '/order/', and thus will not be counted as a goal completion.

Question 18: What is the set of rules that determines how sales and conversions get attributed based on touch-points in the conversion path?

Attribution modeling (Correct answer)
Channel Groupings
Multi-Channel Funnels
Conversion tracking

Correct answer: Attribution modeling

Attribution modeling is the framework within Google Analytics that defines the rules for how credit for conversions is assigned to various touchpoints (channels) in a user's conversion path. It helps marketers understand the relative impact of different marketing channels on their sales and conversions. Different models offer various perspectives on channel contribution.

Question 19: By default, which of these are NOT Remarketing audiences that you can define?

Users who visited your physical store (Correct answer)
Users who speak a particular language
Users who visited a specific page on your website
Users who played a video on your website

Correct answer: Users who visited your physical store

Google Analytics Remarketing audiences are built based on user behavior data collected from your website or app. While you can define audiences based on website visits, language, or video engagement, Analytics cannot directly track or identify users who have visited a physical store without specific offline-to-online integration, which is not a default remarketing audience capability.

Question 20: Segments are applied before sampling in reports

False (Correct answer)
True

Correct answer: False

Segments are applied *after* data has been sampled in Google Analytics reports. If a report exceeds the sampling threshold, the data is sampled first, and then the segment is applied to that sampled dataset. This means that applying a segment does not prevent sampling from occurring on large datasets.

Question 21: What four types of Goals are available in Google Analytics?

Destination, Event, Duration, Pages/Screens per Session (Correct answer)
Destination, Event, Pageview, Social
Pageview, Event, Transaction, Social
Location, Event, Time, Users per Session

Correct answer: Destination, Event, Duration, Pages/Screens per Session

Google Analytics offers four primary goal types to track different user actions and engagements. These are: Destination (when a user reaches a specific page), Event (when a user interacts with a specific element), Duration (when a session lasts a certain amount of time), and Pages/Screens per Session (when a user views a specific number of pages or screens).

Question 22: Which report shows a visual representation of user interactions on your website?

Behavior Flow report (Correct answer)
Treemaps report
Content Drilldown report
Landing Pages report

Correct answer: Behavior Flow report

The Behavior Flow report in Google Analytics provides a graphical representation of the paths users take through your website, from one page or event to the next. It visually illustrates user engagement, helps identify popular content, and can pinpoint potential drop-off points in the user journey.

Question 23: Google Analytics filters are applied in the order in which they are set in your view.

True (Correct answer)
False

Correct answer: True

Google Analytics filters are applied sequentially in the order in which they are set within your view. Each filter modifies the data, and subsequent filters then operate on the already filtered data. This means the order of filters is crucial and can significantly impact the final data in your reports.

Question 24: If you want to track users and sessions across multiple domains, what must you set up?

Cross-domain tracking (Correct answer)
AdWords Linking
Data Import
Ad Exchange Linking

Correct answer: Cross-domain tracking

To track a single user's journey and sessions seamlessly across different domains (e.g., a main website and a separate shopping cart domain), you must implement cross-domain tracking. This configuration ensures that Google Analytics can maintain the same client ID and session information as users navigate between your linked domains.

Question 25: Which of these can you NOT share using The Solutions Gallery?

Custom Dimensions (Correct answer)
Custom reports
Segments
Goals

Correct answer: Custom Dimensions

The Google Analytics Solutions Gallery allows users to share and import various configurations like custom reports, segments, and goals. However, Custom Dimensions and Custom Metrics are specific to an individual Google Analytics property and cannot be shared directly through the Solutions Gallery, as they often rely on unique data collection setups.

Google Analytics Certification Exam Answers 1

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