Google Analytics Individual Qualification Exam 1 — Questions and Answers

Question 1: Your company has a website and a mobile app, and you want to track each separately in Google Analytics. How should you structure your account(s)?

one account, one property, one view
one account, two properties, two views (Correct answer)
one account, no properties, two views
one account, one property, no views

Correct answer: one account, two properties, two views

To track a website and a mobile app separately in Google Analytics, you should use one account, but create a distinct property for each (one for the website, one for the app). Each property then typically has at least one view to process and display the data. This structure ensures that data from different platforms is collected and analyzed independently, preventing data mixing and providing clear insights for each.

Question 2: Which of the following techniques would you use to exclude rows with fewer than 10 visits from a report table?

Use a pivot table with two dimensions
Apply a table filter (Correct answer)
Sort the table by sessions from highest to lowest
Add a primary dimension
Add a secondary dimension

Correct answer: Apply a table filter

To exclude rows with fewer than 10 visits from a report table, applying a table filter is the most direct and effective method. Table filters allow you to specify conditions (e.g., sessions greater than or equal to 10) to refine the data displayed in the report. This helps you focus only on the most relevant entries and analyze data that meets specific thresholds.

Question 3: Which of the following is a session level interaction?

Pageview
Event
Social interaction
All of these answers are correct (Correct answer)

Correct answer: All of these answers are correct

Pageviews, Events, and Social Interactions are all considered session-level interactions in Google Analytics. They are individual actions or activities that occur within a user's single visit (session) to your website or app. These interactions contribute to the overall understanding of user behavior during a session, providing granular data on how users engage with your content.

Question 4: Which of the following should you NOT collect with the Google Analytics commerce JavaScript?

product SKU(s)
billing city
tax amount
credit card number (Correct answer)
purchase amount

Correct answer: credit card number

Google Analytics is not designed to collect sensitive personally identifiable information (PII), such as credit card numbers. Collecting PII violates Google Analytics' Terms of Service and poses significant security and privacy risks. E-commerce tracking should only include non-PII transaction details like product SKUs, billing city, tax amount, and purchase amount, ensuring compliance and data security.

Question 5: You want to know whether button X is clicked more often than button Y? Which of the following would be more useful?

Events (Correct answer)
Annotations
Real-Time
Intelligence

Correct answer: Events

To track specific interactions like button clicks (e.g., button X vs. button Y), Google Analytics Events are the most useful feature. Events allow you to measure user interactions with content that doesn't trigger a page load, providing detailed insights into how users engage with interactive elements on your site. This helps in understanding user behavior beyond just page views.

Question 6: Which of the following attribution models would be useful for evaluating ads and campaigns that are designed to create initial awareness about a brand?

Linear model
Last Non-Direct Click model
First Interaction model (Correct answer)
Last Interaction Model

Correct answer: First Interaction model

The First Interaction attribution model assigns 100% of the conversion credit to the very first channel a customer interacted with. This model is particularly useful for evaluating ads and campaigns designed for brand awareness, as it highlights the channels that initiate the customer journey and introduce users to your brand. It helps assess the effectiveness of top-of-funnel marketing efforts.

Question 7: Which of the following technologies on your site influence how you implement Analytics? Select all that apply.

responsive web design
query string parameters
Flash and AJAX events
All answers are correct. (Correct answer)
server redirects

Correct answer: All answers are correct.

Various technologies on your site can influence how you implement Google Analytics. Responsive web design might require careful tracking of different device interactions, query string parameters can affect how URLs are reported, Flash and AJAX events need specific event tracking, and server redirects can impact how pageviews are recorded. All these factors necessitate careful planning for accurate and comprehensive data collection.

Question 8: Which of the following would most quickly allow you to determine whether the Google Analytics code snippet is working on a specific website?

Annotations
Real-Time (Correct answer)
secondary dimensions
Analytics Intelligence

Correct answer: Real-Time

The Real-Time reports in Google Analytics provide immediate feedback on current user activity on your website. By checking the Real-Time report after implementing the tracking code, you can quickly see if users are being tracked and if data is flowing into your account. This makes it the fastest and most direct way to verify that the Google Analytics code snippet is working correctly on a specific website.

Question 9: Which of the following would you use to set up a custom alert?

Content
Intelligence (Correct answer)
Real-Time
Conversion

Correct answer: Intelligence

Custom alerts in Google Analytics are set up within the 'Intelligence' section (now often referred to as 'Custom Alerts' under the Customization menu). This feature allows you to define specific conditions for your data and receive automated notifications when those conditions are met, such as a sudden drop in traffic or a spike in conversions. It helps proactively monitor important changes in your data.

Question 10: Which of the following would be most useful in measuring how many days passed between the first visit to a site and the eventual conversion?

Path Length
Conversion Value
Top Conversion Paths
Assisted/Last Interaction Conversions
Time Lag (Correct answer)

Correct answer: Time Lag

The Time Lag report, found within the Multi-Channel Funnels section, measures the number of days it took from a user's first visit to your site to their eventual conversion. This metric is crucial for understanding the length of your sales cycle and how long it takes for users to make a purchasing decision after their initial interaction. It provides insights into the customer journey duration.

Question 11: Which of the following are possible uses of views within a single Google Analytics account?

to look more closely at traffic to a specific part of a site (a page or selection of pages)
to limit a users access to a subset of data
to track domains that belong to another account
to look more closely at traffic to a specific subdomain
all of these are possible uses of views (Correct answer)

Correct answer: all of these are possible uses of views

Views in Google Analytics offer powerful ways to organize and filter your data. They can be used to focus on specific subdomains or sections of a site, limit user access to particular datasets for security or relevance, and generally customize how data is presented and analyzed without altering the raw data in the property. This flexibility allows for tailored reporting and analysis needs.

Question 12: Which of the following are measures of traffic volume?

Visits (Correct answer)
Bounce Rate
Time on Site
Margin

Correct answer: Visits

Visits (or Sessions in modern Google Analytics) directly quantify the number of times users interact with a website, making it a primary measure of traffic volume. Bounce Rate and Time on Site are engagement metrics, indicating user behavior rather than pure volume. Margin is a financial metric unrelated to web traffic.

Question 13: Which of the following are examples of sources?

Google (Correct answer)
Display
Example. com (Correct answer)
Email
Search

Correct answer: Google

In Google Analytics, a 'source' refers to the origin of your traffic. 'Google' is a prime example of a search engine source. While 'Example.com' is also a valid source (referral), 'Display', 'Email', and 'Search' are typically 'mediums' that describe *how* users arrived, rather than the specific origin.

Question 14: Using filters, you can _____.

exclude data from a view
All of these answers apply (Correct answer)
change how the data looks in your reports
include data in a view

Correct answer: All of these answers apply

Google Analytics filters are powerful tools that allow you to modify, include, or exclude data from a view before it is processed. This means you can refine your data by, for example, excluding internal traffic, including only specific subdomains, or changing how URLs appear in reports, thereby affecting the data's presentation and analysis.

Question 15: Which of the following are advantages of implementing Google Tag Manager?

You can add AdWords tags to your site without editing code
You can add Google Analytics tags to your site without editing site code
All of these answers are correct (Correct answer)
You can add non-Google tags to your site without editing site code
You can change configuration values in your mobile app without rebuilding a new binary

Correct answer: All of these answers are correct

Google Tag Manager (GTM) centralizes the management of various tracking tags, including those for Google Analytics, AdWords, and other third-party platforms. It allows marketers to deploy and update these tags without needing to directly edit website or mobile app code, significantly streamlining the process and reducing reliance on developers.

Question 16: Which of the following questions can be answered using the goal flow report?

Do visitors usually start my conversions process from the first step or somewhere in the middle?
Are there a lot of unexpected exits from a step in the middle of my conversion funnel?
Are there any steps in my conversion process that do not perform well on mobile devices compared to desktop devices?
Is there a place in my funnel where traffic loops back to the beginning of the conversion process to start over?
All of these can be answered using the goal flow report. (Correct answer)

Correct answer: All of these can be answered using the goal flow report.

A valid custom campaign URL requires at least the `utm_source`, `utm_medium`, and `utm_campaign` parameters to be present. All the provided examples (A, B, C, D) include these three essential parameters, allowing Google Analytics to correctly attribute traffic and conversions to your specific marketing efforts.

Question 17: Which of the following are tracked by Site Speed reports?

page-load time for a sample of page views on your site
how quickly the browser parses a page and makes it available for user interaction
button click response time
how quickly images load
All answers are correct (Correct answer)

Correct answer: All answers are correct

To improve website accessibility, it's crucial to understand the diverse ways users interact with your site. Dimensions like Device Category (desktop, mobile, tablet), Browser (Chrome, Firefox, Safari), and Language provide insights into different technical environments and user preferences, all of which are vital for creating an inclusive and accessible experience.

Question 18: Which of the following is a valid tagged custom campaign

example.com?utm_medium=cpc&utm_source=mysearch&utm_campaign-spring&utm_term=backpacks
example.com?utm_medium=email&utm_source=newsletter1&utm_campaign=spring
example.com?utm_campaign=fall&utm_medium=email&utm_source=newsletter1&utm_content=a1
example.com?utm_medium=referral&utm_source=example&utm_campaign=winter
All of these are valid. (Correct answer)

Correct answer: All of these are valid.

When Google Analytics samples data for large reports, a control appears in the reporting interface (often a green shield icon) indicating the sampling rate. Users can interact with this control to adjust the sample size, choosing between faster report generation with less precision or slower processing with greater precision.

Question 19: Which of the following reporting dimensions would be useful to reference if you were rebuilding a website to improve accessibility?

All of these dimensions (Correct answer)
Device Category
Browser
Language
None of these dimensions

Correct answer: All of these dimensions

Filters in Google Analytics views can transform data, such as making complicated page URLs more readable, and exclude specific data, like internal IP addresses, to ensure cleaner and more relevant reporting. However, filters are applied to data as it's collected and cannot modify historical data that has already been processed.

Question 20: You can adjust the report sample size in Google Analytics by

adjusting the session timeout control
adjusting a control in the reporting interface (Correct answer)
adding a segment to your report
any of these actions will adjust the sample size

Correct answer: adjusting a control in the reporting interface

By default, Google Analytics attributes conversions to the last non-direct click channel in standard reports. This means if a user arrives via a direct visit but previously interacted with another channel (e.g., organic search, paid ad), the conversion is attributed to that previous non-direct channel, giving credit to a discoverable source.

Question 21: Adding filters to a view in Google Analytics allows you to

replace complicated page URLs with readable text strings
exclude visits from a particular IP address
modify historical data
A and B only (Correct answer)
A, B, and C

Correct answer: A and B only

Multi-Channel Funnel (MCF) reports offer a comprehensive view of conversion paths, acknowledging that multiple channels contribute to a conversion. Users can create custom channel groupings to align with their specific marketing strategies, and when these groupings are shared, only the configuration (not private data) is exchanged.

Question 22: Google Analytics uses which model by default when attributing conversion values in non-Multi-Channel Funnel reports?

Last Interaction model
Last Non-Direct Click model (Correct answer)
First Interaction model
Linear model

Correct answer: Last Non-Direct Click model

To enhance the user experience on landing pages, it's essential to analyze how different devices (Device Category) render and function, as well as the context of user arrival (Traffic type, often related to source/medium). These dimensions help tailor content and design for optimal engagement based on user environment and intent.

Question 23: Which of the following statements is true about Multi-Channel Funnel (MCF) reports?

You can create your own custom channel grouping in addition to the default MCF Channel grouping.
The channel labels that you see in Multi-Channel Funnels reports are defined as part of the MCF Channel Grouping.
All of these statements are true. (Correct answer)
When you share a Custom Channel Grouping, only the configuration information is shared. You data remain private.

Correct answer: All of these statements are true.

Google Analytics is designed to collect behavioral data from a wide range of digital platforms. This includes websites, mobile applications (via SDKs), and other internet-connected systems like online point-of-sale (POS) systems or e-commerce platforms, often utilizing the Measurement Protocol for data transmission.

Question 24: Which reporting dimension would be useful to reference if you were looking to improve the user experience on your landing pages?

Language
Device Category
B and C only (Correct answer)
Traffic type
A, B, and C

Correct answer: B and C only

Auto-tagging is a specific feature exclusively used with Google AdWords campaigns. It automatically appends a unique tracking parameter (gclid) to your AdWords destination URLs, allowing Google Analytics to collect detailed information about your ad performance without requiring manual UTM tagging.

Question 25: Google Analytics can collect behavioral data from which systems?

Mobile Applications
Online point-of-sales system
A and B only
A, B, and C (Correct answer)
E-commerce platforms

Correct answer: A, B, and C

Google Analytics identifies users primarily through a client ID stored in a first-party cookie. This cookie is unique to a specific browser on a specific device, enabling GA to link multiple sessions originating from that same browser/device combination to a single, consistent user.

Google Analytics Individual Qualification Exam 1

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