Google Analytics Individual Qualification Exam Answers 1 — Questions and Answers

Question 1: What feature would you set up to collect company-specific data such as Member Status?

Custom Filter
Custom Dimension (Correct answer)
Event Tracking
Custom Metric

Correct answer: Custom Dimension

Custom Dimensions are used to collect and analyze non-standard, company-specific data that Google Analytics doesn't track by default. 'Member Status' is a perfect example of such an attribute, allowing you to segment and report on user behavior based on their membership level, providing deeper insights into your audience.

Question 2: Which reports can show you how website referrals, organic search, and ad campaigns assisted in the conversion process?

Goals reports
Acquisition reports
Multi-Channel Funnel reports (Correct answer)
Ecommerce reports

Correct answer: Multi-Channel Funnel reports

Multi-Channel Funnel reports are specifically designed to illustrate how different marketing channels collaborate and contribute to conversions throughout the customer journey. They reveal 'assisted conversions,' giving credit to channels that played a role in guiding a user towards a conversion, even if they weren't the final interaction.

Question 3: By default, which of these is NOT considered a “medium” in Google Analytics?

Organic
Google (Correct answer)
Referral
CPC

Correct answer: Google

In Google Analytics, 'medium' refers to the general category of the source (e.g., organic, cpc, referral, email). 'Google' is typically identified as a 'source' (e.g., google / organic, google / cpc), not a medium itself. Organic, CPC, and Referral are all default medium classifications.

Question 4: Which of these is NOT a valid metric-dimension combination?

Sessions / Bounce rate (Correct answer)
Time on Page / Device Type
Sessions / Source
Total Events / User Type

Correct answer: Sessions / Bounce rate

This is not a valid combination because both 'Sessions' and 'Bounce rate' are metrics, not a metric and a dimension. In Google Analytics, you combine a quantitative metric (e.g., Sessions) with a descriptive dimension (e.g., Source, Device Type) to analyze data and gain insights.

Question 5: What is required for User ID to track users across different devices?

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

Correct answer: Sign-in that generates and sets unique IDs

User ID tracking requires you to assign a unique, persistent, and non-personally identifiable ID to users when they log in to your website or app. This ID is then sent to Google Analytics, enabling it to stitch together data from different devices and sessions, providing a unified view of that single user's journey.

Question 6: What scope would you apply for a Custom Dimension that collects data for users who log in to your website?

Hit
User (Correct answer)
Session
Product

Correct answer: User

A 'User' scope for a Custom Dimension means that the collected value will be associated with that specific user across all their sessions and devices. Since 'Member Status' is a characteristic of the user themselves, and not just a single hit or session, the 'User' scope is the most appropriate choice to track it persistently.

Question 7: Which of these can join offline business systems data with online data collected by Google Analytics?

Data import (Correct answer)
AdWords Linking
User ID
Goal tracking

Correct answer: Data import

Data Import allows you to upload data from external sources, such as CRM systems, product catalogs, or offline sales records, and combine it with the online data collected by Google Analytics. This integration enriches your reports, providing a more comprehensive and holistic view of your business performance.

Question 8: Which report helps identify which browsers may have had problems with your website?

The Browser & OS report (Correct answer)
The Active Users report
The Source/Medium report
The New vs Returning report

Correct answer: The Browser & OS report

The Browser & OS report, found under Audience > Technology, provides insights into the web browsers and operating systems users are employing to access your site. By analyzing metrics like bounce rate or conversion rate across different browsers, you can identify potential compatibility issues or performance problems specific to certain environments.

Question 9: When will the Analytics tracking code send an event hit to Google Analytics?

Every time a user makes a reservation
Every time a user performs an action with event tracking implemented (Correct answer)
Every time a user performs an action with pageview tracking implemented
Every time a user adds an event to their calendar

Correct answer: Every time a user performs an action with event tracking implemented

An event hit is specifically sent to Google Analytics when a user performs an action that has been configured for event tracking. Unlike pageview hits, which are sent on page loads, event hits capture specific interactions like button clicks, video plays, or form submissions, providing granular data on user engagement.

Question 10: How does Google Analytics credit a channel that contributes to a conversion prior to a transaction?

Primary conversion
Last-click attribution
Assisted conversion (Correct answer)
Second-to-last-click attribution

Correct answer: Assisted conversion

An assisted conversion occurs when a channel contributes to a conversion path but is not the final interaction before the conversion. Multi-Channel Funnel reports in Google Analytics highlight these assisted conversions, giving credit to channels that played a role earlier in the customer journey, rather than just the last touchpoint.

Question 11: In Multi-Channel Funnel Reports, conversions and ecommerce transactions are attributed to the last campaign, search, or ad that referred the user.

False (Correct answer)
True

Correct answer: False

This statement is false. While standard Google Analytics reports often use a last-click attribution model by default, Multi-Channel Funnel Reports are specifically designed to show *all* interactions leading to a conversion. They reveal the entire conversion path and the roles of different channels, not just the last one, providing a more holistic view of attribution.

Question 12: Smart Goals are created automatically by Google’s machine-learning algorithms

False
True (Correct answer)

Correct answer: True

Smart Goals are indeed created automatically by Google's machine-learning algorithms. These algorithms analyze numerous signals from your Google Analytics data to identify sessions most likely to lead to a conversion. This feature is particularly useful for users who haven't set up specific goals, providing automated insights into valuable user actions.

Question 13: You may apply a new Custom Channel Group retroactively to organize data that has been previously collected.

False
True (Correct answer)

Correct answer: True

Yes, you can apply a new Custom Channel Group retroactively in Google Analytics. This means that after defining new rules for how your traffic sources should be grouped, you can apply these definitions to historical data. This allows for consistent analysis of past and present traffic performance under your new channel classifications.

Question 14: When will the Analytics tracking code send a pageview hit to Google Analytics?

Every time a user adds an item to an online shopping cart
Every time a user clicks a video on a website
Every time a user loads a webpage with embedded tracking code (Correct answer)
Every time a user searches on a website

Correct answer: Every time a user loads a webpage with embedded tracking code

The Analytics tracking code sends a pageview hit to Google Analytics every time a user loads a webpage with the embedded tracking code. This is the fundamental action that registers a user's visit to a specific page on your website. Other interactions like adding items to a cart or clicking videos typically require additional event tracking setup.

Question 15: Which of these is a scope for Custom Metrics?

Session
Hit (Correct answer)
User
Event

Correct answer: Hit

The 'Hit' scope is one of the available scopes for Custom Metrics in Google Analytics. A hit-scoped metric is associated with a single interaction, such as a pageview, event, or transaction. This means the metric's value is recorded for each individual action a user takes, making it suitable for tracking granular interactions.

Question 16: Auto-tagging is used to collect data from which kinds of traffic?

Social media traffic
AdWords Campaign traffic (Correct answer)
Search engine traffic other than Google
Website referral traffic

Correct answer: AdWords Campaign traffic

Auto-tagging is a feature specifically used to collect detailed data from AdWords Campaign traffic. When enabled, it automatically adds a unique parameter (gclid) to your AdWords destination URLs. This allows Google Analytics to automatically link AdWords clicks with user behavior on your website, providing comprehensive performance insights without manual URL tagging.

Question 17: To collect how many times users downloaded a product catalog, what would you set up?

Custom Dimension
Calculated Metrics
Event Tracking (Correct answer)
Custom Report

Correct answer: Event Tracking

To collect data on how many times users downloaded a product catalog, you would set up Event Tracking. Event tracking allows you to measure specific user interactions that are not standard pageviews, such as clicks on download links, video plays, or form submissions. This provides granular insight into user engagement beyond simple page loads.

Question 18: What is a “secondary dimension” in Google Analytics?

An additional dimension you can add to a report for more specific analysis. (Correct answer)
An additional widget you can add to a dashboard for more specific analysis.
An additional metric you can add to a report for more specific analysis.
A visualization that allows you to understand the impact of your data.

Correct answer: An additional dimension you can add to a report for more specific analysis.

A 'secondary dimension' in Google Analytics is an additional dimension you can add to a report for more specific analysis. It allows you to break down your primary dimension data further, providing more granular insights. For example, if your primary dimension is 'Page,' you could add 'Device Category' as a secondary dimension to see which devices users are using to view each page.

Question 19: Once Google Analytics has processed the data it collects, you can still recover any data that was filtered out.

False (Correct answer)
True

Correct answer: False

This statement is False. Once Google Analytics has processed the data and applied any filters, the filtered-out data is permanently removed and cannot be recovered. It is crucial to be careful when setting up filters and to always maintain an unfiltered view to ensure you have access to your raw data.

Question 20: Which reports require you to activate Advertising Features?

Cohort Analysis reports
Real-time reports
Demographics and Interests reports (Correct answer)
Geo reports

Correct answer: Demographics and Interests reports

The Demographics and Interests reports require you to activate Advertising Features in your Google Analytics property settings. These reports provide insights into the age, gender, and interests of your users, leveraging data from the Google Display Network and DoubleClick cookies. Activating these features enables the collection of this specific audience data.

Question 21: Custom Reports will NOT let you do what?

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

Correct answer: Pair metrics and dimensions of different scopes

Custom Reports will NOT let you pair metrics and dimensions of different scopes in a way that produces meaningful data. While you can use custom dimensions and metrics, and combine multiple dimensions, you must respect the scope (hit, session, user, product) of the data. Attempting to combine incompatible scopes can lead to inaccurate or nonsensical results.

Question 22: Custom Dimensions can be used as which of the following?

Primary dimensions in Custom Reports
Secondary dimensions in Custom Reports
Secondary dimensions in Standard reports
All of the above (Correct answer)

Correct answer: All of the above

Custom Dimensions are highly versatile in Google Analytics and can be used in all the listed ways. They can serve as primary dimensions in Custom Reports, allowing you to build reports around your unique data. They can also be applied as secondary dimensions in both Custom and Standard reports to segment and analyze existing data more deeply.

Question 23: Which campaigns require you to add manual tags to destination URLs for tracking?

Email campaigns (Correct answer)
AdWords and email campaigns
AdWords campaigns
None of the above

Correct answer: Email campaigns

Email campaigns require you to add manual tags (UTM parameters) to destination URLs for tracking. Unlike AdWords campaigns, which can use auto-tagging, other marketing efforts like email newsletters, social media posts, or display ads on third-party networks need manual tagging to ensure Google Analytics accurately attributes traffic source, medium, and campaign.

Question 24: Which tags does Google Analytics recommend to accurately track campaigns?

Medium, Source, and Content
Medium, Source, and Campaign (Correct answer)
Source, Content, and Term
Campaign, Content, and Term

Correct answer: Medium, Source, and Campaign

Google Analytics recommends using 'Medium,' 'Source,' and 'Campaign' as the essential tags for accurately tracking campaigns. These three UTM parameters (utm_medium, utm_source, utm_campaign) provide the core information needed to identify where your traffic came from, how it arrived, and which specific marketing initiative it belongs to.

Question 25: If you wanted to track what search terms customers used to find products on your website, what would you set up?

Enhanced Ecommerce
Search filters
Site Search (Correct answer)
Data Import

Correct answer: Site Search

To track what search terms customers used to find products on your website, you would set up Site Search. This feature in Google Analytics captures the keywords users enter into your website's internal search bar. Analyzing site search data provides valuable insights into user intent, product demand, and potential content gaps.

Google Analytics Individual Qualification Exam Answers 1

What feature would you set up to collect company-specific data such as Member Status?