Google Analytics Individual Qualification Test 1 — Questions and Answers

Question 1: What is the main purpose of the Mutli-Channel funnel report?

To evaluate the interaction and contribution of multiple channels in the conversion/purchase cycle for your site (Correct answer)
To show which goals are bringing in the most revenue
To analyze the funnel steps for multiple goals
To see which channels resulted in the highest number of pageviews

Correct answer: To evaluate the interaction and contribution of multiple channels in the conversion/purchase cycle for your site

The main purpose of the Multi-Channel Funnels report is to evaluate the interaction and contribution of various marketing channels throughout the entire conversion or purchase cycle. Unlike standard reports that attribute conversions to the last non-direct click, these reports provide a holistic view of all touchpoints a user engaged with before completing a goal, revealing the true collaborative effort of your channels.

Question 2: You receive an intellgence alert notifying you that there has been an unexpected spike in your traffic. Which of the following could be possible reasons for this spike?

There is unidentified referral traffic that is likely bot traffic
New pages or subdomains have been recently indexed in organic search
The tracking code has been altered and is reporting incorrectly
There is a new referral source that is directing a lot of new traffic to the site
All of the above (Correct answer)

Correct answer: All of the above

An unexpected spike in traffic, as flagged by an intelligence alert, can have multiple underlying causes. It could be legitimate new referral traffic from a successful campaign or new content being indexed in organic search. Conversely, it might indicate bot traffic or an issue with the tracking code causing incorrect data reporting. Investigating all these possibilities is crucial to accurately understand the traffic change.

Question 3: Each dimension and metric has a scope that aligns with a level of the analytics data hierarchy — user, session, or hit-level. In most cases, it only makes sense to combine dimensions and metrics in your reports that belong to the same scope. Which of the following is a valid dimension / metric combination?

Sessions (metric) / city (dimension) (Correct answer)
All of the above are valid dimension / metric combination
Session (metric) + Page (dimension)
Bounce rate (metric) / Event Action (dimension)

Correct answer: Sessions (metric) / city (dimension)

Dimensions and metrics must have compatible scopes (user, session, or hit) to be meaningfully combined in reports. 'Sessions' is a session-level metric, counting the number of user visits. 'City' is a session-level dimension, as a user's geographical location is determined at the start of a session. Combining these makes sense because you can accurately count how many sessions originated from a particular city.

Question 4: When analyzing the goal flow report, you see that many users are dropping off after the second step in the funnel. With this information you can infer that:

The navigation between the second and third steps of the purchase process could be improved
You should consider directing traffic through a different entrance point of your goal
You are possibly targeting the wrong audience who is not as interested in your product
all of the above (Correct answer)

Correct answer: all of the above

When analyzing a Goal Flow report and observing a high drop-off after the second step, several inferences can be made. It might indicate that the navigation or user experience between the second and third steps needs improvement. Alternatively, the audience being targeted might not be sufficiently interested in the product or goal, suggesting a need to refine targeting strategies. Therefore, all these possibilities should be considered for optimization.

Question 5: You recently set up a new AdWords campaign and you are interested in using Smart Goals to optimize your performance. Which of the following is a prerequisite to using Smart Goals?

You must enable “Smart Goals” in your property settings.
The selected Google Analytics account must have at least 500 sessions over the past 30 days. (Correct answer)
The linked AdWords account must have sent at least 1000 clicks to the selected Google Analytics view over the past 30 days .
You must modify your tracking code to support Smart Goals data collection.

Correct answer: The selected Google Analytics account must have at least 500 sessions over the past 30 days.

To use Smart Goals in Google Analytics, a prerequisite is that the selected Google Analytics view must have accumulated at least 500 sessions over the past 30 days. This minimum data threshold ensures that Google's machine learning algorithms have enough information to accurately identify and model which sessions are most likely to convert, providing reliable data for optimization.

Question 6: The User ID feature is commonly used with which of the following website layouts?

Users can navigate between your website and multiple subdomains within one session
Users can create an account on your website and log in on all types of devices (Correct answer)
Users must navigate to a 3rd party shopping cart domain to complete a purchase
You have content that displays on another domain through an iFrame

Correct answer: Users can create an account on your website and log in on all types of devices

The User ID feature is particularly useful for websites where users can create an account and log in across different devices. By associating a unique, non-personally identifiable ID (generated by your own authentication system) with a logged-in user, Google Analytics can stitch together their activity from multiple devices and sessions. This provides a more accurate, de-duplicated count of users and a holistic view of their journey.

Question 7: True or False: When a new view is created, it will show the historical data from the first view you created for the property.

False: Views will report data from the day they are created. (Correct answer)
True: Any new view will include all historical website data.

Correct answer: False: Views will report data from the day they are created.

When a new view is created in Google Analytics, it only begins collecting data from the moment of its creation. It does not retroactively include historical data from other views within the same property. This is why it's a best practice to set up an unfiltered 'raw' view from the beginning to ensure all historical data is preserved.

Question 8: Why would it be useful to assign a value to your goal in Google Analytics?

Assigning a goal value allows you to compare goal conversions and measure changes and improvements to your site.
Assigning a goal value allows you to track revenue from your conversions. (Correct answer)
Assigning a goal value allows you to use the Funnel Visualization report to analyze the conversion funnel on your website.

Correct answer: Assigning a goal value allows you to track revenue from your conversions.

Assigning a monetary value to your goals in Google Analytics is highly beneficial for quantifying the financial worth of non-ecommerce conversions. This allows you to track the revenue generated from actions like lead form submissions or newsletter sign-ups, providing a clearer understanding of your site's overall financial performance and enabling more effective optimization of your marketing efforts.

Question 9: How would you determine the mobile ecommerce conversion rate for paid traffic (CPC)?

In Analytics you can only see traffic coming from desktop or from Mobile/tablet together. There is no way you can see mobile traffic only
Go to Audience > Mobile > Overview. Add a secondary dimension showing Traffic type in order to see the traffic coming from paid search
Go to Acquisition > All traffic > Channels. Add a secondary dimension showing device category in order to see the paid search traffic coming from mobile
Both A and B are correct steps for determining the mobile ecommerce conversion rate for paid traffic (Correct answer)

Correct answer: Both A and B are correct steps for determining the mobile ecommerce conversion rate for paid traffic

To determine the mobile ecommerce conversion rate for paid traffic, you can navigate to the Audience > Mobile > Overview report. This report allows you to segment traffic by device. By adding a secondary dimension like 'Traffic type' or filtering for 'cpc' in 'Source/Medium', you can isolate paid traffic specifically from mobile devices and analyze its ecommerce conversion rate. Option B describes a valid and effective method for this analysis.

Question 10: The User ID feature lets you associate engagement data from multiple devices and different sessions with unique IDs. In order to use the User ID feature in Analytics you must

be able to generate your own unique IDs (Correct answer)
create a new Analytics account for User ID reporting
use Google Tag Manager for your Analytics tracking
all of the above (Correct answer)

Correct answer: be able to generate your own unique IDs

The User ID feature allows Google Analytics to track users across multiple devices and sessions by associating a persistent, non-personally identifiable ID with their activity. To implement this, you must have an authentication system on your website that can generate and assign these unique IDs to logged-in users. This capability is the fundamental prerequisite for using the User ID feature effectively.

Question 11: The Google Analytics SDK or tracking code sends campaign and traffic source data through a number of different field. Which of the following is one of the fields used to sends campaign or traffic source data?

Campaign medium (Correct answer)
Device category
Location
Interest category

Correct answer: Campaign medium

The Google Analytics SDK or tracking code sends campaign and traffic source data through various fields to accurately attribute user sessions. One of the key fields used for this purpose is 'Campaign medium'. This field, along with others like 'Campaign source' and 'Campaign name', helps identify how users arrived at your site and which marketing efforts drove their visit.

Question 12: What analysis tool would you use to analyze the behavior of new customers vs. returning customers on your website?

Real Time reporting
View filters
Segmentation (Correct answer)
Multi-channel funnels

Correct answer: Segmentation

Segmentation is the ideal analysis tool for comparing the behavior of different user groups, such as new vs. returning customers. By creating and applying segments, you can isolate these specific subsets of your data and analyze their distinct metrics side-by-side. This allows for a deeper understanding of how each group interacts with your website, enabling targeted optimization strategies.

Question 13: Which of the following is a benefit of using segments in your data analysis?

A,B, and C only (Correct answer)
A,B,C & D
You can compare behavior metrics for groups of users like Converters vs non Converters.
You can analyze your users and/or their sessions according to single or multi-session conditions.
You can isolate and analyze specific conversion paths using conversion segments.
You can permanently modify the data in your view, for example excluding internal or bot traffic.

Correct answer: A,B, and C only

Segments are powerful for detailed data analysis, allowing you to compare behavior metrics for different user groups (like converters vs. non-converters) and analyze users or sessions based on various conditions, including multi-session ones. You can also isolate specific conversion paths using conversion segments. However, segments do not permanently modify the data in your view; that function is handled by view filters.

Question 14: You have defined goal X such that a particular PDF download qualifies as a goal conversion. A user comes to your site once and downloads this PDF 5 times. How many goal conversions will be recorded?

5
1 (Correct answer)
2
0

Correct answer: 1

In Google Analytics, a goal conversion is typically recorded once per session, regardless of how many times the goal action is completed within that single session. If a user downloads the PDF five times during one visit, it still counts as only one goal conversion for that session. To track each individual download, you would need to implement event tracking instead of a destination goal.

Question 15: What is the best analysis tool to use in order to see a traffic comparison of Converters vs. Non Converters?

Advanced Segments (Correct answer)
Report filters
View filters
Custom Dimensions

Correct answer: Advanced Segments

Advanced Segments (now simply referred to as Segments) are the most effective tool in Google Analytics for comparing the traffic and behavior of different user groups, such as 'Converters' versus 'Non-Converters.' By defining and applying these segments, you can analyze their distinct characteristics, traffic sources, and on-site actions side-by-side. This provides crucial insights into what differentiates users who complete a goal from those who don't.

Question 16: Which of the following is an advantage of implementing Google Tag Manager?

You can add AdWords tags to your site without editing site code.
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.
You can add Google Analytics tags to your site without editing site code.
All of these answers are correct. (Correct answer)

Correct answer: All of these answers are correct.

Google Tag Manager (GTM) offers numerous advantages by centralizing tag management. It allows you to add and update various types of tags, including Google Analytics, AdWords, and non-Google tags, to your website or mobile app without needing to edit the site's code directly. Furthermore, GTM enables dynamic configuration changes for mobile apps without requiring a new binary build, streamlining the deployment process.

Question 17: Which Analytics API allows you to access your Google Analytics account configuration data?

Management API (Correct answer)
You cannot access this data with an API
Core Reporting API
Embed API

Correct answer: Management API

The Google Analytics Management API provides programmatic access to your Google Analytics account configuration data, including users, accounts, properties, views, goals, and filters. It is designed for managing the setup and structure of your Analytics account. The Core Reporting API, in contrast, is used for retrieving report data, and the Embed API is for embedding reports into other applications.

Question 18: What does the Time Lag report indicate?

Lag on the load time of the site
Time lag between the original session and a goal completion (Correct answer)
Time lag between page views in the goal funnel
Time lag between goal completions

Correct answer: Time lag between the original session and a goal completion

The Time Lag report, found within the Multi-Channel Funnels section, specifically indicates the duration between a user's initial visit to your website and their eventual goal completion. It measures the number of days it takes for users to convert after their very first interaction. This report helps in understanding the length of your conversion cycles and the time commitment users make before converting.

Question 19: Which dimension is not included in the Adwords reporting section of Google Analytics?

Invalid click (Correct answer)
Destination URL
Bid adjustment
Keyword
TrueView Video ad

Correct answer: Invalid click

The AdWords reporting section in Google Analytics integrates data from your linked Google Ads account, providing dimensions like Destination URL, Bid adjustment, Keyword, and TrueView Video ad. These dimensions are crucial for analyzing campaign performance. 'Invalid click' is a metric tracked by Google Ads itself to filter out fraudulent clicks, but it is not a standard dimension available for direct reporting within Google Analytics' AdWords reports.

Question 20: A visitor comes to your site but stops looking at pages and generating events. Which of the following will occur by default?

The visitor’s session expires after 5 minutes of inactivity
The visitor’s session expires after 30 minutes of inactivity (Correct answer)
Google Analytics does not keep track of sessions by default
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 expires after 30 minutes of inactivity. If a visitor stops interacting with your site (no pageviews, events, or transactions) for this duration, their current session ends. Any subsequent activity from that visitor would then initiate a new session, ensuring that periods of user engagement are accurately grouped.

Question 21: You define a Destination URL goal by

adding the conversion ID to the tracking code on the goal page
editing the view Goals and specifying the request URL of the conversion page (Correct answer)
adding the ecommerce code to the goal page
creating a new dashboard to report only on the goal page

Correct answer: editing the view Goals and specifying the request URL of the conversion page

To define a Destination URL goal, you must edit the Goals settings within your Google Analytics view. Here, you specify the exact request URL (the part of the URL after the domain) of the page that signifies the conversion. Google Analytics then records a goal conversion each time a user successfully reaches this designated page.

Question 22: In the Multi-Channel funnel reports, which of the following metrics would be most useful in measuring how many conversions were initiated by Paid Search?

First Interaction (Click) Conversions (Correct answer)
none of these metrics
Assisted Conversion Value
Conversion Rate

Correct answer: First Interaction (Click) Conversions

In Multi-Channel Funnel reports, 'First Interaction (Click) Conversions' is the most useful metric for measuring conversions initiated by a specific channel like Paid Search. This metric attributes the conversion to the very first channel that brought the user to your site during their conversion path. It helps identify which channels are effective at introducing users and starting their journey towards a conversion.

Question 23: Which reporting or data collection feature(s) do you get access to by activating Advertising Features in Google Analytics?

Interest Categories
Demographic reporting
Remarketing
B and C only
A, B, and C (Correct answer)

Correct answer: A, B, and C

Activating Advertising Features in Google Analytics unlocks several advanced reporting and targeting capabilities. These include Demographic and Interest Reporting, which provides insights into your audience's age, gender, and interests. Additionally, it enables Remarketing, allowing you to create audiences based on user behavior for targeted advertising campaigns. All three features are benefits of enabling these advertising features.

Question 24: Your company runs a holiday email campaign for the month of December to drive newsletter signups. Which of the following metrics would be the most indicator of the campaign’s success?

pageviews
conversion rate (Correct answer)
bounce rate
session duration

Correct answer: conversion rate

When autotagging is enabled for a linked Google Ads account, Google Analytics automatically appends a unique parameter to your ad's destination URLs. This parameter is 'gclid=' (Google Click Identifier). The 'gclid=' parameter allows Google Analytics to automatically collect detailed information about the ad click, such as campaign, ad group, and keyword, without requiring manual UTM tagging.

Question 25: True or False: Once a view is deleted it cannot be restored.

False: You have 35 days to restore a view after it is deleted. (Correct answer)
True: Deleted views cannot be restored at any time.

Correct answer: False: You have 35 days to restore a view after it is deleted.

Data Import is the feature in Google Analytics that allows you to upload data from external sources and combine it with your online data. This is crucial for integrating information from offline business systems, such as CRM data, cost data, or product metadata, with your web analytics. By doing so, you gain a more comprehensive and holistic view of your customer journey and business performance.

Google Analytics Individual Qualification Test 1

What is the main purpose of the Mutli-Channel funnel report?