Google Analytics IQ Exam Answers 1 — Questions and Answers

Question 1: By default, which of these is NOT considered a “source” in Google Analytics?

Google
(direct)
Email (Correct answer)
com

Correct answer: Email

By default, 'Email' is NOT considered a 'source' in Google Analytics. While email campaigns can drive traffic, they are typically categorized under 'medium' (e.g., 'email') and their specific source would be defined by UTM parameters (e.g., 'newsletter'). Default sources include 'google' (for organic search), '(direct)' (for direct traffic), and specific domains (for referral traffic).

Question 2: What are the four scope levels available for dimensions and metrics in Google Analytics?

Location-level, duration-level, product-level, or user-level scope
Hit-level, session-level, product-level, or user-level scope (Correct answer)
Event-level, session-level, transaction-level, or user-level scope
Event-level, duration-level, transaction-level, or user-level scope

Correct answer: Hit-level, session-level, product-level, or user-level scope

The four scope levels available for dimensions and metrics in Google Analytics are Hit-level, Session-level, Product-level, and User-level scope. Scope determines which interactions or data points a dimension or metric applies to. For example, a 'Page Title' is hit-level, 'Sessions' is session-level, 'Product SKU' is product-level, and 'User ID' is user-level.

Question 3: By default, when does an Analytics session expire?

When a user is inactive on your website for more than 30 minutes (Correct answer)
When a user opens another browser window
At noon every day
After 30 minutes, regardless of user activity on your website

Correct answer: When a user is inactive on your website for more than 30 minutes

By default, an Analytics session expires when a user is inactive on your website for more than 30 minutes. A session also expires at midnight, when a user arrives via a different campaign source, or if they close their browser. This 30-minute inactivity window is a standard setting that can be adjusted in your property settings.

Question 4: What is a “metric” in Google Analytics?

The numbers in a data set often paired with dimensions. (Correct answer)
The dates in your date range.
A dimension that can help you analyze site performance.
A segment of data separated out in a report for comparison.

Correct answer: The numbers in a data set often paired with dimensions.

In Google Analytics, a 'metric' is a quantitative measurement or value in a data set, often paired with dimensions. Metrics are the numbers you analyze, such as 'Sessions,' 'Pageviews,' 'Bounce Rate,' or 'Revenue.' They provide the numerical data to understand the performance of your website and user behavior.

Question 5: Which view filter(s) would you apply if you wanted to include only users from Brazil or Argentina?

Filter 1: exclude Peru or Bolivia
Filter 1: include Brazil or Argentina (Correct answer)
Filter 1: include Brazil > Filter 2: include Argentina
Filter 1: include Argentina > Filter 2: include Brazil

Correct answer: Filter 1: include Brazil or Argentina

To include only users from Brazil or Argentina, you would apply a single filter: Filter 1: include Brazil or Argentina. Google Analytics filters can use 'OR' logic within a single filter, allowing you to specify multiple conditions that, if met, will include the data. Applying separate 'include' filters sequentially would not achieve the desired result, as each subsequent filter would operate on the data already processed by the previous one.

Question 6: Which of these would prevent data from appearing in a Custom Report?

You haven’t shared that Custom report with users in the same view (Correct answer)
You’ve applied a filter that filters out all of your data
You’ve applied too many dimensions to the Custom Report
You’ve applied too many metrics to the Custom Report

Correct answer: You haven’t shared that Custom report with users in the same view

If you haven’t shared a Custom Report with other users in the same view, the data will not appear for them, even if it exists. While applying a filter that excludes all data would also prevent data from appearing for anyone, the act of not sharing specifically prevents other authorized users from seeing the report's data. For the creator, the data would still appear.

Question 7: Which campaign parameter is NOT standard in Google Analytics?

utm_source
utm_adgroup (Correct answer)
utm_content
utm_campaign

Correct answer: utm_adgroup

The campaign parameter 'utm_adgroup' is NOT standard in Google Analytics. The standard UTM parameters are utm_source, utm_medium, utm_campaign, utm_term, and utm_content. While 'adgroup' is a common concept in advertising platforms, it's not a predefined UTM parameter for tracking in Google Analytics.

Question 8: If a filter excludes data from a view, that data can never be recovered for that view.

True (Correct answer)
False

Correct answer: True

If a filter excludes data from a view in Google Analytics, that data is permanently removed and can never be recovered for that specific view. Filters are destructive, meaning they alter the data before it is processed and stored. Therefore, it is crucial to test filters on a test view before applying them to your main reporting views.

Question 9: Which of these can be imported to define a remarketing audience?

Custom Report
Custom Dimension
Custom Segment (Correct answer)
Custom Metric

Correct answer: Custom Segment

A Custom Segment can be imported to define a remarketing audience in Google Analytics. Custom Segments allow you to isolate and analyze specific subsets of your data based on various criteria. Once defined, these segments can be used to create remarketing audiences in Google Ads, enabling you to target specific groups of users who have interacted with your site in particular ways.

Question 10: If a user visits the home page of a website with a video embedded and leaves without clicking on anything, Google Analytics will count this session as a bounce.

False
True (Correct answer)

Correct answer: True

If a user visits a webpage with an embedded video and leaves without clicking on anything (including playing the video or interacting with other elements), Google Analytics will count this session as a bounce. A bounce is defined by a single-page session with no interaction. To prevent this from being counted as a bounce, you would need to set up event tracking for video plays or other interactions.

Question 11: Which data table display compares report metrics to the website average?

Comparison (Correct answer)
Percentage
Performance
Pivot

Correct answer: Comparison

The 'Comparison' data table display compares report metrics to the website average. This view helps you quickly identify pages or segments that are performing significantly better or worse than the overall site average. It provides a visual representation of how each row's metric compares, often using color coding to highlight deviations.

Question 12: By default, when will Google Analytics NOT be able to identify sessions from the same user?

When the sessions happen in the same browser on the same day
When the sessions share the same browser cookie
When the sessions happen in different browsers on the same device (Correct answer)
When the sessions happen in the same browser on the same device

Correct answer: When the sessions happen in different browsers on the same device

Google Analytics identifies users primarily through a client ID stored in a first-party cookie. If a user switches browsers, a new cookie is created for that browser, meaning Analytics treats them as a new user. Even on the same device, different browsers (e.g., Chrome vs. Firefox) maintain separate cookies, preventing default cross-browser user identification.

Question 13: If a user watches a video with event tracking three times in a single session, Analytics will count how many Unique Events?

0
1 (Correct answer)
2
3

Correct answer: 1

A 'Unique Event' in Google Analytics counts the first time a specific event (defined by Category, Action, and Label) occurs within a single session. Subsequent occurrences of the exact same event within that same session are counted as 'Total Events' but not as additional 'Unique Events.' Therefore, watching the same video three times in one session registers only one unique event.

Question 14: You can only apply a Custom Dimension to data that was collected after you created the dimension.

False (Correct answer)
True

Correct answer: False

Custom Dimensions can be configured to have different scopes: hit, session, user, or product. While hit- and session-level custom dimensions primarily apply to data collected *after* their creation, user-level custom dimensions can be applied retroactively to historical data for that specific user. This allows for more flexible analysis of user behavior over time.

Question 15: Which of these could NOT be tracked using Goals in Google Analytics?

Signing up for a newsletter
Watching a video
Making a purchase
Customer’s lifetime value (Correct answer)

Correct answer: Customer’s lifetime value

Google Analytics Goals are designed to measure specific user actions or engagements on your website, such as page views, event completions, session duration, or pages per session. Customer's lifetime value (LTV) is a more complex metric that typically requires integrating transactional data with user data over an extended period, often involving CRM systems or advanced e-commerce tracking, and isn't directly measured by a standard GA Goal type.

Question 16: Which report shows the percentage of traffic that has visited your site before?

Behavior > Frequency and Recency report
All traffic > Referrals report
Behavior > New vs returning report (Correct answer)
Interests > Affinity categories report

Correct answer: Behavior > New vs returning report

The 'New vs Returning' report within the Audience section of Google Analytics specifically categorizes users based on whether they are visiting your site for the first time or have visited previously. This report provides insights into user loyalty and acquisition effectiveness, showing metrics like session count, bounce rate, and conversion rates for both new and returning segments.

Question 17: Which of these user characteristics CANNOT be used to create a Custom Segment?

Users who have children (Correct answer)
Users 25 to 34 years of age who have their browser set to Spanish
Users that engaged in your social media or email campaigns
Users that viewed a page on your website and then watched a video

Correct answer: Users who have children

Google Analytics collects demographic data like age, gender, and interests (affinity categories, in-market segments) through its Advertising Features, but it does not collect highly personal or sensitive information such as marital status or parental status (e.g., 'users who have children'). Custom segments rely on available data points within Analytics, and this specific characteristic is not among them.

Question 18: Which of the following statements about segments is incorrect?

You can use segments to build custom Remarketing lists
Segments are filters that permanently alter your data (Correct answer)
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 isolate and analyze subsets of your data without permanently changing the underlying raw data. They apply to reports on the fly, enabling you to compare different user groups or sessions. Filters, on the other hand, *do* permanently alter the data as it's processed into a view.

Question 19: Which of these can you NOT share using The Solutions Gallery?

Custom reports
Custom Dimensions (Correct answer)
Goals
Segments

Correct answer: Custom Dimensions

The Google Analytics Solutions Gallery allows users to share and import various configuration assets, such as Custom Reports, Goals, Segments, and Dashboards. However, Custom Dimensions and Metrics are specific to an individual Google Analytics property's setup and cannot be directly shared or imported through the Solutions Gallery. Their definitions often depend on specific data collection implementations.

Question 20: If you want to track users and sessions across multiple domains, what must you set up?

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

Correct answer: Cross-domain tracking

By default, Google Analytics tracks users within a single domain using a first-party cookie. To accurately track a user's journey and sessions when they navigate between two or more related domains (e.g., a main site and a shopping cart on a subdomain or separate domain), you must implement cross-domain tracking. This ensures the client ID is preserved across domains, maintaining a continuous user session.

Question 21: Google Analytics filters are applied in the order in which they are set in your view.

False
True (Correct answer)

Correct answer: True

Google Analytics filters are indeed applied sequentially, in the exact order they appear in your View settings. This order is crucial because a filter's effect can depend on the output of a previous filter. For example, an include filter followed by an exclude filter might yield different results than if their order were reversed.

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

Content Drilldown report
Landing Pages report
Behavior Flow report (Correct answer)
Treemaps 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 helps visualize user engagement, identify popular content, and pinpoint potential drop-off points in the user journey.

Question 23: What four types of Goals are available in Google Analytics?

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

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

Google Analytics offers four primary goal types to measure different user actions. A Destination goal tracks when a user reaches a specific page; an Event goal tracks interactions like video plays or downloads; a Duration goal tracks sessions lasting a minimum amount of time; and a Pages/Screens per Session goal tracks sessions where users view a minimum number of pages.

Question 24: 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, not before. When a report exceeds the sampling threshold, Analytics processes a subset of the data, and then applies any chosen segments to that sampled data. This means that applying segments to a sampled report will still be based on the sampled data, not the full dataset.

Question 25: By default, which of these are NOT Remarketing audiences that you can define?

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

Correct answer: Users who visited your physical store

Remarketing audiences in Google Analytics are built based on online user behavior tracked on your website or app (e.g., pages visited, videos played, language settings). Google Analytics, by default, cannot track or identify users who have visited a physical, offline store, as this data is not collected through web analytics.

Google Analytics IQ Exam Answers 1

By default, which of these is NOT considered a “source” in Google Analytics?