Google Analytics IQ Sample Questions 1 — Questions and Answers

Question 1: What URL tag does AdWords add to the destination URL using autotagging?

urlid=
adid=
gclid= (Correct answer)
utm=

Correct answer: gclid=

When auto-tagging is enabled for AdWords, it adds the `gclid=` parameter to the destination URL. This unique identifier allows Google Analytics to automatically collect detailed information about your AdWords clicks, such as campaign, ad group, keyword, and match type, and link it to user behavior on your website.

Question 2: What is a “dimension” in Google Analytics?

An attribute of a data set that can be organized for better analysis. (Correct answer)
The total amount of revenue a business has made in a given date range.
A comparison of data between two date ranges.
A report that offers information about your audience.

Correct answer: An attribute of a data set that can be organized for better analysis.

In Google Analytics, a 'dimension' is an attribute of a data set that can be organized for better analysis. Dimensions describe your data, such as 'City,' 'Browser,' 'Page Title,' or 'Source.' They provide context to your metrics, allowing you to segment and understand your data more deeply.

Question 3: Which of the following criteria could NOT be used for a Dynamic Remarketing audience?

Users who viewed product detail pages
Users who viewed your homepage
Users who returned an item they purchased (Correct answer)
Users who viewed a search result page on your website

Correct answer: Users who returned an item they purchased

Users who returned an item they purchased could NOT be used for a Dynamic Remarketing audience. Dynamic Remarketing audiences are built based on user behavior tracked on your website, such as viewing specific products, adding to cart, or completing a purchase. Google Analytics does not inherently track product returns, which typically occur post-purchase and often offline or through a separate system.

Question 4: By default, which of these traffic source dimensions does Google Analytics capture for each user that visits your website?

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

Correct answer: Source and Medium

By default, Google Analytics captures 'Source' and 'Medium' for each user that visits your website. 'Source' identifies where the traffic came from (e.g., google, direct, facebook.com), and 'Medium' identifies the general category of the source (e.g., organic, cpc, referral, none). These are fundamental dimensions for understanding traffic acquisition.

Question 5: Which of these CANNOT be collected by the default Analytics tracking code?

Browser language setting
User’s favorite website (Correct answer)
Device and operating system
Page visits

Correct answer: User’s favorite website

The default Analytics tracking code cannot collect a user's 'favorite website.' While it gathers various technical and behavioral data like browser language, device, operating system, and page visits, determining a user's subjective 'favorite website' is beyond its capabilities and privacy scope.

Question 6: Which kinds of hits does Google Analytics track?

Event-tracking hit
Ecommerce-tracking hit
Page-tracking hit
All of the above (Correct answer)

Correct answer: All of the above

Google Analytics tracks all the listed kinds of hits. This includes page-tracking hits (for page loads), event-tracking hits (for specific interactions like clicks or downloads), and ecommerce-tracking hits (for transactions and product-related data). These different hit types allow for comprehensive data collection on user behavior.

Question 7: Which report would you use to determine where users start or exit the conversion funnel?

Goal Flow report (Correct answer)
User Timings report
Cohort Analysis report
Treemaps report

Correct answer: Goal Flow report

To send data from a web-connected device like a point-of-sale system to Google Analytics, you would use The Measurement Protocol. This protocol provides a standardized way to send raw user interaction data directly to Google Analytics from any internet-connected environment, extending tracking beyond traditional websites and mobile apps.

Question 8: Which of these is NOT possible when you link your AdWords account to Google Analytics?

View AdWords click and cost data alongside your site engagement data in Google Analytics
Adjust keyword bids inside Google Analytics (Correct answer)
Create remarketing lists in Analytics to use in AdWords campaigns
Import Analytics goals and transactions into AdWords as conversions

Correct answer: Adjust keyword bids inside Google Analytics

The 'All Pages report' shows which pages on your site get the most traffic and highest engagement. Found under Behavior > Site Content, this report provides key metrics like pageviews, unique pageviews, average time on page, and bounce rate for every URL, helping you identify your most popular and engaging content.

Question 9: To send data from a web-connected device like a point-of-sale system to Google Analytics, what would you use?

The Measurement Protocol (Correct answer)
Browser cookies
Data Import
The Networking Protocol

Correct answer: The Measurement Protocol

The Measurement Protocol lets you send data to Analytics from any internet-connected device. It’s particularly useful when you want to send data to Analytics from a kiosk, a point of sale system, or anything that is not a website or mobile app

Question 10: Which report shows which pages on your site get the most traffic and highest engagement?

All Pages report (Correct answer)
Frequency and Recency report
Active Users report
Engagement report

Correct answer: All Pages report

The 'All Pages report' within the Behavior section of Google Analytics provides a comprehensive list of every page on your website. It displays key metrics such as pageviews, unique pageviews, average time on page, and bounce rate for each page, allowing you to identify which pages are most popular and engaging.

Question 11: Which type of Custom Report shows a static sortable table with rows of data?

Map Overlay
Flat Table (Correct answer)
Pivot Table
Explorer

Correct answer: Flat Table

A 'Flat Table' is a type of Custom Report display in Google Analytics that shows a static, sortable table with rows of data. It presents your chosen dimensions and metrics in a straightforward, tabular format, making it easy to view and sort raw data without complex visualizations or pivot capabilities.

Question 12: What would you set up to collect how many comments users posted to a webpage on your site?

Calculated Metric
Custom Channel Groupings
Custom Metric (Correct answer)
Custom Dimension

Correct answer: Custom Metric

To collect the number of comments users posted, you would set up a Custom Metric. Custom Metrics allow you to track numerical data specific to your business that isn't automatically collected by Google Analytics, such as the count of comments, video plays, or specific button clicks. This enables you to quantify user interactions beyond standard metrics like pageviews or sessions.

Question 13: Assigning a value to a Google Analytics Goal allows you to do which of the following?

Analyze the conversion funnel on your website.
Track real-time revenue for your business
Compare goal conversions and measure changes and improvements to your site (Correct answer)
Track actual revenue from your conversions

Correct answer: Compare goal conversions and measure changes and improvements to your site

Assigning a monetary value to a Google Analytics Goal allows you to compare the relative worth of different goals and measure changes and improvements to your site over time. While it doesn't track actual revenue (which is handled by e-commerce tracking), it provides a quantifiable way to understand the impact of non-e-commerce conversions. This helps in prioritizing optimization efforts and demonstrating the business value of various user actions.

Question 14: Sharing a Custom Report will share the data in that report.

False (Correct answer)
True

Correct answer: False

Sharing a Custom Report in Google Analytics only shares the report configuration and template, not the underlying data. The data displayed in the report will be based on the recipient's access permissions and the data available in their Google Analytics view. This ensures data privacy and control, as users only see data they are authorized to access.

Question 15: Views can include website data from before the view was created.

False (Correct answer)
True

Correct answer: False

Views in Google Analytics are created at a specific point in time and only collect data from that point forward. They do not include historical data from before the view was created. This means any filters, goals, or settings applied to a view will only affect data collected after its creation date.

Question 16: What is the “Bounce Rate” in Google Analytics?

The percentage of visits when a user landed on your website and exited without any interactions (Correct answer)
The percentage of total site exits
The number of times unique users returned to your website in a given time period
The percentage of sessions in which a user exits from your homepage

Correct answer: The percentage of visits when a user landed on your website and exited without any interactions

Bounce Rate in Google Analytics is the percentage of single-page sessions in which there was no interaction with the page. This means a user landed on your website and exited without clicking on any links, navigating to other pages, or triggering any events. A high bounce rate can indicate issues with content relevance, user experience, or page loading speed.

Question 17: What four parameters can you include with an event hit for reporting?

Category, Action, Label, Total Events
Category, Action, Label, Value (Correct answer)
Category, Action, Label, Unique Events
Event, Category, Action, Label

Correct answer: Category, Action, Label, Value

When sending an event hit to Google Analytics, you can include four primary parameters for reporting: Category, Action, Label, and Value. These parameters allow you to organize and provide context for user interactions, such as 'Videos' (Category), 'Play' (Action), 'Homepage Video' (Label), and '30' (Value for seconds played).

Question 18: Which report demonstrates how well specific parts of your website performed?

Content Drilldown report (Correct answer)
Top Events report
Frequency and Recency report
Location report

Correct answer: Content Drilldown report

The Content Drilldown report in Google Analytics demonstrates how well specific parts or directories of your website performed. It allows you to navigate through your site's structure, showing pageviews, unique pageviews, and other metrics for pages within each subdirectory. This helps identify popular sections and areas needing improvement.

Question 19: Where in the HTML of your webpage should you place your Analytics tracking code?

Just before the closing </body> tag of your website
Just after the opening <body> tag of your website
Just after the opening <head> tag of your website
Just before the closing </head> tag of your website (Correct answer)

Correct answer: Just before the closing </head> tag of your website

For optimal performance and accurate data collection, the Google Analytics tracking code should be placed just before the closing </head> tag of your webpage. This ensures the tracking code loads early in the page's rendering process, allowing it to capture user interactions as soon as the page begins to load.

Question 20: You cannot change the default session timeout duration in Google Analytics.

False (Correct answer)
True

Correct answer: False

You can indeed change the default session timeout duration in Google Analytics. The default session timeout is 30 minutes of inactivity, but you can adjust this setting in the Property Settings to be shorter or longer, depending on the nature of your website and typical user behavior. This customization helps accurately define a 'session' for your specific analytics needs.

Question 21: How would you reduce the time it takes to compile reports in Google Analytics?

Choose “Faster response” in the sampling pulldown menu (Correct answer)
Choose “Greater precision” in the sampling pulldown menu
Remove any filters you have added to the view
Remove any Secondary Dimensions you have added to the report

Correct answer: Choose “Faster response” in the sampling pulldown menu

To reduce the time it takes to compile reports in Google Analytics, especially for large datasets, you can choose 'Faster response' in the sampling pulldown menu. This option uses a smaller sample of your data to generate reports more quickly, though with slightly less precision. Conversely, 'Greater precision' uses a larger sample but takes longer to process.

Question 22: Which of these channels is NOT included in the default Channels report?

Display
Device (Correct answer)
Direct
Organic Search

Correct answer: Device

The 'Device' channel is NOT included in the default Channels report in Google Analytics. The default channels typically categorize traffic sources like Organic Search, Paid Search, Direct, Referral, Social, Email, and Display. Device information (e.g., desktop, mobile, tablet) is available as a dimension in other reports, but not as a top-level channel grouping.

Question 23: Which report helps you determine the percent of your site traffic that has visited previously?

Frequency & Recency report
Referrals report
New vs Returning report (Correct answer)
Sales Performance report

Correct answer: New vs Returning report

The New vs Returning report helps you determine the percentage of your site traffic that has visited previously. This report segments your audience into 'New Visitors' and 'Returning Visitors,' providing insights into user loyalty and acquisition effectiveness. It allows you to compare engagement metrics between these two crucial audience segments.

Question 24: Which report indicates the last page users viewed before leaving your website?

Pages report
Exit Pages report (Correct answer)
All Pages report
Landing Pages report

Correct answer: Exit Pages report

The Exit Pages report indicates the last page users viewed before leaving your website. This report is crucial for identifying pages where users frequently abandon their sessions. Analyzing these pages can help uncover potential issues with content, calls to action, or user experience that lead to users exiting your site.

Question 25: What type of data does Google Analytics prohibit you from collecting?

Product SKU(s)
Billing city
Personally identifable information (Correct answer)
Purchase amount

Correct answer: Personally identifable information

Google Analytics strictly prohibits the collection of Personally Identifiable Information (PII), such as names, email addresses, social security numbers, or any data that could identify an individual. This policy is in place to protect user privacy and comply with data protection regulations. Violating this policy can lead to account termination.

Google Analytics IQ Sample Questions 1

What URL tag does AdWords add to the destination URL using autotagging?