Google Analytics Certification Exam
"Digital analytics" is the analysis of qualitative and (a) ___________________ data from your business and the competition to drive a (b) ___________________ of the online experience that your (c) ___________________ and potential customers have which translates to your desired (d) ___________________. (a) numeric, (b) continual change, (c) customers, (d) audience (a) quantitative, (b) continual improvement, (c) customers, (d) outcomes (a) numeric, (b) continual improvement, (c) customers, (d) audience (a) quantitative, (b) continual change, (c) customers, (d) outcomes
(a) quantitative, (b) continual improvement, (c) customers, (d) outcomes
Which of the following is a valid tagged custom campaign? Select all that apply. a) www.example.com?utm_medium=email&utm_source=newsletter1&utm_campaign=spring b) www.example.com?utm_medium=referral&utm_source=example&utm_campaign=winter c) www.example.com?utm_medium=cpc&utm_source=mysearch&utm_campaign=spring&utm_term=backpacks d) www.example.com?utm_campaign=fall&utm_medium=email&utm_source=newsletter1&utm_content=a1
a) b) c) d)
Which of the following platforms is Google Analytics capable of tracking? Check all that apply. a) User activity on a website b) User activity on a mobile website c) User activity on a mobile application d) User activity on a gaming console e) User activity on any digitally connected device
a) b) c) d) e)
To calculate ROI correctly, Google Analytics needs (select all that apply) a) Cost b) Operating Cost c) Margin d) Interest Rate e) Revenue
a) + e)
Which of the following are required to create a Custom Report? Check all that apply. a) A report title must be entered b) Multiple report tabs must be created c) Multiple metric groups must be created d) At least one metric must be added e) At least one dimension must be added f) A report filter must be applied
a) A report title must be entered d) At least one metric must be added e) At least one dimension must be added
Which of these best defines a Destination goal in Google Analytics? a) A website page viewed by the user once they have completed a desired action b) A KPI c) A page that has given you revenue d) The most popular page on your site
a) A website page viewed by the user once they have completed a desired action
Which of the following would be valid segments to consider using to analyze traffic patterns in your data? a) All of these answers are correct. b) traffic by time of day c) traffic by device category d) traffic by marketing channel e) traffic by geography
a) All of these answers are correct.
Which of the following should you manually tag with campaign tracking variables? Check all that apply. a) Banner ads b) AdWords campaigns c) Referrals d) Organic search traffic e) Non-AdWords CPC campaigns f) Email campaigns
a) Banner ads e) Non-AdWords CPC campaigns f) Email campaigns
To see the bounce rate of a specific medium in an Acquisitions report: Check all that apply. a) Change the primary dimension in the Channels report to "Medium" and view the Bounce Rate metric b) Change the primary dimension in the Source/Medium report to "Medium" and view the Bounce Rate metric c) Change the primary dimension in the Referrals report to "Medium" and view the Bounce Rate metric d) You cannot see this information in any Acquisitions reports.
a) Change the primary dimension in the Channels report to "Medium" and view the Bounce Rate metric b) Change the primary dimension in the Source/Medium report to "Medium" and view the Bounce Rate metric
Which of the following are configurations that permanently modify your data during the processing stage? (select all that apply) a) Channel Groups b) Content Groups c) Custom Reports d) Filters e) Goals f) Javascript Customization
a) Channel Groups b) Content Groups d) Filters e) Goals
You want to evaluate the landing pages you are using for AdWords ads. Which of the following dimensions would be most useful? a) Destination URL b) Ad Group c) Campaign d) Placements e) Keyword
a) Destination URL
Your business objective is to maximize the number of sales through your website. Which of the following metrics would most directly help you measure performance against this objective? a) Ecommerce Conversion Rate b) Bounce Rate c) Pages/Visit d) Visits e) Page Value
a) Ecommerce Conversion Rate
You want to know whether button X is clicked more often than button Y. Which of the following would be most useful? a) Events b) Annotations c) Intelligence d) Real-Time
a) Events
You've found that most of your customers initially learned about your brand via a display ad. Which of the following attribution models will give credit to display ads that introduced customers to your brand? Select all that apply. a) First Interaction attribution model b) Last Non-Direct Click attribution model c) Linear attribution model d) Position Based attribution model e) Last Click attribution model
a) First Interaction attribution model c) Linear attribution model d) Position Based attribution model
Which of the following metrics shows the number of times your ads were displayed? a) Impressions b) CTR c) Visits d) Clicks e) Pageviews
a) Impressions
Which of the following would you use to set up a custom alert? a) Intelligence b) Real-Time c) Conversions d) Content
a) Intelligence
How can you add data to Google Analytics from other sources? (select all that apply) a) Link your AdWords account to Google Analytics to import advertising data b) Use Cost Data Upload to import click and cost data from non-AdWords campaigns c) Import a .csv file into Google Analytics to attach new dimensions to existing dimensions d) Upload data to Google Spreadsheets and automatically sync it with your Google Analytics account
a) Link your AdWords account to Google Analytics to import advertising data b) Use Cost Data Upload to import click and cost data from non-AdWords campaigns c) Import a .csv file into Google Analytics to attach new dimensions to existing dimensions
Which of the following would you use to send data from a web connected point-of-sale system to Google Analytics? a) Measurement Protocol b) any of these would be appropriate c) Campaign Tracking parameter d) JavaScript tracking code e) Google Analytics mobile SDK
a) Measurement Protocol
Which of the following would help you to determine the conversion value of a paid keyword? a) Multi-Channel Funnels b) CPM c) CTR d) Real-Time e) none of these answers
a) Multi-Channel Funnels
A macro conversion a) Occurs when someone completes an action that's important to your business b) Is your highest converting campaign c) Always occurs prior to a micro conversion d) Is a large revenue sale that is directly attributable to a display campaign e) Occurs when over 50% of visitors buy an item
a) Occurs when someone completes an action that's important to your business
Which of the following would be most useful for ranking pages according to revenue contribution? a) Page Value b) Bounce Rate c) Revenue d) ROI e) Margin
a) Page Value
Which of the following are "hit" types tracked by Google Analytics? (select all that apply) a) Pageviews b) Reservations c) Events d) Transactions
a) Pageviews c) Events d) Transactions
You need to immediately find out whether people are viewing the new content that you just added today. Which of the following would be most useful? a) Real-Time b) Intelligence c) Annotations d) Secondary dimensions
a) Real-Time
Which of the following are true about segmentation? Select all that apply. a) Segmentation can help you find the underlying causes of changes to your aggregate data. b) Segmentation allows you to isolate and analyze subsets of your data. c) Segmentation should generally not be used without Real-Time reporting. d) Segmentation is a technique that should only be used by experienced analysts.
a) Segmentation can help you find the underlying causes of changes to your aggregate data. b) Segmentation allows you to isolate and analyze subsets of your data.
For each user who comes to your site, Google Analytics automatically captures which of the following Traffic Source dimensions? a) Source and Medium b) Source, Medium, Campaign, and Ad Content c) Campaign and Medium d) Campaign and Ad Content
a) Source and Medium
Which of the following could be measured by defining a goal in Google Analytics? Check all that apply. a) The percentage of sessions that result in a site registration b) The percentage of sessions that are unique c) The percentage of sessions which contain three or more pageviews d) The percentage of sessions during which users spend at least 2 minutes on the site
a) The percentage of sessions that result in a site registration c) The percentage of sessions which contain three or more pageviews d) The percentage of sessions during which users spend at least 2 minutes on the site
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? a) Time Lag b) Conversion Value c) Path Length d) Top Conversion Paths e) Assisted/Last Interaction Conversions
a) Time Lag
When configuring a goal, why is it useful to assign a goal value? a) To attribute monetary value to a non e-commerce site b) To calculate e-commerce metrics c) To determine the popularity of webpages d) You must assign a goal value in order to track conversions
a) To attribute monetary value to a non e-commerce site
Which of the following are possible uses of views within a single Google Analytics account? a) To look more closely at traffic to a specific part of a site (a page or selection of pages) b) To limit a user's access to a subset of data c) To track domains that belong to another account d) To look more closely at traffic to a specific subdomain
a) To look more closely at traffic to a specific part of a site (a page or selection of pages) b) To limit a user's access to a subset of data d) To look more closely at traffic to a specific subdomain
The following are examples of dimensions: (select all that apply) a) Traffic source b) Page name c) Country d) Unique visitors
a) Traffic source b) Page name c) Country
If an app gets uninstalled and then reinstalled, Google Analytics will have to create a new unique identifier on the device instead of matching the session as coming from a returning user. a) True b) False
a) True
If the data for a report you request is stored in a standard aggregate table, it will never be sampled in Google Analytics. a) True b) False
a) True
Once your Google Analytics data has been processed, it can not be changed. a) True b) False
a) True
Rather than using the random numbers that the tracking code creates, you can override the unique ID with your own number. a) True b) False
a) True
Similar to the JavaScript and mobile SDKs, you'll need to include a tracking ID with each hit collected by the Measurement Protocol. a) True b) False
a) True
The measurement protocol can collect and send user activity data to Google Analytics from any web-connected device, such as a ticket kiosk. a) True b) False
a) True
Third-party data may be joined with the Google Analytics data collected via the tracking code. a) True b) False
a) True
True or False. In order to see data in the Multi-Channel Funnels reports you must first implement Goals or Ecommerce. a) True b) False
a) True
True or False. It is possible to customize the default channels in the Channels report and create your own custom channels from scratch. a) True b) False
a) True
True or False. The date range set for a Dashboard doesn't apply to Real-Time widgets since they only show data for current active users, not historical data. a) True b) False
a) True
You should include Google Analytics tracking code on every page of a website you want to track. a) True b) False
a) True
True or False: The order in which filters appear in your view settings matters. a) True. Filters are executed in the order in which they appear. b) False. Filters are not necessarily executed in the order in which they appear.
a) True. Filters are executed in the order in which they appear.
The following are examples of metrics: (select all that apply) a) Unique visitors b) Page name c) Average visit duration d) Traffic source
a) Unique visitors c) Average visit duration
The URL for the homepage of your site is example.com/index. You would like this to appear as "/home" in your Pages report. How can this be achieved? a) Use a Search and Replace custom filter on the Request URI field where Search Strings is "/index" and Replace String is "/home" b) Use a Search and Replace custom filter on the Request URI field where Search String is "www.example.com/index" and Replace String is "www.example.com/home"
a) Use a Search and Replace custom filter on the Request URI field where Search Strings is "/index" and Replace String is "/home"
What is the hierarchy of the Google Analytics data model? a) User > Session > Interactions b) Sessions > Visitors > Interactions c) Sessions > Users > Interactions d) Interactions > Users > Sessions
a) User > Session > Interactions
Which of the following Behavior metrics shows the number of sessions that included a view of a page? a) Visits b) Unique Pageviews c) Pageviews d) Bounce rate e) Unique Visits
a) Visits
Which of the following types of traffic will show in the "Campaigns" report? Check all that apply a) Visits from Google AdWords campaigns that have autotagging enabled b) Visits from Google AdWords campaigns that have autotagging disabled and no manual campaign tagging c) Visits from all links tagged with the parameter utm_medium=cpc d) Visits from all links tagged with the utm_campaign parameter
a) Visits from Google AdWords campaigns that have autotagging enabled d) Visits from all links tagged with the utm_campaign parameter
Which of the following questions could you answer with the Ecommerce reports? Check all that apply. a) Which product category brings in the most revenue for my business? b) What are the ten most frequently purchased products on my site? c) What products did a visitor purchase together in the same transaction? d) What is the average order value of the transactions placed on my site?
a) Which product category brings in the most revenue for my business? b) What are the ten most frequently purchased products on my site? c) What products did a visitor purchase together in the same transaction? d) What is the average order value of the transactions placed on my site?
Your Multi-Channel Funnel reports have no data. What is the most likely reason? a) You haven't implemented Goals or Ecommerce b) Your are not using Content Experiments c) You haven't enabled demographic data d) You haven't set up Goal Funnels e) You are not using Google Tag Manager
a) You haven't implemented Goals or Ecommerce
Which of the following could you use to set targets for your measurement plan? Check all that apply. a) Your historical site performance b) Third-party industry benchmark data c) Internal expectations from your business leadership d) A random guess
a) Your historical site performance b) Third-party industry benchmark data c) Internal expectations from your business leadership
To add external data to Google Analytics using the Data Import feature, you must have: a) a key that links the imported data with Google Analytics b) a key that links the imported data with your AdWords account c) an SDK that links the imported data with Google Analytics d) an API that links the imported data with your AdWords account
a) a key that links the imported data with Google Analytics
You can adjust sample size in Google Analytics by a) adjusting a control in the reporting interface b) adjusting the session timeout control c) adding a segment to your report d) any of these actions will adjust the sample size
a) adjusting a control in the reporting interface
The reporting APIs can be used to: (select all that apply) a) automate complex reporting tasks b) automate your tracking code customizations c) retrieve Google Analytics data for use in your own applications d) build your own dashboard with Google Analytics data
a) automate complex reporting tasks c) retrieve Google Analytics data for use in your own applications d) build your own dashboard with Google Analytics data
The tracking code in Google Analytics: (select all that apply) a) connects data to your specific Google Analytics account b) sends data back to your Google Analytics account for reporting c) tracks changes in your AdWords account d) identifies new and returning users
a) connects data to your specific Google Analytics account b) sends data back to your Google Analytics account for reporting d) identifies new and returning users
In the Linear attribution model, a) each touchpoint in the conversion path share equal credit for the conversion b) the last touchpoint receives 100% of the credit for the conversion c) the touchpoints closest in time to the conversion get most of the credit d) the first touchpoint receives 100% credit for the conversion
a) each touchpoint in the conversion path share equal credit for the conversion
The Site Search reports show: a) how users search your site b) traffic coming from search engines c) traffic coming from Google organic search d) traffic coming from Google paid search
a) how users search your site
Filters can modify the data in your Google Analytics reports by: (select all that apply) a) including data b) excluding data c) exporting data d) changing how data looks in reports
a) including data b) excluding data d) changing how data looks in reports
Which of the following are considered the four main components of how the Google Analytics system works? Select four correct answers. a) reporting b) replication c) collection d) configuration e) calculation f) analysis g) certification h) processing
a) reporting c) collection d) configuration h) processing
The demographics and interest category information in Google Analytics comes from a) the DoubleClick third-party cookie b) Google Tag Manager c) survey data filled out by users d) Information that you upload from your CRM e) The AdWords first-party cookie
a) the DoubleClick third-party cookie
What is Bounce Rate? a) the percentage of visits when a visitor viewed only one page and then exited without a second interaction on the site b) the percentage of times unique visitors returned to your website in a given time period c) the percentage of sessions for which a visitor exits from your homepage d) the percentage of site exits
a) the percentage of visits when a visitor viewed only one page and then exited without a second interaction on the site
Each query sent to the Reporting API must specify: (select all that apply) a) the start and end dates b) the name of the standard report you wish to use c) which metrics to display d) the ID of the account view that the data should be retrieved from
a) the start and end dates c) which metrics to display d) the ID of the account view that the data should be retrieved from
What is the purpose of the URL builder? a) to generate a URL with tracking parameters b) to optimize landing pages c) using the URL builder is required in order to track AdWords visits d) to generate the URL tracking parameters that need to be appended to an organic search result
a) to generate a URL with tracking parameters
During data Processing, Google Analytics: a) transforms the raw data from Collection using the Configuration settings b) collects the data from Analytics tracking code added to a website, mobile application or other digital environment c) lets you access and analyze your data using the Reporting interface d) lets you adjust Configuration settings before data is collected
a) transforms the raw data from Collection using the Configuration settings
When Google Analytics processes data, one of the main tasks it completes is organizing hits into: a) users and sessions b) cohorts and interactions c) registered users and browsers d) purchasers and browsers
a) users and sessions
Which of the following is not a standard campaign parameter? a) utm_adgroup b) utm_content c) utm_campaign d) utm_source
a) utm_adgroup
Which campaign tracking variables are required in order to ensure accurate data shows for your campaigns in the „All Traffic" report? Select all that apply. a) utm_campaign b) utm_term c) utm_source d) utm_medium e) utm_content
a) utm_campaign c) utm_source d) utm_medium Note: The new version of this question allows only one answer, so the correct option is "utm_campaign, utm_source, utm_medium"
A customer visits your site four times in a month before making a $100 purchase on your site. She first comes to your site by clicking on a search ad, then a social media ad, then another search ad, and finally a display ad. If you're using a linear attribution model, how much conversion credit could be assigned to the last display ad? a) $0 b) $25 c) $50 d) $100
b) $25 Note: The conversion credit is calculated as follows: purchase value/touch-points in the conversion path = 100/4 = 25
Which of the following are metrics? Select all that apply. a) City b) % New Visits c) Pageviews d) Browser
b) % New Visits c) Pageviews
In order to set up ecommerce tracking, you need to_________. Select all that apply. a) have linked an AdWords account with your Google Analytics account b) enable ecommerce tracking in at least one of the views for a property c) add ecommerce tracking JavaScript to your receipt page or "transaction complete" page d) add an ecommerce campaign variable to your URLs
b) + c)
Person A and person B each visits your commerce site once. During her visit, person A buys one of your products. Then, before leaving the site, she makes another purchase. Person B buys nothing. What is your ecommerce conversion rate for these two visits? a) 0% b) 100% c) 50% d) 33% e) 200%
b) 100% Note: The ecommerce conversion rate is calculated like this: number of transactions / visits = 2/2 = 1 = 100%
By default, an Analytics session ends when inactive for: a) 15 minutes b) 30 minutes c) 45 minutes d) 60 minutes
b) 30 minutes
You run a heavy-machinery business and use your website to generate sales leads for high-priced items. Which of the following actions below would you consider the main "macro conversion" for your site? a) A potential customer visits a lead form, but doesn't fill it out or submit it. b) A potential customer fills out and submits a lead form. c) A potential customer downloads a spec sheet for one of your machines. d) A potential customer signs up for your weekly newsletter. e) A potential customer joins your social media community.
b) A potential customer fills out and submits a lead form.
Which of the following is a session level interaction? a) ecommerce transaction b) All of these answers are correct. c) social interaction d) pageview e) event
b) All of these answers are correct.
You've noticed that many users visit your site several times before converting and you want to understand in more detail how they arrive at your site. Which of the following metrics would be most helpful in showing you whether a keyword is part of a conversion path? a) Visits b) Assisted Conversions c) Bounce Rate d) Impressions e) Clicks
b) Assisted Conversions
Which of the following suggests a poorly performing landing page? a) Bounce Rate > 90% b) Bounce Rate < 90% c) % New Visits > 90% d) % New Visits < 90% e) None of these answers
b) Bounce Rate < 90%
How is Google Analytics able to determine if a group of website interactions are all from the same user device? a) By detecting what city, operating system and browser the hits come from b) By setting a unique ID for the device that is attached to each hit c) By grouping together all hits that are collected within a 30 minute time period d) Google Analytics is not able to detect if a group of interactions are from the same user device
b) By setting a unique ID for the device that is attached to each hit
You want a second view of your data where you only see traffic to a specific subdirectory. What is the best way to set this up? a) Create a new view and apply an advanced filter that deletes page data outside the subdirectory b) Create a duplicate view and add a filter: select "Include only traffic to a subdirectory" from the Filter Type drop down, and specify the subdirectory c) Create a second Google Analytics account, and apply the new tracking code to the pages in the subdirectory d) Create a new web property and add the new tracking code to the pages on the subdirectory
b) Create a duplicate view and add a filter: select "Include only traffic to a subdirectory" from the Filter Type drop down, and specify the subdirectory
You publish articles by many different authors on your site. You want to create a report that shows the total number of pageviews for each author. Which of the following features will allow you to add author information to Google Analytics? a) Analytics Intelligence b) Data Import c) Segments d) Annotations e) Custom Reports
b) Data Import (note: there is an older version of this question where the answer instead of this is "Dimension Widening")
Which of the following are examples of Sources? Select all that apply. a) Email b) Example.com c) Search d) Google e) Display
b) Example.com d) Google Note: Direct would also be a Source.
Every metric may be combined with every dimension in Google Analytics. a) True b) False
b) False
For mobile applications, Google Analytics will use the same Javascript tracking code as websites. a) True b) False
b) False
If you decrease the sample size for a report, more sessions will be used to calculate the report and it will take longer to generate. a) True b) False
b) False
The same type of Google Analytics tracking code should be used for both a website and a mobile app. a) True b) False
b) False
True or False. Custom Reports will only display data for the date range selected at the time the report is created. a) True b) False
b) False
True or False: To collect mobile application data with Google Analytics, you should implement the exact same code you use for your website tracking. a) True b) False
b) False
True or False: When you share a link to a custom report, you share the data in the report. a) True: Sharing a link to a custom report shares the data in the report. b) False: Sharing a link to a custom report only shares a template for the report.
b) False: Sharing a link to a custom report only shares a template for the report.
Which of the following metrics would be most useful in measuring how many conversions were initiated by Paid Search? a) Assisted Conversion Value b) First Interaction (Click) Conversions c) Conversion Rate d) None of these metrics
b) First Interaction (Click) Conversions
You want to create a report comparing the performance of pages on your site and decide to use the following dimensions and metrics: Page Title, Avg. Visit Duration, Goal 1 Conversion Rate. Which of the following statements is true about this report? a) Google Analytics will allow you to create this report, and the report makes sense since you chose to combine hit-level metrics with the hit-level dimension Page Title. b) Google Analytics will allow you to create this report, but the report does not make sense since you chose to combine session-level metrics with the hit-level dimension Page Title. c) Google Analytics will not allow you to create this report.
b) Google Analytics will allow you to create this report, but the report does not make sense since you chose to combine session-level metrics with the hit-level dimension Page Title.
Which of the following AdWords reports would you use to investigate when you should modify your bidding during certain hours of the day to optimize conversions? a) AdWords Keywords b) Hour of Day c) Destination URLs d) Placements e) Campaigns
b) Hour of Day Note: There is an older version of this questions where the answer was "Day Parts" but that report does not exist anymore!
You want to know whenever weekly revenue for your "spring sale" campaign increases or decreases by 10%. Which of the following would me most useful? a) Secondary Dimensions b) Intelligence Alerts c) Annotations d) Real-Time
b) Intelligence Alerts
Which of the following would you use to send data from a website to Google Analytics? a) Campaign Tracking paramenter b) JavaScript tracking code c) none of these would be appropriate d) Google Analytics mobile SDK
b) JavaScript tracking code
Create a goal in the "Master Profile" for the website to match the following pages: www.mysite.com/thankyou/shoes www.mysite.com/thankyou/shirt www.mysite.com/thankyou What match type and URI pattern did you use to create the goal in your account? a) Match type: Equals to; URI pattern: /thankyou b) Match type: Begins with; URI pattern: /thankyou c) Match type: Equals to; URI pattern: www.mysite.com/thankyou d) Match type: Begins with; URI pattern: www.mysite.com/thankyou
b) Match type: Begins with; URI pattern: /thankyou
Which of the following Google Analytics dimensions are only available for AdWords traffic? Check all that apply. a) Medium b) Matched Search Query c) Query Match Type d) Placement Domain e) Source f) Campaign
b) Matched Search Query c) Query Match Type d) Placement Domain
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)? a) One account, one property, no views b) One account, two properties c) One account, one property, two views d) One account, one property, one view, because you can't use Google Analytics to track the mobile app
b) One account, two properties
You want to see conversion rates for Windows visits coming from London. Which of the following dimensions would you need to select? a) City, and Goal Conversion Rate as a secondary dimension b) Operating System, and City as a secondary dimension c) Goal Conversion Rate, and City as a secondary dimension d) any one of these options
b) Operating System, and City as a secondary dimension
Which of the following are examples of channels? Select all that apply. a) Audience b) Organic Search c) Conversion d) Display e) Email
b) Organic Search d) Display e) Email Note: Other channels are Direct, Referral, Paid Search, Social.
Which of the following would most quickly allow you to determine whether the Google Analytics code snippet is working on a specific website page? a) Annotations b) Real-Time c) Secondary dimensions d) Intelligence Alerts
b) Real-Time
Which of the following are true about segmentation? Check all that apply. a) Segmentation allows you to combine data from multiple web properties in your reports. b) Segmentation allows you to isolate and analyze subsets of your data. c) Segmentation is a technique that should only be used by experienced analysts. d) Segmentation can help you find the underlying causes of changes to your aggregate data.
b) Segmentation allows you to isolate and analyze subsets of your data. d) Segmentation can help you find the underlying causes of changes to your aggregate data.
Which of the following are possible ways to view the dimension "Ad Content" in your Google Analytics AdWords reports? Check all that apply. a) Switch the primary dimension in the AdWords Campaigns report to "Ad Content" b) Switch the primary dimension in the AdWords Keywords report to "Ad Content" c) Add "Ad Content" to the Campaigns report as a secondary dimension
b) Switch the primary dimension in the AdWords Keywords report to "Ad Content" c) Add "Ad Content" to the Campaigns report as a secondary dimension
Which of the following reporting tools would you use to exclude any rows of a report with fewer than 50 visits? a) Date comparison b) Table filter c) Table sort d) Plot rows e) Primary dimension f) Secondary dimension g) Pie chart h) Pivot table
b) Table filter
Why might a site have a high Bounce Rate? Check all that apply. a) The landing page of the site has extra Event Tracking implemented to track additional actions besides pageviews. b) The ads that bring the users to the site set different expectations than the landing page. c) The site only has one page (e.g. a simple blog). d) The page that your users typically land on doesn't have enough information or a good call-to-action.
b) The ads that bring the users to the site set different expectations than the landing page. c) The site only has one page (e.g. a simple blog). d) The page that your users typically land on doesn't have enough information or a good call-to-action.
Which of the following statements are true? Check all that apply. a) If you make a mistake with a configuration setting on a view, you can always reprocess the data to fix it. b) To view data from two websites in aggregate using Google Analytics, you must use the same tracking ID on both sites. c) Once a view is deleted it can be restored using the trash can feature. d) When a new view is created, it will show the historical data from the first view you created for the property.
b) To view data from two websites in aggregate using Google Analytics, you must use the same tracking ID on both sites. c) Once a view is deleted it can be restored using the trash can feature.
Which of the following Multi-Channel Funnels reports would you use to see the most common sequences of marketing touch points that lead to conversions on your site or app? a) Assisted Conversions b) Top Conversion Paths c) Time Lag d) Path Length
b) Top Conversion Paths
You want to measure the percentage of sessions during which the user clicks a "product detail" button. Which of the following would you need to do in order to see this information? a) Track the button as a page view and look at the Events Overview b) Track the button with an event and set up an event goal c) Enable the button as a KPI and set up a dashboard d) Set up a "product details" button in the ecommerce JavaScript e) None of these options will work
b) Track the button with an event and set up an event goal
Which of the following are required in order to see data for each page of a three-page conversion process in the Goal Flow report? Check all that apply. a) You must have Ecommerce reporting implemented. b) You must set up a Goal for the conversion. c) You must set up each of the three pages as a funnel step in the Goal settings. d) None of the above. Goal Flow reports are automatically populated with data about your conversion processes.
b) You must set up a Goal for the conversion. c) You must set up each of the three pages as a funnel step in the Goal settings.
Which of the following represents a macro conversion for an ecommerce site? a) receiving a product inquiry b) a completed sales transaction c) collecting a lead d) a click on a "buy" button e) all of the above
b) a completed sales transaction
You should add Analytics tracking code to your site___________________ a) before documenting your business objectives b) after implementation planning c) when it's convenient for your IT team d) during measurement planning
b) after implementation planning
Setting up goals allows you to see________. a) bounce rate b) conversion rates c) a list of transactions d) ecommerce revenue
b) conversion rates
Which of the following should you NOT collect with the Google Analytics ecommerce JavaScript? a) tax amount b) credit card number c) billing city d) purchase amount e) product SKU(s)
b) credit card number
It is recommended that you place the Google Analytics javascript tracking code: a) just after the opening <head> tag b) just before the closing </head> tag c) just after the opening <footer> tag d) just before the closing </footer> tag
b) just before the closing </head> tag
Which of the following traffic mediums are automatically tracked by Google Analytics without extra tagging or account linking? Check all that apply. a) search b) referral c) cpc d) organic e) email f) display g) ppc i) (none), when the traffic source is "direct"
b) referral d) organic i) (none), when the traffic source is "direct"
You can retrieve Google Analytics reporting data through the following methods: (select all that apply) a) the account administration settings b) the reporting interface c) the SDKs d) an API
b) the reporting interface d) an API
Which campaign tracking variables should you always use when manually tagging a URL? a) utm_content, utm_campaign b) utm_source, utm_medium, utm_campaign c) utm_source, utm_content d) utm_campaign, utm_adgroup, utm_term
b) utm_source, utm_medium, utm_campaign
Google Analytics Goals let you specify: a) which users are likely to convert b) which interactions should be used to calculate conversions c) which users spend the most time on your home page d) which page or screen is the first of a user's visit
b) which interactions should be used to calculate conversions
In order to see data in the Events reports, which of the following must you do in addition to implementing the standard Google Analytics tracking code on your site? a) Set up Event Tracking on the Account settings page and specify which types of events you want to track b) Set up Event Tracking on the Property settings page and specify which types of events you want to track c) Add additional Event Tracking code to each action on your site that you want Google Analytics to track as an event d) None of the above. Events are automatically tracked with the standard Google Analytics tracking code.
c) Add additional Event Tracking code to each action on your site that you want Google Analytics to track as an event
Which of the following are examples of Sources? a) example.com b) mail.google.com c) All of these are possible Sources. d) (direct) e) google
c) All of these are possible Sources.
Which of the following types of data can be collected and reported in the Site Speed reports? a) button click response time b) how quickly images load c) All of these are tracked by the Site Speed reports. d) page-load time for a sample of pageviews on your site e) how quickly the browser parses a page and makes it available for user interaction
c) All of these are tracked by the Site Speed reports.
Your web property is "www.example.com". You set up a URL goal of "/thankyou" and a Match Type of "Begins with". Which of the following URLs will count as goals? a) www.example.com/thankyou.html b) www.example.com/thankyou/receipt.php c) All of these would count as goals. d) www.example.com/thankyou.php
c) All of these would count as goals.
Why is it important that you maintain one unfiltered view when using filters with your Analytics account? a) You will need to configure your goals in the unfiltered view b) Without one unfiltered view, you will not be able to use a filter for multiple views c) An unfiltered view ensures that the original data an always be accessed d) There is no reason to maintain an unfiltered view
c) An unfiltered view ensures that the original data an always be accessed
Which are the four main parts of the Google Analytics platform? a) Configuration, Prozessing, Reporting, and Recollection b) Configuration, Collection, Progressing, and Reporting c) Collection, Configuration, Processing, and Reporting d) Collection, Processing, Continuation, and Reporting
c) Collection, Configuration, Processing, and Reporting
Which of the following technologies or features can be used to add data to Google Analytics? a) Data Import, Real-Time b) Data Import, Intelligence c) Data Import, Measurement Protocol d) Real-Time, Intelligence
c) Data Import and Measurement Protocol
Which of the following should be the first step you complete during the analytics planning process? a) Implement Google Analytics b) Create your implementation plan c) Define your overall measurement plan and business objectives d) Maintain and refine your plans e) Document your technical infrastructure
c) Define your overall measurement plan and business objectives
Which of the following Audience reports would you use to see how often users return to your site? a) Location reports b) Language c) Frequency & Recency reports d) New vs. Returning reports e) Engagement reports f) Browser & OS reports g) Mobile reports
c) Frequency & Recency reports
Which of the following is true of ROI? a) If Cost is $5 and Revenue is $5, your ROI is 50% b) If Cost is $5 and Revenue is $5, your ROI is 100% c) If Cost is $5 and Revenue is $5, your ROI is 0% d) If Cost is $5 and Revenue is $5, your ROI is 20% e) None of these answers are true of ROI
c) If Cost is $5 and Revenue is $5, your ROI is 0% Note: ROI is calculated like this: revenue minus cost / cost = (5 - 5)/5 = 0/5 = 0
A session in Google Analytics consists of: a) The reports generated by users over a specific period of time b) Interactions or hits from a specific user for all time c) Interactions or hits from a specific user over a defined period of time d) A group of users getting together in person to discuss analytics
c) Interactions or hits from a specific user over a defined period of time
The code snippet for tracking websites with Google Analytics is written in: a) AJAX b) Flash c) JavaScript d) PHP
c) JavaScript
Which of the following Behavior reports would you use to identify the pages of your site that have the highest bounce rate as the first page of a user's session? a) All Pages b) Content Drilldown c) Landing Pages d) Exit Pages e) Site Speed f) Site Search g) Events
c) Landing Pages
Which of the following metrics would allow you to assess AdWords campaign profitability? (Select all that apply) a) Revenue per Click b) CTR c) ROI d) Margin e) CPM
c) ROI
If a paid keyword has an Assisted/Last Click or Direct Conversion value of .5, which of the following is true? a) The keyword played an assist role in exactly one conversion b) The keyword played an assist role in exactly five conversions c) The keyword played an assist role less often than it played a last click role d) none of these answers
c) The keyword played an assist role less often than it played a last click role Note: In this example the value is 0.5. That means for example 5 assists and 10 last click or direct conversions = 5/10 = 0,5. If the value would be about 1, the paid keyword played equally an assisted and completed role. If the value would be greater than 1, the keyword played an assisted role.
What are the two methods of importing external data into Google Analytics using Dimension Widening? (select all that apply) a) Linking to Google Spreadsheets b) Using the Mobile SDKs c) Using the API d) Uploading a spreadsheet or CSV file
c) Using the API d) Uploading a spreadsheet or CSV file
Which of the following is an example of adding internal context to your data? Choose one. a) Using third-party data from your competition to set targets for your own site performance. b) Using a monthly visits benchmark from your industry as a whole to set targets for your own site performance. c) Using your site's historical monthly visits data to set a future monthly visits target.
c) Using your site's historical monthly visits data to set a future monthly visits target.
You can adjust the sample size by: (select all that apply) a) adding a segment to your report b) adjusting the session timeout control c) adjusting a control in the reporting interface d) specifying the sample size when querying the API
c) adjusting a control in the reporting interface d) specifying the sample size when querying the API
Which of the following are "hit" types tracked by Google Analytics? a) pageviews b) events c) all of these answers are correct d) transactions
c) all of these answers are correct
Google Analytics stores mobile app usage data locally on the device and sends it to the Analytics account later using a batch process called: a) resending b) rerouting c) dispatching d) displacing
c) dispatching
It's important to have a clear measurement strategy to guide your implementation strategy and your data analysis. Which of the following business objectives would be most relevant for content publishers? a) collecting user information for sales teams to connect with potential leads b) selling products or services c) encourage engagement and frequent visitation d) all these options are equally relevant as business objectives for content publishers
c) encourage engagement and frequent visitation
When do Google Analytics Terms of Service permit sending personally identifying information (PII) to Google? a) when encrypted b) in custom campaigns only c) never
c) never
Google Analytics can recognize returning users a) on websites only b) on websites, Android mobile apps c) on websites, iOS mobile apps, Android mobile apps d) Google Analytics cannot recognize returning users on any device.
c) on websites, iOS mobile apps, Android mobile apps
During aggregation, Google Analytics: a) exports the collected data into a Google Spreadsheet b) organizes the collected data into pivot tables c) organizes the collected data within database tables d) samples the data immediately
c) organizes the collected data within database tables
The process Google Analytics uses to retrieve data from large, complex data sets faster is called: a) retrieval b) expediency c) sampling d) configuration
c) sampling
You want to see the percentage of sessions in which a specific button was clicked. Which of the following would be most useful? a) set up Real-Time reporting b) set up a dashboard c) set up an event goal d) set up a custom report
c) set up an event goal
You have defined goal X such that any PDF download qualifies as a goal conversion. A user comes to your site once and downloads five PDFs. How many goal conversions will be recorded? a) 2 b) 0 c) 5 d) 1
d) 1
Which of the following best represents the hierarchical structure of a Google Analytics account from top to bottom? a) View → Account → Property b) Property → Account → View c) Account → View → Property d) Account → Property → View
d) Account → Property → View
Using filters, you can _______. a) exclude data from a view b) change how the data looks in your reports c) include data in a view d) All of these answers apply
d) All of these answers apply
Which of the following reporting dimensions would be useful to reference if you were rebuilding a website? a) Browser b) Device category c) Language d) All of these dimensions e) None of these dimensions
d) All of these dimensions Note: There also exists a version of this question where "device category" is replaced by "screen colors". The answer is of course the same.
You want to explore traffic metrics by gender and age. Which of the following sections in Analytics will be most useful? a) Behavior b) Conversion c) Admin d) Audience e) Acquisition
d) Audience
What is the first step of analytics planning? a) Document your technical infrastructure b) Implement Google Analytics c) Create your implementation plan d) Define your overall measurement plan and business objectives
d) Define your overall measurement plan and business objectives
Which of the following are examples of Mediums? Select all that apply. a) Conversion b) Example.com c) Google d) Email e) All of these are Mediums.
d) Email Note: Other examples are Organic, CPC, Referral, None (Direct Traffic). Example.com and Google are Sources.
Which of the following attribution models would be useful for evaluating ads and campaigns that are designed to create initial awareness about a brand? a) Last Interaction model b) Last Non-Direct Click model c) Linear model d) First Interaction model
d) First Interaction model
Which of the following Audience reports would you use to determine whether first-time site visitors or repeat site visitors spend more time on your site on average? a) Location reports b) Language c) Frequency & Recency reports d) New vs. Returning reports e) Engagement reports f) Browser & OS reports g) Mobile reports
d) New vs. Returning reports
Channel X has an Assisted/Last Interaction Conversion value of exactly 1. Which of the following is true? a) Channel X equally initiates and assists conversions b) Channel X always initiates conversions c) Channel X is always the last click before conversion d) None of these is true
d) None of these is true Note: The correct answer would be Channel X equally assists and completes conversions.
Which of the following reporting tools would you use to show two rows of data on the same graph? a) Date comparison b) Table filter c) Table sort d) Plot rows e) Primary dimension f) Secondary dimension g) Pie chart h) Pivot table
d) Plot rows
Which of the following are dimensions? a) Conversion Rate b) % New Sessions c) Bounce Rate d) Region
d) Region
Which of the following are dimensions? a) % New Sessions b) Bounce rate c) Conversion Rate d) Screen resolution e) Region
d) Screen resolution e) Region
Which of the following reports allows you to identify the terms visitors use to conduct searches within your site? a) Keyword report b) Affinity Categories c) Search Engine Optimization report d) Site Search report
d) Site Search report
You define a Destination goal by: a) Adding the e-commerce code to the goal page b) Adding the conversion ID to the tracking code on the goal page c) Dragging the goal page onto a Standard Report d) Specifying the conversion page in your view settings within Google Analytics
d) Specifying the conversion page in your view settings within Google Analytics
In which of the following circumstances would you want to increase the default sessions timeout length in Google Analytics? a) The games on your site are highly interactive. b) A typical session on your site involves filling out at least 3 forms. c) The default session timeout length is set dynamically by Google Analytics and you cannot change it. d) The average length of videos on your site is 35 minutes. e) The average article on your site takes 4 minutes to read.
d) The average length of videos on your site is 35 minutes.
In which of the following circumstances would you want to increase the default sessions timeout length in Google Analytics? (Same question as above, different answers) a) You need to start collecting Real-Time Data. b) The default session timeout length is set dynamically by Google Analytics and you cannot change it. c) Users typically spend less than 2 minutes on each page of your site. d) The average length of videos on your site is 35 minutes.
d) The average length of videos on your site is 35 minutes.
A visitor comes to your site but stops looking at pages and generating events. Which of the following will occur by default? a) Google Analytics does not keep track of sessions by default b) The visitor's session expires after 5 minutes of inactivity c) The visitor's session expires once the visitor has exited your site d) The visitor's session expires after 30 minutes of inactivity
d) The visitor's session expires after 30 minutes of inactivity
Which of the following AdWords reports would you use to investigate whether you should modify your bidding during certain hours of the day to optimize conversions? a) Campaigns b) Keywords c) Search Queries d) Time of Day e) Destination URLs
d) Time of Day
When configuring a goal, why is it useful to assign a goal value? a) To determine the conversion rate b) To calculate ecommerce metrics c) To determine the popularity of each of your pages d) To attribute monetary value to non-ecommerce conversions
d) To attribute monetary value to non-ecommerce conversions
Which of the following are measures of traffic volume? a) Avg. Time on Site b) Margin c) Bounce Rate d) Visits
d) Visits
Which of the following most accurately describes the concept of attribution in digital analytics? a) calculating cost per click b) determining a user's device c) calculating ROI d) assigning credit for conversions e) determining a traffic source
d) assigning credit for conversions
In order to distinguish between users on web pages, Google Analytics: a) uses the IP address of a device that accesses the site b) uses the city, state and country of a visitor that access the site c) creates anonymous unique identifiers using third-party cookies d) creates anonymous unique identifiers using first-party cookies
d) creates anonymous unique identifiers using first-party cookies
Which two metrics below would be the best KPIs for measuring the performance of an ecommerce business? a) bounce rate and average session duration b) pageviews and revenue c) pageviews and bounce rate d) revenue and average order value
d) revenue and average order value
Which of the following would you use to exclude rows with fewer than 10 visits? a) table sort b) primary dimension c) secondary dimension d) table filter e) pivot table
d) table filter
Which is the recommended parameter for identifying different versions of an ad? a) utm_ad b) utm_medium c) utm_creative d) utm_content
d) utm_content
You are interested in exploring metrics by campaign and traffic source. Which of the following sections will have this report information by default? a) Behavior b) Conversion c) Audience d) Admin e) Acquisition
e) Acquisition
Which of the following would prevent URL destination goal conversions from being recorded? a) There was a misspelling in the URL of the goal definition b) The tracking code is missing from the conversion page c) The match type in the goal definition is incorrect d) No URL destination goals have been defined e) All of these answers apply
e) All of these answers apply
Which of the following is not a default Medium in Google Analytics? a) cpc b) referral c) organic d) email e) All of these are default Mediums.
e) All of these are default Mediums.
Which of the following Channels is part of the Default Channel Grouping? a) Display b) Direct c) Social d) Organic e) All of these are part of the Default Channel Grouping.
e) All of these are part of the Default Channel Grouping.
Which of the following questions can be answered using the goal flow report? a) Is there a place in my funnel where traffic loops back to the beginning of the conversion process to start over? b) Are there a lot of unexpected exits from a step in the middle of my conversion funnel? c) Are there any steps in my conversion process that don't perform well on mobile devices compared to desktop devices? d) Do visitors usually start my conversion process from the first step or somewhere in the middle? e) All of these can be answered using the goal flow report.
e) All of these can be answered using the goal flow report.
Which of the following could be measured by defining a goal in Google Analytics? a) The percentage of visits that contain only one page view b) The percentage of visits during which visitors spent at least two minutes on the site c) The percentage of visits that result in a site registration d) Conversion rate e) All of these could be measured by defining a goal in Google Analytics
e) All of these could be measured by defining a goal in Google Analytics
You are interested in identifying the most popular content on your site. Which of the following sections will have this report information by default? a) Search b) Acquisition c) Audience d) Conversion e) Behavior
e) Behavior
Which of the following would be most useful for optimizing landing pages? a) Unique Visits b) Unique Pageviews c) Visits d) Pageviews e) Bounce Rate
e) Bounce Rate
Specifying a goal value allows Google Analytics to calculate __________. a) Revenue per Click b) Bounce Rate c) Average Order Value d) Ecommerce Revenue e) Goal Revenue
e) Goal Revenue
Your ecommerce site sells colorful wrist watches that visitors can customize using a tool online. Which of the following represent(s) a micro conversion for your site? a) an offline sale b) an online sale c) a view of the home page d) All of these are mirco conversions for this site. e) Use of the "customize your watch" tool
e) Use of the "customize your watch" tool
Which of the following would be valid segments to consider when looking at data? Select all that apply. a) traffic by device b) traffic by geography c) traffic by marketing channel d) traffic by time of day e) all of the above
e) all of the above
Digital analytics is: a) the analysis of quantitative data from your business b) a process of continual improvement of the online experience c) the analysis of qualitative data from your business d) the analysis of data from your business and the competition e) all of these answers are correct
e) all of these answers are correct
Which of the following technologies on your site influence how you implement Analytics? a) Server redirects b) Query string parameters c) Flash and AJAX events d) Responsive web design e) all of these answers are correct
e) all of these answers are correct
Which of the following are possible uses of filters? a) replace complicated page URLs with readable text strings b) report on only a subdomain or directory c) include only traffic coming from a particular campaign d) exclude visits from a particular IP address e) all of these are possible uses of filters
e) all of these are possible uses of filters
Which of the following techniques would you use to exclude rows with fewer than 10 visits from a report table? a) add a primary dimension b) sort the table by sessions from highest to lowest c) use a pivot table with two dimensions d) add a secondary dimension e) apply a table filter
e) apply a table filter
Which of the following would you use to show two date ranges on the same graph? a) secondary dimension b) motion chart c) plot rows d) pivot table e) date comparison
e) date comparison
You can combine a metric X with a dimension Y in Google Analytics a) as long as sampling is not required b) if X and Y have been precalculated together in an aggregate table c) if X and Y are in the same channel grouping d) if X and Y have the same campaign e) if X and Y have the same scope
e) if X and Y have the same scope
Which of the following are valid scopes for dimensions? a) user level, campaign level, session level, hit level b) campaign level, session level, hit level c) session level, hit level d) none of these answers is correct e) user level, session level, hit level
e) user level, session level, hit level
Which of the following reporting tools would you use to show the dimension "city" next to the dimension "source" in a report? a) Date comparison b) Table filter c) Table sort d) Plot rows e) Primary dimension f) Secondary dimension g) Pie chart h) Pivot table
f) Secondary dimension
Which of the following Behavior reports could you use to find new keyword ideas for your search advertising campaigns? a) All Pages b) Content Drilldown c) Landing Pages d) Exit Pages e) Site Speed f) Site Search g) Events
f) Site Search
Which of the following Audience reports would you use to see how your site performance differs between desktop, smartphone and tablet users? a) Location reports b) Language c) Frequency & Recency reports d) New vs. Returning reports e) Engagement reports f) Browser & OS reports g) Mobile reports
g) Mobile reports
