Google Analytics Test
To calculate ROI correctly, Google Analytics needs (select all that apply)
a) Cost e) Revenue
Which of the following would you use to set up a custom alert?
a) Intelligence
What reports would you use to determine if you should consider expanding your advertising to new markets?
a) Location and Language reports
A macro conversion
a) Occurs when someone completes an action that's important to your business
Third-party data may be joined with the Google Analytics data collected via the tracking code.
a) True
You should include Google Analytics tracking code on every page of a website you want to track.
a) True
What is the hierarchy of the Google Analytics data model?
a) User > Session > Interactions
You can adjust sample size in Google Analytics by
a) adjusting a control in the reporting interface
The reporting APIs can be used to: (select all that apply)
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 demographics and interest category information in Google Analytics comes from
a) the DoubleClick third-party cookie
Google Analytics can identify that two sessions are from the same user if
a) the sessions happen in the same browser on the same device
By default, an Analytics session ends when inactive for:
b) 30 minutes
How is Google Analytics able to determine if a group of website interactions are all from the same user device?
b) By setting a unique ID for the device that is attached to each hit
Which report would give you insight into how many Display conversions were assisted by Search paid traffic?
b) Multi channel funnels reports
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)?
b) One account, two properties
What is an assisted conversion?
b) When one traffic source results in a later goal completion through another traffic source
You decide to run an email campaign that includes a link to your website. What would you need to do in order to track traffic to your site from this email campaign?
c) Email traffic can be tracked using manual tagging with UTM parameters
A session in Google Analytics consists of:
c) Interactions or hits from a specific user over a defined period of time
What does the time lag report indicate?
c) Time lag between the original session and a goal completion
What analysis tool would you use to analyze the behavior of new customers vs. returning customers on your website?
c) View filters
When do Google Analytics Terms of Service permit sending personally identifying information (PII) to Google?
c) never
Adding filters to a view in Google Analytics allows you to
d) A and B only
Using filters, you can _______.
d) All of these answers apply
Which reporting dimension would be useful to reference if you were looking to improve the user experience on your landing pages?
d) B and C only
When configuring a goal, why is it useful to assign a goal value?
d) To attribute monetary value to non-ecommerce conversions
What is a benefit of using Google Analytics for Remarketing?
e) A, B, and C
Specifying a goal value allows Google Analytics to calculate __________.
e) Goal Revenue
Which of the following technologies on your site influence how you implement Analytics?
e) all of these answers are correct
Which of the following are possible uses of filters?
e) all of these are possible uses of filters
Which of the following would you use to show two date ranges on the same graph?
e) date comparison
Which of the following Behavior reports could you use to find new keyword ideas for your search advertising campaigns?
f) Site Search
Complete the definition of "digital analytics" by choosing the best option to fill in the blanks for the statement below.
(a) quantitative, (b) continual improvement, (c) customers, (d) outcomes
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?
C) Ecommerce Conversion Rate
Which of the following are required to create a Custom Report? Check all that apply.
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
Why would it be useful to assign a value to your goal in Google Analytics?
a) Assigning a goal value allows you to track revenue from your conversions.
Which of the following should you manually tag with campaign tracking variables? Check all that apply.
a) Banner ads e) Non-AdWords CPC campaigns f) Email campaigns
Which report would you use to determine the % of your site traffic that has already been to your site before?
a) Behavior - New vs returning report
Which of the following metrics would most strongly suggest a poorly performing website?
a) Bounce Rate > 90%
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
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 d) Filters e) Goals
Which of the following would you use to send data from a web connected point-of-sale system to Google Analytics?
a) Measurement Protocol
Which of the following would be most useful for ranking pages according to revenue contribution?
a) Page Value
Which of the following are "hit" types tracked by Google Analytics? Select all that apply.
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
Segments are subsets of your Analytics data. Which of the following are not true of Analytics segments?
a) Segments are filters that permanently change 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
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 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
When configuring a goal, why is it useful to assign a goal value?
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 d) To look more closely at traffic to a specific subdomain
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
Once your Google Analytics data has been processed, it can not be changed.
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
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
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
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.
True or False: If you have updated your tracking code to analytics.js, then no additional configuration is required to track subdomains.
a) True: With analytics.js you can track across your domain and subdomains with no additional configuration.
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"
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
The User ID feature is commonly used with which of the following website scenarios?
a) Users can create an account on your website and log in on all types of devices
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 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?
Your Multi-Channel Funnel reports have no data. What is the most likely reason?
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
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 d) identifies new and returning users
What is the URL parameter that auto-tagging appends to an AdWords destination URL?
a) gclid=
The Site Search reports show:
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 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 c) collection d) configuration h) processing
Each query sent to the Reporting API must specify: (select all that apply)
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
During data Processing, Google Analytics:
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
Which of the following is not a standard campaign parameter?
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 c) utm_source d) utm_medium
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 visitor comes to your site but stops looking at pages and generating events. Which of the following will occur by default?
a.) The visitor's session expires after 30 minutes of inactivity
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
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?
b) 100%
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?
b) 5
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?
b) A potential customer fills out and submits a lead form.
Auto-tagging is a feature that is used with which type of traffic?
b) AdWords Campaign traffic
What is the best analysis tool to use in order to see a traffic comparison of Converters vs. Non Converters?
b) Advanced Segments
Which of the following is a session level interaction?
b) All of these answers are correct.
How would you track visitors coming from an email or newsletter campaign?
b) Analytics will track visits coming from any campaign automatically
The Google Analytics SDK or tracking code sends campaign and traffic source data through a number of different fields. Which of the following is one of the fields used to send campaign or traffic source data?
b) Campaign medium
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?
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
Which of the following are examples of Sources? Select all that apply.
b) Example.com d) Google
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.
b) False
The same type of Google Analytics tracking code should be used for both a website and a mobile app.
b) False
True or False. Custom Reports will only display data for the date range selected at the time the report is created.
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.
b) False
True or False: When you share a link to a custom report, you share the data in the report.
b) False. Sharing a link to a custom report only shares a template for the report.
True or False: When a new view is created, it will show the historical data from the first view you created for the property.
b) False. Views will report data from the day they are created
True or False: If a user views one page of a website, completes an Event on this page, and then leaves the site, this session will be counted as a bounce in Google Analytics.
b) False: Because there was more than one interaction hit in the session (pageview hit and event hit) this session would not be considered a bounce.
True or False: When you share a link to a custom report, you share the data in the report.
b) False: Sharing a link to a custom report only shares a template for the report.
True or False: Once a view is deleted it cannot be restored.
b) False: You have 35 days to restore a view after it is deleted.
Which of the following attribution models would be useful for evaluating ads and campaigns that are designed to create initial awareness about a brand?
b) First Interaction model
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?
b) Intelligence Alerts
You launched several new marketing campaigns and want to be notified if any of the campaigns lead to over a 10% increase in goal conversions on a given day. Which tool in Google Analytics would you use to set up this alert?
b) Intelligence Events
Which of the following would you use to send data from a website to Google Analytics?
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?
b) Match type: Begins with; URI pattern: /thankyou
Which of the following are examples of channels? Select all that apply.
b) Organic Search d) Display e) Email
Which of the following would most quickly allow you to determine whether the Google Analytics code snippet is working on a specific website page?
b) Real-Time
Which of the following reporting tools would you use to exclude any rows of a report with fewer than 50 visits?
b) Table filter
What is the main purpose of the Multi-Channel funnel report?
b) To evaluate the interaction and contribution of multiple channels in the conversion/purchase cycle for your site
Which of the following statements are true? Check all that apply.
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 are required in order to see data for each page of a three-page conversion process in the Goal Flow report?
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.
When should you use manual tagging?
b) You should use manual tagging for any non-AdWords custom campaign.
Which of the following represents a macro conversion for an ecommerce site?
b) a completed sales transaction
You define a Destination URL goal by
b) adding the conversion ID to the tracking code on the goal page
You should add Analytics tracking code to your site___________________
b) after implementation planning
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
b) be able to generate your own unique IDs
Setting up goals allows you to see________.
b) conversion rates
Which of the following should you NOT collect with the Google Analytics ecommerce JavaScript?
b) credit card number
In order to set up ecommerce tracking, you need to_________. Select all that apply.
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
It is recommended that you place the Google Analytics javascript tracking code:
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.
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)
b) the reporting interface d) an API
Which campaign tracking variables should you always use when manually tagging a URL?
b) utm_source, utm_medium, utm_campaign
Google Analytics Goals let you specify:
b) which interactions should be used to calculate conversions
Which of the following are examples of Sources?
c) All of these are possible Sources.
Which of the following types of data can be collected and reported in the Site Speed reports?
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?
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?
c) An unfiltered view ensures that the original data an always be accessed
How would you determine the mobile ecommerce conversion rate for paid traffic (CPC)?
c) Both A and B
Which are the four main parts of the Google Analytics platform?
c) Collection, Configuration, Processing, and Reporting
Which of the following features allows you to join the data generated by your offline business systems with the online data collected by Google Analytics.
c) Data import
Which of the following should be the first step you complete during the analytics planning process?
c) Define your overall measurement plan and business objectives
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?
c) First Interaction (Click) Conversions
Which of the following Audience reports would you use to see how often users return to your site?
c) Frequency & Recency reports
Which of the following is true of ROI?
c) If Cost is $5 and Revenue is $5, your ROI is 0%
Which dimension is not included in the Adwords reporting section of Google Analytics?
c) Invalid click
The code snippet for tracking websites with Google Analytics is written in:
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?
c) Landing Pages
Google Analytics uses which model by default when attributing conversion values in non-Multi-Channel Funnel reports
c) Last Non-Direct Click model
Which Analytics API allows you to access your Google Analytics account configuration data?
c) Management API
What are UTM parameters?
c) Parameters that are added to URLs in order to track organic traffic, referral traffic and CPC traffic
You can adjust the sample size by: (select all that apply)
c) adjusting a control in the reporting interface d) specifying the sample size when querying the API
When a report is based on data from a large number of sessions, you may see the following notice at the top of the report: "This report is based on N sessions." You can adjust the sampling rate of the report by:
c) adjusting a control in the reporting interface for greater or less precision
Which of the following are "hit" types tracked by Google Analytics?
c) all of these answers are correct
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?
c) encourage engagement and frequent visitation
During aggregation, Google Analytics:
c) organizes the collected data within database tables
The process Google Analytics uses to retrieve data from large, complex data sets faster is called:
c) sampling
What is an attribution model in Google Analytics?
c) the set of rules that determine how credit for sales and conversions is assigned to touchpoints in conversion paths
Which of the following is not a required parameter in the URL builder?
c.) Campaign Content
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?
d) 1
The Measurement Protocol is a standard set of rules for collecting and sending hits to Google Analytics. Using the Measurement Protocol you can
d) A and B only
Which of the following best represents the hierarchical structure of a Google Analytics account from top to bottom?
d) Account → Property → View
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?
d) All of the above are valid dimension / metric combination
What is the first step of analytics planning?
d) Define your overall measurement plan and business objectives
Which of the following are examples of Mediums? Select all that apply.
d) Email
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?
d) New vs. Returning reports
Which of the following reporting tools would you use to show two rows of data on the same graph?
d) Plot rows
Which of the following reports allows you to identify the terms visitors use to conduct searches within your site?
d) Site Search report
You define a Destination goal by:
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?
d) The average length of videos on your site is 35 minutes.
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?
d) The selected Google Analytics account must have at least 500 sessions over the past 30 days.
A visitor comes to your site but stops looking at pages and generating events. Which of the following will occur by default?
d) The visitor's session expires after 30 minutes of inactivity
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:
d) all of the above
Which of the following is a hit type tracked by Google Analytics?
d) all of these are hit types tracked in Google Analytics
Which of the following statements is true about Multi-Channel Funnel (MCF) reports?
d) all of these statements are true
Your company runs a holiday email campaign for the month of December to drive newsletter signups. Which of the following metrics would be the best indicator of the campaign's success?
d) conversion rate
In order to distinguish between users on web pages, Google Analytics:
d) creates anonymous unique identifiers using first-party cookies
Which of the following would you use to exclude rows with fewer than 10 visits?
d) table filter
Which is the recommended parameter for identifying different versions of an ad?
d) utm_content
Google Analytics can collect behavioral data from which systems?
e) A, B, and C
Scenario: The Google Merchandise Store recently launched a mobile responsive website and started a few new ad campaigns. When looking at their overall traffic in Google Analytics, they noticed that they have a bounce rate of 85%. Which of the following dimensions would be useful when analyzing their traffic to determine the causes of this high bounce rate?
e) A, B, and C
The Solutions Gallery allows you to import or share which of the following reporting tools or assets?
e) A, B, and C
Which reporting or data collection feature(s) do you get access to by activating Advertising Features in Google Analytics?
e) A, B, and C
The Google Analytics Data Model consists of users, sessions, and interactions. In this hierarchy, interactions include:
e) A,B, and C
When you create a new Channel Grouping in a view, you can
e) A,B, and C
Which of the following is a benefit of using segments in your data analysis?
e) A,B, and C only
You are interested in exploring metrics by campaign and traffic source. Which of the following sections will have this report information by default?
e) Acquisition
Which of the following metrics is available when Site Search tracking is enabled?
e) All of the above
You receive an intelligence alert notifying you that there has been an unexpected spike in your traffic. Which of the following could be possible reasons for this spike?
e) All of the above
Which of the following would prevent URL destination goal conversions from being recorded?
e) All of these answers apply
Which of the following is an advantage of implementing Google Tag Manager?
e) All of these answers are correct.
Which of the following is not a default Medium in Google Analytics?
e) All of these are default Mediums.
Which of the following Channels is 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?
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?
e) All of these could be measured by defining a goal in Google Analytics
Your web property is "www.example.com". You set up a destination goal of "/thankyou" and a Match Type of "Begins with". Which of the following pages would trigger a goal conversion?
e) All of these would trigger a goal conversion
You are interested in identifying the most popular content on your site. Which of the following sections will have this report information by default?
e) Behavior
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?
e) Use of the "customize your watch" tool
Why can AdWords clicks differ from Analytics sessions in your reports?
e) all of the above
Which of the following would prevent URL destination goal conversions from being recorded?
e) all of these answers apply
Digital analytics is
e) all of these answers are correct
Which of the following techniques would you use to exclude rows with fewer than 10 visits from a report table?
e) apply a table filter
Which of the following are possible uses of views within a single Google Analytics account?
e.) A, B, and C
Which of the following should you NOT collect with the Google Analytics ecommerce JavaScript?
e.) credit card number
Which of the following Audience reports would you use to see how your site performance differs between desktop, smartphone and tablet users?
g) Mobile reports