Google Analytics Certification Questions Answers

Google Analytics
Certification Exam
2016
235 Sample
Questions & Answers
www.stephaniecanovas.com
1. 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.
Answer:
b) False. Sharing a link to a custom report only shares a template for the report.
2. Complete the definition of digital analytics by choosing the best option to fill in the
blanks for the statement below.
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) (a) numeric, (b) continual change, (c) customers, (d) audience

b) (a) quantitative, (b) continual improvement, (c) customers, (d) outcomes
c) (a) numeric, (b) continual improvement, (c) customers, (d) audience
d) (a) quantitative, (b) continual change, (c) customers, (d) outcomes
Answer:
b) (a) quantitative, (b) continual improvement, (c) customers, (d) outcomes
3. 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 dont 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.
Answer:
e) All of these can be answered using the goal flow report.
4. 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
Answer:
d) Define your overall measurement plan and business objectives
5. 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
Answer:
a) the DoubleClick third-party cookie
6. True or False: The order in which filters appear in your view settings matters
a) True
b) False
Answer:
a) True (Filters are executed in the order in which they appear.)
7. 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
Answer:
c) never
8. Which of the following should you NOT collect with Google Analytics ecommerce
JavaScript?
a) credit card number
b) billing city
c) product SKU(s)
d) purchase amount
e) tax amount
Answer:
a) credit card number
9. Which of the following would you use to set up a custom alert?

a) Intelligence
b) Real-Time
c) Conversions
d) Content
Answer:
a) Intelligence
10. Once your Google Analytics data has been processed, it cannot be changed.
a) True
b) False
Answer:
a) True
11. 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
Answer:
c) Interactions or hits from a specific user over a defined period of time
12. 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
Answer:
a) the percentage of visits when a visitor viewed only one page and then exited without a
second interaction on the site
13. 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.
Answer:
a), b)
14. 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
Answer:
e) date comparison
15. 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
Answer:
b) just before the closing </head> tag
16. Why is it always important to maintain one unfiltered view of your analytics when
using filters?
a) An unfiltered view ensures that original data can always be accessed
b) You will need to configure your goals in the unfiltered view
c) There is no reason to maintain an unfiltered view
Answer:
a) An unfiltered view ensures that original data can always be accessed
17. 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
Answer:
d) table filter
18. 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.
Answer:
19. In which of the following circumstances would you want to increase the default
sessions timeout length in Google Analytics?
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.
Answer:
20. What is an assisted conversion?

a) An AdWords view through conversion
b) When one goal completion leads to another
c) When an AdWords visitor returns to the site directly to convert
d) When one traffic source results in a later goal completion through another traffic source
Answer:
d) When one traffic source results in a later goal completion through another traffic
source
21. 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
Answer:
a), c), d), h)
22. How would you determine the mobile ecommerce conversion rate for paid traffic
(CPC)?
a) Go to Audience > Mobile > Overview. Add a secondary dimension showing Traffic type in
order to see the traffic coming from paid search
b) Go to Acquisition > All traffic > Channels. Add a secondary dimension showing device
category in order to see the paid search traffic coming from mobile
c) In Analytics you can only see traffic coming from desktop or from Mobile/tablet together.
There is no way you can see mobile traffic only
d) Both a) and b) are correct steps for determining the mobile ecommerce conversion rate for
paid traffic
Answer:
d) Both a) and b) are correct steps for determining the mobile ecommerce conversion
rate for paid traffic
23. 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
Answer:
b) All of these answers are correct.
24. Which of the following are hit types tracked by Google Analytics?
a) pageviews
b) events
c) all of these answers are correct
d) transactions
Answer:
c) all of these answers are correct
25. 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
Answer:
a) Destination URL
26. 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
Answer:
a) transforms the raw data from Collection using the Configuration settings
27. 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?
a) Sessions (metric) / city (dimension)
b) Session (metric) + Page (dimension)
c) Bounce rate (metric) / Event Action (dimension)
d) All of the above are valid dimension / metric combinations
Answer:
d) All of the above are valid dimension / metric combinations
28. 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
Answer:
a) adjusting a control in the reporting interface
29. A customer finds your site by clicking one of your AdWords ads. They return one
week later by clicking from a social network. Later that week they come back via one of
your email campaigns, and a few hours later, she returns again directly and makes a
purchase.
In the Last Interaction attribution model, what channel would receive credit for the sale?
a) Social Network
b) Email Campaign
c) Direct
d) AdWords
Answer:
c) Direct
30. 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
Answer:
a) User > Session > Interactions
31. Which of the following could you use to set targets for your measurement plan?
(Select 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
Answer:
a), b), c)
32. True or False. The date range set for a Dashboard doesnt apply to Real-Time widgets
since they only show data for current active users, not historical data.
a) True
b) False
Answer:
a) True
33. 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
Answer:
a) a key that links the imported data with Google Analytics
34. 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
Answer:
c) organizes the collected data within database tables
35. The demographic and interest category in Google Analytics comes from
a) survey data filled out by users
b) the Double Click third-party cookie
c) Google Tag Manager
d) information that you upload from your CRM
e) the AdWords first party cookie
Answer:
b) the Double Click third-party cookie
36. 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
Answer:
a), b), d), e)
37. The process Google Analytics uses to retrieve data from large, complex data sets
faster is called:
a) retrieval
b) expediency
c) sampling
d) configuration
Answer:
c) sampling
38. You should add Analytics tracking code to your site___________________

a) before documenting your business objectives
b) after implementation planning
c) when its convenient for your IT team
d) during measurement planning
Answer:
b) after implementation planning
39. True or False: Once a view is deleted it cannot be restored.

a) True: Deleted views cannot be restored at any time
b) False: You have 35 days to restore a view after it is deleted
Answer:
b) False: You have 35 days to restore a view after it is deleted
40. You should include Google Analytics tracking code on every page of a website you
want to track.
a) True
b) False
Answer:
a) True
41. 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
Answer:
b) Real-Time
42. 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
Answer:
b) False
43. When you create a new Channel Grouping in a view, you can:
a) immediately select it in the Acquisition Overview and Channel reports
b) apply it retroactively and see historical data classified by our new channel definitions
c) change how reports display your data, without changing the data itself
d) a) and c) only
e) a), b) and c)
Answer:
e) a), b) and c)
44. 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
Answer:
45. Which of the following metrics would be considered the best KPI for measuring the
performance of an online product review site?
a) Revenue
b) Session duration
c) Bounce Rate
d) Page views
Answer:
b) Session duration
46. Which of the following platforms is Google Analytics capable of tracking? (Select 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
Answer:
a), b), c), d), e)
47. Your ecommerce site sells colorful wrists watches that visitors can customize using a
tool online. Which of the following represent a micro conversion on the site?
a) use of "customize your watch" tool
b) an offline sale
c) a view of the homepage
d) All of these are micro conversions for the site
e) an online sale
Answer:
a) use of "customize your watch" tool
48. Which of the following would you use to send data from a website to Google
Analytics?
a) Campaign Tracking parameter
b) JavaScript tracking code
c) none of these would be appropriate
d) Google Analytics mobile SDK
Answer:
b) JavaScript tracking code
49. 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
Answer:
a) b), d)
50. The same type of Google Analytics tracking code should be used for both a website
and a mobile app.
a) True
b) False
Answer:
b) False
51. 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
Answer:
b), c)
52. 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
Answer:
d) creates anonymous unique identifiers using first-party cookies
53. 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?
a) Advanced Segments
b) Real-Time
c) Secondary Dimensions
d) Annotations
e) Intelligence Events
Answer:
e) Intelligence Events
54. 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
Answer:
a) True
55. Your Multi-Channel Funnel reports have no data. What is the most likely reason?
a) You havent implemented Goals or Ecommerce
b) You are not using Content Experiments
c) You havent enabled demographic data
d) You havent set up Goal Funnels
e) You are not using Google Tag Manager
Answer:
a) You havent implemented Goals or Ecommerce
56. 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
Answer:
e) all of these are possible uses of filters
57. 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
Answer:
c) An unfiltered view ensures that the original data an always be accessed
58. By default, an Analytics session ends when inactive for:

a) 15 minutes
b) 30 minutes
c) 45 minutes
d) 60 minutes
Answer:
b) 30 minutes
59. 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 cant use Google Analytics to track the
mobile app
Answer:
b) One account, two properties
60. Which of the following sections will have a report exploring metrics by campaign and
traffic source?
a) Behavior
b) Acquisition
c) Real-Time
d) Audience
e) Conversions
Answer:
b) Acquisition
61. 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
Answer:
b) By setting a unique ID for the device that is attached to each hit
62. 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
Answer:
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
63. 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
Answer:
d) All of these answers apply
64. 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
Answer:
d) Account Property View
65. Which of the following is not a required parameter in the URL builder?
a) All of these are required
b) Campaign Name
c) Campaign Content
d) Campaign Medium
e) Campaign Source
Answer:
c) Campaign Content
66. Which of the following statements are true? (Select 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.
Answer:
b), c)
67. Which of the following would most quickly allow you to determine whether your
Google Analytics snippet code is working on a specific website page?
a) Intelligence Alerts
b) Annotations
c) Real-time
d) Secondary dimensions
Answer:
c) Real-time
68. 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
Answer:
a), b), d)
69. 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
Answer:
d) Plot rows
70. 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
Answer:
71. Which of the following types of data can be collected and reported in Site Speed
reports?
a) page-load time for a sample of page views on your site
b) how quickly images load
c) how quickly the browser parses a page and makes it available for user interaction
d) button click response time
e) All of these are tracked by the Site Speed reports.
Answer:
e) All of these are tracked by the Site Speed reports.
72. 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
Answer:
a) Use a Search and Replace custom filter on the Request URI field where Search Strings
is /index and Replace String is /home
73. 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
Answer:
a) Page Value
74. To see the bounce rate of a specific medium in an Acquisitions report: (Select 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.
Answer:
a), b)
75. 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
a) True: A session is considered a bounce if the user views one page of the site and then
leaves.
b) False: Because there was more than one interaction hit in the session (page view hit and
event hit) this session would not be considered a bounce.
Answer:
b) False: Because there was more than one interaction hit in the session (page view hit
and event hit) this session would not be considered a bounce.
76. 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
Answer:
d) Site Search report
77. 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:
a) adjusting a control in the reporting interface for greater or less precision
b) changing the sampling rate in your view setting
c) You cannot adjust the sample data
d) adjusting the session timeout control
Answer:
a) adjusting a control in the reporting interface for greater or less precision
78. 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
Answer:
a) how users search your site
79. 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
Answer:
e) Behavior
80. Google Analytics can recognize returning users

a) on website, iOS mobile apps, Android mobile apps
b) Google analytics cannot recognize returning users on any device
c) on websites only
Answer:
a) on website, iOS mobile apps, Android mobile apps
81. 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
Answer:
c) All of these are tracked by the Site Speed reports.
82. 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
g) Pie chart
h) Pivot table
Answer:
b) Table filter
83. 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
Answer:
e) apply a table filter
84. Which of the following Audience reports would you use to determine whether firsttime site visitors or repeat site visitors spend more time on your site on average?
a) Location reports
b) Language
g) Mobile reports
Answer:
85. Which of the following are advantages of Google Tag Manager?

a) You can add Google Analytics tags to your site without editing site code
b) You can add AdWords tags to your site without editing code
c) You can change configuration values in your mobile app without rebuilding a new binary
d) You can add non-Google tags to your site without editing site code
Answer:
86. 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
Answer:
a) True
87. 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 users session?
a) All Pages
b) Content Drilldown
c) Landing Pages
d) Exit Pages
e) Site Speed
f) Site Search
g) Events
Answer:
c) Landing Pages
88. 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
Answer:
f) Site Search
89. Which aspects of Google Analytics should you consider as part of your
implementation plan?
a) Conversion rate targets
b) Page tagging
c) AdWords/campaign tracking
d) Ecommerce
e) Answers b), c), d) above only
Answer:
e) Answers b), c), d) above only
90. Which of the following are required to create a Custom Report? (Select 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
Answer:
a), d), e)
91. 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
Answer:
b) False
92. 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
Answer:
b), d)
93. 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
Answer:
a), c), d)
94. You want to evaluate the landing pages you are using for AdWords ads. Which of the
following dimensions would be most useful?
a) Campaign
b) Ad Group
c) Destination URL
d)
Keyword
e) Placements
Answer:
c) Destination URL
95. 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
Answer:
a), c), d)
96. 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
Answer:
b) False
97. 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
Answer:
c), d)
98. When should you use manual tagging?

a) You should use manual tagging to track only AdWords campaigns.
b) You should use manual tagging in order to track all of your advertising campaigns, like
AdWords or Facebook.
c) You should use manual tagging for any non-AdWords custom campaign
Answer:
c) You should use manual tagging for any non-AdWords custom campaign
99. 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
Answer:
a), c), d)
100. 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_ter
m=backpacks
d)
www.example.com?utm_campaign=fall&utm_medium=email&utm_source=newsletter1&utm_co
ntent=a1
Answer:
a), b), c), d)
101. Which of the following is not a standard campaign parameter?

a) utm_adgroup
b) utm_content
c) utm_campaign
d) utm_source
Answer:
a) utm_adgroup
102. 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
Answer:
a) to generate a URL with tracking parameters
103. Which is the recommended parameter for identifying different versions of an ad?
a) utm_ad
b) utm_medium
c) utm_creative
d) utm_content
Answer:
d) utm_content
104. 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
Answer:
a) Source and Medium
105. Which of the following traffic mediums are automatically tracked by Google
Analytics without extra tagging or account linking? (Select 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
Answer:
b), d), i)
106. 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
Answer:
b) utm_source, utm_medium, utm_campaign
107. Which of the following should you manually tag with campaign tracking variables?
a) Banner ads
b) AdWords campaigns
c) Referrals
d) Organic search traffic
e) Non-AdWords CPC campaigns
f) Email campaigns
Answer:
a), e), f)
108. When should you add Analytics tracking code to your site?
a) when it's convenient for your IT team
b) before documenting your business objectives
c) after implementation planning
d) during measurement planning
Answer:
c) after implementation planning
109. Which of the following are examples of channels? (Select all that apply).
a) Audience
b) Organic Search
c) Conversion
d) Display
e) Email
Answer:
b), d), e)
110. 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
Answer:
c) All of these are possible Sources.
111. Which of the following would most directly help you measure your business
objective to maximize sales?
a) Page Value
b) Bounce Rate
c) Page views
d) E-commerce conversion rate
Answer:
d) E-commerce conversion rate
112. 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.
Answer:
d) Email
113. Which of the following would be the ultimate business objective for an online
informational or support sites?
a) to help users find the information they need at the right time is of primary importance
b) selling products or services
c) to encourage engagement and frequent visitation
d) to drive awareness, engagement and loyalty
e) collect user information for sales teams to connect with potential leads
Answer:
a) to help users find the information they need at the right time is of primary importance
114. 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.
Answer:
e) All of these are default Mediums.
115. 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.
Answer:
e) All of these are part of the Default Channel Grouping.
116. 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
Answer:
e) Acquisition
117. 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
Answer:
e) All of these could be measured by defining a goal in Google Analytics
118. Which of the following could be measured by defining a goal in Google Analytics?
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
Answer:
a), c), d)
119. Which of the following statements is true about Multi-Channel Funnel (MCF)
reports?
a) When you share a Custom Channel Grouping, only the configuration information is shared.
Your data remain private.
b) You can create your own custom channel grouping in addition to the default MCF Channel
grouping.
c) The channel labels that you see in Multi-Channel Funnels reports are defined as part of the
MCF Channel Grouping
d) All of these statements are true
Answer:
d) All of these statements are true
120. 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
Answer:
d) To attribute monetary value to non-ecommerce conversions
121. 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
Answer:
d) 1
122. Setting up goals allows you to see________.

a) bounce rate
b) conversion rates
c) a list of transactions
d) ecommerce revenue
Answer:
b) conversion rates
123. Which of the following metrics is available when Site Search tracking is enabled?
a) Search Exits: The number of searches made immediately before leaving the site.
b) Search Refinements: The number of times a user searched again immediately after
performing a search.
c) Sessions with Search: The number of sessions that used your sites search function at least
once.
d) Time after Search: The amount of time users spends on your site after performing a search
e) All of the above
Answer:
e) All of the above
124. 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
Answer:
b) Match type: Begins with; URI pattern: /thankyou
125. 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
Answer:
e) Goal Revenue
126. Why can Google Analytics NOT track activity across two domains by default?
a) The tracking code is unique to each domain
b) It uses third-party cookies
c) It uses first-party cookies
d) You need a different account for each domain and separate accounts cannot be linked
Answer:
c) It uses first-party cookies
127. 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
Answer:
a) To attribute monetary value to a non e-commerce site
128. 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
Answer:
e) All of these answers apply
129. 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
Answer:
a) A website page viewed by the user once they have completed a desired action
130. 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
Answer:
d) Specifying the conversion page in your view settings within Google Analytics
131. Which of the following are required in order to see data for each page of a threepage conversion process in the Goal Flow report? (Select 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.
Answer:
b), c)
132. 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:
a) create a new Analytics account for User ID reporting
b) use Google Tag Manager for your Analytics tracking
c) be able to generate your own unique IDs
d) all of the above
Answer:
c) be able to generate your own unique IDs
133. 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 users visit
Answer:
a) which interactions should be used to calculate conversions
134. 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
Answer:
e) Use of the customize your watch tool
135. 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
Answer:
b) a completed sales transaction
136. 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 doesnt 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.
Answer:
b) A potential customer fills out and submits a lead form.
137. A macro conversion

a) Occurs when someone completes an action thats 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
Answer:
a) Occurs when someone completes an action thats important to your business
138. Which of the following would you use to send data from a web connected point of
sale to Google Analytics?
a) Measurement Protocol
b) Google Analytics Mobile SDK
c) campaign tracking parameter
d) JavaScript tracking code
e) any of these would be appropriate
Answer:
139. 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%
Answer:
b) 100%
140. 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
Answer:
b) Intelligence Alerts
141. 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
Answer:
c) If Cost is $5 and Revenue is $5, your ROI is 0%
142. To calculate ROI correctly, Google Analytics needs (select all that apply)
a) Cost
b) Operating Cost
c) Margin
d) Interest Rate
e) Revenue
Answer:
a), e)
143. 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)
Answer:
b) credit card number
144. Which of the following questions could you answer with the Ecommerce reports?
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?
Answer:
a), b), c), d)
145. 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
Answer:
b) Hour of Day
146. 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
Answer:
c) The keyword played an assist role less often than it played a last click role
147. Third-party data may be joined with the Google Analytics data collected via the
tracking code.
a) True
b) False
Answer:
a) True
148. 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
Answer:
d) Time of Day
149. 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
Answer:
a) Multi-Channel Funnels
150. 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
Answer:
c) ROI
151. Is Google Analytics capable of tracking mobile devices?

a) No, because mobile devices do not have an IP address
b) Yes, but only for devices that are running Android, the mobile operating system developed
by Google
c) Yes, as long as the device is capable of executing JavaScript and storing cookies
d) No, because mobile devices cannot send/receive cookies
Answer:
c) Yes, as long as the device is capable of executing JavaScript and storing cookies
152. 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
Answer:
c) Define your overall measurement plan and business objectives
153. Which of the following are possible ways to view the dimension Ad Content in
your Google Analytics AdWords reports? (Select 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
Answer:
b), c)
154. Which of the following Google Analytics dimensions are only available for AdWords
traffic? (Select all that apply).
a) Medium
b) Matched Search Query
c) Query Match Type
d) Placement Domain
e) Source
f) Campaign
Answer:
b), c), d)
155. Adding filters to a view in Google Analytics allows you to:

a) exclude visits from a particular IP address
b) replace complicated page URLs with readable text strings
c) modify historical data
d) a) and b) only
e) a), b) and c)
Answer:
d) a) and b) only
156. 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
Answer:
a) Time Lag
157. Which of the following are hit types tracked by Google Analytics? (select all that
apply)
a) Pageviews
b) Reservations
c) Events
d) Transactions
Answer:
a), c), d)
158. Youve 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
Answer:
b) Assisted Conversions
159. Why might a site have a high Bounce Rate? (Select 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 doesnt have enough information or a good call-toaction.
Answer:
b), c), d)
160. 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
Answer:
a) True
161. 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
Answer:
b) Top Conversion Paths
162. 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.
Answer:
a) on websites, iOS mobile apps, Android mobile apps
163. The code snippet for tracking websites with Google Analytics is written in:
a) AJAX
b) Flash
c) JavaScript
d) PHP
Answer:
c) JavaScript
164. Youve 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
Answer:
a), c), d)
165. 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
Answer:
d) None of these is true
166. 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
Answer:
e) if X and Y have the same scope
167. 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
Answer:
a) each touchpoint in the conversion path share equal credit for the conversion
168. Which of the following most accurately describes the concept of attribution in digital
analytics?
a) calculating cost per click
b) determining a users device
c) calculating ROI
d) assigning credit for conversions
e) determining a traffic source
Answer:
d) assigning credit for conversions
169. 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
Answer:
d) First Interaction model
170. 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 youre 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
Answer:
b) $25
171. Which stages of measurement planning and implementation should occur before
you create your implementation plan?
a) Set up goals and Ecommerce
b) Create a view to which no customized settings or filters will be applied
c) Document technical infrastructure
d) Define KPIs & Document technical infrastructure
Answer:
d) Define KPIs & Document technical infrastructure
172. 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
Answer:
a) True
173. 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
Answer:
a) Visits
174. 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
Answer:
e) user level, session level, hit level
175. The _____ is a tool that automatically generates your tagged URL, once you fill in
the appropriate campaign variables in the provided fields.
a) auto tagging tool
b) analytics tagging tool
c) URL constructor
d) URL builder
Answer:
d) URL builder
176. 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
Answer:
d) Audience
177. Which of the following are measures of traffic volume?

a) Avg. Time on Site
b) Margin
c) Bounce Rate
d) Visits
Answer:
d) Visits
178. Its 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
Answer:
c) encourage engagement and frequent visitation
179. 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
g) Mobile reports
Answer:
g) Mobile reports
180. 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
Answer:
d) All of these dimensions
181. 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 visitors session expires after 5 minutes of inactivity
c) The visitors session expires after 30 minutes of inactivity
d) The visitors session expires once the visitor has exited your site
Answer:
c) The visitors session expires after 30 minutes of inactivity
182. Which of the following metrics shows the number of times your ads were displayed?
a) Impressions
b) CTR
c) Visits
d) Clicks
e) Pageviews
Answer:
a) Impressions
183. Google Analytics uses which model by default when attributing conversion values in
non-Multi-Channel Funnel reports?
a) Last Non-Direct Click model
b) First Interaction model
c) Linear model
d) Last Interaction model
Answer:
a) Last Non-Direct Click model
184. Which of the following are dimensions?

a) Conversion Rate
b) % New Sessions
c) Bounce Rate
d) Region
Answer:
d) Region
185. Your Multi Channel Reports have no data. What is the most likely reason?
a) You haven't enabled demographic data
b) You haven't set up goal funnels
c) You are not using Google Tag Manager
d) You haven't implemented goals or ecommerce
e) You are not using Content Experiments
Answer:
d) You haven't implemented goals or ecommerce
186. The following are examples of dimensions: (select all that apply)
a) Traffic source
b) Page name
c) Country
d) Unique visitors
Answer:
a), b), c)
187. 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
Answer:
a) Ecommerce Conversion Rate
188. Which of the following would you use to send data from a web connected point-ofsale system to Google Analytics?
b) any of these would be appropriate
c) Campaign Tracking parameter
d) JavaScript tracking code
e) Google Analytics mobile SDK
Answer:
189. 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
Answer:
b) Operating System, and City as a secondary dimension
190. 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
g) Pie chart
h) Pivot table
Answer:
191. 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
Answer:
b) First Interaction (Click) Conversions
192. Which of the following are metrics? (Select all that apply).
a) City
b) % New Visits
c) Pageviews
d) Browser
Answer:
b), c)
193. The following are examples of metrics: (select all that apply)
a) Unique visitors
b) Page name
c) Average visit duration
d) Traffic source
Answer:
a), c)
194. 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
Answer:
e) Bounce Rate
195. 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
Answer:
d) revenue and average order value
196. Which of the following points would normally be among your technical
considerations for a measurement plan?
a) If your site uses responsive design for mobile or if you redirect to mobile-only pages
b) If you need to track across multiple domains
c) If your URLs need to be modified or consolidated
d) All of the above
Answer:
d) All of the above
197. Every metric may be combined with every dimension in Google Analytics.
a) True
b) False
Answer:
b) False
198. Which of the following would be valid segments to consider when looking at data?
a) traffic by device
b) traffic by geography
c) traffic by marketing channel
d) traffic by time of day
e) all of the above
Answer:
e) all of the above
199. The Solutions Gallery allows you to import or share which of the following reporting
tools or assets
a) Goals
b) Segments
c) Custom reports
d) b and c only
e) a, b, and c
Answer:
e) a, b, and c
200. You want to know whenever weekly revenue for your Spring Sale campaign
increases or decreases by an unusual amount. Which of the following would be most
useful?
a) Intelligence Reports
b) Real-Time
c) Annotations
d) Secondary Dimensions
Answer:
a) Intelligence Reports
201. 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
Answer:
a) Bounce Rate > 90%
202. Which of the following are true about segmentation? (Select 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.
Answer:
b), d)
203. 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
Answer:
a) Events
204. 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
Answer:
205. 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
Answer:
b) Track the button with an event and set up an event goal
206. 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
Answer:
c) set up an event goal
207. 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.
Answer:
c) Add additional Event Tracking code to each action on your site that you want Google
Analytics to track as an event
208. 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
Answer:
c) Data Import and Measurement Protocol
209. 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
Answer:
b) Data Import
210. 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 sites historical monthly visits data to set a future monthly visits target.
Answer:
c) Using your sites historical monthly visits data to set a future monthly visits target.
211. 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
Answer:
a) True
212. Similar to the JavaScript and mobile SDKs, youll need to include a tracking ID with
each hit collected by the Measurement Protocol.
a) True
b) False
Answer:
a) True
213. 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
Answer:
a), b), c)
214. 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
Answer:
c), d)
215. For mobile applications, Google Analytics will use the same JavaScript tracking
code as websites.
a) True
b) False
Answer:
b) False
216. 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
Answer:
c) dispatching
217. 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
Answer:
a) True
218. You can combine metric X with a dimension Y in Google Analytics

a) if X and Y has the same campaign
b) if X and Y has the same scope
c) if X and Y are in the same channel grouping
d) as long as sampling in not required
e) if X and Y have been pre calculated together in an aggregate table
Answer:
b) if X and Y has the same scope
219. Which of the following would be valid segments to consider using to analyze traffic
patterns in your data?
a) traffic by time of day
b) all of these answers are correct
c) traffic by marketing channel
d) traffic by device category
e) traffic by geography
Answer:
b) all of these answers are correct
220. Which reporting or data collection feature(s) do you get access to by activating
Advertising Features in Google Analytics?
a) Remarketing
b) Interest Categories
c) Demographic reporting
d) b and c only
e) a, b and c
Answer:
e) a, b and c
221. Which are the four main parts of the Google Analytics platform?
a) Configuration, Processing, Reporting, and Recollection
b) Configuration, Collection, Progressing, and Reporting
c) Collection, Configuration, Processing, and Reporting
d) Collection, Processing, Continuation, and Reporting
Answer:
c) Collection, Configuration, Processing, and Reporting
222. Which of these represent a macro conversion for an ecommerce site?

a) collecting a lead
b) a click on a "buy" button
c) receiving a product inquiry
d) a completed sales transaction
e) all of these are macro conversions for an ecommerce site
Answer:
d) a completed sales transaction
223. Which of the following are dimensions?

a) % New Sessions
b) Bounce rate
c) Conversion Rate
d) Screen resolution
e) Region
Answer:
d), e)
224. Which of the following types of traffic will show in the Campaigns report? (Select
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
Answer:
a), d)
225. 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) Intelligence
b) Real-Time
c) Annotations
d) Secondary Dimensions
Answer:
b) Real-Time
226. Which of the following are examples of Sources? (Select all that apply).
a) Email
b) Example.com
c) Search
d) Google
e) Display
Answer:
b), d)
227. 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
Answer:
a) users and sessions
228. 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
Answer:
c) All of these would count as goals.
229. Which of the following is true about segmentation?

a) segmentation should generally not be used without real time reporting
b) segmentation does not work on historical data
c) segmentation allows you to isolate and analyze subsets of your data
d) segmentation is a technique that should only be used by experienced analysts
e) all these answers are correct
Answer:
c) segmentation allows you to isolate and analyze subsets of your data
230. 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.
Answer:
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.
231. In the First Interaction attribution model, what channel would receive credit for the
sale
a) Email Campaign
b) AdWords
c) Direct
d) Social Network
Answer:
b) AdWords
232. 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 users 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
Answer:
a), b), d)
233. If you want to track a non-Google paid campaign with Analytics, what tool can be
used to tag links?
a) URL builder
b) Auto tagging
c) AdWords tagging
d) An appropriate 3rd party tool
Answer:
a) URL builder
234. 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?
a) There is unidentified referral traffic that is likely bot traffic
b) The tracking code has been altered and is reporting incorrectly
c) New pages or subdomains have been recently indexed in organic search
d) There is a new referral source that is directing a lot of new traffic to the site
e) all of the above
Answer:
e) all of the above
235. Why can AdWords clicks sometimes differ from Analytics sessions in your reports?
a) some visitors may be blocking cookies
b) clicks and sessions are different metrics
c) some visitors may have JavaScript disabled
d) all of the above
Answer:
d) all of the above
Best of luck!

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Google Analytics

a) (a) numeric, (b) continual change, (c) customers, (d) audience

4. What is the first step of analytics planning?

7. When do Google Analytics Terms of Service permit sending personally identifying

9. Which of the following would you use to set up a custom alert?

11. A session in Google Analytics consists of:

12. What is Bounce Rate?

20. What is an assisted conversion?

23. Which of the following is a session level interaction?

26. During data Processing, Google Analytics:

28. You can adjust sample size in Google Analytics by

30. What is the hierarchy of the Google Analytics data model?

34. During aggregation, Google Analytics:

38. You should add Analytics tracking code to your site___________________

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

52. In order to distinguish between users on web pages, Google Analytics:

56. Which of the following are possible uses of filters?

58. By default, an Analytics session ends when inactive for:

63. Using filters, you can _______.

78. The Site Search reports show:

80. Google Analytics can recognize returning users

85. Which of the following are advantages of Google Tag Manager?

98. When should you use manual tagging?

101. Which of the following is not a standard campaign parameter?

102. What is the purpose of the URL builder?

110. Which of the following are examples of Sources?

114. Which of the following is not a default Medium in Google Analytics?

120. When configuring a goal, why is it useful to assign a goal value?

122. Setting up goals allows you to see________.

125. Specifying a goal value allows Google Analytics to calculate __________.

127. When configuring a goal, why is it useful to assign a goal value?

129. Which of these best defines a Destination goal in Google Analytics?

130. You define a Destination goal by:

133. Google Analytics Goals let you specify:

137. A macro conversion

141. Which of the following is true of ROI?

151. Is Google Analytics capable of tracking mobile devices?

155. Adding filters to a view in Google Analytics allows you to:

162. Google Analytics can recognize returning users

165. Channel X has an Assisted/Last Interaction Conversion value of exactly 1. Which of

166. You can combine a metric X with a dimension Y in Google Analytics

167. In the Linear attribution model,

174. Which of the following are valid scopes for dimensions?

177. Which of the following are measures of traffic volume?

184. Which of the following are dimensions?

201. Which of the following suggests a poorly performing landing page?

204. Digital analytics is

Data Import, Real-Time

Data Import, Intelligence

Data Import, Measurement Protocol

218. You can combine metric X with a dimension Y in Google Analytics

222. Which of these represent a macro conversion for an ecommerce site?

223. Which of the following are dimensions?

229. Which of the following is true about segmentation?

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