Google Analytics Certification Exam

Digital analytics is:

a) the analysis of quantitative data from your business

b) a process of continual improvement of the online experience

c) the analysis of qualitative data from your business

d) the analysis of data from your business and the competition

e) all of these answers are correct

e) all of these answers are correct

"Digital analytics" is the analysis of qualitative and (a) ___________________ data from your business and the competition to drive a (b) ___________________ of the online experience that your (c) ___________________ and potential customers have which translates to your desired (d) ___________________.

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

(a) quantitative, (b) continual improvement, (c) customers, (d) outcomes

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

(a) quantitative, (b) continual change, (c) customers, (d) outcomes

(a) quantitative, (b) continual improvement, (c) customers, (d) outcomes

What is the first step of analytics planning?

a) Document your technical infrastructure

b) Implement Google Analytics

c) Create your implementation plan

d) Define your overall measurement plan and business objectives

d) Define your overall measurement plan and business objectives

Which of the following should be the first step you complete during the analytics planning process?

a) Implement Google Analytics

b) Create your implementation plan

c) Define your overall measurement plan and business objectives

d) Maintain and refine your plans

e) Document your technical infrastructure

c) Define your overall measurement plan and business objectives

It's important to have a clear measurement strategy to guide your implementation strategy and your data analysis. Which of the following business objectives would be most relevant for content publishers?

a) collecting user information for sales teams to connect with potential leads

b) selling products or services

c) encourage engagement and frequent visitation

d) all these options are equally relevant as business objectives for content publishers

c) encourage engagement and frequent visitation

The demographics and interest category information in Google Analytics comes from

a) the DoubleClick third-party cookie

b) Google Tag Manager

c) survey data filled out by users

d) Information that you upload from your CRM

e) The AdWords first-party cookie

a) the DoubleClick third-party cookie

When do Google Analytics Terms of Service permit sending personally identifying information (PII) to Google?

a) when encrypted

b) in custom campaigns only

c) never

c) never

A visitor comes to your site but stops looking at pages and generating events. Which of the following will occur by default?

a) Google Analytics does not keep track of sessions by default

b) The visitor's session expires after 5 minutes of inactivity

c) The visitor's session expires once the visitor has exited your site

d) The visitor's session expires after 30 minutes of inactivity

d) The visitor's session expires after 30 minutes of inactivity

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

a) Intelligence

b) Real-Time

c) Conversions

d) Content

a) Intelligence

Once your Google Analytics data has been processed, it can not be changed.

a) True

b) False

a) True

When Google Analytics processes data, one of the main tasks it completes is organizing hits into:

a) users and sessions

b) cohorts and interactions

c) registered users and browsers

d) purchasers and browsers

a) users and sessions

A session in Google Analytics consists of:

a) The reports generated by users over a specific period of time

b) Interactions or hits from a specific user for all time

c) Interactions or hits from a specific user over a defined period of time

d) A group of users getting together in person to discuss analytics

c) Interactions or hits from a specific user over a defined period of time

By default, an Analytics session ends when inactive for:

a) 15 minutes

b) 30 minutes

c) 45 minutes

d) 60 minutes

b) 30 minutes

You need to immediately find out whether people are viewing the new content that you just added today. Which of the following would be most useful?

a) Real-Time

b) Intelligence

c) Annotations

d) Secondary dimensions

a) Real-Time

Which of the following would you use to exclude rows with fewer than 10 visits?

a) table sort

b) primary dimension

c) secondary dimension

d) table filter

e) pivot table

d) table filter

In which of the following circumstances would you want to increase the default sessions timeout length in Google Analytics?

a) The games on your site are highly interactive.

b) A typical session on your site involves filling out at least 3 forms.

c) The default session timeout length is set dynamically by Google Analytics and you cannot change it.

d) The average length of videos on your site is 35 minutes.

e) The average article on your site takes 4 minutes to read.

d) The average length of videos on your site is 35 minutes.

In which of the following circumstances would you want to increase the default sessions timeout length in Google Analytics? (Same question as above, different answers)

a) You need to start collecting Real-Time Data.

b) The default session timeout length is set dynamically by Google Analytics and you cannot change it.

c) Users typically spend less than 2 minutes on each page of your site.

d) The average length of videos on your site is 35 minutes.

d) The average length of videos on your site is 35 minutes.

Which are the four main parts of the Google Analytics platform?

a) Configuration, Prozessing, Reporting, and Recollection

b) Configuration, Collection, Progressing, and Reporting

c) Collection, Configuration, Processing, and Reporting

d) Collection, Processing, Continuation, and Reporting

c) Collection, Configuration, Processing, and Reporting

Which of the following are considered the four main components of how the Google Analytics system works? Select four correct answers.

a) reporting

b) replication

c) collection

d) configuration

e) calculation

f) analysis

g) certification

h) processing

a) reporting

c) collection

d) configuration

h) processing

Which of the following is a session level interaction?

a) ecommerce transaction

b) All of these answers are correct.

c) social interaction

d) pageview

e) event

b) All of these answers are correct.

Which of the following are "hit" types tracked by Google Analytics?

a) pageviews

b) events

c) all of these answers are correct

d) transactions

c) all of these answers are correct

Which of the following are "hit" types tracked by Google Analytics?

(select all that apply)

a) Pageviews

b) Reservations

c) Events

d) Transactions

a) Pageviews

c) Events

d) Transactions

During data Processing, Google Analytics:

a) transforms the raw data from Collection using the Configuration settings

b) collects the data from Analytics tracking code added to a website, mobile application or other digital environment

c) lets you access and analyze your data using the Reporting interface

d) lets you adjust Configuration settings before data is collected

a) transforms the raw data from Collection using the Configuration settings

You can adjust sample size in Google Analytics by

a) adjusting a control in the reporting interface

b) adjusting the session timeout control

c) adding a segment to your report

d) any of these actions will adjust the sample size

a) adjusting a control in the reporting interface

What is the hierarchy of the Google Analytics data model?

a) User > Session > Interactions

b) Sessions > Visitors > Interactions

c) Sessions > Users > Interactions

d) Interactions > Users > Sessions

a) User > Session > Interactions

Which of the following could you use to set targets for your measurement plan? Check all that apply.

a) Your historical site performance

b) Third-party industry benchmark data

c) Internal expectations from your business leadership

d) A random guess

a) Your historical site performance

b) Third-party industry benchmark data

c) Internal expectations from your business leadership

True or False. The date range set for a Dashboard doesn't apply to Real-Time widgets since they only show data for current active users, not historical data.

a) True

b) False

a) True

During aggregation, Google Analytics:

a) exports the collected data into a Google Spreadsheet

b) organizes the collected data into pivot tables

c) organizes the collected data within database tables

d) samples the data immediately

c) organizes the collected data within database tables

Which of the following are configurations that permanently modify your data during the processing stage?

(select all that apply)

a) Channel Groups

b) Content Groups

c) Custom Reports

d) Filters

e) Goals

f) Javascript Customization

a) Channel Groups

b) Content Groups

d) Filters

e) Goals

The process Google Analytics uses to retrieve data from large, complex data sets faster is called:

a) retrieval

b) expediency

c) sampling

d) configuration

c) sampling

You should add Analytics tracking code to your site___________________

a) before documenting your business objectives

b) after implementation planning

c) when it's convenient for your IT team

d) during measurement planning

b) after implementation planning

You should include Google Analytics tracking code on every page of a website you want to track.

a) True

b) False

a) True

Which of the following would most quickly allow you to determine whether the Google Analytics code snippet is working on a specific website page?

a) Annotations

b) Real-Time

c) Secondary dimensions

d) Intelligence Alerts

b) Real-Time

True or False: To collect mobile application data with Google Analytics, you should implement the exact same code you use for your website tracking.

a) True

b) False

b) False

Which of the following technologies on your site influence how you implement Analytics?

a) Server redirects

b) Query string parameters

c) Flash and AJAX events

d) Responsive web design

e) all of these answers are correct

e) all of these answers are correct

The code snippet for tracking websites with Google Analytics is written in:

a) AJAX

b) Flash

c) JavaScript

d) PHP

c) JavaScript

Which of the following platforms is Google Analytics capable of tracking? Check all that apply.

a) User activity on a website

b) User activity on a mobile website

c) User activity on a mobile application

d) User activity on a gaming console

e) User activity on any digitally connected device

a)

b)

c)

d)

e)

Which of the following would you use to send data from a website to Google Analytics?

a) Campaign Tracking paramenter

b) JavaScript tracking code

c) none of these would be appropriate

d) Google Analytics mobile SDK

b) JavaScript tracking code

Which of the following would you use to send data from a web connected point-of-sale system to Google Analytics?

a) Measurement Protocol

b) any of these would be appropriate

c) Campaign Tracking parameter

d) JavaScript tracking code

e) Google Analytics mobile SDK

a) Measurement Protocol

It is recommended that you place the Google Analytics javascript tracking code:

a) just after the opening tag

b) just before the closing tag

c) just after the opening

tag

d) just before the closing tag

b) just before the closing tag

The tracking code in Google Analytics:

(select all that apply)

a) connects data to your specific Google Analytics account

b) sends data back to your Google Analytics account for reporting

c) tracks changes in your AdWords account

d) identifies new and returning users

a) connects data to your specific Google Analytics account

b) sends data back to your Google Analytics account for reporting

d) identifies new and returning users

The same type of Google Analytics tracking code should be used for both a website and a mobile app.

a) True

b) False

b) False

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

a) uses the IP address of a device that accesses the site

b) uses the city, state and country of a visitor that access the site

c) creates anonymous unique identifiers using third-party cookies

d) creates anonymous unique identifiers using first-party cookies

d) creates anonymous unique identifiers using first-party cookies

Third-party data may be joined with the Google Analytics data collected via the tracking code.

a) True

b) False

a) True

How is Google Analytics able to determine if a group of website interactions are all from the same user device?

a) By detecting what city, operating system and browser the hits come from

b) By setting a unique ID for the device that is attached to each hit

c) By grouping together all hits that are collected within a 30 minute time period

d) Google Analytics is not able to detect if a group of interactions are from the same user device

b) By setting a unique ID for the device that is attached to each hit

Rather than using the random numbers that the tracking code creates, you can override the unique ID with your own number.

a) True

b) False

a) True

True or False: The order in which filters appear in your view settings matters.

a) True. Filters are executed in the order in which they appear.

b) False. Filters are not necessarily executed in the order in which they appear.

a) True. Filters are executed in the order in which they appear.

Which of the following are possible uses of filters?

a) replace complicated page URLs with readable text strings

b) report on only a subdomain or directory

c) include only traffic coming from a particular campaign

d) exclude visits from a particular IP address

e) all of these are possible uses of filters

e) all of these are possible uses of filters

Why is it important that you maintain one unfiltered view when using filters with your Analytics account?

a) You will need to configure your goals in the unfiltered view

b) Without one unfiltered view, you will not be able to use a filter for multiple views

c) An unfiltered view ensures that the original data an always be accessed

d) There is no reason to maintain an unfiltered view

c) An unfiltered view ensures that the original data an always be accessed

Your company has a website and a mobile app, and you want to track each separately in Google Analytics. How should you structure your account(s)?

a) One account, one property, no views

b) One account, two properties

c) One account, one property, two views

d) One account, one property, one view, because you can't use Google Analytics to track the mobile app

b) One account, two properties

Which of the following are possible uses of views within a single Google Analytics account?

a) To look more closely at traffic to a specific part of a site (a page or selection of pages)

b) To limit a user's access to a subset of data

c) To track domains that belong to another account

d) To look more closely at traffic to a specific subdomain

a) To look more closely at traffic to a specific part of a site (a page or selection of pages)

b) To limit a user's access to a subset of data

d) To look more closely at traffic to a specific subdomain

You want a second view of your data where you only see traffic to a specific subdirectory. What is the best way to set this up?

a) Create a new view and apply an advanced filter that deletes page data outside the subdirectory

b) Create a duplicate view and add a filter: select "Include only traffic to a subdirectory" from the Filter Type drop down, and specify the subdirectory

c) Create a second Google Analytics account, and apply the new tracking code to the pages in the subdirectory

d) Create a new web property and add the new tracking code to the pages on the subdirectory

b) Create a duplicate view and add a filter: select "Include only traffic to a subdirectory" from the Filter Type drop down, and specify the subdirectory

Using filters, you can _______.

a) exclude data from a view

b) change how the data looks in your reports

c) include data in a view

d) All of these answers apply

d) All of these answers apply

Which of the following best represents the hierarchical structure of a Google Analytics account from top to bottom?

a) View → Account → Property

b) Property → Account → View

c) Account → View → Property

d) Account → Property → View

d) Account → Property → View

Which of the following statements are true?

Check all that apply.

a) If you make a mistake with a configuration setting on a view, you can always reprocess the data to fix it.

b) To view data from two websites in aggregate using Google Analytics, you must use the same tracking ID on both sites.

c) Once a view is deleted it can be restored using the trash can feature.

d) When a new view is created, it will show the historical data from the first view you created for the property.

b) To view data from two websites in aggregate using Google Analytics, you must use the same tracking ID on both sites.

c) Once a view is deleted it can be restored using the trash can feature.

Filters can modify the data in your Google Analytics reports by:

(select all that apply)

a) including data

b) excluding data

c) exporting data

d) changing how data looks in reports

a) including data

b) excluding data

d) changing how data looks in reports

Which of the following would you use to show two date ranges on the same graph?

a) secondary dimension

b) motion chart

c) plot rows

d) pivot table

e) date comparison

e) date comparison

Which of the following reporting tools would you use to show two rows of data on the same graph?

a) Date comparison

b) Table filter

c) Table sort

d) Plot rows

e) Primary dimension

f) Secondary dimension

g) Pie chart

h) Pivot table

d) Plot rows

Which of the following Audience reports would you use to see how often users return to your site?

a) Location reports

b) Language

c) Frequency & Recency reports

d) New vs. Returning reports

e) Engagement reports

f) Browser & OS reports

g) Mobile reports

c) Frequency & Recency reports

The URL for the homepage of your site is example.com/index. You would like this to appear as "/home" in your Pages report. How can this be achieved?

a) Use a Search and Replace custom filter on the Request URI field where Search Strings is "/index" and Replace String is "/home"

b) Use a Search and Replace custom filter on the Request URI field where Search String is "www.example.com/index" and Replace String is "www.example.com/home"

a) Use a Search and Replace custom filter on the Request URI field where Search Strings is "/index" and Replace String is "/home"

Which of the following would be most useful for ranking pages according to revenue contribution?

a) Page Value

b) Bounce Rate

c) Revenue

d) ROI

e) Margin

a) Page Value

To see the bounce rate of a specific medium in an Acquisitions report:

Check all that apply.

a) Change the primary dimension in the Channels report to "Medium" and view the Bounce Rate metric

b) Change the primary dimension in the Source/Medium report to "Medium" and view the Bounce Rate metric

c) Change the primary dimension in the Referrals report to "Medium" and view the Bounce Rate metric

d) You cannot see this information in any Acquisitions reports.

a) Change the primary dimension in the Channels report to "Medium" and view the Bounce Rate metric

b) Change the primary dimension in the Source/Medium report to "Medium" and view the Bounce Rate metric

Which of the following types of traffic will show in the "Campaigns" report?

Check all that apply

a) Visits from Google AdWords campaigns that have autotagging enabled

b) Visits from Google AdWords campaigns that have autotagging disabled and no manual campaign tagging

c) Visits from all links tagged with the parameter utm_medium=cpc

d) Visits from all links tagged with the utm_campaign parameter

a) Visits from Google AdWords campaigns that have autotagging enabled

d) Visits from all links tagged with the utm_campaign parameter

Which of the following reports allows you to identify the terms visitors use to conduct searches within your site?

a) Keyword report

b) Affinity Categories

c) Search Engine Optimization report

d) Site Search report

d) Site Search report

The Site Search reports show:

a) how users search your site

b) traffic coming from search engines

c) traffic coming from Google organic search

d) traffic coming from Google paid search

a) how users search your site

Which of the following Audience reports would you use to see how your site performance differs between desktop, smartphone and tablet users?

a) Location reports

b) Language

c) Frequency & Recency reports

d) New vs. Returning reports

e) Engagement reports

f) Browser & OS reports

g) Mobile reports

g) Mobile reports

You are interested in identifying the most popular content on your site. Which of the following sections will have this report information by default?

a) Search

b) Acquisition

c) Audience

d) Conversion

e) Behavior

e) Behavior

True or False: When you share a link to a custom report, you share the data in the report.

a) True: Sharing a link to a custom report shares the data in the report.

b) False: Sharing a link to a custom report only shares a template for the report.

b) False: Sharing a link to a custom report only shares a template for the report.

Which of the following types of data can be collected and reported in the Site Speed reports?

a) button click response time

b) how quickly images load

c) All of these are tracked by the Site Speed reports.

d) page-load time for a sample of pageviews on your site

e) how quickly the browser parses a page and makes it available for user interaction

c) All of these are tracked by the Site Speed reports.

Which of the following reporting tools would you use to exclude any rows of a report with fewer than 50 visits?

a) Date comparison

b) Table filter

c) Table sort

d) Plot rows

e) Primary dimension

f) Secondary dimension

g) Pie chart

h) Pivot table

b) Table filter

Which of the following techniques would you use to exclude rows with fewer than 10 visits from a report table?

a) add a primary dimension

b) sort the table by sessions from highest to lowest

c) use a pivot table with two dimensions

d) add a secondary dimension

e) apply a table filter

e) apply a table filter

Which of the following Audience reports would you use to determine whether first-time site visitors or repeat site visitors spend more time on your site on average?

a) Location reports

b) Language

c) Frequency & Recency reports

d) New vs. Returning reports

e) Engagement reports

f) Browser & OS reports

g) Mobile reports

d) New vs. Returning reports

True or False. It is possible to customize the default channels in the Channels report and create your own custom channels from scratch.

a) True

b) False

a) True

Which of the following Behavior reports would you use to identify the pages of your site that have the highest bounce rate as the first page of a user's session?

a) All Pages

b) Content Drilldown

c) Landing Pages

d) Exit Pages

e) Site Speed

f) Site Search

g) Events

c) Landing Pages

Which of the following Behavior reports could you use to find new keyword ideas for your search advertising campaigns?

a) All Pages

b) Content Drilldown

c) Landing Pages

d) Exit Pages

e) Site Speed

f) Site Search

g) Events

f) Site Search

Which of the following are required to create a Custom Report?

Check all that apply.

a) A report title must be entered

b) Multiple report tabs must be created

c) Multiple metric groups must be created

d) At least one metric must be added

e) At least one dimension must be added

f) A report filter must be applied

a) A report title must be entered

d) At least one metric must be added

e) At least one dimension must be added

True or False. Custom Reports will only display data for the date range selected at the time the report is created.

a) True

b) False

b) False

You can retrieve Google Analytics reporting data through the following methods:

(select all that apply)

a) the account administration settings

b) the reporting interface

c) the SDKs

d) an API

b) the reporting interface

d) an API

The reporting APIs can be used to:

(select all that apply)

a) automate complex reporting tasks

b) automate your tracking code customizations

c) retrieve Google Analytics data for use in your own applications

d) build your own dashboard with Google Analytics data

a) automate complex reporting tasks

c) retrieve Google Analytics data for use in your own applications

d) build your own dashboard with Google Analytics data

Each query sent to the Reporting API must specify:

(select all that apply)

a) the start and end dates

b) the name of the standard report you wish to use

c) which metrics to display

d) the ID of the account view that the data should be retrieved from

a) the start and end dates

c) which metrics to display

d) the ID of the account view that the data should be retrieved from

If the data for a report you request is stored in a standard aggregate table, it will never be sampled in Google Analytics.

a) True

b) False

a) True

If you decrease the sample size for a report, more sessions will be used to calculate the report and it will take longer to generate.

a) True

b) False

b) False

You can adjust the sample size by:

(select all that apply)

a) adding a segment to your report

b) adjusting the session timeout control

c) adjusting a control in the reporting interface

d) specifying the sample size when querying the API

c) adjusting a control in the reporting interface

d) specifying the sample size when querying the API

Which campaign tracking variables are required in order to ensure accurate data shows for your campaigns in the „All Traffic" report? Select all that apply.

a) utm_campaign

b) utm_term

c) utm_source

d) utm_medium

e) utm_content

a) utm_campaign

c) utm_source

d) utm_medium

Note: The new version of this question allows only one answer, so the correct option is "utm_campaign, utm_source, utm_medium"

Which of the following is a valid tagged custom campaign? Select all that apply.

a) www.example.com?utm_medium=email&utm_source=newsletter1&utm_campaign=spring

b) www.example.com?utm_medium=referral&utm_source=example&utm_campaign=winter

c) www.example.com?utm_medium=cpc&utm_source=mysearch&utm_campaign=spring&utm_term=backpacks

d) www.example.com?utm_campaign=fall&utm_medium=email&utm_source=newsletter1&utm_content=a1

a)

b)

c)

d)

Which of the following is not a standard campaign parameter?

a) utm_adgroup

b) utm_content

c) utm_campaign

d) utm_source

a) utm_adgroup

What is the purpose of the URL builder?

a) to generate a URL with tracking parameters

b) to optimize landing pages

c) using the URL builder is required in order to track AdWords visits

d) to generate the URL tracking parameters that need to be appended to an organic search result

a) to generate a URL with tracking parameters

Which is the recommended parameter for identifying different versions of an ad?

a) utm_ad

b) utm_medium

c) utm_creative

d) utm_content

d) utm_content

For each user who comes to your site, Google Analytics automatically captures which of the following Traffic Source dimensions?

a) Source and Medium

b) Source, Medium, Campaign, and Ad Content

c) Campaign and Medium

d) Campaign and Ad Content

a) Source and Medium

Which of the following traffic mediums are automatically tracked by Google Analytics without extra tagging or account linking? Check all that apply.

a) search

b) referral

c) cpc

d) organic

e) email

f) display

g) ppc

i) (none), when the traffic source is "direct"

b) referral

d) organic

i) (none), when the traffic source is "direct"

Which campaign tracking variables should you always use when manually tagging a URL?

a) utm_content, utm_campaign

b) utm_source, utm_medium, utm_campaign

c) utm_source, utm_content

d) utm_campaign, utm_adgroup, utm_term

b) utm_source, utm_medium, utm_campaign

Which of the following should you manually tag with campaign tracking variables? Check all that apply.

a) Banner ads

b) AdWords campaigns

c) Referrals

d) Organic search traffic

e) Non-AdWords CPC campaigns

f) Email campaigns

a) Banner ads

e) Non-AdWords CPC campaigns

f) Email campaigns

Which of the following are examples of channels? Select all that apply.

a) Audience

b) Organic Search

c) Conversion

d) Display

e) Email

b) Organic Search

d) Display

e) Email

Note: Other channels are Direct, Referral, Paid Search, Social.

Which of the following are examples of Sources?

a) example.com

b) mail.google.com

c) All of these are possible Sources.

d) (direct)

e) google

c) All of these are possible Sources.

Which of the following are examples of Sources? Select all that apply.

a) Email

b) Example.com

c) Search

d) Google

e) Display

b) Example.com

d) Google

Note: Direct would also be a Source.

Which of the following are examples of Mediums? Select all that apply.

a) Conversion

b) Example.com

c) Google

d) Email

e) All of these are Mediums.

d) Email

Note: Other examples are Organic, CPC, Referral, None (Direct Traffic). Example.com and Google are Sources.

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

a) cpc

b) referral

c) organic

d) email

e) All of these are default Mediums.

e) All of these are default Mediums.

Which of the following Channels is part of the Default Channel Grouping?

a) Display

b) Direct

c) Social

d) Organic

e) All of these are part of the Default Channel Grouping.

e) All of these are part of the Default Channel Grouping.

You are interested in exploring metrics by campaign and traffic source. Which of the following sections will have this report information by default?

a) Behavior

b) Conversion

c) Audience

d) Admin

e) Acquisition

e) Acquisition

Which of the following could be measured by defining a goal in Google Analytics?

a) The percentage of visits that contain only one page view

b) The percentage of visits during which visitors spent at least two minutes on the site

c) The percentage of visits that result in a site registration

d) Conversion rate

e) All of these could be measured by defining a goal in Google Analytics

e) All of these could be measured by defining a goal in Google Analytics