Google Analytics IQ Exam Preparation: Questions & Answers 2017

As its name suggests, Google Analytics Individual Qualification (or Google Analytics IQ) is a certification is for individuals, conducted by Google. GAIQ exam consist of 70 questions which you need to complete within 90 minutes and the passing score for this exam is 80%.

The Google Analytics individual qualification exam covers basic and advanced Google Analytics concepts. This includes topics such as 1) planning and principles, 2) implementation and data collection, 3) configuration and administration, 4) conversion and attribution, 5) reports, metrics, and dimensions. The certificate is valid for 18 months from the date you passed this exam.

Google Analytics IQ exam: Questions & Answers for 2017

Which Analytics API allows you to access your Google Analytics account configuration data?
  1. Core Reporting API
  2. Embed API
  3. Management API
  4. You cannot access this data with an API

Adding filters to a view in Google Analytics allows you to
  1. exclude visits from a particular IP address
  2. replace complicated page URLs with readable text strings
  3. modify historical data
  4. A and B only
  5. A, B, and C

How would you determine the mobile ecommerce conversion rate for paid traffic (CPC)?
  1. Go to Audience > Mobile > Overview. Add a secondary dimension showing Traffic type in order to see the traffic coming from paid search
  2. Go to Acquisition > All traffic > Channels. Add a secondary dimension showing device category in order to see the paid search traffic coming from mobile
  3. Both A and B are correct steps for determining the mobile ecommerce conversion rate for paid traffic
  4. 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

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?
  1. The tracking code has been altered and is reporting incorrectly
  2. There is a new referral source that is directing a lot of new traffic to the site
  3. There is unidentified referral traffic that is likely bot traffic
  4. New pages or subdomains have been recently indexed in organic search
  5. All of the above

How would you track visitors coming from an email or newsletter campaign?
  1. By turning auto-tagging on
  2. Analytics will track visits coming from any campaign automatically
  3. By manually tagging the destination urls of the campaign
  4. It is not possible to track visitors coming from non Adwords campaigns

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?
  1. Annotations
  2. Intelligence Events
  3. Real-Time
  4. Secondary Dimensions
  5. Advanced Segments

Which of the following questions can be answered using the goal flow report?
  1. Do visitors usually start my conversions process from the first step or somewhere in the middle?
  2. Is there a place in my funnel where traffic loops back to the beginning of the conversion process to start over?
  3. Are there a lot of unexpected exits from a step in the middle of my conversion funnel?
  4. Are there any steps in my conversion process that do not perform well on mobile devices compared to desktop devices?
  5. All of these can be answered using the goal flow report.

Which of the following features allows you to join the data generated by your offline business systems with the online data collected by Google Analytics?
  1. Custom dimensions
  2. Goal tracking
  3. Data import
  4. Custom channel groupings

The User ID feature is commonly used with which of the following website layouts?
    1. Users can create an account on your website and log in on all types of devices
    2. Users can navigate between your website and multiple sub-domains within one session
    3. Users must navigate to a 3rd party shopping cart domain to complete a purchase
    4. You have content that displays on another domain through an iFrame

What is the main purpose of the Multi-Channel funnel report?
  1. To show which goals are bringing in the most revenue
  2. To evaluate the interaction and contribution of multiple channels in the conversion/purchase cycle for your site
  3. To analyze the funnel steps for multiple goals
  4. To see which channels resulted in the highest number of page-views

The Solutions Gallery allows you to import or share which of the following reporting tools or assets?
  1. Goals
  2. Segments
  3. Custom reports
  4. B & C only
  5. A, B, and C

What is a benefit of using Google Analytics for Remarketing?
  1. You can target customers who have previously been to your site with customized creatives.
  2. You can create Remarketing lists without making any changes to your existing GA tag.
  3. You can create Remarketing lists based on custom segments and targets, for example, users who’ve been to your site more than once in a 30 day period.
  4. A and C only
  5. A, B, and C

Which report would give you insight into how many Display conversions were assisted by Search paid traffic?
  1. Ecommerce reports
  2. Multi channel funnels reports
  3. Interests report
  4. Goals reports
  5. Campaigns reports

True or False: The order in which filters appear in your view settings matters.
  1. False: Filters are no necessarily executed in the order in which they appear.
  2. True: Filters are executed in the order in which they appear.

Which of the following metrics would most strongly suggest a poorly performing landing page?
  1. Bounce Rate > 90%
  2. % New Visits > 90%
  3. Session Duration > 5 minutes
  4. Bounce Rate < 90%
  5. None of these answers

You decide to run an email campaign that includes a link to your website. What would you need to do in order to track traffic to your site from this email campaign?
  1. Email traffic will always appear as referral and cannot be tracked separately
  2. Email is default medium in Google Analytics and will automatically appear in your reports
  3. Email traffic can be tracked using manual tagging with UTM parameters

Which of the following is not a required parameter in the URL builder?
  1. Campaign Name
  2. Campaign Medium
  3. Campaign Content
  4. Campaign Source
  5. All of these are required

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.
    1. True: A session is considered a “bounce” if the user views one page of the site and then leaves.
    2. False: Because there was more than one interaction hit in the session (pageview hit and event hit) this session would not be considered a bounce.

Segments are subsets of your Analytics data. Which of the following statements are NOT true of Analytics segments?
  1. Segments are filters that permanently change your data.
  2. Segments let you isolate and analyze your data.
  3. You can use segments to build custom Remarketing lists.
  4. Segments represent either subsets of sessions or subsets of users.

True or False: If you have updated your tracking code to analytics.js, then no additional configuration is required to track subdomains.
  1. True: With analytics.js you can track across your domain and subdomains with no additional configuration.
  2. False: You must always set up cross domain tracking in order to track subdomains.

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:
  1. changing the sampling rate in your view settings
  2. adjusting the session timeout control
  3. adjusting a control in the reporting interface for greater or less precision
  4. You cannot adjust the sample data

True or False: When you share a link to a custom report, you share the data in report.
  1. True: Sharing a link to a custom report shares the data in report
  2. False: Sharing a link to a custom report only shares a template for the report

Your web property is “”. You set up a URL goal of “/thankyou” and a Match Type of “Begins With”. Which of the following URLs will count as goals? Select
    4. All of these would count as goal

You recently set up a new AdWords campaign and you are interested in using Smart Goals to optimize your performance. Which of the following is a prerequisite to using Smart Goals?
  1. The linked AdWords account must have sent at least 1000 clicks to the selected Google Analytics view over the past 30 days.
  2. You must modify your tracking code to support Smart Goals data collection.
  3. You must enable “Smart Goals” in your property settings.
  4. The selected Google Analytics account must have at least 500 sessions over the past 30 days.

In the Multi-Channel funnel reports, which of the following metrics would be most useful in measuring how many conversions were initiated by Paid Search?
  1. Assisted Conversion Value
  2. Conversion Rate
  3. First Interaction (Click) Conversions
  4. none of these metrics

A visitor comes to your site but stops looking at pages and generating events. Which of the following will occur by default?
  1. Google Analytics does not keep track of sessions by default
  2. The visitor’s session expires after 5 minutes of inactivity
  3. The visitor’s session expires after 30 minutes of inactivity
  4. The visitor’s session expires once the visitor has exited your site

What are UTM parameters?
  1. parameters that are added to custom campaigns in order to correctly track the performance of these campaign in your Analytics reports
  2. parameters that are added in your website source code that allow Analytics to identify traffic coming from Adwords campaigns
  3. parameters that are added to URLs in order to track organic traffic, referral traffic and CPC traffic
  4. parameters that are added to your site for Event tracking

What is the best analysis tool to use in order to see a traffic comparison of Converters vs. Non Converters?
    1. View filters
    2. Advanced Segments
    3. Report filters
    4. Custom Dimensions

When should you use manual tagging?
a. You should use manual tagging in order to track all of your advertising campaigns, like AdWords or Facebook.
b. You should use manual tagging for any non-AdWords custom campaign.
c. You should use manual tagging to track only AdWords campaigns.

The Google Analytics Data Model consists of users, sessions, and interactions. In this hierarchy, interactions include:
  1. Pageviews
  2. Events
  3. Transactions
  4. A and B only
  5. A,B, and C

What is an attribution model in Google Analytics?
  1. the set of rules that determine which AdWords ads are credited with a conversion
  2. the set of rules for assigning sessions to new vs returning users
  3. the set of rules that determine how credit for sales and conversions is assigned to touchpoints in conversion paths
  4. the set of rules for assigning specific interest categories

Which dimension is not included in the Adwords reporting section of Google Analytics?
  1. Bid adjustment
  2. Keyword
  3. Invalid click
  4. Destination URL
  5. TrueView Video ad

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

Which of the following are advantages of implementing Google Tag Manager?
  1. You can add AdWords tags to your site without editing code
  2. You can add non-Google tags to your site without editing site code
  3. You can add Google Analytics tags to your site without editing site code
  4. All of these answers are correct
  5. You can change configuration values in your mobile app without rebuilding a new binary

What reports would you use to determine if you should consider expanding your advertising to new markets?
  1. Location and Language reports
  2. Frequency and recency reports
  3. Intelligence events
  4. Source/Medium report

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
  1. use Google Tag Manager for your Analytics tracking
  2. be able to generate your own unique IDs
  3. create a new Analytics account for User ID reporting
  4. all of the above

Which of the following should you NOT collect with the Google Analytics commerce JavaScript?
  1. product SKU(s)
  2. credit card number
  3. billing city
  4. tax amount
  5. purchase amount

You have defined goal X such that a particular PDF download qualifies as a goal conversion. A user comes to your site once and downloads this PDF 5 times. How many goal conversions will be recorded?
  1. 1
  2. 5
  3. 2
  4. 0

Google Analytics can identify that two sessions are from the same user if
  1. the sessions happen in the same browser on the same device
  2. the sessions happen on the same day
  3. the sessions happen in the same browser
  4. the sessions occur within 30 minutes of each other

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?
  1. Annotations
  2. Intelligence Events
  3. Real-Time
  4. Secondary Dimensions
  5. Advanced Segments

The Google Analytics SDK or tracking code sends campaign and traffic source data through a number of different field. Which of the following is one of the fields used to sends campaign or traffic source data?
  1. Location
  2. Campaign medium
  3. Device category
  4. Interest category

Which of the following statements is true about Multi-Channel Funnel (MCF) reports?
  1. You can create your own custom channel grouping in addition to the default MCF Channel grouping.
  2. The channel labels that you see in Multi-Channel Funnels reports are defined as part of the MCF Channel Grouping.
  3. When you share a Custom Channel Grouping, only the configuration information is shared. You data remain private.
  4. All of these statements are true.

Your company runs a holiday email campaign for the month of December to drive newsletter signups. Which of the following metrics would be the most indicator of the campaign’s success?
  1. bounce rate
  2. session duration
  3. pageviews
  4. conversion rate

Google Analytics uses which model by default when attributing conversion values in non-Multi-Channel Funnel reports?
  1. First Interaction model
  2. Last Interaction model
  3. Last Non-Direct Click model
  4. Linear model

Why would it be useful to assign a value to your goal in Google Analytics?
  1. Assigning a goal value allows you to track revenue from your conversions.
  2. Assigning a goal value allows you to compare goal conversions and measure changes and improvements to your site.
  3. Assigning a goal value allows you to use the Funnel Visualization report to analyze the conversion funnel on your website.

Which reporting dimension would be useful to reference if you were looking to improve the user experience on your landing pages?
  1. Traffic type
  2. Language
  3. Device Category
  4. B and C only
  5. A, B, and C

True or False: Once a view is deleted it cannot be restored.
  1. True: Deleted views cannot be restored at any time.
  2. False: You have 35 days to restore a view after it is deleted.

Auto-tagging is a feature that is used with which type of traffic?
a. Any search engine traffic that is not from Google
b. AdWords Campaign traffic
c. Website referrals
d. Social media referrals

Which of the following is a benefit of using segments in your data analysis?
  1. You can compare behavior metrics for groups of users like Converters vs non Converters.
  2. You can analyze your users and/or their sessions according to single or multi-session conditions.
  3. You can isolate and analyze specific conversion paths using conversion segments.
  4. You can permanently modify the data in your view, for example excluding internal or bot traffic.
  5. A,B, and C only
  6. A,B,C & D

Which reporting or data collection feature(s) do you get access to by activating Advertising Features in Google Analytics?
  1. Remarketing
  2. Interest Categories
  3. Demographic reporting
  4. B and C only
  5. A, B, and C

The Measurement Protocol is a standard set of rules for collecting and sending hits to Google Analytics. Using the Measurement Protocol you can
  1. send data to Google Analytics from any web-connected device
  2. send data to Google Analytics from a kiosk or a point of sale system
  3. upload aggregated data tables to Google Analytics
  4. A and B only
  5. A, B, and C

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?
  1. Visits
  2. Ecommerce Conversion Rate
  3. Page Value
  4. Bounce Rate
  5. Pages / Visit

What analysis tool would you use to analyze the behavior of new customers vs. returning customers on your website?
  1. Real Time reporting
  2. Segmentation
  3. View filters
  4. Multi-channel funnels

You define a Destination URL goal by
  1. creating a new dashboard to report only on the goal page
  2. adding the conversion ID to the tracking code on the goal page
  3. editing the view Goals and specifying the request URL of the conversion page
  4. adding the Ecommerce code to the goal page

Why can AdWords clicks sometimes differ from Analytics sessions in your reports?
  1. some visitors may have javascript disabled
  2. some visitors may be blocking cookies
  3. clicks and sessions are different metrics
  4. all of the above

What does the Time Lag report indicate?
  1. Time lag between goal completions
  2. Lag on the load time of the site
  3. Time lag between the original session and a goal completion
  4. Time lag between page views in the goal funnel

Which of the following would prevent destination goal conversions from being recorded?
  1. There was a misspelling in the URL of the goal definition.
  2. The tracking code is missing from the conversion page.
  3. No URL destination goals have been defined
  4. The match type in the goal definition is incorrect.
  5. All of these would prevent a destination goal from recording.

Which of the following could be measured by defining a goal in Google Analytics?
    1. the percentage of visits that contain only one pageview
    2. the percentage of visits that result in a site registration conversion rate
    3. the percentage of visits during which visitors spent at least two minutes on the site
    4. All of these could be measured by defining a goal in Google Analytics

Scenario: The Google Merchandise Store recently launched a mobile responsive website and started a few new ad campaigns. When looking at their overall traffic in Google Analytics, they noticed that they have a bounce rate of 85%. Which of the following dimensions would be useful when analyzing their traffic to determine the cause of this high bounce rate?
  1. Device Category
  2. landing page
  3. Campaign
  4. A and C only
  5. A, B, and C

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?
  1. Session (metric) + Page (dimension)
  2. Bounce rate (metric) / Event Action (dimension)
  3. Sessions (metric) / city (dimension)
  4. All of the above are valid dimension / metric combination


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