Getting the Google Analytics certification doesn’t need to be difficult. This guide teaches you everything you need to know to pass the exam on your first try. If you want to use this guide as a cheat-sheet while you take the exam, you can use Ctrl + F to find the exact question you are on. If you answer exactly as this guide answers, you will pass with an 82%.
When I tried this exam on my own I failed it twice. If you do fail, don’t wait (7) days. Instead, make a new email account and try again. That’s how I was able to pass the exam in a single day after failing it twice.
That being said, here is the guide to get the Google Analytics Certification in one day.
This first set of questions goes over Google’s formal definition of “Digital Analytics.” While useful, this question did not appear on the final test. My favorite question of these three is actually the third one. Each of the business types below have a different KPI (Key Performance Indicator) which is a fancy way to say a measurable goal. For a content publisher, their main goal is to encourage frequent visitation. For reasons like ad revenue, affiliate links, email signups, and building loyal followers.
Online information is straight forward, the purpose is to solve a problem for a visitor, and then the visitor leaves, knowing that when a problem arises again, that the site can reliably solve their problem again.
Like Online information/support, Lead generation and ecommerce felt straight forward as well. The former aims to build an email list or other contact information form, and the latter seeks to drive sales.
The format of learning is through video with follow-up questions. Youtube has a great feature that allows you to put videos on 2x speed. This was super valuable to me so that I could go through the videos as quickly as possible. Admittedly, during the test I did go back and re-watch some videos to find specific information.
Data Segmentation and Context
Segmentation is the process of separating your data visually based on certain features — demographics, acquisition source, or device (mobile, browser, etc.). Segmentation IS on the final exam, but it’s a fairly simple concept. Questions such as, “does segmentation permanently alter your data?” are answered by understanding that segmentation is only altering the way you are viewing your data, not changing it. Similar to this question is the question, “do filters retroactively affect your data?” Which is also false. Filters will only begin recording data from the day they are created.
The second question is referring to comparing new data to old data in order to better understand it. Internal context means comparing the data you are looking at in the present to the data you have collected in the past to gauge progress.
Business metrics, macro conversions, attribution models and conversion values
Like with setting goals, having a metric-driven goal helps with achievement because you can measure your progress. The first question is similar to the very first activity’s question about business objectives.
The second question is not as straight forward. A micro conversion is an action a user takes that brings them closer to a macro conversion. A macro conversion could be purchasing an item, or signing up for a newsletter.
The last question tests your understanding of attribution models and conversion values. Attribution models are on the final test so understand: first click attribution means the first interaction with your business gets all the credit for the macro conversion, linear attribution gives equal credit to all micro conversions, and last click attribution gives all credit to the final interaction before the macro conversion. The default model is last click attribution. That question is on the final exam.
This process is important to understand of course, but is not included in the final exam.
Google Analytics System, Mobile Apps, Code Snippet Format
Four Parts of Google Analytics Platform
Below are the four main components of how the google analytics system works:
This four step process is important, and is on the final exam.
The study material goes into more depth regarding mobile apps, but here is an easy mobile question. The code will be different for mobile apps than for websites.
Metrics, Dimensions, and Bounce Rate
These are my favorite questions. They are incredibly easy distinctions to make. Metrics are numbers, where dimensions are values, or variables. Think back to algebra.
X + 2.
X is like a dimension, and 2 is like a metric. A page title would be a dimension, and page views would be a metric. Easy. Bounce rate means the number of people who hate you. Just kidding (that’s how I feel about it). Bounce rate is the number of people who visit your page but don’t interact with anything and leave. High bounce rate is bad because you want interaction with your website in most cases. The fourth question explores possibilites as to why you may have a high bounce rate. This is a great question for site owners. For context, a landing page are the first page a user sees after they click to your site, and a call-to-action is a message to take some sort of action on that landing page.
Measurement Plan, KPIs, Attribution
Planning process, Strategies, KPIs, Segments, and Measurement Planning
The first question is referring to the 5 steps of measurement planning, and is summarized below:
5 Steps of Measurement Planning
- Document Business Objectives
- Identify Strategies and Tactics
- Choose KPIs (KPI = Key Performance Indicators (Metrics))
- Choose Segments
- Choose Targets for Each of Your KPIs
In the scenario there are three primary business objectives. For each of these objectives we choose the answer which corresponds to their achievement. For example, “enabling users to contact realtors for their favorite properties through an online form” corresponds to the “purchase” goal, “connect users to mortgage estimation tools and financing options through an online portal” corresponds to the “finance” goal, and “provide users with search tools to narrow the listing options to match their specific criteria” corresponds to the “discover” goal.
Likewise for the next question we need to understand our KPIs. Simply put, the percentage of users who use these portals and forms.
Question 4 goes into segments again. You want as much information about different segment’s behaviors in order to properly serve each one, which is why we would want segments for each all of the options.
If you work at a large company, question 5 makes sense for you to include internal expectations from your business leadership. This is in fact a good idea. People who understand the industry can help make sense of your data. The other two options make sense for everyone, therefore the correct answer is all three, excluding “a random guess.”
Google Analytics Account Structure
This question is referring to the structure of your google analytics account. This type of question is on the exam, and it is important to understand the differences between an account, a property, and a view. You can create multiple properties and views for an account, and it is recommended. Views are on the exam a lot, so make sure you understand that views do modify the actual data, unlike a segment. An account can have multiple properties, and you would want to include them in a single account.
IP address filters are important to avoid skewing data from internal staff (or yourself). The order of filters matters. If you filter to have only USA traffic, and then only Canada traffic, you won’t have any traffic appear because you eliminated all the Canadian traffic from the first filter. Therefore the order of filters makes a huge difference. Having one unfiltered view is important because raw data cannot be reprocessed, which means that having an unfiltered view allows the original data to always be available.
Match types, URI logic, Destination Goals, and Goal Values
This first question is for sure on the exam. Luckily, this is an easy concept to understand. There are two different match types: “Equals to”, and “Begins with.” To discern between them, pay attention to the first “/” after a website’s URL. For example, www.mysite.com/thankyou versus www.mysite.com/reciept/thankyou. The URI pattern is different for these two URLs. For “Begins with”, any URL with the “/thankyou” URI pattern will be valid for your destination goal. Here are some examples: “www.mysite.com/thankyou/reciept”, and “www.mysite.com/thankyou/id=123” They both begin with “/thankyou”. For “Equals to” the destination goal is looking for an exact match.
A destination goal is a page that you define as the landing page after a user has completed some action that you desired. You define this page in your view setting in Google Analytics.
For question 4, assigning a goal value is important so that you can attribute monetary value to this action so you can calculate your ROI on your advertising.
Last, question 5 is regarding which metrics can be measured by defining a goal. This is on the exam! Understand that by defining goals you can measure KPIs.
It’s important to understand the three mediums which google automatically tracks. These are:
- Direct (none)
Referral means from another webpage, organic is from a search engine such as google or bing, and direct (none) means someone typed your exact URL into their address bar, or arrived via a bookmark.
Manual tagging is on the exam and the three tracking variables you should always use are:
This is so that you understand where your traffic is coming from, through which medium, and which campaign it belongs.
Manually tagging is important for mediums that google does not track such as:
- Banner ads (think widget bar ads)
- Non-Adwords CPC campaigns
- Email Campaigns
There are two tags that are not required, and those are “utm_content” and “utm_term”. That is a verbatim exam question.
Question 5 is straightforward, the utm_content tag is for identifying different versions of an ad. For example:
“www.mysite.com/landingpage/utm_content=ad1” vs. “www.mysite.com/landingpage/utm_content=ad2”
Secondary dimension allows you to compare two dimensions in the same report. Similarly, “Plot rows” allows you to see two rows of data on the same graph. The table filter allows you to set criteria to exclude data. In question 3, you are asked how to exclude rows of a report with fewer than 50 visits, and the answer is “Table filter”.
I cut off question 4, there were other options. This question is simple, date ranges are compared through date comparison.
Reporting Tools Continued
Question 1 is on the exam. Understand that this report is an Audience report, and specifically, a Behavior report.
Mobile reports are responsible for determining site performance between devices such as desktops, smartphones, or tablets.
Last, question 3 is referring to the frequency (how often) and recency (how recent) reports.
Reporting Tools Continued…
Configuring Reporting Tools
Custom channels is on the final exam. Understand that when you share custom reports, your data is not shared unless you choose to share it.
Behavior Reports, Event Reports, Site Search Reports
A site search report is when someone searches your site using a built-in search bar, usually located in the widget area. Site search reveals metrics such as search terms, how many actions were taken after searching, etc.
Custom Reports, Date Range
Goal Flow Report
A Conversion Funnel
The red in the image represents the users who drop out of the conversion funnel at the corresponding step.
Ecommerce Data Collection and Reporting
Multi-Channel Funnels Reports
Metrics Versus Dimensions, and Sessions
You may notice there is some overlap between lessons. I find this helpful, because repetition will lead to mastery.
Google Analytics Data Model
Fun note here, the dispatching process drains battery life each time it happens. On androids the dispatching time period is every 30 minutes, while the iOS time period is every 2 minutes. This means that iOS phones will lose battery faster than Android phones when it comes to app usage. This can be modified in the dispatching settings, but those are the defaults. I found it interesting.
The Measurement Protocol, and SDKs
Hits, Tracking Code, and Data Aggregation
Sessions, Same User Device, and User ID
Adding Data to Google Analytics
APIs are important to understand for the final exam. Management API lets you configure your account through your dashboard, which is an exam question.
Data Modification, Goals, and Groups
Retrieving Google Analytics Reporting Data
Dimensions and Metrics
There is an exam question asking about sampling, and sample size. You are able to configure the sample size for increased or decreased accuracy in order to manipulate how long it will take for the report to generate.
Review: Components of the Google Analytics Platform, Tracking Code, The Measurement Protocol, and Google Analytics Recognition
Data Processing, Sessions, Report Configuration
Review: Configuration Settings, Dimensions, and Metrics (again…)
By the end of this you should understand metrics versus dimensions.
Review: Sampling, Filters, Page Errors
Review: Dashboards, and Segments
Having different dashboards is for organizations where the CEO may want a different dashboard than the Marketing Director. For your purposes, you may also opt for this format.
This looks complex, but it is actually very simple. You can see that you have the most pageviews from referral traffic, but what we are focusing on is engagement, therefore we need to pay attention to Avg. Session Duration, and Bounce rate, which are KPIs for engagement. You can see Search Traffic has the highest Session Duration, and the lowest Bounce Rate.
Reading Data Continued
This image does a great job showing the interface used to setup filters. Looking at the answer and the image should be enough information to understand how these settings work.
Hypothetical Situations and Reading Data
The answer is cut out of this image unfortunately. The Answer is Paid Search and Display. Just look at the Venn Diagram and compare the two circles with the most overlap.
Reading Data Continued
Look at the “Assisted/Last Click or Direct Conversions column and you can see that Organic Search has the highest value at 0.90.
Reading Data Continued
To come to Social Network as your answer you need to look at the biggest discrepancy between “First Interaction Conversion Value” and “Last Interaction Value”. Clearly Social Network is lagging behind on Last Interaction Conversion Value to a greater extent than the other mediums.
Reading More Data
Simply put, look at what is working for a certain market, and target those people.
Reading Data Continued
Cart-to-Detail Rate is the metric we are looking at here because that is a KPI for the product details page. In the image we can see that the Organic Basic T-Shirt is falling behind in that metric.
CTR (Click Through Rate) is highest for Position 1 on the Similar Products list. CTR is the KPI to determine which product list and list position is the most efficient at driving product views for The Great Outdoors, therefore it’s the metric we care about.
Instead of looking at the number of dropoffs, we focus on the percentage of people that dropoff. This is why “Review” needs to be optimized rather than “Billing.”
Mobile Analytics: Sessions, Monitization, Conversions, and Goals
Mobile Analytics: SDK, and Google Tag Manager
Adwords, Admob, and Google Analytics
Types of Advertisements
App Marketplace, and App Reporting
Segmentation, and Audience Report Data
Reporting and Tracking
App Event Tracking, and Custom Dimensions and Metrics
Review: Metrics and Ecommerce Reports
Google Analytics Exam
This section is dedicated to the actual exam. I will go through and take the exam again, and post the answers that I chose so that you can also get certified in one day. (For search purposes, (Ctrl + F) I will write out the questions above each image.)
You have defined goal X such that a particular PDF download qualifies as a goal conversion. A user comes to your site and in a single session downloads this PDF 5 times. How many goal conversions will be recorded?
Which Analytics API allows you to access your Google Analytics account configuration data?
What is the best analysis tool to use in order to see a traffic comparison of Converters vs. Non Converters?
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?
Which report would give you insight into how many Display conversions were assisted by Search paid traffic?
Which of the following would prevent destination goal conversions from being recorded?
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?
What does the Time Lag report indicate?
Which of the following attribution models would be useful for evaluating ads and campaigns that are designed to create initial awareness about a brand?
What is an assisted conversion?
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?
A visitor comes to your site but stops looking at pages and generating events. Which of the following will occur by default?
Which report would you use to determine the percent of your site traffic that has already been to your site before?
Why can AdWords clicks sometimes differ from Analytics sessions in your reports?
Which of the following metrics is available when Site Search tracking is enabled?
Which of the following statements is true about Multi-Channel Funnel (MCF) reports?
When analyzing the goal flow report, you see that many users are dropping off after the second step in the funnel. With this information you can infer that:
Which dimension is not included in the Adwords reporting section of 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?
Which of the following is a hit type tracked by Google Analytics?
True of False: If you have updated your tracking code to analytics.js, then no additional configuration is required to track subdomains.
Which reporting or data collection feature(s) do you get access to by activating Advertising Features in Google Analytics?
Which reporting dimension would be useful to reference if you were looking to improve the user experience on your landing pages?
The Google Analytics SDK or tracking code sends campaign and traffic source data through a number of different fields. Which of the following is one of the fields used to send campaign or traffic source data?
Segments are subsets of your Analytics data. Which of the following statements are NOT true of Analytics segments?
Which of the following is a benefit of using segments in your data analysis?
What is an attribution model in Google Analytics?
Which of the following questions can be answered using the goal flow report?
When you create a new Channel Grouping in a view, you can
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?
What are UTM parameters?
Which of the following is an advantage of implementing Google Tag Manager?
The Solutions Gallery allows you to import or share which of the following reporting tools or assets?
What is the URL parameter that autotagging appends to an AdWords destination URL?
You define a Destination URL goal by
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?
What is a benefit of using Google Analytics for Remarketing?
Your Multi-Channel Funnel reports have no data. What is the most likely reason?
Auto-tagging is a feature that is used with which type of traffic?
Google Analytics uses which model by default when attributing conversion values in non-Multi-Channel Funnel reports?
The Google Analytics Data Model consists of users, sessions, and interactions. In this hierarchy, interactions include:
How would you determine the mobile ecommerce conversion rate for paid traffic (CPC)?
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?
Which of the following is not a required parameter in the URL builder?
True or False: Once a view is deleted it cannot be restored.
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.
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?
What analysis tool would you use to analyze the behavior of new customers vs. returning customers on your website?
The Measurement Protocol is a standard set of rules for collecting and sending hits to Google Analytics. Using the Measurement Protocol you can
Google Analytics can identify that two sessions are from the same user if
Google Analytics can collect behavioral data from which systems?
When should you use manual tagging?
What reports would you use to determine if you should consider expanding your advertising to new markets?
Adding filters to a view in Google Analytics allows you to
True or False: When you share a link to a custome report, you share the data in the report.
True or False: The order in which filters appear in your view settings matters.
Which of the following could be measured by defining a goal in Google Analytics?
Your company runs a holiday email campaign for the month of December to drive newsletter signups. Which of the following metrics would be the best indicator of the campaign’s success?
The User ID feature is commonly used with which of the following website layouts?
Why would it be useful to assign a value to your goal in Google Analytics?
True or False: When a new view is created, it will show the historical data from the first view you created for the property.
Your web property is “www.example.com”. You set up a destination goal of “/thankyou” and a Match Type of “Begins with”. Which of the following pages would trigger a goal conversion?
Which of the following are possible uses of views within a single Google Analytics account?
What is the main purpose of the Multi-Channel funnel 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
Which of the following metrics would most strongly suggest a poorly performing website?
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?
How would you track visitors coming from an email or newsletter campaign?
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:
Congratulations, you passed the Google Analytics exam!
Using these answers you will receive an 82% on the exam, and you will be Google Analytics certified. If you don’t pass on your first try for whatever reason, do what I did and use a different email address to take it again. You can use Ctrl + Shift + N to open a new incognito window and login to your new email that way. I did this to take the exam (3) times before I finally passed.
Since this isn’t a perfect score, please, let me know in the comment section below if you know which ones I missed, and if this guide was helpful. Good luck!