Perhaps one of Google’s most popular tools is Google Analytics.

I remember back in the days when we had to rely on our server’s web traffic monitors which took a ton of space and often lacked real-time information. Google analytics really changed that and has been a leader in the space since then.

GA has been keeping itself up-to-date and has come a long way since inception. Read more on what’s new in Google Analytics in 2020.

Whether you’re a DIY entrepreneur or you work at a local SEO agency, at some point you’re going to consider taking the GA Exam.

Google Analytics Exam (GAIQ) tests your GA familiarity. Upon passing it, Google will give you a certificate showing that you are a proficient analytics expert. You can use the certificate to make your SEO portfolio more beguiling.

While the Google Analytics exam isn’t complicated, it contains puzzling jargon that can hinder you from passing it.

On that account, we have provided correct answers and explanations to 2020’s questions so as to maximize your chances of passing the Google Analytics Exam.

GAIQ Questions and Answers for 2020

  1. What does Google Analytics use to collect company-specific information?

  • Event tracking
  • Custom filter
  • Custom dimension
  • Custom metric


While you can use custom metrics, event tracking, and custom filters to collect vital pieces of data like location, age, device, and online behavior, the Google Analytics features will not help you gather the specific information you need.

With custom dimensions, you can customize your Google Analytics account to track and generate readable company-specific information like content type, SEO score, the performance of target keywords, logged in users, and any other information that matters 1.

  1. What hits does GA track?

  • Page view
  • Event
  • Transaction
  • All of the above


Google defines hits as any user behavior or activity recorded by Google Analytics. For instance, when a guest visits your website, your analytics code gets triggered. Then, it collects and sends the visitor’s information like device used, referrer, demographics, and interests to Google Analytics’ servers as a hit.

The common hit types in GA include Screenview Hit, User Timing Hits, Event Hit, Transaction Hit, Exception Hit, Social Interaction Hit, Event Hit, and Page View Hit 2.

  1. What feature does GA use to categorize devices used by site visitors?

  • Audience definitions
  • Attribution models
  • Google ads linking
  • User ID


GA uses User Identification to identify various devices that your web visitors use to browse through your website. Thus, if you want GA to keep you updated about the specific devices used by web visitors, then enable Google Analytics User ID tracking.

How do you enable it? It is simple. Click on your GA account’s Admin View. Scroll down to the property section, and then click on tracking info. Finally, go to User ID and enable it 3. Google Analytics will start tracking the devices that prospects use to access and browse through your site.

  1. How does GA acknowledge default conversions in Multi-Channel Funnel reports?

  • First campaign, search, or ad
  • Last campaign, search, or ad
  • Second to last campaign, search, or ad
  • Equal credit along the conversion touchpoints


In MCF, GA credits conversion channels according to the role they played in converting site visitors to buyers. As an example, when prospects buy a product from your website, GA will credit the blog that directed a user to your landing page. It won’t just credit your landing page for walking a prospect through the buying process.

Instead, the Multi-Channel Funnels report will give equal credit to ads that prompted prospects to check out your blog, the blog that encouraged visitors to visit your landing page, as well as the landing page that inspired the visitor to try out your product 4.

  1. What report shows the pages that prospects viewed first?

  • Landing pages report
  • All pages report
  • Pages report
  • Location report


A landing page is the first page that your site visitors land after clicking a link in your email campaign, blog, Google ads, social media posts, and any other digital market that you use to market your product or services.

Hence, if you want a detailed report on the pages where your guest arrived first, just read through your GA accounts Landing Pages report. The report will show you the landing pages that bring in more traffic, the number of new visitors who visit your landing pages, as well as your landing pages’ bounce rates.

  1. What do web-connected devices use to send data to GA?

  • Measurement Protocol
  • Cookies
  • Networking protocol
  • Data import


The Measurement Protocol lets web developers create an HTTP request that collects and sends raw hits from internet-connected devices to your google analytics account. You can use the raw hits to assess your visitors’ behavior when browsing through your website 5.

Also, you can use the hits to measure your site visitors’ online to offline behavior.

  1. What isn’t a default “medium” on GA?

  • Google
  • Referral
  • CPC
  • Organic


Google Analytics recognizes three default mediums. The first is a referral, which represents any traffic originating from other blogs or websites. GA’s second default medium is “organic”.

This default medium represents all organic traffic coming to your site. It doesn’t factor paid traffic.

Google Analytics’ third default medium is “NONE.” This medium represents the traffic from users who visit your site directly. They can do so by typing your URL, or by clicking on a bookmarked link. Google isn’t a default medium 6.

  1. What rules does Google Analytics use to credit sales and conversion from vital touchpoints in the conversion path?

  • Attribution modeling
  • Channel groupings
  • Conversion tracking
  • Multi-Channel Funnels


Google Analytics uses attribution modeling to dictate how conversions are attributed to the various channels in your conversion pathway. For instance, GA uses last interaction attribution to credit the last channels that expedited a sale or a conversion.

Correspondingly, Google Analytics uses first interaction modeling to credit the first touchpoints that opened a conversion.

Furthermore, GA can use other attribution models like Position Based attribution, Time Decay attribution, Last Google Ads attribution, and Last Non-Direct Click to determine how touchpoints are credited 7.

  1. What metric-dimension arrangement is invalid?

  • Sessions/Source
  • Sessions/Bounce rate
  • Total events/ User type
  • Average Time on Page/ Device category


A dimension is any personal characteristics of guests who click or browse through your website. Common dimensions recognized by GA are age, keyword, location, gender, type of browser, and device.

On the other hand, Google Analytics uses metrics to quantify dimensions. The standard parameters used by GA are bounce rates, sessions, time on site, new users, goal completions, and goal conversion rates.

While Google uses dimension-metric combinations to prepare all its reports, not every metric can be valid. In this case, the sessions/bounce rate combination is invalid since it is made up of only parameters. It lacks a dimension 8.

  1. Which GA report shows how users arrive at your site?

  • Behavior
  • All traffic
  • Demographics
  • Geo


Google Analytics converts information collected from your site into standard reports to help you monitor your site’s performance. However, since the data differs, GA categorizes the reports to help you locate the one you want quickly.

The standard categories of GA’s reports include Acquisition, behavior, conversions, Real-Time, and Audience reports. If you want a report on the sources of traffic to your site, go to the Acquisition tab, click on All Traffic to access it.

  1. You can view previous values of a Custom Dimension, in Views whose Data Import feature is disabled.

  • True
  • False


While custom dimension is like a default metric in your GA account, you will have to create or enable it before it starts collecting and analyzing the information that Google Analytics doesn’t track.

On the other hand, Data Import helps you combine external data with that collected by GA’s Custom dimensions. Thus, there is no way you can view previous values of a Custom Dimension that you had not created 9.

  1. Where can you utilize Custom dimensions?

  • Standard Reports’ secondary dimensions
  • Custom Reports’ primary dimensions
  • Custom Reports’ secondary dimensions
  • All of the above


GA gathers essential traffic statistics like the origin of traffic, age of site visitors, as well as the type of devices your visitors use to browse through your site. However, at times, this information might not be useful to you.

In such a case, GA gives you the freedom to use Custom dimensions to decide the specific type of information you want to collect.

You can use your custom dimensions insights as secondary dimensions for your custom or standard reports. On top, you can use Custom Dimensions as principal metrics for your regular GA reports 10.

So, all the choices above are correct.

  1. What GA feature activates Multi-Channel Funnels?

  • In-page analytics
  • Custom dimensions
  • Advertising features
  • Goals or Ecommerce


GA’s Multi-Channel Funnels show you how your digital marketing platforms collaborate to generate conversions and sales. MCF can track your visitors up to 90 days before they made a purchase 11.

Nonetheless, Google analytics does not generate MCF reports automatically. You will have to activate them by setting up Goals and or e-commerce if at all you need MCF insights to up your marketing strategy.

  1. What does GA use to relate metrics to website averages?

  • Performance
  • Pivot
  • Percentage
  • Comparison


Ideally, Google Analytics uses various data tables to display your analytic report metrics. The common ones are percentage pie charts, performance horizontal bar charts, data tables, comparison bar charts, and Term cloud visual representations.

Each table serves a different function. GA uses comparison displays to show the performance of select metrics against your site’s average 12.

  1. What order does GA use to apply view filters?

  • Sequential order
  • Creation order
  • Random order
  • Alphabetical order


Google Analytics’ view filters help you see the most critical information that you or your stakeholders want to see. The Views save you from wasting much time viewing or analyzing less valuable website data.

By default, Google Analytics applies the view filters in the order in which you added the filters to your GA account. So, existing view filters will appear before recent ones 13.

  1. Where does Auto-tagging pull its data from?

  • Ad Words campaign traffic
  • Social media traffic
  • Search engine traffic
  • Site referral traffic


GA’s auto-tagging ensures that you get a comprehensive report about your AdWords campaign traffic. It collects its data from your target keywords, as well as the traffic from your Good Ads data 14.

  1. What report shows when customers enter and leave your conversion funnel?

  • User timings
  • Cohort analysis
  • Goal flow
  • Treemaps


Google Analytics uses Goal Flow report to show the entire path which your customer used to enter your conversion funnel all through to the road the customer exited your conversion funnel.

Using the Goal flow account, you can gauge if your prospective customer is navigating through your content as projected. Moreover, the analytical report can help you detect glitches that could be reducing your conversions 15.

  1. What parameters make an event hit report?

  • Category, action, label, total events
  • Category, action, label, unique events
  • Category, action, label, value
  • Event, category, action, label


An event is a user’s interaction with your brand or marketing content. Some of the typical user interactions classified as events include downloads, subscriptions, filling and submitting online forms, playing videos, and clinking links in your content.

According to Google Analytics, an event hit from your website should display a category, action, label, and value. Though label and value variables are optional, GA recommends that you try as much as possible to include them in your event hit 16.

  1. Which Remarketing audiences cannot be tracked by GA?

  • Users who visited a specific webpage
  • Users who visit a physical store
  • Prospects who play a video
  • People who communicate in a certain language


Remarketing Audiences are IDs or cookies belonging to prospective customers with a higher likelihood of converting. You can identify and create a remarketing audience using your site visitors’ online behavior.

By default, Google analytics identifies the language spoken by users, the number of site visitors who watch your videos, and the number of users who visit individual pages on your website. GA cannot define the number of users who visit a physical store since it uses online codes to track prospects.

  1. What data isn’t tracked by GA goals?

  • Watching a video
  • Customer’s lifetime value
  • Making a purchase
  • Signing up for a newsletter


Just as its name suggests, Lifetime Value analyzes the lifetime value of your customer.

A goal can hardly track Lifetime Value since it is not a simple traceable metric.

But, it is a comprehensive report that needs several parameters and variables to generate 17.

Google Analytics Qualification Exam Answers

Hopefully, by now you’re better prepared for the exam.

While I went go over the answers, I suggest you continue to read up on the specific topics to get yourself further acquainted with Google Analytics and all of its features.