Google Analytics IQ ENG

Google Analytics IQ ENG

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Ответы на сертификацию по Google Analytics на английском

Certification Exam Questions And Answers

Google Analytics


Qualification (GAIQ)


1 If a user visits a web page with an embedded video, leaves without clicking on anything, and the session times out, how will Google Analytics report the session?

As a click

As an interaction

As a bounce

As an event


A bounce is a single-page session on your site. In Analytics, a bounce is calculated specifically as a session that triggers only a single request to the Analytics server, such as when a user opens a single page on your site and then exits without triggering any other requests to the Analytics server during that session. Events are user interactions with content that can be tracked independently from a web page or a screen load.

Tip: It's important to keep in mind that any implementation of Event Tracking that automatically executes on page load will result in a zero bounce rate for the page.

2 Within how many days can a deleted view be restored?






A view is permanently deleted 35 days after being moved to the Trash Can. Once deleted, the view is gone, and it’s not possible to retrieve any historical data or reinstate the reports. This includes any setting and configuration preferences, like Goals and user permissions, but does not include data saved at the property or account level.

3 What scope would be set for a Custom Dimension that reports membership status for a customer rewards program?






Custom dimensions and custom metrics are like default dimensions and metrics in your Analytics account, except you create them yourself. You can use them to collect and analyze data that Analytics doesn't automatically track. User-level scope allows you to conveniently group all of a user's component sessions and hits by a single value. It is ideal for values that don't change often for a particular user.

Tip: Note that although this same functionality could be achieved with hit or session-level scope, user-level scope provides the most convenient solution with the least amount of code.

4 In views that don't have data import enabled, Custom Dimensions values may be viewed for dates before the Custom Dimension was created.




When you define a custom dimension or metric, you specify its name and other configuration values, and Analytics assigns an index number that you use later to reference the dimension or metric. Note that Custom dimensions values can be viewed for dates before the dimension was created.

Tip: Unlike other types of data, custom dimensions and metrics are sent to Analytics as parameters attached to other hits, like pageviews, events, or ecommerce transactions. As such, custom dimension or metric values need to be set before a tracking call is made in order for that value to be sent to Analytics.

5 What would prevent data from appearing in a Custom Report?

Custom Report isn't shared with users in the same view Too many dimensions in a Custom Report

A filter that removes all the data

Too many metrics in a Custom Report


Filters are destructive. Filtering your incoming hits permanently includes, excludes, or alters those hits in that view, according to the type of filter. Therefore, you should ALWAYS maintain an unfiltered view of your data so you always have access to your full data set. It could happen that data won’t show in reports if you’ve applied to many filters that exclude all the data.

Tip: Keep in mind that filters are applied in Sequential order.

6 A new Custom Channel Group may be applied retroactively to organize data that has been previously collected.




Channel Groupings are rule-based groupings of your traffic sources. When you create a Custom Channel Grouping at the user level or create a new Channel Grouping in a view, you can immediately select it in reports, can apply it retroactively and see historical data classified by your new channel definitions, change how reports display your data, without changing the data itself.

Tip: If you have Edit access at the view level, you can promote one or more of your Custom Channel Groupings from the user level to the view level.

7 What data does Google Analytics prohibit collecting?

Purchase amount

Product SKU(s)

Personally identifable information

Billing city


To protect user privacy, Google policies mandate that no data be passed to Google that Google could use or recognize as personally identifiable information (PII). PII includes, but is not limited to, information such as email addresses, personal mobile numbers, and social security numbers. Because laws across countries and territories vary, and because Google Analytics can be used in many ways, consult an attorney if you are in doubt whether certain information might constitute PII or not. Copyright © All rights reserved

8 Which reports indicate how website referrals, organic search, and ad campaigns assisted in conversions?

Goals reports

Ecommerce reports

Multi-Channel Funnel reports

Acquisition reports


In Analytics, conversions and Ecommerce transactions are credited to the last campaign, search, or ad that referred the user when he or she converted. But what role did prior website referrals, searches, and ads play in that conversion? How much time passed between the user's initial interest and his or her purchase? The Multi-Channel Funnels reports answer these questions and others by showing how your marketing channels (i.e., sources of traffic to your website) work together to create sales and conversions.

Tip: By default, only interactions within the last 30 days are included in conversion paths, but you can adjust this time period from 1-90 days.

9 Segments will not allow you to do what?

Build custom Remarketing lists

Permanently alter data

Create subsets of sessions or users

Isolate and analyze data


A segment is a subset of your Analytics data. For example, of your entire set of users, one segment might be users from a particular country or city. Another segment might be users who purchase a particular line of products or who visit a specific part of your site. Segments are not destructive, filters are.

Tip: When you apply a segment and navigate through your reports, the segment remains active until you remove it.

10 Filters cannot perform what action on collected data?

Include data from specific subdomains

Include shopping preferences

Exclude traffic from particular IP addresses Convert dynamic page URLs to readable text strings


Use filters to limit or modify the data in a view. For example, you can use filters to exclude traffic from particular IP addresses, include only data from specific subdomains or directories, or convert dynamic page URLs to readable text strings.

Tip: Fields specified in a filter must exist in the hit and not be null in order for the filter to be applied to that hit.

11 In Multi-Channel Funnel Reports, what channel would not be credited with a conversion?

Television commercials

Social network

Website referrals

Paid and organic search


The answer to this question is more than obvious.The Multi-Channel Funnels reports are generated from conversion paths, the sequences of interactions (i.e., clicks/referrals from channels) that led up to each conversion and transaction.

Tip: By default, only interactions within the last 30 days are included in conversion paths, but you can adjust this time period from 1-90 days using the Lookback Window selector at the top of each report.

12 When linking a Google Ads account to Google Analytics, what is not possible?

Create remarketing lists in Analytics to use in Google Ads campaigns

Adjust keyword bids in Google Ads from Google Analytics Import Analytics Goals and transactions into Google Ads as conversions

View Google Ads click and cost data next to site engagement data in Analytics


If you use Google Ads, you should link your Google Ads account with Google Analytics. This will let you see more detailed data, and access more metrics. However, linking does not means merging, Google Analytics does not replace Google Ads functionality. So, you won’t be able to set bids in Google Analytics. You’ll need to do that in Google Ads account.

13 What is not a benefit of using segments to analyze data?

Isolate and analyze specific conversion paths using conversion segments

Compare behavior metrics for groups of users like Converters vs non Converters

Analyze users by single or multi-session conditions

Permanently modify the data in a view

A segment is a subset of your Analytics data. They let you isolate and analyze those subsets of data so you can examine and respond to the component trends in your business. You can also use segments as the basis for audiences. For example, you might create a segment of users who visit your menswear pages, and then target just those users (your audience) with a remarketing campaign that is focused on the new items that you are adding to those pages. Segments do not permanently modify data in views, filters do.

14 What asset is used to build a remarketing list?

Custom Dimension

Custom Segment

Custom Metric

Custom Report


Analytics includes predefined segments (System Segments) that you can use as provided, or that you can copy and edit to create new custom segments. You can also build your own segments from scratch. In addition, you can import segments from the Analytics Solutions Gallery, a free marketplace where Analytics users share segments and other solutions they’ve developed. You can use custom segments to build remarketing lists.Copyright © All rights reserved

Tip: You can apply up to four segments at a time, and compare the separate data side by side in your reports.

15 What report shows the percent of site traffic that visited previously?

Frequency & Recency report

Sales Performance report

Referrals report

New vs Returning report


Google Analytics provides a New vs Returning report to measure the pull of your site and the extent to which you are encouraging first time users to return. This report also shows the percentage breakdown of new and returning visitors, a useful metric depending on your site’s goals. Do you want to bring users in once to complete a single action, like signing up for an event? Do you want people coming back to use your content as a resource? The percentage breakdown tells you if you’re giving visitors what they need.

Tip: To supplement the new vs. returning user report, you can apply Google’s premade segments to any report in GA.

16 Sampling is applied to reports before segmentation.




In data analysis, sampling is the practice of analyzing a subset of all data in order to uncover the meaningful information in the larger data set. Analytics Standard and Analytics 360 both apply segments after applying report filters and after sampling, which means that a segment may include fewer sessions than are included in the overall sample. Analytics periodically adds new reports, and sometimes makes changes to the way metrics are calculated. If the date range of a report includes a time before the report was added or before a metric calculation changed, then Analytics can issue an ad-hoc query and the data might be sampled.

17 What metric-dimension combination is not valid?

Avg. Time on Page / Device Category

Sessions / Source

Sessions / Bounce rate

Total Events / User Type


Not every metric can be combined with every dimension. Each dimension and metric has a scope: user-level, session-level, or hit-level. In most cases, it only makes sense to combine dimensions and metrics that share the same scope. In this case, Sessions/ Bounce rate is not a valid combination.

Tip: Use Dimensions & Metrics explorer to find all valid metric/dimension combinations. You can sort combinations by features also.

18 What report shows a visual representation of user interactions on a website?

Content Drilldown report

Landing Pages report

Behavior Flow report

Treemaps report


The Behavior Flow report visualizes the path users traveled from one page or Event to the next. This report can help you discover what content keeps users engaged with your site. The Behavior Flow report can also help identify potential content issues. Like all flow reports, the Behavior Flow report displays nodes, connections and exits, which represent the flow of your traffic.

Tip: You must have set up and be tracking Events before they appear in the Behavior Flow report.

19 What is the set of rules that determines how sales and conversions get credited based on touch-points in the conversion path?

Channel Groupings

Conversion tracking

Multi-Channel Funnels

Attribution modeling


An attribution model is the rule, or set of rules, that determines how credit for sales and conversions is assigned to touchpoints in conversion paths. For example, the Last Interaction model in Analytics assigns 100% credit to the final touchpoints (i.e., clicks) that immediately precede sales or conversions. In contrast, the First Interaction model assigns 100% credit to touchpoints that initiate conversion paths.

Tip: You can use the Model Comparison Tool to compare how different attribution models impact the valuation of your marketing channels.

20 What report shows which types of mobile devices visited a website?

Site Content > Landing Page report

All Traffic > Source/Medium report

Technology > Network report

Mobile > Devices report


You can use Devices report to know what types of mobiles your website visitors use. This report could be found under “Audience” tab, “Mobile”, than “Devices” . Data is also broken into 3 tabs - Acquisition, Behavior and conversions.

Tip: This information is very handy when you work with mobile optimization of your website.

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