Google Analytics Study Guide for GoogleIQ Certificate Test

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Google Analytics Study Guide

The questions and answers?in this guide are subject to change, and may not and are not intended to use exact questions found on the official GAIQ certificate test. This guide?contains questions regarding the latest version of the Google Analytics platform. Please visit the Google Analytics Individual Qualification Lessons?page for additional help.

Special thanks to?Eric Fettman?at?www.googleanalyticstest.com?for creating the practice test that inspired this guide and much of its content, and to?Matt Haran?for his help in piecing it together.

These practice questions will be updated as necessary for accuracy and a PDF of this guide will be available here shortly. Please contact me @chriscountey with any questions or concerns.

Study Guide Contents

1. Accounts and Profiles
2. Advanced Segments
3. Browsers and Operating Systems
4. Content Experiments
5. Cookies and Sessions
6. Custom Reports
7. Custom Variables
8. Dashboards and Sharing
9. Dimensions and Metrics
10. Domains and Subdomains
11. E-Commerce and Revenue
12. Events and Virtual Pageviews
13. Geography and Localization
14. Goals and Funnels
15. Google AdWords and Search Engine Marketing
16. Google Analytics Tracking Code
17. Google Webmaster Tools
18. In-Page Analytics
19. Intelligence Events and Custom Alerts
20. Internal Site Search
21. Mobile Devices
22. Profile Filters and Profile Settings
23. Regular Expressions
24. Search Engines and Search Engine Optimization
25. Table Views and Filters
26. Time and Annotations
27. Traffic Sources and Campaigns
28. Visitors, Visits and Pageviews

Accounts and Profiles

1. How long is your Google Analytics data stored?

at least two years

Google Analytics data is guaranteed to remain accessible for at least 25 months on an ongoing basis.

2. What is the monthly pageview limit for a website in Google Analytics?

10 million

10 million is the monthly pageview limit for a website in Google Analytics if you don?t have a Google Adwords account (on which you spend a daily minimum of $1US) associated with your Google Analytics login.

3. Using a single Google login, and assuming that you have not been added as administrator to any other Google Analytics accounts, how many Google Analytics profiles could you create?

1250

You can create 25 Google Analytics accounts per Google login and 50 profiles per Google Analytics account, which equates to 1250 profiles per Google login.

4. An account administrator can access all profiles in a Google Analytics account, whereas read-only users may or may not be able to access all profiles.

True

While Administrators have full access to all profiles in a Google Analytics account, User-level access is granted on a per-profile basis.

5. In Google Analytics, you need Administrator access to create: (choose 3)

a profile, a profile filter, a goal

Administrator access is required to create a profile, a profile filter, or a goal. Both admins and read-only users can create advanced segments.

6. Which of the following statements about Google Analytics accounts are true?

-A person who has a single Google account can be given access to an unlimited number of Google Analytics accounts by the administrators of those accounts.

-A person who has a single Google account can be given administrator access to an unlimited number of Google Analytics accounts.

-Your Google Analytics Account Administration screen includes accounts that you have been given administrator and read-only access to.

Other administrators can give you access to an unlimited number of Google Analytics accounts at either Administrator or User level. The Account Administration screen
displays all accounts that you have 1) created, 2) been given Administrator access to, or 3) been given User (read-only) access to.

As a related point, when administrators give you User access to their Google Analytics accounts, they can restrict you to only certain profiles within the accounts.

7. You have admin access to a Google Analytics account. Which of the following conditions is required for you to provide one of your business associates with read-only access to the account?

B)Your business associate must have a Google account.
You must grant your business associate read-only access on a D)profile-by-profile basis.

NOT
A)Your business associate must have a gmail address.
C)Your business associate must already have admin access to another Google Analytics account.

WHY
Answer B is correct; answer A is incorrect. For a Google Access administrator to grant either administrator or read-only access to another user, that user must only have a Google account, which may be associated with either a gmail email address or a non-gmail email address.

Answer D is also required for providing read-only access. As the Users tab appears under each profile name on the admin pages, creating a read-only user allows that user access to that profile only; the process would basically have to be repeated for each profile that the user would need to access. (Conversely, anyone you designate with the Account Administrator access type will be able to view, edit, and delete all profiles in your account.)
Answer C is incorrect. A user does not need to have any access to any other Google Analytics account for your to add that user with either admin or read-only access.

8. As administrator for your Google Analytics account, you can grant account access to anyone who has:

a Google account

As administrator, you can provide access for anyone who has signed up for any type Google account. You can have an email address other than gmail associated with your Google account.

While email verification is required when someone signs up for a Google account, no additional verification is required when you grant access to your Google Analytics account for that Google account.

9. Which of the following would be an important reason for setting up a new Google Analytics account?

You need different people to administer Google Analytics for different websites.
This answer represents the best reason for creating a new account. Administrators have access to all profiles for all properties in an account.

If an administrator for one website?s profiles should not have administrator access to the profiles for another website that you are tracking, you must create a separate Google Analytics account and assign admin roles accordingly within each account.

10. Any user with administrator access to a Google Analytics account can rename or delete the account, whether or not that user created the account originally.

True

All admins, whether or not they created the account, have access to the Edit Analytics Account screen, from which they can rename or delete the account.

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Advanced Segments Advanced Segments

1. By default, when a Google Analytics user creates a custom segment, that custom segment is available:

only to that user, but in all profiles within the user?s Google Analytics account

When a user creates a custom segment, that user can, by default, access that segment in all profiles with his/her account.

2. Advanced segments are similar in purpose to:

filtered profiles

To restrict your reports to a specified portion of your traffic (for instance, all clickthroughs from www.partnersite.com), you can in most cases either define an advanced segment or apply a filter to a profile. As an important distinction, advanced segments are applied dynamically without affecting the underlying data, whereas profile filters permanently determine the data capture for all reporting in the profile.

3. Which Google Analytics features work retroactively as described below?

Advanced segments apply retroactively to existing profile data.

Advanced segments apply retroactively to all profile data, but goals and funnels do not.
Filters are applied as pageviews are generated on your website, not retroactively to profile data that has already been captured. New profiles collect data only on a go-forward basis, even if they have the same UA number as an older profile (that is, if they refer to the same website).

4. You have defined an advanced segment as: Include ? Page ? Begins With ? /catalog/ When you apply this advanced segment to your reports, you see only pageviews that occurred within the /catalog/ directory of your website.

False

A segment defined with the Page (or Page Title) dimension is not limited to pageviews that match the specified pattern; it also includes *all other pageviews that occurred during the same visit*.

For instance, if a visitor viewed /catalog/default.htm and then viewed /product/features.htm, both pageviews would be included in the segment defined above. On the other hand, the Page and Page Title dimensions do operate as expected in
advanced table filter: they restrict the report to pageviews that directly match the defined value.

5. Many of the referral, organic, and paid visitors to your site do not land on the home page. You?re concerned that these visitors may be converting at a lower rate because they?re missing critical messages on the home page. How can you see the conversion rate for visits to your website that did not include a pageview of the home page?

advanced segment

If your home page is index.php, you can define an advanced segment as Exclude > Page > Begins With > /index.php and apply it to a conversion report. This advanced segment will exclude not only all pageviews of /index.php, but all pageviews that occurred during any visit that included a pageview of /index.php.

6. Each visitor who logs into your website is redirected to /welcome.php. Visitors who do not log in cannot access this page. What are your options for viewing metrics such as Pages/Visit for visits with login?

advanced segment
custom variable

Answer A is correct because you could create an advanced segment based on the Page dimension (that is, the Request URI) that would include not only pageviews of /welcome.php, but all other pageviews that occurred during any visit that included a pageview of /welcome.php. Answer B is also a viable option. You could include a session-scope custom variable in the Google Analytics Tracking Code on /welcome.php as follows to set logged-in status that would apply to every page viewed during the visit: _gaq.push(['_setCustomVar', 1, 'LoginStatus', 'LoggedIn', 2]); You could then view visits by logged-in status in the built-in Audience > Demographics > Custom Variables report, in your own custom reports, or in a custom segment that is itself based on the custom variable.

7. Google Analytics users with User access to a profile cannot create advanced segments for that profile.

False

You can create custom advanced segments within a profile whether you have Administrator or User access to that profile.

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Browsers and Operating Systems

1. You have recently incorporated into your website some specialized CSS styling that displays differently in different browsers. How can you track the number of pageviews that the page receives by browser type (Chrome, Firefox, etc.)?

Apply a secondary dimension to the Pages report.
Apply a profile filter.
Apply an advanced segment.

You can apply the Browser dimension to the Pages report to view pageviews for specific pages by browser, so answer B is correct. Answers C and D are also correct. You can filter profiles or segment by browser type (and version).

2. In the Browser & OS report, how can you view the number of visits to your website that occurred in Firefox 11 separately on Windows and Macintosh?

Drill down to Firefox to display Browser Version, and then select Operating System as the secondary dimension.

Drill down to Firefox to display Browser Version, and apply advanced segments based on operating system.

You can click Firefox in the Browsers report to the versions of Firefox used to access your site. You can then either select Operating System as the secondary dimension or apply advanced filters defined by operating system.

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Content Experiments

1.To which page(s) do you need to add special code for a Content Experiment?

original page

Content Experiment code is required on the original page only. The Google Analytics tracking code is required on all pages.

2. Including the original page, how many total page variations can you include in a Content Experiment?

6

You can include as many as 5 page variations in addition to the original page, or as many 6 total page variations.

3. When you run a Content Experiment with the default settings, the Content reports will display pageviews of the variation pages separately from the pageviews of the original page.

True

By default, the option to consolidate pageviews of the variation pages into the pageviews of the original page is not selected.

4. October 5: You launch a Content Experiment consisting of your original home page and one variation page that you call Home Page with Big Value Proposition.

October 10: John Smith accesses your website and is directed to Home Page with Big Value Proposition.

October 15: The original home page is determined to be the winning variation and the experiment ends.

October 20: Even though Google Analytics will no longer redirect any new visitors to Home Page with Big Value Proposition, when John Smith returns to your website, he is still redirected to this page (unless he has deleted his browser cookies). Indicate below if the October 20 scenario is true or false.

False

Once a Content Experiment has ended, Google Analytics no longer redirects any visitors to any of the URLs for the page variations.

5. All page variations must remain active for the duration of a Content Experiment.

False

You can disable individual page variations at any point during a Content Experiment.

6. You can associate a Content Experiment with an existing Google Analytics goal.

True

You can associate your Content Experiment with an exisitng goal or create a new goal when you?re setting up your experiment. (Only Destination URL or Event-based goals are available for use in Content Experiments.)

7. Google Analytics Content Experiments allow you to conduct A/B tests but not multivariate tests.

True

While Google Website Optimizer allowed both A/B and multivariate tests, Google Analytics Content Experiments, which replace Google Website Optimizer, allow only A/B tests.

8. For a Content Experiment to work correctly, you must in all instances place the experiment code immediately following the opening <head> tag of the original page.

False

Although you are instructed to place the code immediately after the <head> tag, your Content Experiment may work correctly even if you place the code in a different location on the page.

9. In your Content Experiment setup, you have created a new goal (Goal 4: Signup). The experiment consists of the original page and one variation page. After your experiment has determined a winner, you notice that the average conversion rate for the two variations of your content experiment was over 55%, while the conversion rate for Goal 4 in Conversions > Goals > Overview was only 43.25% for the same time period. Which of the following factors could account for the difference?

Goal conversion rate is based on all visits, while Content Experiment conversion rate is based only visitors who have viewed one of the page variations in the experiment.
Answer C is correct. Barring advanced segments and profile filters, conversion rate for a goal in the Conversion reports is based on all visits, while conversion rate for the same goal in a Content Experiment is based only on visitors who have seen the conversion page. For this reason, the Content Experiment conversion rates tend to be higher.

10. You have set up an experiment with one variation. For ?Visitors included in the experiment?, you have chosen ?50% of new visitors to the?experiment?. With this setting, 50% of the visitors will see your original page, and 50% of the visitors will see the alternative page.

False

The percentage of visitors included in the experiment is 50%, so 25% of the visitors will see your original page, and 25% will see the alternative page.

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Cookies and Sessions

1. A third-party cookie is one that operates in the background and is:

Sometimes associated with embedded content that is delivered by another domain.

Not directly requested by the visitor.

Usually associated with online advertisements.

There are two types of cookies: first-party and third-party. A first-party cookie is one created by a website domain. A visitor requests it directly by typing the URL or by following a link. A third-party cookie is one that operates in the background and is usually associated with advertisements or embedded content that is delivered by a third-party domain not directly requested by the visitor.

2. Persistent cookies are those that are still available when a web browser is closed and later reopened.

True

Cookies are small text messages that a web server transmits to a web browser so that it can keep track of the user?s activity on a specific website. There are two types of cookies: persistent and session cookies. Persistent cookies are those that are still available when a web browser is closed and later reopened. The length of time persistent cookies last can be set for different time periods.

3. The __utma cookie expires two years after a user?s last visit to your website, and not necessarily two years after the cookie?s creation date.

True

When you first visit a website that has the Google Analytics tracking code, Google Analytics writes a __utma cookie to the browser that identifies you (without any personally identifiable information) and also stores the time and day of that initial visit. The __utma cookie also records the time of each subsequent visit. Google Analytics considers the __utma cookie expired (and will therefore count a visit as new instead of returning) only if two years have elapsed since the last visit, even if the cookie was created more than two years earlier.

4. For first-party cookies, only the website domain that is setting the cookie information can retrieve the cookie data.

True

For first-party cookies, only the website domain that is setting the cookie information can retrieve the cookie data. This is a security feature built into all web browsers.

5. A website session cookie lasts for as long as the web browser is open.

False

A session cookie lasts only for the duration of a visitor?s web browsing session or visit to a website. Once the browser is closed or the visitor navigates to another site, the session is over and the cookie will not be counted in the same visit if they return.

6. Google Analytics uses cookies to track:

how many first-time visitors a site has received

how many times a visitor returns to a website

the original source of return visitors

how much time has passed between visits

Google Analytics uses the __utma cookie to determine: ? how many first-time visitors a site has received ? how many times a visitor returns to a website ? how much time has passed between visits Google Analytics stores the source (such as search engine, referring site, or campaign) in the __utmz cookie.

Although cookies can be used to store and present personalized information, such as a welcome-back message after login, Google Analytics does not store personally identifiable information.

7. One browser can store multiple instances of the Google Analytics cookies.

True

Your browser stores an instance of the Google Analytics cookies for each visited website that has implemented Google Analytics.

8. The main Google Analytics cookies have the same expiration.

False

Each cookie has a different function and a different default duration: __utma (Visitor identifier cookie) has a duration of 24 months since the last session. __utmb (Session cookie) has a duration of 30 minute since last action (Page View, Event or Transaction). __utmc (Session cookie) is eliminated at the end of the Browser session. (If __utmb or __utmc is not present when an action occurs, Google Analytics records the action as part of a new visit.) __utmz (Traffic Source cookie) lasts 6 months.
__utmv (Custom variable cookie) lasts 6 months. This cookie is not present if custom variables are not implemented.

9. For the purposes of Google Analytics, ?session? and ?visit? mean basically the same thing.

True

In Google Analytics, ?session? and ?visit? both define a period of activity on your website: ? within a single browser ? with an action (such as a pageview) executed at least every 30 minutes A new session is recorded if: ? you use a different browser ? you remain inactive on the website for 30 minutes and then resume activity ? you arrive back on the website through a different source (for example, direct access followed by clickthrough from a referrer) ? the end of the day is reached.

If any of these criteria are met, the next action is considered to be part of a new session, or new visit. While ?visit? is used in the Google Analytics reporting interface, ?session? is used in reference to the _utmb session tracking cookie, which refreshes with each activity on your site and expires after 30 minutes of inactivity.

10. You visit www.supersite.com using Chrome. You walk away from your workstation for 15 minutes, and then you return to your workstation and visit www.supersite.com using Firefox. Google Analytics would consider these visits to be part of two different sessions.

True

Cookies are stored on a per-browser basis, so Google Analytics would consider the Firefox visit to be a separate session even though it occurred before the 30-minute inactivity timeout for sessions as tracked in the __utmc cookie.

Because Google Analytics would also write a separate __utma persistent cookie to each browser, it would in fact identify visits from each browser as from two completely separate visitors.

11. Which of the following Google Analytics cookies are used to define a session?
__utmb
The Google Analytics tracking code uses __utmb as the primary means of defining a session. (?Session? is synomymous with ?visit?.) The __utmb cookie is refreshed each time tracking code executed or otherwise expires after 30 minutes of inactivity. Thus, a separate visit occurs in a browser that you haven?t used to view any pages on your website in the last 30 minutes. The other two triggers for a new session are 1)the end of the day or 2) a new traffic source for that same visitor using the same browser. On a related note, if __utma is present, Google Analytics considers the visit to be for a returning visitor; otherwise, it?s a new visitor.

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Custom Reports

1. If you define a custom report as having a main dimension and a subdimension, you can drill down from a main dimension value within the custom report to a separate report displaying the subdimension values for that main dimension value.

True

The hierarchy that you assign to dimensions in your custom report setup determines how you can drill down through the dimensions when viewing the report. For instance, the report configured in the screen shot below would allow you to drill down from any country/territory value to a separate report for the sources for that country/territory. (Each report would display the same dimensions as you have defined them in the custom report setup.)

2. When you?re constructing a custom report, how many of the following elements are available in the default report format?

5 tabs, 5 metric groups per tab, 10 metrics per metric group, 5 dimensions

Answer C is correct for the Explorer report format, which appears by default when you are creating a custom report. (The other report format is Flat Table.)

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Custom Variables

1. You manage a website that publishes daily articles about gardening. How could you reliably track pageviews according to general subject (such as seeds, soil, and watering)?
page-scope custom variable

Answer A is the best choice. You could specify a general subject for each article (probably as an individual field in the content management system) and dynamically pull that value into your Google Analytics tracking code as a custom variable: _gaq.push(['_setCustomVar', 1, 'Subject', 'Seeds', 3]); You could then view pageviews and other metrics for Seeds, Soil, and Watering in the Custom Variables report, or in a custom segment that uses the custom variable values as dimensions.

This example demonstrates that custom variables provide a way to add your own dimensions to Google Analytics.

2. You can use custom variables to create additional _ _ _ _ _ _ _ _ _ _ in Google Analytics.

Dimensions

Custom variables are used to include additional dimensions within Google Analytics. For instance, if you have a multi-author article publishing website, you can use custom variables to create an Author dimension and insert the name of the author as the value of the variable. In this way, the Custom Variables report (and your own custom reports) can display metrics for visits that included pages by specific authors. In addition to page-level custom variables in the author example, you can also use session-level custom variables (for login status, as an example) or visitor-level custom variables (for non-personally identifiable attributes such as gender selected on a form, as an example).

3. Which of the following formats are acceptable for _setCustomVar?
A_gaq.push(['_setCustomVar', 2, 'Product', 'Hardware']);
B_gaq.push(['_setCustomVar', 2, 'Product', 'Hardware', 3]);
Answer B specifies the function name and the four additional arguments (index, name, value, and scope) in the correct order. Answer A is also valid, since the scope argument is optional (and defaults to the value of 3, meaning page scope, if omitted).
Answer C is incorrect because index is not optional and must be specified as the first argument after the function name. Answer D is incorrect because a custom variable value is required (even though ?Product? itself will appear as a dimension in the top-level Custom Variable report).

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Dashboards and Sharing

1. Which dashboard feature(s) could you use to share your dashboard view for the month of March?
Email and Export
Email and Export allow you to share the dashboard as applied to a specific profile for a specific time period, while Share Dashboard allows you share your dashboard configuration, which another Google Analytics user can apply to any profile and for any date range.

2. Each user with a separate Google account can customize a profile?s dashboard independently of other users.
True
Each user with either administrator or read-only rights can customize a profile?s dashboard separately, so that one user?s dashboard changes are not seen by other users accessing the same profile.

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Dimensions and Metrics

1. Which of the following appear as dimensions in Google Analytics reports?
Count of Visits
Days Since Last Visit
Like other dimensions that appear in Google Analytics reports, Count of Visits and Days Since Last Visit are used to slice traffic according to specific dimension values. Metrics such as Visits and Pages are associated in the report table with specific dimension values. Count of Visits and Days Since last visit both appear as dimensions in the Audience > Behavior > Recency & Frequency report. % Exit and Average Time on Page are metrics that appear, for example, against the Page dimension in the Content > Site Content > Pages report.

2. Which of the following can appear as metrics in Google Analytics reports?
A)Pageviews
B)Average Page Load Time
D)Average Visit Duration
Answers A, B, and D are correct. Pageviews appears as a metric in several of the Site Content reports. Average Page Load Time appears as a metric in the Site Speed Page Timings report. Average Visit Duration appears as a metric in the Traffic Sources reports, including the Referral Traffic report. Visit Duration, on the other hand, and Page Depth, are both used in the Engagement report as a dimension. In this way, the same data (e.g., visit duration) can serve as a dimension values against which other metrics are reported, or as metrics that are reported against other dimensions.

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Domains and Subdomains

1. If you have configured cross-domain tracking for two websites, a single goal funnel can include pageviews from the two different sites.
True
If you have configured two sites for cross-domain tracking for two websites, the pageviews that occur on both sites are recorded in the same profiles, so you would be able to define a single funnel that spanned the two websites.

2. You manage two websites: www.domain.com and sub.domain.com. The two subdomains are largely independent in terms of content and branding. Clickthroughs between the two subdomains should be treated as referrals between any two websites. You already have Google Analytics set up on www.domain.com. To track sub.domain.com separately, you should first create a new property in your Google Analytics account.
True
You manage two websites: www.domain.com and sub.domain.com. The two subdomains are largely independent in terms of content and branding. Clickthroughs between the two subdomains should be treated as referrals between any two websites. You already have Google Analytics set up on www.domain.com. To track sub.domain.com separately, you should first create a new property in your Google Analytics account.

3. You have the Google Analytics tracking code installed in your template for your production website. However, the tracking is also working on dev.companysite.com and stage.companysite.com. You want to exclude those development sites from your Google Analytics profile, only tracking the production environment on www.companysite.com. How can you keep Google Analytics from recording pageviews in the development and staging environments?
Apply an include filter to your profile based on hostname.
You can ensure that your profile data is only from the production environment by applying a filter that includes pageviews only from the www.companysite.com hostname. If you also can access your website at companysite.com (without www) you should use the following regular expression in the host name filter: www\.companysite\.com|^companysite\.com

4. To include data for www.domain.com, sub1.domain.com and sub2.domain.com in a single profile, and also track each subdomain individually in separate profiles, which of the following statements are true?
A)The Google Analytics tracking code on all three sites should have the same UA number.
C)You can apply a filter to the main profile that alters the request URI and thereby distinguishes pageviews that occur on the subdomains.
Answer A is correct, and answer B is incorrect. The tracking code on all three sites should use the same UA number and contain _gaq.push(['setDomainName', '.domain.com']). Answer C is correct. To easily distinguish between pageviews on the different sites, and to prevent consolidation of pageviews on the different sites with identical Request URIs, you can incorporate the Hostname into the Request URI as shown below.

5. Which function call must be included in the Google Analytics tracking code specifically to track across multiple subdomains?
setDomainName
To track across multiple subdomains, you must call setDomainName with a value of .mydomainname.com. The setAllowLinker function is used when tracking across multple domains or top-level domains but is not needed for tracking across subdomains. The addIgnoredRef function allows you to treat traffic from an associated domain as direct traffic instead of referred traffic, and setAccount is always included in the Google Analytics tracking code. Neither function relates to subdomain tracking.

6. You are tracking www.mysite.com and blog.mysite.com in a single profile. The home page for both of the subdomains is index.php. How can you distinguish between pageviews on the two subdomains while still keeping the report data integrated for the two subdomains?
Advanced filter based on Request URI and Hostname
If you are tracking two subdomains or two separate domains in a single report, and the homepage of both of those sites is named index.html, you can use an advanced filter to add the hostname (that is, the full domain name including subdomain) to the request URIs, so they appear instead as www.mysite.com/index.php and blog.mysite.com/index.php. This allows you to distinguish which subdomain the pageview occurred on, which is especially useful for identical request URIs on the two subdomains.

7. When configuring the Google Analytics tracking code for each of two sites that you want to use in cross-domain tracking (for example, www.siteone.com and www.sitetwo.com), which option should you choose?
Multiple top-level domains
For cross-domain tracking, the Google Analytics tracking code for both sites must call setDomainName (with a value of ?none?) and setAllowLinker (with a value of ?true?). These function calls are included when ?Multiple top-level domains? is selected.

8. Which of the following methods can be used in cross-domain tracking?
_link
_linkByPost
_setDomainName
_setAllowLinker
All four methods are used in cross-domain tracking. The _gaq.push(['_setDomainName','none') and _gaq.push(['_setAllowLinker,'true') calls are required in the Google Analytics tracking code for both domains. You call _gaq.push(['_link','http://www.otherdomain.com') to navigate between domains. As probably a less frequent scenario, you call _gaq.push(['_linkByPost','http://www.otherdomain.com') if you're going to another domain when a form is submitted.

9. If you are tracking across two domains, you need to use the same UA number in the Google Analytics tracking code on both domains.
True
For cross-domain tracking, use the same UA number on each site. However, do not use the standard, single-site Google Analytics tracking code when tracking across domains. The Google Analytics tracking code for both sites must call setDomainName (with a value of 'none') and setAllowLinker (with a value of true).

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E-Commerce and Revenue

1. E-commerce tracking code should not be placed before _trackPageview in the Google Analytics tracking code.
True
The E-commerce functions _addTrans, _addItem, and _trackTrans must appear below trackPageview(). This applies whether you're using the old Google Analytics tracking code, which is normally placed before the close </body> tag of your HTML, or the new (asynchronous) Google Analytics tracking code, which is normally placed before the close </head> tag.

2. Which of the following parameters must you specify when calling the _addTrans method in an ecommerce transaction?
order ID
total
Of the eight possible parameters for the _addTrans method, only order ID and total are required. For parameters that aren't specified, you should use an empty '' or "" (single quote or double quote) placeholder.

3. Which of the following parameters must you specify when calling the _addItem method in an ecommerce transaction?
SKU
unit price
quantity
SKU, unit price, and quantity, as well as product name, are required as parameters for the _addItem method. The product name and category or variation parameters are optional but should each be written as an empty '' or "" (single quote or double quote) placeholder if not specified. Order ID is no longer a required parameter for _addItem.

4. Which of the following methods are required for recording an ecommerce transaction?
_addTrans
_addItem
_trackTrans
You must call _addTrans, _addItem (one or multiple times), and _trackTrans to process an ecommerce transaction. While _trackPageview is not required, it is recommended to maintain it on the same page as part of your general Google Analytics implementation. If _trackPageview is included on the same page, it must appear in the code before the three ecommerce methods.

5. Your online business consists of two domains: www.site1.com and www.site2.com. You have implemented cross-domain tracking, and you are tracking e-commerce transactions on each site. Which e-commerce value should you modify to be able to distinguish transactions that originate on the two different sites and also, if you choose, to apply a profile filter so you only display transactions from one site or the other?
Transaction ID
only E-Commerce Transaction Id is available as a Filter Field in a custom profile filter, as indicated in the screen shot below. Also, since transaction ID is already an obligatory parameter for both the addTrans and addItem functions, you would not have to use another parameter just to distinguish e-commerce transactions originating from the two different sites.

6. Which of the following statements are true about goal and ecommerce revenue as calculated in Google Analytics?
Value for a specific goal does not vary.
Revenue for each ecommerce transaction can vary.
Value for a specific goal can be counted once per visit.
Multiple ecommerce transactions can generate revenue in a single visit.
First, each goal can have only a single value assigned; goal value cannot be calculated differently any time the goal is reached. While ecommerce transactions could potentially have the same final value, revenue for each transaction is calculated dynamically based on items purchased, quantities, etc., and can therefore vary. Also, since a visitor can by definition "convert" only once per visit, a visitor who reaches the same $100 goal two times in the course of a visit will generate only $100 in Google Analytics goal value, while a visitor who completed the same $100 ecommerce transaction two times in the course of a visit would generate $200 in Google Analytics ecommerce revenue.

7. Which of the following represents the correct syntax for adding an item containing only order ID, SKU, price, and quantity to an ecommerce transaction?
_gaq.push(['_addItem', '345264', '398-DKI', '', '', '476.00', '1']);
The following screen shot from http://code.google.com/apis/analytics/docs/tracking/gaTrackingEcommerce.html explains the correct answer. (The answer choices use the asynchronous format; the example in the screen shot does not.)

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Events and Virtual Pageviews

1. Which of the following parameters are required for the _trackEvent method?
Category
Action

2. A Flash object can be coded to generate both virtual pageviews and events in Google Analytics.
True
Flash can be coded to generate both virtual pageviews and events, using either the standard _trackPageview and _trackEvent methods within Javascript or the gaforflash ActionScript-based API for Google Analytics data collection.

3. A page of your website, signup.php, contains a ?Sign Up? button. When a user clicks that button, the signup takes place in the back end of your website, but the URL does not change; the same page just displays a ?thank you for signing up? message. If you want to configure the signup as a goal, and the initial pageview of signup.php as the funnel step preceding the goal, how should you capture the ?Sign Up? click in Google Analytics?
Capture the ?Sign Up? click as a virtual pageview.

4. Virtual pageviews appear in the Pages report.
True
Virtual pageviews appear in the Pages report and are otherwise treated as standard pageviews generated by the Google Analytics tracking code during a regular page load.

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Geography and Localization

1. The Map Overlay report displays pageviews of specific pages by country.
False
Audience > Demographics > Location > Map Overlay displays visits and pages/visit by country but not the pageviews of specific Pages by country. In Content > Site Content > Pages, you can select Country/Territory as a secondary dimension to display pageviews of specific pages by country.

Which of the following metrics does the map below most likely represent?
Visits
Absolute metrics such as visits or revenue usually have the greatest representation in the most populous geographic segments shown in Locations > Map Overlay ? in this case, the U.S. states of California, Texas, New York, and Florida. Metrics that are calculated relative to number of visits, such as Percent New Visits or Bounce Rate, should not have any greater representation in larger states; population size itself is not a directly determining factor for these metrics.

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Goals and Funnels

1. A goal defined without a funnel will always have a 0.00% Abandonment Rate.
True
Abandonment Rate applies only to goals with associated funnels. A URL Destination goal that has no associated funnel will always display an Abandonment Rate of 0.00%.

2. You can specify a goal value for the URL Destination and Event goal types but not for the Visit Duration or Page/Visit goal type.
False
You can assign a monetary value to all four goal types, including Visit Duration or Page/Visit, which are sometimes referred to as ?engagement? goals since they?re not tied to a specific page or event.

3. A visitor to your website views the following pages, in the following order: main.htm > product.htm > info.htm > confirmation.htm Towards which of the following goal funnels would this visit count?
main.htm > confirmation.htm
main.htm > info.htm > confirmation.htm
main.htm > product.htm > confirmation.htm
main.htm > category.htm > info.htm > confirmation.htm
The pageviews that take place during the visits do not have to match the exact sequence of the funnel to count towards the funnel and goal. For this reason, answer choices A, B, and C are all correct. Answer D is also correct even though category.htm was not viewed. Because the first page of the funnel (main.htm) was viewed prior to the Goal URL (confirmation.htm), any interim steps in the funnel are (artificially, and somewhat surprisingly) ?backfilled? in the Funnel Visualiztion report as needed to have at least as many pageviews as subsequent steps. Thus, Google Analytics will display any visit that includes a pageview of main.htm prior to a pageview of confirmation.htm as matching every step of every funnel that has main.htm as the first step and confirmation.html as the Goal URL.
See picture below

4.A visitor to your website views pages in the following order: main.htm > category.htm > info.htm > confirmation.htm If you had any of the following four goal funnels configured, which of them would this visit count towards in the Funnel Visualization report?
main.htm > confirmation.htm
main.htm > info.htm > confirmation.htm
main.htm > category.htm > confirmation.htm
main.htm > product.htm > info.htm > confirmation.htm
The pageviews that are reported as steps in a funnel leading to a goal do not need to occur in immediate sequence. For this reason, answer choices A, B, and C are correct. Answer D is also correct even though product.htm was not viewed. Because the Goal URL (confirmation.htm) and the first page of the funnel (main.htm) were viewed, any interim steps in the funnel are (artificially) ?backfilled? in the Funnel Visualiztion report as needed to have at least as many pageviews as subsequent steps.

5. Each Google Analytics account is limited to 20 goals.
False
Each Google Analytics profile is limited to 20 goals, but each Google Analytics account can have as many as 50 profiles.

6. Your website has three different purchase confirmation pages depending on the delivery option chosen: /confirmation-regular /confirmation-expedited /confirmation-free You have set up a URL Destination goal and specified the Goal URL as: /confirmation Which Match Type would allow all three confirmation pages to count toward this goal?
both Head Match and Regular Expression Match

7. You want to set up a goal that tracks all visitors who view at least one product of a certain category. These products are defined by the URL pattern http://www.esempio.com/product.htm?page=1&id=XXXXXX, in which each product displays a different ID. Which match type should you use for the goal?
Head
A head match matches identical characters starting from the beginning of the string up to and including the last character in the string you specify. Use this option when your page URLs are generally unvarying but when they include additional parameters at the end that you want to exclude.

8. For a visit to match a goal funnel and appear in the Funnel Visualization report, does the first page of the defined funnel have to be viewed?
yes, if you indicate that step 1 is required when you?re setting up your goal
If you check the Required Step checkbox for step 1 of the funnel when you set up your goal, only visits that include a pageview of the step 1 page count as an entry into the funnel. Otherwise, a view of any page in the funnel counts as an entry.

9. To see the rate at which direct traffic is completing your goals, you go to Traffic Sources > Sources > Direct and select the Goal Set 1 metric group. What do the following numbers mean in the report?
118.21% is the sum the conversion rates of all goals in the profile for direct traffic, 123.40% is the sum of the conversion rates of all goals in the profile for all traffic, and -4.21% is the difference in conversion rate for direct traffic relative to all traffic.

10. Which of the following elements can be used in goals?
virtual pageviews
events
Answer A is correct. Goals and funnel steps basically correspond with pageviews. Virtual pageviews can serve as the goal URL in a URL Destination goal and also as steps in a funnel that is defined for the goal. Answer D is correct. As a more recent addition to Google Analytics, you can also define a goal based on an event.

11. Without considering profile filters or advanced segments, in which of the following reports can you view conversion rate for a specific goal for new visitors?
New vs Returning
In the Audience > Behavior > New vs Returning report, you can select a Goal Set metric group and then select Conversion Rate for a specific goal from the metric drop-down.

12. For one of your goals, the Goal URL is defined as: /confirmation.htm The corresponding funnel steps are defined in the following order: /main.htm \> /category.htm \> /info.htm Which of the following series of pageviews would always count in the Funnel Visualization report for that goal, regardless of any other goal or funnel settings?
A)main.htm > category.htm > product.htm > info.htm > confirmation.htm
C)main.htm > info.htm > confirmation.htm
Answer choice A is correct because the pageview of product.htm doesn?t prevent the series of pageviews from matching the funnel and goal. Answer choice C is correct because the middle steps in a funnel don?t have to be matched for the series of pageviews to be included in the Funnel Visualization report. (If needed, the pageviews for the interim steps are ?backfilled? to at least equal the number of pageviews for subsequent funnel steps and the Goal URL.)

13. Your website sells ping pong balls, and most of your traffic is referred from two separate websites for ping pong enthusiasts. You have defined a goal and an associated funnel for your primary conversion path to the ?thank you for purchasing our ping pong balls? page. How can you see the number of visitors from each of the two websites who completed each step of the funnel?
C)create a separate profile filtered for each of the two referrers and configure the same goal and funnel
Answer C would be the only option listed above for viewing the number of visitors from each source who completed all steps of the funnel.

14. You have set up a Google Analytics goal to track the sale of picnic baskets on your website. One of the pages in the associated funnel is /catalog/item.php?id=237. To make the filename more human-readable (and search-engine-friendly), you are going to change the page name to /catalog/picnic-basket. How can you continue to track this page in the same funnel while maintaining goal completion data that Google Analytics has already captured?
A)Update the URL in the funnel step
Answer A is correct. You can change the name of a goal?s URL destination or any of its funnel steps and without interruption to compilation of goal data.

15. You can view reverse goal paths for all goals, even if they don?t have an associated funnel.
True
The Reverse Goal Path report shows paths to your goal pages that you may or may not anticipate. It very useful for identifying the various paths that visitors take to get to your goal page, whether or not have associated any funnel steps with the goal.

16. For a Google Analytics goal, the conversion rate should normally be higher than the funnel conversion rate indicated at the bottom of an associated Funnel Visualization report.
False
A funnel conversion rate, based more narrowly on visitors who entered the funnel, will for most goals be a significantly higher percentage than overall conversion rate, which is based on all visitors to the website.

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Google AdWords and Search Engine Marketing

1. Using both Google AdWords and Google Analytics conversions, you are tracking conversions that originated from your Google Adwords campaigns. Specifically, you have enabled AdWords for Analytics autotagging, specified a goal page on your website in Google Analytics, and installed a Google AdWords conversion code on that goal page as well. A web user searches on Google.com, sees your ad, and clicks through to your website. The user does not convert at the time of clickthrough, but returns to your website six weeks later and converts, and then returns in another two weeks and converts again. How many conversions will be recorded respectively by the AdWords conversion code and by Analytics?
0 in AdWords; 2 in Analytics
The Google AdWords cookie expires after 30 days, so the first conversion, which occurred 6 weeks after the clickthrough, was too late to be tracked by the AdWords conversion code. If both conversions had occurred within the 30-day window, Google AdWords would have counted both conversions (towards a many-per-click conversion metric, which appears by default on the Conversions tab in AdWords). The Google Analytics __utmz cookie stores campaign variables for six months, and Analytics records conversions as they occur per each visit, so 2 Google Analytics conversions would be counted in this case. AdWords and Analytics conversions work independently; one does not override the other.

2. In which report(s) does the Clicks metric group appear?
AdWords
The AdWords Campaigns and Keyword reports include a Clicks metric group, which displays a range of cost- and click-related AdWords metrics such as clickthrough rate (CTR) and cost per click (CPC).
See picture below

3. Which of the following statements about AdWords autotagging and cost data are true?
A)Autotagging is activated in AdWords, not in Analytics.
B)You can import cost data into Analytics only from an AdWords account that is accessed with the same administrator login.
C)You can select specific Analytics profiles to link to from AdWords.
A, B, and C are all correct. Google AdWords allows you to enable autotagging and link to specific profiles in Google Analytics accounts that you have administrator access to under the same login. When you link to a Google Analytics profile from AdWords, cost data importation for that profile is also enabled by default.
As a note, autotagging is automatically enabled if you create your Analytics account from within AdWords.
4. Google Analytics can import cost data from Google AdWords only and no other ad networks.
True
You can import cost data from AdWords but not other ad networks such as Bing or Yahoo pay-per-click.

5. You do not necessarily need to use the Google AdWords conversion code on your website to view your conversions within the AdWords interface.
True
There are two overall types of conversions that appear on the Conversions tab in AdWords: conversions that you have defined within AdWords, and conversions that you have imported from an associated Google Analytics account. The separate conversion tracking code is necessary only for conversions that you have defined within AdWords.

6. If you enable Autotagging in your Google AdWords account, your associated Google Analytics account will distinguish between paid and unpaid Google traffic.
True
Autotagging automatically appends the gclid parameter to your destination URLs in AdWords so clickthroughs to your website are recorded as paid traffic (with google/cpc as the source/medium) instead of unpaid traffic originating from the actual organic search results (with google/organic as the source/medium). Autotagging is enabled by default when you link your AdWords account to an Analytics account.

7. Because Google AdWords uses a different conversion code for each campaign, it is sometimes necessary to include multiple AdWords conversion codes on a single goal page of your website.
False
AdWords uses a different conversion code for each goal page or type of conversion on your website (e.g., purchase or signup), but each conversion code applies to all campaigns in your AdWords account.

8. You have two versions of an ad in one of your AdWords campaigns. The title of both ad versions is ?Discount Vacation Rentals?; the difference is in the body of the two ad versions. You can distinguish between the two ad versions by applying Ad Content as a secondary dimension in the AdWords Campaigns report.
False
Ad Content distinguishes only between titles of ad versions. If ad versions differ only in the two-line ad body, Google Analytics does not distinguish between them.

9. Google Analytics can display: 1) cost and click data for AdSense ads that you run as an advertiser through Google AdWords and 2) AdSense earnings and performance data if your site runs AdSense ads as a publisher
True
When you advertise though Google AdWords, you have the option to target direct searches on three different channels: ? visitor searches on google.com (?Google Search?) ? visitor searches on partner search sites (?Search Partners?) ? the network of AdSense partner sites that automatically display ads based on the content of their Web pages (?Display Network? or ?Content Network?) without any visitor search Assuming that you have enabled AdWords autotagging, click and cost data for all three channels is merged in Google Analytics by default , but you can apply Ad Distribution Network as a secondary dimension to distinguish Display Network from both Google Search and Search Partners in applicable reports. On the other side of the equation, you can also import earnings and performance data if you are running ads on your website as part of the AdSense Content/Display Network so that you can view AdSense analytics along with your other Google Analytics reporting. For more details on AdSense integration, see: http://support.google.com/adsense/bin/answer.py?hl=en&answer=141997&topic=1385757&ctx=topic

10.You have an autotagged Google AdWords campaign. Within this campaign, you have a broad-match bid on ?life coach?. A visitor to google.com enters ?life and career coach? as the search phrase, sees your ad, and clicks through to your website.
Where in the Advertising > AdWords reports can you see ?life and career coach? and all other search phrases that matched ?life coach? and drove traffic to your website?
In the Matched Search Queries report, select Keyword as the secondary dimension.
Within the AdWords report, the phrases that visitors to google.com actually entered for the search are represented as ?Matched Search Queries?, and the your bid phrases that those searches matched are represented as ?Keywords?. If the only match type you?re using in Google AdWords is Exact Match, your Matched Search Queries and Keywords should be identical for all paid Google search traffic. If, on the other hand, you?re also using Phrase Match and Broad Match, you will probably observe additional phrases in Matched Search Queries that don?t appear in Keywords.

11.At which levels of specificity does Google Analytics track the performance of Google AdWords?
Campaign
ad group
ad heading
keyword
Assuming autotagging is enabled, Google Analytics tracks AdWords performance by campaign, ad group, ad heading, and keyword. (This information is included in the gclid URL parameter that AdWords includes in the the request URL.) You can access AdWords Campaigns and Keywords reports directly in Advertising > AdWords. Ad Group is available as a secondary dimension in these reports, as is Ad Content, which corresponds to the ad heading and not the ad body.\

12.You can set up and access Google Analytics from within Google AdWords.
True
You can set up a Google Analytics account from within Google AdWords. If you have an existing Google Analytics account and later set up an AdWords account under the same Google login, you can link AdWords to AdWords profiles that you have already created, at which time you can also enable Autotagging. By default, cost data importation from AdWords to Google Analytics is enabled with Autotagging. Whether you set up Google Analytics from within AdWords or link AdWords to an existing Google Analytics account, you can subsequently access Google Analytics directly from the AdWords interface.

13.Which medium does Google Analytics assign to paid search engine traffic that is neither autotagged (in the case of Google Adwords) nor manually tagged with campaign parameters?
Organic
Answer A is correct. Google Analytics treats untagged paid search engine traffic as organic search engine traffic. As a review, ?referral? is the default medium for all clickthroughs to your website from other websites except when the clickthrough originates from: ? a search engine (that Google Analytics recognizes as such), in which case the medium is ?organic? ? an autotagged Google AdWords account, in which case ?organic? is overwritten with the medium ?cpc? ? an inbound link to which you have manually added Google Analytics campaign parameters, also known as campaign ?tags?, in which case the medium appears as whichever value you specify as (such as ?ppc?, ?email?, or ?banner?)

14.RPC (Revenue per Click), ROI (Return on Investment), and Margin in the AdWords Campaigns reports are calculated based on imported AdWords cost data and:
goal value and e-commerce revenue
AdWords revenue metrics are calculated based on the combined value of goals and e-commerce transactions. Although it is probably not advisable in most cases to set up goal value and e-commerce transactions on the same page, you might maintain goal value on pages that correspond to static revenue and configure e-commerce coding for other pages that generate transactions of varying revenue.

15.If the AdWords Campaigns report in Google Analytics displays $0.00 for Revenue, it is because you have not specified values for your Google Analytics goals.
False
In the AdWords Campaigns report, and generally in Google Analytics, ?Revenue? refers specifically to e-commerce transactions and not goal values.

16.You can link multiple Google AdWords accounts to a single Google Analytics account.
True
With the update to Google Analytics 5, it is now possible to link more than one Google AdWords account to a single Google Analytics account. A possible scenario for this would be if you were directly managing some of your company?s campaigns within one AdWords account
but were also working with an outside firm that was managing other campaigns directed towards the same website but contained in a separate Google AdWords account.

17. Which of the following factors could explain the difference between visits and clicks indicated on the Clicks tab of the AdWords Campaigns reports in the screen shot below?
Answers A, B, and C provide reasons that the Google Analytics tracking code would not execute and that AdWords clicks would therefore report higher than website visits, so they do not explain the greater number of visits indicated in the screen shot. In fa

Source: http://www.webimax.com/blog/seo/google-analytics-study-guide-for-googleiq-certificate

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