1.What is Bounce Rate?

A) the percentage of visits to your site where the visitor viewed

only one page and then exited without any interaction on your
site
B) the number of times unique visitors returned to your website
C) the percentage of sessions for which the visitor can be
tracked as unique
D) the percentage of site exits

2.How would you track visitors coming from an email, banner, or
newsletter campaign?
A) by manually tagging the destination URLs of the campaign
B) Google Analytics will track visits coming from any campaign
automatically
C) by turning autotagging on
D) It is not possible to track visitors coming from non-AdWords
campaigns

3.What does a high bounce rate on a landing page associated with
a particular keyword suggest?
A) The keyword will have a relatively high ROI
B) The content on the landing page does not properly match the
expectations of visitors who searched on that keyword
C) The landing page is highly relevant to the keyword
D) You should stop buying the keyword

4.How would you set up Google Analytics to attribute conversions
to the original referring campaign?
A) Add "utm_nooverride=off" to the end of your campaign URLs
B) Conversions are attributed to the original referring campaign
by default
C) Add "utm_nooverride=1" to the end of your campaign URLs
D) Conversions are attributed to the most recent campaign and
there is no way to modify this behavior

5.How is click-through-rate calculated?
A) clicks / impressions
B) visits / impressions
C) clicks / visits
D) absolute unique visitors / impressions

6.You want to exclude your company's internal traffic from your
reports. Which RegEx would exclude the IP range 193.88.222.1 to
193.88.222.10? (Hint: Use the RegEx Generator in the Google
Analytics Help Center)
A) 193\.88\.222\.(1 -10)
B) ^193\.88\.222\.([1-9]|10)$
C )193.88.222.1-10
D) 193\.88\.222\.[1 -9]| 10

7.Your website uses a shopping cart on a different domain. To
ensure that visitor session data is retained when switching
domains, which of the following do you need to implement?
A) the _link() or _linkByPost() method
B) the _trackTrans() method
C) the _setLocalRemoteServer() method
D) This is tracked automatically; no additional configuration is
required

8.How would you find out which keywords visitors from Tokyo used
to find your site?
A) This information is not available in Google Analytics
B) Search for "Tokyo" in the All Traffic report
C) Select the "Keyword" dimension in the Map Overlay (Location)
report
D) Select the "City" dimension in the Keywords report

9.You are running a correctly tagged email campaign that refers
visitors to your website. How would you track conversions
associated with the campaign in cases where visitors did not
convert in the first instance, but instead returned at a later
time by typing the URL of your site directly into their browser?
A) You cannot track conversions when a visitor returns as
"direct" (i.e. by typing the URL of your site directly into their
browser)
B) Google Analytics does this by default (within 18 months)
C) Google Analytics does this by default (within 6 months)
D) Tag the URL in the email with a campaign of "nooverride"

10.A visitor arrived at your website via referrer A on one
occasion, and then via referrer B on another. During the second
visit, the visitor completed a purchase transaction. To what
source will the purchase transaction be attributed?
A) referrer B B) referrer A
C) direct
D) (not set)

11.You define a URL Destination goal by_.
A) editing the profile and specifying the request URI of the
conversion page
B) adding the e-commerce code to the goal page
C) adding the conversion ID to the tracking code on the goal page
D) dragging the goal page onto the Dashboard

12.Which reports tell you how many automatic crawlers (search
engine robots) visited your website?
A) Google Analytics does not track the vast majority of crawlers
since they are classed as personally identifiable information
B) Google Analytics does not track the vast majority of crawlers
since most do not have IP addresses
C) The Network Properties reports
D) Google Analytics does not track the vast majority of crawlers
since most do not execute JavaScript

13.What is one way of determining whether an increase in Average
Time on Site actually reflects an increase in site interaction?
A) look for a corresponding increase in Bounce Rate
B) look for a corresponding increase in Direct visits
C) look for a corresponding increase in Pages/Visit
D) look for a corresponding decrease in Direct visits

14.You are an online merchant. A customer makes an order to be
delivered to his home address. He then decides to make a separate
order to be delivered to a friend's address. How many
transactions will be reflected in your reports?
A) 0
B) 1
C) 2

15.Which of the following could be measured by defining a goal in
Google Analytics? (Select all that apply)
A) the percentage of visits that result in a site registration
B) the percentage of visits that are unique
C) the percentage of visits which contain only one page view
D) the percentage of visits during which visitors spent at least
2 minutes on the site

16.What kind of intelligence events are available in Google
Analytics? (Select all that apply)
A) Automatic alerts
B) Custom alerts
C) Weekly alerts
D) Daily alerts

17.You notice that the goal conversion rate in your Site Search
Terms report is different from the Goals menu report, what is the
likely reason for this discrepancy?
A) Not all visits include a site search; only those which did are
included in the conversion rate calculation in the Site Search
Terms report
B) The Site Search Terms report is only able to show goal
conversion rates for one of your goals
C) Of those who perform a search during their visit, fewer are
likely to convert
D) This is a bug; the figures should match

18.Which is the recommended parameter for identifying different
versions of an ad?
A) utm_creative
B) utm_medium
C) utm_content
D) utm_ad

19.What is the purpose of the URL builder?
A) to optimize landing pages
B) to generate a URL with tracking parameters
C) to generate the URL tracking parameters that need to be
appended to an organic search result
D) using the URL Builder is required to track AdWords visits

20.Which report would you use to assess whether visitors who
search your website have a higher conversion rate than visitors
who do not?
A) Site Search Overview report
B) the Goal Conversion tab on the Site Search Usage report
C) the Goal Conversion tab on the Search Terms report
D) It is not possible to obtain this data

21.Which of the following will Google Analytics track by default?
(Select all that apply)
A) the referrer that directed a visitor to your site
B) the number of visitors to your site
C) the average amount of time people spent on your site
D) the click path of an individual visitor

22.Which is the recommended way to prevent URL query parameters
(session_id, for instance) from appearing in Content reports?
A) Create an exclude filter in the profile
B) Create an include filter in the profile
C) Exclude them in the main Profile Settings
D) This is not possible

23.Which of the following would prevent you from creating a new
profile in Google Analytics? (Select two)
A) You have not opted in to Benchmarking
B) You do not have access to the code of the website
C) You do not have admin rights to the Analytics account
D) You have already reached the maximum number of permitted
profiles for your
account

24.You have two profiles which track the same web property. You
copy a URL Destination goal from Profile 1 and enable it in
Profile 2. A week later, you find you are receiving goal data in
Profile 1 but not in Profile 2. Which of the following could be
the reason? (Select two)
A) Profile 2 has colliding filters that prevent any data from
appearing
B) Profile 2 has a filter that manipulates the Request URI
C) The tracking code has been incorrectly applied in Profile 2
D) AdWords has been incorrectly linked to the profile

25.Which of these best defines a URL Destination goal in Google
Analytics?
A) the most popular page on your site
B) a page that has given you revenue
C) a KPI
D) a website page viewed by the visitor once they have completed
a desired action

26.Which of these definitions best describes what a referrer is?
A) the URL of the website from which a visitor came
B) the web page to which your server defaults when no page on the
domain is specified
C) a virtual container for holding computer files
D) the process of converting a numeric IP address into a text
name

27.Why might a website www.mysite.com have traffic appearing as
coming from "mysite.com / referral"?
A) On some pages of mysite.com, the Google Analytics Tracking
Code is called more than once
B) These are returning visitors to mysite.com
C) Autotagging has not been enabled
D) mysite.com has several subdomains and the Google Analytics
Tracking Code has not been customized accordingly

28.How would you configure a profile to include only Google CPC
data?
A) Add two include filters to the profile: one requiring Campaign
Source to be "google", and the other requiring Campaign Medium to
be "cpc"
B) Add an include filter requiring Campaign Source to be "google
I cpc"
C) Link the profile to your Ad Words account
D) This is not possible

29.Which is NOT a standard Google Analytics campaign variable?
A) utm_source
B) utm_adgroup
C) utm_term
D) utnn_content

30.Which of these are available in Real-Time reporting? (Select
all that apply)
A) Active number of visitors
B) Total number of visitors today
C) Pageviews per minute
D) Pageviews per second

31.How can you ensure that clicks and visits match in your
AdWords Campaigns report?
A) Place the Google Analytics Tracking Code before the </body>
tag
B) Enable autotagging in AdWords
C) Make sure your browser allows cookies
D) You can't because Google Analytics tracks visits and imports
click data from AdWords

32.Which of the following are elements of the Event Tracking data
model?
A) categories, actions, labels
B) actions, titles, values
C) actions, labels, methods
D) categories, labels, formats

33.True or False: In Google Analytics, you can see how many
visitors are on your site right now.
A) True.
B) False.

34.Which of these best describes the differences between a first-
and a third-party cookie?
A) A first-party cookie is a temporary cookie and a third-party
cookie is a persistent one
B) A first-party cookie is set by the same web site you are
visiting, a third-party cookie is set by a different web site
than the one you are visiting
C) A first-party cookie is set by a different web site than the
one you are visiting, a third-party cookie is set by the same web
site as the one you are visiting
D) A first-party cookie may only contain one attribute, a third-
party cookie may contain several attributes

35.Which of the following is true about Visit Duration?
A) Visit Duration categorizes visits according to the amount of
time spent on the site.
B) Visit Duration is the same metric as Avg. Time on Site.

36. True or False: The order in which filters appear in your
Profile Settings matters
A) True: Filters are executed in the order in which they appear
B) False: Filters are not executed in the the order in which they
appear

37.Where do you find the URL Builder?
A) in Conversion University
B) in "Settings" > "Edit" > "Main Website Profile Information"
C) in the Help Center
D) You must ask a Google Analytics Authorized Consultant for
access to the URL Builder

38.You are implementing e-commerce tracking on your client's
site. Their site does not use an "affiliation" field. Which of
the following is an example of a correct implementation?
A) _gaq.push(['_addTrans',
'1234',
'11.99',
'1.29',
"5",
'San Jose',
'California',
'USA'
]);
_gaq.push(['_addltem',
'1234',
'DD44',
'T-Shirt',
'Green Medium',
'11.99',
'1'
]);
_gaq.push(['_trackTrans']);

B) _gaq.push(['_addTrans',
'1234',
'',
'11.99',
'1.29',
'5',
'San Jose',
'California',
'USA'
]);
_gaq.push(['_addltem',
'1234',
'DD44',
'T-Shirt',
'Green Medium',
'11.99',
'1'
]);
_gaq. push(['_trackTrans']);

C) _gaq.push(['_addTrans',
'1234',
// affiliation or store name
'11.99',
'1.29',
'5'

39.Temporary cookies differ from persistent cookies because:
A) temporary cookies cannot last for more than 30 minutes
B) temporary cookies are removed when you close your browser
C) temporary cookies can be deleted while persistent cookies
cannot
D) temporary cookies are set by a third party

40.What kind of cookies does Google Analytics use?

A) first-party; utma, utmb, utmd

B) first-party; utma, utmb, utmz

C) third-party; utma, utmz, utmv

D) third-party; utma, utmb, utmz

41.Which of the following are metrics?
A) Browser
B) City
C) Pageviews
D) Avg. Time on Site

42.How might you use the information in the Landing Pages report?
(Select two)
A) to see where visitors are entering the site
B) to identify your high bounce-rate landing pages
C) to see where visitors are exiting the site
D) to identify your most-visited site pages

43.Which of the following are dimensions?
A) Screen Resolution
B) Region
C) % New Visits
D) Bounce Rate

44.If you manually tag your AdWords campaigns, which one of the
following AdWords attributes would you be able to view in your
Analytics reports?
A) Placement URL
B) Match Type
C) Campaign
D) Ad Group

45.Which of the following should you manually tag with campaign
tracking variables?
A) organic search results, referrals and bookmarks
B) banner ads, referrals, and all CPC campaigns
C) AdWords campaigns only
D) banner ads, email campaigns, and non-AdWords CPC campaigns

46.Why is it important that you maintain one unfiltered profile
when using filters with your analytics account?
A) There is no reason to maintain an unfiltered profile
B) You can only use predefined filters with unfiltered profiles
C) Without one unfiltered profile, you will not be able to use a
filter for multiple profiles
D) You will need to configure your goals in the unfiltered
profile
E) Since raw data cannot be reprocessed, maintaining an
unfiltered profile ensures that the original data can always be
accessed

47.Your AJAX-based gaming website is hosted on a single html
page. Which is the best way to measure the percentage of visits
during which more than 5 games were played? (Select the best
answer option)
A) Track each game-play as an event and define a goal for greater
than 5 events per visit.
B) Track each game-play as a virtual pageview and define a goal
for greater than 5 pages viewed per visit.
C) Track each game-play as a virtual pageview and define 5
separate goals, one for each virtual pageview.
D) Track each game-play as an event and define 5 separate goals,
one for each event.

48.You manage a website that sells household appliances. Your
site assigns the product id 17 (pid=17) to all pages related to
refrigerators. You would like to have a profile where your data
includes only pages on your site related to refrigerators. Which
of the following would accomplish this?
A) Filter 1-- Type: Custom Include; Field: Request URI; Pattern:
"/refrigerator"
Filter 2-- Type: Custom Search and Replace; Field: Request URI;
Search for "pid=17" and replace with "/refrigerator"
B) Filter 1-- Type: Custom Search and Replace; Field: Request
URI; Search for "pid=17" and replace with "/refrigerator"
Filter 2-- Type: Custom Include: Field: Request URI: Pattern:
"/refrigerator"
C) Either of these would work

49.What does _trackPageview() do?
A) expedites page load time
B) enables e-commerce tracking
C) registers a pageview
D) registers an internal site search

50.Which of the following could explain why Google CPC visits are
not showing up in Google Analytics? (Select all that apply)
A) The wrong match type has been selected in the profile settings
B) Autotagging has not been enabled
C) A redirect on the landing page stripped out the gclid
D) Ecommerce has not been enabled and no goals have values

51.You have had your Google Analytics account for months, and
have been successfully tracking traffic to a web property in
Profile 1. You created a duplicate profile -Profile 2- but the
profile's reports are not showing any data.
Which of the following would help explain the situation? (Select
two)
A) You created Profile 2 less than 24 hours ago
B) There are conflicting filters applied to Profile 2 which are
preventing data from
coming through
C) You do not have access to the data
D) You applied a custom lowercase filter

52.Why can AdWords Clicks differ from Analytics Visits?
A) Some visitors may have JavaScript disabled
B) Some visitors may be blocking cookies
C) 'Clicks' and 'Visits' are different metrics
D) All of the above

53.Does Google Analytics track visits to cached pages?
A) Yes; the JavaScript is executed even from a cached page
B) No, the JavaScript is not executed from cached pages

54.Can Google Analytics track search engines other than those
that it tracks by default?
A) No, the list of recognized search engines is maintained by
Google
B) Yes, by modifying your Google Analytics Tracking Code
C) Yes, by adding the search engines to the Analytics Settings
page
D) No. Google Analytics only tracks visitors coming from the
Google search engine

55.Which of the following is NOT possible?
A) creating three profiles that track the same website
B) creating a profile that aggregates data from different Google
Analytics accounts
C) creating 40 profiles
D) enabling Site Search for the profile being created

56.Which of the following could be used to track Flash events?
(Select two)
A) _trackPageview()
B) _trackEvent()
C) _link()
D) _flashSite()

57.What technologies does Google Analytics use to track visitors?
A) Java and four temporary cookies
B) JavaScript and third-party cookies
C) JavaScript and first-party cookies
D) HTML only

58.What would prevent URL Destination goal conversions from being
recorded? (Select all that apply)
A) The conversion page has the incorrect tracking code
B) The match type in the goal definition is incorrect
C) There was a misspelling in the URL of the goal definition
D) The Google Analytics Tracking Code is missing from the
conversion page

59.Which of the following is not a valid dimension?
A) Country/Territory
B) City
C) Address
D) Region

60.Where on the appropriate page(s) should e-commerce tracking
code be placed?
A) The e-commerce tracking code should replace the standard
Google Analytics Tracking Code
B) The e-commerce tracking code should be placed before the
standard Google Analytics Tracking Code
C) The e-commerce tracking code should be placed after the
standard Google Analytics Tracking Code

61.What are the benefits of linking your AdWords account with
your Google Analytics account? (Select all that apply)
A) this will allow Google Analytics to differentiate between
Google CPC and non-Google CPC visits
B) this will allow you to access your Analytics data from within
the AdWords interface
C) this will allow you to have AdWords cost data imported into
your Analytics account
D) this will allow Analytics to calculate ROI of your AdWords
spend

62.Is it possible to make the Pages report display different
names than the actual page pathnames?
A) Yes, you can rename the pages by entering the desired request
URI in the call to _trackPageview();
B) Yes, you can rename the pages by entering the desired URI in
the call to link();
C) You need to talk to your webmaster to change the settings of
the server to allow arbitrary parameters
D) No, it is not possible

63.Which of the following would cause Google Analytics to track a
visitor as new even if they had been tracked during their
previous visit to the site? (Select all that apply)
A) if the visitor is blocking cookies
B) if the visitor has JavaScript disabled
C) if the previous visit occurred 6 months ago
D) if the visitor used a different browser for the return visit
E) if the visitor deleted cookies after the first visit

64.Which of the following may only be added to a profile by an
administrator?
A) Custom Alerts
B) Annotations
C) Goals
D) Advanced Segments

65.You have two websites with different domains (e.g. Mysite.com
and Yoursite.com) which you want to track under a single Google
Analytics account. Why would you link the sites using the _link()
method?
A) to allow Flash content from Mysite.com to display on
Yoursite.com
B) to preserve visitor and session information across the two
domains
C) to add Mysite.com to the list of referrals
D) to clear all the cookie information

66.Select the Goal URL pattern and match type that will count all
of the following pages as conversions:
http://www.mysite.com/shoes/buy.asp
http://www.mysite.com/shoes/buy.asp?prodid=9
http://www.mysite.com/shoes/buy.asp?prodid=100
A) pattern is "/shoes/buy\.asp?" and match type is "Head Match"
B) pattern is "/shoes/buy.asp" and match type is "Exact Match"
C) pattern is "/shoes/buy.asp" and match type is "Head Match"
D) pattern is "/shoes/buy.asp?prodid=.*" and match type is "Exact
Match"

67.Why might you see a search engine name appear in the results
for your Referring Sites report (e.g. "google.com")?
A) Someone was referred to your site via a search result page,
but the keyword was not captured
B) Someone was referred to your site via a link on a personalized
search engine page such as iGoogle

68.Which campaign tracking variables should you always use when
manually tagging a URL?
A) utm_campaign, utm_adgroup, utm_term
B) utm_source, utm_content
C) utm_content, utm_campaign
D) utm_source, utm_medium, utm_campaign

69.Which of the following visitors would be reported as coming
from "direct / (none)"? (Select wo)
A) visitors who typed your site's URL directly into their browser
B) visitors who came to your site via a bookmark
C) visitors who came to your site via a banner ad
D) visitors who came to your site via an AdWords campaign

70.On mysite.com. all the e-commerce transactions are assigned to
a single traffic source: mysite.com / referral. Which of the
following are possible explanations?
A) This transaction page has an outdated version of the Google
Analytics Tracking Code
B) Autotagging has not been enabled and none of the referring
links contain tags
C) The transaction page contains code that is setting the source
improperly
D) The transaction page is on a subdomain and cross domain
tracking has not been correctly implemented