IQ Exam Answers Flashcards

By default, which of these is NOT considered a “source” in Google Analytics?

Answer: Email

By default, 'Email' is NOT considered a 'source' in Google Analytics. While email campaigns can drive traffic, they are typically categorized under 'medium' (e.g., 'email') and their specific source would be defined by UTM parameters (e.g., 'newsletter'). Default sources include 'google' (for organic search), '(direct)' (for direct traffic), and specific domains (for referral traffic).

What are the four scope levels available for dimensions and metrics in Google Analytics?

Answer: Hit-level, session-level, product-level, or user-level scope

The four scope levels available for dimensions and metrics in Google Analytics are Hit-level, Session-level, Product-level, and User-level scope. Scope determines which interactions or data points a dimension or metric applies to. For example, a 'Page Title' is hit-level, 'Sessions' is session-level, 'Product SKU' is product-level, and 'User ID' is user-level.

By default, when does an Analytics session expire?

Answer: When a user is inactive on your website for more than 30 minutes

By default, an Analytics session expires when a user is inactive on your website for more than 30 minutes. A session also expires at midnight, when a user arrives via a different campaign source, or if they close their browser. This 30-minute inactivity window is a standard setting that can be adjusted in your property settings.

What is a “metric” in Google Analytics?

Answer: The numbers in a data set often paired with dimensions.

In Google Analytics, a 'metric' is a quantitative measurement or value in a data set, often paired with dimensions. Metrics are the numbers you analyze, such as 'Sessions,' 'Pageviews,' 'Bounce Rate,' or 'Revenue.' They provide the numerical data to understand the performance of your website and user behavior.

Which view filter(s) would you apply if you wanted to include only users from Brazil or Argentina?

Answer: Filter 1: include Brazil or Argentina

To include only users from Brazil or Argentina, you would apply a single filter: Filter 1: include Brazil or Argentina. Google Analytics filters can use 'OR' logic within a single filter, allowing you to specify multiple conditions that, if met, will include the data. Applying separate 'include' filters sequentially would not achieve the desired result, as each subsequent filter would operate on the data already processed by the previous one.

Which of these would prevent data from appearing in a Custom Report?

Answer: You haven’t shared that Custom report with users in the same view

If you haven’t shared a Custom Report with other users in the same view, the data will not appear for them, even if it exists. While applying a filter that excludes all data would also prevent data from appearing for anyone, the act of not sharing specifically prevents other authorized users from seeing the report's data. For the creator, the data would still appear.

Which campaign parameter is NOT standard in Google Analytics?

Answer: utm_adgroup

The campaign parameter 'utm_adgroup' is NOT standard in Google Analytics. The standard UTM parameters are utm_source, utm_medium, utm_campaign, utm_term, and utm_content. While 'adgroup' is a common concept in advertising platforms, it's not a predefined UTM parameter for tracking in Google Analytics.

If a filter excludes data from a view, that data can never be recovered for that view.

Answer: True

If a filter excludes data from a view in Google Analytics, that data is permanently removed and can never be recovered for that specific view. Filters are destructive, meaning they alter the data before it is processed and stored. Therefore, it is crucial to test filters on a test view before applying them to your main reporting views.

Which of these can be imported to define a remarketing audience?

Answer: Custom Segment

A Custom Segment can be imported to define a remarketing audience in Google Analytics. Custom Segments allow you to isolate and analyze specific subsets of your data based on various criteria. Once defined, these segments can be used to create remarketing audiences in Google Ads, enabling you to target specific groups of users who have interacted with your site in particular ways.

If a user visits the home page of a website with a video embedded and leaves without clicking on anything, Google Analytics will count this session as a bounce.

Answer: True

If a user visits a webpage with an embedded video and leaves without clicking on anything (including playing the video or interacting with other elements), Google Analytics will count this session as a bounce. A bounce is defined by a single-page session with no interaction. To prevent this from being counted as a bounce, you would need to set up event tracking for video plays or other interactions.

Which data table display compares report metrics to the website average?

Answer: Comparison

The 'Comparison' data table display compares report metrics to the website average. This view helps you quickly identify pages or segments that are performing significantly better or worse than the overall site average. It provides a visual representation of how each row's metric compares, often using color coding to highlight deviations.

By default, when will Google Analytics NOT be able to identify sessions from the same user?

Answer: When the sessions happen in different browsers on the same device

Google Analytics identifies users primarily through a client ID stored in a first-party cookie. If a user switches browsers, a new cookie is created for that browser, meaning Analytics treats them as a new user. Even on the same device, different browsers (e.g., Chrome vs. Firefox) maintain separate cookies, preventing default cross-browser user identification.

If a user watches a video with event tracking three times in a single session, Analytics will count how many Unique Events?

Answer: 1

A 'Unique Event' in Google Analytics counts the first time a specific event (defined by Category, Action, and Label) occurs within a single session. Subsequent occurrences of the exact same event within that same session are counted as 'Total Events' but not as additional 'Unique Events.' Therefore, watching the same video three times in one session registers only one unique event.

You can only apply a Custom Dimension to data that was collected after you created the dimension.

Answer: False

Custom Dimensions can be configured to have different scopes: hit, session, user, or product. While hit- and session-level custom dimensions primarily apply to data collected *after* their creation, user-level custom dimensions can be applied retroactively to historical data for that specific user. This allows for more flexible analysis of user behavior over time.

Which of these could NOT be tracked using Goals in Google Analytics?

Answer: Customer’s lifetime value

Google Analytics Goals are designed to measure specific user actions or engagements on your website, such as page views, event completions, session duration, or pages per session. Customer's lifetime value (LTV) is a more complex metric that typically requires integrating transactional data with user data over an extended period, often involving CRM systems or advanced e-commerce tracking, and isn't directly measured by a standard GA Goal type.

Which report shows the percentage of traffic that has visited your site before?

Answer: Behavior > New vs returning report

The 'New vs Returning' report within the Audience section of Google Analytics specifically categorizes users based on whether they are visiting your site for the first time or have visited previously. This report provides insights into user loyalty and acquisition effectiveness, showing metrics like session count, bounce rate, and conversion rates for both new and returning segments.

Which of these user characteristics CANNOT be used to create a Custom Segment?

Answer: Users who have children

Google Analytics collects demographic data like age, gender, and interests (affinity categories, in-market segments) through its Advertising Features, but it does not collect highly personal or sensitive information such as marital status or parental status (e.g., 'users who have children'). Custom segments rely on available data points within Analytics, and this specific characteristic is not among them.

Which of the following statements about segments is incorrect?

Answer: Segments are filters that permanently alter your data

Segments in Google Analytics are non-destructive filters that allow you to isolate and analyze subsets of your data without permanently changing the underlying raw data. They apply to reports on the fly, enabling you to compare different user groups or sessions. Filters, on the other hand, *do* permanently alter the data as it's processed into a view.

Which of these can you NOT share using The Solutions Gallery?

Answer: Custom Dimensions

The Google Analytics Solutions Gallery allows users to share and import various configuration assets, such as Custom Reports, Goals, Segments, and Dashboards. However, Custom Dimensions and Metrics are specific to an individual Google Analytics property's setup and cannot be directly shared or imported through the Solutions Gallery. Their definitions often depend on specific data collection implementations.

If you want to track users and sessions across multiple domains, what must you set up?

Answer: Cross-domain tracking

By default, Google Analytics tracks users within a single domain using a first-party cookie. To accurately track a user's journey and sessions when they navigate between two or more related domains (e.g., a main site and a shopping cart on a subdomain or separate domain), you must implement cross-domain tracking. This ensures the client ID is preserved across domains, maintaining a continuous user session.