Top Google Analytics Interview Questions and Answers Part-I

Top Google Analytics Interview Questions Part - 1

Google Analytics is an important tool to track user’s activity and analysis the traffic for your website in terms of both organic and paid results. According to Google Analytics Academy, we’re providing Top Google Analytics Interview Questions and Answers so that you can clear the interview for Digital Marketing and get your dream job.

1. What is Google Analytics?

Google Analytics is a platform i.e. provided by Google, that helps to monitor, track and analysis the activities of the users for your website.

Google Analytics tracks user behavior and then according to this, informed how to reach new and existing customers. It also tells about the most effective locations for successful campaigns.

2. What is the basic Purchasing Funnel?

Basic Purchasing Funnel includes 3 steps. These are Acquisition, Behavior, and Conversion.​

  • Acquisition: It involves building awareness and acquiring user interests.
  • Behavior: Behavior is when the user engages with your business.
  • Conversion​: Conversion is when a user transacts with your business and convert into the customer.

3. Why Google Analytics is important?

Google Analytics is important because, in the traditional world, it’s very hard to measure the purchasing funnel but in the digital world, we can easily measure the funnel using Google Analytics.

4. What kind of businesses can benefit from Google Analytics?

Publishers, Ecommerce Business and Lead Generation are the three ways to get benefit from Google Analytics.

  • Publishers: Publishers can use it to create a loyal and highly-engaged audience with better onsite advertising.
  • Ecommerce Business: Ecommerce Business can use Google Analytics to understand their user’s online purchasing behavior and better online marketing for their products and services.
  • Lead Generation: Lead Generation business can collect the user information for the sales team to connect with potential leads.

5. What type of behavioral data is collected by Google Analytics?

Google Analytics can collect behavioral data from a variety of systems such as mobile applications, online pot-of-sale systems, video game console, customer relationship management systems, or other internet-connected platforms.

6. How does Google Analytics work?

Google Analytics is a tool that collects the data and compiles it into useful reports.

  • So firstly, you need a Google Analytics Account to track your website.
  • After this, you need to add a tracking code to each page of your website.
  • Each time when a user visits a page of your website, the tracking code will collect the anonymous information about how that user interacts with that page.
  • The tracking code will tell how many users will visit your signup page or your purchase confirmation page.
  • Tracking code will also collect the information from the browser like the browser language (Hindi, English, Tamil, etc ), type of browser (Chrome, Mozilla, Opera, etc), device and operating system.
  • It also collects the “traffic source” i.e. what brought the users to the site in the first place. This might be a search engine (Google, Bing, etc), advertisement they clicked on, social site or an email marketing campaign.

7. Where should the Analytics tracking code be placed in the HTML of a webpage?

Immediate after the opening tag of your website

8. What is Session?

A session begins when a user visits a website and the session ends after 30 minutes of inactivity. If the user returns to a page after the session ends, a new session will begin.

9. What is Property?

When you create a Google Analytics account, you also automatically create a Property. Property is the view for that account. Some important points about Properties are:

  • Each “analytics account” can have multiple “properties” and each “property” can have multiple “views”.
  • Each “analytics account” has at least one “property”.​  Each “property” can collect the data independently of each other using”Tracking ID”.

10. Which represents the hierarchical structure of a Google Analytics account from top to bottom?

Account > Property > View > Goals

11. What are the important points you need to remember about Views?

  • Be thoughtful when setting up your account, properties, and views because once it has been collected and processed by Google Analytics it can’t be changed.
  • When you create a new View, it only includes data from the date view was created. It’ll not include past data.
  • If you delete a view, only administrators can recover that view within 35 days otherwise the view will be permanently deleted.
  • You can assign the permissions to other users at the account, property or view level.

12. What type of user permission is providing to Admin?

Admin has different user permission. It includes “manage users”, “edit”, “collaborate” or “read and analyze”.

  • Manage Users: Add or remove user access
  • Edit: Change configuration settings
  • Collaborate: Allows users to share things such as dashboards or certain measurement settings.
  • Read and Analyze: Users view data, analyze report and create dashboards.

13. What are Goals?

Goals are a valuable way to track conversions or business objectives. A goal could be how many users signed up for an email newsletter or how many users purchased a product.

14. What are Real-time Reports?

Real-time reports allow you to look at live user behavior on your site like how many active users on the site, users are coming from which traffic sources or locations, etc.

15. What are the Audience Reports?

Audience Reports helps you to understand the characteristics of your users like age and gender under “Demographics,” their “Interests” (Category), their language and location under “Geo”, new or returned users, engagement and session quality under “Behavior”, their browser and operating system under “Technology”, their used devices under “Mobile” etc.

16. What are the Acquisition Reports?

Acquisition Reports show you which channel (such as advertising or marketing campaign) brought users to your site. It includes different traffic medium or marketing channels. These are:

  • Paid Advertisement using Google Ads.
  • Organic or Unpaid traffic
  • Social using social networks
  • Referral traffic comes from another website.
  • Other i.e. a  group of low volume traffic sources.

17. What are Behavior Reports?

Behavior Reports helps you to understand how people engaged on your site, including what pages they viewed, and their landing and exit pages. You can also track what terms your users searched for your site and whether they interacted with specific elements.

The”New vs Returning” report breakout Acquisition, Behavior and Conversion goal metrics for new and returning users.

18. What is Conversion?

Conversion allows you to track website goals based on your website objectives.

19. What is the Audience Overview Report?

Audience Overview Report provides a high-level summary of metrics in one place. The Audience Overview Report shows how to aggregate audience metrics like number of users, new users, the total number of sessions, average number of sessions per user, bounce rate, pages/session, average session duration, etc.

20. What is Segment Picker?

Segment Picker is like a filter that can apply to look at specific data and compare metrics. The default segment includes all the users that visited your site in the given date range.

21. What is Graph Annotator?

Graph Annotator is the small arrow at the bottom of the line graph. Clicking on the arrow lets you annotate the graph with helpful notes to add business context to your data.

Once you add an annotation, a small indicator will appear on the graph that can be viewed by other users with access to the view.

22. What is User Metric?

In User Metric, Users that have at least one session on your site during the given date range.

23. What are the Sessions Metric?

Sessions Metric are the total no of Sessions within the given date range. A session is the period time when a user actively engaged with your website or app.

24. What is the Number of Sessions per User?

Number of Sessions per User is the average number of sessions per user who visited your site in the selected date range.

25. What is Pageviews?

Pageviews are the total number of pages viewed. Repeated views of a single page are counted.

26. What is Pages/Session Metric?

Pages/Session is the average number of pages views during a session. Repeated views of a single page are counted.

27. What is Average Session Duration?

Average Session Duration is the average length of a session based on the users that visited your site in the selected date range.

28. What is Bounce Rate?

Bounce Rate is the percentage of users who after viewing a single page on your site and taking no additional action.

29. What is Dimension & Metrics?

A “Dimension” is an attribute of a dataset that can be organized in order to do better analysis. They are often paired with “Metrics”, which are the actual number in the data set.

Example: In Google Store, need to track how many total shirts across all colors are sold? Get “Metrics” of total shirts sold but it would be more beneficial to examine the sales data for these shirts based on “Dimensions” like various kinds of shirts (Men Polo T-shirts, Men Striped T-shirts, Women Round Neck T-Shirt, Women V-Neck T-Shirt, etc) that were sold. We could also look at which color of t-shirts sold more and also compare sales across men and women t-shirts.

30. What is the default dimension in the Audience Overview Report?

“Language” is the default dimension in the Audience Overview Report. Note that table to the right includes the top 10 values for language. You can also select “Country” or “City” to view the top 10 values for those dimensions.

31. What is System Dimension?

System Dimension is used to view what technology people are using to view your site. It includes Brower, Operating System and Service Provider.

32. What is Mobile Dimension?

Mobile Dimension is used to view what mobile devices people are using to view your site. It includes the operating system, service provider and screen resolution.

33. What are the types of Custom Dashboard?

Custom Dashboard are of two types: Private and Shared

  • Private Dashboard: A private dashboard is only visible to you within that view.
  • Shared Dashboard: Shared dashboard can be seen by anyone who has access to that view.

34. What are the important points you need to remember about Custom Dashboards?

  • ​You can have 20 private dashboards perusers and 50 shared dashboards per view.
  • If you share the dashboard with others, they can change what shows up in their dashboard, but their change will only visible to them.
  • Your original dashboard can not be changed by other users.

35. What are the Active Users?

Active Users shows you how many users had at least one session on your site in the last day, seven days, 14 days and 30 days. We call this “site reach” or “stickiness”.

36. What are Demographics Reports?

Demographics Reports provide information about the age and gender of the users.

37. What are Interests Reports?

Interests Reports shows your users preferences for certain type of web content like technology, music, travel, media & entertainment, sports, etc. Interest Reports are useful in 2 ways.

  • You know your target audience, it can help verify that you’re reaching the right people.
  • It can help guide decisions about your marketing and content strategy.
  • To see data in these reports, you must enable “advertising features” in “Demographics and Interests” reports for each property.

38. How to enable Advertising Features?

  • Go into the “Admin” tab. Under “Property”, Select “Property Settings”.
  • Under “Advertising Features”, set “Enable Demographics & Interests Reports” to “On”.
  • Once activated, you’ll see the data in your Demographics & Interests Report about the age and gender & Interests of your users.

39. What is Source/Medium in Acquisition Reports?

The medium could be Organic, CPC, Referrals, Email or None while Source provides more information about the Medium.

Example: a)  If the medium is “Referral”, the source will be the URL of the website that referred the user to the site. b) If the medium is “None”, the source will be “Direct”. c) If the medium is “organic”, the source will be the name of search engines like “Google” or “Bing”.

40. Which channels are available in the default channel report?

Organic Search, Display, and Direct

41. What report lists the website pages where users first arrived?

Landing Pages

42. How to track Marketing Campaigns in Google Analytics?

Marketing Campaigns are tracked in Google Analytics through “Campaign Tagging”. Campaign Tags are an extra bit of information that you add to the URL links of your online marketing or advertising material.

43. What are the different Campaign Tags or Campaign Parameters?

There are 5 Campaign Tags that help you to identify the specific information about your campaign. “Medium”, “Sources” and “Campaign” are the required campaign tags. You can also add tags for “Content” and “Term”.

44. What is the purpose of “Medium”?

“Medium” communicates the mechanism that helps to check how you sent your message to the users. Example: You could include “email” for an email, CPC for paid search ads, social for the social network, etc. Example: a) utm_medium=email, b) utm_medium=cpc

45. What is the purpose of “Source”?

“Source” communicates where the user came from. This could be a specific web page or link in an email. The source could also differentiate the type of Medium. Example: a)  If the medium was as “Email”, the source might be “Newsletter”. b) If the medium was “CPC”, the source might be “Google” or “Bing”. Example: a) utm_source=newsletter,  b) utm_source=google

46. What is the purpose of “Campaign”?

“Campaign” can communicate the name of your marketing campaign such as ” 2019_Technology” or “2019_Christmas_Tour”. Example: a) utm_campaign=2019_Technology, b) utm_campaign=2019-Christmas_Tour

47. What is the purpose of “Content”?

“Content” can be used to differentiate versions of a promotion. This is useful when you want to test which version of an advertisement or promotion is more effective. If you’re running two different versions of a newsletter, you might want to label these tags. Example: a) V1_10dollars_Off and b) V2_Nopromo to help differentiate which newsletter data is associated with google analytics. It’s optional. Example: a) utm_content=V1_10dollars_Off, b) utm_content=V2_Nopromo

48. What is the purpose of “Term”?

“Term” is used to identify the keyword for paid search campaigns. It’s also optional. You would only use this field if you are manually tagging a paid search campaign like Bing or Yahoo. Example: utm_term=android_doll

49. What is the URL Builder?

To add all the “Campaign Tags” or parameters into the URL associated with your ads, Google provides a tool called “URL Builder”.

50. How to easily add Campaign Parameters to URL’s to track custom campaigns? 

  • Firstly, Open the Campaign URL Builder after that type the URL of your landing page into the Website URL.
  • Type the source into Campaign Source like Google, type the medium into Campaign Medium like CPC, and type the name into Campaign Name like 2019_Technology.
  • Campaign Term and Campaign Content is optional. After this, you can copy the URL from “Share the generated campaign URL”.

51. What are the important points you need to remember for URL Builder?

  • Google Analytics is case sensitive, so the campaign name “2019 Technology” in the title case will show different from a campaign name “2019 technology” in all lower cases.
  • If you use phrases for naming conventions, then URL Builder will add the underscore between the words to avoid spaces in the URL. Example: a) “2019 Technology” = “2019_Technology”
  • Make sure that you use medium names like “display” for banner ads, “email” for email campaigns, etc.
  • Always remind, you can only use URL Builder to build one URL at a time. So if you have a large campaign, you can use the spreadsheet to simplify the bulk URL-Building.

52. What are the types of Goals?

There are two types of Goals: Business Goals and Google Analytics Goals.

  • Business Goals: Business Goals are actions you want from your users to take on your website (like purchase now, sign up form, etc.). Each time a user completes one of your Business Goals, we call this “Conversions”. This could sign up for a newsletter oy buying a product or service.
  • Google Analytics Goals: In Google Analytics, you use a feature called “Goals” to track the conversions. Once you configure the Goals, Analytics will create conversion-related metrics like the total number of conversions, as well as the percentage of users that converted. We refer to this as “Conversion Rate”. When you set up a Goal in Google Analytics, you can also set up a “Goal Funnel”.

53. How to create Goals?

To create “Goals”, Firstly go to the “Admin” section. Under “Views”, click “Goals”. Then click “New Goal”.

Note: a) Goal wouldn’t track actual revenue. It’ll simply track how far users get at each stage of the Goal and where they might abandon the process. b) You can set up to “20 Goals” per View.

54. How to link Google Ads Account with Google Analytics Account?

  • Firstly, make sure that you’re logged into Analytics using the same email as your Google Ads account. You must be the administrator for both accounts.
  • Go to “Admin” then select “Property” then select “Adwords Linking” under “Property Section”.
  • Check the account you wish to link and click “Continue”.
  • Type “Link Gp Title”, this could be your Google Ads Account Id.
  • Select the view in which you want the Google Ads data to appear and select “Link Account”.
  • The link account will show in your link group list with the title you entered.

55. What are the ways for Adwords Tracking?

There are two ways for Adwords Tracking: URL Builder and Auto-Tagging.

  • URL Builder: In this, you can add campaign tracking tags to AdWords URL’s using URL Builder.
  • Auto-Tagging: Adwords have automatically added a specific campaign tag to your AdWords URL’s through a feature called “Auto-Tagging”. Auto-Tagging is required to get specific Google Ads dimensions into Google Analytics. Once we have linked Google Ads account with Analytics, we can find Google Ads reports under “Acquisition” section.
Top Google Analytics Interview Questions and Answers Part-I

7 thoughts on “Top Google Analytics Interview Questions and Answers Part-I

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