Google Analytics Certification 

Resources to help you become Google Analytics certified by Benjamin Mangold 

   
 
Google Analytics Certification Resources by Benjamin Mangold 
 

Overview 2 

Study Resources 2 

Sitting The Exam 3 

Sample Questions 3 

Answers 6 

Extra Resources 10 

Wrap Up 10 

   

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Google Analytics Certification Resources by Benjamin Mangold 
 

Overview 
 
The Google Analytics exam is free to take. It’s made up of 70 questions (which are randomly drawn 
from a larger library of questions) and you have 1.5 hours to sit the exam. You need to answer at 
least 56 of the questions correctly in order to pass and once you’ve passed you’ll know if you’re 
qualified or not. In order to retain your certification you’ll need to resit the exam within 12 
months. 
 
Here’s a quick summary of the exam: 
 
● Free to take 
● 1.5 hours 
● 70 questions 
● 80% correct to pass 
● Valid for 12 months 

Study Resources 
 
Google provides a number of resources to study for the exam. First, there is Google’s Analytics 
Academy which is home to free courses that you can take in your own time. Google recommends 
completing the following courses before taking the exam: 
 
● Google Analytics for Beginners: ​https://lovesdata.co/rqPhI  
● Advanced Google Analytics: ​https://lovesdata.co/6ykss  
 
Apart from these resources, I also recommend: 
 
● Google’s other Analytics Academy courses: h ​ ttps://lovesdata.co/6ykss  
● My free Google Analytics course: ​https://lovesdata.co/d75tZ  
● My Google Analytics Complete course: ​https://lovesdata.co/IYBcZ​ (paid) 
● Create a Google Analytics demo account: h ​ ttps://lovesdata.co/fmXPL 

   

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Google Analytics Certification Resources by Benjamin Mangold 
 

Sitting The Exam 

 
First you’ll need to head to Google Skillshop (at ​https://lovesdata.co/79JkR​). If you already have a 
profile, then once you login you should be good to go. If you’re new to Google Skillshop, then you'll 
need to follow the steps to create your profile. 
 
Once you’re inside Google Skillshop, search for and select 'Google Analytics Individual 
Qualification' and then select the 'Exam' option to take the exam. 
 
Good luck! 

Sample Questions 
 
Test your Google Analytics knowledge with these sample questions. You can check your answers 
in the next section. 
 
When a new view is created it will show historical data from when the first view was created for 
the property. 
 
▢ True 
▢ False 
 
What is the first step in creating a Measurement Plan? 
 
▢ Create the implementation plan 
▢ Document the technical infrastructure 
▢ Implement Google Analytics 
▢ Define the business objectives 
 
When can you send Personally Identifiable Information (PII) to Google Analytics? 
 
▢ When it’s hashed or encrypted 
▢ When it’s from a Google Ads campaign 
▢ Never  
 
Which of the following campaign tags is required? 
 
▢ Term 
▢ Medium 
▢ Content 
▢ All of these are required 

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Google Analytics Certification Resources by Benjamin Mangold 
 

 
How would you track users coming from an email campaign? 
 
▢ They will be tracked automatically 
▢ Enabling auto-tagging 
▢ Manually tagging the destination URLs 
▢ It’s not possible to track email campaigns 
 
Which of the following is not a standard campaign tag parameter? 
 
▢ utm_group 
▢ utm_medium 
▢ utm_campaign 
▢ utm_content 
 
In Google Analytics, what is an attribution model? 
 
▢ A way to assign credit for conversions to different touchpoints 
▢ Rules to assign sessions to new and returning users 
▢ A way to assign credit for conversions to each ad from Google Ads 
▢ Rules to assign interest categories to sessions 
 
In the Multi-Channel funnels report, which metric would be useful in measuring how many 
conversions were helped by social media? 
 
▢ Conversions 
▢ Assisted Conversions 
▢ Last Click or Direct Conversions 
▢ None of these metrics 
 
In the Position Based attribution model: 
 
▢ Each touchpoint receives equal credit 
▢ Credit is assigned to touchpoints on a sliding scale 
▢ The last touchpoint receives 100% of the credit 
▢ First and last touchpoints receive more credit than those in the middle 
 
Which of the following metrics would most likely indicate a website that is performing well? 
 
▢ % New Users < 50% 
▢ Avg. Session Duration < 1 minute 
▢ Bounce Rate > 90% 
▢ Bounce Rate < 30% 
 
   

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Google Analytics Certification Resources by Benjamin Mangold 
 

What URL parameter is used for auto-tagging URLs from Google Ads? 
 
▢ userid 
▢ _ga 
▢ gclid 
▢ utm 
 
The Data Model for Google Analytics consists of users, sessions and interactions. What do 
interactions include? 
 
▢ Pageviews only 
▢ Events only 
▢ Transactions only 
▢ Pageviews, Events and Transactions 
 
What is a 'secondary dimension'? 
 
▢ An extra option for weighting the importance of metrics 
▢ An extra dimension you can add to a report 
▢ An extra metric you can add to a report 
▢ An extra way to visualize data in a dashboard 
 
Which of the following represents the hierarchy of a Google Analytics account? 
 
▢ Account, property, view 
▢ View, account, property 
▢ Account, view, property 
▢ Property, view, account 
 
What does the 'bounce rate' tell you in Google Analytics? 
 
▢ Percent of user site exits 
▢ Percent of sessions where a user lands on your website and exits without any interactions 
▢ Percent of sessions where a user exits from the homepage 
▢ Number of times a unique user returned to the website 
 
Which tool would you use to analyse the behavior of new and returning website customers? 
 
▢ Multi-channel funnels 
▢ View filters 
▢ Real-time reports 
▢ Segmentation 
 
If you wanted a custom report with a static sortable table, which of the following options should 
you use? 

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Google Analytics Certification Resources by Benjamin Mangold 
 

 
▢ Map overlay 
▢ Flat table 
▢ Pivot table 
▢ Explorer 
 

Answers 
 
The correct answers to the sample questions are highlighted in g​ reen​. 
 
When a new view is created it will show historical data from when the first view was created for 
the property. 
 
▢ True 
▢ False 
 
What is the first step in creating a Measurement Plan? 
 
▢ Create the implementation plan 
▢ Document the technical infrastructure 
▢ Implement Google Analytics 
▢ Define the business objectives 
 
When can you send Personally Identifiable Information (PII) to Google Analytics? 
 
▢ When it’s hashed or encrypted 
▢ When it’s from a Google Ads campaign 
▢ Never  
 
Which of the following campaign tags is required? 
 
▢ Term 
▢ Medium 
▢ Content 
▢ All of these are required 
 
   

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Google Analytics Certification Resources by Benjamin Mangold 
 

How would you track users coming from an email campaign? 

 
▢ They will be tracked automatically 
▢ Enabling auto-tagging 
▢ Manually tagging the destination URLs 
▢ It’s not possible to track email campaigns 
 
Which of the following is not a standard campaign tag parameter? 
 
▢ utm_group 
▢ utm_medium 
▢ utm_campaign 
▢ utm_content 
 
In Google Analytics, what is an attribution model? 
 
▢ A way to assign credit for conversions to different touchpoints 
▢ Rules to assign sessions to new and returning users 
▢ A way to assign credit for conversions to each ad from Google Ads 
▢ Rules to assign interest categories to sessions 
 
In the Multi-Channel funnels report, which metric would be useful in measuring how many 
conversions were helped by social media? 
 
▢ Conversions 
▢ Assisted Conversions 
▢ Last Click or Direct Conversions 
▢ None of these metrics 
 
In the Position Based attribution model: 
 
▢ Each touchpoint receives equal credit 
▢ Credit is assigned to touchpoints on a sliding scale 
▢ The last touchpoint receives 100% of the credit 
▢ First and last touchpoints receive more credit than those in the middle 
 
Which of the following metrics would most likely indicate a website that is performing well? 
 
▢ % New Users < 50% 
▢ Avg. Session Duration < 1 minute 
▢ Bounce Rate > 90% 
▢ Bounce Rate < 30% 
 
   

Copyright © 2019 Loves Data Pty Limited www.lovesdata.com Version: July 2019 Page 7
 
Google Analytics Certification Resources by Benjamin Mangold 
 

What URL parameter is used for auto-tagging URLs from Google Ads? 
 
▢ userid 
▢ _ga 
▢ gclid 
▢ utm 
 
The Data Model for Google Analytics consists of users, sessions and interactions. What do 
interactions include? 
 
▢ Pageviews only 
▢ Events only 
▢ Transactions only 
▢ Pageviews, Events and Transactions 
 
What is a 'secondary dimension'? 
 
▢ An extra option for weighting the importance of metrics 
▢ An extra dimension you can add to a report 
▢ An extra metric you can add to a report 
▢ An extra way to visualize data in a dashboard 
 
Which of the following represents the hierarchy of a Google Analytics account? 
 
▢ Account, property, view 
▢ View, account, property 
▢ Account, view, property 
▢ Property, view, account 
 
What does the 'bounce rate' tell you in Google Analytics? 
 
▢ Percent of user site exits 
▢ Percent of sessions where a user lands on your website and exits without any 
interactions 
▢ Percent of sessions where a user exits from the homepage 
▢ Number of times a unique user returned to the website 
 
Which tool would you use to analyse the behavior of new and returning website customers? 
 
▢ Multi-channel funnels 
▢ View filters 
▢ Real-time reports 
▢ Segmentation 
 

Copyright © 2019 Loves Data Pty Limited www.lovesdata.com Version: July 2019 Page 8
 
Google Analytics Certification Resources by Benjamin Mangold 
 

If you wanted a custom report with a static sortable table, which of the following options should 
you use? 
 
▢ Map overlay 
▢ Flat table 
▢ Pivot table 
▢ Explorer 
 
 
 
 
 

   

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Google Analytics Certification Resources by Benjamin Mangold 
 

Extra Resources 
 
● Google Analytics glossary: h ​ ttps://lovesdata.co/nmCyu  
● How to master Google Analytics: ​https://lovesdata.co/YNDvP  
● Tracking campaigns with Google Analytics: ​https://lovesdata.co/dhKuk  
● Setting up site search reports: h ​ ttps://lovesdata.co/RTIIs  
● Configuring goals: h
​ ttps://lovesdata.co/Tkowk  

Wrap Up 
 
This guide is designed to include the most important resources for passing Google’s exam and 
becoming certified in Google Analytics. Becoming certified is a great way to demonstrate your 
understanding of Google Analytics. 
 
Let me know when you pass the exam. I’d love to hear from you! You can contact me at 
[email protected]​ – I’m also looking forward to hearing how you’re using Google Analytics. 
 
When you’re ready to learn more about Google 
Analytics, Google Tag Manager and other important 
tools, join me in my courses. You can find details at 
https://lovesdata.co/G7JwJ  
 
– Benjamin 
 
 

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