Category Archives: Google Analytics

How to Pass the Google Analytics Exam

Well, it’s September and back to school time around here.

If you’re working in online marketing and planning to up-skill, or simply want to have certification to go with your skills, the Google Analytics Individual Qualification is a great place to start.

Google Analytics screenshot

For those of you unclear about what Google Analytics is, it’s a free web analytics tool hosted by Google which is installed on over 10 million websites worldwide.

So it’s quite the cookie monster!

The purpose of using an analytics tool to gather data on how visitors use your site is to gain actionable insights, which inform website or business improvements. While Google provide the data, interpreting it and using it to make useful changes for the purpose of increasing conversions is at the crux of it.

Google provides a certification for individuals working with the package and this is a fantastic way of validating your knowledge. It also adds a layer of confidence for prospective clients and employers alike.

Certification Details

  • It costs $50 (around €39) – if you don’t get the exam first time you can retake after 14 days but you do have to pay again
  • The certification lasts 18 months.
  • You can add your name to a publicly searchable directory of certified individuals which you can see here by selecting ‘Search for Qualified Individuals’.
  • 70 multiple choice questions – some with more than 1 answer
  • Duration is 90 minutes
  • Pass mark is 80%
  • Open book exam – you can have an analytics account and the notes open while you do the exam
  • Pause test option – unlike the AdWords exams you can pause the test and come back to finish it within 5 days
  • When you’re finished you’re given your score straight away. So you can tell how many questions you got wrong – if any. But they don’t tell you which ones. (I got 2 wrong – grrh..)
  • You take the test at http://google.starttest.com

Format of IQ Exam

  • 70 multiple choice questions – some with more than 1 answer
  • 90 minutes
  • Pass mark is 80%
  • Open book exam – you can have an analytics account and the notes open while you do the exam
  • Pause test option – unlike the AdWords exams you can pause the test and come back to finish it within 5 days

When you’re finished you’re given your score straight away. So you can tell how many questions you got wrong – if any. But they don’t tell you which ones. (I got 2 wrong – grrh..)

Exam content

The best place to start to study for the exam is at Google Analytics Conversion University. This is a series of presentations provided free by Google which covers pretty much all the content in the exam.

At the time of writing the presentations don’t include the new features of Google Analytics such as:

  • Content Experiments (Website Optimizer is to be deprecated)
  • Social
  • Mult-Channel Funnels

My exam didn’t have questions relating to these, but it did have a question on Real-time Reporting which isn’t covered in the presentations. So, best practice is to cover all aspects and functionality. In order to be a practitioner you need to be able to use all these reports anyhow.

Google Analytics Study Tips

While going through the presentations it’s a good idea to:

  • have an analytics account open to practice and make sure you know where to find things
  • take a copy of the text notes for later revision

Practice questions are available on the community site http://www.googleanalyticstest.com. This is a great resource (and free) for going through similar questions and has a built-in scoring system. You may find the answers need to be clarified or corrected though. I corrected one and they responded really quickly. But it’s fantastic for testing your knowledge. In my experience, the questions are more difficult than those in the actual exam and are sometimes more ambiguous than those in the exam.

Another useful resource is the Google Analytics Test Guide provided by Slingshot SEO.

For further Google Analytics study subscribe to the Google Analytics blog and also to Avinash (middle name Ninja!) Kaushik’s blog Occams Razor. His tagline is ‘data driven decision making uncomplexified’.

Google Analytics Exam Tips

Keep the following open while you do the test:

Some of the questions have more than 1 correct answer and for some they tell you how many options to tick, but for others they don’t. For some it’s a case of choosing the ‘best’ or most sensible answer. In Google Analytics there are often different ways to do things.

Good luck!

If you’d like to set up a one-on-one Google Analytics training session using your own website/s do give me a call.

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