Top 45 Google Analytics Interview Questions and Answers

Did you know that Google Analytics has 28.1 million users worldwide? It is also projected that the number of websites using Google Analytics will only increase over the coming years.

This steady rise of Google Analytics, which can be attributed to its reliability, has made it an intrinsic part of digital marketing. Thus, it is crucial for every candidate seeking a future in digital marketing to familiarise themselves with the ins and outs of the tools like Google search console and analytics to secure a good career in the domain. Apart from understanding important concepts, it’s also necessary to prepare some frequently asked Google Analytics interview questions to stand out in the hiring process.

To assist you, we have put together a comprehensive list of interview questions and their appropriate responses for entry-level as well as expert-level jobs.

Basic-Level Google Analytics Interview Questions

If you are a college graduate and have no prior experience with analytics tools such as Google Analytics, it is better to have an idea of the type of questions you will go through. This practice will greatly and positively impact your hiring. So, let’s begin with some basic-level questions.

1. What do you understand about the Google Analytics tool? Explain it in brief.

This will probably be the first interview question you will encounter in the technical round of the interview. The answer is simple. Google Analytics is a free web analytics tool, which is offered by Google. It helps you to monitor and assess the effectiveness of your website and it is also used as one of the digital marketing tools to run campaigns and extract valued data.

It provides useful insights from the data it examines as well as from website traffic analysis to tracking impressions in social media marketing. With the help of its tracking code, Google Analytics keeps a well-mannered track of all the user behaviors when they visit your site. 

2. Mention some important features of Google Analytics.

Google Analytics has the following important features. It can:

• Gather all of your website reports automatically.
• Provide insights into the website in real-time.
• Generate customized reports for your website.
• Integrate quite well with other platforms such as Google Products and Google AdWords. 

3. What sets apart Google Analytics from other web analytics tools?

Google Analytics is the most widely used platform owing to its effectiveness in analyzing the results of digital marketing campaigns. It offers data on user traffic sources, demographics, and important website metrics. A very crucial factor behind the popularity of Google Analytics is that you can use it cost-free. By using Google Analytics:

• You can develop strategies in content marketing
• Increase website traffic
• Improve visitor retention 

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4. What are some user behaviors on Google Analytics?

The user behaviors on Google Analytics include the following:

• User management 
• Conversion rate
• Demographics 
• Visitors flow on your website  

5. What methods does Google Analytics majorly use for collecting user information available on your website?

Google Analytics makes use of various different data aggregation methods to collect important user data from your website. 

These methods primarily include: 

• Session level 
• Event level
• User level
• Pageview level 

The main objective of Google Analytics behind collecting user data is to assist you in making crucial choices that will further enhance your site performance as well as the generated revenue.

6. Describe a Session on Google Analytics.

A Session on Google Analytics is referred to as the number of website interactions a user performs within a stipulated period of time. These actions can include visiting pages, downloading e-books from your website, buying your advertised products, etc. A Session is usually started when a user accesses your website. The Session usually lasts for about 30 minutes, however, this duration can be further changed.

7. How do Goals in Google Analytics work?

By setting up Goals in Google Analytics, you can monitor user interactions happening on your website. You can also specify the type of interactions you specifically want to monitor. These parameters can be e-book downloads, form submissions, thank-page visits that occur after purchasing, and many more. 

The Goals in Google Analytics enable you to see how your website is performing in comparison to your desired objectives. Per web property, you are allowed to have 20 goals in Google Analytics. 

8. What does the term Conversions specify? How can we use Google Analytics to track conversions?

Conversions on a website occur whenever your pre-defined goals in Google Analytics are met. The reaching of these goals results in a return on investment for your website. In simple terms, a conversion is a type of user action, which is completed successfully on your website. 

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9. What are the different types of Conversions?

The conversions on a website can be from any of the following activities:

• A user completes a form on your website.
• A user registers for a newsletter.
• A user engages with your website content at a high level.

The completion of such actions is a pre-determined goal on Google Analytics and is significant to your business. 

10. What does the term KPI in Analytics mean?

A Key Performance Indicator, or simply KPI, is referred to as a quantifiable performance indicator. According to your business objectives, this indicator assists you in effectively monitoring and evaluating your website’s performance. Your marketing objectives can emerge as more operational by using Key Performance Indicator in Google Analytics.

11. Give us some examples of KPIs.

Some examples of Key Performance Indicators are:

• Users
• Sessions
• Average Time
• Pageviews
• Bounce Rate
• Conversion Rate

Also Read: Digital Marketing Interview Questions and Answers

12. What does a Funnel in Goals mean?

This is one of the most frequently asked questions in Google Analytics interviews. A Funnel is a sequence of web pages that visitors must go through in order to accomplish website goals. A Funnel is also known as a Navigation Path.

A Funnel is made up of combining a goal web page with one or more funnel web pages. Funnels in Google Analytics help you in locating the exact points where your users particularly enter and leave the sales process.

13. What kinds of Funnels are there in Google Analytics?

Different types of funnels that you can access in Google Analytics are:

• Goal Funnel
• Multi-Channel Goal Funnel
• Sales Funnel
• Multi-Channel Sales Funnel

14. What does the Attribution Tab in Google Analytics display?

The Attribution Tab displays the number of conversion events generated by each source and the ad network. Google Analytics has majorly two sections by which you can track the effectiveness of your attribution. These two sections are:

• Multi-channel funnels
• Attribution section 

15. Explain the operation of the Attribution Section in Google Analytics.

The Attribution Section in Google Analytics makes use of attribution modeling to tell you the worth of your every marketing channel. This section also aids you in understanding the origin of the sources on your website. These include site visitors of organic, referrals, as well as social types. 

16. What do you mean by Bounce Rates?

Bounce Rate is a very important topic among Google Analytics Interview Questions. The percentage of website visitors who leave your landing page without essentially visiting any other pages or without taking any particular action is known as the Bounce Rate.

17. How can you lower your website’s Bounce Rate?

You can possibly reduce the bounce rate of your website in a number of ways. A few of them are mentioned below.

• Boosting the engagement on your page by adding internal links, CTAs, etc.
• Enhancing the page speed of your website.
• Improving user experience on your landing pages.

18. What does Site Search Report in Google Analytics do?

With the help of the Site Search Report, you can conduct internal searches on a website. You can find ‘Search Terms’ used by people to find your website and the ‘Search Pages’ on the Site Search report. You can then design and optimize your pages according to how people usually search. 

Intermediate-level Google Analytics Interview Questions

These intermediate-level questions cover important technical terms and test your understanding of their functioning.

19. What is ROI?

ROI is an acronym for Return on Investments. You can use ROI reports in Google Analytics to determine the effects and efficiency of your multi-channel attribution models, which are specifically designed for Funnel data-driven purposes. 

20. How can you calculate ROI? Tell me its formula.

ROI, Return on Investments, is calculated by using the following formula:

ROI = (Revenue – Cost) / Cost

21. Tell us about Custom Metrics and Custom Dimensions.

Custom Metrics and Custom Dimensions in Google Analytics are pretty similar to the default options in your account. The only difference is that you can create Custom Metrics and Dimensions to gather and analyze data, which is not usually tracked by Analytics. To create or modify custom metrics and dimensions, you must have edit permissions for your account. 

22. What does the term Reverse Goal Path Report mean to you?

As the name suggests, a Reverse Goal Path Reportis used to follow the user’s path to the targeted webpage. The visitor’s final three steps in completing a goal are retraced inside the report.

23. How can you access a Reverse Goal Path Report?

To access a reverse path goal path report in Google Analytics, follow these steps:

Go to Conversions > Goals > Reverse Goal Path

24. How will you explain the term Event Tracking to me?

Event Tracking is a typical Google Analytics term. Events are defined as user interactions with the content available on your website. These interactions can be monitored separately from a screen load or a web page. This process is called Event Tracking in Google Analytics.

25. What are some common and most-used examples of Event Tracks?

Some examples of the actions you can track as user events on Google Analytics are:

• Download activities
• Flash elements
• Clicks on Mobile Ads
• Gadgets
• Video plays
• AJAX Embedded elements

As an example, you can also set up event tracking to see how many of your visitors downloaded your advertised e-book or watched a video on your website.

26. What is an Event Tracking activity comprised of?

The following are the three main components of Event Tracking in Google Analytics:

• Categories
• Action
• Labels

27. What does a Site Speed report in Google Analytics mean?

Site speed in Google Analytics demonstrates how quickly your webpage loads and is prepared to engage users. The site speed also helps you in pointing out areas in your website that need improvement. It is important to note that a slow site can impact your website’s ranking on Google. Therefore, is it essential to have a website that loads quickly. 

28. What extent of customization is possible in Google Analytics?

We can alter some features in Google Analytics to suit our needs. However, you cannot customize Google Analytics as a whole.

29. What purpose, according to you, does a Time Lag Report serve?

The Time Lag reports in Google Analytics help you in determining the interval of time between the initial session and goal completion. 

30. What does RPC mean in Google Analytics?

This question can be asked to gauge your level of expertise in the domain. RPC is the measure of online sales in Google Analytics. It stands for Revenue Per Click. RPC simply states and tells you the value of each and every link on your website. With the help of RPC, you can also find the keywords on your website that have a direct impact on your advertising campaign.

31. What do you mean by Visit Duration?

Visit duration in Google Analytics is the amount of time a visitor spends on your website.

32. What does an Event Action in Google Analytics determine?

The Event Action in Google Analytics is used to measure the types of events conducted on your website. An event is any action performed by a user on your website.

33.What is a Conversion Report in Google Analytics?

Conversion Reports in Google Analytics provide specific information on whether visitors succeeded in achieving the intended objective. These reports also help us identify whether a visitor became a customer or not. A conversion report usually demonstrates the steps your customers take from arriving to making a purchase on your website. 

34. Describe the Behavior Report in Google Analytics.

The Behavior Report in Google Analytics depicts the path taken by visitors as they move from one section on your website to another section. This report helps you in locating any consistency or content issues within the website.

35. What is Assisted Conversion Tabs in Google Analytics?

The Assisted Conversion Tabs are used in Google Analytics to evaluate the indirect worth of a marketing channel or your landing page. The term assisted conversions basically refers to the measure of interactions, different from the final click, that results in a conversion. 

Advanced-level Google Analytics Interview Questions

These advanced questions cover a wide range of various functionalities of the tool as well as how to retrieve different events and reports in the platform. 

36. What types of Custom Reports exist in Google Analytics?

Google Analytics offers three different kinds of Custom Reports:

• Explorer- This type of custom report consists of a data table and line graph along with elements such as sort, search, etc.
• Flat Table- This type of custom report is a static table of the sortable kind that contains several rows of data.
• Map Overlay- To show the volume of traffic and engagement, this type of custom report displays the world’s various regions and nations in darker colors on the map.

37. How can you configure and install tracking for mobile apps on Google Analytics?

The installation of tracking codes on your system aids you in collecting and sending the required crucial data from mobile applications to your Google Analytics tool. To install and set up a tracking code necessary for the mobile application, follow these steps:

1. Turn on the ‘App Install Tracking’ option in your account either for iOS or Android.
2. Update your analytics SDK for both Android and iOS.
3. Lastly, establish your customized campaigns as per your needs.

38. What are Custom events in Google Analytics and how do they work?

Many interviewers ask questions on this topic. Custom events or parameters are a more sophisticated kind of parameter that can be added alongside the URLs of your landing pages. Follow these steps to create a custom event in Google Analytics:

1. Pick a level of analytics.
2. Set your parameters. Custom parameters usually consist of two components – Name and Value.
3. Fill out the Custom parameter field with the custom parameter of your choice.
4. To the Tracking template field, add your selected custom parameter.

39. Mention a few Google Analytics reports for me.

The several kinds of reports in Google Analytics are the following.

• Content Efficiency report
• New vs Returning Visitors report
• Traffic Acquisition report
• Bounce rate vs Exit rate report
• Keyword Analysis report
• Landing Pages report

40. What is Cohort in Google Analytics?

The Cohort in Google Analytics is a collection of users who possess similar traits. The simpler way to define a Cohort is as a collection of visits, which particularly occur at the same time as well as with the same website content.

41. What are the different sections in a Cohort?

There are four sections in a Cohort. These are mentioned below.

• Cohort Type
• Cohort Size
• Metric
• Data Range

42. How does Google Analytics define an Attribution Model?

An Attribution is a rule, usually a set of rules, that establishes how sales credits and conversions are distributed among the conversion path touchpoints. 

43. What are the most widely used Default Attribution Models?

The Default Attribution Models in Google Analytics are the following:

• First Interaction
• Last Interaction
• Linear
• Position Based
• Time Decay
• Last Non-direct Click
• Last Google Ads Click

44. How will you define Benchmarking to me?

Benchmarking in Google Analytics is a tool that you can utilize to access how well your website performs when it is compared to the average of your business sector. You can also establish meaningful goals and understand ongoing industry trends with the help of the Benchmarking tool.

45. How can you view Benchmarking reports in Google Analytics?

Follow the below steps to view Benchmarking reports in Google Analytics.

Navigate to your view >> Select Reports >> Choose Audience >> Benchmarking

46. What are some of the reference points that can be used to compare your data against the benchmarks?

You can easily compare your data against the benchmarks in Google Analytics for the following metrics:

• Sessions
• Pages/Sessions
• % New Sessions
• Average Session Duration
• Bounce Rate

47. What is a Model Comparison tool in Google Analytics?

The model comparison tool in Google Analytics is used to compare the conversion metrics of your website. It does that by using various attribution modeling techniques. These are the last interaction, first interaction, time decay, etc. 

Conclusion

By reviewing the above Google Analytics interview questions and answers, you can get a better idea of the types of questions the interviewer might ask you. You must ensure that you also possess all the technical know-how about Google Analytics before attending a digital marketing interview.