Google Analytics Individual Qualification (IQ) Exam Practice Test
The Google Analytics Individual Qualification (IQ) Certification is a globally recognized credential that validates your proficiency in using Google Analytics to measure and improve digital marketing performance. This certification exam is designed for digital marketers, analysts, business owners, and anyone involved in data-driven decision-making to demonstrate their expertise in understanding and leveraging Google Analytics features.
What is the Google Analytics IQ Exam?
The Google Analytics IQ exam tests your knowledge of digital analytics concepts, including setting up and configuring Google Analytics, analyzing reports, tracking campaign performance, and interpreting data to improve marketing strategies. Passing this exam proves you can effectively use Google Analytics to gather insights and optimize website and app performance.
What Will You Learn?
By preparing with our practice tests, you will master key concepts such as:
Understanding GA4 and Universal Analytics differences
Configuring account settings and data streams
Tracking user behavior through events and conversions
Setting up audiences and custom dimensions
Analyzing acquisition, engagement, monetization, and retention metrics
Using Google Tag Manager with GA4
Troubleshooting data collection issues and using DebugView
Understanding data privacy, consent, and compliance in analytics
Topics Covered
Our comprehensive practice test covers all essential topics you’ll encounter on the actual exam, including:
Google Analytics interface and reports
Data collection and processing
Event tracking and configuration
Audience creation and segmentation
Conversion tracking and attribution
Integration with Google Ads and other platforms
Data privacy and governance best practices
Analysis techniques and interpretation of data insights
Why Choose Exam Sage for Your Google Analytics IQ Exam Preparation?
Exam Sage offers high-quality, up-to-date practice questions that simulate the real exam environment, helping you build confidence and improve your test-taking skills. Our questions come with detailed explanations, enabling you to learn from mistakes and deepen your understanding of core concepts. With Exam Sage, you get:
Expertly crafted questions aligned with Google’s exam objectives
Immediate feedback with thorough answer explanations
Practice tests that reflect current Google Analytics updates
Easy-to-use online platform accessible anytime, anywhere
Affordable and reliable study resources tailored for busy professionals
Prepare effectively, boost your analytics skills, and earn your Google Analytics Individual Qualification certification with Exam Sage — your trusted partner in exam success.
Sample Questions and Answers
1. What is the main purpose of Google Analytics?
A) To manage Google Ads campaigns
B) To analyze website and app performance
C) To design websites
D) To publish online content
Answer: B
Explanation: Google Analytics is a tool used to track, report, and analyze website and app usage. It provides insights into user behavior, traffic sources, and conversions.
2. Which feature allows you to compare data segments in Google Analytics?
A) Filters
B) Dimensions
C) Segments
D) Events
Answer: C
Explanation: Segments allow you to isolate and analyze subsets of data, such as returning users or mobile traffic, making it easier to compare performance across audience types.
3. What type of hit does Google Analytics track by default?
A) Conversion hit
B) Event hit
C) Pageview hit
D) Transaction hit
Answer: C
Explanation: A pageview hit is the default hit type in Google Analytics when a page loads and the tracking code executes.
4. What is the maximum number of views you can create in a Google Analytics property?
A) 10
B) 25
C) 50
D) 100
Answer: C
Explanation: Each Google Analytics property can have up to 50 views (reporting profiles), allowing users to set up multiple filtered views.
5. Which of the following is NOT considered a source in Google Analytics?
A) google
B) direct
C) email
D) organic
Answer: D
Explanation: “Organic” is a medium, not a source. Sources include specific origins like “google” or “bing.”
6. What does a medium describe in Google Analytics?
A) The device used
B) The method by which traffic arrives at your site
C) The geographic location of users
D) The content category
Answer: B
Explanation: Medium describes the general category of the source, such as “organic,” “referral,” or “cpc.”
7. In GA4, what replaces goals from Universal Analytics?
A) Sessions
B) Events
C) Conversions
D) Channels
Answer: C
Explanation: In GA4, conversions are defined by marking specific events as conversion events.
8. Which of the following reports shows where your website visitors are geographically located?
A) Behavior > Site Content
B) Acquisition > All Traffic
C) Audience > Geo > Location
D) Conversions > Goals
Answer: C
Explanation: The Geo > Location report shows where your users are located, down to the city level.
9. What is a bounce in Google Analytics?
A) A user who views only one page and leaves
B) A user who completes a goal
C) A repeat visitor
D) A click on a link
Answer: A
Explanation: A bounce is a session with only one interaction hit (e.g., one pageview and no further actions).
10. What tool is used to set up custom dimensions and metrics in GA4?
A) Firebase Console
B) Admin Panel
C) Tag Manager
D) BigQuery
Answer: B
Explanation: In GA4, custom dimensions and metrics are set up in the Admin > Custom Definitions section.
11. Which of the following best describes a session in Google Analytics?
A) A user’s interaction with a site across devices
B) A group of user interactions within a given time frame
C) A single pageview
D) A user’s visit to a landing page
Answer: B
Explanation: A session is a group of interactions (pageviews, events, transactions) that occur within a given timeframe.
12. Which platform is integrated with GA4 for creating audiences used in remarketing?
A) Google Data Studio
B) Google Optimize
C) Google Ads
D) Search Console
Answer: C
Explanation: Google Ads integrates with GA4 for using Analytics audiences in remarketing campaigns.
13. What is the default session timeout in Google Analytics?
A) 15 minutes
B) 30 minutes
C) 1 hour
D) 24 hours
Answer: B
Explanation: By default, a session ends after 30 minutes of inactivity.
14. Which of the following is a valid dimension in Google Analytics?
A) Revenue
B) Bounce Rate
C) Page Title
D) Sessions
Answer: C
Explanation: “Page Title” is a dimension. Dimensions describe characteristics of users or sessions, while metrics are numerical values.
15. Which GA4 report allows you to analyze user actions over time?
A) Path Exploration
B) Session Overview
C) Lifetime Value
D) Funnel Visualization
Answer: A
Explanation: Path Exploration in GA4 helps analyze user journeys and how they navigate through your site or app.
16. How are users uniquely identified in GA4?
A) IP Address
B) Email
C) User ID or device ID
D) Cookies only
Answer: C
Explanation: GA4 uses either device ID (automatically) or User ID (if set up) to uniquely identify users.
17. What is event parameter in GA4?
A) A unique user ID
B) A session attribute
C) A value passed to provide context to an event
D) A goal type
Answer: C
Explanation: Event parameters provide additional context about the event (e.g., button_name = “Submit”).
18. What does a conversion rate represent in Google Analytics?
A) Average number of sessions per user
B) Percentage of sessions that resulted in a conversion
C) Pageviews per user
D) Bounce rate
Answer: B
Explanation: Conversion rate is the percentage of sessions or users that completed a desired goal or action.
19. What is the benefit of using UTM parameters in URLs?
A) Improve search engine rankings
B) Track offline conversions
C) Track marketing campaign performance
D) Hide sensitive data
Answer: C
Explanation: UTM parameters are used to track the performance of campaigns by tagging URLs with source, medium, and campaign information.
20. What happens if a user visits your site with ad-blockers enabled?
A) They are tracked normally
B) Google Analytics data will be inflated
C) They may not be tracked at all
D) Their data is stored locally only
Answer: C
Explanation: Ad-blockers can prevent GA scripts from loading, meaning the user may not be tracked.
21. What is the benefit of enabling enhanced measurement in GA4?
A) Allows user data exports
B) Enables offline event tracking
C) Automatically tracks common interactions
D) Improves ad targeting
Answer: C
Explanation: Enhanced measurement automatically tracks events like scrolls, outbound clicks, site search, and file downloads without additional code.
22. What type of data is restricted by privacy laws like GDPR?
A) Pageviews
B) Personally identifiable information (PII)
C) Device type
D) Session duration
Answer: B
Explanation: GDPR and similar laws restrict collection and processing of PII, such as names and email addresses.
23. What does a high bounce rate typically indicate?
A) Good user engagement
B) Strong site speed
C) Low page views per session
D) Effective call-to-actions
Answer: C
Explanation: A high bounce rate often suggests users leave the site without exploring further, indicating potential UX or content issues.
24. What role does Google Tag Manager play with Google Analytics?
A) It replaces Google Analytics
B) It serves as a data visualization tool
C) It manages and deploys tracking tags without code changes
D) It is used to write SQL queries
Answer: C
Explanation: Google Tag Manager simplifies the deployment and management of GA tags and other marketing scripts.
25. What does the ‘not set’ value in a report typically indicate?
A) Data was blocked by a user
B) A tracking error or unavailable value
C) Low session time
D) Session timeout
Answer: B
Explanation: ‘Not set’ indicates GA couldn’t determine the value for that dimension, often due to missing or improperly configured tags.
26. Which report in GA4 shows user acquisition by channel or source/medium?
A) Traffic Sources
B) Engagement
C) User Acquisition
D) Page Paths
Answer: C
Explanation: The User Acquisition report shows how new users arrived at your site (e.g., organic, referral, direct).
27. Which action will NOT end a session in GA?
A) 30 minutes of inactivity
B) A user closes the browser
C) A user switches campaign sources
D) User refreshes the same page
Answer: D
Explanation: Refreshing the page counts as continued interaction and does not end the session.
28. In GA4, what is the default attribution model?
A) Last-click
B) Linear
C) First-click
D) Data-driven
Answer: D
Explanation: GA4 uses data-driven attribution by default, which uses machine learning to assign credit to touchpoints based on observed data.
29. How many events per property can GA4 automatically collect without customization?
A) 4
B) 6
C) 10
D) Unlimited
Answer: B
Explanation: GA4 automatically collects six events when enhanced measurement is enabled.
30. Which of the following is NOT an automatically collected event in GA4?
A) page_view
B) session_start
C) form_submit
D) user_engagement
Answer: C
Explanation: form_submit is not collected automatically; it needs to be manually configured via GTM or tagging.
31. What metric helps you understand how long users stay on your site?
A) Bounce Rate
B) Average Engagement Time
C) Exit Rate
D) Scroll Depth
Answer: B
Explanation: In GA4, “Average Engagement Time” indicates the average time users actively interact with your content.
32. In Universal Analytics, what type of goal would you use to track a completed form submission?
A) Destination
B) Duration
C) Event
D) Pages/Screens per Session
Answer: A
Explanation: A destination goal is triggered when a user reaches a specific URL, like a “Thank You” page after submitting a form.
33. How does Google Analytics determine a user’s default channel grouping?
A) By UTM campaign name
B) By the user’s location
C) By matching source/medium against channel definitions
D) By referral exclusion settings
Answer: C
Explanation: Default channel groupings are based on matching traffic source data (source/medium) to predefined rules.
34. What is the primary benefit of linking Google Ads with Google Analytics?
A) Better mobile app tracking
B) Access to real-time revenue reporting
C) Importing Analytics audiences into Ads
D) Collecting demographic data
Answer: C
Explanation: Linking lets you share audiences and conversion data between Google Ads and Analytics, improving remarketing and bidding.
35. In GA4, which feature helps identify user drop-off in a multi-step process?
A) Realtime report
B) Funnel Exploration
C) Session Timeout
D) Enhanced Measurement
Answer: B
Explanation: Funnel Exploration visualizes user progression through steps and highlights where users exit the process.
36. What is a “referral” in Google Analytics?
A) Traffic from search engines
B) Traffic from social media
C) Traffic that arrives from another website via a link
D) Traffic from paid ads
Answer: C
Explanation: Referral traffic is generated when users click a link on another website that directs them to your site.
37. Which Google Analytics feature prevents counting internal employee traffic?
A) Campaign tracking
B) IP filters
C) Custom dimensions
D) Session settings
Answer: B
Explanation: You can use filters to exclude traffic from specific IP addresses (e.g., your office network).
38. What does “Event Count” mean in GA4?
A) Number of conversions
B) Number of sessions with an event
C) Number of times an event triggered
D) Number of users triggering events
Answer: C
Explanation: Event Count tracks how many times a specific event (e.g., “video_play”) was triggered.
39. What is the purpose of cross-domain tracking?
A) To compare domains
B) To combine data from multiple Analytics accounts
C) To track users across different websites as one session
D) To increase session timeout
Answer: C
Explanation: Cross-domain tracking ensures user sessions persist across multiple domains, such as between a main site and a payment gateway.
40. What tool can help you test whether your GA tracking code is working correctly?
A) Google Tag Assistant
B) Search Console
C) Google Ads Editor
D) Firebase
Answer: A
Explanation: Google Tag Assistant verifies if tags are firing correctly on your website.
41. What is a benefit of creating custom audiences in GA4?
A) Enables offline conversion tracking
B) Allows you to export data to Excel
C) Helps with custom reporting
D) Lets you target users in Google Ads campaigns
Answer: D
Explanation: You can build audiences based on user behavior and use them in Google Ads for remarketing.
42. Which event is automatically collected when a user interacts with a scrollable page (with enhanced measurement enabled)?
A) scroll_90
B) page_bottom
C) scroll
D) engagement_scroll
Answer: C
Explanation: The scroll event is triggered automatically when a user scrolls 90% down a page.
43. How can you identify which pages generate the most conversions in GA4?
A) Use the Realtime Overview
B) Check Traffic Acquisition
C) Use Conversions > Pages
D) Create an Exploration report using Page Path and Conversions
Answer: D
Explanation: In GA4, use the Explore section to create a custom report that pairs page path with conversion events.
44. What is the purpose of user properties in GA4?
A) Track page performance
B) Store session data
C) Store descriptive information about users
D) Replace segments
Answer: C
Explanation: User properties describe characteristics like language, membership level, or preferences and persist across sessions.
45. What does a high exit rate on a page suggest?
A) Users are not scrolling
B) Users are leaving the site after viewing that page
C) The page is loading too slowly
D) There are no events being triggered
Answer: B
Explanation: A high exit rate indicates that many users are leaving your site from that page.
46. What is a valid reason to use custom dimensions in Google Analytics?
A) To track screen resolution
B) To track demographic data
C) To collect data not automatically tracked, like membership type
D) To track ad click performance
Answer: C
Explanation: Custom dimensions let you send additional data not captured by default, such as logged-in user roles or subscription tiers.
47. What type of report in GA4 allows you to build complex queries using drag-and-drop?
A) Standard Reports
B) Realtime Reports
C) Explore Reports
D) Acquisition Overview
Answer: C
Explanation: GA4’s Explore section provides advanced reporting through drag-and-drop variables and visualizations.
48. What is a valid reason your GA4 data may differ from Universal Analytics?
A) GA4 blocks third-party cookies
B) GA4 uses a session-based model
C) GA4 tracks based on events and has different attribution rules
D) GA4 uses outdated technology
Answer: C
Explanation: GA4’s event-based model and different session handling and attribution windows lead to data discrepancies.
49. What is the main difference between metrics and dimensions?
A) Dimensions are numeric; metrics are not
B) Dimensions are categories; metrics are numbers
C) Metrics are qualitative; dimensions are quantitative
D) They are interchangeable in reports
Answer: B
Explanation: Dimensions categorize data (e.g., device type), while metrics are numeric measurements (e.g., bounce rate).
50. What GA4 event is triggered when a user stays on a page for at least 10 seconds, or views 2+ pages, or triggers a conversion?
A) session_engagement
B) user_engagement
C) engagement_start
D) stay_event
Answer: B
Explanation: The user_engagement event triggers when any one of those three engagement conditions are met.
51. What can you do in the GA4 DebugView?
A) Create new conversions
B) Preview reports before publishing
C) View real-time event and parameter data from test users
D) Import offline data
Answer: C
Explanation: DebugView in GA4 shows real-time event activity from debug-enabled devices for QA and testing.
52. In GA4, how do you define a conversion?
A) Create a goal
B) Set up a funnel
C) Mark an existing event as a conversion
D) Configure a campaign
Answer: C
Explanation: In GA4, conversions are defined by toggling the “Mark as conversion” switch on a tracked event.
53. How often does Google Analytics update standard reports?
A) Every second
B) Every 4 hours
C) Every 24–48 hours
D) At least once per day (often within a few hours)
Answer: D
Explanation: Standard report data is updated at least once daily but usually within a few hours depending on traffic.
54. What is an “event parameter” in GA4 used for?
A) Filtering bots
B) Defining campaign duration
C) Adding context to an event
D) Triggering session resets
Answer: C
Explanation: Event parameters add extra detail to events, such as category, label, or action names.
55. What feature in GA4 helps you visualize how users progress through a website checkout flow?
A) Path Exploration
B) Funnel Exploration
C) DebugView
D) Realtime Engagement
Answer: B
Explanation: Funnel Exploration tracks steps (e.g., cart > payment > confirmation) to identify drop-offs.
56. What does “direct” traffic typically mean in GA reports?
A) The user came from Google Search
B) The user clicked a display ad
C) The source couldn’t be identified (e.g., typed URL directly)
D) The user came from a referral
Answer: C
Explanation: Direct traffic means Analytics couldn’t determine the source—commonly due to direct URL entry or missing UTM tags.
57. How can you exclude a specific page from being tracked in GA4?
A) Use a tag exclusion rule in Google Ads
B) Create a filter in GA4
C) Exclude it in the web stream configuration
D) Block the GA tag from firing using Google Tag Manager
Answer: D
Explanation: Use GTM to conditionally block the tag from firing on specific pages (e.g., internal or thank-you pages).
58. Which of the following CANNOT be tracked in GA4 without additional configuration?
A) Pageviews
B) File downloads
C) Scrolls
D) Phone call clicks
Answer: D
Explanation: Click-to-call actions require additional setup via event tagging or Tag Manager.
59. Which report would you use to understand how new users are finding your site?
A) Acquisition > User Acquisition
B) Engagement > Pages
C) Conversions > Events
D) Behavior > Site Content
Answer: A
Explanation: The User Acquisition report focuses on how new users arrived (e.g., source, medium, campaign).
60. In GA4, how can you identify high-converting traffic sources?
A) View Realtime reports
B) Compare source/medium in the Explore report with conversions
C) Filter by device in the Audience report
D) View DebugView
Answer: B
Explanation: Use Explore reports to correlate traffic sources with conversion metrics for performance insights.
