[UPDATED] Google Analytics Interview Questions to get High Paying Job


Google Analytics Interview Questions and Answers

When it comes to creating a successful business on the Internet, measurement and statistics play a vital role. That’s the reason many organisations look for a candidate who has a strong command of Google Analytics. If you are on this page, then I am sure that you are looking for some commonly asked Google analytics interview questions and answers.

Before that, I share some frequently asked Google Analytics question, let’s understand why you need Google Analytics.

What is Google Analytics?

Google Analytics is a free web analytics service offered by Google that tracks the website traffic, app data to gain customer insights. Whether you own a store or blog, your success depends on how you understand your customer, that’s what Google Analytics does for Search engine Marketer.   

It was launched in November 2005. With the help of Google analytics, you can identify customer behaviour and make strategic changes to improve the goal conversion rate. As I experienced this freemium Tool I have found some key benefits of using this, some of them are –

  1. You can measure where a visitor came from to your website
  2. It helps to understand which geographical region brings you the most customers
  3. It helps to segment your business’s customer base.
  4. To check if you are achieving your Business Goal
  5. For understanding, which searches term brings traffic to the website

Top Google Analytics Interview questions you need to learn Right now!

1. What is a Session?

Website session in google analytics tells you how much interactive and informative your site is. More precisely, A Session in google analytics is the group of interaction, a user takes within a given time frame.

By default in Google analytics, the time frame is set to 30 minutes. It means if a user interacts with your website and browse pages at that time frame, it will call a session. If that user continues the browsing after that time, then it will count a new session.

Now the question arises, Can we modify the time frame of 30 minutes?

The answer is YES!

The session can be one minute long to four hours.  

2. What is meant by KPI in Analytics?

KPI is an acronym for Key Performance Indicator. It is a way to measure the efforts of any online campaign. By using KPI, we can measure the important actions which have some meaning for your business.

It may be clicks, visits, session, new visitors, returning visitors, goals etc.

3. What are the events in Google Analytics?

An event is used to collect data about interaction within your web page or a screen load. Such as pdf downloads, flash element, click to call tracking, video play all can be tracked as an Event.

If you want to see the event data in Google Analytics, you have to follow below steps –

  1. Sign in to google analytics account
  2. Navigate to property view
  3. Open Reports, which can be found just below to customization section
  4. Click behaviour Tab.
  5. Click on Events.

Moreover, an Event hit has 4 components, which you can see in the Event report, these are –

  • Category
  • Action
  • Label (optional)
  • Value ( Optional)

4. What is Bounce Rate and what is the difference between Exit rate and bounce rate?

In google analytics, Bounce rate is considered as a number of visits which is limited to the single page visit. whenever you search for anything, you type it on Google, then you click on the search result and visited a webpage. In such a case, if you don’t visit any other page, then it is called a Bounce.

The bounce rate for a website can be 30% to 70%, anything over this limit means your website needs some optimization.

Although, much Digital marketing Expert find it hard to explain the difference between Bounce Rate and Exit rate, and it is commonly asked in any Digital Marketing Interview, so let’s crack the difference between them –

Exit rate is simply a percentage of visitors who actively click away to a different site from a webpage.

To Dig deeper into this topic, you can visit this link 

5. What are the goals and How can you create goals in Google Analytics?

You will agree with my point that Every website, which is online has its own objective. Google analytics allows you to track those objective/ interactions of your site. These objectives may be a form of submission, button clicks, newsletter sign up. pdf download etc.

When a website visitor performs this specific section, that we have defined as a goal, GA records this as a conversion.

Below are the steps which you need to follow in order to step the Goal –

  1. Sign in to google analytics
  2. Navigate to Admin tab, and navigate to the view, where you want to create goals
  3. Visit “Goals”.
  4. Click on +NEW GOAL, or import those from a gallery.

There are 4 types of Goals  –

  1. Destination Goal
  2. Duration Goal
  3. Event Goal
  4. pages/session

Top things to know about Goals –

  • In 1 property view, you can create 20 goals.
  • To see the goal report you need to create a goal.
  • You can’t delete a Goal.

6. What is Funnel in Goals?

Funnel us a series of web pages which you expect your website user to follow in order to complete a Goal. As an example, you have created a goal for form submission, and you want your visitor to visit the homepage, then your product page and after that, he or she can submit the enquiry form.

In such case the funnel will be: Home Page > Product Page>thank you page.

You can see Funnel Visualization report under, Conversion Tab in Google Analytics.

Types of Google Analytics Funnel –

  1. Goal Funnel
  2. Sales Funnel
  3. Multi-Channel Goal funnel
  4. Multi-Channel sales funnel

7. What is the use of Acquisition Reports?

In Google analytics, Acquisition report tells you where your visitors came from, whether they came from Search Engine, social networking sites, or referrals. For a Digital marketing professional or business owner, it becomes necessary that what activities are leading to the maximum traffic and conversions.

8. Can we track Google Adsense data in Google Analytics?

Yes! Google Analytics allows you to integrate the Google Adsense account with Analytics. By doing this, you can track the performance of ads and optimize them for maximum revenue. there are many reasons to track ads, some of them are –

  1. Track CTR
  2. Identify the most effective placements
  3. Identify the ads your audience is ignoring

9.  How can you identify where your site visitors are clicking the most?

Google analytics has its own In-page analytics section where you can identify where your site visitors are clicking once they landed on your site. I think it is one of the most underrated features of GA.

Recently this feature has gone from GA UI, now you can access this report by Chrome plugin by visiting this link 

10. What are the different ways of tracking conversions on the website?

Conversion in Google analytics is called a Goal, there are 4 ways to track conversion –

  1. Destination – A destination conversion is recorded when a user visits a specific URL. It may be your thank you page.
  2. Duration – Duration conversion is recorded when a user spends any given time to the site. It helps the analyst to identify how the visitor consuming the content.
  3. Pages per session – If you want to record the number of page visits in a single session.
  4. Event – Event is a specific action on a website, it may be a button click, page scroll, video play etc.

11. What is an audience list in Google Analytics?

The value of any business is in retention, that’s why Google Analytics becomes handy to increase the conversion at a lower cost. Under the audience Tab, you can create different types of audience based on their behaviour. Some of them are –

  1. All User
  2. New user
  3. Returning User
  4. Converted visitors
  5. User visited a specific section.

The Membership duration is by default set to 30 days, you can modify it as per your convenience.

12. Name the different types of product linking in Google Analytics?

Google analytics lets you integrate the other products to get the most of the Data, some products which you can link with Google Analytics is –

  1. Search Console
  2. Adsense
  3. Adwords
  4. Ad exchange
  5. DoubleClick Bid Manager (DBM)
  6. BigQuery
  7. DoubleClick Campaign Manager
  8. Google Play
  9. DoubleClick Search
  10. Postbacks

By far the frequency of this question in Google Analytics Interview questions is low but it has must have the information you need to know as a Google Analytics professional.

13. What is Direct Traffic in Google Analytics?

In Google Analytics, Direct traffic is considered when a visit starts without a referrer being passed by web browsers.

I want to clear your doubt, that Direct traffic is not limited to the direct visits which come by typing the URL in the browser’s address bar.

Examples of Direct Traffic –

  1. “Type in” Traffic
  2. Bookmarks Traffic
  3. Traffic from Apps
  4. Traffic from non-web Document
  5. desktop email clients Traffic
  6. Traffic from Instant messenger or online chat room
  7. Links which use ‘rel=noreferrer’ attribute.

Google Analytics can report direct traffic in two ways

  1. As a traffic source (source/medium report)
  2. As a marketing channel (channel Report)

These are some Frequently asked google Analytics Interview questions with answers. I recommend you to learn before you go for the next Interview. I will add some more question in next month so do not forget to Bookmark this page.