Google Analytics Assessment Answers (Academy for Ads)

Google Analytics Individual Qualification Assessment Answers By Academy for Ads
Google Analytics Assessment Answers
Google Analytics Certification Exam Answers

The Google Analytics Individual Qualification covers basic and advanced Google Analytics concepts. This includes: planning and principles; implementation and data collection; configuration and administration; conversion and attribution; and reports, metrics, and dimensions.

STUDY GOOGLE ANALYTICS

Google Analytics for Beginners
Advanced Google Analytics

Google Analytics Assessment

90 minutes
70 questions
80% passing score

Disclaimer: Google trademarks are the property of Alphabet Inc. This website is not officially affiliated or endorsed by Google in any way.

257.) By default, when will Google Analytics NOT be able to identify sessions from the same user?:

When the sessions happen in the same browser on the same device
When the sessions happen in the same browser on the same day
When the sessions share the same browser cookie
When the sessions happen in different browsers on the same device

256.) What is a “secondary dimension” in Google Analytics?

An additional widget you can add to a dashboard for more specific analysis.
An additional dimension you can add to a report for more specific analysis.
An additional metric you can add to a report for more specific analysis.
A visualization that allows you to understand the impact of your data.

255.) Which of these represents the hierarchical structure of a Google Analytics account?

Account > View > Property
Property > Account > View
View > Account > Property
Account > Property > View

254.) Which report helps you understand which kinds of mobile devices were used to visit your website?

All Traffic > Source/Medium report
Technology > Network report
Mobile > Devices report
Site Content > Landing Page report

253.) If you define a Destination Goal for a newsletter sign-up, and a user completes the newsletter sign-up three times in three separate sessions, how many Goal conversions will Google Analytics count?

252.) To recognize users across different devices, what feature must you enable?

Audience Definitions
AdWords Linking
User ID
Attribution Models

251.) What will happen if you install the same default tracking code on pages with different domains?

Analytics will associate these users and sessions with their respective domains
Analytics will associate these users and sessions with a single domain
Analytics will alert you about duplicate data collection
Analytics will not associate these users and sessions with any domain

250.) What will happen if a user clears the Analytics cookie from their browser?

Analytics will not be able to associate user behavior data with past data collected
Analytics will set a new unique ID the next time a browser loads a tracked page
Analytics will set a new browser cookie the next time a browser loads a tracked page
All of the above

249.) In Multi-Channel Funnel Reports, which channel could NOT be credited with a conversion?

Television commercials
Paid and organic search
Website referrals
Social network

248.) If the Google Merchandise Store sets up a URL goal of “/ordercomplete” and a Match Type of “Begins with”, which of the following pages on www.googlemerchandisestore.com will NOT count as a goal?

/ordercomplete/index.html
/ordercomplete.php
/ordercomplete/thank_you.html
/order/complete.php

247.) What is the set of rules that determines how sales and conversions get attributed based on touch-points in the conversion path?

Channel Groupings
Multi-Channel Funnels
Conversion tracking
Attribution modeling

246.) By default, which of these are NOT Remarketing audiences that you can define?

Users who speak a particular language
Users who visited a specific page on your website
Users who visited your physical store
Users who played a video on your website

245.) Segments are applied before sampling in reports.

True
False

244.) What four types of Goals are available in Google Analytics?

Destination, Event, Duration, Pages/Screens per Session
Destination, Event, Pageview, Social
Location, Event, Time, Users per Session
Pageview, Event, Transaction, Social

243.) Which report shows a visual representation of user interactions on your website?

Behavior Flow report
Content Drilldown report
Landing Pages report
Treemaps report

242.) Google Analytics filters are applied in the order in which they are set in your view.

True
False

241.) If you want to track users and sessions across multiple domains, what must you set up?

AdWords Linking
Data Import
Ad Exchange Linking
Cross-domain tracking

240.) Which of these can you NOT share using The Solutions Gallery?

Custom reports
Segments
Custom Dimensions
Goals

239.) Which of the following statements about segments is incorrect?

Segments are filters that permanently alter your data
You can use segments to build custom Remarketing lists
Segments are either subsets of sessions or subsets of users
Segments let you isolate and analyze your data

238.) Segments are subsets of your Analytics data. Which of the following statements are not true of Analytics segments?

Segments are filters that permanently change your data.
Segments let you isolate and analyze your data .
You can use segments to build custom Remarketing lists.
Segments represent either subsets of sessions or subsets of users.

237.) Which report shows the percentage of traffic that has visited your site before?

Behavior > New vs returning report
Behavior > Frequency and Recency report
All traffic > Referrals report
Interests > Affinity categories report

236.) Which of these could NOT be tracked using Goals in Google Analytics?

Watching a video
Making a purchase
Customer’s lifetime value
Signing up for a newsletter

235.) You can only apply a Custom Dimension to data that was collected after you created the dimension.

True
False

234.) Which data table display compares report metrics to the website average?

Pivot
Comparison
Percentage
Performance

233.) If a user watches a video with event tracking three times in a single session, Analytics will count how many Unique Events?

232.) If a user visits the home page of a website with a video embedded and leaves without clicking on anything, Google Analytics will count this session as a bounce.

True
False

231.) Which of these can be imported to define a remarketing audience?

Custom Metric
Custom Report
Custom Dimension
Custom Segment

230.) If a filter excludes data from a view, that data can never be recovered for that view.

True
False

229.) You need to immediately find out whether people are viewing the new content that you just added today. Which of the following would be most useful?

Intelligence Alerts
Secondary Dimensions
Annotations
Real-Time

228.) Which of these would prevent data from appearing in a Custom Report?

You’ve applied too many metrics to the Custom Report
You haven’t shared that Custom report with users in the same view
You’ve applied a filter that filters out all of your data
You’ve applied too many dimensions to the Custom Report

227.) Which view filter(s) would you apply if you wanted to include only users from Brazil or Argentina?

Filter 1: include Brazil > Filter 2: include Argentina
Filter 1: exclude Peru or Bolivia
Filter 1: include Brazil or Argentina
Filter 1: include Argentina > Filter 2: include Brazil

226.) What is a “metric” in Google Analytics?

A dimension that can help you analyze site performance.
The numbers in a data set often paired with dimensions.
The dates in your date range.
A segment of data separated out in a report for comparison.

225.) By default, when does an Analytics session expire?

At noon every day
When a user is inactive on your website for more than 30 minutes
When a user opens another browser window
After 30 minutes, regardless of user activity on your website

224.) What are the four scope levels available for dimensions and metrics in Google Analytics?

Hit-level, session-level, product-level, or user-level scope
Location-level, duration-level, product-level, or user-level scope
Event-level, session-level, transaction-level, or user-level scope
Event-level, duration-level, transaction-level, or user-level scope

223.) By default, which of these is NOT considered a “source” in Google Analytics?

email
google
(direct)
googlemerchandisestore.com

222.) What type of data does Google Analytics prohibit you from collecting?

Purchase amount
Billing city
Product SKU(s)
Personally identifable information

221.) What type of data does Google Analytics prohibit you from collecting?

Personally identifiable information
Product SKU(s)
Billing city
Purchase amount

220.) Which report indicates the last page users viewed before leaving your website?

Exit Pages report
Pages report
All Pages report
Landing Pages report

219.) Which report helps you determine the percent of your site traffic that has visited previously?

Sales Performance report
Frequency & Recency report
Referrals report
New vs Returning report

218.) Which of these channels is NOT included in the default Channels report?

Direct
Display
Device
Organic Search

217.) Filters may be applied retroactively to any data that has been processed.

True
False

216.) How would you reduce the time it takes to compile reports in Google Analytics?

Remove any filters you have added to the view
Choose “Faster response” in the sampling pulldown menu
Choose “Greater precision” in the sampling pulldown menu
Remove any Secondary Dimensions you have added to the report

215.) You cannot change the default session timeout duration in Google Analytics.

True
False

214.) Where in the HTML of your webpage should you place your Analytics tracking code?

Just after the opening < head > tag of your website
Just after the opening < body > tag of your website
Just before the closing < /body > tag of your website
Just before the closing < /head > tag of your website

213.) Which report demonstrates how well specific parts of your website performed?

Frequency and Recency report
Content Drilldown report
Top Events report
Location report

212.) What four parameters can you include with an event hit for reporting?

Category, Action, Label, Unique Events
Category, Action, Label, Total Events
Category, Action, Label, Value
Event, Category, Action, Label

211.) What is the “Bounce Rate” in Google Analytics?

The number of times unique users returned to your website in a given time period
The percentage of visits when a user landed on your website and exited without any interactions
The percentage of total site exits
The percentage of sessions in which a user exits from your homepage

210.) Views can include website data from before the view was created.

True
False

209.) Sharing a Custom Report will share the data in that report.

True
False

208.) Assigning a value to a Google Analytics Goal allows you to do which of the following?

Track actual revenue from your conversions
Analyze the conversion funnel on your website.
Track real-time revenue for your business
Compare goal conversions and measure changes and improvements to your site

207.) Why would it be useful to assign a value to your goal in Google Analytics?

Assigning a goal value allows you to track revenue from your conversions.
Assigning a goal value allows you to compare goal conversions and measure changes and improvements to your site.
Assigning a goal value allows you to use the Funnel Visualization report to analyze the conversion funnel on your website.

206.) Which type of Custom Report shows a static sortable table with rows of data?

Flat Table
Map Overlay
Pivot Table
Explorer

205.) Which report shows which pages on your site get the most traffic and highest engagement?

Active Users report
All Pages report
Frequency and Recency report
Engagement report

204.) To send data from a web-connected device like a point-of-sale system to Google Analytics, what would you use?

Data Import
The Measurement Protocol
Browser cookies
The Networking Protocol

203.) Which of these is NOT possible when you link your AdWords account to Google Analytics?

Adjust keyword bids inside Google Analytics
View AdWords click and cost data alongside your site engagement data in Google Analytics
Create remarketing lists in Analytics to use in AdWords campaigns
Import Analytics goals and transactions into AdWords as conversions

202.) Which report would you use to determine where users start or exit the conversion funnel?

Cohort Analysis report
Goal Flow report
User Timings report
Treemaps report

201.) Which kinds of hits does Google Analytics track?

Page-tracking hit
Event-tracking hit
Ecommerce-tracking hit
All of the above

200.) Which of these CANNOT be collected by the default Analytics tracking code?

Device and operating system
Browser language setting
User’s favorite website
Page visits

199.) By default, which of these traffic source dimensions does Google Analytics capture for each user that visits your website?

Source and Medium
Campaign and Ad Content
Campaign and Medium
Source, Medium, Campaign, and Ad Content

198.) Which of the following criteria could NOT be used for a Dynamic Remarketing audience?

Users who viewed a search result page on your website
Users who viewed product detail pages
Users who viewed your homepage
Users who returned an item they purchased

197.) What is a “dimension” in Google Analytics?

A comparison of data between two date ranges.
An attribute of a data set that can be organized for better analysis.
The total amount of revenue a business has made in a given date range.
A report that offers information about your audience.

196.) What URL tag does AdWords add to the destination URL using autotagging?

utm=
urlid=
adid=
gclid=

195.) If you wanted to track what search terms customers used to find products on your website, what would you set up?

Data Import
Enhanced Ecommerce
Search filters
Site Search

194.) Which tags does Google Analytics recommend to accurately track campaigns?

Source, Content, and Term
Medium, Source, and Content
Medium, Source, and Campaign
Campaign, Content, and Term

193.) Which campaigns require you to add manual tags to destination URLs for tracking?

AdWords campaigns
Email campaigns
AdWords and email campaigns
None of the above

192.) Custom Dimensions can be used as which of the following?

Secondary dimensions in Standard reports
Primary dimensions in Custom Reports
Secondary dimensions in Custom Reports
All of the above

191.) Custom Reports will NOT let you do what?

Create a report with Custom Metrics
Use a Custom Dimension as a primary dimension
Use multiple dimensions together in the same report
Pair metrics and dimensions of different scopes

190.) Which reports require you to activate Advertising Features?

Cohort Analysis reports
Real-time reports
Geo reports
Demographics and Interests reports

189.) Once Google Analytics has processed the data it collects, you can still recover any data that was filtered out.

True
False

188.) To collect how many times users downloaded a product catalog, what would you set up ?

Custom Dimension
Event Tracking
Calculated Metrics
Custom Report

187.) To collect how many times users downloaded a product catalog, what would you set up?

Custom Dimension
Event Tracking
Calculated Metrics
Custom Report

186.) The User ID feature lets you associate engagement data from multiple devices and different sessions with unique IDs. In order to use the User ID feature in Analytics you must

use Google Tag Manager for your Analytics tracking
be able to generate your own unique IDs
create a new Analytics account for User ID reporting
all of the above

185.) Which of these is a scope for Custom Metrics?

User
Session
Hit
Event

184.) When will the Analytics tracking code send a pageview hit to Google Analytics?

Every time a user loads a webpage with embedded tracking code
Every time a user adds an item to an online shopping cart
Every time a user clicks a video on a website
Every time a user searches on a website

183.) You may apply a new Custom Channel Group retroactively to organize data that has been previously collected.

True
False

182.) Smart Goals are created automatically by Google’s machine-learning algorithms

True
False

181.) In Multi-Channel Funnel Reports, conversions and ecommerce transactions are attributed to the last campaign, search, or ad that referred the user.

True
False

180.) How does Google Analytics credit a channel that contributes to a conversion prior to a transaction?

Assisted conversion
Primary conversion
Last-click attribution
Second-to-last-click attribution

179.) When will the Analytics tracking code send an event hit to Google Analytics?

Every time a user adds an event to their calendar
Every time a user makes a reservation
Every time a user performs an action with event tracking implemented
Every time a user performs an action with pageview tracking implemented

178.) Which report helps identify which browsers may have had problems with your website?

The Active Users report
The Browser & OS report
The Source/Medium report
The New vs Returning report

177.) Which of these can join offline business systems data with online data collected by Google Analytics?

AdWords Linking
Data import
User ID
Goal tracking

176.) What scope would you apply for a Custom Dimension that collects data for users who log in to your website?

User
Hit
Session
Product

175.) What is required for User ID to track users across different devices?

Google Tag Manager
Sign-in that generates and sets unique IDs
A new Analytics account for reporting
All of the above

174.) Which of these is NOT a valid metric-dimension combination?

Sessions / Source
Sessions / Bounce rate
Time on Page / Device Type
Total Events / User Type

173.) By default, which of these is NOT considered a “medium” in Google Analytics?

google
organic
referral
cpc

172.) Which reports can show you how website referrals, organic search, and ad campaigns assisted in the conversion process?

Ecommerce reports
Goals reports
Acquisition reports
Multi-Channel Funnel reports

171.) What feature would you set up to collect company-specific data such as Member Status?

Event Tracking
Custom Filter
Custom Dimension
Custom Metric

170.) Metrics cannot be paired with dimensions of the same scope.

True
False

169.) Which report indicates the pages of your website where users first arrived?

Location report
All Pages report
Landing Pages report
Pages report

168.) Which filter would you apply if you only wanted to include data from a campaign titled “Back to School” in Campaign reports?

Custom Include filter with field “Campaign Name” and pattern “back to school”
Custom Search and Replace filter with field “Campaign Name”, string “back to school”, and pattern “include”
Predefined Include filter with “traffic to the hostname” “that are equal to” “back to school”
Custom Include filter with field “Page Title” and pattern “back to school”

167.) Once you have deleted a view, you have a limited number of days to restore that view.

True
False

166.) Which of these criteria CANNOT be used to create a Custom Segment?

Dimensions
Metrics
Ad type
Sequences of user actions

165.) Which of these does Google Analytics use to distinguish new and returning users?

Facial recognition technology
Artificial intelligence
A randomly-assigned unique identifier and browser cookie
A sequentially-assigned unique identifier and browser cookie

164.) Which of these is NOT a benefit of Remarketing in Google Analytics?

Show customized ads to customers who have previously visited your site
Allow customers to reorder an item they have previously purchased
Create remarketing lists based on custom segments and targets
Create remarketing lists without making changes to your existing Analytics snippet

163.) Which reports show websites that send traffic to your pages?

Behavior
Demographics
All Traffic
Geo

162.) Filters let you include, exclude, or modify the data you collect in a view.

True
False

161.) By default, Google Analytics can only collect behavioral data from web-connected systems.

True
False

160.) Which user characteristic may NOT be used to change keyword bids in AdWords?:

time of day
ad preference
location
device

159.) Which report can compare metrics based on user acquisition date over a series of weeks?

User Explorer report
Active Users report
Users Flow report
Cohort Analysis report

158.) Which of these is NOT a benefit of using segments in your data analysis?

You can isolate and analyze specific conversion paths using conversion segments
You can permanently modify the data in your view
You can analyze users by single or multi-session conditions
You can compare behavior metrics for groups of users like Converters vs non Converters

157.) Which of these are required for Multi-Channel Funnels?

Advertising Features
In-page Analytics
Custom Dimensions
Goals or Ecommerce

156.) Which report shows users who initiated sessions over 1-day, 7-day, 14-day, and 30-day periods?

Cohort Analysis report
Users Flow report
Active Users report
User Explorer report

155.) What is an attribution model in Google Analytics?

the set of rules that determine which AdWords ads are credited with a conversion
the set of rules for assigning sessions to new vs returning users
the set of rules that determine how credit for sales and conversions is assigned to touchpoints in conversion paths
the set of rules for assigning specific interest categories to each session

154.) In the Multi-Channel funnel reports, which of the following metrics would be most useful in measuring how many conversions were initiated by Paid Search?

Assisted Conversion Value
Conversion Rate
First Interaction (Click) Conversions
non of these metrics

153.) How would you track visitors coming from an email or newsletter campaign?

By turning auto-tagging on
Analytics will track visits coming from any campaign automatically
By manaully tagging the destination urls of the campaign
It is not possible to track visitors coming from non adwords campaigns

152.) How would you track visitors coming from an email or newsletter campaign?

By turning auto-tagging on
Analytics will track visits coming from any campaign automatically
By manually tagging the destination urls of the campaign
It is not possible to track visitors coming from non adwords campaigns

151.) Which of the following is not a required parameter in the URL builder?

Campaign Name
Campaign Medium
Campaign Content
Campaign Source
All of these are required

150.) Google Analytics uses which model by default when attributing conversion values in non-Multi-Channel Funnel reports?

First Interaction model
Last Interaction model
Last Non-Direct Click model
Linear model

1497.) Your company runs a holiday email campaign for the month of December to drive newsletter signups. Which of the following metrics would be the most indicator of the campaign’s success?

bounce rate
avg. session duration
pageviews
conversion rate

148.) Your company runs a holiday email campaign for the month of December to drive newsletter signups. Which of the following metrics would be the best indicator of the campaign’s success?

bounce rate
avg. session duration
pageviews
conversion rate

147.) What is a benefit of using Google Analytics for Remarketing?

You can target customers who have previously been to your site with customized creatives.
You can create remarketing lists without making any changes to your existing GA tag.
You can create remarketing lists based on custom segments and targets, for example, users who’ve been to your site more than once in a 30 day period.
A and C only
A, B, and C

146.) Which Analytics API allows you to access your Google Analytics account configuration data?

Core Reporting API
Embed API
Management API
You cannot access this data with an API

145.) You decide to run an email campaign that includes a link to your website. What would you need to do in order to track traffic to your site from this email campaign?

Email traffic will always appear as referral and cannot be tracked separately.
Email is a default medium in Google Analytics and will automatically appear in your reports.
Email traffic can be tracked using manual tagging with UTM parameters.

144.) Google Analytics can collect behavioral data from which systems?

E-commerce platforms
Mobile Applications
Online point-of-sales system
A and B only
A, B, and C

143.) What would you set up to collect how many comments users posted to a webpage on your site?

Custom Dimension
Calculated Metric
Custom Channel Groupings
Custom Metric

142.) How would you determine the mobile ecommerce conversion rate for paid traffic (CPC)?

Go to Audience > Mobile > Overview. Add a secondary dimension showing Traffic type in order to see the traffic coming from paid search
Go to Acquisition > All traffic > Channels. Add a secondary dimension showing device category in order to see the paid search traffic coming from mobile
Both A and B
In Analytics you can only see traffic coming from desktop or from Mobile/tablet together. There is no way you can see mobile traffic only

141.) The Solutions Gallery allows you to import or share which of the following reporting tools or assets?

Goals
Segments
Custom reports
B & C only
A, B, and C

140.) What is the best analysis tool to use in order to see a traffic comparison of Converters vs. Non Converters?

View filters
Advanced Segments
Report filters
Custom Dimensions

139.) When you create a new Channel Grouping in a view, you can

immediately select it in the Acquisition Overview and Channel reports
apply it retroactively and see historical data classified by your new channel definitions
change how reports display your data, without changing the data itself
A and C only
A,B, and C

138.) The Measurement Protocol is a standard set of rules for collecting and sending hits to Google Analytics. Using the Measurement Protocol you can

send data to Google Analytics from any web-connected device
send data to Google Analytics from a kiosk or a point of sale system
upload aggregated data tables to Google Analytics
A and B only
A, B, and C

137.) Which of the following is a benefit of using segments in your data analysis?

You can compare behavior metrics for groups of users like Converters vs non Converters.
You can analyze your users and/or their sessions according to single or multi-session conditions.
You can isolate and analyze specific conversion paths using conversion segments.
You can permanently modify the data in your view, for example excluding internal or bot traffic.
A,B, and C only
A,B,C &D

136.) True or False: Once a view is deleted it cannot be restored.

True. Deleted views cannot be restored at any time.
False. You have 35 days to restore a view after it is deleted.

135.) What is an assisted conversion?

When one goal completion leads to another
When one traffic source results in a later goal completion through another traffic source
An AnWords view through conversion
When an AdWords visitors returns to the site directly to convert

134.) When should you use manual tagging?

You should use manual tagging in order to track all of your advertising campaigns, like AdWords or Facebook.
You should use manual tagging for any non-AdWords custom campaign.
You should use manual tagging to track only AdWords campaigns.

133.) Which of the following metrics would most strongly suggest a poorly performing website?

Bounce Rate > 90%
Bounce Rate < 90%
% New Visits > 90%
Avg. Sessions Duration > 5 minutes

132.) Why can AdWords clicks differ from Analytics sessions in your reports?

some visitors may have javascript disabled
some visitors may be blocking cookies
clicks and sessions are different metrics
all of the above

131.) You have defined goal X such that a particular PDF download qualifies as a goal conversion. A user comes to your site once and downloads this PDF 5 times. How many goal conversions will be recorded?

130.) Which reporting or data collection feature(s) do you get access to by activating Advertising Features in Google Analytics?

Remarketing
Interest Categories
Demographic reporting
B and C only
A, B, and C

129.) When analyzing the goal flow report, you see that many users are dropping off after the second step in the funnel. With this information you can infer that:

You are possibly targeting the wrong audience who is not as interested in your product
The navigation between the second and third steps of the purchase process could be improved
You should consider directing traffic through a different entrance point of your goal
all of the above

128.) The User ID feature is commonly used with which of the following website scenarios?

Users can create an account on your website and log in on all types of devices
Users can navigate between your website and multiple subdomains within one session
Users must navigate to a 3rd party shopping cart domain to complete a purchase
You have content that displays on another domain through an iFrame

127.) Which report would give you insight into how many Display conversions were assisted by Search paid traffic?

Ecommerce reports
Multi channel funnels reports
Interests report
Goals reports
Campaigns reports

126.) Which of the following statements is true about Multi-Channel Funnel (MCF) reports?

You can create your own custom channel grouping in addition to the default MCF Channel grouping.
The channel labels that you see in Multi-Channel Funnels reports are defined as part of the MCF Channel Grouping.
When you share a Custom Channel Grouping, only the configuration information is shared. You data remains private.
All of these statements are true.

125.) You web property is “www.example.com”. You set up a destination goal of “/thankyou” and a Match Type of “Begins with”. Which of the following pages would trigger a goal conversions?

www.example.com/thankyou.html
www.example.com/thankyou.php
www.example.com/thankyou/receipt.php
All of these would trigger a goal conversion

124.) Your business objective is to maximize the number of sales through your website. Which of the following metrics would most directly help you measure performance against this objective?

Visits
Ecommerce Conversion Rate
Page Value
Bounce Rate
Pages / Visit

123.) Which of the following features allows you to join the data generated by your offline business systems with the online data collected by Google Analytics?

Custom dimensions
Goal tracking
Data import
Custom channel groupings

122.) Each dimension and metric has a scope that aligns with a level of the analytics data hierarchy — user, session, or hit-level. In most cases, it only makes sense to combine dimensions and metrics in your reports that belong to the same scope. Which of the following is a valid dimension / metric combination?

Session (metric) + Page (dimension)
Bounce rate (metric) / Event Action (dimension)
Sessions (metric) / city (dimension)
All of the above are valid dimension / metric combination

121.) Which report would you use to determine the % of your site traffic that has already been to your site before?

Behaviour – New vs returning report
Behaviour – Frequency & Recency report
Interests – Affinity categories report
All traffic – Referrals report
Ecommerce – Sales performance report

120.) Which dimension is not included in the Adwords reporting section of Google Analytics?

Bid adjustment
Keyword
Invalid click
Destination URL
TrueView Video ad

119.) What is the URL parameter that auto-tagging appends to an AdWords destination URL?

userid=
_ga=
gclid=
clickid=
utm=

118.) True or False: If you have updated your tracking code to analytics.js, then no additional configuration is required to track subdomains.

True. With analytics.js you can track across your domain and subdomains with no additional configuration.
False. You must always set up cross domain tracking in order to track subdomains.

117.) You want to see the percentage of sessions in which a specific button was clicked. Which of the following would be most useful?

set up a custom report
set up Real-Time reporting
set up an event goal
set up a dashboard

116.) What does the time lag report indicate?

Time lag between goal completions
Lag on the load time of the site
Time lag in between the original session and a goal completion
Time lag between page views in the goal funnel

115.) Which reporting dimension would be useful to reference if you were looking to improve the user experience on your landing pages?

Traffic type
Language
Device Category
B and C only
A, B, and C

114.) Which of the following values is sent to Google Analytics in the campaign or traffic source fields using the SDKs or tracking code?

Location
Campaign Medium
Device Category
Interest Category

113.) Which of these user characteristics CANNOT be used to create a Custom Segment?

Users that viewed a page on your website and then watched a video
Users who have children
Users 25 to 34 years of age who have their browser set to Spanish
Users that engaged in your social media or email campaigns

112.) The Google Analytics Data Model consists of users, sessions, and interactions. In this hierarchy, interactions include:

pageviews
events
transactions
A and B only
A,B, and C

111.) The Google Analytics Data Model consists of users, sessions, and interactions. In this hierarchy, interactions include:

pageviews
events
transactions
A and B only
A,B, and C

110.) When a report is based on data from a large number of sessions, you may see the following notice at the top of the report: “This report is based on N sessions.” You can adjust the sampling rate of the report by:

changing the sampling rate in your view settings
adjusting the session timeout control
adjusting a control in the reporting interface for greater or less precision
You cannot adjust the sample data

109.) What reports would you use to determine if you should consider expanding your advertising to new markets?

Location and Language reports
Frequency and recency reports
Intelligence events
Source/Medium report

108.) Auto-tagging is a feature that is used with which type of traffic?

Any search engine traffic that is not from Google
AdWords Campaign traffic
Website referrals
Social media referrals

107.) Auto-tagging is used to collect data from which kinds of traffic?

Search engine traffic other than Google
Social media traffic
AdWords Campaign traffic
Website referral traffic

106.) What is the main purpose of the Multi-Channel funnel report?

To show which goals are bringing in the most revenue
To evaluate the interaction and contribution of multiple channels in the conversion/purchase cycle for your site
To analyze the funnel steps for multiple goals
To see which channels resulted in the highest number of pageviews

105.) What is the main purpose of the Multi-Channel funnel report?

To show which goals are bringing in the most revenue
To evaluate the interaction and contribution of multiple channels in the conversion/purchase cycle for your site
To analyze the funnel steps for multiple goals
To see which channels resulted in the highest number of pageviews

104.) You define a Destination URL goal by

Creating a new dashboard to report only on the goal page
adding the conversion ID to the tracking code on the goal page
Editing the view Goals and specifying the request URI of the conversion page
adding the ecommerce code to the goal page

103.) You launched several new marketing campaigns and want to be notified if any of the campaigns lead to over a 10% increase in goal conversions on a given day. Which tool in Google Analytics would you use to set up this alert?

Annotations
Intelligence Events
Real-Time
Secondary Dimensions
Advanced Segments

102.) True or False: When a new view is created, it will show the historical data from the first view you created for the property.

True. Any new view will include all historical website data.
False. Views will report data from the day they are created.

101.) Scenario: The Google Merchandise Store recently launched a mobile responsive website and started a few new ad campaigns. When looking at their overall traffic in Google Analytics, they noticed that they have a bounce rate of 85%. Which of the following dimensions would be useful when analyzing their traffic to determine the cause of this high bounce rate?

Device Category
landing page
Campaign
A and C only
A, B, and C

100.) True or False: If a user views one page of a website, completes an Event on this page, and then leaves the site, this session will be counted as a bounce in Google Analytics.

True: A session is considered a ‘bounce’ if the user views one page of the site and then leaves.
False: Because there was more than one interaction hit in the session (pageview hit and event hit) this session would not be considered a bounce.

99.) What are UTM parameters?

parameters that are added to custom campaigns in order to correctly track the performance of these campaign in your Analytics reports
parameters that are added in your website source code that allow Analytics to identify traffic coming from Adwords campaigns
parameters that are added to URLs in order to track organic traffic, referral traffic and CPC traffic
parameters that are added to your site for Event tracking

98.) Google Analytics can identify that two sessions are from the same user if

the sessions happen in the same browser on the same device
the sessions happen on the same day
the sessions happen in the same browser
the sessions occur within 30 minutes of each other

97.) What analysis tool would you use to analyze the behavior of new customers vs. returning customers on your website?

Real Time reporting
Segmentation
View filters
Multi-channel funnels

96.) Adding filters to a view in Google Analytics allows you to

exclude visits from a particular IP address
replace complicated page URLs with readable text strings
modify historical data
A and B only
A, B, and C

95.) Which of the following metrics is available when Site Search tracking is enabled?

Sessions with Search: The number of sessions that used your site’s search function at least once.
Search Exits: The number of searches made immediately before leaving the site.
Time after Search: The amount of time users spend on your site after performing a search.
Search Refinements: The number of times a user searched again immediately after performing a search.
All of the above

94.) You receive an intelligence alert notifying you that there has been an unexpected spike in your traffic. Which of the following could be possible reasons for this spike?

The tracking code has been altered and is reporting incorrectly
There is a new referral source that is directing a lot of new traffic to the site
There is unidentified referral traffic that is likely bot traffic
New pages or subdomains have been recently indexed in organic search
All of the above

93.) You receive an intelligence alert notifying you that there has been an unexpected spike in your traffic. Which of the following could be possible reasons for this spike?

The tracking code has been altered and is reporting incorrectly
There is a new referral source that is directing a lot of new traffic to the site
There is unidentified referral traffic that is likely bot traffic
New pages or subdomains have been recently indexed in organic search
All of the above

92.) Which of the following are “hit” types tracked by Google Analytics?

events
pageviews
transactions
all of these answers are correct

91.) Which of the following is a hit type tracked by Google Analytics?

page tracking hit
event tracking hit
ecommerce tracking hit
all of these are hit types tracked in Google Analytics

90.) You recently set up a new AdWords campaign and you are interested in using Smart Goals to optimize your performance. Which of the following is a prerequisite to using Smart Goals?

You must have at least 500 sessions from AdWords ad clicks in the Google Analytics view over the past 30 days.
You must modify your tracking code to support Smart Goal data collection.
You must enable ‘Smart Goals’ in your property settings.
The selected Google Analytics account must have at least 1000 pageviews over the past 30 days.

89.) You recently set up a new AdWords campaign and you are interested in using Smart Goals to optimize your performance. Which of the following is a prerequisite to using Smart Goals?

The linked AdWords account must have sent at least 1000 clicks to the selected Google Analytics view over the past 30 days.
You must modify your tracking code to support Smart Goal data collection.
You must enable ‘Smart Goals’ in your property settings.
The selected Google Analytics account must have at least 1000 sessions over the past 30 days.

88.) Which of the following is a valid tagged custom campaign?

www.example.com?utm_campaign=fall&utm_medium=email&utm_source=newsletter1&utm_content=a1
www.example.com?utm_medium=referral&utm_source=example&utm_campaign=winter
www.example.com?utm_medium=cpc&utm_source=mysearch&utm_campaign=spring&utm_term=bacpacks
www.example.com?utm_medium=email&utm_source=newsletter1&utm_campaign=spring
All of these are valid.

87.) Which of the following could be measured by defining a goal in Google Analytics?

the percentage of visits that contain only one page view
the percentage of visits that result in a site registration
conversion rate
the percentage of visits during which visitors spent at least two minutes on the site
All of these could be measured by defining a goal in Google Analytics

86.) Which of the following are possible uses of views within a single Google Analytics account?

to look more closely at traffic to a specific subdomain
to look more closely at traffic to a specific part of a site (a page or selection of pages)
to limit a user’s access to subset of data
A and C only
A, B, and C

85.) Which of the following are possible uses of views within a single Google Analytics account?

to look more closely at traffic to a specific part of a site (a page or selection of pages)
to limit a user’s access to a subset of data
all of these are possible uses of views
to look more closely at traffic to a specific subdomain

84.) Which of the following is a session level interaction?

All of these answers are correct
event
social interaction
pageview
ecommerce transaction

83.) In the Linear attribution model,

each touchpoint in the conversion path shares equal credit for the conversion
the first touchpoint receives 100% of the credit for the conversion
the last touchpoint receives 100% of the credit for the conversion
the touchpoints closet in time to the conversion get most of the credit

82.) Which campaign tracking variables are required in order to ensure accurate data shows for your campaigns in the “All Traffic” report?

utm_medium, utm_campaign
utm_term
utm_source, utm_term, utm_content
utm_campaign, utm_source, utm_medium
utm_content

81.) Your Multi-Channel Funnel reports have no data. What is the most likely reason?

You are not using Google Tag Manager
You are not using Content Experiments
You haven’t set up Goals Funnels
You haven’t implemented Goals or Ecommerce
You haven’t enabled demographic data

80.) Which of the following is not a default Medium in Google Analytics?

organic
referral
cpc
All of these are default Mediums.
email

79.) Your business objective is to maximize the number of sales through your website. Which of the following metrics would most directly help you measure performance against this objective?

Pages / Visit
Page Value
Ecommerce Conversion Rate
Bounce Rate

78.) When configuring a goal, why is it useful to assign a goal value?

to determine the conversion value
to attribute monetary value to non-ecommerce conversions
to calculate ecommerce metrics
to determine the number of visits to each of your pages

77.) Which of the following is an advantage of implementing Google Tag Manager?

You can add Google Analytics tags to your site without editing site code.
You can add AdWords tags to your site without editing site code.
You can add non-Google tags to your site without editing site code.
You can change configuration values in your mobile app without rebuilding a new binary.
All of these answers are correct.

76.) Which of the following are advantages of implementing Google Tag Manager?

You can add non-Google tags to your site without editing site code
All of these answers are correct.
You can add Google Analytics tags to your site without editing site code
You can change configuration values in your mobile app without rebuilding a new binary
You can add AdWords tags to your site without editing site code

75.) Person A and person B each visit your commerce site once. During her visit, person A buys one of your products. Then, before leaving the site, she makes another purchase. Person B buys nothing. What is your ecommerce conversion rate for these two visits?

33%
200%
0%
50%
100%

74.) What is the first step of analytics planning?

Create your implementation plan
Define your overall measurement plan and business objectives
Document your technical infrastructure
Implement Google Analytics

73.) A visitor comes to your site but stops looking at pages and generating events. Which of the following will occur by default?

Google Analytics does not keep track of sessions by default
The visitor’s session expires after 5 minutes of inactivity
The visitor’s session expires after 30 minutes of inactivity
The visitor’s session expires once the visitor has exited your site

72.) Your company has a website and a mobile app, and you want to track each separately in Google Analytics. How should you structure your account(s)?

one account, one property, one view
one account, no properties, two views
one account, one property, no views
one account, two properties, two views

71.) You’ve noticed that many users visit your site several times before converting and you want to understand in more detail how they arrive at your site. Which of the following metrics would be most helpful in showing you whether a keyword is part of a conversion path?

Visits
Bounce Rate
Clicks
Impressions
Assisted Conversions

70.) Which of the following are true about segmentation?

Segmentation should generally not be used without Real-Time reporting.
Segmentation is a technique that should only be used by experienced analysts.
All of these answers are correct.
Segmentation allows you to isolate and analyze subsets of your data.
Segmentation does not work on historical data.

69.) You want to be notified whenever weekly revenue for your “spring sale” campaign increases or decreases by 10%. Which of the following would be most useful?

Annotations
Secondary Dimensions
Real-Time
Intelligence Alerts

68.) Which of the following would be most useful for optimizing landing pages?

Pageviews
Visits
Unique Visits
Bounce Rate
Unique Pageviews

67.) You should add Analytics Tracking code to your site ________________.

after implementation planning
at the beginning of your fiscal year only
before documenting your business objectives
during measurement planning

66.) Which of the following would you use to set up a custom alert?

Intelligence
Content
Conversions
Real-Time

65.) Google Analytics can recognize returning users

on websites, Android mobile apps
Google Analytics cannot recognize returning users on any device.
on websites, iOS mobile apps, Android mobile apps
on websites only

64.) Which of the following techniques would you use to exclude rows with fewer than 10 visits from a report table?

use a pivot table with two dimensions
sort the table by sessions from highest to lowest
add a primary dimension
apply a table filter
add a secondary dimension

63.) Which of the following would you use to send data from a website to Google Analytics?

Campaign Tracking parameter
none of these would be appropriate
JavaScrip tracking code
Google Analytics mobile SDK

62.) Which of the following represents a macro conversion for an ecommerce site?

a completed sales transaction
a click on a “buy” button
receiving a product inquiry
All of these are macro conversions for an ecommerce site.
collecting a lead

61.) Which are the four main parts of the Google Analytics platform?

Configuration, Processing, Report, and Recollection
Configuration, Collection, Progressing, and Reporting
Collection, Configuration, Processing, and Reporting
Collection, Processing, Continuation, and Reporting

60.) Which two metrics below would be the best KPIs for measuring the performance of an ecommerce business?

revenue and average order value
pageviews and bounce rate
bounce rate and average session duration
pageviews and revenue

59.) You want to know whether button X is clicked more often than button Y. Which of the following would be most useful?

Real-Time
Annotations
Events
Intelligence

58.) Which of the following would be valid segments to consider using to analyze traffic patterns in your data?

traffic by device category
traffic by marketing channel
traffic by geography
All of these answers are correct.
traffic by time of day

57.) Which of the following is not a standard campaign parameter?

utm_adgroup
utm_source
utm_campaign
utm_content

56.) Which campaign parameter is NOT standard in Google Analytics?

utm_content
utm_source
utm_adgroup
utm_campaign

55.) Which of the following questions can be answered using the goal flow report?

Do visitors usually start my conversion process from the first step or somewhere in the middle?
All of these can be answered using the goal flow report.
Is there a place in my funnel where traffic loops back to the beginning of the conversion process to start over?
Are there any steps in my conversion process that don’t perform well on mobile devices compared to desktop devices?
Are there a lot of unexpected exits from a step in the middle of my conversion funnel?

54.) In which of the following circumstances would you want to increase the default session timeout length in Google Analytics?

You need to start collection Real-Time data.
The average length of videos on your site is 35 minutes.
Users typically spend less than 2 minutes on each page of your site.
The default session timeout length is set dynamically by Google Analytics and you cannot change it.

53.) Why is it important that you maintain one unfiltered view when using filters with your Analytics account?

You will need to configure your goals in the unfiltered view
There is no reason to maintain an unfiltered view
Without one unfiltered view, you will not be able to use filter for multiple views
An unfiltered view ensures that the original data can always be accessed

52.) Which of the following would prevent destination goal conversions from being recorded?

There was a misspelling in the URL of the goal definition.
The tracking code is missing from the conversion page.
The match type in the goal definition is incorrect.
All of these would prevent a destination goal from recording.

51.) Which of the following would prevent URL destination goal conversions from being recorded?

The match type in the goal definition is incorrect
There was a misspelling in the URL of the goal definition
All of these answers apply
No URL destination goals have been defined
The tracking code is missing from the conversion page

50.) Which of the following would help you to determine the conversion value of a paid keyword?

Multi-Channel Funnels
CTR
none of these answers
Real-Time
CPM

49.) Which of the following are valid scopes for dimensions?

user level, session level, hit level
session level, hit level
non of these answers is correct
campaign level, session level, hit level
user level, campaign level, session level, hit level

48.) Specifying a goal value allows Google Analytics to calculate ______ .

Revenue per Click
Average Order Value
Ecommerce Revenue
Bounce Rate

47.) You want a second view of your data where you only see traffic to a specific subdirectory. What is the best way to set this up?

Create a duplicate view and add a filter: select “Include only traffic to a subdirectory” from the Filter Type drop down, and specify the subdirectory
Create a second Google Analytics account, and apply the new tracking code to the pages in the subdirectory
Create a new web property and add the new tracking code to the pages on the subdirectory
Create a new view and apply an advanced filter that deletes page data outside the subdirectory

46.) Which of the following would you use to send data from a web connected point-of-sale system to Google Analytics?

JavaScript tracking code
Google Analytics mobile SDK
any of these would be appropriate
Campaign Tracking parameter
Measurement Protocol

45.) Which of the following are examples of Sources?

google
mail.google.com
All of these are possible Sources.
(direct)
example.com

44.) What is the hierarchy of the Google Analytics data model?

Sessions > Users > Interactions
Interactions > Users > Sessions
Users > Sessions > Interactions
Sessions > Visitors > Interactions

43.) Which of the following reports allows you to identify the terms visitors use to conduct searches within your site?

Search Engine Optimization report
Site Search report
Keyword report
Affinity Categories

42.) You want to evaluate the landing pages you are using for AdWords ads. Which of the following dimensions would be most useful?

Destination URL
Keyword
Campaign
Ad Group
Placements

41.) You want to see conversion rates for Windows visits coming from London. Which of the following dimensions would you need to select?

Operating System, and City as a secondary dimension
any one of these options
Goal Conversion Rate, and City as a secondary dimension
City, and Goal Conversion Rate as secondary dimension

40.) Which of the following would you use to show two date ranges on the same graph?

date comparison
motion chart
plot rows
pivot table
secondary dimension

39.) Which of the following types of data can be collected and reported in the Site Speed reports?

All of these are tracked by the Site Speed reports.
how quickly images load
page-load time for a sample of pageviews on your site
button click response time
how quickly the browser parses a page and makes it available for user interaction

38.) A macro conversion

always occurs prior to a micro conversion
is a large revenue sale that is directly attributable to a display campaign
occurs when over 50% of visitors buy an item
occurs when someone completes an action that’s important to your business
is your highest converting campaign

37.) Which of the following metrics would most strongly suggest a poorly performing landing page?

Bounce Rate > 90%
% New Visits > 90%
Avg. Session Duration > 5 minutes
Bounce Rate <90%
None of these answers

36.) When do the Google Analytics Terms of Service permit sending personally identifying information (PII) to Google?

when encrypted
in custom campaigns only
never

35.) Which of the following are dimensions?

% New Sessions
Conversion Rate
Bounce rate
Region

34.) Your web property is “www.example.com”. You set up a URL goal of “/thankyou” and a Match Type of “Begins with”. Which of the following URLs will count as goals?

www.example.com/thankyou.php
All of these would count as goals.
www.example.com/thankyou/receipt.php
www.example.com/thankyou.html

33.) Your web property is “www.example.com”. You set up a destination goal of “/thankyou” and a Match Type of “Begins with”. Which of the following pages would trigger a goal conversion?

www.example.com/thankyou.html
www.example.com/thankyou.php
www.example.com/thankyou/receipt.php
All of these would trigger a goal conversion

32.) Which of the following are measures of traffic volume?

Margin
Bounce Rate
Avg. Time on Site
Visits

31.) Setting up goals allows you to see ________ .

a list of transactions
ecommerce revenue
bounce rate
conversion rates

30.) Which of the following would most quickly allow you to determine whether the Google Analytics code snippet is working on a specific website page?

Annotations
Intelligence Alerts
Real-Time
Secondary Dimensions

29.) The demographics and interest category information in Google Analytics comes from

the AdWords first-party cookie
survey data filled out by users
the DoubleClick third-party cookie
information that you upload from your CRM
Google Tag Manager

28.) Which of the following metrics shows the number of times your ads were displayed?

CTR
Clicks
Pageviews
Visits
Impressions

27.) You publish articles by many different authors on your site. You want to create a report that shows the total number of pageviews for each author. Which of the following features will allow you to add author information to Google Analytics?

Custom Reports
Segments
Data Import
Annotations
Analytics Intelligence

26.) Which of the following Behavior metrics shows the number of sessions that included a view of a page?

Unique Visits
Visits
Bounce rate
Pageviews
Unique Pageviews

25.) Which of the following metrics would be most useful in measuring how many conversions were initiated by Paid Search?

Assisted Conversion Value
Conversion Rate
non of these metrics
First Interaction (Click) Conversions

24.) Which of the following should you NOT collect with the Google Analytics ecommerce JavaScript?

credit card number
tax amount
purchase amount
product SKU(s)
billing city

23.) It’s important to have a clear measurement strategy to guide your implementation strategy and your data analysis. Which of the following business objectives would be most relevant for content publishers?

selling products or services
all these options are equally relevant as business objectives for content publishers
encourage engagement and frequent visitation
collecting user information for sales teams to connect with potential leads

22.) True or False: When you share a link to a custom report, you share the data in the report.

True. Sharing a link to a custom report shares the data in the report.
False. Sharing a link to a custom report only shares a template for the report.

21.) Which of the following Channels is part of the Default Channel Grouping?

Display
Social
Organic
All of these are part of the Default Channel Grouping.
Direct

20.) What is the purpose of the URL builder?

to optimize landing pages
using the URL builder is required in order to track AdWords visits
to generate a URL with tracking parameters
to generate the URL tracking parameters that need to be appended to an organic search result

19.) Which of the following reporting dimensions would be useful to reference if you were rebuilding a website to improve accessibility?

Browser
All of these dimensions
Device Category
None of these dimensions
Language

18.) The URL for the homepage of your site is example.com/index. You would like this particular page to appear as “/home” in your Pages report. How can this be achieved?

Use a Search and Replace custom filter on the Request URI field where Search String is “www.example.com/index” and Replace String is “www.example.com/home”
Use a Search and Replace custom filter on the Request URI field where Search String is “/index” and Replace String is “/home”

17.) Which of the following AdWords reports would you use to investigate when you should modify your bidding during certain hours of the day to optimize conversions?

Hour of Day
Placements
Campaigns
AdWords Keywords
Destination URLs

16.) You have defined goal X such that any PDF download qualifies as a goal conversion. A user comes to your site once and downloads five PDFs. How many goal conversions will be recorded?

5
1
2
zero

15.) Which of the following technologies on your site influence how you implement Analytics?

responsive web design
Flash and AJAX events
query string parameters
All of these answers are correct.
server redirects

14.) True or False: The order in which filters appear in your view settings matters.

False. Filters are no necessarily executed in the order in which they appear.
True. Filters are executed in the order in which they appear.

13.) Digital analytics is

all of these answers are correct
the analysis of quantitative data from your business
the analysis of data from your business and the competition
the analysis of qualitative data from your business
a process of continual improvement of the online experience

12.) You can adjust the report sample size in Google Analytics by

adjusting the session timeout control
any of these actions will adjust the sample size
adjusting a control in the reporting interface
adding a segment to your report

11.) Which of the following technologies or features can be used to add data to Google Analytics?

Data Import, Measurement Protocol
Real-Time, Intelligence
Data Import, Intelligence
Data Import, Real-Time

10.) Which of the following are possible uses of filters?

report on only a subdomain or directory
replace complicated page URLs with readable text strings
exclude visits from a particular IP address
include only traffic coming from a particular campaign
all of these are possible uses of filters

9.) Your ecommerce site sells colorful wrist watches that visitors can customize using a tool online. Which of the following represent a micro conversion for your site?

All of these are micro conversions for the site.
use of the “customize your watch” tool
a view of the home page
an offline sale
an online sale

8.) You are interested in identifying the most popular content on your site. Which of the following sections will have this report information by default?

Behavior
Audience
Conversion
Search
Acquisition

7.) Which of the following would be most useful in measuring how many days passed between the first visit to a site and the eventual conversion?

Assisted/Last Interaction Conversions
Top Conversion Paths
Path Length
Conversion Value
Time Lag

6.) Which of the following attribution models would be useful for evaluating ads and campaigns that are designed to create initial awareness about a brand?

Last Interaction model
First Interaction model
Linear model
Last Non-Direct Click model

5.) You can combine a metric X with a dimension Y in Google Analytics

if X and Y have the same scope
as long as sampling is not required
if X and Y are in the same channel grouping
if X and Y have been precalculated together in an aggregate table
If X and Y have the same campaign

4.) For each user who comes to your site, Google Analytics automatically captures which of the following Traffic Source dimensions?

Campaign and Ad Content
Source and Medium
Campaign and Medium
Source, Medium, Campaign, and Ad Content

3.) Using filters, you can ________.

include data in a view
exclude data from a view
All of these answers apply
change how the data looks in your reports

2.) If a paid keyword has an Assisted/Last Click or Direct Conversions value of .5, which of the following is true?

The keyword played an assist role less often than it played a last click role
The keyword played an assist role in exactly one conversion
The keyword played an assist role in exactly five conversions
none of these answers

1.) The Google Analytics SDK or tracking code sends campaign and traffic source data through a number of different fields. Which of the following is one of the fields used to send campaign or traffic source data?

Location
Campaign Medium
Device Category
Interest Category