Google Analytics Interview Questions & Answers

What is Google Analytics and main purpose of Google Analytics?

Google Analytics is a web analytics software used to track the traffic on the website. The major purpose of analytics is to analyse the information about the site and make decisions to improve the site traffic and revenue.

What is meant by conversions and how will you track conversions through GA?

Conversions happens when any predefined goals are accomplished thereby generating ROI to the business. In other words if the user take any desired action on the site, its considered as conversion. For example filling the form, purchasing a product etc. We use Goals in Analytics to set the conversion tracking.

What is a session?

If a user visits a website the session is started, the session can last for 30 minutes if no activity is done. A new session is started in analytics if your source is changed. For example if a user visits from organic results, one session is started and same user open a same site from PPC, then next session is started.

What is meant by KPI in Analytics?

KPI means Key Performance Indicators. These metrics helps the business to analyse their websites based on the business objective. Example of KPI: Users, Sessions, Avg Time, Bounce Rate, Conversion rate etc.

What are segments in Analytics?

Segments are used to define the subset of data in overall data. For example we can create a segment for organic, paid traffic etc.
Can the data change once Google analytics has processed the data ?
No, it cannot change.

What are events in Google Analytics

Events are user interactions with content that can be tracked independently from a web page or a screen load. we can create custom events to track downloads, play buttons and ajax load etc.
What are goals and how many goals can we create in analytics?
A goal defines a completed user activity, called a conversion, that contributes to the success of your business. We can have only 20 goals per one web property

What is benchmarking?

This metric helps us to compare our data with the market aggregated data from relevant industry who share the data anonymously.

What is Bounce Rate?

The percentage of users who leave the website without visiting any other page is bounce rate. Higher bounce rate is very negative for website, as users are not showing interest in the site.
What is the optimal bounce rate for website ?
A good bounce rate is around 30% for websites.

What is Funnel in Goals ?

Series of pages which are expected to be accessed to reach the destination page to complete the goal is defined as funnel. For example a e-commerce website funnel will be like.
Add to Cart => Signin/Singup => Add Address => Make Payment => Thankyou Page.
Can we delete the goals after created them in Google Analytics?
No, we cannot delete the goal. But we can stop recording the goal by disabling the goal.

What are custom Events in Google Analytics

To track the changes in a specific metric, we can set parameters which can trigger and custom event is created.

What is mean by Users in Analytics?

It defines the users who have visited the site at least one time in given time frame.

What is meant by Cohert Reports ?

A cohort is a group of users who share a common characteristic that is identified in this report by an Analytics dimension.

What is use of Acquisition Reports ?

We can analyse the source of our traffic to the website. Ex: Organic, PPC, social etc.

What is “Not Provided” data in Keyword Reports?

The keywords data which is blocked by Google and will not show in Analytics reports. Most of the website are unable to find the exact keywords for which a conversion was happened.

What is meant by Experiments?

Experiments tool is used to measure the results of campaigns with different design/view. It is also called as A/B testing.

What is attribution in Google Analytics

An attribution model is the rule, or set of rules, that determines how credit for sales and conversions is assigned to touch points in conversion paths. In other words the attribution can help us to know the proper touch points in the funnel.

What is Realtime data in Analytics

With this tool we can analyse the present traffic on the site.
Can we separate the users based on devices ?
Yes we can segment the data based on devices.  Under audience reports we can analyse this data.
Can we track Google Adsense data in Google Analytics?
Yes using Publisher tab we can connect our Google Adsense with Google Analytics

What is Exit rate in Analytics?

For all pageviews to the page, Exit Rate is the percentage that were the last in the session. Which means we can analyse the % of users who left the site from particular page.

What is meant by Average Load Time?

The avg. amount of the time taken by the website to load it in the browser. The website must be loaded as fast possible for quick loading.
In analytics reports we can sometimes get a lot of spam data from spam sources/domains, how to deal with this issue?
We can set the filters to avoid all this data from spam sources/domains.