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Google Analytics is a web analytics tool that assists us in understanding and analyzing the visitor’s behavior to a website. Analyzing the customer’s behavior to a website. Analyzing the customer’s visits, likes-dislikes, purchases, etc., allows a business to make an accurate decision. Web Analytics is an integral part of Customer Relationship Management(CRM).

Here, the analysis eases the firms to understand why a particular customer revisits the website or buybacks the product. This helps organizations to analyze the customers by Geo and divert their marketing strategies.

Google Analytics offers two types of services: 1) Paid Service and 2) Free Service. As paid service is expensive, many website owners choose to use free service for SEO. According to research, more than 30 million websites are using Google Analytics. So, Google Analytics is a much-needed skill, and companies are looking for professionals in this domain. If you are attending a Google Analytics job interview, you have to prepare the latest Google Analytics interview questions.

Every job interview is different according to different job profiles. In this article, we have listed some frequently asked Google Analytics Interview Questions, which will help you crack the Google Analytics job interview.

Google Analytics Interview Questions and Answers

Basic Google Analytics Interview Questions

1. Define Google Analytics?

Google Analytics is a web analytics software we use for tracking website traffic. When we integrate the Google Analytics script into the website, marketers can trace the website performance. Here performance refers to user conversions, engagements, visitors flow, etc. It also allows us to analyze other information on the website performance. It provides tips and tricks to help you make decisions for improving traffic on-site and the total revenue of the website.

2. What are the main objectives of Google analytics?

The critical set of activities any user requires and has to analyze in google analytics can be called its objectives. Marketers utilize Google Analytics objectives to evaluate what type of strategies and campaigns will work efficiently with visitors and which will not. Following are some of the main objectives of google analytics:

  • Destination: Destination is a particular location available on the website.
  • Duration: Duration is the time span that allows us to determine how far any guest stays on the website.
  • Page Visit: Page visit is the information about visitors and pages in a single visit.
  • Events: Events allow us to acquire information about different actions during one visit.

3. Describe Conversions?

Conversion is a general term used by google analytics while working. Conversion is defined as an event that happens when the google analytics objectives are achieved, leading to revenue generation for the business.

4. Explain KPI?

The full form of key performance indicators. KPI is a metric of google analytics. KPI metrics allow the marketers to analyze their websites according to different business goals. Business goals depend on location, time, and KPI metrics to comprehend the situation entirely and suitably assist marketers. Following are the important KPIs:

  • Sessions and users: It helps us in acquiring information about the manner in which traffic evolves on a website.
  • New and Returning visitors: It provides us with information about the frequency of the users returning to the website.
  • Goal conversion rate: goal conversion rate allows marketers to determine whether visitors carry out required actions or not.
  • Bounce rate: Bounce rate allows us to determine whether the requirements of the visitors are satisfied.
  • Time on page: It provides us the information about the time period spent on a specific website page.

5. Differentiate Page View and Session

Page View


1. Page View depicts each time a user loads the web page on the website. 1. We can define the session as a term used to represent a visit on the website.
2. A single acquire information about how a session may have several page views. 2. Every time a user visits a web page, it is regarded as a session irrespective of the elapsed time.
3. If the user directs through any other web page, we can also consider it a page view. 3. If the user departs and returns, we count it as a new session.

6. Describe Benchmarking?

Google Analytics benchmarking enables the website owners to determine whether the website reports are trending or not. It also helps the website owners to find out the website traffic. The data in the website reports helps us know how good you are competing in the industry. Through benchmarking, we can find out trending devices in the industry. We can compare our data against benchmarks for the below metrics:

  • %New Sessions
  • Sessions
  • Pages/Sessions
  • Bounce Rate

7. Describe the Acquisition report?

The acquisition division displays a website owner from where the visitors have originated. Users can be originated from social media networks, website referrals, and search engines. Through this acquisition report, we can understand which marketing methods are giving the best results for us.

8. Explain Session

When a user visits a website, the session gets started. The session lasts for 30 minutes, though we cannot change it. A session is the number of interactions a user holds in a time period on the website. The interactions can be visiting web pages, downloading e-books, and purchasing products.

9. Explain Funnels

It is a powerful method that all online businesses can use. A funnel is a sequence of web pages that our visitors must undergo for achieving the website goals. Following are the four kinds of funnels:

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

10. Differentiate Clicks and Visits?

Visits: Visits are the number of sessions associated with every visitor.
The visit is the start of any session or the first view of the session.

Clicks: Clicks relate to the number of times any user clicks or selects an ad.
We can click the ad multiple times.

11. Describe bounce rate?

Bounce rate is the percentage of website users who depart the website from the landing page without visiting the other page or taking any particular action. Bounce rate is the single-page sessions partitioned by all the sessions or the percentage of the sessions on our website in which users viewed only one page.

12. Describe Behaviour?

The behavior flow report displays the route users take on our website. It displays the user’s path from the landing page to the final page they visited on our website. The site content report displays the top content according to the performance. The landing page report allows us to see the total pages according to the traffic.

13. Explain Cookies?

Cookies are the text files that we store in the visitor’s browser when the visitor visits the website. It is important to memorize that cookies are browser-specialized in terms of ga.js

14. How do we change the session time?

We can change the session time through the session settings available in the admin section. In the admin section, we can change the session timings from 30 minutes to however we need.

15. What are the top channels google analytics utilizes to track your traffic roots?

Google Analytics tracks the top channels of the traffic:

  • Organic: People press search engine organic visit our website.
  • Paid: People who press the PPC ads in SERP(Search Engine Results Page).
  • Referral: People who come to our site from the sites like,, etc.
  • Direct: People who write our URL bar or website domain on the browser and visit our website.
  • Social Channels: People visit our website through Twitter, Facebook, or Instagram.

16. Explain the Exit rate?

Exit rate is the percentage of the site exits from a particular page or group of pages. It is the web page of our website that the visitor leaves. In Google Analytics, we can open the exit page in:
“Behaviour/Site Content/Exit Pages”

17. Explain Search Depth?

In Google Analytics, Search Depth is a metric. Search depth evaluates the average number of pages people visited after performing a search.

18. Explain Filters

In Google Analytics, we configure the filters. We use the filters to divide the data into small groups. Filters allow you to control the data that exist in the reports. For instance, we can filter internal traffic by displaying internal analytics.

19. How do we access the personal information of visitors through Google Analytics?

In Google Analytics, we cannot access the personal data of visitors.

20. How can we find the UA tracking code?

The full form of UA is Universal Analytics. We can find the Universal Analytics tracking code in the admin section of the web property.

21. How to create our goal in Google Analytics?

For creating the goal in Google Analytics, we have to follow the below steps:

  1. Press the “Admin” in the navigation bar.
  2. Press “Goals” in View.
  3. Press “+New” goal.
  4. Create our goal through the following wizard

22. Define Average Load Time?

Average Load Time is the average amount required by the website to load it in the browser.

23. How do we delete the goals in Google Analytics?

In Google Analytics, we cannot delete the goals. We can stop recording the goals by deactivating them.

24. Explain Demographics report?

In Google Analytics, demographics report provides the details about the gender and age of the visitors, and the interest, they convey through their online browsing and purchasing activities. In “Audience Report,” we can find the Demographics report.

25. Explain Site Search?

The site search button available on the website helps us to search within the website. In Google Analytics, the site search reports allow website managers to locate the queries or keywords that people use to search on the website. It enables them to perceive what users search, optimize, or design pages consequently. E-commerce websites largely use site Search.

26. Explain Page Views?

Page Views is the instance of the page being loaded or reloaded in the browser. It is a metric specified as the total number of pages viewed.

27. What is the use of Track Page View in Google Analytics?

In Google Analytics, we use Track Page View for registering a page view.

28. Explain Event Tracking?

Event Tracking is a common term in Google Analytics. Events are defined as user interactions with the content that we can track separately through a screen or a web page. Events include mobile ad clicks, downloads, Flash elements, video plays, and examples of the events that we may trace as events.

29. Explain ROI?

The full form of ROI is Return on Investments. We can use the ROI analysis report to evaluate the ROI implications of the multi-channel funnel data-driven attribution model.

30. What are the main components of Event Tracking?

Following are the three main components of Event Tracking:

  • Actions
  • Categories
  • Labels

31. What is RPC?

The full form of RPC is Revenue Per Clicks. In Google Analytics, RPC is an e-commerce metric. Through the RPC, we can find the keywords that are influencing our campaign. We can calculate Revenue Per Clicks as follows:
Goal Value * Conversion Rate

32. Explain Site Seed Report?

A slow site can damage the website’s ranking. Therefore, our website must have good speed. To gather the site speed data, open reports, “select behavior/site speed.” Site seed reports display how rapidly your website loads and is available to interact with visitors. It allows us to find the areas to be enhanced. Site Seed reports evaluate the following aspects of latency:

  • Page-load time to a pageviews sample on our site.
  • Execution load time or speed of all the discrete events, hits, or user interactions that we want to trace.
  • How rapidly the browser reads the document and sets it accessible for user interactions.

33. Describe Reverse Goal Path Report?

As the name suggests, the report adopts the user journey to the destination page. The reverse goal path traces the final three steps that visitors require for finishing the goal. It assists the webmaster in analyzing the conversions obtained by every conversion path. It offers a backtrack and repeat of the journey.

34. What is the purpose of the Time lag report?

The time lag report allows us to discover the time lag between the initial session and goal completion.

35. Explain the Event action?

In Google Analytics, we utilize the action parameter to name the event type that we use.

36. What is the use of the Visit Duration Report?

The Visit duration report classifies the visits according to the time the visitors spend on the website.

Intermediate Level Google Analytics Interview Questions

37. Explain Google Segments

A Segment is a subset of our data analytics. Like a piece of data in the complete data. It helps you understand and separate a part of the data to help you study the business trends. For instance, if you observe people from Delhi stopped utilizing your services, you can verify whether if your regional competitor initiated a campaign or your regional page has any issues. Following are the types of Segments:

  1. Subsets of Sessions
  2. Subsets of hits
  3. Subsets of users

38. Explain the Audience Report?

The audience report is broad or very particular according to our requirements.

39. Explain Remarketing Audience?

Remarketing Audience is essential for running the remarketing campaigns in the Google ads. Users who had previously visited your website but did not turn in can be your audience. After preparing the list, you can focus that audience with unique offers and start your market campaign.

40. Explain UTM Parameters?

The full form of UTM is Urchin Tracking Module. UTM Parameters are included in the URL for tracking Referral traffic, CPC, and Organic traffic. UTM is attached to your website URL for making them unique and easy for tracking the source of the website visitors. Following are the different UTM Parameters:

  • utm_medium
  • utm_source
  • utm_campaign
  • utm_content

41. Explain Real-Time report?

The real-Time report provides you the information about insights, reactions, traffic, source, etc., on a real-world basis. We update the report regularly and report the hit instantly after it occurs.

42. How do we connect Google Analytics and Search Console?

For using the search console reports, we have to enable the search console data sharing in the settings. How to do:

  1. Click admin>> select the property
  2. Click Property Settings
  3. In the search console, choose “reporting view & save.”

43. How can we install and configure tracking for mobile apps?

Installing the tracking code allows us to collect and send the data from the mobile apps to our analytics report. Follow the below steps to install and configure tracking code for the mobile apps:

  • Activate the app install tracking in our account for iOS and Android.
  • Upgrade the Analytics SDK for iOS and Android.
  • Configure Custom Campaigns.

44. What are the different reports available in Google Analytics?

  • Traffic Acquisition Report
  • Content Efficiency Report
  • Mobile Performance Report
  • Keyword Analysis Report
  • Landing pages report
  • New vs. Returning visitors
  • Bounce rate vs. Exit rate report

45. Explain the Attribution Model?

The attribution model is a rule or group of roles that define how we assign credit for conversions and sales to touchpoints in the conversion paths. We can set it according to your user behavior and market strategy. For instance, the first interaction model allocates 100% value to the first touchpoint. We can open the attribution model settings here: “Conversions/Attribution/Model Comparison Tool.”

46. What are the famous Default Attribution Models?

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

47. Explain Cohort in Google Analytics?

The cohort is a set of users who share a common feature detected by the analytics dimension. The cohort is also a set of visitors who share the same content at the same time. In Google Analytics, Cohorts are based on the acquisition date. Cohort contains four sections:

  1. Cohort size
  2. Cohort type
  3. Data range
  4. Metric

48. Explain custom parameters?

We can add the custom parameters to our landing page URLs, and it is a modern type of URL parameter. Steps to create custom parameters:

  • Select the analytics level
  • Specify your parameters - Custom parameters have two fields(Value and Name)
  • Add the custom parameter in the Custom parameter field.
  • Insert the custom parameter into the Tracking template field.

49. What are the different kinds of custom reports?

In Google Analytics, we have three types of custom reports:

  1. Flat Table
  2. Explorer
  3. Map Overlay Explorer

50. Explain assisted conversions?

In Google Analytics, we use assisted conversion tab for analyzing the indirect value of the marketing channel, a component of UTM, or the landing page we have to trace. The evaluation of the interactions apart from the last click that drives to conversion is known as assisted conversion. Through assisted conversion, we can detect the values of the channels that help at the mid-level or initial cycle. This assists businesses in terminating ignoring channels that drive the customers to the last marketing channel that ultimately becomes converted.

51. What is the best method to track e-commerce sales using Google Analytics?

After installing the pixels, open the admin panel of Google Analytics. In “All website data” we can find “eCommerce settings.” Activate the eCommerce tracking. Along with this, turn on advanced features like enhanced eCommerce reporting or Related products.

52. Explain Multi-Channel Funnel Report?

Through Multi-Channel Funnel Report, we can analyze how our marketing channels work collectively for creating conversions. The report helps us to illustrate the channel value. Through a particular campaign, we can identify which marketing channel is driving conversions.

53. Explain Category?

In Google Analytics, a Category is a name that we supply to a set of similar events that we have to analyze. For instance: Youtube Videos, profitable management, Reading, etc.

54. Describe Property, Views & Accounts?

The account is our access point for google analytics. We require a minimum of one account for accessing the analytics. According to our requirements, we can define the between the account and properties. We can either have one-to-many relationships or one-to-one relationships. Property is a web app or mobile app o,r device. The account can have more than one property. When we insert the property into an account, it creates the code that we have to use to collect the property’s data.

55. How do we avoid spam in Google Analytics?

In Google Analytics, we can filter the data from the spam resources.

56. How much customization is possible in Google Analytics?

We cannot customize Google Analytics completely. But, we can customize a few modules and features of Google Analytics according to our needs.

Advanced Level Google Analytics Interview Questions

57. Explain Model Comparison Tool?

In Google Analytics, we use a Model comparison tool for comparing the conversion measure through attribute modeling like last interaction, first interaction, time decay, etc. Model comparison tools allow us to compare the three attribution models with one another. For instance, we can compare how Twitter advertising works when applying the last clicks with time decay and linear attribution.

58. Explain Custom metrics and dimensions?

Custom metrics and dimensions act as default metrics and dimensions in our Google Analytics account, and we create them for collecting and analyzing data analytics. For creating or editing the custom metrics and dimensions, we must have edit permissions.

59. How can we track user engagement on AJAX or Flash websites?

We can utilize event tracking, or we can trace the interactions as page views and fix the goals.

60. What is the purpose of Label in Google Analytics?

Label imparts more information about the user’s action.

61. What is the difference between Sessions and Clicks?

The sessions column displays the distinct sessions launched by the users, and the clicks column displays the listings clicked by the users. There are several reasons why these don’t equate. The main reasons are:

  • A user might press your listings more than one time.
  • A user might press but closed the page before loading them completely.

62. Difference between the clicks and users?

The clicks column displays how many times users clicked your website listing, whereas the users column shows the number of distinct users who clicked your listing. There are several reasons why these numbers don’t equate. The main reasons are:

  • A user might press your listing more than one time.
  • A user might press the listing but closed the page before loading it completely.
  • The landing page does not include the tracking code.
  • Single-click with numerous visits.

63. Explain the treemaps report?

Treemap visualization allows the user to emphasize the most significant impact of a data set. One of the advantages of the treemap visualization is how readily it displays the correlated data.

64. Which kind of traffic utilizes auto-tagging?

Google ads utilize the auto-tagging feature.

65. Explain Experiments?

We use experiment tools to evaluate the results of the campaign with different views or designs. It is also known as A/B testing.

66. Can we split the users according to the devices?

Yes, we can split the users according to the devices. In the audience reports, we can analyze the data.

67. What are the Goals in Google Analytics?

In Google Analytics, a goal allows us to track the user interactions on your site. We can define which interactions you have to trace, like visiting thank you page after the purchase, ebook downloads, etc. In one web property, we can have 20 goals.

68. How to find the most famous pages on the website in Google Analytics?

For finding the pages of our website, we have to open the behavior section of Google Analytics.

69. How to discover where users are pressing most?

Through In-Page Analytics, we can discover where users are pressing most. In-Page Analytics is the extension of google chrome that assists us in seeing the click of the data available on the webpage.

70. What are the most important things that we have to analyze in Google Analytics?

Google Analytics provides us a lot of essential information. But there are few things we focus on every day like traffic sources, goal conversions, exit rate, bounce rate, and top-performing pages.

71. Is it possible to deactivate Google Analytics?

Yes, it is possible to deactivate Google Analytics.

72. What is the optimal bounce rate for any website?

The optimal bounce rate for any website is 30%.

73. Can we modify the data once the google analytics has processed it?

No, we cannot change the data.

74. Explain “Not Provided” Data?

The keywords data blocked by Google and not displayed in the Analytics reports are known as “Not Provided” Data.


We hope the above-mentioned Google analytics interview questions are helpful for you to crack job interviews and get the best jobs in the top MNCs.

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About Author


Liam Plunkett

Solution Architect

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