30 Google Analytics Interview Questions and Answers (Basic and Advanced)

Q1 What is Google Analytics?

Ans: Google provides a website analysis platform for budding marketers at no cost, which tracks and reports the activities of the website.

With an integration of the script, you can track multiple performances of the very site, such as- traffic, engagement, conversion, etc.

Google itself guides you on how to analyze website performance so that you can fine-tune the loopholes and increase both the sales and traffic.

Q2 What are the Goals of Google Analytics?

Ans: Goals are the targeted activities on a website that you need to screen through Google Analytics. Utilizing these goals, marketers monitor which campaigns are performing well in keeping with the given parameters.

There are Many Analytic Goals that Google Offers –

Destination: A particular location in your site.

Duration: The specific time of user spent on a website.

Page Visit: Most visited pages by the visitors during a single visit.

Events: The action performed by the visitors after the site visit e.g. – ad clicks, social media sharing, etc.

Q3 What are Conversions and how they get Tracked via GA?

Ans: This is one of the most frequently asked questions during a GA interview session. When an action happens on a site and fulfills the preset objective set by Google Analytics, considered as a conversion. Conversions translate into revenue in business websites.

For tracking conversions on the website, Google Analytics Goals are used.

Q4 In Google Analytics, what is the Function of KPI?

Ans: KPI is an abbreviation of Key Performance Indicators. KPI metrics assist marketing individuals to analyze their website based on different parameters. Some of these KPI’s are:

  • Users
  • Session
  • time
  • Bounce rate
  • Conversion rate etc.

Q5 What is a Session?

Ans: A session starts with the user visit on the website. A session can be prolonged up to 30 minutes with no activity from the user’s side.

A fresh session is initiated if the point of origin shifts. For example, it could be via organic methods or can happen through PPC ad-clicks.

Q6 What is more Essential – Bounce rate or Exit rate?

Ans: Both the bounce rate and exit rate have equal significance in terms of performance metrics. However, it depends from page to page of a website and the on-page action. For example, a ‘Thank You’ and a ‘Contact Page’ page will have a high exit rate.

Q7 Can Google Analytics be Tracked Through Google AdSense campaigns?

Ans: It can. The accomplishment of Google AdSense campaign is measured by Google Analytics.

If any revenue gets generated via AdSense exercises on a website, Google Analytics is essential in providing a report on how each page has performed including the revenue accommodation.

Q8 How does Google Analytics give Conversion Tracking and what can you Deduce by Conversions?

Ans: When any goal gets accomplished, we can infer that a conversion has taken place. Conversion tracking is done by:-

  • Building a tracking URL
  • Using the tracking URL
  • Defining the Objective

Q9 How does Google Analytics Track and Boost the Sales of an E-commerce Website?

Ans: Use Google Analytics’ Goal Funnel feature to analyze the performance of an e-commerce website. It shows each activity related to adding products in a cart till the payment is done and revenue gets generated. Other conversions can also be tracked depending on the goal typeset on Google Analytics.

Q10 What is Benchmarking?

Ans: A website’s performance is compared to other websites of the same industry and the comparison is termed as ‘benchmarking’. This gives an in-depth analysis of the marketing activities and helps marketers in gaining the perception of industry trends and work effectively aligning with the other websites.

Q11 What is Funnel in Goals?

Ans: A set of steps that need to be followed to reach the destination page. Several site pages need to be visited before reaching the destination page and complete the set Goals. For instance, in a Newsletter site, the actions are

Subscription Pop up => Sign up => Enter Details => Thank You Page

Q12 In Google Analytics, what does the Acquisition Report Implies?

Ans: This is a vital question in a Google Analytics guide which includes information on the techniques employed to market your website and earn traffic. Acquisition report gives details on the channels used by the incoming traffic, the point of origin and keywords used.

Q13 In Google Analytics, what does Behavior Mean?

Ans: How the visitors interact with your website content and move through your website is commonly known as ‘behavior’.

It helps in assessing the website in respect to user interaction so that the future changes can be done to optimize the web performance and user behavior including the bounce rate reduction.

Q14 In Google Analytics, what does the Report Stand for?

Ans: A report shows user interaction with the pages on a website and gives details that help in the redesigning of the website. Before going to a Google Analytics interview, it is a must to go through a Google Analytics report to realize its efficacy.

Q15 What are the Custom Report Types in Google Analytics?

Ans: There are 3 types of reports in Google Analytics –

  • Explorer
  • Flat Table
  • Map Overlay

Q16 What is Map Overlay in Google Analytics?

Ans: Map Overlay is a diagrammatic representation of different regions of the world and countries. The darker shades of colors indicate more niche locations for traffic engagement and volume.

Q17 What is the Role of the Site Search Button?

Ans: It indicates what people are looking for when they visit the website.

Although it is a simple question, yet it has high relevance in a Google Analytics Interview.

 Q18 What is a Cohort in Google Analytics?

Ans: Cohort refers to a category of users who share the same content at the same time. They are classified into:

  • Cohort size
  • Cohort type
  • Date Range
  • Metric

Q19 How to Pinpoint which Keywords are Sending Paid Traffic to the Website?

Ans: Both organic and paid sources can be determined from the Keyword column in Google Analytics.

Q20 How to Pinpoint the Page which has the Most Number of Clicks from Incoming Traffic?

Ans: Google Analytics offer in-page analytics which tracks the highest number of clicks from any given page on the website.

Q21 What Tool is used to Gauge User Engagement on Websites which Utilizes Flash or AJAX and are Located on an HTML page?

Ans: Event Tracking can be used to track that website traffic, interactions as ‘Pageviews’ and set goals.

Q22 Mention 3 Components of Event Tracking

Ans: The 3 components of event tracking are:

  • Categories
  • Actions
  • Labels

Q23 How can you Configure and Install Tracking for Mobile Applications?

Ans: There are several steps to be followed to configure and install tracking for mobile applications:

Enable application install tracking for Android or iOS accounts.

Upgrade Analytics SDK for Android or iOS

Set up Custom Campaigns

Q24 What Role does RPC Mean?

Ans: One of the most essential metrics for E-commerce tracking and also a most asked question in Google Analytics interview, RPC stands for Revenue per Click.

Q25 How to Mark the Most Frequently Visited Pages on a Website?

Ans: Behavior section in Google Analytics can exactly help to point out the Top 10 trending content on the website.

Q26 What is the Difference Between Clicks and Visit?

Ans: An action or event on a website that for a particular product is called a click whereas the time taken by a person on a particular page or the website is called a visit.

Q27 How many Types of Product Linking are there in Google Analytics?

Ans: Product linking is categorized into:

  • Adsense linking
  • Ad exchange linking
  • Google Play
  • DoubleClick Bid Manager (DBM)
  • Postbacks
  • DoubleClick Search
  • DoubleClick Campaign Manager
  • BigQuery
  • Search Console
  • Google Ads Linking

Q28 What is the ROI Formula?

Ans: The formula for Return on investment is the most frequently asked question in a Google Analytics interview. The formula is:

(Revenue – Cost) / Cost.

Q29 Which Channels are used by Google Analytics to Track Incoming Traffic to a Website?

Ans: Google Analytics tracks traffic sources by:

  • Paid Search
  • Referral
  • Organic Search
  • Direct
  • Social
  • Others

Q30 How to Create an Objective or Set a Goal for a Particular Website?

Ans: There are four major steps involved in Google Analytics to set up a goal:

  • Click “Admin” in the navigation bar
  • Click “Goals” under View
  • Click +New Goal
  • Create Goal by following the instructions


These Google Analytics Interview Questions are mostly asked by the interviewers and will help boost your morale during preparation.

Complete knowledge of Google Analytics can be achieved by undergoing specialized training on Web Analytics. Be a certified web analytics experts with the proper training on the same.


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