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Google Analytics is a free web analytics tool provided by Google for owners of websites. It helps in understanding your website audiences. Analysing trends of visitor behaviour on your website helps you in reorienting your website for better performance.

All this means that it is an important tool to use for every Marketer or a Business Owner. So, if you are looking for a job in web analytics, here is a list of the top 23 Google Analytics Interview Questions that you must know and answer well.

Let us dive straight into the Google Analytics interview questions that a hiring manager will ask you as you sit in that hot seat to get your first web analytics job. 

1. What is Google Analytics & what are its benefits? 


Ans: Simply put, Google Analytics is a free web analytics tool that helps in understanding the interactions of your audience with your website. It helps in depicting the data related to your website in graphs and charts in a manner that gives you actionable insights. The key benefits of Google Analytics are: 

  • Understand the pages that are performing well and those which are not. 
  • Gain insights into the geographic locations that work best for you. 
  • Get help in business segmentation and allows yourself to optimize your web pages for a particular audience. 

2. Why is Google Analytics important? 

Ans: Analytics in general and Google Analytics in particular is important for giving Online Marketing the status it has reached today. Analytics gives the ability to a Marketer to track and measure the performance of his promotional campaigns and make them sustainable. Being a free option to analyse web data, Google Analytics has become an important tool for Online Marketers of the day. 

3. What is the role of KPIs in Google Analytics? 

Ans: Read this answer precisely well, this is one of the most frequently asked Google Analytics interview questions. To break it up, KPI stands for Key Performance Indicators. These are specific metrics that are important to a business. Most important KPIs include: No. of visits, no. of clicks, sessions, returning users, first-time users, and bounce rate. It is here where all your optimization starts and ends.  

4. Does Google Analytics support real-time data? 

Ans: Yes, Google Analytics gives you real time data. There is an option to understand the activities of visitors on your website at any given moment. But such analysis does not work well for small business websites or websites with low traffic. Analysing real time data makes logical sense only for big websites with thousands of visitors at a given point of time. 

However, if you are running a systematic paid or a Social Media campaign, this function can do wonders to your efforts. 

5. Explain A/B testing in Google Analytics? 

Ans: A/B testing is another important Google Analytics Question that is almost sure to come your way. A/B testing is a mechanism to identify the best performing variation of a web page. In this, you divert your traffic equally to two pages equally and analyse the results on both the pages. This activity makes the decision making data based as opposed to intuition based.     

6. Is there a way to identify top performing pages using Google Analytics? 

Ans: Yes, that’s an important job that Google Analytics will do for you. And in all honesty, this will be the analysis you’ll be doing at all given times.  In order to find the top 10 most performing pages, just go to the behavior section of Google Analytics and they will be in front of you. 

7. Is there a difference in conversion tracking in AdWords & Analytics? 

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Ans: Yes, they both are different. In the case of AdWords the conversion is attributed to the last Ad click and in Analytics the conversion is attributed to the last interaction made. With respect to the time of conversion, AdWord considers the first click while Analytics considers the final interaction. 

8. What is bounce rate and what %age of it is considered good? 

Ans: An easy Google Analytics interview question the answer which is mostly gotten wrong. Bounce rate is a measure of the number of visitors that come to your website without checking any other page of the website. Higher the bounce rate the worse your page is performing. 30% bounce rate is considered to be normal while that in between 30% – 70% is worrisome. Above 70% gives you a signal that your website needs immediate optimization.    

9. What are properties & views in Google Analytics?

Ans: The top level thing in Google Analytics is an account which may consist of multiple properties. A person can have multiple accounts with the same login credentials. A property is created for every domain or the account that deals with it. An account is eligible to have multiple properties and every property can have multiple views. By the way, a view is a point that gives access to data in the form of reports. 

10. What are dimensions & metrics? 

Ans: We have reports on a table in Google Analytics, dimensions are in rows and metrics are arranged in columns. Dimensions may be a city, browser, geography or product type. On the other hand, metrics are measurements to it such as bounce rate, session duration, events etc.  

11. Can you track Google Adsense campaigns with Google Analytics? 

Ans: Of course you can. In fact it is recommended to use Google Analytics to understand your AdSense campaigns due to the precision of information given.  You will get a point by point report about which of the site pages have performed the best and made you some good AdSense income. 

12. Can you improve your eCommerce sales with the help of Google Analytics? 

Ans: There is a feature to examine achievements of your e-Commerce activities which is called the Goal Funnel. It tells you about the individual shopping activities and give you insights into the sales conversions and related goals. 

13. What is the Acquisition report? 

Ans: Another great question that you should be prepared to answer in a Google Analytics interview. Acquisition report lets you know about the user acquisition on your website through various channels such as keywords, campaigns and source.  It gives you a clear picture on the origin of your website visitors.  

Rapidfire Google Analytics Questions & Answers 

In this section we will deal with some Google Analytics Questions & Answers that will be asked a lot after 2019. It is best to go through them a number of times so that the answers are on the tip of your tongue. 

14. What is a Cohort?  

Ans: Cohort is a name given to a set of customers who share the same characteristics. They might be people who have brought the same kinds of products or those that have bought products on the same occasion. It helps in analysing trends in a group. 

15. What is CTR?

Ans: This is a very basic Google Analytics interview question that everyone must know. CTR means click through rate. For example, if 100 people visit a blog post, and 5 click on it, the CTR is 5%. It is an important calculation to make, especially if you are running paid ads. 

16. What is Average CPC? 

Ans: CPC means cost per click. When you talk about its average, it’s the total number of clicks that an Ad has received divided by the total money spent on it.

17. What is Conversion Rate? 

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Ans: It is the %age of the total number of goals met by campaign in view of the total clicks generated by a keyword.  

18. What are Pages Per Session?  

Ans: It is the total number of pages viewed after a visitor lands to your website through an ad campaign. 

19. What is a destination in Google Analytics?

Ans: A conversion gets recorded when any specific URL gets loaded. You can either  have the URL to exactly match or you may just mention the starting part of the URL. 

20. What does session duration means? 

Ans: It is the amount of time that a user spends on a specific part of the website. The more time that a person spends, the better is your performance. 

21. What is an event in Google Analytics? 

Ans: You gotta get this answer right in a Google Analytics Interview. An event is a word for the collection of any interaction with your website. Examples are: Clicks, downloads, video plays etc. 

22. How can you create a goal?

Ans: There are four steps to goal creation in google analytics: 

  • Go to “Admin” 
  • Click on “Goals” under view
  • Now click on “New Goal” 
  • Then create your goal by following the wizard  

23. What is Benchmarking? 

Ans: Benchmarking is a way to compare your site’s performance to previous results. It also lets you compare your results with industry averages. It is extremely useful in competitor analysis.  


This was a comprehensive list of Google Analytics questions and answers that you must be prepared to answer to get through a Google Analytics interview. You should check out a full course on Web Analytics to get more insights. 

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Mir Saeid

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