25+ Google Analytics Interview Questions And Answers To Know in 2024

Updated on: Apr 4, 2024

Data is the new oil for our world and one of the most important elements of any company’s marketing strategy today, especially because of Google Analytics. With the growth in the database of a particular brand/business, the need for a data expert/data analyst who can interpret the data and conclude what can be best done for the benefit of the brand. Read this blog to understand the 30+ Google Analytics interview questions and answers-

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Google Analytics Interview Questions With Answers:

To help you with your interview, we’ve divided this section into 3 parts:

  1. Entry-level Google Analytics interview questions and answers
  2. Intermediate-level Google Analytics interview questions and answers
  3. Expert-level Google Analytics interview questions and answers


Google Analytics Interview Questions and Answers

Entry-level Google Analytics Interview Questions With Answers

Q1. Tell us what is Google Analytics?

Ans. Google Analytics is a web analytics tool by Google that helps extract and analyze data related to traffic on a website. It helps optimize a website, thus enhancing the user experience. Google Analytics gives actionable insights in the form of tables and graphs.
It tracks multiple activities of a website visitor like user engagement, visitor flow, and number of conversions, with attributes such as age, gender, and interests with the help of a tracking code.

Q2. What are the key benefits of Google Analytics?

Ans. The main uses of Google Analytics are –

  • Helps you understand where your visitors are arriving from
  • Consumer behavior analysis
  • Enhance your marketing channels based on the data
  • Analyze what works best for you 
  • Improve your conversion rate

Q3. What is meant by KPI in Google Analytics?

Ans. This is a common question asked during interviews. KPI means key performance indicator. The main function of KPIs is to track all the important performance metrics when it comes to business such as –

  • Number Of Visits
  • Number Of Clicks
  • Sessions
  • Bounce Rate
  • First-time Visitors
  • Returning Users
  • Exit Rate
  • Conversion Rate
  • Pageviews

Q4. What is a session?

Ans. When a user visits the website, he might make a group of interactions that are recorded by Google Analytics, these are called sessions. Google Analytics records and tracks every single session on a webpage. It starts when a user loads and enters your site and ends with 30 minutes of inactivity.
The actions can be visiting pages, downloading e-books, purchasing products, etc. As session times out, non-active users won’t distort data. For example, visitors who keep a website open in a different tab won’t be counted past the 30-minute session marker.

Q5. What is the bounce rate?

Ans. The bounce rate is the percentage of visitors who simply enter the website and choose to immediately leave or ‘bounce’ instead of continuing to view other pages on the same site. 

It is calculated by dividing the total number of single-page sessions by the total number of sessions and represented by a percentage of the total number of visits or sessions.

Q6. What are the ways through which one can reduce the bounce rate of a website?

Ans. Reducing bounce rate is a big task for any marketer, one can do so by:

  • Increasing engagement on the website
  • Introducing CTA buttons interlinked to the website
  • Showing pop-ups with discount codes and offers as soon as someone visits the website
  • Improving page speed and user experience of the website

Q7. What are Google Analytics goals?

Ans. Google Analytics goals can be anything from making a purchase for an e-commerce site, submission of a form for a marketing site or even completing a game level for a gaming site. It really depends on the genre of the company. 

There are 4 types of goals in Google Analytics – 

  • Destination goals – to measure screen views which are considered a conversion 
  • Duration goals – to measure the average time spent on a page as a conversion
  • Event goals – when you consider a click on a link, video, form submission, or a download as a conversion
  • Pages or screen per session – when you count the number of page views per session as a conversion

Q8. What is Funnel in Google Analytics?

Ans. This is a very valid and common Google Analytics interview question. – a funnel is a series of web pages, like a navigation path that your visitors need to go through in order to meet the goals of the website. Essentially, it comprises one goal which is a webpage and one or more funnel pages.

It helps identify where users start and end their buying process. Based on this one can remove the blockages in the conversion process. There is a limit of 20 funnel pages in Google Analytics.
There are 4 types of funnel available in Google Analytics:

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

Q9. Explain what acquisition reports are about in Google Analytics.

Ans. Acquisition reports in Google Analytics analyze and record how users enter your website. There are different reports to analyze everything from the source of the traffic, meaning where the use arrived on your site. 

It could be directly, through a search engine, social media site, etc. It also measures how successful a particular ad campaign might have been in attracting users and generating leads.

Q10. Clicks and visits – what is the difference?

Ans. Clicks indicate an action performed on a website, such as clicking on a link, going to a new webpage, downloading a brochure, etc. A visit is the time a user spends on the website.

Q11. What do you mean by behavior in Google Analytics?

Ans. Behavior in Google Analytics simply means what a user does on your website. Essentially, it identifies the path users take or how they navigate through your website. 

This is very important as it can help you understand what kind of content a user is engaging in and make improvisations accordingly. 

These reports can help you understand user behavior:

  • Site content report: shows the top-performing content based on their performance.
  • Landing page report: shows the top pages based on traffic.
  • Site speed report: shows a graph of the load time of all pages.

Q12. What is the exit rate? 

Ans. An exit page is the last page a viewer viewed and left the website in that particular page. The exit rate indicates the number of times the user left the site from a particular page. 

Exit rate is calculated as the total number of exits divided by page views and is represented as a percentage. Normally your thank-you pages and your blogs will have a higher exit rate.
In Google Analytics, you can get exit page in:
Behavior > Site Content > Exit Pages. This report gives you the number of Exits, pageviews, and the % Exits.

Q13. What is the site search button used for?

Ans. The site search button is used to identify and analyze how a user searches your site. With this tool, a user can know what search terms were used and if the search results created any kind of engagement with your website if it led to a conversion, etc. Site search button is highly beneficial for e-commerce website.

Q14. Can you set up tracking for mobile phones?

Ans.Yes, you can track phone calls that are from a mobile number on your website using Google’s phone call conversion tracking option. It will help you understand how effective your ad campaigns have been at driving calls from your website.

Note: It only tracks the number of people who clicked on the “Call” button and not the number of people who actually called.

Intermediate-level Google Analytics Interview Questions and answers

Q1. Define Event Tracking in Google Analytics.

Ans.Events are user’s engagements with content which can be tracked from a web page or a screen load.
Examples: downloads, mobile ad clicks, gadgets, Flash elements, AJAX embedded elements, and video plays are some actions one can track as Events.

For example, a website owner can set up event tracking to see how many visitors download an ebook, watched a video, etc.

Q2. What are the 3 elements of event tracking?

Ans. The 3 elements of event tracking in Google Analytics are –

  • Category – A category is a similar group of objects you want to track on the website. It can include videos, web pages, etc. It can be tracked by downloading a PDF report with the names of the titles of videos, webpages, etc.
  • Action – Action is another name for Google event tracking
  • Label – Label is the name of the web page elements such as the video title, web page title tag, etc.

Q3. How can you increase e-commerce sales through Google Analytics?

Ans. Some popular ways of boosting e-commerce sales using Google Analytics are setting up:

  • Conversion funnels
  • Finding pages that lead to conversions
  • Using custom URLs to track data
  • Identify a list of the top referral sites to pursue them aggressively 
  • Find keywords that can help increase conversions

With search engine optimization you can increase traffic on your website by finding out what works for you SEO-wise and replicating it. Read Top 10 Benefits of SEO.

Q4. What is site speed in Google Analytics?

Ans. Site speed in Google Analytics indicates how quickly your site loads for visitors to interact with. This is a very important tool as it can help identify the key areas of improvement on your website to increase site speed. A slow site speed can really affect your search engine ranking as well. Site speed data can be found in reports – select – behaviors – site speed.

An ideal site speed, recommended by Google, is under 3 seconds. The site speed measures 3 aspects –

  • Page-load time
  • Load time of single-user interaction such as an event, hit, etc.
  • How quickly the browser surveys the document and makes it ready for the user

To collect site speed data, Go to reports, select behavior > site speed.

Q5. What is ROI and how to calculate it?

Ans.ROI is abbreviation for Returns On Investments. ROI is used to evaluate the profitability of an investment relative to its cost.

Formula: ROI= (Revenue – Cost) / Cost.

Q6. What is RPC in Google Analytics?

Ans. RPC means revenue per click and is mostly used by e-commerce sites. It is an uncommon question and hence, one needs to be familiar with it. It states the value of every click.
You can also identify which keywords are doing well for the campaign and bringing in conversions.
The formula for RPC is Total Revenue ÷ Total Clicks.

Also Read: Top 50 Digital Marketing Interview Questions & Answers

Q7. What do you understand by custom dimensions and custom metrics?

Ans.Similar to default dimensions and metrics in your Google Analytics account, custom dimensions and metrics are ones you build to gather and examine data that Analytics doesn’t normally track.
To add or modify custom dimensions and metrics, you must have edit authority.

Q8. What is Reverse Goal Path Report in Google Analytics?

Ans. This report is about following the user journey to the destination page. Reverse goal path report tracks the last three steps that the visitor took in finishing a goal.
It helps the website owner to see the number of conversions generated by each conversion path.

Marketers can go to Conversions > Goals > Reverse Goal Path to access the report.

Q9. What is a site speed report in Google Analytics?

Ans. Site speed report gives information regarding how quickly the website loads and is ready to interact with visitors.
Site speed report measures:

  • Page-load time
  • Execution speed of any event, or user interaction that a website owner wants to track
  • How quickly the browser loads any document and makes it available for user interaction.

Q10. What do you understand by event action?

Ans. Action parameter is used to name the type of event we want to measure. This action is literally what the user does.

Q11. What do you understand by account, property & views in Google Analytics?

Ans. An account is your access point for Analytics. One atleast needs one account to access analytics.

Property is a website, mobile app or device where you want data with the help of Google Analytics. An account can have multiple properties.

View is your access point for reports. One can find reports in views section.

Q12. What is Google Segments?

Ans. A segment is a part of your data. For example, among your entire set of users, one segment might be from the age group between 18-24 years. ANother segment can be users who are 18 and are female.

Segments help you segregate and understand the subsets of data to help you examine the trends in the business. Let’s say you noticed that a particular segment of people are not coming to your website or doing any interactions. You can pick that up and analyze what went wrong and fix it.

Expert-level Google Analytics Interview Questions and answers

Q1. Can you list the types of custom reports in Google Analytics?

Ans. There are 3 types of custom reports –

Explorer – This is a basic report that includes a line graph and data table

Map Overlay – This type of report is represented by a colorful global map that indicates traffic, engagement, etc.

Flat Table – This is a very common report and as the name suggests, includes a sortable data table in rows

Q2. Name some of the reports in Google Analytics


  • Mobile performance report
  • Traffic acquisition report
  • Content efficiency report
  • Keyword analysis report
  • New vs Returning visitors
  • Landing pages report
  • Bounce rate vs Exit rate report

Bonus Read – How to do Keyword Research 

Q3. Define cohort in Google Analytics.

Ans. A cohort by definition is a group of users who share at least one common characteristic. The cohort analysis in Google Analytics makes you understand cohort behavior based on time.

For example, if you sent out a newsletter today, all users with the same acquisition date will belong to the same cohort. The report will give you all the behavioral data of the users you acquired.

Q4. Define ‘Attribution Model’ in Google Analytics?

Ans. The rule, or collection of rules, known as the attribution model establishes how touchpoints in conversion paths are given credit for sales and conversions. It may be adjusted in accordance with user behavior and your marketing plan. For instance, the first touchpoint is given 100% value under the First Interaction Model.

Q5. Name some popular Default Attribution Models?


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

Q6. What is benchmarking?

Ans. Benchmarking is a useful tool in Google Analytics. It compares your website’s performance to your past performance and well as the industry average. It is very insightful as it shows information related to the industry trends and helps compare with industry competitors.

Also Read: Top 50 Digital Marketing Interview Questions & Answers

Q7. What is meant by conversions and how can you track them through Google Analytics?

Ans. A conversion is when a user performs an action that you were aiming for and ‘converts’ into a user. This is also a kind of return on investment to the website. It is similar to goal tracking.

Goals in Google Analytics can be used to track conversions. Any predetermined goal can be tracked such as submission of a form, purchases, high level of engagement, etc.

It is important to properly set up goal tracking in Google Analytics. A hack here is to break your conversion tracking into two types of goals, macro and micro goals. Macro goals are the ones with monetary value such as leads or a purchase. Micro goals are important for site health and traffic such as time spent on site, engagement, scroll depth, etc.

Google conversion path reports are also used to track conversion. It shows how a user converted, not only the point at which he converted. This can help strategize better.

Q8. How can one identify the keywords sending traffic to your website?

Ans. It is integral to know what keywords your site is ranking for and send traffic to your site. You can do this by –

Connect Google Search Console to Google Analytics
Google Analytics > Acquisition > Search Console > Queries. The data for keywords, impressions, clicks, click-through rate, etc. will be displayed
Google Analytics > Acquisition > Search Console > Landing Pages report and then click on any of of your URLs to see what users are searching on Google to find the page

Bonus Read – How to do Keyword Research

Q9. How can you know where your users are entering from?

Ans. To know the traffic source of a page, go to behavior and then site content. Thereon, one can choose whether they wish to see the traffic of all web pages, a landing page or an exit page.

Q10. What makes you a good candidate and why should we hire you?

Ans. As this is a very subjective answer, you need to highlight what you have to offer to the company and how you could be an asset to them. You could answer this by saying that not only do you have the technical knowledge of Google Analytics but also can apply business and marketing-related knowledge to increase overall conversions and achieve other goals.

You could share a case study example or an actual example of how you applied your technical as well as theoretical knowledge for the best outcome.

We recommend you read Top 11 Skills Employers Look for in Every Candidate to do even better at your interview.

Get Assured Placements - PG in Digital Marketing

Where can you learn Google Analytics quickly?

All of the above Google Analytics interview questions and answers will go beyond your understanding if you don’t have a professional certification stating that you know the tool properly. 

IIDE offers a Certificate Course in Google Analytics wherein industry experts teach everything in Google Analytics in just 5 hours. This is what you learn-

  • Introduction to Google Analytics
  • Hierarchy of Tracking Within Google Analytics
  • Audience Acquisition Analysis
  • Behaviour Analysis and Conversion Tracking 
  • Customizing Google Analytics


Learn the tool before you sit to prepare Google Analytics interview questions and answers. 


To Conclude 

We highly recommend making a dummy account and going through the dashboard before the interview.  

Also, for all those who want to expand their horizon and not just specialize in Google Analytics, we have an intensive Online Digital Marketing Training where all digital marketing skills are taught with practical application. This course also offers 100% placement assistance so you need to look no further.  

If you found this blog on the google analytics interview questions insightful, let us know in the comments below.


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Meherzad Karanjia

Ex Chief Learning Officer, IIDE

He has over 19 years of experience in the Digital Marketing and Design space. He is someone who understands all the elements of the Digital gamut ranging from User Experience, Graphics Design, SEO, SEM, Analytics, Media Planning.....[Read full bio]

1 Comment

  1. Sahil Bodake

    This is a great resource for anyone preparing for a Google Analytics interview! The article provides a comprehensive overview of common Google Analytics interview questions and answers. It covers a wide range of topics, from basic concepts like sessions and bounce rate to more advanced topics like conversion tracking and attribution modeling. I especially liked the inclusion of example interview questions and answers. This is a must-read for anyone looking to land a job in digital marketing.


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