Google Analytics Individual Qualification (GAIQ) 2020 – Study Guide with Questions

What is the Google Analytics Individual Qualification (GAIQ) Exam?

Google Analytics Individual Qualification (or Google Analytics IQ or GAIQ) is an exam conducted by Google to test your knowledge of Digital Analytics and Google Analytics platform.

Once you pass this exam, you get a certificate from Google through which you can demonstrate your proficiency in Google Analytics to your client/employer.

This certificate is valid for 12 months from the date you passed this exam. You need to retake this exam every 12 months to keep the certificate valid.

There are no fees to take this exam.

You can get the GAIQ certification through Google Academy for ads

You can even print your certification in your Academy for Ads Profile.

The Difference between Google Analytics IQ Certification and Google Partners Badge

When you pass the Google Analytics IQ assessment, you get a personalized certificate issued by Google.

However, you still can not use the Google Partners badge. In order to qualify for Google Partners badge, there are certain requirements that you must meet before you become eligible to get a personalized badge from Google. These requirements include:

  1. Getting one or more individuals in your company certified in Google Adwords
  2. Meet a 90-day ad spending requirement of US $10,000 across your managed AdWords accounts
  3. Meet performance requirements in terms of overall ad revenue and customer base.

When you qualify for a Google Partner badge, you a get a certification link hosted on Google which is a proof that you are actually a Google Partner and not someone who is pretending to be a Google Partner:

So if you see someone using a Google Partner badge on a website that is not clickable then there is a high possibility that the badge has been used fraudulently.

Get the E-Book (50 Pages)

Get the E-Book (62 Pages)


The Difference between Google Analytics IQ and Google Marketing Platform Certified

#1 GAIQ certification is for individuals. Whereas Google Marketing Platform certification is for companies which provide consulting, training and technical support services for Google Marketing Platform (DoubleClick Digital Marketing and Google Analytics 360 Suite)

Note: Google Marketing Platform Certified was formerly known as ‘Google Analytics Certified Partner

#2 Having a GAIQ certification does not by itself qualify you or your business to become a Google Marketing Platform Certified. To become a Google Marketing Platform Certified, you would need to meet several other requirements which are listed here.

#3 As an individual you can become a GAIQ certified. But you can not become Google Marketing Platform Certified as an individual. You must have at least five local, full-time employees working with Google Marketing Platform products (DoubleClick Digital Marketing and Google Analytics 360 Suite) and have passed one or more product certification exams in:

#4 Google does not offer any Google Analytics IQ badge when you pass the GAIQ test. But it does offer Google Marketing Platform Certified badge when your business qualify to become a Google Marketing Platform Certified:

Note: Creating or displaying a GAIQ badge on your website is against Google trademark policies and may result in your GAIQ certification being revoked.

#5 Once you pass the GAIQ exam, you can share your certificate with others via Google Partners public profile page. On the other hand, once you qualify for Google Marketing Platform Certification, you get your own listing in the Google Marketing Platform gallery.

Note: The GAIQ exam is available in several foreign languages in addition to English.

The Difference between Google Analytics IQ and Google Marketing Platform Sales Partner

Google Marketing platform sales partners are Google Marketing Platform certified companies that work more closely with Google to help sell their products.

A company which qualifies as a sales partner gets a Google Marketing platform sales partner badge:

How to Prepare for the Google Analytics IQ Exam

#1 Google’s Recommendation

Google recommends that you take the following two courses at Google Analytics Academy in order to prepare for GAIQ:

#1 Google Analytics for Beginners

Google Analytics for Beginners course covers (but not limited to):

  • How to create an account
  • How to implement tracking code
  • How to set up data filters.
  • How to navigate the Google Analytics interface and reports
  • How to set up goals
  • How to set up campaign tracking

#2 Advanced Google Analytics

The Advanced Google Analytics Course covers (but not limited to):

Each course is made up of several units.

Each unit covers one or more topics.

Each topic has got a video, transcript, additional resources to read and multiple-choice questions (called Assessments):

Watch every video, take notes and complete various assessments. It is important that you go through the additional resources and take notes.

Watch the Analytics Academy Q&A Video:

Even if you have already passed GAIQ test several times before, it is important that you go through the study material and familiarize yourself with any new topic. You will almost always find something new added to the course material.

Watch videos but don’t waste time taking notes from them. Instead, use the ‘Text Transcript’ at the bottom of each video to take notes.

This is because the majority of these video tutorials rush through the study material and you will have a hard time taking notes from them directly.

In just 2 to 3 hours you can complete these two courses.

#2 My Recommendation

The two courses recommended by Google are not enough to prepare you for GAIQ. You need a lot more preparation than that.

Go through following additional study material:

#1 Take the Google Course: Ecommerce Analytics: From Data to Decisions

The ‘Ecommerce Analytics: From Data to Decisions’ course covers:

  1. Introduction to Ecommerce Analysis
  2. Understanding Customers
  3. Understanding Shopping Behavior

#2 Read the following articles on Google Analytics one by one:

#1 Difference between Google Analytics and Universal Analytics

#2 Google Analytics Account Structure and Governance

#3 Understanding Sessions in Google Analytics

#4 Google Analytics Dimensions and Metrics explained in great detail

#5 Google Analytics Channels, Source, and Medium explained in great detail

#6 Beginners Guide to Google Analytics Attribution Modeling

#7 Guide to Google and Universal Analytics Cookies

#3 Read the following articles on Google Tag Manager one by one:

#1 Google Tag Manager Tutorial for Beginners

#2 Understanding Triggers and Variables in Google Tag Manager

#3 Regular Expressions Guide for Google Analytics & Google Tag Manager

You are likely to get a few high-level questions on Google Tag Manager. So be prepared for that.

#3 Download and read the following two e-books:

Get the E-Book (50 Pages)

Get the E-Book (62 Pages)


#4 Join the Google Analytics Solutions Community and ask your questions there.

#5 Practice what you learn.

Practical knowledge is very important in order to pass this test. The majority of questions you get in your exam are based on your understanding of the Google Analytics topics and this understanding can be developed only through practicals.

Google Analytics IQ Exam Format

#1 GAIQ exam consists of 70 questions that you need to complete within 90 minutes. That means you have slightly less than 1 and ½ minute to answer each question.

#2 The passing Score for this exam is 80%. What that means you need to correctly answer at least 56 questions.

#3 You can retake this exam as many times as you wish. But you need to wait for one day before you can retake this test. However, you may never know which answers were incorrect and what are the correct answers. So even if you retake the exam just to improve your score, it won’t make much difference, as you can make the same mistake twice.

#4 The exam comprises of multiple choice and true and false questions and many of them are of ‘check all that apply’ type.

#5 You cannot pause the test. Once you start the test, the exam timer will continue to run until 90 minutes have elapsed or you choose to finish the test. If in the middle of the test, you close your web browser or your computer shut down, the timer will immediately expire. You will then have to wait for one day before taking the assessment again.

#6 You cannot mark questions and revisit them later during the test.

#7 Over the last couple of years, Google has moved away a lot from the factual straightforward questions to logical reasoning based questions.

So if you think you can read the question, quickly search the internet and get the answer, then my friend it is not going to work. You may be able to answer a few questions with this tactic but it is highly unlikely that you will pass the test which is full of logical reasoning based questions.

If you wish to pass this test, then you must develop a good practical understanding of various reports, metrics, and features of Google Analytics.

For example, just knowing the basic facts about filters through the course material is not enough. You must have practical knowledge of implementing filters. Google is unlikely to ask you questions like ‘what is a filter’ or ‘what are the different types of filters’. It is more likely to ask you, which of the following filter is the best solution to solve the problem or whether a particular filter is correct?

To answer such questions, not only you must have good knowledge of regular expressions but you must also know how filters are actually created and processed and which filter type is the best solution for a particular problem.

#8 Google does not ask all of the questions from the prescribed syllabus.

#9 Google does not charge any fees to take this exam. It is available for free.

How To Take the Google Analytics IQ Exam

Once you are ready to take the exam, follow the steps below:

#1 Before you can sign up for Google Academy for ads account, you need to have an email address which is either GMAIL address or the email associated with your Google Account. Use the email address which you usually use, to access Google Analytics and Google Adwords.

#2 While logged into your Google Account, navigate to the ‘Google Academy for ads’ account and then click on the ‘sign in’ button:

#3 Click on your Google account:

#4 Click on the ‘Allow’ button:

#5 Read and accept the terms of service agreement by clicking on the ‘Submit’ button.

#6 Click on the ‘Yes’ button to associate your certifications and achievements with your company:

This is an important step. If you selected ‘No’ then any certification you get will not be associated with your company. Then you won’t be able to share your certifications and achievements with others.

#6 Click on the ‘Save and Continue’ button. You should now see the catalog page:

#7 Click on the icon on the top right-hand side and then select ‘My Profile’:

#8 Click on ‘Edit Profile’ link:

#9 Add your profile information (Company name, Company email address, timezone, and preferred language):

Note: The language that you select here will be used by the user interface of ‘Google Academy for ads’ account and to display the course content and assessments:

Since GAIQ exam is available in 19 foreign languages, you can select the language you are most comfortable with.

#10 Select ‘Yes’ under ‘Get email from Academy for Ads, including performance suggestions, research, and promotions.’:

#11 Scroll down the page and then enter your recovery email.

#12 Click on the ‘Save’ button.

#13 Navigate back to the catalog page:

#14 Enter the search term ‘google analytics’ in the search box and then press the enter key:

#16 Find and click on the ‘Google Analytics Individual Qualification’ banner:

#17 Scroll down the page and then click on the link ‘Google Analytics Assessments’:

#18 Click on the ‘Launch’ button to start your exam:

Note: Before you start the test, read the instructions carefully. Make sure you answer all the questions and do not spend more than 1 and 1/2 minutes on any question. Remember the clock is ticking and you have got 70 questions to answer.

Actual GAIQ Questions

Q1. You notice that the goal conversion rate in your site search terms report is different from the Goals menu report, what is the likely reason for this discrepancy?

a. This is a bug, the figures should match

b. Not all visits include a site search, only those which did are included in the conversion rate calculation in the site search terms report.

c. The site search terms report is only able to show goal conversion rates for one of our goals.

d. Of those who perform a search during their visits, fewer are likely to convert

Q2. You manage a website that sells household appliances. Your website assigns the product id 17 (pid=17) to all pages related to refrigerators. You would like to have a view where your data includes only pages on your site related to refrigerators. Which of the following would accomplish this?

a. Filter-1: Type: Custom Search and Replace; Field: Request URI ; Search for “pid=17” and replace with “/refrigerator”
Filter-2 Type: Custom include; Field: Request URI ; Pattern: “/refrigerator”

b. Filter-1: Type: Custom include; Field: Request URI ; Pattern: “/refrigerator”
Filter-2 Type: Custom Search and Replace; Field: Request URI ; Search for “pid=17” and replace with “/refrigerator”

c. Either of these would work

Q3. Why might your reports show sessions coming from a paused or discontinued campaign?

a. Because users originally referred by that campaign are now returning via another Adwords campaign.

b. Because users originally referred by that campaign are now returning as direct visitors

c. Because users originally referred by that campaign are now returning via organic search.

d. Because users originally referred by that campaign will always be reported as coming from that campaign.

Q4. Does Google Analytics track sessions to cached pages?

a. Yes

b. No

Q5. You define a goal using regular expression match and the following regex:
Which pages will count as conversions? Select all that apply





Q6. Assigning a value to a Google Analytics Goal allows you to do which of the following?

Track real-time revenue for your business

Track actual revenue from your conversions

Analyze the conversion funnel on your website.

Compare goal conversions and measure changes and improvements to your site

Q7. Smart Goals are created automatically by Google’s machine-learning algorithms.



Q8. Auto-tagging is used to collect data from which kinds of traffic?

Website referral traffic

Social media traffic

AdWords Campaign traffic

Search engine traffic other than Google

Q9. Which report indicates the pages of your website where users first arrived?

Location report

Pages report

Landing Pages report

All Pages report

Q10. Which filter would you apply if you only wanted to include data from a campaign titled “Back to School” in Campaign reports?

Custom Include filter with field “Campaign Name” and pattern “back to school”

Predefined Include filter with “traffic to the hostname” “that are equal to” “back to school”

Custom Search and Replace filter with field “Campaign Name”, string “back to school”, and pattern “include”

Custom Include filter with field “Page Title” and pattern “back to school”

Q11. By default, which of these is NOT considered a “medium” in Google Analytics?





Q12. When will the Analytics tracking code send an event hit to Google Analytics?

Every time a user adds an event to their calendar

Every time a user performs an action with pageview tracking implemented

Every time a user makes a reservation

Every time a user performs an action with event tracking implemented

Q13. By default, which of these traffic source dimensions does Google Analytics capture for each user that visits your website?

Source, Medium, Campaign, and Ad Content

Source and Medium

Campaign and Ad Content

Campaign and Medium

Q14. What is required for User ID to track users across different devices?

Google Tag Manager

All of the above

that generates and sets unique IDs

A new Analytics account for reporting

Q15. Sharing a Custom Report will share the data in that report.



Q16. Which kind of hits does Google Analytics track?

All of the above

Event-tracking hit

Page-tracking hit

Ecommerce-tracking hit

Q17. Which campaign parameter is NOT standard in Google Analytics?





Q18. Which of these is NOT possible when you link your AdWords account to Google Analytics?

Adjust keyword bids inside Google Analytics

Create remarketing lists in Analytics to use in AdWords campaigns

Import Analytics goals and transactions into AdWords as conversions

View AdWords click and cost data alongside your site engagement data in Google Analytics

Q19. Which user characteristic may NOT be used to change keyword bids in AdWords?:


ad preference

time of day


Q20. Which of these is NOT a benefit of Remarketing in Google Analytics?

Create remarketing lists without making changes to your existing Analytics snippet

Allow customers to reorder an item they have previously purchased

Show customized ads to customers who have previously visited your site

Create remarketing lists based on custom segments and targets

Q21. Which of these is a scope for Custom Metrics?





Q22. By default, when does an Analytics session expire?

After 30 minutes, regardless of user activity on your website

At noon every day

When a user opens another browser window

When a user is inactive on your website for more than 30 minutes

Q23. Which of the following statements about segments is incorrect?

Segments are filters that permanently alter your data

Segments let you isolate and analyze your data

Segments are either subsets of sessions or subsets of users

You can use segments to build custom Remarketing lists

Q24. Which view filter(s) would you apply if you wanted to include only users from Brazil or Argentina?

Filter 1: include Brazil or Argentina

Filter 1: exclude Peru or Bolivia

Filter 1: include Argentina > Filter 2: include Brazil

Filter 1: include Brazil > Filter 2: include Argentina

Q25. To collect how many times users downloaded a product catalog, what would you set up ?

Custom Dimension

Calculated Metrics

Custom Report

Event Tracking

I deliberately did not answer these questions in order to maintain the integrity of the GAIQ exam. Otherwise many people will search for the answer to these questions during their exam and cheat.

And what is the point of cheating and getting the certification? In the end, you are only fooling yourself and no one else.

FAQ: Does GAIQ certification help me in getting a job as a Web Analyst? Does it make me a Google Analytics Expert?

A common misconception among marketers and analysts is that passing the GAIQ exam makes them a Google Analytics Expert.

GAIQ certification only means that you are aware of some Google Analytics terms and technology and can use the user interface. It does not itself guarantee you a job or give you the title of an ‘expert’.

Through GAIQ you develop the most baseline proficiency in Google Analytics which won’t help you much in the real world.

No decent company will hire you just on the basis of GAIQ certification. You need to have real-world knowledge and experience in Google Analytics.

If you wish to learn Google Analytics in much more detail then check out my course on Web Analytics. It is the most exhaustive course on Google Analytics on the internet.

To learn more about the career in web analytics, read this article: Web Analytics Career Advice – How to become a Web Analyst


Do you know the difference between Web Analytics and Google Analytics?

99.99% of course creators themselves don’t know the difference between Web analytics, Google Analytics (GA) and Google Tag Manager (GTM).

So they are teaching GA and GTM in the name of teaching Web analytics.

They just copy each other. Monkey see, monkey do.

But Web analytics is not about GA, GTM.

It is about analyzing and interpreting data, setting up goals, strategies and KPIs.

It’s about creating strategic roadmap for your business.

Web Analytics is the core skill. Google Analytics is just a tool used to implement ‘Web Analytics’.

You can also implement ‘Web analytics’ via other tools like ‘adobe analytics’, ‘kissmetrics’ etc.

Using Google Analytics without the good understanding of ‘Web analytics’ is like driving around in a car, in a big city without understanding the traffic rules and road signs.

You are either likely to end up somewhere other than your destination or you get involved in an accident.

You learn data analysis and interpretation from Web analytics and not from Google Analytics.

The direction in which your analysis will move, will determine the direction in which your marketing campaigns and eventually your company will move to get the highest possible return on investment.

You get that direction from ‘Web analytics’ and not from ‘Google Analytics’.

You learn to set up KPIs, strategies and measurement framework for your business from ‘Web analytics’ and not from ‘Google Analytics’.

So if you are taking a course only on 'Google Analytics’, you are learning to use one of the tools of ‘Web analytics’. You are not learning the ‘Web analytics’ itself.

Since any person can learn to use Google Analytics in couple of weeks, you do no get any competitive advantage in the marketplace just by knowing GA.

You need to know lot more than GA in order to work in Web analytics and marketing field.

So what I have done, if you are interested, is I have put together a completely free training that will teach you exactly how I have been able to leverage web/digital analytics to generate floods of news sales and customers and how you can literally copy what I have done to get similar results.

Here what You'll Learn On This FREE Web Class!

1) Why digital analytics is the key to online business success

2) The number 1 reason why most marketers are not able to scale their advertising and maximize sales.

3) Why Google and Facebook ads don’t work for most businesses & how to make them work.

4) Why you won’t get any competitive advantage in the marketplace just by knowing Google Analytics.

5) The number 1 reason why conversion optimization is not working for your business.

6) How to advertise on any marketing platform for FREE with an unlimited budget.

7) How to learn and master digital analytics and conversion optimization in record time.


My best selling books on Digital Analytics and Conversion Optimization

Maths and Stats for Web Analytics and Conversion Optimization
This expert guide will teach you how to leverage the knowledge of maths and statistics in order to accurately interpret data and take actions, which can quickly improve the bottom-line of your online business.

Master the Essentials of Email Marketing Analytics
This book focuses solely on the ‘analytics’ that power your email marketing optimization program and will help you dramatically reduce your cost per acquisition and increase marketing ROI by tracking the performance of the various KPIs and metrics used for email marketing.

Attribution Modelling in Google Analytics and Beyond
Attribution modelling is the process of determining the most effective marketing channels for investment. This book has been written to help you implement attribution modelling. It will teach you how to leverage the knowledge of attribution modelling in order to allocate marketing budget and understand buying behaviour.

Attribution Modelling in Google Ads and Facebook
This book has been written to help you implement attribution modelling in Google Ads (Google AdWords) and Facebook. It will teach you, how to leverage the knowledge of attribution modelling in order to understand the customer purchasing journey and determine the most effective marketing channels for investment.

Himanshu Sharma

Digital Marketing Consultant and Founder of

Himanshu helps business owners and marketing professionals in generating more sales and ROI by fixing their website tracking issues, helping them understand their true customers' purchase journey and helping them determine the most effective marketing channels for investment.

He has over 12 years of experience in digital analytics and digital marketing.

He was nominated for the Digital Analytics Association's Awards for Excellence. The Digital Analytics Association is a world-renowned not-for-profit association that helps organisations overcome the challenges of data acquisition and application.

He is the author of four best-selling books on analytics and conversion optimization:

error: Alert: Content is protected !!