I recently left my previous job at Malmö University and started a new role as an analyst with Search Integration – this is an awesome opportunity for me, Search Integration are a great company and the hook for me was being able to work 100% with web analytics. A huge bonus is being able to work with Brian Clifton, whose book ‘Advanced Web Metrics with Google Analytics‘ got me into the field of web analytics in the first place – definitely a Matrix moment!
Part of my new journey with Search Integration was to formalise my Google Analytics knowledge by taking the Google Analytics IQ test. I’m happy to say that I passed first time, with a score of 94%. There’s already some great posts about the IQ test out there – for example, I recommend checking out the very candid ‘How to fail the Google Analytics Exam‘; but I thought it would be useful to share my insights about taking and passing this exam.
Passing the Google Analytics IQ Test
You can find a good description of what the test is like here, so I won’t bother going over that ground again. Here’s my top tips for passing, and getting maximum benefit from the exam:
1. You need to be familiar with Google Analytics, and using it on a regular basis, before taking the exam. You need to have a basic understanding of implementation and, crucially, interpreting the GA reports – this will give you a strong foundation to build on; otherwise your revision is going to be very abstract. Despite having worked a lot with GA I was very glad that I had revised – there were definitely areas I needed to brush up on.
2. Google’s IQ exam presentations are great. Watch them several times and make notes. I’d put aside at least 2 full days to go through them. Incidentally, right click on the links and open them in a new tab to get the full screen view – I noticed a few people were missing this on some forums and squinting at the preview size. My approach was to watch the presentations, pausing them often and referring to the Google Analytics help site and Brian’s book as supplementary material.
3. Use the awesome Google Analytics Test site – it’s an unofficial community driven labour of love led by Eric Fettman. I would say that most of the questions are harder, and require more lateral thinking, than the GA IQ itself. Beast yourself on their site. To get maximum value from the questions pay attention to the answer sections – for all the questions, not just the ones you got wrong. I found the site particularly helpful in identifying my weak spots.
4. Don’t get cocky. My revision was good, and I’ve a lot of experience in using Analytics but there were definitely a few questions which got me scratching my head. I made sure that I was particularly confident with the following sections:
– Cross domain, and sub-domain tracking
– Attribution rules (and dudu’s blog has one of the best visual explanations I’ve seen)
– Adwords integration with GA
– How cookies work in GA
– Ecommerce tracking
– Filter functionality
Really, the subject is so broad that it’s hard to point at particular subjects and say you must understand these more than others. However, a big epiphany for me – in my journey as an analyst – was really getting to grips with what a visit is, and how Google Analytics measures them. Also, really work hard at understanding the difference between a dimension and a metric – this will pay back big time.
5. As my driving instructor said to me, ‘don’t learn to drive to pass the test, learn to be a good driver’. Aim to exceed the level of the GA IQ test with your revision and you’ll not only feel very confident as you answer the questions, but also as you continue to use it in your job – which is the whole point.
My revision benefited from the following resources:
– The IQ Exam presentations
– Brian Clifton’s book and blog
– The Google Analytics help site (this gets better and better – good explanations, often with examples)
– The Google Analytics Developer site (I love this site, but you don’t need to dive too deep into it – it will help with GATC customisations and cookie understanding; the dimensions and metrics reference guide is also awesome))
– Google Analytics YouTube channel (check out the web analytics TV – benefit from web ninja wisdom and lots of real world cases)
There’s a ton of good analytics blogs, but here’s a start:
– Advanced Web Metrics
– Occam’s Razor
– Google Analytics Blog
– Analytics Talk
I guess my main take away is to make your understanding of Google Analytics as real world as possible – if you’ve got a access to a range of accounts representing different types of websites then you’ve got a great start. Otherwise pay particular attention to the examples and demonstrations in the resources I identify above.
Good luck, and feel free to get in touch (via comments below) if you’ve got specific questions, or comments, about the IQ exam.