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Google Analytics (GA4) study materials
Google Analytics (GA4) study resources

Google Analytics (GA4) practice questions

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Question 1Google Analytics

In GA4, which data model underlies reporting, replacing the session-centric Universal Analytics model?

  1. A pageview-only model that discards non-page interactions
  2. A hit-based model that groups pageviews into sessions before storage
  3. A log-file model that parses server access logs
  4. An event-based model where each user interaction is recorded as an event with parameters Correct answer.

Explanation

GA4 records every interaction as an event with parameters, and sessions and conversions are derived from those events at report time. This contrasts with Universal Analytics, which stored hits grouped into sessions. Understanding the event model is foundational because it explains why GA4 reports can be reshaped without reprocessing raw hits.

Question 2Google Analytics

A marketer wants to know how many distinct users triggered at least one event today in GA4. Which metric answers this?

  1. Active users Correct answer.
  2. Event count
  3. Sessions
  4. Engagement rate

Explanation

Active users counts the number of distinct users who triggered at least one event during the reporting period, making it the standard reach metric in GA4. Event count measures total interactions, not people. Sessions counts visits, and engagement rate is a ratio of engaged sessions to total sessions.

Question 3Google Analytics

Which GA4 report collection is best suited to analyze acquisition channel performance and user behavior without building a custom exploration?

  1. Advertising workspace only
  2. Reports snapshot and the Life cycle and User collections Correct answer.
  3. Admin data streams panel
  4. DebugView

Explanation

The Reports area organizes prebuilt cards into collections such as Life cycle (acquisition, engagement, monetization, retention) and User (demographics, tech). These cards let analysts review channel and behavior metrics without configuring an exploration. Admin panels configure data, and DebugView is for validating event collection.

Question 4Google Analytics

What is the purpose of a GA4 property's data stream?

  1. It is the source of data flowing into the property from a website or app Correct answer.
  2. It sets the currency used in monetization reports
  3. It stores historical report snapshots for auditing
  4. It defines which users may access the property

Explanation

A data stream is the configured source of collected data for a property, such as a web stream with a Measurement ID or an app stream. A single property can hold multiple streams, and their data is combined in reporting. Access control and currency are property-level settings, not stream functions.

Question 5Google Analytics

Which GA4 feature lets you mark a specific event as a conversion so it appears in conversion reporting?

  1. Creating an audience that includes the event
  2. Setting the event's parameter scope to session
  3. Marking the event as a key event in Admin Correct answer.
  4. Adding the event to a custom dimension

Explanation

In GA4 you designate important events as key events (formerly called conversions) in Admin, after which they are reported as conversions. This flag drives conversion metrics and can be imported into advertising platforms. Custom dimensions, audiences, and parameter scope do not create conversion status.

Question 6Google Analytics

A web developer needs to verify that events are arriving in real time with their parameters while implementing GA4. Which tool should they use?

  1. Audience builder
  2. DebugView Correct answer.
  3. Explorations free-form report
  4. Realtime overview card

Explanation

DebugView shows events and their parameters in real time for a debug-enabled stream, which is designed for implementation validation. The Realtime card shows aggregate user activity rather than detailed parameter payloads. Explorations and audiences are analysis tools, not debugging aids.

Question 7Google Analytics

Which statement correctly describes the default attribution model used for key event credit in GA4?

  1. Linear credit split across every touchpoint
  2. Data-driven attribution as the default model Correct answer.
  3. First interaction on the user's first visit
  4. Last non-direct click across all sessions

Explanation

GA4 uses data-driven attribution as the default model for conversion credit, distributing credit across touchpoints based on their observed contribution. Last non-direct click was the Universal Analytics default. First interaction and linear models exist but are not the default.

Question 8Google Analytics

Which GA4 setting determines how long user-level data is retained before it is deleted from standard reports and explorations?

  1. Data retention period in property settings Correct answer.
  2. Session timeout duration
  3. Attribution lookback window
  4. Reporting identity setting

Explanation

The data retention setting controls how long user-level and event data is kept, with options such as two months or fourteen months. Session timeout affects session grouping, reporting identity affects user counting, and lookback windows affect attribution credit. Retention governs data availability, not how sessions or users are defined.

Question 9Google Analytics

A team wants a report that shows revenue by landing page for users who arrived from paid search. Which approach fits GA4 best?

  1. Create a custom exploration with session source/medium and landing page dimensions plus total revenue Correct answer.
  2. Export the Admin event list to a spreadsheet
  3. Read the Realtime overview card for revenue totals
  4. Use DebugView filtered to purchase events

Explanation

Explorations allow analysts to combine dimensions such as session source/medium and landing page with metrics like total revenue in a table or free-form report. Realtime cards show only recent aggregate activity, while Admin and DebugView are configuration and validation tools. Building the exploration is the standard analysis path.

Question 10Google Analytics

A company needs to report on a custom event parameter called membership_tier. What must be configured before the value appears as a dimension in reports?

  1. A custom dimension registered with event scope for that parameter Correct answer.
  2. A data filter excluding the parameter
  3. A key event flag applied to the parameter
  4. A new data stream dedicated to the parameter

Explanation

Custom parameters are only surfaced in reporting after you register a custom dimension in Admin with the appropriate scope, here event scope, and map it to the parameter name. Registration exposes the parameter as a reportable dimension. Key event flags, filters, and streams do not create reportable dimensions.

Question 11Google Analytics

Which GA4 report identity option relies on User-ID, then Google signals, then device ID to count users?

  1. Device-based
  2. Modeled
  3. Blended Correct answer.
  4. Observed

Explanation

Blended reporting identity uses User-ID first, falls back to Google signals when available, and then uses device ID, producing the most unified user counts. Observed uses all available identity signals including modeling, and device-based uses only device and modeled data. Choosing an identity affects how users are deduplicated across devices.

Question 12Google Analytics

An analyst wants to compare behavior of users who added an item to a cart but did not purchase. Which GA4 feature should they configure?

  1. A comparison applied to the Realtime card
  2. An audience including add_to_cart and excluding purchase Correct answer.
  3. A key event applied to add_to_cart
  4. A custom channel group for cart events

Explanation

Audiences are built from inclusion and exclusion conditions on events and user properties, so combining add_to_cart with an exclusion of purchase isolates the desired group. The audience can then be used in reports, explorations, or ads. Key events, channel groups, and Realtime comparisons do not define this user segment.

Question 13Google Analytics

A marketing team wants GA4 to collect data from a mobile app as well as its website into one property. What is the recommended structure?

  1. Create a new property per app screen
  2. Create a separate property for the app and merge reports manually
  3. Send app events through the web stream's Measurement ID
  4. Add an app data stream alongside the existing web stream in the same property Correct answer.

Explanation

A property can contain multiple data streams, so adding an app stream to the existing property combines web and app data in one reporting surface. Separate properties would fragment reporting and require manual merging. Sending app events through a web Measurement ID misrepresents the source and breaks app-specific reporting.

Question 14Google Analytics

Which statement about GA4 sessions is accurate?

  1. A session restarts whenever a user scrolls the page
  2. A session begins only with a page_view event
  3. A session can never exceed 24 hours regardless of activity
  4. A session begins with any event and ends after 30 minutes of inactivity by default Correct answer.

Explanation

In GA4 a session starts with the first event from a user and continues until the inactivity timeout, 30 minutes by default. There is also a maximum session duration that ends a session after prolonged activity. Sessions are not tied to page_view alone and are not restarted by scrolling.

Question 15Google Analytics

A business wants to send a GA4 key event to Google Ads for bidding. Which configuration is required?

  1. Link the Google Ads account to the GA4 property and import the key event as a conversion Correct answer.
  2. Export the event list to a CSV and upload it to Google Ads
  3. Enable enhanced measurement for outbound clicks
  4. Create a custom channel group named Google Ads

Explanation

Importing GA4 conversions into Google Ads requires an active Google Ads link at the property level, after which key events can be imported as conversions. CSV exports and channel groups do not transmit conversion data. Enhanced measurement settings are unrelated to Ads conversion import.

Question 16Google Analytics

Which GA4 feature would an analyst use to define a reusable segment of users based on a sequence of events, such as viewing a product then starting checkout?

  1. Custom dimension with event scope
  2. Audience with a sequence condition Correct answer.
  3. Comparison in a standard report
  4. Data filter in Admin

Explanation

Audiences support sequence conditions, allowing definition of ordered event behavior such as view_item followed by begin_checkout. These audiences can be reused across reports and advertising. Custom dimensions describe parameter values, comparisons filter report rows, and data filters remove data rather than define segments.

Question 17Google Analytics

An analyst notices that total users in a report is lower than the sum of users across individual channel rows. What best explains this?

  1. Channel rows use sessions while the total uses events
  2. Users are deduplicated at the report total level, so a user seen in two channels counts once overall Correct answer.
  3. The date range differs between the total and the rows
  4. The report is broken and users should always sum exactly

Explanation

User metrics are deduplicated for the report total, so a person who appears in multiple channel rows is counted once in the total but in each row individually. This is expected behavior caused by user-level deduplication, not an error. Summing rows therefore often exceeds the total.

Question 18Google Analytics

Which GA4 tool allows importing offline conversions, such as a CRM-recorded sale, back into a property?

  1. Tag Manager preview mode
  2. Enhanced measurement
  3. Measurement Protocol Correct answer.
  4. Realtime overview

Explanation

The Measurement Protocol accepts server-to-server event submissions, which is how offline conversions and other backend events are sent into GA4. Tag Manager preview and enhanced measurement handle client-side collection, and Realtime only displays recent activity. Offline data therefore requires a server-side send.

Question 19Google Analytics

A product team wants to see the percentage of sessions that lasted at least 10 seconds, had a conversion, or had two or more page views. Which metric reflects this?

  1. Average engagement time per session
  2. Session conversion rate
  3. Engagement rate Correct answer.
  4. Bounce rate

Explanation

Engagement rate is the share of sessions that were engaged, meaning they lasted at least 10 seconds, included a conversion, or had two or more page views. GA4 does not report bounce rate as a primary metric because it inverted that logic. Conversion rate and average engagement time measure different things.

Question 20Google Analytics

An analyst wants a report that shows how many users returned in week two after first visiting in week one. Which GA4 analysis approach is designed for this?

  1. Retention report in the Life cycle collection Correct answer.
  2. Realtime overview card
  3. Tech details report
  4. Monetization overview report

Explanation

The Retention report shows cohort behavior, tracking users who first visited in a period and how many returned in later periods such as week two. Realtime shows current activity, tech details describes devices and platforms, and monetization focuses on revenue. Cohort retention is the intended tool.

Question 21Google Analytics

A web stream uses enhanced measurement. Which interaction is collected automatically when that setting is enabled?

  1. Video pauses on a third-party player without integration
  2. Scrolls reaching 90 percent of the page Correct answer.
  3. Clicks on elements with a CSS class of button
  4. Form submissions that trigger a server error

Explanation

Enhanced measurement automatically collects events such as scroll, which fires when a user reaches 90 percent of the page depth. It also captures outbound clicks, site search, file downloads, and video engagement where supported. Server errors, arbitrary CSS class clicks, and unsupported third-party players are not collected automatically.

Question 22Google Analytics

A team enables Google signals in a property. What is a direct consequence for reporting?

  1. Historical data before activation is retroactively rebuilt
  2. All users are re-identified by name in reports
  3. Session counts are replaced by event counts
  4. Demographic and interest categories become available for users who consented, and cross-device data may be modeled Correct answer.

Explanation

Google signals enables demographics and interests reporting and can contribute cross-device identity signals for eligible consented users, with modeling applied where needed. It does not reveal personal names, rebuild historical data, or replace session metrics. Privacy thresholds apply before data is surfaced.

Question 23Google Analytics

An analyst needs to reconcile a discrepancy between GA4 conversions and Google Ads conversions after linking accounts. Which factor most directly explains differing counts?

  1. Google Ads excludes all conversions that occur on the same day
  2. GA4 deletes conversions older than seven days before reporting
  3. GA4 counts only desktop conversions while Ads counts mobile
  4. Each product applies its own attribution model and lookback window to credit conversions Correct answer.

Explanation

GA4 and Google Ads each apply their own attribution settings and lookback windows, so the same underlying events can be credited differently and produce different conversion totals. Neither platform restricts reporting to desktop only, excludes same-day conversions, or deletes conversions after seven days. Reconciling requires aligning attribution and lookback settings.

Question 24Google Analytics

A property's data retention is set to two months. What happens to user-level data older than the retention window?

  1. It remains fully available in explorations indefinitely
  2. It is deleted from standard reports and explorations, while aggregate reporting remains available Correct answer.
  3. It is converted into session-scoped dimensions
  4. It is automatically archived to BigQuery without configuration

Explanation

The retention setting governs how long user-level and event data remains queryable in the interface, so data older than the window is removed from standard reports and explorations. Aggregate reporting is unaffected because it does not depend on user-level records. BigQuery export retains data only if it was configured separately before collection.

Question 25Google Analytics

A team needs to ensure that internal office traffic is excluded from GA4 reporting without losing the ability to see it for validation. Which approach is most appropriate?

  1. Delete the office IP addresses from the data stream configuration
  2. Mark internal sessions as key events to separate them
  3. Create an audience that excludes office IPs and apply it to all reports
  4. Define an internal traffic filter in a testing state, validate with DebugView, then set it to active Correct answer.

Explanation

GA4 data filters can target internal traffic by IP address, and best practice is to run the filter in testing state to confirm it works before activating it. DebugView remains available for validation because it is not affected by reporting filters in the same way. Deleting IPs, audiences, and key event flags do not remove traffic from reports.

Question 26Google Analytics

In GA4, which measurement ID format is used by a web data stream to send events to Google Analytics?

  1. UA-XXXXXXXXX-Y
  2. GTM-XXXXXXX
  3. AW-XXXXXXXXX
  4. G-XXXXXXXXXX Correct answer.

Explanation

GA4 web data streams use a measurement ID that begins with "G-" followed by an alphanumeric string. This ID is what the gtag.js snippet references when sending events to the property. The UA prefix belonged to Universal Analytics, AW is used by Google Ads conversion tracking, and GTM identifies a Tag Manager container.

Question 27Google Analytics

A marketer is setting up GA4 from scratch and wants the simplest way to add the global site tag to a website without editing theme files. Which GA4 feature is designed for this?

  1. The Analytics Data API
  2. Google Tag Manager server container
  3. The GA4 Measurement Protocol
  4. The Google tag (gtag.js) installed through the Google tag admin screen Correct answer.

Explanation

The Google tag admin screen lets an administrator create a Google tag and, with a CMS or website builder integration, add it without touching source code. gtag.js is the standard web tagging library and can be deployed through that interface. Server containers and the Measurement Protocol are for server-side or offline event delivery, and the Data API only reads data.

Question 28Google Analytics

Which GA4 report collection is organized around prebuilt cards such as User acquisition, Traffic acquisition, and Monetization?

  1. Reports snapshot / Life cycle Correct answer.
  2. Explore
  3. Library
  4. Realtime

Explanation

The Reports area in GA4 contains standardized report collections, with Life cycle reports such as Acquisition, Engagement, and Monetization presented as overview cards. Explore is a separate workspace for custom explorations, Library controls which reports are published, and Realtime is a single live report. The snapshot page surfaces summary cards that link into the Life cycle collections.

Question 29Google Analytics

What does the GA4 "event count" metric measure in a standard report?

  1. The number of times users triggered an event Correct answer.
  2. The number of sessions in which any event occurred
  3. The number of distinct event names configured in the property
  4. The number of users who triggered at least one event

Explanation

Event count is the total number of times an event was logged, so repeated triggers by the same user are each counted. It is not a count of distinct event names, sessions, or users; those are separate metrics such as Sessions or Total users. Analysts use event count with the event name dimension to see how often a specific interaction fires.

Question 30Google Analytics

A GA4 property is linked to Google Ads. Which statement describes the default behavior for importing Google Ads data into GA4 reports?

  1. Google Ads data is available only in Explore, never in standard reports.
  2. Google Ads cost data appears automatically in GA4 without any further action after linking.
  3. Google Ads cost, click, and campaign data are imported only after the link is enabled for personalized advertising and the data is processed. Correct answer.
  4. Google Ads data replaces GA4 acquisition data for paid channels.

Explanation

Linking Google Ads to GA4 enables the import of cost, click, and campaign dimensions, but the data becomes available only after the link is configured and processed. It supplements rather than replaces GA4 session data. Imported Google Ads dimensions can appear in standard reports and in explorations once processing completes.

Question 31Google Analytics

An analyst opens the GA4 Realtime report and sees zero users even though the website is receiving traffic. Which cause is most consistent with this symptom?

  1. The property's data retention is set to two months.
  2. The reporting identity is set to Observed.
  3. The Realtime report only shows users who triggered a key event.
  4. The Google tag is missing or blocked on the site, so events never reach the property. Correct answer.

Explanation

Realtime reports reflect events received in the last 30 minutes, so a missing or blocked tag produces an empty report. Data retention, reporting identity, and key event status do not prevent events from being collected. Checking the tag with a debug tool or Tag Assistant is the standard first step.

Question 32Google Analytics

Which GA4 feature lets an analyst save a customized configuration of dimensions, metrics, filters, and chart type for repeated use?

  1. Audiences
  2. Comparisons
  3. Explorations Correct answer.
  4. Custom reports in the Library

Explanation

Explorations are saved analysis documents in the Explore workspace that retain their dimensions, metrics, filters, segments, and visualization settings. Comparisons are ad hoc filters within standard reports, audiences are user groups used for remarketing and analysis, and Library controls which report collections are published. Saved explorations are the reusable custom analysis object.

Question 33Google Analytics

A GA4 property has enhanced measurement enabled for a web stream. Which interaction is collected automatically by default?

  1. File downloads
  2. Scrolls Correct answer.
  3. Form submissions
  4. Video engagement

Explanation

Enhanced measurement includes scroll tracking by default, firing a scroll event when a user reaches 90% of a page. File downloads, outbound clicks, site search, video engagement, and form interactions are also available but are represented by separate toggles that may be on or off depending on configuration. Scrolls are the interaction most consistently collected when enhanced measurement is active.

Question 34Google Analytics

An analyst creates a GA4 audience based on users who triggered the "purchase" event. Which statement describes how that audience can be used?

  1. It can be shared with linked Google Ads accounts for remarketing. Correct answer.
  2. It is exported to BigQuery only when the audience is deleted.
  3. It replaces the need for a custom dimension on the event.
  4. It automatically becomes a key event in the property.

Explanation

GA4 audiences can be published to linked Google Ads accounts and used for remarketing, and they can also drive audience triggers. They do not create key events, substitute for custom dimensions, or require deletion before BigQuery export. Audience membership is evaluated from collected event data.

Question 35Google Analytics

A team wants to count a "submit_lead" event as a conversion in GA4. What is the correct administrative step?

  1. Create a custom metric named submit_lead.
  2. Create a audiences definition that includes submit_lead.
  3. Mark submit_lead as a key event in Admin. Correct answer.
  4. Add submit_lead to the enhanced measurement settings.

Explanation

In GA4, conversions are represented by key events, which are toggled on for a specific event name in Admin. Marking the event as a key event makes it available in conversion reporting and for import into advertising products. Custom metrics, enhanced measurement, and audiences do not designate an event as a conversion.

Question 36Google Analytics

An analyst wants to see, within a single GA4 exploration, how many users completed each step of a checkout flow and where they dropped off. Which exploration technique is most appropriate?

  1. Funnel exploration Correct answer.
  2. Path exploration
  3. Free-form exploration with a bar chart
  4. Cohort exploration

Explanation

Funnel exploration is designed to define ordered steps and show how many users progressed through each step, including drop-off and elapsed time. Path exploration shows arbitrary event sequences rather than defined steps, cohort analysis groups users by acquisition date, and free-form is a general table or chart. Funnel exploration directly answers step-by-step completion.

Question 37Google Analytics

A GA4 property needs to report on a parameter called "plan_type" that is sent with the "sign_up" event. What must be configured before plan_type can be used as a dimension in reports?

  1. A key event named plan_type.
  2. A custom metric scoped to the user, registered in Admin.
  3. A custom dimension scoped to the event, registered in Admin. Correct answer.
  4. A calculated metric that references plan_type.

Explanation

Event parameters are not exposed as report dimensions until they are registered as custom dimensions with event scope in the property's custom definitions. A custom metric would store a number, a calculated metric combines existing metrics, and a key event marks an event as a conversion. Registration is the prerequisite for using the parameter in reports and explorations.

Question 38Google Analytics

An analyst needs to combine two GA4 dimensions, such as "country" and "device category", into one field for use in a report. Which GA4 feature is intended for this?

  1. Custom dimension with user scope
  2. Custom dimension of type "combined" using a custom definition Correct answer.
  3. Custom channel group
  4. Calculated metric

Explanation

GA4 allows custom dimensions to be created from other dimensions through combined definitions, concatenating values such as country and device category. Custom channel groups classify traffic sources, user-scoped custom dimensions capture user properties, and calculated metrics operate on numeric metrics. Combining dimension values is a custom definition task.

Question 39Google Analytics

A company wants to analyze GA4 event-level data with SQL and join it to its CRM records. Which GA4 feature provides the raw event and user data for this purpose?

  1. The BigQuery export Correct answer.
  2. The Analytics Data API
  3. Data import from CSV
  4. The Measurement Protocol

Explanation

The BigQuery export writes GA4 event and user data to BigQuery tables, where it can be queried with SQL and joined to other datasets such as CRM records. The Data API returns aggregated report results, the Measurement Protocol sends data in, and CSV import adds dimensions to existing events. Raw event-level export is the BigQuery integration.

Question 40Google Analytics

A GA4 property uses blended reporting identity. Which statement best describes how users are counted in reports?

  1. GA4 uses User-ID when available, then modeled data from consenting users, then device ID. Correct answer.
  2. Users are counted only when a User-ID is present.
  3. Every event is counted as a separate user.
  4. Users are counted by session ID rather than by any identifier.

Explanation

Blended reporting identity resolves users by preferring User-ID, then modeled data from consenting users when Google signals is enabled, and finally device ID. This can change user counts compared with device-only reporting. It does not count every event as a user or require User-ID, and session ID is not the identity basis.

Question 41Google Analytics

An analyst notices that the "sessions" metric in a GA4 report is lower than the number of session_start events. Which explanation is most likely?

  1. Session_start fires for every event, while sessions counts only key events.
  2. The sessions metric counts distinct session identifiers, while session_start can fire more than once per session in some implementations. Correct answer.
  3. Sessions are counted only for users with a User-ID.
  4. Session_start events are deduplicated across devices.

Explanation

The sessions metric counts distinct session IDs, whereas session_start may be logged more than once in a session if tagging or app behavior causes duplicate starts. The metric does not depend on key events or User-ID, and session_start is not deduplicated across devices in a way that would explain the gap. Comparing distinct session IDs to event counts is the correct diagnostic.

Question 42Google Analytics

A team wants to exclude known internal office IP addresses from GA4 reports while still retaining the ability to analyze that traffic later. Which approach fits GA4?

  1. Create a key event that ignores internal IP addresses.
  2. Delete the internal traffic events from the Realtime report.
  3. Define an internal traffic filter in the data stream settings and set it to Testing or Active. Correct answer.
  4. Disable enhanced measurement for the web stream.

Explanation

GA4 data streams include an internal traffic definition where IP addresses are listed and a filter is created. While the filter is in Testing mode, internal traffic is identified but still processed; setting it to Active excludes it from reporting. This preserves the ability to review traffic during testing and then exclude it.

Question 43Google Analytics

A GA4 property is configured with a data retention period of two months. What happens to user-level data older than that window?

  1. It is aggregated into standard reports but removed from explorations.
  2. It is moved to BigQuery automatically.
  3. It is deleted and no longer available for user-level reporting or explorations. Correct answer.
  4. It is retained but hidden until an administrator restores it.

Explanation

Data retention controls how long user-level data is kept for standard reports and explorations. Once the retention period passes, older user-level data is deleted and cannot be restored; aggregated reporting may still be available. BigQuery export retention is governed separately when the export is enabled.

Question 44Google Analytics

An analyst wants to compare conversion rates for users on mobile versus desktop within the same GA4 exploration. Which technique is most direct?

  1. Use a breakdown dimension of device category in a free-form exploration. Correct answer.
  2. Create a custom channel group for mobile.
  3. Export the data to CSV and compare manually.
  4. Create two separate properties, one per device category.

Explanation

A breakdown dimension splits a single exploration's results by device category so metrics such as conversion rate can be compared side by side. Separate properties, custom channel groups, and manual CSV comparison are unnecessary or incorrect for this comparison. Breakdowns are the standard GA4 exploration mechanism for segmenting by a dimension.

Question 45Google Analytics

A GA4 property has Google signals enabled. Which outcome should an analyst expect?

  1. Demographic and interest dimensions become available for users who have consented, and cross-device reporting may improve. Correct answer.
  2. All users are assigned a User-ID automatically.
  3. Event collection stops for users who decline personalized advertising.
  4. Data retention is extended to 14 months automatically.

Explanation

Google signals enables signals-based features such as demographics and interests for consenting users and can improve cross-device reporting through modeled data. It does not assign User-IDs, stop event collection for non-consenting users, or change the retention setting. Analysts should also account for thresholding when demographics are displayed.

Question 46Google Analytics

A team wants to send a GA4 event from its backend when an order is fulfilled, without a browser. Which GA4 mechanism is designed for this?

  1. The Measurement Protocol Correct answer.
  2. gtag.js in a hidden iframe
  3. A Google Ads conversion tag
  4. Enhanced measurement

Explanation

The Measurement Protocol lets servers send events directly to GA4 using an API secret and the measurement ID, which is appropriate for backend or offline events. gtag.js requires a browser context, enhanced measurement only covers automatic web interactions, and Google Ads tags serve advertising conversion tracking. Server-side event delivery is the Measurement Protocol's purpose.

Question 47Google Analytics

An analyst wants to see how many users returned to the site in the second week after their first visit in week one, using GA4's built-in analysis tools. Which technique is most appropriate?

  1. A funnel exploration with two steps.
  2. A free-form exploration with event count by date.
  3. A cohort exploration with the first visit as the cohort inclusion criterion. Correct answer.
  4. A path exploration starting from session_start.

Explanation

Cohort exploration groups users by a shared starting event or date and then shows their behavior in subsequent periods, which directly answers week-two return rates. Funnel exploration measures ordered step completion, path exploration shows sequences, and free-form shows totals without cohort retention. The cohort technique is built for retention analysis.

Question 48Google Analytics

A GA4 property uses event-scoped custom dimensions. An analyst builds a report that breaks down revenue by a custom dimension whose scope is event. Which caveat applies?

  1. Event-scoped custom dimensions cannot be used with revenue metrics.
  2. Event-scoped dimensions are automatically converted to user scope.
  3. The dimension is available only in Realtime reports.
  4. Revenue is attributed to the event-scoped dimension value present on the event that carried revenue, not to the user's first value. Correct answer.

Explanation

Event-scoped custom dimensions take the value recorded on the event itself, so revenue is associated with the parameter value on the purchase event rather than a value from an earlier event. They can be used with revenue metrics and are not limited to Realtime. Scope is not automatically converted, which is why scope selection matters at registration.

Question 49Google Analytics

A team enables the BigQuery export for a GA4 property and later changes the property's data retention setting. How does this affect the exported event data in BigQuery?

  1. Exported data is retained only when Google signals is enabled.
  2. Changing retention stops the export permanently.
  3. BigQuery export follows the property's retention setting and deletes older rows.
  4. BigQuery export retention is controlled by the BigQuery dataset's own settings, not by the GA4 data retention setting. Correct answer.

Explanation

The GA4 data retention setting governs user-level data in the GA4 interface, while exported event data in BigQuery is retained according to the dataset's configuration and the customer's own policies. Changing GA4 retention does not delete existing BigQuery rows or stop the export. Google signals is unrelated to BigQuery retention.

Question 50Google Analytics

An analyst compares GA4 conversions with Google Ads conversions after linking the accounts and finds a consistent gap. Which factor most directly explains differing conversion counts between the two systems?

  1. Google Ads counts only conversions that occur on the same day as the click.
  2. GA4 uses last non-direct click attribution by default, while Google Ads uses its own attribution model and conversion window. Correct answer.
  3. GA4 cannot report conversions from linked Google Ads accounts.
  4. GA4 counts only key events that occur in the same session as a click.

Explanation

Attribution models, lookback windows, and counting rules differ between GA4 and Google Ads, so the same underlying interactions can produce different conversion totals. GA4 does not restrict key events to the click session, Google Ads uses configurable conversion windows rather than same-day only, and GA4 can report on linked Google Ads traffic. The attribution and window differences are the primary explanation.