Last week I gained the Google Analytics IQ qualification to add to my existing Google AdWords certification. This blog lets you know what to expect when you sit the exam.

There is often less importance placed on the Analytics exam, probably because Google don’t provide a Google Analytics Certified Partner status automatically like they do with other qualifications (you have to complete an application process to become a certified partner). However, the added knowledge I’ve gained from passing the exam is something that I’ve already found valuable and look forward to working with clients to share this further.

What is the Google Analytics IQ Exam?

Google Analytics Individual Qualification (IQ) Exam is a test of 70 multiple-choice questions designed to assess your knowledge and understanding of Google Analytics. The exam lasts 90 minutes, however you can pause the exam as often as you like as long as you complete it within 5 days of starting. Pausing the exam is useful if you are sitting it during work or want to go back and read notes to help you with any questions you are struggling to answer.

The pass mark is 80% so there’s not much room for error if you aren’t sure on a particular answer. Therefore, it’s useful that you can skip questions and ‘mark’ them so it is easy to go back to answer them later.

How to study

As well as the vast written resources in the Google Analytics Help Centre, Google provide study videos that can be viewed online. The videos are quite fast paced and cover a lot of information so I’d say it’s worth watching them 2 or 3 times and taking plenty of notes.

If you don’t use Analytics on a regular basis I’d also recommend logging into an account and becoming familiar with the interface, different tabs, reporting and functionality as there are questions on this.

Questions – what to expect

The questions are designed to test your understanding of the study material and how you would apply what you’ve learned to real life situations. It is not enough just to memorise the study videos, Google want to check you have the knowledge to implement it in real life.

The questions are presented in a random order, so I was served up 6 particularly challenging questions in a row that took up a lot of my time followed by a run of 10 that I found easier, which made up for the lost time.

I found questions that ask for multiple answers the most challenging. For example, when presented with 4 answers and asked to mark all that are correct it can leave you wondering if you have missed anything out. You can practice these types of questions using the free online Analytics test and looking at other example questions online.

Some of the questions are quite technical, i.e. asking you to identify which ecommerce tracking code is correct. This is somewhat out of my job description and if you are the same as me I’d recommend paying particular attention to the ‘Regex and Google Analytics’ tutorial. The benefit of this is that it expands your general understanding and encourages you to look beyond your specialism, often meaning you can create even more holistic and informed digital marketing solutions for clients.


The study paid off and I passed the exam with time left at the end to go over any questions that I had marked for review.

Recommendations for passing the Analytics exam:

  • View the study articles and videos 2 or 3 times
  • Take lots of notes
  • Do the free test exams for practice
  • Log into Analytics and make sure you’re comfortable with the interface
  • Pause the exam if you really don’t know an answer
  • Read the questions twice and make sure you understand what is being asked for
  • Pay attention to all the answers when you can select more than one
  • Always think about the real life implications, as this will help you come to the correct conclusion

Best of luck!

If you need any help with your Analytics or digital marketing implementation and analysis please give us a shout, all our digital marketing team are qualified Google Analytics and/or AdWords professionals and are happy to help.