Google Analytics 4 Interview Questions

Here is your comprehensive guide on the most asked Google Analytics 4 Interview Questions and Answers. We have tailored the top questions on GA4 for digital marketers across various domains, including SEO, Google Ads, PPC, Blogging, and more. 

Google Analytics 4, the latest version of Google's analytics platform, plays a pivotal role in providing valuable insights into user behavior and website performance.

As the digital landscape continues to evolve, digital marketers need to stay up-to-date with the latest tools and techniques to thrive in their roles. Here, we have covered a wide range of topics, from basic concepts to advanced features, to cater to professionals of all skill levels. By learning these Google Analytics 4 interview questions, you will gain a deeper understanding of this tool’s functionalities and features.

Whether you're preparing for a job interview, seeking to improve your skills, or simply curious about GA 4, this guide about interview questions on Google Analytics 4 will serve as your go-to resource for all things related to this powerful analytics platform.

Interview Questions

Google Analytics 4, also known as GA4, is the latest version of the popular web analytics platform offered by Google. It is designed to provide advanced insights into user behavior and website/app performance, helping businesses make data-driven decisions and optimize their online presence.

GA4 introduces several key features and improvements compared to its predecessor, Universal Analytics. One notable change is the shift from a focus on tracking individual sessions to tracking user behavior across multiple sessions and devices. This enhanced user-centric approach enables a more comprehensive understanding of how users engage with a website or app throughout their entire journey.

With GA4, businesses can gain deeper insights into user interactions, such as scroll tracking, video engagement, file downloads, and more. It also offers more flexibility in event tracking, allowing custom event configuration without the need for additional code implementation.

Another significant aspect of GA4 is its enhanced integration with Google Ads, providing more detailed attribution and advertising insights. This integration allows marketers to better understand the impact of their ad campaigns on user behavior, conversion rates, and overall performance.

GA4 introduces several key differences compared to the previous version. It focuses on event-based tracking instead of pageviews, offers more advanced machine learning capabilities, provides cross-platform and cross-device tracking, and offers a more privacy-centric data collection model.

Google Analytics is used for several key reasons:

  • Tracking Website/App Performance: 

It helps businesses track and analyze various metrics related to their website or mobile app. It provides valuable insights into visitor behavior, including the number of visits, pageviews, bounce rate, session duration, and more. This data helps businesses understand how their digital properties are performing and identify areas for improvement.

  • Understanding User Behavior: 

Google Analytics provides in-depth insights into user behavior, enabling businesses to understand how visitors navigate their website or app. It tracks user interactions, such as clicks, scroll depth, form submissions, and conversions, allowing businesses to optimize user experience, identify conversion bottlenecks, and improve overall engagement.

  • Conversion Tracking: 

This tool allows businesses to set up conversion goals and track their completion. This could be a purchase, form submission, newsletter sign-up, or any other desired action. Conversion tracking provides valuable data on the effectiveness of marketing campaigns, landing pages, and website optimization efforts.

  • Audience Segmentation: 

With Google Analytics, businesses can segment their audience based on various criteria, such as demographics, location, device type, behavior, and more. This segmentation helps businesses understand their target audience better, tailor their marketing strategies, and personalize user experiences to improve engagement and conversion rates.

  • Performance Measurement: 

It offers comprehensive reporting and data visualization capabilities, allowing businesses to measure the success of their marketing efforts. It offers customizable dashboards, reports, and visualizations that provide a clear overview of key metrics, helping businesses monitor their performance, track marketing ROI, and make data-driven decisions.

  • Advertising Insights: 

Google Analytics integrates seamlessly with Google Ads, providing valuable insights into advertising campaigns. It helps businesses measure the effectiveness of their ads, track conversions, analyze campaign performance, and optimize ad spend based on actionable data.

Goals are specific actions or events that you define as valuable and meaningful to your business. Goals help you track and measure the success of key conversions or desired outcomes on your website or app. 

By setting up goals, you can gain insights into user behavior, optimize your marketing efforts, and evaluate the effectiveness of your digital strategy.

Here are a few examples of goals that you can set up in Google Analytics 4:

Purchase Completion: 

If you run an e-commerce website, a goal can be set up to track the completion of a purchase. This goal would be triggered when a user reaches the order confirmation or thank you page after successfully completing a transaction.

Form Submission: 

If you have a lead generation form on your website, you can set a goal to track form submissions. When a user fills out and submits the form, the goal is triggered, allowing you to measure the effectiveness of your lead generation efforts.

Newsletter Signup: 

If you have a newsletter or subscription form, you can set a goal to track the number of users who sign up for your newsletter. This helps you measure the growth of your subscriber base and the success of your email marketing campaigns.

File Download: 

If you offer downloadable resources like ebooks, whitepapers, or software, you can set a goal to track the number of file downloads. This allows you to assess the popularity and engagement with your downloadable content.

Account Creation: 

If you have a user registration or account creation process, you can set a goal to track the completion of account registrations. This goal would be triggered when a user successfully creates an account on your website or app.

Video Engagement: 

If you have videos on your website or app, you can set a goal to track user engagement with videos. This can include metrics such as video views, percentage of video watched, or reaching certain milestones within a video.

In Google Analytics, a session refers to the period of time that a user actively engages with your website or app. It starts when a user arrives on your website or app and ends after a period of inactivity or when they leave.

Conversions in Google Analytics mean to the completion of specific goals or desired actions on your website or app. A conversion occurs when a user fulfills a predetermined objective that aligns with your business goals. Conversions are important metrics that help measure the effectiveness of your marketing efforts and the success of your online strategy.

The conversions are generally associated with the completion of goals that you define in Google Analytics. These goals can be specific actions like making a purchase, submitting a form, signing up for a newsletter, downloading a file, or any other action that represents a valuable outcome for your business.

Google Analytics allows you to set up and track conversions by configuring goals within your account. When a user completes a goal, it is counted as a conversion, and the associated data is recorded for analysis.

The conversion rate is a key metric that measures the percentage of users who complete a conversion out of the total number of visitors or sessions. It provides insights into the effectiveness of your website or app in driving desired actions from your audience.

KPI is the acronym for Key Performance Indicator. KPI metrics help marketers analyse their websites based on business objectives. 

Some examples of KPIs are:

  • Sessions

  • Users

  • First-time Visitors

  • Returning Users

  • Number of Visits

  • Number of Clicks

  • Exit Rate

  • Bounce Rate

  • Average Time

  • Conversion Rate

  • Pages/Sessions

  • Pageviews

Here's are the differences between bounce rate and exit rate:


Bounce Rate

Exit Rate


The percentage of single-page sessions where the user leaves without any interaction or navigating to another page.

The percentage of sessions that end with a specific page as the last interaction before leaving the website.


(Number of single-page sessions) / (Total sessions) * 100

(Number of sessions that end on a specific page) / (Total sessions) * 100


Focuses on the performance of individual pages by indicating how often users leave immediately after landing on a page.

Focuses on the performance of a specific page by showing the percentage of sessions that end on that page.

User Behavior

Indicates lack of engagement or unsuccessful user experience, as users may not find the content or experience relevant or compelling enough to explore further.

Represents the final interaction before leaving the website, which could be due to various reasons like completing a transaction, finding desired information, or reaching the end of the browsing session.


High bounce rate may indicate issues with landing page quality, content relevance, website design, or user experience.

High exit rate may indicate potential issues with a specific page's content, usability, calls-to-action, or overall conversion funnel.


A lower bounce rate is generally desired, indicating better user engagement and a higher likelihood of users exploring more pages or taking desired actions.

A higher exit rate may or may not be a cause for concern, as it depends on the context of the specific page and its role in the user journey.

Use Cases

Analyzing landing page performance, content effectiveness, user experience optimization, and identifying potential issues hindering user engagement.

Assessing the performance of specific pages, identifying potential areas for improvement, and optimizing conversion paths and funnels.


A funnel in GA is a predefined sequence of steps or stages that users are expected to follow on a website or app to complete a specific goal or conversion. Funnels are used to visualize and analyze the user journey, tracking their progression through various stages leading up to the desired outcome.

The top channels of traffic, tracked by Google Analytics:

  • Organic: People click search engine organic visits and land on a website.

  • Direct: People who write down your website domain on the URL bar on the browser and visit your website.

  • Paid: People who click on PPC ads in SERP. 

  • Referral: People who come to your site from other sites.

  • Social Channels: People visiting your site using social media.

Cohort is a set of users with at least one characteristic. In Google Analytics, cohort analysis enables you to comprehend cohort behaviour over time.

For instance, if you send a mail today, all subscribers who share the exact date of acquisition will be grouped in the same cohort. The report will include all information on the activity of the acquired users.

There are several reasons why Google Analytics is a popular choice over other similar tools for website and app analytics. First and foremost is that it is built by the search engine giant Google. 

The other reasons include:

Comprehensive Features: 

Google Analytics offers a wide range of features and capabilities to track and analyze various aspects of your website or app performance. It provides detailed insights into user behavior, traffic sources, conversions, e-commerce tracking, audience demographics, and much more. The tool covers essential metrics and reports that can help you make data-driven decisions.

User-friendly Interface: 

It has a user-friendly interface that makes it accessible and easy to use for both beginners and experienced users. The navigation is intuitive, and the reporting dashboards are visually appealing and customizable. The tool provides a seamless experience for data exploration, visualization, and analysis.

Integration with Google Ecosystem: 

As part of the Google Marketing Platform, Google Analytics 4 seamlessly integrates with other Google tools and services, such as Google Ads, Google Search Console, and Google Data Studio. This integration allows for comprehensive cross-channel insights, campaign tracking, and data sharing, enabling a unified view of your digital marketing efforts.

Scalability and Reliability: 

It is designed to handle large volumes of data and high website traffic. Whether you have a small website or a large e-commerce platform, Google Analytics can scale to accommodate your needs. Additionally, Google's infrastructure ensures the reliability and uptime of the tool, minimizing data loss and downtime.

Customization and Flexibility: 

GA provides extensive customization options to tailor the tool to your specific requirements. You can set up custom dimensions, metrics, and goals based on your business objectives. The tool also allows for advanced segmentation, custom reports, and data filtering, enabling you to delve deeper into your data and extract meaningful insights.


Google Analytics offers a free version (Google Analytics Standard) that provides robust analytics capabilities for most businesses. It serves as a cost-effective solution for tracking and analyzing website performance. 

Additionally, Google offers a premium version (Google Analytics 360) with additional features and support for enterprise-level organizations.

Community and Resources: 

This tool has a large and active user community, making it easy to find support, guidance, and best practices. There are numerous online resources, forums, blogs, and tutorials available to help you maximize the potential of Google Analytics. The tool also offers official documentation and support from Google.

In Google Analytics, acquisition report analyses and records how the users enter your website. This means they can come directly or through a search engine, social media site, etc. It also benefits in measuring how successful a particular ad campaign might be in attracting users and generating leads.

Clicks and visits are two different metrics used in web analytics to measure user interactions with a website. Here's a breakdown of the difference between clicks and visits:


Clicks refer to the number of times users click on a specific element or link on a website. These are typically associated with specific actions taken by users, such as clicking on a button, a navigation link, an advertisement, or an external link.

The clicks can be measured and tracked on individual elements or links within a page. These provide insights into user engagement with specific elements and can be used to evaluate the effectiveness of calls-to-action or the popularity of certain links.


Visits (also known as sessions) represent a user's visit to a website during a specific time period. A visit begins when a user accesses a website or a specific page and ends when there is no further interaction for a defined period (usually 30 minutes of inactivity) or when the user closes the browser.

An event allows a unique user interaction on a website or mobile application. For instance, interactions that may be measured using events are page loading, link clicking, and transaction completion.

You can make use of Google Analytics Goal Funnel to examine the general achievement of your e-commerce activities. It directly takes you through individual Shopping Basket Exchanges and can help you track sales conversions and other related goals.

Cohort, a group of users share a common characteristic that is observed over time. Even though cohort analysis and segmentation are used interchangeably, cohort and segment are different. Conversely, a segment is not time or event-based.

User behaviour is how they engage with your website or application. It covers how frequently they visit, where, and how long they remain.

Behaviour data is valuable because it reveals which areas of your website are most engaging or least engaging to users and helps you detect traffic-influencing patterns. You can successfully take the necessary steps to improve by understanding user behaviours.

Benchmarking encourages marketers to compare the site’s performance to previous results and your industry’s average. It offers valuable context to your business by giving you insights into the industry trends that help you compare your indicators to competitors.

Google Analytics shows that dimensions are the attributes of your data. It is a qualitative variable. The dimension page specifies the page's URL that the users viewed. For example, Device, Source, Campaign, City, Goals, and Page are the dimensions. A dimension city, for instance, Delhi or Bangalore, indicates the session-originating city.

Metrics are the numbers that appear in the dimensions. In metrics, you know what a user did in numerical value. So, it is a quantitative measurement.

Here are the 10 reports in Google Analytics-

  1. Traffic acquisition report

  2. Mobile performance report

  3. Keyword analysis report

  4. Content efficiency report

  5. Browser report

  6. Social media report

  7. Customer behaviour report

  8. Site speed report

  9. New vs Returning visitors

  10. Mobile performance report

In order to find out the top pages of your website, go to your website's Google Analytics and visit the behaviour section of Google Analytics. Here, you will come across the most popular pages of your website in a table format with metrics.

In Google Analytics, event tracking tracks the events a user undertakes while on a website. It is beneficial because it monitors events by allowing you to see and identify visitors' behaviour on your website. Also, it will enable us to measure traffic flow for specific goals accurately.

Event tracking gets information about how users interact with a website's content and which types generate a specifically high level of engagement. You should have a Google Analytics account for event tracking and disclose the events with the label you want to track.

Three elements of event tracking are-

  • Categories

  • Actions

  • Labels

To create your goal in Google Analytics, you need to follow below given four steps-

  • Sign in to Google Analytics.

  • Click on Admin, and navigate to the desired view.

  • In the view column, click on Goals.

  • Click + New Goal or import from the gallery to create a new goal, or click an existing goal to edit its configuration.

Cookie is defined as a small piece of a text file in your computer or device. It allows websites to remember things about you, for example, by remembering your username, so you don’t have to log in every time, and it can improve your browsing experience. Cookies also help us measure traffic and usage statistics to improve our products and services.

  • Audience Reports

  • Behaviour Reports

  • Conversions and Goals Reports

  • Real-Time Reporting (RTR) Reports

  • Funnel Visualisation Reports

Yes, you can track calls from a mobile number on your website using Google’s phone call conversion tracking option. It helps you understand how effectively your ad campaigns drive calls from your website.

Google Analytics uses a hierarchical organisation method: organisations, accounts, property, and views.

  • Organisation – Organization means the company, and you can handle multiple accounts for different companies.

  • Accounts – There is usually one account assigned to a client.

  • Property – Here, property means a website, mobile app, or device you want to track on Google Analytics. Each property has a unique ID for tracking. One account can have multiple properties.

  • Views – Views are a custom set of filters and configurations that one can set up for their reports. You can change the data settings to show only relevant data and hide all unnecessary data.

The site search button identifies and analyses how a user searches your site. With this tool, a user can know what search terms were used, if the search results created any engagement with your website if it led to a conversion, etc.

Yes, tracking the traffic from mobile applications and websites with a single GA account is possible. If you want to track the traffic coming from different kinds of devices, then you have to create separate accounts for each device.

To do this, go to More Settings > Devices on your analytics account and select the New Device Grouping option to create multiple groups for different types of user devices.

GA4 uses a combination of user identification techniques, such as Google signals and user-based tracking, to track users across devices. It allows for a more accurate understanding of user behavior and enables you to create a more comprehensive user journey.

In GA4, events are the key components of tracking user interactions. Events represent specific actions taken by users on your website or app, such as button clicks, form submissions, or video views. By tracking events, you can gain insights into user behavior and engagement beyond traditional pageviews.

GA4 leverages machine learning to provide valuable insights and predictions. It uses machine learning models to analyze user behavior patterns, predict future outcomes, and identify trends and anomalies in data. This helps marketers make data-driven decisions and optimize their campaigns.

GA4 has privacy-centric features to align with evolving privacy regulations. It offers enhanced consent controls, data deletion options, and data minimization techniques. It also provides more aggregated and anonymized reporting, reducing the risk of personally identifiable information (PII) exposure.

GA4 offers seamless integration with various Google marketing products, such as Google Ads, Google Campaign Manager, and Google Optimize. This integration allows for more comprehensive data analysis, audience segmentation, and campaign optimization across different platforms.

GA4 offers a range of reports and features, including:

  • User acquisition reports

  • Engagement reports

  • Monetization reports

  • Funnel analysis

  • Enhanced audience segmentation

  • Customizable dashboards

  • Integration with BigQuery for advanced analysis

When troubleshooting issues in GA4, it's essential to:

  • Verify that the tracking code is correctly implemented on all relevant pages.

  • Check if events and parameters are being sent correctly.

  • Use debugging tools and the GA4 DebugView to inspect data sent to Google Analytics.

  • Review the data flow and configuration settings in the GA4 interface.

  • Consult the Google Analytics Help Center, community forums, and developer documentation for guidance.