In a multimedia-shaped society, companies are finding themselves in competition consisting of a mass of information. Consumers prefer the products which they know from the media. Holiday goers only book the travel packages and hotel rooms which show the best customer-ratings and rank as most affordable on product comparison sites. Services and products are more likely to be bought if they are presented on vivid websites that show a good user-friendly usability.
Lately, even the impact of a company’s activities on the society at large became a main buying decision factor, as social media makes negative facts transparent to its target audience. Apparently, the importance of online media is growing steadily, as the usage numbers of smartphone and tablets are on its rise. Consequently, to shape consumer opinions in favour of a brand, companies need to send brand messages on and offline, as we as monitor the impact of social media regularly.
As a result, increasingly more online marketers are needed, who are able to realise a company’s digital and social media marketing activities. Therefore, many recruitment agencies such as PCR recruitment specialise in digital jobs. Gaining Google’s individual analytics qualification is an important step to get a foothold in a digital job. Through attaining the Google Analytics qualification, applicants can prove their ability to conduct in on-site SEO optimisation and to analyse a digital marketing campaign. Here is how marketers can prepare themselves for Google’s famous 1.5 hour-exam.
What must be Expected
Google Analytics is a website analysis tool developed and provided by Google at no cost to website-owners. They can use it to improve their website performance, to in turn gain more customers. The online-analysis tool shows where design and content needs optimisation. In addition, the performance of banner ads, keywords and AdWords campaigns can be assessed. To gain this qualification, 80% of 70 multiple-choice questions must be answered correctly in an open-book online test, which can be purchased here at a price of $50.00. Having passed this hurdle, the obtained qualification is valid for a limited period of 18 months, but is very useful and can impress potential employers.
How to Prepare for the Test?
The centrepiece of one’s preparation should build the official Google Analytics IQ Training, which consists essentially of a 4-hour video-set. During those presentations, the candidate is becomes gradually inducted into this branch of digital marketing. At the end, the viewer should have heard everything a progressed online marketing specialist should know. This includes the creation of website performance reports, keyword analysis, as well as conversion and campaign tracking. Ideally, all videos should be watched, during which exam-takers should take detailed notes. However, some recommend highlighting the following areas of particular focus:
- Basics and Definitions
- Domains and Subdomains
- Profiles and Filters
- E-Commerce Tracking
For a more intensive preparation, a look into Google’s Analytic Helpcenter and the related YouTube channel may serve its purpose. Having finalised the theoretical part, the examinee should try to apply what they learned by practising with the own Google Analytics account, if possible.
Some Last Tips
Each of the 70 multiple-choice questions gives four answers as options: these can have one answer or ask you to select all that apply. It is allowed for the examinee to mark their progress and skip questions until a later point, or to even abort the entire test for five days.
As sources of any kind can be used during the exam, candidates should make sure that they are logged in into their Google Analytics account, and that the above mentioned Analytics Helpcenter, as well as have the following websites open:
- IP address range tool
- Google Analytics Cookie Usage on Websites
- URL Builder
- Google Analytics Tracking Code
Finally, one may find it helpful to use further sources such as iPassExam, which disclose example questions very similar to the ones in the exam.