Google Analytics: Passing the Individual Qualification Test

I did it! I passed and received my individual qualification (IQ) for Google Analytics. Hurray! And Whew!

The site offers a way to look up people who have passed their IQ test so you can verify if someone has it (here’s mine). I wouldn’t call myself an expert yet, since I think expertise comes with more and more experience. The test itself had well-worded questions, and you need 80% correct out of 70 questions.

I got 81% correct (hence, the whew). I double-checked all my answers, and if I didn’t know an answer for certain, I looked up information either in the Conversion University site or the Google Analytics help site.

With 90 minutes to take the test, my look-up-to-verify method would not have worked for all the questions, and I had to be quite familiar with the University lessons in order to verify what I needed quickly. I wish I could find out more about my incorrect answers. Apparently I need to work more on ecommerce, which makes sense since I’ve never run an ecommerce site so I don’t have hands-on experience with one.

Why pay for an individual qualification? Avinish Kaushik has an excellent post where he says for every $100 you invest in web analytics, you should spend $10 on tools and $90 on people with the brain power to think about the results from the tools. So for me, it made sense to test my brain power on a tool, but I realize that each site needs its own analyst behind it to choose the measurements and connect the site to the business.


  • May 25, 2010 - 3:56 pm | Permalink

    Way to go, Anne! I’ve been using Avinish’s book Web Analytics: an Hour a Day for about a year and a half, primarily as a reference guide. I should really dive deeper into the subject. There’s been so much talk about “SEO” which hasbeen misinterpreted as “the art of fooling search engines”.

    The real science is in the analytics: understanding the relationship between the reports and the site’s goals with regards to the specific target market. I’m no expert, but simply being “at the top of Google” doesn’t count for a whole lot if nobody’s using those terms to find you.

  • May 25, 2010 - 4:19 pm | Permalink

    Anne — First of all, congratulations on getting your IQ. Hurray for you!

    I followed your link to the Kaushik article and was quite surprised to see that it was written four years ago. People have been doing analytics for longer than I realized. As Tony said, the key is applying the measurements to the site’s goals. I suppose that’s where the real “brain power” comes in. šŸ™‚

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