In order for you to be considered a Qualified Google Individual or for your company to achieve the Google Certified Partner status, you'll need to pass two Google exams: the Google Advertising Fundamentals exam and one of the advanced Google exams. This article, in case you've not guessed, focuses on the last of four advanced exams: the Reporting and Analysis Examination.
This exam is a tough one. You'll have two hours to answer 100 questions and must score a 75 percent or better to pass. You'll complete this exam using the Testing Center Browser Download[md]which prevents you from hopping to other windows for help. The cost of this exam, like all of the Google certification exams, is $50.
There are just three topics for testing with the Reporting and Analysis Examination:
- Performance Monitoring and Conversion Tracking
- Google Analytics
- Optimizing Performance
If you plan on passing this exam, you should be skilled in these objectives. You can study up on these topics, for free, on the Google AdWords Certification Program Learning Center site.
Let's take a look at each exam objective in detail.
Overview of Performance Monitoring and Conversion Tracking
You'll need to be able to explain the benefits of performance monitoring, how Google measures performance, and how you, an advertiser, uses this information to create better performing ads for your company and clients. You should also be familiar with the AdWords Tools for Monitoring Performance. Check out this Google video for details.
The AdWords Reporting Center is a major exam objective. You'll need to understand how to access the Reporting Center, how to configure reports, and what the report statistics actually mean for your ads' performance.
Conversion Tracking Basics
Most advertisers are interested in conversions: an action that's a result of an ad, such as sales, page views, or newsletter signups. Conversion tracking requires a little coding and time to see how well your ads are performing. You'll be tested on configuring conversion tracking and then analyzing the return on investment based on goals achieved.
Advanced Conversion Tracking and Best Practices
Once you've the hang of conversion tracking, you'll have to dig deeper. Put on your nerdy glasses and use conversion tracking actions, variables in the tracking code, and implement best practices for your conversions.