I always did pretty well in school, but the last time I took a test was when I completed the first step (Exam 101) of LPI‘s LPIC-1 certification at LinuxWorld Boston in 2005. I took the exam more or less on a whim (at the encouragement of a former colleague), prepared for about an hour, and barely passed. It was definitely rigorous. At the time, it was important to our business, and taking the exam helped me identify areas where I needed improvement and provided a pathway to more customer assurance. But our business model changed dramatically, and our company began moving more out of the skunkworks of the back-end of the Web and into the front-end, where design and SEO became more important.

Which brings me to today. Lead generation and conversions are a critical part of what we offer to our customers. Google understands the importance of conversions so thoroughly that they provide a service called Conversion University. Interestingly, the link for “Conversion University Home” is actually the landing page of Google Analytics. At Conversion University, Google provides free lessons for interested users to bolster their analytics skills but also to prepare for the Google Analytics Individual Qualification (GAIQ) test.

Still heady with the excitement of the startup phase of a new venture, I spent my Friday night taking the test. I had spent a few hours per day the week before reviewing the lessons, and I now have anecdotal proof that measured studying without cramming pays off:

It's hard to trust an image these days...

There are 70 questions in a 90-minute test, and I scored a 96% (which computes to 67/70) with a 75% required for passing. There is no doubt that I learned a lot from the lessons, and there is no doubt that the test thoroughly tests one’s understanding of Google Analytics.

Update [2009-10-29]: Google recently announced a new program that lets GAIQs offer proof of qualification, so I proudly present my test record.

Now, though, there’s the question of how I actually demonstrate that I have my GAIQ. As you can tell from the comments on Google’s post announcing this program, I’m not alone in wanting that question answered. As far as I can tell, the only way for you to confirm that I do, in fact, have my GAIQ is to visit the test page and to click on “Search for individuals who have passed this test”.

The burden of proof.

Now, though, you have to know the name of the person you want to validate. Though I grew up with the nickname “Freddie,” my given name is Thomas. So you can fill out the form like so:

My name is my passport. Verify me.

The test cost $50, but I consider it money well spent. Now I have greater confidence in my abilities with Google Analytics, and my customers should, too. One of the best parts of the lessons is the focus on ROI and conversions. That’s good because that’s our focus at SearchViz, too.

Being able to measure and to understand what one is measuring is the first step toward optimization and improvement. If you need help understanding clicks, visits, and conversions, don’t hesitate to contact us!