Certified Nonprofit Professional Practice Exam

Which of the following cannot be determined by accessing Google Analytics?

1. The number of visitors to your site

2. The average time spent on your site

3. Knowing why people are visiting your website

4. The geographic location of visitors

The correct answer is: Knowing why people are visiting your website

The reasoning behind choosing "Knowing why people are visiting your website" as the correct answer lies in the capabilities of Google Analytics. While Google Analytics offers valuable insights into website activity, it primarily focuses on quantitative data such as the number of visitors, average time spent on the site, and geographic locations. These metrics are easily trackable through various metrics provided by the platform which quantifies user interactions. However, understanding the "why" behind user visits involves qualitative data that Google Analytics cannot precisely deliver. It may indicate patterns or trends, such as the pages users visit or the sources of traffic, but it does not provide direct insights into the motivations or intentions behind those visits. To glean such qualitative insights, one might need to employ additional tools, such as surveys or user feedback options, which go beyond the capabilities of standard analytics metrics. Thus, while Google Analytics is a valuable resource for gathering performance data, it falls short in elucidating user motivations, making it impossible to determine the reasons for website visits solely through this platform.