Modify the tag for your website or app after requesting it from your web administrator. Add a conversion tracking tag to your website or app after modifying it in Google Ads. Request a snippet of code from your web administrator and add it to your website for everyone you want to track. Set up a […]
Author: Sara Taylor
You’re an advertiser at a large agency, and you want to know how marketing mix models work. Which of the following descriptions explains what marketing mix models do?
Marketing mix models evaluate a customer’s long-term marketing value to provide a more accurate view of performance. Marketing mix models are a way to determine the impact of a specific variable on control and treatment groups. Marketing mix models use conversion data to calculate the contribution of each interaction across the conversion path. Marketing mix […]
What platform uses event-based data instead of session-based data?
Google Ads Conversion Tracking Universal Analytics Google Analytics Classic Google Analytics 4 The correct answer is: Google Analytics 4
To learn how often an ad click or other ad interaction leads to a conversion, on average, what metric would you use?
You’d use conversion value-per-click. You’d use conversion value-per-cost. You’d use conversion rate. You’d use cost-per-conversion. The correct answer is: You’d use conversion rate.
After implementing conversion tracking for their website, a marketing manager is looking at the campaign report in their Google Ads account. They see that at least two of their ads got over 100 view-through conversions. What action could be called a view-through conversion?
One that’s done in-store only and doesn’t require the customer to have interacted with your ad. One in which a customer sees and interacts with the marketing manager’s ad, but then doesn’t complete a conversion on their site. One in which a customer sees but doesn’t interact with the marketing manager’s ad, and then later […]
A marketer wants to analyze the return on investment (ROI) for media. Besides attribution, what method should they use?
They should use conversion lift. They should use Smart Bidding. They should use a marketing mix model. They should use viewable CPM. The correct answer is: They should use a marketing mix model.
How would you describe a campaign that fell short of its target goal?
As a video campaign that had an expected brand favorability lift of 5% and an actual brand favorability lift of 5%. As an email remarketing campaign that had an expected lift in brand awareness of 5% and an actual lift in brand awareness of 12% As a search campaign that had an expected increase in […]
A marketer added a conversion tracking tag to a landing page on their company’s website. When analyzing purchasing data, they found duplicate conversions. How can the marketer remove duplicate conversions from their conversion count?
They can sort the data by time and remove duplicate times found on entries. They can toggle off the possible duplicates option at the top of the chart. They can modify the event tag to capture a unique order ID. They can disable the view-through conversion data column. The correct answer is: They can modify […]
How would you describe the process by which data-driven attribution works?
Data-driven attribution credits on an arbitrary basis and may impact optimizations, particularly when leveraging automated bidding data. Data-driven attribution uses country- or region-specific data to credit several consistent ad touchpoints across the Search network, specifically. Data-driven attribution prioritizes specific touchpoints and applies static logic to assign a constant value to a touchpoint along a conversion […]
A marketing manager is closely monitoring their data to see how effectively their ads are driving online sales and generating leads through sign-ups. When the marketing manager compares Google Ads data with their offline data, they see a difference in the number of sign-ups in Google Ads vs. their offline data source. Assuming everything is working as intended and the issue lies with when a conversion was counted, what’s likely causing this data discrepancy?
Google Ads reports conversions against the date/time of the click that led to the conversion. Depending on the other data source, it might use the date/time of the conversion itself. Google Ads reports conversions against a unique ID of the event that led to the click. Depending on the other data source, it might use […]