If a unique user sees an ad over a given time period, what term can be used to describe the number of times that user saw the ad?

If you’re analyzing the conversion data of your Search Ads campaign in Google Ads in order to see how changes in the attribution model might impact conversion reporting, what report would you use to get that information?

You’d use the conversions report. You’d use the click analysis report. You’d use the attribution report. You’d use the campaigns report. The correct answer is: You’d use the attribution report.

If you want to know the duration between a user’s first exposure and their subsequent conversion, what report do you need?

You need the navigation report. You need the seasonality report. You need the time lag report. You need the change history report. The correct answer is: You need the time lag report.

How are incrementality experiments different from A/B experiments?

They typically require a smaller sample size and less sophisticated statistical analysis. They both require a holdback group to determine which version of an ad performs They measure the relative effectiveness of different versions of a marketing campaign. They determine the impact of ads on a consumer’s decision to convert or not. The correct answer […]