Certification Questions & Certification Answers
A “Conversion” is specifically defined as a purchase influenced by an ad.
- True
- False
Correct Answer:
- False
Attribution 360 can help advertisers see the impact of their TV campaigns.
- True
- False
Correct Answer:
- True
Differentiate between measurement and attribution.
- It’s the difference between cookie-based tracking and ID-based tracking
- It’s the difference between counting and valuing
- It’s the difference between clicks and impressions data and conversions data
- It’s the difference between transaction reporting and revenue reporting
Correct Answer:
- It’s the difference between counting and valuing
Identify ALL of the platforms that offer attribution analysis.
- All answers are correct
- Attribution 360
- Google Analytics 360
- DoubleClick Campaign Manager
Correct Answer:
- All answers are correct
Identify the definition of attribution.
- Practice of determining the role that each marketing touchpoint plays in driving towards a given outcome and assigning a value to it
- Practice of making important decisions about where to invest budgets or focus optimizations
- Practice of unifying user interaction data and creating a holistic view of customer relationships
- Practice of developing estimates that tie online investment back to revenue goals
Correct Answer:
- Practice of determining the role that each marketing touchpoint plays in driving towards a given outcome and assigning a value to it
In a data-driven attribution model, how can an advertiser understand the impact of any given keyword in a conversion path?
- Take two paths that look exactly the same apart from one keyword; compare conversion rates to determine the uplift from that one keyword
- Take an AdWords campaign with at least 30 conversions in two weeks; remove the keyword in question and re-run the campaign for two weeks
- Take all the keywords in an AdWords account and rank them by click volume; use static rules to assign credits to touchpoints
- Take one individual click path; look at the conversion rate of the last clicked keyword to determine how it performs for any given auction
Correct Answer:
- Take two paths that look exactly the same apart from one keyword; compare conversion rates to determine the uplift from that one keyword
Match each of the following terms to the corresponding goal
Correct Answer:
| Act | Use data to drive bidding, budget and targeting decisions. |
| Attribute | Shift to evaluating and assigning conversion credit across multiple touchpoints. |
| Measure | Correctly count all conversions. |
| Understand | Gather audience insights and drive growth using a value-led approach to measurement. |
Match the Analytics and Google Ads measurement terminology to the description.
Correct Answer:
| Google Analytics Transactions | A measure almost always used for e-commerce purposes. |
|---|---|
| Google Ads Conversions | A way to know what happens after a user clicks on a an ad – whether there was a purchase, a sign up, a phone call, or an app download |
| Google Analytics Events | A way of sending additional info beyond what is tracked by default (e.g., button clicks). |
| Google Analytics Goals | A measure of a successful user interaction or a completed activity. |
Place in order the steps involved in building a data-driven attribution model for Search ads.
- Calculate the conversion rate for a set of paths (sequences)
- Take two paths that are similar except one keyword and compare conversion rates to determine uplift from that keyword
- Apply the uplift to the original weighting
- Run the calculation for all keywords in the sequence and determine wWhat percentage each keyword contributes to overall conversions
Correct Answer:
- Calculate the conversion rate for a set of paths (sequences)
- Take two paths that are similar except one keyword and compare conversion rates to determine uplift from that keyword
- Apply the uplift to the original weighting
- Run the calculation for all keywords in the sequence and determine wWhat percentage each keyword contributes to overall conversions
Select the Google products that collect data and measure actions in websites or apps. Select all that apply. Select All Correct Responses
- Google Play
- Google Ads
- Google Analytics
- Google Attribution/Attribution 360
Correct Answer:
- Google Ads
- Google Analytics
Select the best Google tool for website A/B testing.
- Google Attribution 360
- Google Optimize 360
- Google Tag Manager 360
- DoubleClick Campaign Manager
Correct Answer:
- Google Optimize 360
Select the platform that allows advertisers to combine data feeds for reporting and visualization.
- Google Analytics 360
- DoubleClick Campaign Manager
- Google Data Studio
- Google Tag Manager
Correct Answer:
- Google Data Studio
Three of the following feature statements are true about Google Tag Manager. Identify the feature that is false.
- Empowers agencies – Multi-account support and user permissions mean agencies can easily use GTM to help manage clients’ tags
- Works with mobile – GTM can be embedded in mobile apps to enable changing app configurations on the fly
- Made for Google – GTM supports only Google measurement and marketing tags; third- party tags are incompatible
- Easy testing – GTM makes it easy to verify that new tags are working properly, before changes are published
Correct Answer:
- Made for Google – GTM supports only Google measurement and marketing tags; third- party tags are incompatible
Three of the following feature statements are true about Tag Manager. Identify the feature that is false.
- Empowers agencies – Multi-account support and user permissions mean agencies can easily use GTM to help manage clients’ tags
- Easy testing – GTM makes it easy to verify that new tags are working properly, before changes are published
- Works with mobile – GTM can be embedded in mobile apps to enable changing app configurations on the fly
- Made for Google – GTM supports only Google measurement and marketing tags; third- party tags are incompatible
Correct Answer:
- Made for Google – GTM supports only Google measurement and marketing tags; third- party tags are incompatible
Using Google Analytics 360, an advertiser can turn measurement into action by creating audience lists for future targeting.
- True
- False
Correct Answer:
- True
What are the three different stages of customer interactions defined within a funnel in Analytics?
- Online to offline, click to call, and click to download
- Churn, Retention, Life-time value
- Search, Click, Browse
- Acquisition, Behavior, Conversion
Correct Answer:
- Acquisition, Behavior, Conversion
What are the three different stages of customer interactions defined within a funnel in Google Analytics?
- Online to offline, click to call, and click to download
- Churn, Retention, Life-time value
- Acquisition, Behavior, Conversion
- Search, Click, Browse
Correct Answer:
- Acquisition, Behavior, Conversion
What are the three key steps to enable accurate measurement of the user journey?
- Track conversions, focus on the last interaction, include all relevant data sources
- Choose an attribution model, connect Google Analytics and AdWords, enable remarketing
- Enable conversion tracking, measure everything, include all Google data sources
- Enable conversion tracking, measure the interactions that matter, include all relevant data sources
Correct Answer:
- Enable conversion tracking, measure the interactions that matter, include all relevant data sources
What can be done to make sure Active View metrics are available for a YouTube campaign?
- Active View tags need to be added into DBM if a client is buying programmatically
- Active View is integrated into both AdWords and DBM, so no tagging or trafficking is required
- There is a simple tag-generation process that, once implemented, enables a client to get free Active View reports in AdWords
- Active View is part of the partnership with MOAT, so advertisers will need to work with them to get access to these reports
Correct Answer:
- Active View is integrated into both AdWords and DBM, so no tagging or trafficking is required
What is a key value proposition of Unique Reach?
- It helps in planning how many total people (not cookies) a campaign could reach
- It shows you what % of a client’s ads were viewable by people
- It helps in planning what % of a client’s target audience in people (not cookies) could be reached with the campaign
- It shows how many people (not cookies) a campaign reached
Correct Answer:
- It shows how many people (not cookies) a campaign reached
What is the DoubleCIick advertiser ad server called?
- Google Analytics 360
- Google Tag Manager
- DoubleClick Bid Manager
- DoubleClick Campaign Manager
Correct Answer:
- DoubleClick Campaign Manager
What is the industry-leading 3P solution that can be compared to Unique Reach?
- MOAT
- Nielsen Total Ad Ratings
- Nielsen Digital Ad Ratings
- Millward Brown
Correct Answer:
- Nielsen Digital Ad Ratings
What solution is best suited for large companies looking to invest in enterprise analytics solutions that give them guaranteed reporting uptimes and more recent, unlimited raw data?
- Analytics 360
- Google Ads
- Doubleclick Analytics
- Google Analytics
Correct Answer:
- Analytics 360
What’s the most effective way for an advertiser to get the most out of Analytics and Google Ads?
- Create a a shared manager (MCC) account to open up the full suite of advanced reporting functionality including offline, phone, and app conversions
- Use the Analytics SDK to enable stable server-to-server connections and rapid data refresh rates between Google Ads and Analytics
- Link Analytics to Google Ads to enable data flow between both products. Then, enable remarketing reports, demo and interest reports, and benchmarking
- Upgrade Analytics to Analytics 360 to gain access to cutting-edge attribution models and automation; enable data-sharing between CRM systems and Analytics 360
Correct Answer:
- Link Analytics to Google Ads to enable data flow between both products. Then, enable remarketing reports, demo and interest reports, and benchmarking
What’s the most effective way for an advertiser to get the most out of Google Analytics and AdWords?
- Upgrade Google Analytics to Analytics 360 to gain access to cutting-edge attribution models and automation; enable data-sharing between CRM systems and Analytics 360
- Link Google Analytics to AdWords to enable data flow between both products. Then, enable remarketing reports, demo and interest reports, and benchmarking
- Create a a shared manager (MCC) account to open up the full suite of advanced reporting functionality including offline, phone, and app conversions
- Use the Google Analytics SDK to enable stable server-to-server connections and rapid data refresh rates between AdWords and Analytics
Correct Answer:
- Link Google Analytics to AdWords to enable data flow between both products. Then, enable remarketing reports, demo and interest reports, and benchmarking
Which platform type can an advertiser use to track time spent on their site?
- Data Management
- Analytics Tool
- Audience Management
- Tag Management
Correct Answer:
- Analytics Tool
Why is it not advisable for an advertiser to have a tag set to conditional firing in AdWords Conversion Tracking?
- Conditional firing breaks the ability to surface cross-device conversions, view-through conversions and GDN conversion lift
- Conditional firing breaks the ability to assign value to a conversion, particularly as it relates to life-time value
- Conditional firing can break API calls that are necessary for app tracking to work effectively with both iOS and Android
- Conditionally firing a tag breaks the ability of Google Ads to connect data to Analytics
Correct Answer:
- Conditional firing breaks the ability to surface cross-device conversions, view-through conversions and GDN conversion lift
Why is it not advisable for an advertiser to have a tag set to conditional firing in Google Ads Conversion Tracking?
- Conditional firing breaks the ability to surface cross-device conversions, view-through conversions and GDN conversion lift
- Conditional firing breaks the ability to assign value to a conversion, particularly as it relates to life-time value
- Conditional firing can break API calls that are necessary for app tracking to work effectively with both iOS and Android
- Conditionally firing a tag breaks the ability of Google Ads to connect data to Analytics
Correct Answer:
- Conditional firing breaks the ability to surface cross-device conversions, view-through conversions and GDN conversion lift
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