Google Ads - Measurement Exam Answers 2023

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How would a digital marketing consultant describe the Google tag to a new advertiser?

It’s a tag snippet for Google Shopping that’s needed for tracking.
It’s a JavaScript framework, also known as gtag.js.
It will replace Tag Manager, which has less accurate data.
It’s used to deploy and modify both Google and third-party tags.

How would you describe attribution as it relates to the advertising industry?

Attribution determines the cost of each asset used in a marketing campaign.
Attribution determines how much credit each step of a process should receive.
Attribution determines how much credit to award a client for their referral.
Attribution determines how much cost each channel requires.

To determine how well your Google Ads account is set to perform, what estimate would you use?

You’d use quality score.
You’d use attribution score.
You’d use optimization score.
You’d use recommendation score.

A marketing manager set up conversion tracking and wants to add a column for conversion value per cost. How is that calculated?

It’s calculated by dividing the number in the conversions column by the total eligible interactions.
It’s calculated by dividing the total cost by the number in the conversions column.
It’s calculated by dividing the total conversion value by the total cost of all ad interactions.
It’s calculated by dividing the total conversion value by the number in the conversions column.

In what way are incrementality experiments different from A/B experiments?

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

You’re using Google Analytics 4. What would it call interactions on a website or an app?

Goal
Conversion
Incident
Event

How does experimentation contribute to a best-in-class measurement approach?

Experiments are a way to validate and test insights.
Experiments are used to drive a macro budget
Experiments help assign credit across touchpoints.
Experiments assist in the collection of multiple data points.

How can an advertiser set up enhanced conversions for web?

Enhanced conversions for web can be set up through Google Analytics Manager.
Enhanced conversions for web can be set up through Google Tag Assistant.
Enhanced conversions for web can be set up through Google Tag Manager, Google tag, or Google Ads API.
Enhanced conversions for web can be set up through the Google Ads API for enhanced conversions.

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.

Enhanced conversions for leads can be described in which way?

It requires Google Click Identifier (GCLID) storage.
It uses uses third-party data.
It uses hashed, first-party data.
It requires customer relationship management (CRM) system modification.

Why might you want to import Google Analytics conversions to Google Ads?

To provide Google Ads access to data that helps optimize bids
To view historical data from before the import
To let first-party data be sent from websites
To link accounts in Google Analytics without auto-tagging

Advertisers can benefit from the power of Google’s AI in what way?

Google’s AI replaces the need for analytics solutions.
Google’s AI can minimize marketing insights.
Google’s AI reduces the volume of search conversions.
Google’s AI can optimize performance in real time.

If you need to pick the two types of optimization, which ones would you choose? Choose two.

Targeting optimization
Channel optimization
Bidding optimization
Media mix optimization

To describe Google Tag Manager, what two capabilities would you choose? Choose two.

You’d say it can only be used to deploy and modify third-party tags.
You’d say it has collaboration and versioning capabilities.
You’d say it’s a JavaScript framework that’s used to add Google tags directly to web pages.
You’d say it allows you to quickly and easily update tags on your website or mobile app from a web interface.

What keyword match type gives Smart Bidding the most data and flexibility to compete in the right auctions?

Broad match
Phrase match
Negative match
Exact match

Which of the following describes the criteria for store visits conversion tracking?

Store visits conversion tracking is available for all business types, but only in certain countries.
Store visits conversion tracking is available in all countries and regions as long as it’s not a sensitive business type or account.
Store visits conversion tracking has no mininum impression or click requirements.
Store visits conversion tracking requires sufficient data to accurately report store visits and pass Google’s privacy thresholds.

Why might there be a difference in the conversion date between Google Ads and Google Analytics?

There might be a difference because Google Analytics can’t attribute conversions to a date for an impressioin, whereas Google Ads can.
There might be a difference because Google Analytics attributes conversions to the date of the impression that caused the conversion.
There might be a difference because Google Analytics attributes conversions to the day they happen, not to the date of the impression that caused the conversion.
There might be a difference because Google Ads attributes conversions to the day they happen, not to the date of the click that caused the conversion.

What’s the definition of a tag, as it pertains to digital advertising?

A tag is a large snippet of code that’s placed on the conversion page of a website.
A tag is a small snippet of code that’s placed on the conversion page of a website.
A tag is a large snippet of code that’s placed on the home page of a website.
A tag is a small snippet of code that’s placed on every page of a website.

In terms of advertising, what’s attribution?

Determining the cost of each asset used in a marketing campaign
Determining how much cost each channel requires
Determining how much credit to award a client for their referral
Determining how much credit each step of a process should receive

What are three factors that influence conversion volume, along with conversion delay? Choose three.

Changes to attribution model
Changes to discrepancy model
Changes in competition or seasonality
Changes to default browser
Changes to ads

What’s the correct way to set up enhanced conversions for web?

Through the Google Ads API for enhanced conversions
Through Google Tag Assistant
Through Google Analytics Manager
Through Google Tag Manager, Google tag, or Google Ads API

A potential customer is expressing interest in buying a new car. How would you know if this customer is in the awareness stage of their car-buying journey?

You’d know because they filled out an email subscription form.
You’d know because they called to ask about a test-drive.
You’d know because they viewed an online advertisement for a car.
You’d know because they recommended the car on social media.

Incrementality experiments differ from A/B experiments in what way?

By determining the impact of ads on a consumer’s decision to convert or not convert.
By measuring the relative effectiveness of different versions of a marketing campaign.
By both requiring a holdback group to determine which version of an ad performs better.
By typically requiring a smaller sample size and less sophisticated statistical analysis.

Which of the following is an estimate of how well your Google Ads account is set to perform?

Optimization score
Attribution score
Recommendation score
Quality score

To implement sitewide tagging, what do you have to do?

You have to turn off auto-tagging in all your Google Ads accounts that are enabled for sitewide tagging.
You have to make sure Google Click Identifier (GCLID) still works if using click trackers in the URL.
You have to use just the image portion of the JavaScript.
You have to make sure the tag still works by loading it within another tracking tag, like Floodlight.

You want to advertise your website with Google Ads, and you’re thinking of using one of Google’s Smart Bidding strategies. Which of the following is a Smart Bidding strategy?

Enhanced impressions
Target CPA
Viewable CPM
Manual CPC

What does it mean when ad campaigns are optimized by Google’s AI?

They use AI and machine learning technology to predict what will achieve the best conversion outcomes to optimize bidding, creative, etc.
They use basic tasks, then software, to automate those tasks, and the process has all the necessary data.
They use rules-based attribution and software to achieve desired AI-friendly outcomes to influence the process and avoid optimizing for those outcomes.
They use data-driven attribution to automate tasks., and the process has all the necessary data.

Maximize Conversion can be described in which of the following ways?

Maximize Conversions aims to achieve an average return on ad spend (ROAS) equal to a desired target.
Maximize Conversions is the safest bidding strategy for all business types to optimize their bidding.
Maximize Conversions uses machine learning to capture as many conversions as possible within a daily budget.
Maximize Conversions automatically limits conversions that don’t align with a desired bidding strategy.

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 path.
• Data-driven attribution leverages an account’s historical data to credit the most impactful ad touchpoints across Search, YouTube, and Display.

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 the click of the conversion itself.
Google Ads reports views against the device type of the view that didn’t lead to a conversion. Depending on the other data source, it might use the date/time of the conversion itself.
Google Ads reports clicks against the date/time of the event that led to the conversion. Depending on the other data source, it might use the click of the conversion itself.

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.

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 return on ad spend of $50.12 and an actual return on ad spend of $10.
As a display campaign that had an expected brand awareness lift of 10% and an actual brand awareness lift of 20%.

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.

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
One in which a customer sees but doesn’t interact with the marketing manager’s ad, and then later completes a conversion on their site.
One in which there are only conversions from browsers that don’t allow cross-site cookies.

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.

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 models are an analysis that shows the impact of marketing on a brand’s sales.

What platform uses event-based data instead of session-based data?

Google Ads Conversion Tracking
Universal Analytics
Google Analytics Classic
Google Analytics 4

Which of the following is the first step in setting up conversion tracking?

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 conversion action in Google Ads to measure what you consider to be valuable consumer actions.

A marketing analyst is analyzing the conversion data of their Search Ads campaign in Google Ads. They want to see how changes to their attribution model might impact conversion reporting. What report will provide them with that information?

The attribution report
The conversions report
The campaigns report
The click analysis report

In what two ways can the Recommendations page in your Google Ads account help with campaign performance? Choose two.

It can help maximize your budget by improving bidding and keywords.
It can increase your budget if you select to auto apply to recommendations.
It can introduce you to new features and trends across Google.
It can increase the amount of time and effort spent on optimizing campaigns.

How should marketers evaluate their campaigns?

Use lifetime value analysis to examine the impact to brand lift metrics.
Focus on the worst-performing ads and reduce the frequency of that ad, then reevaluate.
Check whether the result of a specific objective exceeded or fell short of its goal.
Check whether all the budget was used for the campaign or not.

A business owner is getting a good amount of traffic from their ads but not enough conversions. What action can they take to improve their conversion rate?

Turn off the ads to stop traffic.
Reduce campaign budgets.
Use more general keywords.
Add more negative keywords.

A marketing manager wants to implement the enhanced cost-per-click (ECPC) bidding strategy. How might their agency describe this strategy?

It might look at ad auctions, then raise a max cost-per-click (CPC) bid.
It might look at a listed target return on investment (ROI), then lower a max cost-per-click (CPC) bid.
It might look at a listed target return on investment (ROI), then raise a max cost-per-click (CPC) bid.
It might look at ad auctions, then lower a max cost-per-click (CPC) bid.

For what reason might an advertiser opt to use enhanced conversions for leads?

Because enhanced conversions for leads can improve the measurement of online conversions.
Because enhanced conversions for leads can use third-party data to improve their offline lead measurement.
Because enhanced conversions for leads can track sales that happen off a website from website leads.
Because enhanced conversions for leads can track sales and events that happen on a website.

In what way do view-through conversions get counted?

They get counted as conversions that are recorded when users view and interact with an ad, then never convert.
They get counted as conversions that are recorded when new users view and interact with an ad, then later convert.
They get counted as conversions that are recorded when repeat users view but don’t interact with an ad, then later convert.
They get counted as conversions that are recorded when users view but don’t interact with an ad, then later convert.

Which of the following terms can be used to describe the amount of times a unique user will see an ad over a certain time period?

Reach
Engagement rate
Frequency
Impression

Enhanced conversions for web can benefit a marketing strategist in what way?

By using third-party data to improve the accuracy of your conversion measurement
By using hashed, first-party data to unlock more powerful bidding
By using Google Analytics to unlock more powerful bidding
By using third-party data to unlock more powerful bidding

How would you describe the target ROAS bidding strategy?

It determines that if a user’s search is likely to generate a conversion with high value, target ROAS will bid low on that search.
It uses historical and uploaded data to set the value of a conversion every time a user searches for products or services that are being advertised. Then it automatically adjusts bids for these ads to maximize return.
It determines that if a user’s search is likely to generate a conversion with low value, target ROAS will bid high on that search.
It analyzes and intelligently predicts the value of a potential conversion every time a user searches for products or services that are being advertised. Then it automatically adjusts bids for these searches to maximize return.

A marketer wants to track product newsletter sign-ups on their website. What type of conversion action would this be?

Pageview
Purchase
Lead
App installs

If an advertiser uses Google’s phone call conversion tracking feature, how are the calls tracked to their account?

The calls are tracked by the conversion name for the advertiser’s store.
The calls are tracked by a dynamically created Google forwarding number.
The calls are tracked by the phone number listed on the advertiser’s official store website.
The calls are tracked by the assigned Google Click Identifier (GCLID) set up in the advertiser’s account.

A hungry customer is searching for a place to eat in Florence, Italy, where you happen to own a restaurant called Ristorante Abigaille. The customer performs each of these searches: “restaurant tuscany,” “restaurant florence,” “3 star restaurant florence,” and “3 star restaurant abigaille florence,” then finds your site by clicking on your ads. They make a reservation after selecting your ad that appeared following the “3 star restaurant abigaille florence” search. What keyword would receive credit for this conversion, if using the data-driven attribution model?

Each keyword would receive equal credit (i.e., 25% each) for the conversion, because the conversion would be attributed to each keyword equally.
The first keyword would receive 100% of the credit for the conversion, because the first keyword would be attributed with the conversion.
Each keyword would receive credit for how much it contributed to the conversion, because the conversion would be attributed to each keyword proportionally.
The last keyword would receive 100% of the credit for the conversion, because the last keyword would be attributed with the conversion.

How would you turn marketing insights into action?

By shifting budgets from well-performing channels to underperforming channels.
By increasing the frequency of underperforming ad creatives.
By focusing on the right audience for the message shared in that stage of the buying journey.
By increasing investment in an underperforming channel.

In setting up the value of an online conversion action, what should you do?

Regardless of the value of the lead, always set it as $0.
Regardless of the value of the lead, always set it as $1.
If the average value of a lead is $20, assign the value as $20.
If the average value of a lead is $20, assign the value as $200.

In what way does experimentation help achieve a best-in-class measurement approach?

By assisting in the collection of multiple data points
By providing a way to validate and test insights
By driving a macro budget strategy
By helping assign credit across touchpoints

What does Google Analytics 4 refer to as interactions on a website or app?

Goal
Incident
Conversion
Event

What report can help show the duration between a user’s first exposure and their subsequent conversion?

The navigation report
The seasonality report
The time lag report
The change history report

If you wanted to help an online store owner complete the implementation of conversion tracking tags into their website, how could Tag Assistant help you get that job done?

Tag Assistant could automatically create tag code snippets.
Tag Assistant could troubleshoot unverified conversion actions.
Tag Assistant could tell you which Google Analytics reports are incorrect.
Tag Assistant could create the Google Click Identifier tag (GCLID).

If you want to add a column for conversion value per cost after setting up conversion tracking, how does that get calculated?

By dividing the total conversion value by the total cost of all ad interactions
By dividing the number in the conversions column by the total eligible interactions
By dividing the total conversion value by the number in the conversions column
By dividing the total cost by the number in the conversions column

To turn marketing insights into action, what action should you take?

You should increase the frequency of underperforming ad creatives.
You should increase investment in an underperforming channel.
You should focus on the right audience for the message shared in that stage of the buying journey.
You should shift budgets from well-performing channels to underperforming channels.

Why might an advertiser use enhanced conversions for leads?

To track sales and events that happen on a website
To track sales that happen off a website from website leads
To use third-party data to improve their offline lead measurement
To improve the measurement of online conversions

What’s the definition of a Google tag, as described to a new advertiser by a digital marketing consultant?

A Google tag will replace Tag Manager, which has less accurate data.
A Google tag is used to deploy and modify both Google and third-party tags.
A Google tag is a tag snippet for Google Shopping that’s needed for tracking.
A Google tag is a JavaScript framework, also known as gtag.js.

How can the power of Google’s AI help advertisers?

It replaces the need for analytics solutions.
It can minimize marketing insights.
It reduces the volume of search conversions.
It can optimize performance in real time.

You’re a marketer looking to track product newsletter sing-ups on your website. What type of conversion action should you use?

You should use lead.
You should use pageview.
You should use app installs.
You should use purchase.

How does the enhanced cost-per-click (ECPC) bidding strategy work?

ECPC looks at a listed target return on investment (ROI), then lowers a max cost-per-click (CPC) bid.
ECPC looks at ad auctions, then raises a max cost-per-click (CPC) bid.
ECPC looks at ad auctions, then lowers a max cost-per-click (CPC) bid.
ECPC looks at a listed target return on investment (ROI), then raises a max cost-per-click (CPC) bid.

If a customer wants to buy a new car, what activity might suggest that they’re in the awareness phase of the car-buying process?

If they call to ask about a test-drive
If they fill out an email subscription form
If they recommend the car on social media
If they view an online advertisement for a car

Before a marketer can implement sitewide tagging, what’s the first thing they should do?

They should us just the image portion of the JavaScript.
They should turn off auto-tagging in all your Google Ads accounts that are enabled for sitewide tagging.
They should make sure Google Click Identifier (GCLID) still works if using click trackers in the URL.
They should make sure the tag still works by loading it within another tracking tag, like Floodlight.

To set up conversion tracking, what should you do first?

First, add a conversion tracking tag to your website or app after modifying it in Google Ads.
First, modify the tag for your website or app after requesting it from your web administrator.
First, set up a conversion action in Google Ads to measure what you consider to be valuable consumer actions.
First, request a snippet of code from your web administrator and add it to your website for everyone you want to track.

How might Tag Assistant help you complete the implementation of conversion tracking tags into a website?

By automatically creating tag code snippets
By troubleshooting unverified conversion actions
By telling you which Google Analytics reports are incorrect
By creating the Google Click Identifier tag (GCLID)

You imported Google Analytics conversions to Google Ads. What’s a benefit of that action?

Letting first-party data be sent from websites
Linking accounts in Google Analytics without auto-tagging
Providing Google Ads access to data that helps optimize bids
Viewing historical data from before the import

What are two capabilities of Google Tag Manager? Choose two.

It allows you to quickly and easily update tags on your website or mobile app from a web interface.
It can only be used to deploy and modify third-party tags.
It has collaboration and versioning capabilities.
It’s a JavaScript framework that’s used to add Google tags directly to web pages.

If a conversion tracking tag gets added to a landing page of a website and then produces duplicate conversions, what action should be taken to remove those duplicate conversions from the conversion count?

Modify the event tag to capture a unique order ID.
Toggle off the possible duplicates option at the top of the chart.
Disable the view-through conversion data column.
Sort the data by time and remove duplicate times found on entries.

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?

Engagement rate
Reach
Impression
Frequency

If you’re a marketer setting up the value of an online conversion action, what would you do?

Regardless of the value of the lead, you’d always set it as $0.
If the average value of a lead is $20, you’d assign the value as $200.
Regardless of the value of the lead, you’d always set it as $1.
If the average value of a lead is $20, you’d assign the value as $20.

What could you do to improve your conversion rate if you’re getting a good amount of traffic from your ads but not enough conversions?

You could turn off the ads to stop traffic.
You could use more general keywords.
You could reduce campaign budgets.
You could add more negative keywords.

Which of the following can be used to describe enhanced conversions for leads?

Uses third-party data
Requires Google Click Identifier (GCLID) storage
Requires customer relationship management (CRM) system
Uses hashed, first-party data

What method can be used to analyze the return on investment (ROI) for media, apart from attribution?

Conversion lift can be used.
Viewable CPM can be used.
Smart Bidding can be used.
Marketing mix model can be used.

In what way does Google’s phone call conversion tracking feature track calls to an advertiser’s account?

It tracks calls via the assigned Google Click Identifier (GCLID) set up in the advertiser’s account.
It tracks calls via the conversion name for the advertiser’s store.
It tracks calls via a dynamically created Google forwarding number.
It tracks calls via the phone number listed on the advertiser’s official store website.

As a marketer, in what way should you evaluate your campaign?

By focusing on the worst-performing ads and reducing the frequency of that ad, then reevaluating.
By checking whether all the budget was used for the campaign or reevaluating.
By checking whether the result of a specific objective exceeded or fell short of its goal.
By using lifetime value analysis to examine the impact to brand lift metrics.

How are view-through conversions counted?

They’re counted as conversions that are recorded when repeat users view but don’t interact with an ad, then later convert.
They’re counted as conversions that are recorded when users view but don’t interact with an ad, then later convert.
They’re counted as conversions that are recorded when users view and interact with an ad, then never convert.
They’re counted as conversions that are recorded when new users view and interact with an ad, then later convert.

In the world of digital advertising, how would a tag be defined?

It would be defined as a small snippet of code that’s placed on every page of a website.
It would be defined as a small snippet of code that’s placed on the conversion page of a website.
It would be defined as a large snippet of code that’s placed on the conversion page of a website.
It would be defined as a large snippet of code that’s placed on the homepage of a website.

A marketer wants to know how often, on average, an interaction leads to a conversion. What metric should the marketer use to get that information?

The marketer should use conversion value-per-click.
The marketer should use conversion rate.
The marketer should use conversion value-per-cost.
The marketer should use cost-per-conversion.

The conversion date between Google Ads and Google Analytics is different. Why might that be?

Because Google Ads can attribute conversions to a date for an impression, whereas Google Analytics can’t.
Because Google Ads attributes conversions to the day they happen, not to the date of the click that caused the conversion.
Because Google Analytics attributes conversions to the day they happen, not to the date of the impression that caused the conversion.
Because Google Analytics attributes conversions to the date of the impression that caused the conversion.

A marketing strategist is interested in target ROAS bidding. How might their agency describe this bidding strategy?

This bidding strategy uses historical and uploaded data to set the value of a conversion every time a user searches for products or services that are being advertised. Then it automatically adjusts bids for these ads to maximize return.
This bidding strategy determines that if a user’s search is likely to generate a conversion with low value, target ROAS will bid high on that search.
This bidding strategy analyzes and intelligently predicts the value of a potential conversion every time a user searches for products or services that are being advertised. Then it automatically adjusts bids for these searches to maximize return.
This bidding strategy determines that if a user’s search is likely to generate a conversion with high value, target ROAS will bid low on that search.

What report can determine how changes to the attribution model might impact conversion reporting when analyzing the conversion data of a Search Ads campaign in Google Ads?

The click analysis report
The campaigns report
The attribution report
The conversions report

There are two types of optimization. What are they? Choose two.

Media mix optimization
Bidding optimization
Targeting optimization
Channel optimization

A marketer wants to know what keyword match type gives Smart Bidding the most data and flexibility to compete in the right auctions. Which of the following keyword match types would they choose?

They’d choose exact match.
They’d choose negative match.
They’d choose phrase match.
They’d choose broad match.

If you want to know how well your Google Ads account will perform, what estimate should you use?

You should use optimization score.
You should use recommendation score.
You should use attribution score.
You should use quality score.

You own a restaurant called Ristorante Abigaille in Florence, Italy. A customer finds your site by clicking on your ads after performing each of these searches: “restaurant tuscany,” “restaurant florence,” “3 star restaurant florence,” and “3 star restaurant abigaille florence.” The customer makes a reservation after clicking on your ad that appeared with “3 star restaurant abigaille florence.” Using the data-driven attribution model, what keyword would receive credit for the conversion?

• The conversion would be attributed to each keyword equally, therefore each keyword would share equal credit (i.e., 25% each) for the conversion.
• The last keyword would be attributed with the conversion, therefore the last keyword would receive 100% of the credit for the conversion.
• The conversion would be attributed to each keyword proportionally, therefore each keyword would receive credit for how much it contributed to the conversion.
• The first keyword would be attributed with the conversion, therefore the first keyword would receive 100% of the credit for the conversion.

When ad campaigns are optimized by Google’s AI, what does that mean?

It means they use AI and machine learning technology to predict what will achieve the best conversion outcomes to optimize
bidding, creative, etc.
It means they use basic tasks, then software, to automate those tasks, and the process has all the necessary data.
It means they use rules-based attribution and software to achieve desired AI-friendly outcomes to influence the process and avoid optimizing for those outcomes.
It means they use data-driven attribution to automate tasks, and the process has all the necessary data.

What’s an example of a campaign that fell short of its target goal?

An email remarketing campaign with an expected lift in brand awareness of 5% and an actual lift in brand awareness of 12%
A video campaign with an expected brand favorability lift of 5% and an actual brand favorability lift of 5%.
A display campaign with an expected brand awareness lift of 10% and an actual brand awareness lift of 20%.
A search campaign with an expected increase in return on ad spend of $50.12 and an actual return on ad spend of $10.

You’re trying to determine how effectively your ads are driving online sales and generating leads through sign-ups, and you compare your Google Ads data with your offline data. That’s when you see a difference in the number of sign-ups in Google ads vs. your offline data source. Assume everything is working properly and the issue lies with when a conversion was counted. What would you say is causing this data discrepancy?

You’d say that 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.
You’d say that Google Ads reports views against the device type of the view that didn’t lead to a conversion. Depending on the other data source, it might use the date/time of the conversion itself.
You’d say that Google Ads reports clicks against the date/time of the event that led to the conversion. Depending on the other data source, it might use the click of the conversion itself.
You’d say that 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 the click of the conversion itself.

A marketing manager is viewing the campaign report in their Google Ads account after successfully implementing conversion tracking tags for their website. They see that at least two of their ads generated over 100 view-through conversions. Which of the following actions can be considered a

view-through conversion?

An action that’s done in-store only and doesn’t require the customer to have interacted with your ad.
An action in which there are only conversions from browsers that don’t allow cross-site cookies.
An action in which a customer sees but doesn’t interact with your ad, and then later completes a conversion on your site.
An action in which a customer sees and interacts with your ad, but then doesn’t complete a conversion on your site.

After setting up conversion tracking, you want to add a column for conversion value per cost. How would that be calculated?

It would be calculated by dividing the total conversion value by the total cost of all ad interactions.
It would be calculated by dividing the total conversion value by the number in the conversions column.
It would be calculated by dividing the total cost by the number in the conversions column.
It would be calculated by dividing the number in the conversions column by the total eligible interactions.

A marketing strategist is interested in enhanced conversions for web. What description could their agency provide to explain this feature?

Enhanced conversions for web uses Google Analytics to unlock more powerful bidding.
Enhanced conversions for web uses third-party data to improve the accuracy of your conversion measurement.
Enhanced conversions for web uses third-party data to unlock more powerful bidding.
Enhanced conversions for web uses hashed, first-party data to unlock more powerful bidding.

What’s a benefit of importing Google Analytics conversions to Google Ads?

The ability to provide Google Ads access to data that helps optimize bids
The ability to link accounts in Google Analytics without auto-tagging
The ability to let first-party data be sent from websites
The ability to view historical data from before the import

The enhanced cost-per-click (ECPC) bidding strategy can be described in which of the following ways?

ECPC first looks at ad auctions, before raising a max cost-per-click (CPC) bid.
ECPC first looks at ad auctions, before lowering a max cost-per-click (CPC) bid.
ECPC first looks at a listed target return on investment (ROI), before lowering a max cost-per-click (CPC) bid.
ECPC first looks at a listed target return on investment (ROI), before raising a max cost-per-click (CPC) bid.

What’s the correct way to describe enhanced conversions for web?

It uses hashed, first-party data to unlock more powerful bidding.
It uses third-party data to improve the accuracy of your conversion measurement.
It uses third-party data to unlock more powerful bidding.
It uses Google Analytics to unlock more powerful bidding.

If you’re a marketer describing the criteria for store visits conversion tracking, what would you say?

You’d say that store visits conversion tracking is available in all countries and regions as long as it’s not a sensitive business type or account.
You’d say that store visits conversion tracking is available for all business types, but only in certain countries.
You’d say that store visits conversion tracking has no mininum impression or click requirements.
You’d say that store visits conversion tracking requires sufficient data to accurately report store visits and pass Google’s privacy thresholds.

If you’re getting good traffic but not enough conversions from your ads, what should you do to improve your conversion rate?

You should turn off the ads to stop traffic.
You should use more general keywords.
You should reduce campaign budgets.
You should add more negative keywords.

Enhanced conversions for leads can benefit an advertiser in what way?

It can track sales that happen off a website from website leads.
It can improve the measurement of online conversions.
It can use third-party data to improve their offline lead
It can track sales and events that happen on a website.

How are calls tracked to an advertiser’s account if the advertiser uses Google’s phone call conversion tracking feature?

By the assigned Google Click Identifier (GCLID) set up in the advertiser’s account
By the conversion name for the advertiser’s store
By a dynamically created Google forwarding number
By the phone number listed on the advertiser’s official store website

Besides attribution, what’s another method used to analyze the return on investment (ROI) for media?

Marketing mix model
Conversion lift
Smart Bidding
Viewable CPM

Google Tag Manager has which of the following two capabilities? Chose two.

Google Tag Manager has collaboration and versioning capabilities.
Google Tag Manager lets you to quickly and easily update tags on your website or mobile app from a web interface.
Google Tag Manager can only be used to deploy and modify third-party tags.
Google Tag Manager is a JavaScript framework that’s used to add Google tags directly to web pages.

For event-based data instead of session-based data, what platform should you use?

You should use Google Analytics 4.
You should use Google Analytics Classic.
You should use Universal Analytics.
You should use Google Ads Conversion Tracking.

To set up enhanced conversions for web, what should an advertiser do?

An advertiser should go through Google Tag Manager, Google tag, or Google Ads API to set up enhanced conversions.
An advertiser should go through the Google Ads API for enhanced conversions.
An advertiser should go through Google Tag Assistant.
An advertiser should go through Google Analytics Manager.

The Recommendations page in your Google Ads account can help with campaign performance in which of the following two ways? Choose two.

By introducing you to new features and trends across Google
By helping to maximize your budget as it improves bidding and keywords
By increasing your budget if you select to auto apply to recommendations
By increasing the amount of time and effort spent on optimizing campaigns

A marketing analyst is trying to determine the duration between a user’s first exposure and that user’s subsequent conversion. What report should they use to get that info?

They should use the seasonality report.
They should use the change history report.
They should use the time lag report.
They should use the navigation report.

What does the term attribution mean when used to describe an advertising-related occurrence?

Attribution means determining the cost of each asset used in a marketing campaign.
Attribution means determining how much credit to award a client for their referral.
Attribution means determining how much credit each step of a process should receive.
Attribution means determining how much cost each channel requires.

To track product newsletter sign-ups on a website, what type of conversion action would a marketer use?

A marketer would use lead.
A marketer would use purchase.
A marketer would use app installs.
A marketer would use pageview.

How does data-driven attribution work?

It uses country- or region-specific data to credit several consistent ad touchpoints across the Search network, specifically.
It leverages an account’s historical data to credit the most impactful ad touchpoints across Search, YouTube, and Display.
It credits on an arbitrary basis and may impact optimizations, particularly when leveraging automated bidding data.
It prioritizes specific touchpoints and applies static logic to assign a constant value to a touchpoint along a conversion path.

To evaluate their campaigns, what should marketers do?

They should use lifetime value analysis to examine the impact to brand lift metrics.
They should focus on the worst-performing ads and reduce the frequency of that ad, then reevaluate.
They should check whether the result of a specific objective exceeded or fell short of its goal.
They should check whether all the budget was used for the campaign or not.

What metric tells you how often, on average, an ad click or other ad interaction leads to a conversion?

Conversion rate
Cost-per-conversion
Conversion value-per-cost
Conversion value-per-click

What’s a requirement for implementing sitewide tagging?

Use just the image portion of the JavaScript.
Make sure the tag still works by loading it within another tracking tag, like Floodlight.
Make sure Google Click Identifier (GCLID) still works if using click trackers in the URL.
Turn off auto-tagging in all your Google Ads accounts that are enabled for sitewide tagging.

A business owner wants to use Google Ads to advertise their website. They’re considering using one of the available Smart Bidding strategies that Google offers. Which of the following is a Smart Bidding strategy?

Manual CPC
Viewable CPM
Enhanced impressions
Target CPA

What are the two types of optimization? Choose two.

Media mix optimization
Targeting optimization
Bidding optimization
Channel optimization

What’s the practice you’d want to use for turning marketing insights into action?

Increase investment in an underperforming channel.
Shift budgets from well-performing channels to underperforming channels.
Increase the frequency of underperforming ad creatives.
Focus on the right audience for the message shared in that stage of the buying journey.

Target ROAS bidding can correctly be described in which of the following ways?

Target ROAS analyzes and intelligently predicts the value of a potential conversion every time a user searches for products or services that are being advertised. Then it automatically adjusts bids for these searches to maximize return.
Target ROAS determines that if a user’s search is likely to generate a conversion with high value, target ROAS will bid low on that search.
Target ROAS uses historical and uploaded data to set the value of a conversion every time a user searches for products or services that are being advertised. Then it automatically adjusts bids for these ads to maximize return.
Target ROAS determines that if a user’s search is likely to generate a conversion with low value, target ROAS will bid high on that search.

How might experimentation be credited with contributing to a best-in-class measurement approach?

It can help assign credit across touchpoints.
It can be a way to validate and test insights.
It can assist in the collection of multiple data points.
It can be used to drive a macro budget strategy.

If you want event-based data as opposed to session-based data, what platform would you use?

You’d use Google Ads Conversion Tracking.
You’d use Google Analytics 4.
You’d use Google Analytics Classic.
You’d use Universal Analytics.

Apart from conversion delay, what three additional factors influence conversion volume? Choose three.

Changes to ads
Changes to attribution model
Changes to discrepancy model
Changes to default browser
Changes in competition or seasonality

To compete in the right auctions with the most data and flexibility, what keyword match type does Smart Bidding need?

Broad match
Exact match
Phrase match
Negative match

On a website or app, what would Google Analytics 4 refer to as interactions?

It would refer to goal.
It would refer to conversion.
It would refer to incident.
It would refer to event.

If an ad campaign is optimized by Google’s AI, what’s happening?

The campaign is using data-driven attribution to automate tasks. The process has all the necessary data.
The campaign is using basic tasks, then software, to automate those tasks, and the process has all the necessary data.
The campaign is using rules-based attribution and software to achieve desired AI-friendly outcomes to influence the process and avoid optimizing for those outcomes.
The campaign is using AI and machine learning technology to predict what will achieve the best conversion outcomes to optimize bidding, creative, etc.

While checking out the campaign report in your Google Ads account, you see that after implementing conversion tracking tags for your website, at least two of your ads generated more than 100 view-through conversions. Based on that info, what action would be considered a view-through conversion?

A view-through conversion action in when a customer sees and interacts with your ad, but then doesn’t complete a conversion on your site.
A view-through conversion action is when a customer sees but doesn’t interact with your ad, and then later completes a conversion on your site.
A view-through conversion action is when there are only conversions from browsers that don’t allow cross-site
A view-through conversion action is done in-store only and doesn’t require the customer to have interacted with your ad.

What should you do to set up the value of an online conversion action?

You should always set the value as $1, regardless of the value of the
You should assign the value as $20, if the average value of a lead is $20.
You should always set the value as $0, regardless of the value of the
You should assign the value as $200, if the average value of a lead is $20.

A marketing manager wants to know the process by which view-through conversions are counted. How would you say that ’s done?

You’d say that view-through conversions are counted as conversions that are recorded when users view but don’t interact with an ad, then later convert.
You’d say that view-through conversions are counted as conversions that are recorded when new users view and interact with an ad, then later convert.
You’d say that view-through conversions are counted as conversions that are recorded when users view and interact with an ad, then never convert.
You’d say that view-through conversions are counted as conversions that are recorded when repeat users view but don’t interact with an ad, then later convert.

How would you explain what a marketing mix model does?

It evaluates a customer’s long-term marketing value to provide a more accurate view of performance.
It provides an analysis that shows the impact of marketing on a brand’s sales.
It determines the impact of a specific variable on control and treatment groups.
It uses conversion data to calculate the contribution of each interaction across the conversion path.

In what way can the power of Google’s AI be beneficial to advertisers?

By replacing the need for analytics solutions
By optimizing performance in real time
By reducing the volume of search conversions
By minimizing marketing insights

If you’re a digital advertiser, how do you define a tag?

As a large snippet of code that’s placed on the homepage of a website
As a small snippet of code that’s placed on every page of a website
As a large snippet of code that’s placed on the conversion page of a website
As a small snippet of code that’s placed on the conversion page of a website

While searching for a place to eat, a tourist visiting Italy finds your restaurant, which is called Ristorante Abigaille in Florence, by performing each of these searches: “restaurant tuscany,” “restaurant florence,” “3 star restaurant florence,” and “3 star restaurant abigaille florence.” The customer clicks on your ads and makes a reservation. Using the data-driven attribution model, what keyword would receive credit for the conversion?

Because the first keyword was attributed with the conversion, it would receive 100% of the credit for the conversion.
Because the conversion was attributed to each keyword equally, each keyword would share equal credit (i.e., 25% each) for the conversion.
Because the last keyword was attributed with the conversion, it would receive 100% of the credit for the conversion.
Beacuse the conversion was attributed to each keyword proportionally, each keyword would receive credit for how much it contributed to the conversion.

A potential customer is looking to buy a new car. What activity suggests they’re in the awareness stage?

Viewing an online advertisement for a car
Calling to ask about a test-drive
Recommending the car on social media
Filling out an email subscription form

Data-driven attribution works in which of the following ways?

By prioritizing specific touchpoints and applying static logic to assign a constant value to a touchpoint along a conversion path.
By using country- or region-specific data to credit several consistent ad touchpoints across the Search network, specifically.
By leveraging an account’s historical data to credit the most impactful ad touchpoints across Search, YouTube, and Display.
By crediting on an arbitrary basis and potentially impacting optimizations, particularly when leveraging automated bidding data.

A marketing manager wants to try Maximize Conversions. How does this bidding strategy work?

By aiming to achieve an average return on ad spend (ROAS) equal to a desired target.
By automatically limiting conversions that don’t align with a desired bidding strategy.
By being the safest bidding strategy for all business types to optimize their bidding.
By using machine learning to capture as many conversions as possible within a daily budget.

Store visits conversion tracking can be described in which way?

It requires sufficient data to accurately report store visits and pass Google’s privacy thresholds.
It has no mininum impression or click requirements.
It’s available in all countries and regions as long as it’s not a sensitive business type or account.
It’s available for all business types, but only in certain countries.

You want to set up conversion tracking. What’s the first step you should take?

You should add a conversion tracking tag to your website or app after modifying it in Google Ads.
You should request a snippet of code from your web administrator and add it to your website for everyone you want to track.
You should modify the tag for your website or app after requesting it from your web administrator.
You should set up a conversion action in Google Ads to measure what you consider to be valuable consumer actions.

If a campaign falls short of its target goal, how might it be described?

It might be described as an email remarketing campaign with an expected lift in brand awareness of 5% and an actual lift in brand awareness of 12%
It might be described as a video campaign with an expected brand favorability lift of 5% and an actual brand favorability lift of 5%.
It might be described as a search campaign with an expected increase in return on ad spend of $50.12 and an actual return on ad spend of $10.
It might be described as a display campaign with an expected brand awareness lift of 10% and an actual brand awareness lift of 20%.

If by comparing Google Ads data with offline data you find a difference in the number of sign-ups for ads between the two sources, and you believe the issue lies with when a conversion was counted, what’s the likely source of that data discrepancy?

It’s probably due to the fact that 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.
It’s probably due to the fact that Google Ads reports clicks against the date/time of the event that led to the conversion. Depending on the other data source, it might use the click of the conversion itself.
It’s probably due to the fact that Google Ads reports views against the device type of the view that didn’t lead to a conversion. Depending on the other data source, it might use the date/time of the conversion itself.
It’s probably due to the fact that 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 the click of the conversion itself.

After adding a conversion tracking tag to one of the landing pages of your company’s website, you analyze the purchasing data and find duplicate conversions.

How can you remove those duplicate conversions from the conversion count?
By modifying the event tag to capture a unique order ID
By toggling off the possible duplicates option at the top of the chart
By sorting the data by time and removing duplicate times found on entries
By disabling the view-through conversion data column

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 better.
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.

What do marketing mix models show advertisers?

They’re a way to determine the impact of a specific variable on control and treatment groups.
They evaluate a customer’s long-term marketing value to provide a more accurate view of performance.
They’re an analysis that shows the impact of marketing on a brand’s sales.
They use your conversion data to calculate the contribution of each interaction across the conversion path.

Which of the following explains why the conversion date might be different between Google Ads and Google Analytics?

Google Analytics can’t attribute conversions to a date for an impressioin, whereas Google Ads can.
Google Analytics attributes conversions to the date of the impression that caused the conversion.
Google Analytics attributes conversions to the day they happen, not to the date of the impression that caused the conversion.
Google Ads attributes conversions to the day they happen, not to the date of the click that caused the conversion.

Which of the following describes the number of times a unique user will see an ad over a given time period?

Reach
Frequency
Impression
Engagement rate

You’ve been hired as a consultant to help an online store owner. You need to complete the implementation of conversion tracking tags into their website. How can Tag Assistant help you with this task?

It creates the Google Click Identifier tag (GCLID).
It troubleshoots unverified conversion actions.
It automatically creates tag code snippets.
It tells you which Google Analytics reports are incorrect.

A marketing manager wants to know what factors influence conversion volume, apart from conversion delay. Choose three. What three additional factors would you cite? Choose three.

Changes to ads
Changes to default browser
Changes in competition or seasonality
Changes to attribution model
Changes to discrepancy model

How does the Maximize Conversions bidding strategy work?

It uses machine learning to capture as many conversions as possible within a daily budget.
It aims to achieve an average return on ad spend (ROAS) equal to a desired target.
It automatically limits conversions that don’t align with a desired bidding strategy.
It’s the safest bidding strategy for all business types to optimize their bidding.