AMA DIGITAL MARKETING PROFESSIONAL
EXAM QUESTIONS AND ANSWERS
(CORRECT AND DETAILED ANSWERS)
LATEST 2026/2027
Q1. Comparing two versions of a web page
to see which one performs better is called:
A) Multivariate testing
B) A/B Testing
C) Segmentation
D) Attribution modeling
Correct Answer: B) A/B Testing
Rationale: A/B testing compares two
versions of a web page to determine which
one performs better. This is a core
,conversion rate optimization technique
used to improve website performance .
Q2. The channels through which site visits
come to your site and how your visits are
acquired is known as:
A) Attribution
B) Acquisition
C) Conversion
D) Engagement
Correct Answer: B) Acquisition
Rationale: Acquisition refers to the
channels through which visitors arrive at
your site and how visits are acquired. This
,includes organic search, paid search, social
media, direct traffic, and referral traffic .
Q3. The percentage of visitors who navigate
away from a website after viewing only one
page is called:
A) Exit rate
B) Conversion rate
C) Bounce Rate
D) Engagement rate
Correct Answer: C) Bounce Rate
Rationale: Bounce rate measures the
percentage of visitors who leave a website
after viewing only one page. A high bounce
, rate may indicate poor user experience,
irrelevant content, or technical issues .
Q4. The formula for Click-Through Rate
(CTR) is:
A) Clicks ÷ Impressions
B) Impressions ÷ Clicks
C) Conversions ÷ Clicks
D) Clicks ÷ Conversions
Correct Answer: A) Clicks ÷ Impressions
Rationale: CTR is calculated by dividing the
number of users who clicked on an ad by
the number of times the ad was displayed
(impressions). It measures the percentage of
EXAM QUESTIONS AND ANSWERS
(CORRECT AND DETAILED ANSWERS)
LATEST 2026/2027
Q1. Comparing two versions of a web page
to see which one performs better is called:
A) Multivariate testing
B) A/B Testing
C) Segmentation
D) Attribution modeling
Correct Answer: B) A/B Testing
Rationale: A/B testing compares two
versions of a web page to determine which
one performs better. This is a core
,conversion rate optimization technique
used to improve website performance .
Q2. The channels through which site visits
come to your site and how your visits are
acquired is known as:
A) Attribution
B) Acquisition
C) Conversion
D) Engagement
Correct Answer: B) Acquisition
Rationale: Acquisition refers to the
channels through which visitors arrive at
your site and how visits are acquired. This
,includes organic search, paid search, social
media, direct traffic, and referral traffic .
Q3. The percentage of visitors who navigate
away from a website after viewing only one
page is called:
A) Exit rate
B) Conversion rate
C) Bounce Rate
D) Engagement rate
Correct Answer: C) Bounce Rate
Rationale: Bounce rate measures the
percentage of visitors who leave a website
after viewing only one page. A high bounce
, rate may indicate poor user experience,
irrelevant content, or technical issues .
Q4. The formula for Click-Through Rate
(CTR) is:
A) Clicks ÷ Impressions
B) Impressions ÷ Clicks
C) Conversions ÷ Clicks
D) Clicks ÷ Conversions
Correct Answer: A) Clicks ÷ Impressions
Rationale: CTR is calculated by dividing the
number of users who clicked on an ad by
the number of times the ad was displayed
(impressions). It measures the percentage of
