AMA DIGITAL MARKETING PROFESSIONAL EXAM
WITH QUESTIONS AND ANSWERS (CORRECT AND
DETAILED ANSWERS) LATEST
A/B Testing - CORRECT ANSWER - comparing two versions of a web page to see which one
performs better
Acquisition - CORRECT ANSWER - channels that site visits come through to get to your site.
How your visits are acquired
Attribution - CORRECT ANSWER - assigning values to touch points within a users journey to
conversion
Attribution Analysis - CORRECT ANSWER - Attribution Models:
-Last click attribution: measuring success based on click
-View-Through Conversions: when a customer sees an ad and later returns to complete a
conversion on your site
-Wholesome Attribution: all credit to first or last click
-Fractional Attribution: divides credit among clicks
Benchmarking - CORRECT ANSWER - the process of measuring a business's performance against
competitors and industry standards
Bounce Rate - CORRECT ANSWER - the percentage of visitors to a particular website who
navigate away from the site after viewing only one page.
Click Through Rate (CTR) - CORRECT ANSWER - # of users who clicked an ad / by # of
impressions (times the ad was displayed to a user)
,The CTR measures the percentage of people who clicked on an ad to arrive at a destination-site.
Common Key Performance Indicators (KPI) - CORRECT ANSWER - Tie KPI's to marketing
objectives, align them to business goals, make them measurable and easily understandable
Good KPI: Increase traffic 5% month over month
Bad KPI: increase traffic each month
Common KPIs:
-online sales: examine conversion rate and cost per acquisition
-Broad Marketing Obj: set a KPI for total revenue and ratio of new to returning visitors
-Landing page: create a bounce rate KPI
Content Marketing - CORRECT ANSWER - a strategic marketing approach that focuses on
creating and distributing content that is valuable, relevant and consistent
Conversion Rate Optimization (CRO) - CORRECT ANSWER - improving the commercial returns
from a transactional site through increasing conversion to key goals such as sales, quotes,
bookings or leads. Combines customer and competitor research with evaluation of customer
behavior using web analytics and AB/multivariate testing.
Cost per conversion - CORRECT ANSWER - Total cost / Total conversions
How much it costs to acquire each converting customer
Email marketing - CORRECT ANSWER - sending highly targeted, highly personalized,
relationship-building marketing messages via email
, Engagement Rate - CORRECT ANSWER - Percentage of people who see a brand post and then
interact with it on social media
Exit Pages - CORRECT ANSWER - Last page accessed during a visit.
The pages on a website that drive customers away
# of exits on a page / total # of page views on that page
Facebook Insights - CORRECT ANSWER - Tracking user interaction on your FB page
Google Adwords - CORRECT ANSWER - Pay to have links and/or ads placed on relevant Web
pages and in search results
Google Analytics - CORRECT ANSWER - Tracks website visits (sessions), where they came from,
what search queries (or keywords) they used, how long they stayed, how many pages they
viewed and what sort of activity they engaged in while on site.
Impressions - CORRECT ANSWER - the number of times an ad is displayed to the user
New/Unique Visitor - CORRECT ANSWER - Unique: # of unduplicated visitors to your website
over the course of a specified time period
New: Users that have had at least 1 session within the selected date range. Includes both new
and returning users
Pay Per Click (PPC) - CORRECT ANSWER - form of paid digital marketing where advertisers pay a
fee each time their ad is clicked. Highly targeted paid ads that drive traffic to a landing page
where you can generate leads
Payment Metrics - CORRECT ANSWER - Conversions
WITH QUESTIONS AND ANSWERS (CORRECT AND
DETAILED ANSWERS) LATEST
A/B Testing - CORRECT ANSWER - comparing two versions of a web page to see which one
performs better
Acquisition - CORRECT ANSWER - channels that site visits come through to get to your site.
How your visits are acquired
Attribution - CORRECT ANSWER - assigning values to touch points within a users journey to
conversion
Attribution Analysis - CORRECT ANSWER - Attribution Models:
-Last click attribution: measuring success based on click
-View-Through Conversions: when a customer sees an ad and later returns to complete a
conversion on your site
-Wholesome Attribution: all credit to first or last click
-Fractional Attribution: divides credit among clicks
Benchmarking - CORRECT ANSWER - the process of measuring a business's performance against
competitors and industry standards
Bounce Rate - CORRECT ANSWER - the percentage of visitors to a particular website who
navigate away from the site after viewing only one page.
Click Through Rate (CTR) - CORRECT ANSWER - # of users who clicked an ad / by # of
impressions (times the ad was displayed to a user)
,The CTR measures the percentage of people who clicked on an ad to arrive at a destination-site.
Common Key Performance Indicators (KPI) - CORRECT ANSWER - Tie KPI's to marketing
objectives, align them to business goals, make them measurable and easily understandable
Good KPI: Increase traffic 5% month over month
Bad KPI: increase traffic each month
Common KPIs:
-online sales: examine conversion rate and cost per acquisition
-Broad Marketing Obj: set a KPI for total revenue and ratio of new to returning visitors
-Landing page: create a bounce rate KPI
Content Marketing - CORRECT ANSWER - a strategic marketing approach that focuses on
creating and distributing content that is valuable, relevant and consistent
Conversion Rate Optimization (CRO) - CORRECT ANSWER - improving the commercial returns
from a transactional site through increasing conversion to key goals such as sales, quotes,
bookings or leads. Combines customer and competitor research with evaluation of customer
behavior using web analytics and AB/multivariate testing.
Cost per conversion - CORRECT ANSWER - Total cost / Total conversions
How much it costs to acquire each converting customer
Email marketing - CORRECT ANSWER - sending highly targeted, highly personalized,
relationship-building marketing messages via email
, Engagement Rate - CORRECT ANSWER - Percentage of people who see a brand post and then
interact with it on social media
Exit Pages - CORRECT ANSWER - Last page accessed during a visit.
The pages on a website that drive customers away
# of exits on a page / total # of page views on that page
Facebook Insights - CORRECT ANSWER - Tracking user interaction on your FB page
Google Adwords - CORRECT ANSWER - Pay to have links and/or ads placed on relevant Web
pages and in search results
Google Analytics - CORRECT ANSWER - Tracks website visits (sessions), where they came from,
what search queries (or keywords) they used, how long they stayed, how many pages they
viewed and what sort of activity they engaged in while on site.
Impressions - CORRECT ANSWER - the number of times an ad is displayed to the user
New/Unique Visitor - CORRECT ANSWER - Unique: # of unduplicated visitors to your website
over the course of a specified time period
New: Users that have had at least 1 session within the selected date range. Includes both new
and returning users
Pay Per Click (PPC) - CORRECT ANSWER - form of paid digital marketing where advertisers pay a
fee each time their ad is clicked. Highly targeted paid ads that drive traffic to a landing page
where you can generate leads
Payment Metrics - CORRECT ANSWER - Conversions
