Google Ads Certification- Measurement
UPDATED Questions and CORRECT
Answers
The complex user journey - CORRECT ANSWER - knowing how their customers interact
with their brand, and what role advertising plays in that relationship. It's a challenge because
customer behavior itself is complex.
conversions are - CORRECT ANSWER - the actions you want customers to take when
they encounter your marketing messages.
Attribution models - CORRECT ANSWER - It automatically starts to recognize the most
effective touchpoints that lead to a conversion. There are two ways this can happen: with rules-
based attribution and with data-driven attribution.
Rules-based attribution - CORRECT ANSWER - rules-based model may assign some
value to the first interaction that introduces a customer to a brand, but assign a higher value to
the final interaction that leads to the purchase
Last interaction - CORRECT ANSWER - The last touchpoint receives 100% of the credit
for the conversion.
First click - CORRECT ANSWER - The first touchpoint receives 100% of the credit for
the conversion.
Position-based - CORRECT ANSWER - 40% credit is assigned to both the first and last
interaction, and the remaining 20% credit is distributed evenly to the middle interactions.
Time-decay - CORRECT ANSWER - A multi-touch model that gives more credit to the
touchpoints closest to the conversion.
, Linear - CORRECT ANSWER - Credit is distributed evenly to every single touch in the
buyer journey.
Digital-driven attribution - CORRECT ANSWER - Machine learning determines the best
way to distribute credit for your conversions.
Data-driven attribution (DDA) is - CORRECT ANSWER - the most advanced model in
Google's attribution products. A data-driven model algorithmically evaluates individual customer
paths. Credit is then dynamically attributed to each touchpoint according to its impact on the
conversion. An advantage of this model is that attribution logic includes converting and non-
converting paths, whereas rules-based models only take converting paths into account.
A media channel is a - CORRECT ANSWER - specific medium that's used to reach an
intended audience
A sales channel is a - CORRECT ANSWER - way of bringing products or services to
market so that they can be purchased by consumers.
marketing mix model - CORRECT ANSWER - (MMM)
mmm is - CORRECT ANSWER - not right for every business. It's particularly useful for
companies that invest a significant amount of their marketing budget in offline media channels,
or companies that sell predominantly through offline sales channels (brick-and-mortar stores).
MMM- Who's it for? - CORRECT ANSWER - An MMM is typically done for a brand (for
example, Oreo) or a group of brands in the same category (for example, snack foods). It
incorporates all possible factors that could drive the brand's sales, including (but not limited to)
media and marketing (for example, TV, radio, digital, outdoor advertising, emails, coupons),
brand consideration, the economy, competitor actions, and even the weather.
MMM- How does it work? - CORRECT ANSWER - An advertiser will typically hire a
third-party vendor to run an MMM, and a few advertisers run their own MMMs. They are
expensive and take 12 to 20 weeks to run, so most advertisers only do it just once or twice a year.
UPDATED Questions and CORRECT
Answers
The complex user journey - CORRECT ANSWER - knowing how their customers interact
with their brand, and what role advertising plays in that relationship. It's a challenge because
customer behavior itself is complex.
conversions are - CORRECT ANSWER - the actions you want customers to take when
they encounter your marketing messages.
Attribution models - CORRECT ANSWER - It automatically starts to recognize the most
effective touchpoints that lead to a conversion. There are two ways this can happen: with rules-
based attribution and with data-driven attribution.
Rules-based attribution - CORRECT ANSWER - rules-based model may assign some
value to the first interaction that introduces a customer to a brand, but assign a higher value to
the final interaction that leads to the purchase
Last interaction - CORRECT ANSWER - The last touchpoint receives 100% of the credit
for the conversion.
First click - CORRECT ANSWER - The first touchpoint receives 100% of the credit for
the conversion.
Position-based - CORRECT ANSWER - 40% credit is assigned to both the first and last
interaction, and the remaining 20% credit is distributed evenly to the middle interactions.
Time-decay - CORRECT ANSWER - A multi-touch model that gives more credit to the
touchpoints closest to the conversion.
, Linear - CORRECT ANSWER - Credit is distributed evenly to every single touch in the
buyer journey.
Digital-driven attribution - CORRECT ANSWER - Machine learning determines the best
way to distribute credit for your conversions.
Data-driven attribution (DDA) is - CORRECT ANSWER - the most advanced model in
Google's attribution products. A data-driven model algorithmically evaluates individual customer
paths. Credit is then dynamically attributed to each touchpoint according to its impact on the
conversion. An advantage of this model is that attribution logic includes converting and non-
converting paths, whereas rules-based models only take converting paths into account.
A media channel is a - CORRECT ANSWER - specific medium that's used to reach an
intended audience
A sales channel is a - CORRECT ANSWER - way of bringing products or services to
market so that they can be purchased by consumers.
marketing mix model - CORRECT ANSWER - (MMM)
mmm is - CORRECT ANSWER - not right for every business. It's particularly useful for
companies that invest a significant amount of their marketing budget in offline media channels,
or companies that sell predominantly through offline sales channels (brick-and-mortar stores).
MMM- Who's it for? - CORRECT ANSWER - An MMM is typically done for a brand (for
example, Oreo) or a group of brands in the same category (for example, snack foods). It
incorporates all possible factors that could drive the brand's sales, including (but not limited to)
media and marketing (for example, TV, radio, digital, outdoor advertising, emails, coupons),
brand consideration, the economy, competitor actions, and even the weather.
MMM- How does it work? - CORRECT ANSWER - An advertiser will typically hire a
third-party vendor to run an MMM, and a few advertisers run their own MMMs. They are
expensive and take 12 to 20 weeks to run, so most advertisers only do it just once or twice a year.
