Google Ads Certification-
Measurement Questions and
Answers 100% Pass
The complex user journey - ✔✔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 - ✔✔the actions you want customers to take when they encounter your
marketing messages.
Attribution models - ✔✔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 - ✔✔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 - ✔✔The last touchpoint receives 100% of the credit for the conversion.
First click - ✔✔The first touchpoint receives 100% of the credit for the conversion.
EMILY CHARLENE © 2025, ALL RIGHTS RESERVED 1
,Position-based - ✔✔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 - ✔✔A multi-touch model that gives more credit to the touchpoints closest
to the conversion.
Linear - ✔✔Credit is distributed evenly to every single touch in the buyer journey.
Digital-driven attribution - ✔✔Machine learning determines the best way to distribute
credit for your conversions.
Data-driven attribution (DDA) is - ✔✔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 - ✔✔specific medium that's used to reach an intended audience
A sales channel is a - ✔✔way of bringing products or services to market so that they can
be purchased by consumers.
marketing mix model - ✔✔(MMM)
mmm is - ✔✔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
EMILY CHARLENE © 2025, ALL RIGHTS RESERVED 2
, companies that sell predominantly through offline sales channels (brick-and-mortar
stores).
MMM- Who's it for? - ✔✔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? - ✔✔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. As
technology and data improve, however, more advertisers are beginning to do quarterly
updates or even monthly refreshes. Frequent updates to MMMs are a good thing, as
long as the advertiser can make decisions about their media budgets with the same
frequency.
MMM- Is it worth al the trouble? - ✔✔MMMs are the best available method for
determining the amount of sales driven by each media channel. Most companies use the
findings to support their strategic planning and budgeting. CMOs and other budget
decision-makers look at the ROI of each media channel to determine the ones they
should continue to invest in.
EMILY CHARLENE © 2025, ALL RIGHTS RESERVED 3
Measurement Questions and
Answers 100% Pass
The complex user journey - ✔✔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 - ✔✔the actions you want customers to take when they encounter your
marketing messages.
Attribution models - ✔✔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 - ✔✔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 - ✔✔The last touchpoint receives 100% of the credit for the conversion.
First click - ✔✔The first touchpoint receives 100% of the credit for the conversion.
EMILY CHARLENE © 2025, ALL RIGHTS RESERVED 1
,Position-based - ✔✔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 - ✔✔A multi-touch model that gives more credit to the touchpoints closest
to the conversion.
Linear - ✔✔Credit is distributed evenly to every single touch in the buyer journey.
Digital-driven attribution - ✔✔Machine learning determines the best way to distribute
credit for your conversions.
Data-driven attribution (DDA) is - ✔✔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 - ✔✔specific medium that's used to reach an intended audience
A sales channel is a - ✔✔way of bringing products or services to market so that they can
be purchased by consumers.
marketing mix model - ✔✔(MMM)
mmm is - ✔✔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
EMILY CHARLENE © 2025, ALL RIGHTS RESERVED 2
, companies that sell predominantly through offline sales channels (brick-and-mortar
stores).
MMM- Who's it for? - ✔✔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? - ✔✔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. As
technology and data improve, however, more advertisers are beginning to do quarterly
updates or even monthly refreshes. Frequent updates to MMMs are a good thing, as
long as the advertiser can make decisions about their media budgets with the same
frequency.
MMM- Is it worth al the trouble? - ✔✔MMMs are the best available method for
determining the amount of sales driven by each media channel. Most companies use the
findings to support their strategic planning and budgeting. CMOs and other budget
decision-makers look at the ROI of each media channel to determine the ones they
should continue to invest in.
EMILY CHARLENE © 2025, ALL RIGHTS RESERVED 3
