DMI AMA PRO CERTIFICATION FINAL
PAPER 2026 COMPLETE SOLUTIONS AND
VERIFIED ANSWERS GRADED A+
⩥ Acquisition. Answer: channels that site visits come through to get to
your site.
How your visits are acquired
⩥ Attribution. Answer: assigning values to touch points within a users
journey to conversion
⩥ Attribution Analysis. 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. Answer: the process of measuring a business's
performance against competitors and industry standards
⩥ Bounce Rate. Answer: the percentage of visitors to a particular
website who navigate away from the site after viewing only one page.
,⩥ Click Through Rate (CTR). 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). 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. Answer: a strategic marketing approach that
focuses on creating and distributing content that is valuable, relevant and
consistent
, ⩥ Conversion Rate Optimization (CRO). 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. Answer: Total cost / Total conversions
How much it costs to acquire each converting customer
⩥ Email marketing. Answer: sending highly targeted, highly
personalized, relationship-building marketing messages via email
⩥ Engagement Rate. Answer: Percentage of people who see a brand post
and then interact with it on social media
⩥ Exit Pages. 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. Answer: Tracking user interaction on your FB
page
⩥ Google Adwords. Answer: Pay to have links and/or ads placed on
relevant Web pages and in search results
PAPER 2026 COMPLETE SOLUTIONS AND
VERIFIED ANSWERS GRADED A+
⩥ Acquisition. Answer: channels that site visits come through to get to
your site.
How your visits are acquired
⩥ Attribution. Answer: assigning values to touch points within a users
journey to conversion
⩥ Attribution Analysis. 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. Answer: the process of measuring a business's
performance against competitors and industry standards
⩥ Bounce Rate. Answer: the percentage of visitors to a particular
website who navigate away from the site after viewing only one page.
,⩥ Click Through Rate (CTR). 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). 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. Answer: a strategic marketing approach that
focuses on creating and distributing content that is valuable, relevant and
consistent
, ⩥ Conversion Rate Optimization (CRO). 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. Answer: Total cost / Total conversions
How much it costs to acquire each converting customer
⩥ Email marketing. Answer: sending highly targeted, highly
personalized, relationship-building marketing messages via email
⩥ Engagement Rate. Answer: Percentage of people who see a brand post
and then interact with it on social media
⩥ Exit Pages. 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. Answer: Tracking user interaction on your FB
page
⩥ Google Adwords. Answer: Pay to have links and/or ads placed on
relevant Web pages and in search results
