1|Page | © copyright 2024/2025 | Grade A+
AMA Digital Marketing Professional
Exam Questions and Answers
(100% Pass)
A/B Testing
✓ comparing two versions of a web page to see which one performs
better
Acquisition
✓ channels that site visits come through to get to your site.
✓ How your visits are acquired
Attribution
✓ assigning values to touch points within a users journey to conversion
Attribution Analysis
Master01 | November, 2024/2025 | Latest update
, 1|Page | © copyright 2024/2025 | Grade A+
✓ 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
✓ the process of measuring a business's performance against competitors
and industry standards
Bounce Rate
✓ the percentage of visitors to a particular website who navigate away
from the site after viewing only one page.
Click Through Rate (CTR)
✓ # 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.
Master01 | November, 2024/2025 | Latest update
, 1|Page | © copyright 2024/2025 | Grade A+
Common Key Performance Indicators (KPI)
✓ 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
✓ a strategic marketing approach that focuses on creating and
distributing content that is valuable, relevant and consistent
Conversion Rate Optimization (CRO)
Master01 | November, 2024/2025 | Latest update
, 1|Page | © copyright 2024/2025 | Grade A+
✓ 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
✓ Total cost / Total conversions
✓ How much it costs to acquire each converting customer
Email marketing
✓ sending highly targeted, highly personalized, relationship-building
marketing messages via email
Engagement Rate
✓ Percentage of people who see a brand post and then interact with it
on social media
Exit Pages
Master01 | November, 2024/2025 | Latest update
AMA Digital Marketing Professional
Exam Questions and Answers
(100% Pass)
A/B Testing
✓ comparing two versions of a web page to see which one performs
better
Acquisition
✓ channels that site visits come through to get to your site.
✓ How your visits are acquired
Attribution
✓ assigning values to touch points within a users journey to conversion
Attribution Analysis
Master01 | November, 2024/2025 | Latest update
, 1|Page | © copyright 2024/2025 | Grade A+
✓ 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
✓ the process of measuring a business's performance against competitors
and industry standards
Bounce Rate
✓ the percentage of visitors to a particular website who navigate away
from the site after viewing only one page.
Click Through Rate (CTR)
✓ # 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.
Master01 | November, 2024/2025 | Latest update
, 1|Page | © copyright 2024/2025 | Grade A+
Common Key Performance Indicators (KPI)
✓ 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
✓ a strategic marketing approach that focuses on creating and
distributing content that is valuable, relevant and consistent
Conversion Rate Optimization (CRO)
Master01 | November, 2024/2025 | Latest update
, 1|Page | © copyright 2024/2025 | Grade A+
✓ 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
✓ Total cost / Total conversions
✓ How much it costs to acquire each converting customer
Email marketing
✓ sending highly targeted, highly personalized, relationship-building
marketing messages via email
Engagement Rate
✓ Percentage of people who see a brand post and then interact with it
on social media
Exit Pages
Master01 | November, 2024/2025 | Latest update
