AMA Digital Marketing Professional Exam
UPDATED ACTUAL Exam Questions and
CORRECT Answers
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
Conversion Rate
CTR-click thru rate
cost per conversion
Total cost
clicks
UPDATED ACTUAL Exam Questions and
CORRECT Answers
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
Conversion Rate
CTR-click thru rate
cost per conversion
Total cost
clicks
