Measurement - 2018 Smart Assessment Answers - Academy for Ads - Category

Measurement - 2018 Smart Assessment Answers - Academy for Ads

 

Stay up to speed on the latest measurement products and trends from Google. Use data to make intelligent marketing decisions and gain insights about your audience.

 

 

What are the three different stages of customer interactions defined within a funnel in Analytics?

• Online to offline, click to call, and click to download
• Churn, Retention, Life-time value
• Search, Click, Browse
• Acquisition, Behavior, Conversion

 

Three Of The Following Feature Statements Are True About Tag Manager. Identify The Feature That Is False.

• Empowers agencies – Multi-account support and user permissions mean agencies can easily use GTM to help manage clients’ tags
• Easy testing – GTM makes it easy to verify that new tags are working properly, before changes are published
• Works with mobile – GTM can be embedded in mobile apps to enable changing app configurations on the fly
• Made for Google – GTM supports only Google measurement and marketing tags; third- party tags are incompatible

 

Rules-based attribution takes only converting paths into account.

• True
• False

 

Identify ALL of the platforms that offer attribution analysis.

• All answers are correct
• Attribution 360
• Google Analytics 360
• DoubleClick Campaign Manager

 

Viewability guarantees that a client's ad will be seen.

• True
• False

What are the three different stages of customer interactions defined within a funnel in Analytics?

What are the three different stages of customer interactions defined within a funnel in Google Analytics?

• Online to offline, click to call, and click to download
• Churn, Retention, Life-time value
• Acquisition, Behavior, Conversion
• Search, Click, Browse

 

What is a key value proposition of Unique Reach?

• It helps in planning what % of a client's target audience in people (not cookies) could be reached with the campaign
• It helps in planning how many total people (not cookies) a campaign could reach
• It shows you what % of a client's ads were viewable by people
• It shows how many people (not cookies) a campaign reached

 

 

A "Conversion" is specifically defined as a purchase influenced by an ad.

• True
• False

 

What are the three key steps to enable accurate measurement of the user journey?

• Track conversions, focus on the last interaction, include all relevant data sources
• Choose an attribution model, connect Google Analytics and AdWords, enable remarketing
• Enable conversion tracking, measure everything, include all Google data sources
• Enable conversion tracking, measure the interactions that matter, include all relevant data sources

 

Using Google Analytics 360, an advertiser can turn measurement into action by creating audience lists for future targeting.

• True
• False

 

What solution is best suited for large companies looking to invest in enterprise analytics solutions that give them guaranteed reporting uptimes and more recent, unlimited raw data?

• Doubleclick Analytics
• Google Analytics
• Analytics 360
• AdWords

 

What is the DoubleCIick advertiser ad server called?

• Google Analytics 360
• Google Tag Manager
• DoubleClick Bid Manager
• DoubleClick Campaign Manager

 

Match each of the following terms to the corresponding goal

Act  - Use data to drive bidding, budget and targeting decisions.

Attribute - Shift to evaluating and assigning conversion credit across multiple touchpoints.

Measure - Correctly count all conversions.

Understand - Gather audience insights and drive growth using a value-led approach to measurement.

 

Advertisers can import their campaign data from DCM into GA360.

• False
• True

 

What’s The Most Effective Way For An Advertiser To Get The Most Out Of Analytics And Google Ads?

• Create a a shared manager (MCC) account to open up the full suite of advanced reporting functionality including offline, phone, and app conversions
• Use the Analytics SDK to enable stable server-to-server connections and rapid data refresh rates between Google Ads and Analytics
• Link Analytics to Google Ads to enable data flow between both products. Then, enable remarketing reports, demo and interest reports, and benchmarking
• Upgrade Analytics to Analytics 360 to gain access to cutting-edge attribution models and automation; enable data-sharing between CRM systems and Analytics 360

 

What's the most effective way for an advertiser to get the most out of Google Analytics and AdWords?

• Upgrade Google Analytics to Analytics 360 to gain access to cutting-edge attribution models and automation; enable data-sharing between CRM systems and Analytics 360
• Link Google Analytics to AdWords to enable data flow between both products. Then, enable remarketing reports, demo and interest reports, and benchmarking
• Create a a shared manager (MCC) account to open up the full suite of advanced reporting functionality including offline, phone, and app conversions
• Use the Google Analytics SDK to enable stable server-to-server connections and rapid data refresh rates between AdWords and Analytics

 

YouTube is the second most viewable video destination globally.

• True
• False

 

 

What can be done to make sure Active View metrics are available for a YouTube campaign?

• Active View is part of the partnership with MOAT, so advertisers will need to work with them to get access to these reports
• There is a simple tag-generation process that, once implemented, enables a client to get free Active View reports in AdWords
• Active View tags need to be added into DBM if a client is buying programmatically
• Active View is integrated into both AdWords and DBM, so no tagging or trafficking is required

 

What is the industry-leading 3P solution that can be compared to Unique Reach?

• MOAT
• Millward Brown
• Nielsen Digital Ad Ratings
• Nielsen Total Ad Ratings

 

In a data-driven attribution model, how can an advertiser understand the impact of any given keyword in a conversion path?

• Take two paths that look exactly the same apart from one keyword; compare conversion rates to determine the uplift from that one keyword
• Take an AdWords campaign with at least 30 conversions in two weeks; remove the keyword in question and re-run the campaign for two weeks
• Take all the keywords in an AdWords account and rank them by click volume; use static rules to assign credits to touchpoints
• Take one individual click path; look at the conversion rate of the last clicked keyword to determine how it performs for any given auction

 

Attribution 360 can help advertisers see the impact of their TV campaigns.

• False
• True

 

Differentiate between measurement and attribution

• It's the difference between cookie-based tracking and ID-based tracking
• It's the difference between counting and valuing
• It's the difference between clicks and impressions data and conversions data
• It's the difference between transaction reporting and revenue reporting

 

Three of the following feature statements are true about Google Tag Manager. Identify the feature that is false.

Empowers agencies – Multi-account support and user permissions mean agencies can easily use GTM to help manage clients’ tags

Works with mobile – GTM can be embedded in mobile apps to enable changing app configurations on the fly

Made for Google – GTM supports only Google measurement and marketing tags; thirdparty tags are incompatible

Easy testing – GTM makes it easy to verify that new tags are working properly, before changes are published

 

Why is it not advisable for an advertiser to have a tag set to conditional firing in Google Ads Conversion Tracking?

• Conditional Firing can break API calls that are necessary for app tracking to work effectively with both iOS and Android
• Conditional Firing breaks the ability to surface cross-device conversions, view-through conversions and GDN conversion lift
• Conditionally Firing a tag breaks the ability of AdWords to connect data to Google Analytics
• Conditional Firing breaks the ability to assign value to a conversion, particularly as it relates to life-time value

 

Match the Analytics and Google Ads measurement terminology to the description.

Google Analytics Transactions A measure almost always used for e-commerce purposes.
Google Ads Conversions A way to know what happens after a user clicks on a an ad – whether there was a purchase, a sign up, a phone call, or an app download
Google Analytics Events A way of sending additional info beyond what is tracked by default (e.g., button clicks).
Google Analytics Goals A measure of a successful user interaction or a completed activity.

 

Select the Google products that collect data and measure actions in websites or apps. Select all that apply.

(Select All Correct Responses)

• AdWords
• Google Play
• Google Analytics
• Google Attribution/Attribution 360

 

Google Analytics 360 is the free, entry-level analytics platforms.

• False
• True

 

Which platform type can an advertiser use to track time spent on their site?

• Audience Management
• Analytics Tool
• Data Management
• Tag Management

 

Select the platform that allows advertisers to combine data feeds for reporting and visualization.

• Google Tag Manager
• Google Analytics 360
• Google Data Studio
• DoubleClick Campaign Manager

 

Select the best Google tool for website A/B testing.

• Google Attribution 360
• Google Optimize 360
• Google Tag Manager 360
• DoubleClick Campaign Manager

 

Place in order the steps involved in building a data-driven attribution model for Search ads.

1. Calculate the conversion rate for a set of paths (sequences)
2. Take two paths that are similar except one keyword and compare conversion rates to determine uplift from that keyword
3. Apply the uplift to the original weighting
4. Run the calculation for all keywords in the sequence and determine wWhat percentage each keyword contributes to overall conversions

 

Identify the definition of attribution.

• Practice of determining the role that each marketing touchpoint plays in driving towards a given outcome and assigning a value to it
• Practice of making important decisions about where to invest budgets or focus optimizations
• Practice of unifying user interaction data and creating a holistic view of customer relationships
• Practice of developing estimates that tie online investment back to revenue goals