Google Ads Measurements Certification Exam Answers

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Google Ads offers various measurements to help advertisers understand the performance and effectiveness of their advertising campaigns. Some of the key measurements include:

1. Clicks: The number of times users click on your ads. This metric indicates the level of engagement with your ad.
2. Impressions: The number of times your ad is shown on a search result page or website within the Google Display Network.
3. Click-Through Rate (CTR): The ratio of clicks to impressions, calculated by dividing the number of clicks by the number of impressions, then multiplying by 100 to get a percentage. A high CTR indicates that your ad is compelling and relevant to users.
4. Conversion Rate: The percentage of clicks that result in a desired action, such as a purchase, sign-up, or download. It measures how effective your ads are at driving conversions.
5. Cost Per Click (CPC): The average amount you pay each time someone clicks on your ad. It’s calculated by dividing the total cost of your clicks by the total number of clicks.
6. Cost Per Conversion (CPC): The average amount you pay for each conversion. It’s calculated by dividing the total cost of your conversions by the total number of conversions.
7. Return on Investment (ROI): The ratio of net profit to the cost of the advertising campaign, expressed as a percentage. A positive ROI indicates that your advertising efforts are profitable.
8. Quality Score: A metric used by Google Ads to measure the relevance and quality of your ads, keywords, and landing pages. A higher quality score can lead to lower CPCs and better ad placements.
9. Ad Position: The placement of your ad on the search results page or website within the Google Display Network. Higher ad positions generally result in more visibility and clicks.
10. Ad Extensions: Additional pieces of information, such as phone numbers, location information, or links to specific pages, that can be added to your ads to provide more context and encourage user interaction.

These are just some of the key measurements available in Google Ads. Advertisers can also use various reports and analytics tools within the platform to gain deeper insights into their campaigns’ performance and make data-driven decisions to optimize their advertising strategies.

Google Ads Measurements Final Exam Quiz Answers

Question 1: If you want to know how well your Google Ads account will perform, what estimate should you use?

• You should use attribution score.
• You should use quality score.
• You should use recommendation score.
• You should use optimization score.

Question 2: To turn marketing insights into action, what action should you take?

• You should shift budgets from well-performing channels to underperforming channels.
• You should increase the frequency of underperforming ad creatives.
• You should focus on the right audience for the message shared in that stage of the buying journey.
• You should increase investment in an underperforming channel.

Question 3: A marketing analyst is analyzing the conversion data of their Search Ads campaign in Google Ads. They want to see how changes to their attribution model might impact conversion reporting. What report will provide them with that information?

• The conversions report
• The campaigns report
• The attribution reports
• The click analysis report

Question 4: Which of the following is an example of a Smart Bidding strategy?

• Viewable CPM
• Manual CPC
• Target CPA
• Enhanced impressions

Question 5: You’re trying to determine how effectively your ads are driving online sales and generating leads through sign-ups, and you compare your Google Ads data with your offline data. That’s when you see a difference in the number of sign-ups in Google ads vs. your offline data source. Assume everything is working properly and the issue lies with when a conversion was counted. What would you say is causing this data discrepancy?

• You’d say that Google Ads reports conversions against the date/time of the click that led to the conversion. Depending on the other data source, it might use the date/time of the conversion itself.
• You’d say that Google Ads reports views against the device type of the view that didn’t lead to a conversion. Depending on the other data source, it might use the date/time of the conversion itself.
• You’d say that Google Ads reports clicks against the date/time of the event that led to the conversion. Depending on the other data source, it might use the click of the conversion itself.
• You’d say that Google Ads reports conversions against a unique ID of the event that led to the click. Depending on the other data source, it might use the click of the conversion itself.

Question 6: If you’re getting good traffic but not enough conversions from your ads, what should you do to improve your conversion rate?

• You should reduce campaign budgets.
• You should add more negative keywords.
• You should turn off the ads to stop traffic.
• You should use more general keywords.

Question 7: In what way can the power of Google’s AI be beneficial to advertisers?

• By optimizing performance in real time
• By minimizing marketing insights
• By replacing the need for analytics solutions
• By reducing the volume of search conversions

Question 8: What do marketing mix models show advertisers?

• They evaluate a customer’s long-term marketing value to provide a more accurate view of performance.
• They’re an analysis that shows the impact of marketing on a brand’s sales.
• They use your conversion data to calculate the contribution of each interaction across the conversion path.
• They’re a way to determine the impact of a specific variable on control and treatment groups.

Question 9: A marketing manager is viewing the campaign report in their Google Ads account after successfully implementing conversion tracking tags for their website. They see that at least two of their ads generated over 100 view-through conversions. Which of the following actions can be considered a view-through conversion?

• An action in which a customer sees and interacts with your ad, but then doesn’t complete a conversion on your site.
• An action that’s done in-store only and doesn’t require the customer to have interacted with your ad.
• An action in which there are only conversions from browsers that don’t allow cross-site cookies.
• An action in which a customer sees but doesn’t interact with your ad, and then later completes a conversion on your site.

Question 10: To evaluate their campaigns, what should marketers do?

• They should use lifetime value analysis to examine the impact to brand lift metrics.
• They should check whether all the budget was used for the campaign or not.
• They should check whether the result of a specific objective exceeded or fell short of its goal.
• They should focus on the worst-performing ads and reduce the frequency of that ad, then reevaluate.

Question 11: If you want to add a column for conversion value per cost after setting up conversion tracking, how does that get calculated?

• By dividing the number in the conversion’s column by the total eligible interactions
• By dividing the total cost by the number in the conversion’s column
• By dividing the total conversion value by the number in the conversion’s column
• By dividing the total conversion value by the total cost of all ad interactions

Question 12: A marketing analyst is trying to determine the duration between a user’s first exposure and that user’s subsequent conversion. What report should they use to get that info?

• They should use the seasonality report.
• They should use the change history report.
• They should use the navigation report.
• They should use the time lag report.

Question 13: What’s the definition of a Google tag, as described to a new advertiser by a digital marketing consultant?

• A Google tag is a JavaScript framework, also known as gtag.js.
• A Google tag will replace Tag Manager, which has less accurate data.
• A Google tag is a tag snippet for Google Shopping that’s needed for tracking.
• A Google tag is used to deploy and modify both Google and third-party tags.

Question 14: Which of the following explains why the conversion date might be different between Google Ads and Google Analytics?

• Google Analytics attributes conversions to the date of the impression that caused the conversion.
• Google Ads attributes conversions to the day they happen, not to the date of the click that caused the conversion.
• Google Analytics can’t attribute conversions to a date for an impression, whereas Google Ads can.
• Google Analytics attributes conversions to the day they happen, not to the date of the impression that caused the conversion.

Question 15: Enhanced conversions for web can benefit a marketing strategist in what way?

• By using Google Analytics to unlock more powerful bidding
• By using hashed, first-party data to unlock more powerful bidding
• By using third-party data to unlock more powerful bidding
• By using third-party data to improve the accuracy of your conversion measurement

Question 16: In the world of digital advertising, how would a tag be defined?

• It would be defined as a large snippet of code that’s placed on the conversion page of a website.
• It would be defined as a large snippet of code that’s placed on the homepage of a website.
• It would be defined as a small snippet of code that’s placed on every page of a website.
• It would be defined as a small snippet of code that’s placed on the conversion page of a website.

Question 17: Google Tag Manager has which of the following two capabilities? (Choose two.)

Select 2 Correct Responses

• Google Tag Manager lets you to quickly and easily update tags on your website or mobile app from a web interface.
• Google Tag Manager can only be used to deploy and modify third-party tags.
• Google Tag Manager is a JavaScript framework that’s used to add Google tags directly to web pages.
• Google Tag Manager has collaboration and versioning capabilities.

Question 18: What’s an example of a campaign that fell short of its target goal?

• An email remarketing campaign with an expected lift in brand awareness of 5% and an actual lift in brand awareness of 12%
• A video campaign with an expected brand favorability lift of 5% and an actual brand favorability lift of 5%.
• A display campaign with an expected brand awareness lift of 10% and an actual brand awareness lift of 20%.
• A search campaign with an expected increase in return on ad spend of $50.12 and an actual return on ad spend of $10.

Question 19: Besides attribution, what’s another method used to analyze the return on investment (ROI) for media?

• Conversion lift
• Viewable CPM
• Smart Bidding
• Marketing mix model

Question 20: If you’re a marketer setting up the value of an online conversion action, what would you do?

• If the average value of a lead is $20, you’d assign the value as $200.
• If the average value of a lead is $20, you’d assign the value as $20.
• Regardless of the value of the lead, you’d always set it as $0.
• Regardless of the value of the lead, you’d always set it as $1.

Question 21: Which of the following describes the criteria for store visits conversion tracking?

• Store visits conversion tracking is available in all countries and regions as long as it’s not a sensitive business type or account.
• Store visits conversion tracking is available for all business types, but only in certain countries.
• Store visits conversion tracking requires sufficient data to accurately report store visits and pass Google’s privacy thresholds.
• Store visits conversion tracking has no mininum impression or click requirements.

Question 22: The enhanced cost-per-click (ECPC) bidding strategy can be described in which of the following ways?

• ECPC first looks at a listed target return on investment (ROI), before raising a max cost-per-click (CPC) bid.
• ECPC first looks at ad auctions, before raising a max cost-per-click (CPC) bid.
• ECPC first looks at ad auctions, before lowering a max cost-per-click (CPC) bid.
• ECPC first looks at a listed target return on investment (ROI), before lowering a max cost-per-click (CPC) bid.

Question 23: When ad campaigns are optimized by Google’s AI, what does that mean?

• It means they use basic tasks, then software, to automate those tasks, and the process has all the necessary data.
• It means they use AI and machine learning technology to predict what will achieve the best conversion outcomes to optimize bidding, creative, etc.
• It means they use rules-based attribution and software to achieve desired AI-friendly outcomes to influence the process and avoid optimizing for those outcomes.
• It means they use data-driven attribution to automate tasks, and the process has all the necessary data.

Question 24: To compete in the right auctions with the most data and flexibility, what keyword match type does Smart Bidding need?

• Phrase match
• Broad match
• Exact match
• Negative match

Question 25: In what way does Google’s phone call conversion tracking feature track calls to an advertiser’s account?

• It tracks calls via the conversion name for the advertiser’s store.
• It tracks calls via the phone number listed on the advertiser’s official store website.
• It tracks calls via the assigned Google Click Identifier (GCLID) set up in the advertiser’s account.
• It tracks calls via a dynamically created Google forwarding number.

Question 26: You’ve been hired as a consultant to help an online store owner. You need to complete the implementation of conversion tracking tags into their website. How can Tag Assistant help you with this task?

• It automatically creates tag code snippets.
• It tells you which Google Analytics reports are incorrect.
• It troubleshoots unverified conversion actions.
• It creates the Google Click Identifier tag (GCLID).

Question 27: How are view-through conversions counted?

• They’re counted as conversions that are recorded when new users view and interact with an ad, then later convert.
• They’re counted as conversions that are recorded when users view and interact with an ad, then never convert.
• They’re counted as conversions that are recorded when users view but don’t interact with an ad, then later convert.
• They’re counted as conversions that are recorded when repeat users view but don’t interact with an ad, then later convert.

Question 28: Target ROAS bidding can correctly be described in which of the following ways?

• Target ROAS determines that if a user’s search is likely to generate a conversion with high value, target ROAS will bid low on that search.
• Target ROAS analyzes and intelligently predicts the value of a potential conversion every time a user searches for products or services that are being advertised. Then it automatically adjusts bids for these searches to maximize return.
• Target ROAS uses historical and uploaded data to set the value of a conversion every time a user searches for products or services that are being advertised. Then it automatically adjusts bids for these ads to maximize return.
• Target ROAS determines that if a user’s search is likely to generate a conversion with low value, target ROAS will bid high on that search.

Question 29: If a conversion tracking tag gets added to a landing page of a website and then produces duplicate conversions, what action should be taken to remove those duplicate conversions from the conversion count?

• Toggle off the possible duplicates option at the top of the chart.
• Sort the data by time and remove duplicate times found on entries.
• Modify the event tag to capture a unique order ID.
• Disable the view-through conversion data column.

Question 30: Why might you want to import Google Analytics conversions to Google Ads?

• To view historical data from before the import
• To link accounts in Google Analytics without auto-tagging
• To provide Google Ads access to data that helps optimize bids
• To let first-party data be sent from websites

Question 31: To implement sitewide tagging, what do you have to do?

• You have to make sure the tag still works by loading it within another tracking tag, like Floodlight.
• You have to use just the image portion of the JavaScript.
• You have to turn off auto-tagging in all your Google Ads accounts that are enabled for sitewide tagging.
• You have to make sure Google Click Identifier (GCLID) still works if using click trackers in the URL.

Question 32: You’re a marketer looking to track product newsletter sign-ups on your website. What type of conversion action should you use?

• You should use lead.
• You should use pageview.
• You should use app installs.
• You should use purchase.

Question 33: Which of the following can be used to describe enhanced conversions for leads?

• Requires Google Click Identifier (GCLID) storage
• Uses third-party data
• Requires customer relationship management (CRM) system modification.
• Uses hashed, first-party data

Question 34: How would you describe the process by which data-driven attribution works?

• Data-driven attribution uses country- or region-specific data to credit several consistent ad touchpoints across the Search network, specifically.
• Data-driven attribution credits on an arbitrary basis and may impact optimizations, particularly when leveraging automated bidding data.
• Data-driven attribution leverages an account’s historical data to credit the most impactful ad touchpoints across Search, YouTube, and Display.
• Data-driven attribution prioritizes specific touchpoints and applies static logic to assign a constant value to a touchpoint along a conversion path.

Question 35: In what way does experimentation help achieve a best-in-class measurement approach?

• By driving a macro budget strategy
• By helping assign credit across touchpoints
• By providing a way to validate and test insights
• By assisting in the collection of multiple data points

Question 36: While searching for a place to eat, a tourist visiting Italy finds your restaurant, which is called Ristorante Abigaille in Florence, by performing each of these searches: “restaurant Tuscany,” “restaurant Florence,” “3-star restaurant Florence,” and “3-star restaurant Abigaille Florence.” The customer clicks on your ads and makes a reservation. Using the data-driven attribution model, what keyword would receive credit for the conversion?

• Because the first keyword was attributed with the conversion, it would receive 100% of the credit for the conversion.
• Because the conversion was attributed to each keyword equally, each keyword would share equal credit (i.e., 25% each) for the conversion.
• Because the last keyword was attributed with the conversion, it would receive 100% of the credit for the conversion.
• Because the conversion was attributed to each keyword proportionally; each keyword would receive credit for how much it contributed to the conversion.

Question 37: Which of the following is the first step in setting up conversion tracking?

• Modify the tag for your website or app after requesting it from your web administrator.
• Add a conversion tracking tag to your website or app after modifying it in Google Ads.
• Request a snippet of code from your web administrator and add it to your website for everyone you want to track.
• Set up a conversion action in Google Ads to measure what you consider to be valuable consumer actions.

Question 38: To learn how often an ad click or other ad interaction leads to a conversion, on average, what metric would you use?

• You’d use conversion value-per-cost.
• You’d use cost-per-conversion.
• You’d use conversion value-per-click.
• You’d use conversion rate.

Question 39: What does Google Analytics 4 refer to as interactions on a website or app?

• Goal
• Conversion
• Incident
• Event

Question 40: For what reason might an advertiser opt to use enhanced conversions for leads?

• Because enhanced conversions for leads can track sales that happen off a website from website leads.
• Because enhanced conversions for leads can use third-party data to improve their offline lead measurement.
• Because enhanced conversions for leads can track sales and events that happen on a website.
• Because enhanced conversions for leads can improve the measurement of online conversions.

Question 41: Incrementality experiments differ from A/B experiments in what way?

• By determining the impact of ads on a consumer’s decision to convert or not convert.
• By typically requiring a smaller sample size and less sophisticated statistical analysis.
• By measuring the relative effectiveness of different versions of a marketing campaign.
• By both requiring a holdback group to determine which version of an ad performs better.

Question 42: If a customer wants to buy a new car, what activity might suggest that they’re in the awareness phase of the car-buying process?

• If they fill out an email subscription form
• If they call to ask about a test-drive
• If they recommend the car on social media
• If they view an online advertisement for a car

Question 43: There are two types of optimizations. What are they? (Choose two.)

Select 2 Correct Responses

• Bidding optimization
• Media mix optimization
• Channel optimization
• Targeting optimization

Question 44: What are two benefits of using the Recommendations page in a Google Ads account to help with campaign performance? (Choose two.)

Select 2 Correct Responses

• The Recommendations page can introduce you to new features and trends across Google.
• The Recommendations page can increase your budget if you select to auto apply to recommendations.
• The Recommendations page can help maximize your budget by improving bidding and keywords.
• The Recommendations page can increase the amount of time and effort spent on optimizing campaigns.

Question 45: How can an advertiser set up enhanced conversions for web?

• Enhanced conversions for web can be set up through Google Analytics Manager.
• Enhanced conversions for web can be set up through Google Tag Assistant.
• Enhanced conversions for web can be set up through the Google Ads API for enhanced conversions.
• Enhanced conversions for web can be set up through Google Tag Manager, Google tag, or Google Ads API.

Question 46: In terms of advertising, what’s attribution?

• Determining how much credit each step of a process should receive
• Determining the cost of each asset used in a marketing campaign
• Determining how much cost each channel requires
• Determining how much credit to award a client for their referral

Question 47: A marketing manager wants to know what factors influence conversion volume, apart from conversion delay. What three additional factors would you cite? (Choose three.)

Select 3 Correct Responses

• Changes to default browser
• Changes to discrepancy model
• Changes to ads
• Changes in competition or seasonality
• Changes to attribution model

Question 48: A marketing manager wants to try Maximize Conversions. How does this bidding strategy work?

• By being the safest bidding strategy for all business types to optimize their bidding.
• By using machine learning to capture as many conversions as possible within a daily budget.
• By aiming to achieve an average return on ad spend (ROAS) equal to a desired target.
• By automatically limiting conversions that don’t align with a desired bidding strategy.

Question 49: Which of the following terms can be used to describe the amount of times a unique user will see an ad over a certain time period?

• Engagement rate
• Impression
• Reach
• Frequency

Question 50: For event-based data instead of session-based data, what platform should you use?

• You should use Google Ads Conversion Tracking.
• You should use Universal Analytics.
• You should use Google Analytics Classic.
• You should use Google Analytics 4.

Question 51: You want to advertise your website with Google Ads, and you’re thinking of using one of Google’s Smart Bidding strategies. Which of the following is a Smart Bidding strategy?

• Enhanced impressions
• Target CPA
• Viewable CPM
• Manual CPC

Question 52: Maximize Conversion can be described in which of the following ways?

• Maximize Conversions aims to achieve an average return on ad spend (ROAS) equal to a desired target.
• Maximize Conversions is the safest bidding strategy for all business types to optimize their bidding.
• Maximize Conversions uses machine learning to capture as many conversions as possible within a daily budget.
• Maximize Conversions automatically limits conversions that don’t align with a desired bidding strategy.

Question 53: How does the enhanced cost-per-click (ECPC) bidding strategy work?

• ECPC looks at a listed target return on investment (ROI), then raises a max cost-per-click (CPC) bid.
• ECPC looks at ad auctions, then lowers a max cost-per-click (CPC) bid.
• ECPC looks at a listed target return on investment (ROI), then lowers a max cost-per-click (CPC) bid.
• ECPC looks at ad auctions, then raises a max cost-per-click (CPC) bid.

Question 54: A marketing manager is closely monitoring their data to see how effectively their ads are driving online sales and generating leads through sign-ups. When the marketing manager compares Google Ads data with their offline data, they see a difference in the number of sign-ups in Google Ads vs. their offline data source. Assuming everything is working as intended and the issue lies with when a conversion was counted, what’s likely causing this data discrepancy?

• Google Ads reports conversions against the date/time of the click that led to the conversion. Depending on the other data source, it might use the date/time of the conversion itself.
• Google Ads reports conversions against a unique ID of the event that led to the click. Depending on the other data source, it might use the click of the conversion itself.
• Google Ads reports views against the device type of the view that didn’t lead to a conversion. Depending on the other data source, it might use the date/time of the conversion itself.
• Google Ads reports clicks against the date/time of the event that led to the conversion. Depending on the other data source, it might use the click of the conversion itself.

Question 55: A marketer added a conversion tracking tag to a landing page on their company’s website. When analyzing purchasing data, they found duplicate conversions. How can the marketer remove duplicate conversions from their conversion count?

• They can sort the data by time and remove duplicate times found on entries.
• They can toggle off the possible duplicates option at the top of the chart.
• They can modify the event tag to capture a unique order ID.
• They can disable the view-through conversion data column.

Question 56: You’re an advertiser at a large agency, and you want to know how marketing mix models work. Which of the following descriptions explains what marketing mix models do?

• Marketing mix models evaluate a customer’s long-term marketing value to provide a more accurate view of performance.
• Marketing mix models are a way to determine the impact of a specific variable on control and treatment groups.
• Marketing mix models use conversion data to calculate the contribution of each interaction across the conversion path.
• Marketing mix models are an analysis that shows the impact of marketing on a brand’s sales.

Question 57: A marketing manager wants to implement the enhanced cost-per-click (ECPC) bidding strategy. How might their agency describe this strategy?

• It might look at ad auctions, then raise a max cost-per-click (CPC) bid.
• It might look at a listed target return on investment (ROI), then lower a max cost-per-click (CPC) bid.
• It might look at a listed target return on investment (ROI), then raise a max cost-per-click (CPC) bid.
• It might look at ad auctions, then lower a max cost-per-click (CPC) bid.

Question 58: To set up conversion tracking, what should you do first?

• First, add a conversion tracking tag to your website or app after modifying it in Google Ads.
• First, modify the tag for your website or app after requesting it from your web administrator.
• First, set up a conversion action in Google Ads to measure what you consider to be valuable consumer actions.
• First, request a snippet of code from your web administrator and add it to your website for everyone you want to track.

Question 59: How might Tag Assistant help you complete the implementation of conversion tracking tags into a website?

• By automatically creating tag code snippets
• By troubleshooting unverified conversion actions
• By telling you which Google Analytics reports are incorrect
• By creating the Google Click Identifier tag (GCLID)

Question 60: You imported Google Analytics conversions to Google Ads. What’s a benefit of that action?

• Letting first-party data be sent from websites
• Linking accounts in Google Analytics without auto-tagging
• Providing Google Ads access to data that helps optimize bids
• Viewing historical data from before the import

Question 61: If a unique user sees an ad over a given time period, what term can be used to describe the number of times that user saw the ad?

• Engagement rate
• Reach
• Impression
• Frequency

Question 62: What could you do to improve your conversion rate if you’re getting a good amount of traffic from your ads but not enough conversions?

• You could turn off the ads to stop traffic.
• You could use more general keywords.
• You could reduce campaign budgets.
• You could add more negative keywords.

Question 63: What method can be used to analyze the return on investment (ROI) for media, apart from attribution?

• Conversion lift can be used.
• Viewable CPM can be used.
• Smart Bidding can be used.
• Marketing mix model can be used.

Question 64: As a marketer, in what way should you evaluate your campaign?

• By focusing on the worst-performing ads and reducing the frequency of that ad, then reevaluating.
• By checking whether all the budget was used for the campaign or not.
• By checking whether the result of a specific objective exceeded or fell short of its goal.
• By using lifetime value analysis to examine the impact to brand lift metrics.

Question 65: A marketer wants to know how often, on average, an interaction leads to a conversion. What metric should the marketer use to get that information?

• The marketer should use conversion value-per-click.
• The marketer should use conversion rate.
• The marketer should use conversion value-per-cost.
• The marketer should use cost-per-conversion.

Question 66: A marketing strategist is interested in target ROAS bidding. How might their agency describe this bidding strategy?

• This bidding strategy uses historical and uploaded data to set the value of a conversion every time a user searches for products or services that are being advertised. Then it automatically adjusts bids for these ads to maximize return.
• This bidding strategy determines that if a user’s search is likely to generate a conversion with low value, target ROAS will bid high on that search.
• This bidding strategy analyzes and intelligently predicts the value of a potential conversion every time a user searches for products or services that are being advertised. Then it automatically adjusts bids for these searches to maximize return.
• This bidding strategy determines that if a user’s search is likely to generate a conversion with high value, target ROAS will bid low on that search.

Question 67: What report can determine how changes to the attribution model might impact conversion reporting when analyzing the conversion data of a Search Ads campaign in Google Ads?

• The click analysis report
• The campaigns report
• The attribution report
• The conversions report

Question 68: A marketer wants to know what keyword match type gives Smart Bidding the most data and flexibility to compete in the right auctions. Which of the following keyword match types would they choose?

• They’d choose exact match.
• They’d choose negative match.
• They’d choose phrase match.
• They’d choose broad match.

Question 69: After setting up conversion tracking, you want to add a column for conversion value per cost. How would that be calculated?

• It would be calculated by dividing the total conversion value by the total cost of all ad interactions.
• It would be calculated by dividing the total conversion value by the number in the conversion column.
• It would be calculated by dividing the total cost by the number in the conversion column.
• It would be calculated by dividing the number in the conversion column by the total eligible interactions.

Question 70: A marketing strategist is interested in enhanced conversions for web. What description could their agency provide to explain this feature?

• Enhanced conversions for web uses Google Analytics to unlock more powerful bidding.
• Enhanced conversions for web uses third-party data to improve the accuracy of your conversion measurement.
• Enhanced conversions for web uses third-party data to unlock more powerful bidding.
• Enhanced conversions for web uses hashed, first-party data to unlock more powerful bidding.

Question 71: What’s the correct way to describe enhanced conversions for web?

• It uses hashed, first-party data to unlock more powerful bidding.
• It uses third-party data to improve the accuracy of your conversion measurement.
• It uses third-party data to unlock more powerful bidding.
• It uses Google Analytics to unlock more powerful bidding.

Question 72: If you’re a marketer describing the criteria for store visits conversion tracking, what would you say?

• You’d say that store visits conversion tracking is available in all countries and regions as long as it’s not a sensitive business type or account.
• You’d say that store visits conversion tracking is available for all business types, but only in certain countries.
• You’d say that store visits conversion tracking has no minimum impression or click requirements.
• You’d say that store visits conversion tracking requires sufficient data to accurately report store visits and pass Google’s privacy thresholds.

Question 73: Enhanced conversions for leads can benefit an advertiser in what way?

• It can track sales that happen off a website from website leads.
• It can improve the measurement of online conversions.
• It can use third-party data to improve their offline lead measurement.
• It can track sales and events that happen on a website.

Question 74: How are calls tracked to an advertiser’s account if the advertiser uses Google’s phone call conversion tracking feature?

• By the assigned Google Click Identifier (GCLID) set up in the advertiser’s account
• By the conversion name for the advertiser’s store
• By a dynamically created Google forwarding number
• By the phone number listed on the advertiser’s official store website

Question 75: For event-based data instead of session-based data, what platform should you use?

• You should use Google Analytics 4.
• You should use Google Analytics Classic.
• You should use Universal Analytics.
• You should use Google Ads Conversion Tracking.

Question 76: What does the term attribution mean when used to describe an advertising-related occurrence?

• Attribution means determining the cost of each asset used in a marketing campaign.
• Attribution means determining how much credit to award a client for their referral.
• Attribution means determining how much credit each step of a process should receive.
• Attribution means determining how much cost each channel requires.

Question 77: How does data-driven attribution work?

• It uses country- or region-specific data to credit several consistent ad touchpoints across the Search network, specifically.
• It leverages an account’s historical data to credit the most impactful ad touchpoints across Search, YouTube, and Display.
• It credits on an arbitrary basis and may impact optimizations, particularly when leveraging automated bidding data.
• It prioritizes specific touchpoints and applies static logic to assign a constant value to a touchpoint along a conversion path

Question 78: What metric tells you how often, on average, an ad click or other ad interaction leads to a conversion?

• Conversion rate
• Cost-per-conversion
• Conversion value-per-cost
• Conversion value-per-click

Question 79: What’s a requirement for implementing sitewide tagging?

• Use just the image portion of the JavaScript.
• Make sure the tag still works by loading it within another tracking tag, like Floodlight.
• Make sure Google Click Identifier (GCLID) still works if using click trackers in the URL.
• Turn off auto-tagging in all your Google Ads accounts that are enabled for sitewide tagging.

Question 80: A business owner wants to use Google Ads to advertise their website. They’re considering using one of the available Smart Bidding strategies that Google offers. Which of the following is a Smart Bidding strategy?

• Manual CPC
• Viewable CPM
• Enhanced impressions
• Target CPA

Question 81: What’s the practice you’d want to use for turning marketing insights into action?

• Increase investment in an underperforming channel.
• Shift budgets from well-performing channels to underperforming channels.
• Increase the frequency of underperforming ad creatives.
• Focus on the right audience for the message shared in that stage of the buying journey.

Question 82: How might experimentation be credited with contributing to a best-in-class measurement approach?

• It can help assign credit across touchpoints.
• It can be a way to validate and test insights.
• It can assist in the collection of multiple data points.
• It can be used to drive a macro budget strategy.

Question 83: If you want event-based data as opposed to session-based data, what platform would you use?

• You’d use Google Ads Conversion Tracking.
• You’d use Google Analytics 4.
• You’d use Google Analytics Classic.
• You’d use Universal Analytics.

Question 84: To compete in the right auctions with the most data and flexibility, what keyword match type does Smart Bidding need?

• Broad match
• Exact match
• Phrase match
• Negative match

Question 85: If an ad campaign is optimized by Google’s AI, what’s happening?

• The campaign is using data-driven attribution to automate tasks. The process has all the necessary data.
• The campaign is using basic tasks, then software, to automate those tasks, and the process has all the necessary data.
• The campaign is using rules-based attribution and software to achieve desired AI-friendly outcomes to influence the process and avoid optimizing for those outcomes.
• The campaign is using AI and machine learning technology to predict what will achieve the best conversion outcomes to optimize bidding, creative, etc.

Question 86: What should you do to set up the value of an online conversion action?

• You should always set the value as $1, regardless of the value of the lead.
• You should assign the value as $20, if the average value of a lead is $20.
• You should always set the value as $0, regardless of the value of the lead.
• You should assign the value as $200, if the average value of a lead is $20.

Question 87: A marketing manager wants to know the process by which view-through conversions are counted. How would you say that’s done?

• You’d say that view-through conversions are counted as conversions that are recorded when users view but don’t interact with an ad, then later convert.
• You’d say that view-through conversions are counted as conversions that are recorded when new users view and interact with an ad, then later convert.
• You’d say that view-through conversions are counted as conversions that are recorded when users view and interact with an ad, then never convert.
• You’d say that view-through conversions are counted as conversions that are recorded when repeat users view but don’t interact with an ad, then later convert.

Question 88: How would you explain what a marketing mix model does?

• It evaluates a customer’s long-term marketing value to provide a more accurate view of performance.
• It provides an analysis that shows the impact of marketing on a brand’s sales.
• It determines the impact of a specific variable on control and treatment groups.
• It uses conversion data to calculate the contribution of each interaction across the conversion path.

Question 89: A potential customer is looking to buy a new car. What activity suggests they’re in the awareness stage?

• Viewing an online advertisement for a car
• Calling to ask about a test-drive
• Recommending the car on social media
• Filling out an email subscription form

Question 90: If a campaign falls short of its target goal, how might it be described?

• It might be described as an email remarketing campaign with an expected lift in brand awareness of 5% and an actual lift in brand awareness of 12%
• It might be described as a video campaign with an expected brand favorability lift of 5% and an actual brand favorability lift of 5%.
• It might be described as a search campaign with an expected increase in return on ad spend of $50.12 and an actual return on ad spend of $10.
• It might be described as a display campaign with an expected brand awareness lift of 10% and an actual brand awareness lift of 20%.

Question 91: If by comparing Google Ads data with offline data you find a difference in the number of sign-ups for ads between the two sources, and you believe the issue lies with when a conversion was counted, what’s the likely source of that data discrepancy?

• It’s probably due to the fact that Google Ads reports conversions against the date/time of the click that led to the conversion. Depending on the other data source, it might use the date/time of the conversion itself.
• It’s probably due to the fact that Google Ads reports clicks against the date/time of the event that led to the conversion. Depending on the other data source, it might use the click of the conversion itself.
• It’s probably due to the fact that Google Ads reports views against the device type of the view that didn’t lead to a conversion. Depending on the other data source, it might use the date/time of the conversion itself.
• It’s probably due to the fact that Google Ads reports conversions against a unique ID of the event that led to the click. Depending on the other data source, it might use the click of the conversion itself.

Question 92: Which of the following describes the number of times a unique user will see an ad over a given time period?

• Reach
• Frequency
• Impression
• Engagement rate

Question 93: How would you describe attribution as it relates to the advertising industry?

• Attribution determines the cost of each asset used in a marketing campaign.
• Attribution determines how much credit each step of a process should receive.
• Attribution determines how much credit to award a client for their referral.
• Attribution determines how much cost each channel requires.

Question 94: To determine how well your Google Ads account is set to perform, what estimate would you use?

• You’d use quality score.
• You’d use attribution score.
• You’d use optimization score.
• You’d use recommendation score.

Question 95:  In terms of advertising, what’s attribution?

• Determining the cost of each asset used in a marketing campaign
• Determining how much cost each channel requires
• Determining how much credit to award a client for their referral
• Determining how much credit each step of a process should receive