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Google Ads Measurements Certification Exam Answers


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

  • You should use attribution score.
  • You should use quality score.
  • You should use recommendation score.
  • You should use optimization score.
  • 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.
  • The conversions report
  • The campaigns report
  • The attribution reports
  • The click analysis report
  • Viewable CPM
  • Manual CPC
  • Target CPA
  • Enhanced impressions
  • 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.
  • 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.
  • By optimizing performance in real time
  • By minimizing marketing insights
  • By replacing the need for analytics solutions
  • By reducing the volume of search conversions
  • 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.
  • 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.
  • 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.
  • 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
  • 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.
  • 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.
  • 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.
  • 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
  • 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.
  • 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.
  • 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.
  • Conversion lift
  • Viewable CPM
  • Smart Bidding
  • Marketing mix model
  • 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.
  • 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.
  • 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.
  • 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.
  • Phrase match
  • Broad match
  • Exact match
  • Negative match
  • 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.
  • 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).
  • 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.
  • 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.
  • 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.
  • 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
  • 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.
  • You should use lead.
  • You should use pageview.
  • You should use app installs.
  • You should use purchase.
  • Requires Google Click Identifier (GCLID) storage
  • Uses third-party data
  • Requires customer relationship management (CRM) system modification.
  • Uses hashed, first-party data
  • 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.
  • 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
  • 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.
  • 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.
  • 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.
  • Goal
  • Conversion
  • Incident
  • Event
  • 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.
  • 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.
  • 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
  • Bidding optimization
  • Media mix optimization
  • Channel optimization
  • Targeting optimization
  • 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.
  • 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.
  • 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
  • Changes to default browser
  • Changes to discrepancy model
  • Changes to ads
  • Changes in competition or seasonality
  • Changes to attribution model
  • 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.
  • Engagement rate
  • Impression
  • Reach
  • Frequency
  • You should use Google Ads Conversion Tracking.
  • You should use Universal Analytics.
  • You should use Google Analytics Classic.
  • You should use Google Analytics 4.
  • Enhanced impressions
  • Target CPA
  • Viewable CPM
  • Manual CPC
  • 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.
  • 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.
  • 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.
  • 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.
  • 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.
  • 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.
  • 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.
  • 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)
  • 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
  • Engagement rate
  • Reach
  • Impression
  • Frequency
  • 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.
  • Conversion lift can be used.
  • Viewable CPM can be used.
  • Smart Bidding can be used.
  • Marketing mix model can be used.
  • 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.
  • 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.
  • 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.
  • The click analysis report
  • The campaigns report
  • The attribution report
  • The conversions report
  • They’d choose exact match.
  • They’d choose negative match.
  • They’d choose phrase match.
  • They’d choose broad match.
  • 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.
  • 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.
  • 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.
  • 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.
  • 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.
  • 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
  • You should use Google Analytics 4.
  • You should use Google Analytics Classic.
  • You should use Universal Analytics.
  • You should use Google Ads Conversion Tracking.
  • 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.
  • 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
  • Conversion rate
  • Cost-per-conversion
  • Conversion value-per-cost
  • Conversion value-per-click
  • 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.
  • Manual CPC
  • Viewable CPM
  • Enhanced impressions
  • Target CPA
  • 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.
  • 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.
  • You’d use Google Ads Conversion Tracking.
  • You’d use Google Analytics 4.
  • You’d use Google Analytics Classic.
  • You’d use Universal Analytics.
  • Broad match
  • Exact match
  • Phrase match
  • Negative match
  • 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.
  • 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.
  • 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.
  • 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.
  • 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
  • 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%.
  • 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.
  • Reach
  • Frequency
  • Impression
  • Engagement rate
  • 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.
  • You’d use quality score.
  • You’d use attribution score.
  • You’d use optimization score.
  • You’d use recommendation score.
  • 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

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