CMP Digital Marketing and Analytics 2 — Questions and Answers
Question 1: Which metric measures the percentage of visitors who leave a website after viewing only one page?
- Exit rate
- Bounce rate (Correct answer)
- Churn rate
- Session rate
Correct answer: Bounce rate
Bounce rate is the percentage of single-page sessions where users leave without interacting further.
Question 2: In Google Analytics 4, what replaced the traditional 'session' as the primary data model?
- Pageview model
- Event-based model (Correct answer)
- Hit-based model
- User-based model
Correct answer: Event-based model
GA4 shifted to an event-based data model where every interaction—including pageviews—is tracked as an event.
Question 3: What does a high Click-Through Rate (CTR) on a display ad primarily indicate?
- The ad has a high conversion rate
- The ad creative and targeting are resonating with the audience (Correct answer)
- The ad has a low cost-per-click
- The campaign has a large budget
Correct answer: The ad creative and targeting are resonating with the audience
A high CTR signals that the ad's message and targeting are compelling enough to prompt users to click.
Question 4: Which attribution model gives 100% of conversion credit to the first touchpoint a customer interacted with?
- Linear attribution
- Last-click attribution
- First-click attribution (Correct answer)
- Time-decay attribution
Correct answer: First-click attribution
First-click attribution assigns all conversion credit to the initial touchpoint that introduced the customer to the brand.
Question 5: What is the primary purpose of UTM parameters in a URL?
- To encrypt user data for GDPR compliance
- To track the source, medium, and campaign driving website traffic (Correct answer)
- To redirect users to mobile-optimized pages
- To improve page load speed
Correct answer: To track the source, medium, and campaign driving website traffic
UTM parameters are tags added to URLs that allow analytics platforms to identify traffic sources and campaign performance.
Question 6: A/B testing in digital marketing is best described as:
- Testing two different websites simultaneously
- Comparing two versions of a single variable to determine which performs better (Correct answer)
- Running ads on two different platforms at the same time
- Segmenting an email list into two halves
Correct answer: Comparing two versions of a single variable to determine which performs better
A/B testing involves showing two variants (A and B) to different audience segments to identify which drives better performance.
Question 7: In programmatic advertising, what is a Demand-Side Platform (DSP) used for?
- Selling ad inventory to publishers
- Allowing advertisers to buy digital ad space automatically (Correct answer)
- Managing social media ad accounts
- Tracking website visitor behavior
Correct answer: Allowing advertisers to buy digital ad space automatically
A DSP enables advertisers to purchase digital ad inventory across multiple exchanges and networks automatically through real-time bidding.
CMP Digital Marketing and Analytics 2
Which metric measures the percentage of visitors who leave a website after viewing only one page?