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Campaign Measurement & Attribution Flashcards

7 cards from real CCP practice questions. Tap to flip, then mark Knew It or Still Learning — missed cards come back until you master them.

Read the first 7 Campaign Measurement & Attribution flashcards as text

  1. Which attribution model gives 100% credit for a conversion to the last touchpoint before the sale?

    Answer: Last-touch attribution

    Last-touch attribution assigns all conversion credit to the final interaction a prospect had before converting.

  2. A communications team wants to measure how many unique individuals saw their press release. Which metric best captures this?

    Answer: Reach

    Reach measures the number of unique individuals exposed to a message, unlike impressions which count total exposures including repeats.

  3. What does a 'dark funnel' refer to in campaign measurement?

    Answer: Untrackable buyer interactions not captured by CRM or analytics tools

    The dark funnel refers to the portion of the buyer's journey that occurs in channels (word-of-mouth, private communities, podcasts) not captured by standard analytics.

  4. Which of the following is the correct formula for Return on Investment (ROI) in a communications campaign?

    Answer: (Revenue − Cost) / Cost × 100

    ROI is calculated as (Revenue − Cost) divided by Cost, then multiplied by 100 to express it as a percentage.

  5. When a campaign uses UTM parameters in URLs, what primary purpose do they serve?

    Answer: Identifying traffic sources and campaign details in analytics platforms

    UTM parameters are tags appended to URLs that allow analytics tools like Google Analytics to identify which campaign, source, and medium drove a visit.

  6. A brand receives 500 mentions online in a month, 350 of which are positive. What is the brand's positive sentiment rate?

    Answer: 70%

    Positive sentiment rate = 350 / 500 × 100 = 70%, representing the share of all mentions that carry positive tone.

  7. Which measurement approach uses a control group that does NOT receive a campaign to isolate its true impact?

    Answer: Incrementality testing

    Incrementality testing (or holdout testing) compares a group exposed to the campaign against an unexposed control group to measure the campaign's true incremental lift.