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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. A multi-touch attribution model that distributes credit evenly across all touchpoints in the customer journey is called:

    Answer: Linear model

    The linear attribution model assigns equal credit to every touchpoint a customer encountered before converting, spreading weight uniformly across the journey.

  2. What does a 'W-shaped' attribution model emphasize?

    Answer: Heavy weight on first touch, lead creation, and opportunity creation touchpoints

    The W-shaped model places heavy credit on three key milestones: first touch, lead creation, and opportunity creation, splitting remaining credit among other touchpoints.

  3. Which metric measures how efficiently a campaign generated leads relative to its cost?

    Answer: Cost per lead (CPL)

    Cost per lead (CPL) divides total campaign spend by the number of leads generated, showing how much each lead costs to acquire.

  4. In the context of PR measurement, the Barcelona Principles primarily advocate for:

    Answer: Setting measurable goals, focusing on outcomes over outputs, and moving away from AVE

    The Barcelona Principles (updated in 2020) call for goal-setting tied to outcomes, rejecting AVE as a valid metric, and emphasizing integrity and transparency in measurement.

  5. A campaign dashboard shows a 45% email open rate. Which factor is MOST likely inflating this figure in modern email analytics?

    Answer: Apple Mail Privacy Protection pre-loading open pixels

    Apple's Mail Privacy Protection (MPP) pre-fetches email tracking pixels, registering phantom 'opens' even when users never actually view the email.

  6. Which of the following best describes 'vanity metrics' in campaign reporting?

    Answer: Numbers that look impressive but do not correlate with meaningful business results

    Vanity metrics are statistics (like raw follower counts or total page views) that appear positive but lack direct connection to business objectives or ROI.

  7. A communications professional uses 'pilot testing' before a full campaign launch primarily to:

    Answer: Identify measurement gaps and creative weaknesses on a smaller scale before full investment

    Pilot testing (or soft launches) allows teams to catch flaws in messaging, targeting, or measurement setup with limited spend before scaling the full campaign.