CMA CMA Digital Marketing & Analytics

Question 1

What does 'CTR' stand for in digital marketing, and how is it calculated?

Accepted Answer

Click-Through Rate; clicks divided by impressions, expressed as a percentage

Answer

Conversion Tracking Rate; conversions divided by total site visitors

Answer

Cost-To-Revenue ratio; total costs divided by total revenue

Answer

Customer Transaction Rate; transactions per customer per month

Question 2

In digital advertising, 'CPM' refers to:

Accepted Answer

Cost Per Mille (cost per 1,000 impressions)

Answer

Cost Per Month of advertising

Answer

Click Per Minute metric

Answer

Customer Profit Margin

Question 3

Which digital marketing channel delivers the highest average return on investment (ROI) according to most US marketing studies?

Accepted Answer

Email marketing

Answer

Display advertising

Answer

Social media advertising

Answer

Podcast advertising

Question 4

What is 'search engine optimization' (SEO) primarily focused on?

Accepted Answer

Improving a website's organic (unpaid) visibility in search engine results

Answer

Increasing the number of paid search ad placements

Answer

Managing a company's social media search presence

Answer

Optimizing the speed of a company's internal search function

Question 5

In Google Analytics, a 'bounce rate' measures:

Accepted Answer

The percentage of sessions where users viewed only one page before leaving

Answer

The rate at which email subscribers unsubscribe from a list

Answer

The percentage of ad clicks that don't result in a purchase

Answer

How often a website goes offline in a given period

Question 6

What distinguishes 'owned' media from 'paid' and 'earned' media in a digital marketing context?

Accepted Answer

Owned media is channels the company controls (website, email, app); paid is purchased advertising; earned is organic coverage by others

Answer

Owned media is physical assets like stores; paid is digital ads; earned is SEO traffic

Answer

Owned media requires no budget; paid requires a large budget; earned requires partnerships

Answer

Owned media is print; paid is digital; earned is TV and radio