Digital Marketing and Analytics Flashcards

Which metric measures the percentage of visitors who leave a website after viewing only one page?

Answer: Bounce rate

Bounce rate is the percentage of single-page sessions where users leave without interacting further.

In Google Analytics 4, what replaced the traditional 'session' as the primary data model?

Answer: Event-based model

GA4 shifted to an event-based data model where every interaction—including pageviews—is tracked as an event.

What does a high Click-Through Rate (CTR) on a display ad primarily indicate?

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.

Which attribution model gives 100% of conversion credit to the first touchpoint a customer interacted with?

Answer: First-click attribution

First-click attribution assigns all conversion credit to the initial touchpoint that introduced the customer to the brand.

What is the primary purpose of UTM parameters in a URL?

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.

A/B testing in digital marketing is best described as:

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.

In programmatic advertising, what is a Demand-Side Platform (DSP) used for?

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.