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Performance Measurement and Analytics Flashcards

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

Read the first 7 Performance Measurement and Analytics flashcards as text

  1. Which Google Ads metric shows the percentage of impressions that resulted in a click?

    Answer: Click-through rate (CTR)

    CTR is calculated by dividing total clicks by total impressions and multiplying by 100.

  2. An advertiser notices their Search Impression Share is 45%. What does this indicate?

    Answer: Their ads appeared in 45% of eligible auctions

    Search Impression Share measures how often your ads appeared versus the total number of eligible impressions.

  3. What does a high Bounce Rate from a paid search landing page typically indicate?

    Answer: Poor ad-to-landing page relevance or poor user experience

    A high bounce rate suggests visitors are not finding what they expected, pointing to mismatched ads or poor landing page quality.

  4. In Google Ads, what is 'Lost IS (Budget)'?

    Answer: Impression share lost because the daily budget ran out

    Lost IS (Budget) shows the percentage of impressions lost because your daily budget was exhausted.

  5. A campaign has 500 conversions and 10,000 clicks. What is the conversion rate?

    Answer: 5%

    Conversion rate = (Conversions / Clicks) × 100 = (500 / 10,000) × 100 = 5%.

  6. Which attribution model gives 100% credit to the last ad interaction before conversion?

    Answer: Last click attribution

    Last click attribution assigns full credit to the final touchpoint that led to the conversion.

  7. What is the primary purpose of setting up conversion tracking in Google Ads?

    Answer: To measure which ads and keywords drive valuable customer actions

    Conversion tracking lets advertisers see which keywords, ads, and campaigns are driving real business results.