Practice Test GeeksSEM - Search Engine Marketing Practice Test
← All SEM Flashcard Decks

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. What is the function of UTM parameters in SEM tracking?

    Answer: They tag URLs to identify the source, medium, and campaign driving traffic in analytics

    UTM parameters are URL tags that pass campaign data to analytics platforms, allowing precise tracking of traffic sources.

  2. An advertiser uses data-driven attribution. How does this model assign conversion credit?

    Answer: It uses machine learning to distribute credit across all touchpoints based on their actual contribution

    Data-driven attribution analyzes all conversion paths and uses algorithms to assign fractional credit based on each touchpoint's impact.

  3. What does 'Auction Insights' in Google Ads allow advertisers to do?

    Answer: Compare their ad performance against competitors in the same auctions

    Auction Insights shows metrics like impression share overlap rate and position above rate compared to other advertisers in the same auctions.

  4. A keyword has a Quality Score of 3/10. What is the most likely impact?

    Answer: Higher CPCs and lower ad positions compared to competitors with better scores

    Low Quality Scores increase cost-per-click and reduce ad position because Ad Rank is calculated using bid multiplied by Quality Score.

  5. What is the lookback window in conversion tracking?

    Answer: The period after an ad click during which a conversion can be counted

    The lookback window defines how many days after an ad click Google Ads will attribute a conversion to that click.

  6. Which report in Google Ads would you use to identify the times of day your ads perform best?

    Answer: Ad Schedule / Hour of Day report

    The Ad Schedule report breaks down performance by hour and day of week, enabling data-driven dayparting bid adjustments.

  7. What does a declining Quality Score trend for a keyword most likely indicate?

    Answer: Worsening ad relevance, expected CTR, or landing page experience

    Quality Score is determined by expected CTR, ad relevance, and landing page experience, so a decline points to degradation in one of these areas.