Measurement – 2018 Smart Assessment Answers
Measurement Exam Answers
Measurement Certification Exam Answers
Google Measurement Certification Assessment Answers By Academy for Ads
Measurement Assessment Answers
Google Measurement Certification Exam Answers
Stay up to speed on the latest measurement products and trends from Google. Use data to make intelligent marketing decisions and gain insights about your audience.
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- Importance Of Measurement & Attribution
- Measurement Fundamentals: Conversions, Tagging, Products
- Google Marketing Platform: Solve for Measurement
- Importance of Brand Measurement
Measurement – 2018 Smart Assessment
- 20 questions
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44.) Rules-based attribution takes only converting paths into account.
- True
- False
43.) Identify ALL of the platforms that offer attribution analysis.
- Campaign Manager
- Analytics 360
- Attribution 360
- All answers are correct
42.) Identify ALL of the platforms that offer attribution analysis.
- All answers are correct
- Attribution 360
- Google Analytics 360
- DoubleClick Campaign Manager
41.) Viewability guarantees that a client’s ad will be seen.
- True
- False
40.) What are the three different stages of customer interactions defined within a funnel in Analytics?
- Search, Click, Browse
- Acquisition, Behavior, Conversion
- Churn, Retention, Life-time value
- Online to offline, click to call, and click to download
39.) What are the three different stages of customer interactions defined within a funnel in Google Analytics?
- Online to offline, click to call, and click to download
- Churn, Retention, Life-time value
- Acquisition, Behavior, Conversion
- Search, Click, Browse
38.) What is a key value proposition of Unique Reach?
- It helps in planning what % of a client’s target audience in people (not cookies) could be reached with the campaign
- It helps in planning how many total people (not cookies) a campaign could reach
- It shows you what % of a client’s ads were viewable by people
- It shows how many people (not cookies) a campaign reached
37.) A “Conversion” is specifically defined as a purchase influenced by an ad.
- True
- False
36.) What are the three key steps to enable accurate measurement of the user journey?
- Track conversions, focus on the last interaction, include all relevant data sources
- Choose an attribution model, connect Google Analytics and AdWords, enable remarketing
- Enable conversion tracking, measure everything, include all Google data sources
- Enable conversion tracking, measure the interactions that matter, include all relevant data sources
35.) Using Analytics 360, an advertiser can turn measurement into action by creating audience lists for future targeting.
- True
- False
34.) Using Google Analytics 360, an advertiser can turn measurement into action by creating audience lists for future targeting.
- True
- False
33.) What solution is best suited for large companies looking to invest in enterprise analytics solutions that give them guaranteed reporting uptimes and more recent, unlimited raw data?
- Analytics 360
- Analytics
- Google Marketing Platform
- Google Ads
32.) What solution is best suited for large companies looking to invest in enterprise analytics solutions that give them guaranteed reporting uptimes and more recent, unlimited raw data?
- Doubleclick Analytics
- Google Analytics
- Analytics 360
- AdWords
31.) What is the Google Marketing Platform advertiser ad server called?
- Analytics 360
- Tag Manager
- Campaign Manager
- Display & Video 360
30.) What is the DoubleCIick advertiser ad server called?
- Google Analytics 360
- Google Tag Manager
- DoubleClick Bid Manager
- DoubleClick Campaign Manager
29.) Match each of the following terms to the corresponding goal
- Act – Use data to drive bidding, budget and targeting decisions.
- Attribute – Shift to evaluating and assigning conversion credit across multiple touchpoints.
- Measure – Correctly count all conversions.
- Understand – Gather audience insights and drive growth using a value-led approach to measurement.
28.) Advertisers can import their campaign data from Campaign Manager into Analytics 360.
- False
- True
27.) Advertisers can import their campaign data from DCM into GA360.
- False
- True
26.) What’s the most effective way for an advertiser to get the most out of Analytics and Google Ads?
- Upgrade Analytics to Analytics 360 to gain access to cutting-edge attribution models and automation; enable data-sharing between CRM systems and Analytics 360
- Link Analytics to Google Ads to enable data flow between both products. Then, enable remarketing reports, demo and interest reports, and benchmarking
- Create a a shared manager (MCC) account to open up the full suite of advanced reporting functionality including offline, phone, and app conversions
- Use the Analytics SDK to enable stable server-to-server connections and rapid data refresh rates between Google Ads and Analytics
25.) What’s the most effective way for an advertiser to get the most out of Google Analytics and AdWords?
- Upgrade Google Analytics to Analytics 360 to gain access to cutting-edge attribution models and automation; enable data-sharing between CRM systems and Analytics 360
- Link Google Analytics to AdWords to enable data flow between both products. Then, enable remarketing reports, demo and interest reports, and benchmarking
- Create a a shared manager (MCC) account to open up the full suite of advanced reporting functionality including offline, phone, and app conversions
- Use the Google Analytics SDK to enable stable server-to-server connections and rapid data refresh rates between AdWords and Analytics
24.) YouTube is the second most viewable video destination globally.
- True
- False
23.) What can be done to make sure Active View metrics are available for a YouTube campaign?
- Active View is part of the partnership with MOAT, so advertisers will need to work with them to get access to these reports
- There is a simple tag-generation process that, once implemented, enables a client to get free Active View reports in Google Ads
- Active View is integrated into both Google Ads and Display & Video 360, so no tagging or trafficking is required
- Active View tags need to be added into Display & Video 360 if a client is buying programmatically
22.) What can be done to make sure Active View metrics are available for a YouTube campaign?
- Active View is part of the partnership with MOAT, so advertisers will need to work with them to get access to these reports
- There is a simple tag-generation process that, once implemented, enables a client to get free Active View reports in AdWords
- Active View tags need to be added into DBM if a client is buying programmatically
- Active View is integrated into both AdWords and DBM, so no tagging or trafficking is required
21.) What is the industry-leading 3P solution that can be compared to Unique Reach?
- MOAT
- Millward Brown
- Nielsen Digital Ad Ratings
- Nielsen Total Ad Ratings
20.) In a data-driven attribution model, how can an advertiser understand the impact of any given keyword in a conversion path?
- Take two paths that look exactly the same apart from one keyword; compare conversion rates to determine the uplift from that one keyword
- Take an AdWords campaign with at least 30 conversions in two weeks; remove the keyword in question and re-run the campaign for two weeks
- Take all the keywords in an AdWords account and rank them by click volume; use static rules to assign credits to touchpoints
- Take one individual click path; look at the conversion rate of the last clicked keyword to determine how it performs for any given auction
19.) Attribution 360 can help advertisers see the impact of their TV campaigns.
- False
- True
18.) Differentiate between measurement and attribution.
- It’s the difference between cookie-based tracking and ID-based tracking
- It’s the difference between counting and valuing
- It’s the difference between clicks and impressions data and conversions data
- It’s the difference between transaction reporting and revenue reporting
17.) Three of the following feature statements are true about Tag Manager. Identify the feature that is false.
- Works with mobile – GTM can be embedded in mobile apps to enable changing app configurations on the fly
- Empowers agencies – Multi-account support and user permissions mean agencies can easily use GTM to help manage clients’ tags
- Made for Google – GTM supports only Google measurement and marketing tags; third-party tags are incompatible
- Easy testing – GTM makes it easy to verify that new tags are working properly, before changes are published
16.) Three of the following feature statements are true about Google Tag Manager. Identify the feature that is false.
- Empowers agencies – Multi-account support and user permissions mean agencies can easily use GTM to help manage clients’ tags
- Works with mobile – GTM can be embedded in mobile apps to enable changing app configurations on the fly
- Made for Google – GTM supports only Google measurement and marketing tags; thirdparty tags are incompatible
- Easy testing – GTM makes it easy to verify that new tags are working properly, before changes are published
15.) Why is it not advisable for an advertiser to have a tag set to conditional firing in Google Ads Conversion Tracking?
- Conditional Firing can break API calls that are necessary for app tracking to work effectively with both iOS and Android
- Conditional Firing breaks the ability to surface cross-device conversions, view-through conversions and GDN conversion lift
- Conditional Firing breaks the ability to assign value to a conversion, particularly as it relates to life-time value
- Conditionally Firing a tag breaks the ability of Google Ads to connect data to Analytics
14.) Why is it not advisable for an advertiser to have a tag set to conditional firing in AdWords Conversion Tracking?
- Conditional Firing can break API calls that are necessary for app tracking to work effectively with both iOS and Android
- Conditional Firing breaks the ability to surface cross-device conversions, view-through conversions and GDN conversion lift
- Conditionally Firing a tag breaks the ability of AdWords to connect data to Google Analytics
- Conditional Firing breaks the ability to assign value to a conversion, particularly as it relates to life-time value
13.) Match the Analytics and Google Ads measurement terminology to the description.
- (1) Analytics Transactions >> A measure almost always used for e-commerce purposes.
- (2) Analytics Goals >> A measure of a successful user interaction or a completed activity.
- (3) Analytics Events >> A way of sending additional info beyond what is tracked by default (e.g., button clicks).
- (4) Google Ads Conversions >> A way to know what happens after a user clicks on an ad – whether there was a purchase, a sign up, a phone call, or an app download.
12.) Match the Google Analytics and AdWords measurement terminology to the description.
- Google Analytics Transactions >> A measure almost always used for e-commerce purposes.
- AdWords Conversions >> A way to know what happens after a user clicks on an ad – whether there was a purchase, a sign up, a phone call, or an app download.
- Google Analytics Events >> A way of sending additional info beyond what is tracked by default (e.g., button clicks).
- Google Analytics Goals >> A measure of a successful user interaction or a completed activity.
11.) Select the Google products that collect data and measure actions in websites or apps. Select all that apply.
- Google Ads
- Google Play
- Analytics
- Attribution/Attribution 360
10.) Select the Google products that collect data and measure actions in websites or apps. Select all that apply.
- AdWords
- Google Play
- Google Analytics
- Google Attribution/Attribution 360
9.) Analytics 360 is the free, entry-level analytics platforms.
- True
- False
8.) Google Analytics 360 is the free, entry-level analytics platforms.
- False
- True
7.) Which platform type can an advertiser use to track time spent on their site?
- Audience Management
- Analytics Tool
- Data Management
- Tag Management
6.) Select the platform that allows advertisers to combine data feeds for reporting and visualization.
- Tag Manager
- Campaign Manager
- Analytics 360
- Data Studio
5.) Select the platform that allows advertisers to combine data feeds for reporting and visualization.
- Google Tag Manager
- Google Analytics 360
- Google Data Studio
- DoubleClick Campaign Manager
4.) Select the best Google tool for website A/B testing.
- Optimize 360
- Attribution 360
- Campaign Manager
- Tag Manager 360
3.) Select the best Google tool for website A/B testing.
- Google Attribution 360
- Google Optimize 360
- Google Tag Manager 360
- DoubleClick Campaign Manager
2.) Place in order the steps involved in building a data-driven attribution model for Search ads.
- (1) Calculate the conversion rate for a set of paths (sequences)
- (2) Take two paths that are similar except one keyword and compare conversion rates to determine uplift from that keyword
- (3) Apply the uplift to the original weighting
- (4) Run the calculation for all keywords in the sequence and determine wWhat percentage each keyword contributes to overall conversions
1.) Identify the definition of attribution.
- Practice of determining the role that each marketing touchpoint plays in driving towards a given outcome and assigning a value to it
- Practice of making important decisions about where to invest budgets or focus optimizations
- Practice of unifying user interaction data and creating a holistic view of customer relationships
- Practice of developing estimates that tie online investment back to revenue goals
