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Campaign Measurement & Attribution Flashcards

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

Read the first 7 Campaign Measurement & Attribution flashcards as text

  1. In media relations, 'earned media value' (EMV) is best described as:

    Answer: An estimate of the monetary value of unpaid press coverage based on equivalent advertising costs

    Earned media value estimates what equivalent paid advertising placement would cost, providing a dollar benchmark for organic press coverage.

  2. Which KPI directly measures the percentage of email recipients who clicked at least one link in a campaign email?

    Answer: Click-through rate (CTR)

    Click-through rate measures the percentage of email recipients who clicked on at least one link within the email, indicating engagement beyond simply opening it.

  3. A campaign generates 10,000 impressions and 200 clicks. What is the click-through rate?

    Answer: 2%

    CTR = (200 clicks / 10,000 impressions) × 100 = 2%, representing the proportion of impressions that resulted in a click.

  4. What is 'attribution window' in campaign measurement?

    Answer: The time period after an ad interaction during which a conversion is credited to that ad

    An attribution window defines how long after an ad interaction a resulting conversion will still be credited to that interaction.

  5. Share of voice (SOV) in a communications campaign most directly measures:

    Answer: A brand's mentions or media coverage as a percentage of total industry conversation

    Share of voice compares a brand's volume of mentions, coverage, or ad spend against the total volume across all competitors in the market.

  6. Which tool is most commonly used by communications professionals to track online media mentions and sentiment in real time?

    Answer: Media monitoring platforms (e.g., Meltwater, Cision)

    Media monitoring platforms like Meltwater and Cision crawl news, blogs, and social media to track brand mentions and sentiment in near real time.

  7. When measuring the effectiveness of an internal communications campaign, which metric best indicates employee understanding of the message?

    Answer: Post-campaign knowledge assessment scores

    Post-campaign knowledge assessments directly test whether employees understood and retained key messages, going beyond passive exposure metrics.