CCP Campaign Measurement & Attribution 2 — Questions and Answers
Question 1: Which attribution model gives 100% credit for a conversion to the last touchpoint before the sale?
- Linear attribution
- Last-touch attribution (Correct answer)
- Time-decay attribution
- First-touch attribution
Correct answer: Last-touch attribution
Last-touch attribution assigns all conversion credit to the final interaction a prospect had before converting.
Question 2: A communications team wants to measure how many unique individuals saw their press release. Which metric best captures this?
- Impressions
- Reach (Correct answer)
- Frequency
- Share of voice
Correct answer: Reach
Reach measures the number of unique individuals exposed to a message, unlike impressions which count total exposures including repeats.
Question 3: What does a 'dark funnel' refer to in campaign measurement?
- Paid media that runs overnight
- Untrackable buyer interactions not captured by CRM or analytics tools (Correct answer)
- Negative sentiment campaigns run anonymously
- Email campaigns with hidden tracking pixels blocked by clients
Correct answer: Untrackable buyer interactions not captured by CRM or analytics tools
The dark funnel refers to the portion of the buyer's journey that occurs in channels (word-of-mouth, private communities, podcasts) not captured by standard analytics.
Question 4: Which of the following is the correct formula for Return on Investment (ROI) in a communications campaign?
- (Revenue / Cost) × 100
- (Revenue − Cost) / Cost × 100 (Correct answer)
- Cost / Revenue × 100
- (Revenue + Cost) / Revenue × 100
Correct answer: (Revenue − Cost) / Cost × 100
ROI is calculated as (Revenue − Cost) divided by Cost, then multiplied by 100 to express it as a percentage.
Question 5: When a campaign uses UTM parameters in URLs, what primary purpose do they serve?
- Encrypting user data for GDPR compliance
- Identifying traffic sources and campaign details in analytics platforms (Correct answer)
- Speeding up page load times for tracked links
- Blocking bot traffic from skewing results
Correct answer: Identifying traffic sources and campaign details in analytics platforms
UTM parameters are tags appended to URLs that allow analytics tools like Google Analytics to identify which campaign, source, and medium drove a visit.
Question 6: A brand receives 500 mentions online in a month, 350 of which are positive. What is the brand's positive sentiment rate?
- 57%
- 60%
- 70% (Correct answer)
- 75%
Correct answer: 70%
Positive sentiment rate = 350 / 500 × 100 = 70%, representing the share of all mentions that carry positive tone.
Question 7: Which measurement approach uses a control group that does NOT receive a campaign to isolate its true impact?
- A/B testing
- Multi-touch attribution
- Incrementality testing (Correct answer)
- Cohort analysis
Correct answer: Incrementality testing
Incrementality testing (or holdout testing) compares a group exposed to the campaign against an unexposed control group to measure the campaign's true incremental lift.
CCP Campaign Measurement & Attribution 2
Which attribution model gives 100% credit for a conversion to the last touchpoint before the sale?