CCP Campaign Measurement & Attribution 2

Question 1

Which attribution model gives 100% credit for a conversion to the last touchpoint before the sale?

Accepted Answer

Last-touch attribution

Answer

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?

Accepted Answer

Reach

Answer

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?

Accepted Answer

Untrackable buyer interactions not captured by CRM or analytics tools

Answer

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?

Accepted Answer

(Revenue − Cost) / Cost × 100

Answer

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?

Accepted Answer

Identifying traffic sources and campaign details in analytics platforms

Answer

UTM parameters are tags appended to URLs that allow analytics tools like Google Analytics to identify which campaign, source, and medium drove a visit.

(CCP) Certified Communications Professional Practice Test

(CCP) Certified Communications Professional Practice Test

CCP Campaign Measurement & Attribution 2