CMA Digital Marketing & Analytics Flashcards

What does 'CTR' stand for in digital marketing, and how is it calculated?

Answer: Click-Through Rate; clicks divided by impressions, expressed as a percentage

Click-Through Rate (CTR) measures the percentage of people who clicked on an ad or link after seeing it, calculated as (Clicks ÷ Impressions) × 100.

In digital advertising, 'CPM' refers to:

Answer: Cost Per Mille (cost per 1,000 impressions)

CPM (Cost Per Mille, from Latin for thousand) is the cost an advertiser pays for 1,000 ad impressions, commonly used for brand awareness campaigns.

Which digital marketing channel delivers the highest average return on investment (ROI) according to most US marketing studies?

Answer: Email marketing

Email marketing consistently ranks as the highest ROI digital channel, with studies showing returns of $36–$42 per $1 spent, due to its low cost and high targeting precision.

What is 'search engine optimization' (SEO) primarily focused on?

Answer: Improving a website's organic (unpaid) visibility in search engine results

SEO involves optimizing website content, structure, and authority to rank higher in organic (non-paid) search engine results, driving free, targeted traffic.

In Google Analytics, a 'bounce rate' measures:

Answer: The percentage of sessions where users viewed only one page before leaving

Bounce rate is the percentage of sessions in which a visitor enters a site and leaves without visiting any other page or triggering any additional interactions.

What distinguishes 'owned' media from 'paid' and 'earned' media in a digital marketing context?

Answer: Owned media is channels the company controls (website, email, app); paid is purchased advertising; earned is organic coverage by others

The PESO model divides media into Paid (ads), Earned (press, word-of-mouth), Shared (social), and Owned (brand-controlled channels); owned media includes websites, blogs, and email lists.