CMP Digital Marketing and Analytics 2

Question 1

Which metric measures the percentage of visitors who leave a website after viewing only one page?

Accepted Answer

Bounce rate

Answer

Bounce rate is the percentage of single-page sessions where users leave without interacting further.

Question 2

In Google Analytics 4, what replaced the traditional 'session' as the primary data model?

Accepted Answer

Event-based model

Answer

GA4 shifted to an event-based data model where every interaction—including pageviews—is tracked as an event.

Question 3

What does a high Click-Through Rate (CTR) on a display ad primarily indicate?

Accepted Answer

The ad creative and targeting are resonating with the audience

Answer

A high CTR signals that the ad's message and targeting are compelling enough to prompt users to click.

Question 4

Which attribution model gives 100% of conversion credit to the first touchpoint a customer interacted with?

Accepted Answer

First-click attribution

Answer

First-click attribution assigns all conversion credit to the initial touchpoint that introduced the customer to the brand.

Question 5

What is the primary purpose of UTM parameters in a URL?

Accepted Answer

To track the source, medium, and campaign driving website traffic

Answer

UTM parameters are tags added to URLs that allow analytics platforms to identify traffic sources and campaign performance.

(CMP) Certified Marketing Professional Practice Test