CWA Attribution Modeling & Campaign Tracking 3

Question 1

View-through attribution (VTA) differs from click-through attribution primarily because VTA:

Accepted Answer

Credits conversions to ad impressions even when no click occurred

Answer

Tracks only organic traffic sources

Answer

Requires server-side tracking to function

Answer

Only applies to video advertising campaigns

Question 2

Which of the following best describes 'marketing mix modeling' (MMM) as it relates to attribution?

Accepted Answer

A statistical approach using aggregate data to measure the impact of marketing channels on sales

Answer

A method of tagging URLs with UTM parameters for campaign tracking

Answer

A real-time bidding strategy for programmatic advertising

Answer

A tool for deduplicating conversion events across platforms

Question 3

A company is running campaigns on Google Ads, Meta Ads, and email simultaneously. Each platform reports 500 conversions in the same period. What analytical problem does this illustrate?

Accepted Answer

Conversion deduplication — each platform is claiming full credit for the same conversions

Answer

Data sampling error in the analytics platform

Answer

Incorrect UTM parameter configuration

Answer

Insufficient attribution window settings

Question 4

In GA4, which feature allows analysts to compare how different attribution models distribute conversion credit across channels?

Accepted Answer

Model comparison tool in Advertising insights

Answer

Funnel exploration report

Answer

Cohort exploration

Answer

Engagement rate dashboard

Question 5

Why might an analyst choose 'last non-direct click' attribution over standard 'last click' attribution?

Accepted Answer

It excludes direct traffic to avoid crediting unidentifiable sessions that mask the true driving channel

Answer

It gives more credit to paid advertising channels

Answer

It is the only model compatible with GA4 event-based tracking

Answer

It automatically removes bot traffic from conversion paths

Question 6

What is the purpose of using campaign tracking parameters on internal site links?

Accepted Answer

Internal links should never use UTM parameters as they will overwrite the original traffic source

Answer

To measure which internal page elements drive conversions

Answer

To track cross-domain sessions between a blog and the main site

Answer

To pass campaign data to third-party advertising platforms

Question 7

An e-commerce company wants to measure the revenue impact of a campaign that ran entirely through offline channels (TV and radio). Which technique best connects offline campaigns to online conversions?

Accepted Answer

Employing unique promo codes or dedicated landing page URLs tied to each offline campaign

Answer

Using view-through attribution in Google Ads

Answer

Enabling enhanced conversions in GA4

Answer

Setting a longer UTM attribution lookback window