Display Advertising Display Advertising Analytics and Measurement 2 — Questions and Answers
Question 1: What is attribution modeling in display advertising?
- The method used to assign conversion credit across multiple ad touchpoints (Correct answer)
- The process of creating ad creative variations
- A model for predicting future ad performance
- The system for tracking ad server uptime
Correct answer: The method used to assign conversion credit across multiple ad touchpoints
Attribution modeling determines how credit for a conversion is distributed among the various ad impressions and clicks that occurred along the user's path to conversion.
Question 2: What does 'last-click attribution' give all conversion credit to?
- The final ad the user clicked before converting (Correct answer)
- The first ad that was displayed to the user
- The ad with the highest spend in the campaign
- The ad with the most impressions
Correct answer: The final ad the user clicked before converting
Last-click attribution assigns 100% of the conversion credit to the last ad click in the user journey, ignoring all prior touchpoints.
Question 3: What is a 'post-impression' window in display advertising measurement?
- The time period after an ad is viewed in which a view-through conversion can be credited (Correct answer)
- The delay between ad approval and it going live
- The time after a click before a landing page loads
- The window for changing a bid after an auction
Correct answer: The time period after an ad is viewed in which a view-through conversion can be credited
The post-impression window (or view-through window) is the configurable lookback period—typically 1 to 30 days—during which a conversion can be attributed to a prior ad impression.
Question 4: What does 'unique reach' measure in a display campaign?
- The number of individual unique users who saw the ad at least once (Correct answer)
- The total number of ad impressions delivered
- The unique number of websites the ad appeared on
- The number of clicks from unique IP addresses
Correct answer: The number of individual unique users who saw the ad at least once
Unique reach counts the distinct number of individual people (not devices or impressions) who were exposed to a display ad at least once during a given period.
Question 5: What is 'brand lift' measurement in display advertising?
- Measuring the increase in brand awareness or favorability caused by ad exposure (Correct answer)
- Tracking the rise in website traffic after a campaign
- Calculating the revenue increase from display ads
- Monitoring the improvement in Quality Score over time
Correct answer: Measuring the increase in brand awareness or favorability caused by ad exposure
Brand lift studies compare survey responses from users exposed to ads versus a control group to measure the ad's impact on awareness, recall, consideration, and favorability.
Question 6: What does a high 'bounce rate' from display ad traffic typically indicate?
- Poor landing page relevance or targeting mismatch with the ad audience (Correct answer)
- The ad was shown too many times to the same user
- The campaign bidding strategy is set too high
- The ad creative format is unsupported on the device
Correct answer: Poor landing page relevance or targeting mismatch with the ad audience
A high bounce rate from display traffic usually signals that the landing page content doesn't match visitor expectations set by the ad, or that the audience targeting is too broad.
Display Advertising Display Advertising Analytics and Measurement 2
What is attribution modeling in display advertising?