Display Advertising Display Advertising Analytics and Measurement 2

Question 1

What is attribution modeling in display advertising?

Accepted Answer

The method used to assign conversion credit across multiple ad touchpoints

Answer

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?

Accepted Answer

The final ad the user clicked before converting

Answer

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?

Accepted Answer

The time period after an ad is viewed in which a view-through conversion can be credited

Answer

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?

Accepted Answer

The number of individual unique users who saw the ad at least once

Answer

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?

Accepted Answer

Measuring the increase in brand awareness or favorability caused by ad exposure

Answer

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.

Display Advertising Practice Test

Display Advertising Practice Test

Display Advertising Display Advertising Analytics and Measurement 2