GMC Data & Analytics 2 — Questions and Answers
Question 1: Which metric best measures the percentage of users who complete a desired action after clicking an ad?
- Click-through rate
- Conversion rate (Correct answer)
- Bounce rate
- Impression share
Correct answer: Conversion rate
Conversion rate measures the percentage of users who complete a desired action (e.g., purchase, sign-up) after clicking an ad.
Question 2: In cohort analysis, what does a cohort typically represent?
- A segment of users grouped by a shared characteristic at a specific time (Correct answer)
- All users who visited a site in a given month
- Users who completed a purchase funnel
- A/B test variant groups
Correct answer: A segment of users grouped by a shared characteristic at a specific time
A cohort is a group of users who share a common characteristic or experience within a defined time period, such as all users who signed up in January.
Question 3: What does a high customer churn rate indicate for a subscription business?
- Strong product-market fit
- High customer acquisition
- Many customers are canceling their subscriptions (Correct answer)
- Low cost per acquisition
Correct answer: Many customers are canceling their subscriptions
A high churn rate means a large percentage of subscribers are canceling, which negatively impacts revenue and lifetime value.
Question 4: Which statistical concept describes the likelihood that an A/B test result occurred by chance?
- Confidence interval
- P-value (Correct answer)
- Sample mean
- Standard deviation
Correct answer: P-value
The p-value indicates the probability that the observed difference between variants occurred by random chance; a low p-value (e.g., <0.05) suggests statistical significance.
Question 5: A marketer notices their email open rate is high but click-to-open rate (CTOR) is low. What does this suggest?
- The subject line is weak
- The email content or CTA is not compelling enough (Correct answer)
- The send time needs optimization
- The list is too small
Correct answer: The email content or CTA is not compelling enough
High open rate with low CTOR means subscribers open the email but the body content or call-to-action fails to drive clicks.
Question 6: What is 'data normalization' in the context of marketing analytics?
- Deleting outlier data points
- Scaling data to a common range to enable fair comparison (Correct answer)
- Combining data from multiple ad platforms
- Removing duplicate leads from a CRM
Correct answer: Scaling data to a common range to enable fair comparison
Normalization scales different data sets to a common range (often 0–1), making it possible to fairly compare metrics that use different units or scales.
Question 7: Which attribution model gives 100% credit to the last marketing touchpoint before a conversion?
- First-touch attribution
- Linear attribution
- Last-touch attribution (Correct answer)
- Time-decay attribution
Correct answer: Last-touch attribution
Last-touch attribution assigns all conversion credit to the final touchpoint a customer interacted with before converting.
GMC Data & Analytics 2
Which metric best measures the percentage of users who complete a desired action after clicking an ad?