Google Ads Measurement and Optimization Flashcards

What is conversion tracking in Google Ads?

Answer: A feature that measures actions users take after clicking your ads, such as purchases or sign-ups

Conversion tracking measures specific actions customers complete after interacting with your ads, such as purchases, form submissions, phone calls, or app downloads.

What is a 'view-through conversion window'?

Answer: The period of time after a user sees (but doesn't click) your ad during which a conversion is attributed to it

The view-through conversion window defines how many days after a non-clicked ad impression a resulting conversion will be credited back to that ad.

What is Google Tag Manager (GTM) used for in Google Ads measurement?

Answer: Implementing and managing tracking tags on your website without editing code directly

Google Tag Manager is a free tag management system that lets you add, update, and manage measurement tags (including Google Ads conversion tags) on your website without modifying the source code.

What is attribution modeling in Google Ads?

Answer: A rule or set of rules that determines how credit for conversions is assigned to touchpoints in the conversion path

Attribution models determine how conversion credit is distributed across the multiple touchpoints (ad clicks and interactions) a customer has before converting.

What is the 'data-driven attribution' model in Google Ads?

Answer: A machine learning-based model that distributes conversion credit based on actual impact of each touchpoint

Data-driven attribution uses machine learning to analyze your account's historical conversion data and assign credit to each touchpoint based on its actual contribution to the conversion.

What does ROAS (Return on Ad Spend) measure?

Answer: The revenue generated for every dollar spent on advertising

ROAS measures the gross revenue earned for every dollar spent on advertising, calculated as revenue divided by ad spend (e.g., $5 ROAS means $5 revenue per $1 spent).