IAB Ad Measurement and Attribution

Question 1

What is last-touch attribution in digital advertising?

Accepted Answer

Giving 100% of conversion credit to the final ad a user interacted with before converting

Answer

Last-touch attribution assigns all conversion credit to the most recent ad touchpoint, which is simple to implement but ignores the role of earlier interactions in the customer journey.

Question 2

What is multi-touch attribution (MTA)?

Accepted Answer

A method that distributes conversion credit across multiple ad touchpoints in the customer journey

Answer

Multi-touch attribution distributes conversion credit across all ad interactions a consumer had before converting, providing a more complete view of which touchpoints drove the sale.

Question 3

What is a click-through rate (CTR) and how is it calculated?

Accepted Answer

The percentage of ad impressions that resulted in a click, calculated as clicks divided by impressions times 100

Answer

CTR measures ad engagement as a percentage: (Clicks ÷ Impressions) × 100, with industry display averages typically below 0.5%.

Question 4

What is view-through attribution (VTA)?

Accepted Answer

Giving conversion credit to display ads that were seen but not clicked, if the user later converted

Answer

View-through attribution credits display or video ad impressions that were not clicked but may have influenced a conversion that occurred later, typically within a set window.

Question 5

What does ROAS stand for and how is it used?

Accepted Answer

Return on Ad Spend, calculated as revenue generated divided by ad spend

Answer

ROAS (Return on Ad Spend) measures how much revenue is earned for every dollar spent on advertising, calculated as Revenue ÷ Ad Spend, and is a key campaign efficiency metric.

IAB - Interactive Advertising Bureau Practice Test

IAB - Interactive Advertising Bureau Practice Test

IAB Ad Measurement and Attribution