Campaign Performance Analysis Flashcards

A campaign has an impressions count of 500,000 and a click count of 15,000. What is the CTR?

Answer: 3%

CTR = (Clicks / Impressions) × 100 = (15,000 / 500,000) × 100 = 3%.

Which metric best measures the efficiency of ad spend in generating revenue?

Answer: Return on Ad Spend (ROAS)

ROAS measures revenue generated per dollar of ad spend, directly indicating efficiency of investment.

During a campaign analysis, you notice that conversions spike on weekends but your budget runs out by Friday. What optimization should you consider?

Answer: Ad scheduling to increase bids on weekends and preserve budget

Ad scheduling (dayparting) lets you shift budget weight toward high-conversion periods like weekends.

What does a high Bounce Rate on a landing page indicate about campaign quality?

Answer: The ad creative or targeting may be misaligned with the landing page content

A high bounce rate suggests visitors are not finding what the ad promised, indicating a message-to-page mismatch.

A display campaign shows a high number of view-through conversions but low click-through conversions. What does this suggest?

Answer: The campaign has strong brand awareness impact but weak direct response

View-through conversions indicate users saw the ad, didn't click, but later converted — showing brand awareness influence.

Which attribution model gives full credit to the last touchpoint before conversion?

Answer: Last-click attribution

Last-click attribution assigns 100% of conversion credit to the final touchpoint the user interacted with before converting.

A marketer compares two ad groups with identical spend. Group A has a CPA of $25; Group B has a CPA of $40. What is the correct interpretation?

Answer: Group A is acquiring conversions more efficiently than Group B

Lower CPA means each conversion costs less, so Group A is generating conversions more cost-efficiently.