Practice Test Geeks(MAC) Marketing Analytics Certification Practice Test
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Campaign Performance Analysis Flashcards

7 cards from real MAC practice questions. Tap to flip, then mark Knew It or Still Learning — missed cards come back until you master them.

Read the first 7 Campaign Performance Analysis flashcards as text

  1. You are evaluating a paid search campaign and notice the Quality Score has dropped from 8 to 5. Which component is MOST likely causing the drop if landing page experience is rated 'Above Average'?

    Answer: Expected CTR or ad relevance

    Quality Score is composed of Expected CTR, Ad Relevance, and Landing Page Experience; if LP is fine, the issue is in CTR or relevance.

  2. In multi-channel campaign analysis, what is 'attribution overlap'?

    Answer: When multiple channels each take credit for the same conversion

    Attribution overlap occurs when several channels independently claim credit for one conversion, inflating total reported conversions.

  3. A campaign's Cost Per Mille (CPM) is $8. If it generates 2,000,000 impressions, what is the total media cost?

    Answer: $16,000

    Total cost = (Impressions / 1,000) × CPM = 2,000 × $8 = $16,000.

  4. Which KPI most directly measures how well a campaign message resonates with the target audience on social media?

    Answer: Engagement Rate

    Engagement rate (likes, comments, shares relative to reach) directly reflects how much the audience interacts with and responds to content.

  5. A marketer finds that mobile traffic converts at 1.2% while desktop traffic converts at 3.8%. What is the BEST immediate action?

    Answer: Apply a negative bid adjustment for mobile to reallocate budget toward desktop

    A negative mobile bid adjustment reduces spend on lower-converting mobile traffic and shifts budget to better-performing desktop.

  6. What does an Impression Share of 45% indicate about a campaign?

    Answer: The campaign is missing 55% of eligible impressions it could have received

    Impression Share = impressions received / total eligible impressions, so 45% means the campaign missed 55% of potential exposure.

  7. When analyzing a campaign funnel, 'middle-of-funnel' metrics are BEST represented by which of the following?

    Answer: Lead form submissions and content downloads

    Middle-of-funnel metrics capture consideration-stage actions like form submissions and content engagement, bridging awareness and conversion.