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
A campaign analyst wants to isolate the effect of a new ad creative. Which testing methodology should they use?
Answer: A/B split test holding all other variables constant
A/B testing isolates one variable (the creative) by keeping all other factors identical, enabling clean cause-and-effect measurement.
Which of the following best describes 'incrementality' in campaign measurement?
Answer: The additional conversions driven by the campaign beyond what would have occurred organically
Incrementality measures the true causal lift of a campaign by comparing results against a counterfactual baseline of no advertising.
A campaign's frequency cap is set to 5 impressions per user per week, yet the average frequency is 8.2. What is the MOST likely cause?
Answer: Users are being reached across multiple devices or browsers not linked to the same identity
Frequency caps are typically applied per cookie or device ID; cross-device users can exceed caps because each device ID is counted separately.
In campaign analysis, what does 'cost per engaged session' measure?
Answer: The advertising cost required to bring a visitor who interacts meaningfully with the site
Cost per engaged session divides total ad spend by sessions where users meaningfully interacted (e.g., viewed multiple pages or spent significant time), filtering out low-quality traffic.
A brand campaign and a competitor-targeting campaign run simultaneously. To accurately assess each campaign's performance, what must the analyst control for?
Answer: Audience overlap between the two campaigns
If the same users are exposed to both campaigns, it is impossible to attribute conversions cleanly without accounting for audience overlap.
Which visualization is MOST appropriate for showing how a campaign's budget was distributed across channels over time?
Answer: Stacked area chart
A stacked area chart shows both the total spend and each channel's proportional contribution changing over a time axis.
A lead generation campaign reports 1,200 leads, of which sales closes 96. What is the lead-to-close rate, and what does it imply about lead quality?
Answer: 8%; lead quality may need improvement if the target close rate is higher
Lead-to-close rate = 96/1,200 = 8%; whether this is good or poor depends on benchmarks, but it signals potential lead quality or sales process issues.