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 digital campaign has a ROAS of 2.5 and a revenue target requiring a minimum ROAS of 4.0. What should the analyst recommend?
Answer: Optimize targeting, creative, and landing pages to improve conversion value, or reduce spend on underperforming segments
When ROAS falls below target, the focus should be on improving conversion efficiency — better targeting, creative relevance, and landing page optimization — not just scaling spend.
What is 'share of voice' (SOV) in digital campaign analysis?
Answer: Your brand's impression share relative to total impressions in the category across all competitors
Share of voice measures your brand's advertising presence as a proportion of total category ad exposure, indicating competitive visibility.
Which statistical concept is MOST relevant when determining whether a difference in conversion rates between two ad variants is meaningful?
Answer: Statistical significance
Statistical significance (typically at 95% confidence) determines whether an observed difference is unlikely to be due to random chance.
A campaign analyst discovers that the assisted conversion count is three times higher than last-click conversions for email campaigns. What does this imply?
Answer: Email plays a critical role earlier in the customer journey even though it rarely gets final credit
High assisted conversions relative to last-click conversions show that email is an important mid-funnel nurturing channel that influences conversions closed by other touchpoints.
When analyzing video campaign performance, which metric indicates that users found the content compelling enough to watch most of it?
Answer: View-through rate (VTR) or video completion rate
Video completion rate (or VTR for skippable ads) measures the percentage of viewers who watched through most or all of the video, indicating content engagement.
A campaign's average position has improved from 3.2 to 1.4, but conversion rate has declined. What is the MOST likely explanation?
Answer: Higher positions attract broader, less purchase-intent traffic that lowers overall conversion rate
Top positions capture more general and informational queries that have lower purchase intent, which can dilute conversion rate even as volume rises.
An analyst uses cohort analysis on a campaign. What key question does this approach answer?
Answer: How do users acquired in a specific time period behave and convert over subsequent weeks or months?
Cohort analysis groups users by acquisition date and tracks their behavior over time, revealing retention and lifetime value patterns per acquisition period.