MAC Digital Marketing Analytics & Tools Flashcards

What does 'view-through conversion' measure in digital advertising analytics?

Answer: Users who saw an ad but did not click, yet later converted

View-through conversions capture users who were exposed to an ad impression but converted through a different channel without clicking the ad.

In the context of marketing analytics tools, what is a 'custom dimension'?

Answer: A user-defined attribute added to analytics data to capture business-specific information

Custom dimensions allow businesses to send their own data—like membership tier or content category—into analytics platforms beyond the default data collected.

Which metric would a marketing analyst use to evaluate how efficiently a website converts paid traffic into leads?

Answer: Cost Per Conversion (CPC)

Cost per conversion divides total ad spend by the number of conversions, revealing how efficiently paid traffic is being turned into desired outcomes.

What is the purpose of an 'event' in Google Analytics 4?

Answer: To record a specific user interaction or occurrence on a website or app

In GA4, events are the fundamental unit of measurement that record user interactions such as clicks, scrolls, video plays, and purchases.

A company's analytics shows high traffic but low conversions from a landing page. Which analytical approach is most appropriate to diagnose the issue?

Answer: Analyze the conversion funnel and heatmaps to identify drop-off points

Reviewing the conversion funnel alongside behavioral data like heatmaps pinpoints exactly where users are leaving without converting so fixes can be targeted.

What does 'audience overlap' analysis in digital marketing analytics help a marketer understand?

Answer: How many users are being targeted by multiple campaigns simultaneously

Audience overlap analysis identifies users who fall into multiple audience segments, helping avoid ad fatigue and budget inefficiency from targeting the same person repeatedly.