Practice Test Geeks(MAC) Marketing Analytics Certification Practice Test
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Attribution Modeling 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.

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  1. In a Position-Based (U-Shaped) attribution model, which touchpoints typically receive the most credit?

    Answer: The first and last touchpoints (commonly 40% each), with the remainder split among middle touches

    Position-Based (U-Shaped) attribution assigns 40% credit each to the first and last touchpoints and distributes the remaining 20% among middle interactions.

  2. What challenge does 'identity resolution' address in cross-channel attribution?

    Answer: Linking user interactions across multiple devices and channels to a single customer profile

    Identity resolution connects fragmented customer data from different devices and channels to create a unified customer profile for accurate attribution.

  3. What does 'view-through attribution' measure in digital advertising?

    Answer: Conversions that occur after a user sees (but does not click) an ad and later converts

    View-through attribution credits conversions to ad impressions that were seen but not clicked, capturing the indirect influence of display advertising.

  4. What is an 'attribution window' in the context of marketing attribution?

    Answer: The defined time period after an ad interaction during which a conversion is credited to that ad

    An attribution window is the set time frame (e.g., 7 days, 30 days) during which a conversion can be attributed to a specific ad interaction.

  5. Which of the following best describes the concept of 'algorithmic attribution'?

    Answer: A model that uses statistical analysis and machine learning to dynamically assign credit based on observed data

    Algorithmic (data-driven) attribution uses machine learning and statistical methods to assess the true incremental contribution of each touchpoint.

  6. How does the 'W-Shaped' attribution model differ from the 'U-Shaped' (Position-Based) model?

    Answer: The W-Shaped model also gives extra credit to the lead-creation touchpoint in addition to first and last touch

    The W-Shaped model assigns 30% each to the first touch, lead creation touch, and last touch, with the remaining 10% distributed among other interactions.

  7. In marketing attribution, what does 'incrementality testing' measure?

    Answer: Whether a marketing touchpoint actually caused a lift in conversions vs. what would have happened anyway

    Incrementality testing compares a test group exposed to marketing against a holdout control group to determine the true incremental lift attributable to a campaign.