MAC Campaign Performance Analysis 2 — Questions and Answers
Question 1: A campaign has an impressions count of 500,000 and a click count of 15,000. What is the CTR?
- 3% (Correct answer)
- 0.3%
- 30%
- 0.03%
Correct answer: 3%
CTR = (Clicks / Impressions) × 100 = (15,000 / 500,000) × 100 = 3%.
Question 2: Which metric best measures the efficiency of ad spend in generating revenue?
- Return on Ad Spend (ROAS) (Correct answer)
- Cost Per Click (CPC)
- Impressions Share
- Click-Through Rate (CTR)
Correct answer: Return on Ad Spend (ROAS)
ROAS measures revenue generated per dollar of ad spend, directly indicating efficiency of investment.
Question 3: During a campaign analysis, you notice that conversions spike on weekends but your budget runs out by Friday. What optimization should you consider?
- Ad scheduling to increase bids on weekends and preserve budget (Correct answer)
- Pause the campaign on weekdays entirely
- Reduce overall daily budget to stretch across the week
- Switch to a CPM bidding model
Correct answer: Ad scheduling to increase bids on weekends and preserve budget
Ad scheduling (dayparting) lets you shift budget weight toward high-conversion periods like weekends.
Question 4: What does a high Bounce Rate on a landing page indicate about campaign quality?
- The ad creative or targeting may be misaligned with the landing page content (Correct answer)
- The campaign is generating highly qualified leads
- The CPC is too low for competitive keywords
- Impression frequency is too high
Correct answer: The ad creative or targeting may be misaligned with the landing page content
A high bounce rate suggests visitors are not finding what the ad promised, indicating a message-to-page mismatch.
Question 5: A display campaign shows a high number of view-through conversions but low click-through conversions. What does this suggest?
- The campaign has strong brand awareness impact but weak direct response (Correct answer)
- The campaign targeting is too narrow
- Ad frequency is causing user fatigue
- The conversion tracking is broken
Correct answer: The campaign has strong brand awareness impact but weak direct response
View-through conversions indicate users saw the ad, didn't click, but later converted — showing brand awareness influence.
Question 6: Which attribution model gives full credit to the last touchpoint before conversion?
- Last-click attribution (Correct answer)
- First-click attribution
- Linear attribution
- Time-decay attribution
Correct answer: Last-click attribution
Last-click attribution assigns 100% of conversion credit to the final touchpoint the user interacted with before converting.
Question 7: A marketer compares two ad groups with identical spend. Group A has a CPA of $25; Group B has a CPA of $40. What is the correct interpretation?
- Group A is acquiring conversions more efficiently than Group B (Correct answer)
- Group B has better ad quality than Group A
- Group A has higher conversion value than Group B
- Group B targets a more valuable audience segment
Correct answer: Group A is acquiring conversions more efficiently than Group B
Lower CPA means each conversion costs less, so Group A is generating conversions more cost-efficiently.
MAC Campaign Performance Analysis 2
A campaign has an impressions count of 500,000 and a click count of 15,000.
What is the CTR?