Mobile Marketing Practice Test 5 — Questions and Answers
Question 1: What is 'cost per install' (CPI) in mobile marketing?
- The total cost of an app development project
- The amount an advertiser pays each time a user installs their app as a result of an ad (Correct answer)
- The server cost per active user install
- The fee app stores charge for listing an app
Correct answer: The amount an advertiser pays each time a user installs their app as a result of an ad
CPI is calculated by dividing total ad spend by the number of installs generated, making it a key performance indicator for user acquisition campaigns.
Question 2: Which iOS feature significantly impacted mobile ad tracking by requiring user permission to share their IDFA?
- iOS Dark Mode
- App Tracking Transparency (ATT) (Correct answer)
- Sign in with Apple
- App Clips
Correct answer: App Tracking Transparency (ATT)
Apple's ATT framework, introduced in iOS 14.5, requires apps to ask users for permission before tracking them using the IDFA, reducing advertiser data availability.
Question 3: A mobile marketer segments users by 'recency, frequency, and monetary value.' What is this segmentation model called?
- LTV segmentation
- RFM analysis (Correct answer)
- Cohort analysis
- Funnel segmentation
Correct answer: RFM analysis
RFM analysis scores users on how recently they engaged, how often they engage, and how much revenue they generate, enabling targeted re-engagement strategies.
Question 4: What is 'programmatic advertising' in the mobile context?
- Manually negotiating ad placements with publishers
- Automated, real-time buying and selling of mobile ad inventory using algorithms (Correct answer)
- Writing code-based ads for developer audiences
- Scheduling ads to run at programmed times
Correct answer: Automated, real-time buying and selling of mobile ad inventory using algorithms
Programmatic mobile advertising uses real-time bidding (RTB) and demand-side platforms (DSPs) to automate the purchase of ad impressions at scale.
Question 5: Which of the following metrics best indicates the monetization effectiveness of a mobile app?
- Number of app store ratings
- Average revenue per user (ARPU) (Correct answer)
- App store category ranking
- Total number of push notifications sent
Correct answer: Average revenue per user (ARPU)
ARPU measures the average revenue generated per user over a given period, directly reflecting how well the app converts its user base into revenue.
Question 6: What does 'A/B testing' allow mobile marketers to determine?
- The alphabetical order of campaign assets
- Which version of an ad, message, or feature performs better with real users (Correct answer)
- The average session length versus benchmark data
- Whether an app meets App Store guidelines A and B
Correct answer: Which version of an ad, message, or feature performs better with real users
A/B testing splits an audience into two groups, each seeing a different variation, and compares outcomes to identify the statistically better-performing option.
Question 7: In mobile marketing, what is a 'cohort analysis' used for?
- Analyzing competitor app performance
- Tracking the behavior of a group of users who share a common characteristic over time (Correct answer)
- Measuring the cohesion of a creative team
- Grouping keywords for ASO campaigns
Correct answer: Tracking the behavior of a group of users who share a common characteristic over time
Cohort analysis groups users by a shared trait—such as install week—and tracks how that group behaves over time, revealing retention and monetization trends.
Mobile Marketing Practice Test 5
What is 'cost per install' (CPI) in mobile marketing?