Mobile Marketing Practice Test 5

Question 1

What is 'cost per install' (CPI) in mobile marketing?

Accepted Answer

The amount an advertiser pays each time a user installs their app as a result of an ad

Answer

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?

Accepted Answer

App Tracking Transparency (ATT)

Answer

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?

Accepted Answer

RFM analysis

Answer

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?

Accepted Answer

Automated, real-time buying and selling of mobile ad inventory using algorithms

Answer

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?

Accepted Answer

Average revenue per user (ARPU)

Answer

ARPU measures the average revenue generated per user over a given period, directly reflecting how well the app converts its user base into revenue.