MRA Digital & Social Media Analytics 2 — Questions and Answers
Question 1: Which metric best measures the percentage of website visitors who leave after viewing only one page?
- Exit rate
- Bounce rate (Correct answer)
- Churn rate
- Drop-off rate
Correct answer: Bounce rate
Bounce rate measures the percentage of single-page sessions where users leave without interacting further.
Question 2: A brand's social media post receives 500 likes, 200 comments, and 100 shares from an audience of 20,000 followers. What is the engagement rate?
- 3.25%
- 4.0% (Correct answer)
- 8.0%
- 4.5%
Correct answer: 4.0%
Engagement rate = (500+200+100)/20,000 × 100 = 800/20,000 × 100 = 4.0%.
Question 3: In social listening, what does 'share of voice' measure?
- The ratio of paid to organic mentions
- A brand's mention volume relative to competitors (Correct answer)
- The percentage of positive sentiment in mentions
- The reach of influencer partnerships
Correct answer: A brand's mention volume relative to competitors
Share of voice compares a brand's mention volume to the total conversation volume across all competitors in a category.
Question 4: Which attribution model assigns 100% credit to the first touchpoint a customer interacts with before converting?
- Linear attribution
- Time-decay attribution
- Last-click attribution
- First-click attribution (Correct answer)
Correct answer: First-click attribution
First-click attribution gives full credit to the initial touchpoint, emphasizing top-of-funnel awareness channels.
Question 5: What does the metric 'impressions' specifically count in social media analytics?
- Unique users who clicked a post
- Total number of times content was displayed (Correct answer)
- Number of saves or bookmarks
- Accounts that followed after seeing a post
Correct answer: Total number of times content was displayed
Impressions count the total number of times content is rendered on screen, including multiple views by the same user.
Question 6: A researcher wants to track conversions from a specific email campaign in Google Analytics. Which tool should they use to tag the campaign URLs?
- Google Search Console
- UTM parameters (Correct answer)
- Pixel tracking codes
- Canonical tags
Correct answer: UTM parameters
UTM parameters appended to URLs allow Google Analytics to identify and attribute traffic from specific campaigns.
Question 7: Which type of social media data is collected without users explicitly providing it, such as behavioral patterns and browsing history?
- Declared data
- First-party data
- Passive data (Correct answer)
- Zero-party data
Correct answer: Passive data
Passive data is implicitly gathered through user behavior (clicks, scrolls, time-on-page) rather than direct user input.
MRA Digital & Social Media Analytics 2
Which metric best measures the percentage of website visitors who leave after viewing only one page?