MRA Digital & Social Media Analytics 2

Question 1

Which metric best measures the percentage of website visitors who leave after viewing only one page?

Accepted Answer

Bounce rate

Answer

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?

Accepted Answer

4.0%

Answer

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?

Accepted Answer

A brand's mention volume relative to competitors

Answer

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?

Accepted Answer

First-click attribution

Answer

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?

Accepted Answer

Total number of times content was displayed

Answer

Impressions count the total number of times content is rendered on screen, including multiple views by the same user.

(MRA) Market Research Analyst Certification Practice Test