Digital Marketing & Analytics Flashcards

A company's website has strong organic traffic but a 70% cart abandonment rate. Which digital tactic is most directly suited to recover lost revenue?

Answer: Launching a retargeting campaign with dynamic product ads

Retargeting campaigns serve personalized ads to users who previously visited the site and left without purchasing, re-engaging high-intent prospects.

What does 'view-through conversion' measure in digital advertising?

Answer: Conversions from users who saw an ad but did not click, then later converted

View-through conversions track users who were exposed to an impression but did not click the ad, yet converted within a defined window afterward.

Which Google Analytics 4 (GA4) feature replaced 'Goals' from Universal Analytics?

Answer: Conversions (Events marked as conversions)

In GA4, any event can be marked as a conversion, replacing the goal-based system of Universal Analytics with a flexible event-driven model.

In email marketing, what is 'list segmentation' primarily used for?

Answer: Splitting the subscriber list into groups to deliver more relevant, targeted messages

List segmentation divides subscribers by demographics, behavior, purchase history, or engagement level to send more personalized and relevant content.

Which paid social advertising objective should a marketer choose when the primary goal is to collect contact information from prospects?

Answer: Lead generation

The Lead Generation objective on platforms like Facebook/Meta uses native lead forms to capture prospect information without requiring users to leave the platform.

What does 'share of voice (SOV)' measure in digital marketing?

Answer: The percentage of total industry ad impressions or mentions a brand captures compared to competitors

Share of voice quantifies a brand's visibility and dominance within its competitive category across paid, earned, or owned channels.

A marketer running a YouTube TrueView in-stream campaign is charged only when which of the following occurs?

Answer: A user watches at least 30 seconds or interacts with the ad

TrueView in-stream ads charge advertisers only when viewers watch 30 seconds (or the full video if shorter) or click on the ad—ensuring payment only for engaged viewers.