Digital Marketing & Analytics Flashcards

Which metric best measures the efficiency of a website's checkout funnel?

Answer: Funnel conversion rate from cart to purchase

The funnel conversion rate from cart to purchase pinpoints where users drop off in the checkout process, directly measuring funnel efficiency.

What is 'lookalike audience' targeting in social media advertising?

Answer: Reaching new users who share similar characteristics with your existing customers or seed audience

Lookalike audiences use machine learning to find new users whose demographics, interests, and behaviors resemble those of a provided seed audience (e.g., existing customers).

In SEO analytics, what does 'organic click-through rate (CTR)' from Google Search Console measure?

Answer: The percentage of impressions in organic search results that result in a click to your site

Organic CTR in Google Search Console is calculated as clicks divided by impressions for organic search results, indicating how compelling your titles and meta descriptions are.

A brand launches influencer marketing campaigns across micro-influencers. Which metric best evaluates authentic audience engagement compared to large influencer campaigns?

Answer: Engagement rate (likes + comments / followers)

Engagement rate normalizes audience interaction relative to follower count, making it the best apples-to-apples comparison across influencers of different sizes.

What is the key difference between 'sessions' and 'users' in web analytics?

Answer: Sessions represent individual visits (which one user can have multiple of); users represent unique individuals

A user is a unique individual visitor, while a session is a single visit; one user can generate multiple sessions across different time periods or devices.

Which tactic is most effective for reducing unsubscribe rates in email marketing?

Answer: Implementing preference centers that let subscribers choose email frequency and topics

Preference centers empower subscribers to control what they receive and how often, reducing unsubscribes by aligning email content with individual interests.

When optimizing a paid search landing page for Quality Score, which factor carries the most weight?

Answer: Page load speed and mobile-friendliness

Landing page experience in Quality Score heavily weighs page relevance, transparency, and ease of navigation, with page speed and mobile usability being critical technical factors.