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Digital Marketing & Analytics Flashcards

7 cards from real PCM practice questions. Tap to flip, then mark Knew It or Still Learning — missed cards come back until you master them.

Read the first 7 Digital Marketing & Analytics flashcards as text

  1. What is the main purpose of a UTM parameter appended to a URL?

    Answer: To track the source, medium, and campaign of website traffic

    UTM parameters are tags added to URLs that allow analytics tools to identify where traffic originated and which campaign drove it.

  2. In programmatic advertising, what does a demand-side platform (DSP) enable advertisers to do?

    Answer: Automatically buy digital ad inventory across multiple exchanges in real time

    A DSP allows advertisers to purchase display, video, and mobile ad inventory through automated real-time bidding across multiple ad exchanges.

  3. A marketer runs a paid search campaign and notices a high impression share loss due to 'rank.' What is the most effective corrective action?

    Answer: Improve Quality Score or increase bids

    Impression share lost to rank is resolved by improving Quality Score (through better ad relevance and landing page experience) or by raising bids to compete more effectively.

  4. Which email marketing metric indicates how many recipients forwarded or shared the email with others?

    Answer: Forward/share rate

    The forward/share rate measures the percentage of recipients who clicked a 'forward to a friend' or social sharing button within the email.

  5. In content marketing, what does 'pillar page' strategy primarily aim to achieve?

    Answer: Create comprehensive topic hubs that improve topical authority and internal linking

    Pillar pages serve as comprehensive guides on a broad topic, surrounded by cluster content on related subtopics, signaling topical authority to search engines.

  6. Which type of audience targeting uses data about users' past purchase history and browsing behavior to reach likely buyers?

    Answer: Behavioral/in-market targeting

    Behavioral and in-market targeting uses observed user actions—like product searches and site visits—to identify audiences with demonstrated purchase intent.

  7. What is the formula for calculating Return on Ad Spend (ROAS)?

    Answer: Revenue Generated / Ad Spend

    ROAS is calculated by dividing the total revenue generated by the advertising spend, expressing how many dollars of revenue each ad dollar produces.

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Sources & references

Exam facts on this page (fees, format, dates, passing scores) are checked against these official sources; the date is our last check. Editorial policy

  1. ama.org — Test delivery, fees, exam format, retake policy, score release, time limit, renewal, score validity, eligibility, exam information · verified Oct 2026
  2. elearning.ama.org — Passing score · verified Oct 2026