PCM Digital Marketing & Analytics 2 — Questions and Answers
Question 1: Which Google Analytics metric measures the percentage of sessions where users view only one page and leave without interaction?
- Exit rate
- Bounce rate (Correct answer)
- Session duration
- Pages per session
Correct answer: Bounce rate
Bounce rate is the percentage of single-page sessions where the user did not trigger any additional requests to the analytics server.
Question 2: A marketer wants to track conversions that occur across multiple sessions before a purchase. Which attribution model gives full credit to the first touchpoint?
- Last-click attribution
- Linear attribution
- First-click attribution (Correct answer)
- Time-decay attribution
Correct answer: First-click attribution
First-click attribution assigns 100% of conversion credit to the first channel or touchpoint that initiated the customer journey.
Question 3: What does a high click-through rate (CTR) on a display ad but a low conversion rate most likely indicate?
- The ad creative is poorly designed
- The landing page experience is misaligned with the ad (Correct answer)
- The targeting audience is too broad
- The bid strategy is incorrectly set
Correct answer: The landing page experience is misaligned with the ad
High CTR with low conversion typically signals a disconnect between ad messaging and the landing page content or offer.
Question 4: In SEO, what is the primary purpose of canonical tags?
- To block search engine crawlers from indexing pages
- To specify the preferred version of a URL when duplicate content exists (Correct answer)
- To redirect users from HTTP to HTTPS
- To indicate the publication date of content
Correct answer: To specify the preferred version of a URL when duplicate content exists
Canonical tags (rel='canonical') tell search engines which URL is the authoritative version when similar or duplicate content exists at multiple URLs.
Question 5: Which paid search bidding strategy automatically sets bids to maximize conversions within a set average daily budget?
- Manual CPC
- Target ROAS
- Maximize Conversions (Correct answer)
- Enhanced CPC
Correct answer: Maximize Conversions
The Maximize Conversions strategy uses machine learning to set bids that get the most conversions for the campaign's daily budget.
Question 6: A/B testing an email subject line revealed version B had a 12% open rate vs. version A's 9%. What should the marketer do before declaring B the winner?
- Immediately send version B to the full list
- Check whether the difference is statistically significant (Correct answer)
- Run the test again with a smaller sample
- Increase the send frequency
Correct answer: Check whether the difference is statistically significant
Statistical significance testing ensures the observed difference isn't due to random chance before rolling out the winning variant.
Question 7: Which social media KPI best measures brand awareness growth over time?
- Cost per click
- Follower growth rate (Correct answer)
- Engagement rate per post
- Click-through rate
Correct answer: Follower growth rate
Follower growth rate tracks the percentage increase in audience size over a period, directly reflecting brand awareness expansion.
PCM Digital Marketing & Analytics 2
Which Google Analytics metric measures the percentage of sessions where users view only one page and leave without interaction?