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PPC Analytics and Performance Reporting Flashcards

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

Read the first 6 PPC Analytics and Performance Reporting flashcards as text

  1. What is Click-Through Rate (CTR) and how is it calculated?

    Answer: CTR = Clicks ÷ Impressions × 100; it measures the percentage of ad views that result in a click

    CTR is calculated by dividing the number of clicks by the number of impressions and multiplying by 100, expressing ad engagement as a percentage.

  2. What is conversion rate in PPC and how is it calculated?

    Answer: Conversion rate = Conversions ÷ Clicks × 100; it measures the percentage of clicks that result in a desired action

    Conversion rate shows what percentage of users who clicked on the ad completed the target action (purchase, form fill, etc.), calculated as Conversions ÷ Clicks × 100.

  3. What is the purpose of Google Analytics UTM parameters on PPC landing page URLs?

    Answer: To track the source, medium, campaign, and other details of traffic in Google Analytics

    UTM parameters (utm_source, utm_medium, utm_campaign, etc.) append tracking data to URLs so Google Analytics can attribute sessions and conversions to specific PPC campaigns.

  4. What does 'view-through conversion' measure in Google Display advertising?

    Answer: A conversion that occurs after a user sees a display ad but does not click it, then converts later

    View-through conversions attribute a conversion to a display ad impression when the user later converts on the website without clicking the ad, measuring post-impression influence.

  5. What does the 'search terms report' in Google Ads reveal?

    Answer: The actual search queries that triggered an ad to show, not just the targeted keywords

    The search terms report shows the exact user-typed queries that matched keywords and triggered ad impressions, enabling advertisers to find new keywords and negative keyword opportunities.

  6. What is 'attribution modeling' in PPC and why does it matter?

    Answer: A method of assigning conversion credit to different touchpoints in the customer journey

    Attribution modeling determines how conversion credit is allocated across the ad clicks and impressions that preceded a conversion, affecting how campaigns are evaluated and optimized.