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PPC Analytics and 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 Reporting flashcards as text

  1. What is the difference between 'assisted conversions' and 'last-click conversions' in PPC analytics?

    Answer: Assisted conversions credit a channel for playing a supporting role in the path; last-click credits only the final touchpoint

    Assisted conversions count how often a channel contributed to a conversion path without being the last click, revealing upper-funnel influence that last-click attribution would otherwise ignore.

  2. What does 'invalid click rate' in Google Ads represent?

    Answer: The proportion of ad clicks Google determined to be illegitimate and excluded from billing

    Invalid click rate is the percentage of total clicks that Google's systems flagged as accidental, fraudulent, or bot-generated, and subsequently excluded from your reporting and billing.

  3. In PPC reporting, what is a 'conversion window'?

    Answer: The period after an ad click during which a conversion is attributed to that click

    The conversion window is the configurable timeframe (e.g., 7, 30, or 90 days) after an ad click during which a conversion will still be credited to that original click.

  4. What is segmentation in the context of PPC reporting, and why is it valuable?

    Answer: Breaking down performance data by dimensions like device, time, or network to identify specific patterns

    Segmentation lets you view aggregate performance data broken down by a specific dimension — such as mobile vs. desktop — revealing performance differences that are hidden in blended totals.

  5. What is the purpose of linking Google Ads to Google Analytics in PPC management?

    Answer: To import Google Analytics goals as conversions and access post-click behavioral data in Google Ads

    Linking the two platforms allows you to import Analytics goals into Google Ads as conversion actions and view engagement metrics like bounce rate and session duration alongside ad performance data.

  6. Which PPC metric measures the percentage of people who clicked your ad after seeing it?

    Answer: Click-through rate (CTR)

    CTR is calculated as clicks divided by impressions, expressed as a percentage, and measures how compelling your ad is to users who see it.