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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 'attribution modeling' and why does it matter in PPC reporting?

    Answer: The method for distributing conversion credit across multiple ad touchpoints in a customer journey

    Attribution modeling determines how credit for a conversion is assigned across the various ads and channels a user interacted with, directly influencing which keywords and campaigns appear most valuable.

  2. What does 'cost per thousand impressions' (CPM) measure in PPC reporting?

    Answer: The cost an advertiser pays for every 1,000 times their ad is shown

    CPM (cost per mille) is the price paid for 1,000 ad impressions and is a standard metric for evaluating display and awareness campaign costs.

  3. How does the 'time lag report' in Google Ads help PPC managers?

    Answer: It shows the distribution of time between ad clicks and conversions to inform conversion window settings

    The time lag report shows how many conversions occur 0, 1, 2+ days after a click, helping managers set appropriate conversion windows and understand reporting delays in recent data.

  4. What is the purpose of a 'custom column' in Google Ads reporting?

    Answer: To create calculated metrics using formulas applied to existing data within the interface

    Custom columns allow advertisers to create their own calculated metrics — such as Revenue Per Click or Profit — directly within the Google Ads interface using formulas based on existing columns.

  5. What does 'share of voice (SOV)' mean in PPC advertising?

    Answer: The proportion of total impressions in your market that your brand captures compared to competitors

    Share of voice measures how visible your brand is in paid search relative to the total available impression pool for your target market, often estimated using impression share data.

  6. Why is it important to separate branded and non-branded keywords in PPC reporting?

    Answer: Branded terms have artificially high performance metrics that skew the evaluation of non-branded acquisition efficiency

    Branded keywords typically convert at much higher rates and lower CPAs because users already know the brand, so blending them with non-branded data makes acquisition performance appear more efficient than it actually is.