PPC PPC Analytics and Reporting 2 — Questions and Answers
Question 1: What is the difference between 'assisted conversions' and 'last-click conversions' in PPC analytics?
- Assisted conversions are tracked by Google Analytics; last-click by Google Ads
- Assisted conversions credit a channel for playing a supporting role in the path; last-click credits only the final touchpoint (Correct answer)
- Assisted conversions apply to phone calls; last-click to form fills
- Assisted conversions are estimated; last-click is exact
Correct 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.
Question 2: What does 'invalid click rate' in Google Ads represent?
- The percentage of clicks that did not result in a conversion
- The proportion of ad clicks Google determined to be illegitimate and excluded from billing (Correct answer)
- Clicks from users who immediately bounced from the landing page
- The ratio of mobile to desktop clicks
Correct 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.
Question 3: In PPC reporting, what is a 'conversion window'?
- The time of day when conversions are most likely to occur
- The period after an ad click during which a conversion is attributed to that click (Correct answer)
- A report filter that shows only converting keywords
- The screen viewport size that yields the highest conversion rate
Correct 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.
Question 4: What is segmentation in the context of PPC reporting, and why is it valuable?
- Dividing budget across multiple campaigns
- Breaking down performance data by dimensions like device, time, or network to identify specific patterns (Correct answer)
- Separating branded from non-branded keywords
- Filtering reports to show only converting ad groups
Correct 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.
Question 5: What is the purpose of linking Google Ads to Google Analytics in PPC management?
- To automatically pause underperforming keywords
- To import Google Analytics goals as conversions and access post-click behavioral data in Google Ads (Correct answer)
- To synchronize ad budgets with website traffic levels
- To enable automated A/B testing of landing pages
Correct 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.
Question 6: Which PPC metric measures the percentage of people who clicked your ad after seeing it?
- Conversion rate
- Impression share
- Click-through rate (CTR) (Correct answer)
- Cost per click (CPC)
Correct 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.
PPC PPC Analytics and Reporting 2
What is the difference between 'assisted conversions' and 'last-click conversions' in PPC analytics?