Performance Analytics Flashcards

Which metric measures the percentage of ad clicks that result in a desired conversion action?

Answer: Conversion Rate

Conversion rate is calculated as conversions divided by clicks, showing how effectively clicks turn into desired actions.

An advertiser's campaign has a 5% CTR and a 2% conversion rate. If they receive 10,000 impressions, how many conversions do they get?

Answer: 10

10,000 impressions × 5% CTR = 500 clicks, then 500 clicks × 2% CVR = 10 conversions.

What does a high Impression Share but low CTR most likely indicate?

Answer: Ads are showing frequently but not compelling enough to click

High impression share means ads appear often, but low CTR signals the ad copy or targeting isn't resonating with users.

Which Google Ads report would you use to identify which search terms are triggering your ads?

Answer: Search Terms Report

The Search Terms Report shows the actual queries users typed that matched your keywords and triggered your ads.

What is 'View-Through Conversion' in Google Ads?

Answer: A conversion from a user who saw but did not click a display ad before converting

View-through conversions occur when a user sees your display ad, doesn't click, but later converts within the conversion window.

An advertiser notices their Cost Per Acquisition (CPA) is rising week over week. Which analysis should they perform FIRST?

Answer: Segment data by device, time, and audience to find the CPA spike source

Segmenting data by device, time of day, and audience helps isolate which segment is driving the CPA increase before making changes.

What does 'Lost Impression Share (Budget)' tell an advertiser?

Answer: Impressions lost because the daily budget ran out

Lost IS (Budget) indicates the percentage of eligible impressions missed specifically because the campaign budget was exhausted.