Performance Analytics Flashcards

Which attribution model gives 100% credit to the last ad interaction before a conversion?

Answer: Last Click

Last Click attribution assigns all conversion credit to the final touchpoint the customer interacted with before converting.

A campaign's ROAS is 400%. If ad spend is $5,000, what is the conversion revenue?

Answer: $20,000

ROAS = Revenue ÷ Ad Spend × 100, so Revenue = ROAS% × Spend = 4.0 × $5,000 = $20,000.

What is the primary advantage of using Data-Driven Attribution over Last Click attribution?

Answer: It distributes credit across all touchpoints based on actual contribution to conversions

Data-Driven Attribution uses machine learning to assign fractional credit based on how each touchpoint actually influenced conversions.

Which metric directly measures how efficiently your ad spend generates profit, accounting for cost of goods sold?

Answer: ROI

ROI factors in profit margins and costs (including COGS), while ROAS only compares revenue to ad spend without accounting for other costs.

What does a Quality Score of 10/10 primarily impact?

Answer: Your ad's position and cost per click in the ad auction

Quality Score influences Ad Rank, and higher Ad Rank can improve ad position and lower the CPC you pay in the auction.

An advertiser wants to understand which keywords drive the most revenue, not just clicks. Which data source combination is most appropriate?

Answer: Google Ads conversion data + CRM revenue data linked via import

Importing CRM revenue data into Google Ads allows you to tie ad clicks to actual downstream revenue, giving true keyword-level ROI.

What is 'Absolute Top Impression Share' in Google Ads?

Answer: The share of impressions where your ad appeared as the very first ad above organic results

Absolute Top Impression Share measures how often your ad showed in position #1 — the very first ad above all organic results.