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Performance Analytics Flashcards

7 cards from real SEM practice questions. Tap to flip, then mark Knew It or Still Learning — missed cards come back until you master them.

Read the first 7 Performance Analytics flashcards as text

  1. What is the purpose of setting a conversion window in Google Ads?

    Answer: To define how long after a click a conversion can still be attributed to that click

    The conversion window determines the maximum number of days after an ad click during which a conversion will still be counted for that click.

  2. A Google Ads campaign shows an Average Position of 1.2 in historical reports. What does this tell you?

    Answer: Average Position is no longer available in Google Ads

    Google sunset the Average Position metric in 2019 and replaced it with impression share metrics like Absolute Top IS and Top IS.

  3. Which segmentation option in Google Ads helps identify performance differences between new and returning users?

    Answer: Audience segmentation with 'New vs. Returning' lists

    By applying audience segments for new vs. returning users as observation layers, advertisers can compare performance metrics between these groups.

  4. What is a 'micro-conversion' in SEM analytics?

    Answer: A small, intermediate user action that indicates progress toward a macro-conversion

    Micro-conversions are smaller engagement actions (e.g., email sign-ups, video views) that signal intent and lead toward the primary macro-conversion goal.

  5. An advertiser uses Smart Bidding and notices conversions reported in Google Ads are higher than conversions in Google Analytics. What is the most likely cause?

    Answer: Google Analytics undercounts due to ad blockers and cross-device journeys

    Google Ads uses cross-device and click-based attribution that can capture conversions Google Analytics misses due to ad blockers, cookie deletion, or cross-device gaps.

  6. Which Google Ads automated report feature allows you to receive performance summaries via email on a recurring schedule?

    Answer: Scheduled reports via the Reports editor

    Google Ads allows you to schedule custom reports from the Reports editor to be emailed daily, weekly, or monthly automatically.

  7. What does 'Interaction Rate' measure in Google Ads for video campaigns?

    Answer: The percentage of ad interactions (views/clicks) divided by impressions

    Interaction Rate for video campaigns is the number of interactions (clicks or views) divided by total impressions, equivalent to CTR for search.