Performance Measurement and Analytics Flashcards

What does ROAS stand for in SEM analytics?

Answer: Return on Ad Spend

ROAS (Return on Ad Spend) measures revenue generated for every dollar spent on advertising.

A campaign generates $10,000 in revenue from $2,000 in ad spend. What is the ROAS?

Answer: 500%

ROAS = (Revenue / Ad Spend) × 100 = ($10,000 / $2,000) × 100 = 500%.

Which Google Analytics dimension helps distinguish between paid search and organic search traffic?

Answer: Default Channel Grouping

Default Channel Grouping categorizes traffic into channels including 'Paid Search' and 'Organic Search' based on UTM parameters and source/medium.

What is a view-through conversion in Google Ads?

Answer: A conversion that occurs after someone sees a display ad but doesn't click it

View-through conversions credit display ad impressions when a user later converts without clicking the ad.

When analyzing SEM performance, what does 'Average Position' tell you?

Answer: Where your ad typically appeared on the search results page

Average Position indicates the average ranking of your ads on the search results page, with position 1 being the highest.

What is the significance of the 'Search Terms Report' in Google Ads?

Answer: It shows the actual queries users typed that triggered your ads

The Search Terms Report reveals real user queries that triggered your ads, helping identify new keyword opportunities and negative keywords.

Which metric best measures the efficiency of ad spend in driving new customers?

Answer: Cost Per Acquisition (CPA)

CPA (Cost Per Acquisition) measures how much you spend to acquire one new customer or conversion, directly linking spend to business outcomes.