SEM Performance Analytics 5

Question 1

What is 'Assisted Conversion' in Google Analytics multi-channel funnel reports?

Accepted Answer

Any channel that appeared in the conversion path but was not the final interaction

Answer

Assisted conversions count how many times a channel appeared anywhere in a conversion path except as the final interaction before the goal.

Question 2

Which metric should an e-commerce advertiser prioritize when evaluating campaign profitability at scale?

Accepted Answer

Return on Ad Spend (ROAS)

Answer

ROAS directly measures revenue generated per dollar of ad spend, making it the clearest indicator of whether campaigns are profitable at scale.

Question 3

An advertiser sets a Target CPA of $50 but their actual CPA is averaging $80. What should they investigate first?

Accepted Answer

Check if the target is achievable given current conversion rate and average CPC

Answer

If the math doesn't support the target (e.g., CVR × avg CPC can't reach $50 CPA), the target is unrealistic and should be adjusted based on historical data.

Question 4

What does 'Bounce Rate' indicate when analyzed alongside SEM campaign data?

Accepted Answer

The percentage of single-page sessions where users left without further interaction

Answer

Bounce rate measures single-page sessions — high bounce rate from SEM traffic may indicate a landing page relevance or experience problem.

Question 5

Which practice is recommended to reduce 'data sampling' issues when analyzing large datasets in Google Analytics?

Accepted Answer

Use shorter date ranges or apply secondary dimensions sparingly

Answer

Sampling occurs in GA when queries exceed thresholds; reducing the date range or limiting dimensions decreases the data volume processed and avoids sampling.

SEM - Search Engine Marketing Practice Test

SEM - Search Engine Marketing Practice Test

SEM Performance Analytics 5