Measurement Smart

What is the difference between a “Success Action” and a “Proxy Action”?

QUESTION What is the difference between a “Success Action” and a “Proxy Action”? The Success Action is the primary goal for your business and the Proxy Action is the secondary that helps advance a user toward the third goals The Success Action is the most valuable in-app action for your business and the Proxy Action is highly …

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When should a max conversions bidding strategy be pitched?

QUESTION When should a max conversions bidding strategy be pitched? When advertisers have constrained budgets and want to reach a specific CPA When advertisers have “always-on” campaigns When advertisers want to acquire as much traffic within a given budget When advertisers don’t know what their CPA target should be The correct answer is: When advertisers …

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Place in order the steps involved in building a data-driven attribution model for Search ads.

QUESTION Place in order the steps involved in building a data-driven attribution model for Search ads. 1. Calculate the conversion rate for a set of paths (sequences) 2. Take two paths that are similar except one keyword and compare conversion rates to determine uplift from that keyword 3. Apply the uplift to the original weighting 4. Run the calculation …

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Why is it not advisable for an advertiser to have a tag set to conditional firing in Google Ads Conversion Tracking?

QUESTION Why is it not advisable for an advertiser to have a tag set to conditional firing in Google Ads Conversion Tracking? Conditional Firing breaks the ability to surface cross-device conversions, view-through conversions and GDN conversion lift Conditional Firing breaks the ability to assign value to a conversion, particularly as it relates to life-time value Conditional Firing can break API calls …

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Three of the following feature statements are true about Google Tag Manager. Identify the feature that is false.

QUESTION Three of the following feature statements are true about Google Tag Manager. Identify the feature that is false. Empowers agencies – Multi-account support and user permissions mean agencies can easily use GTM to help manage clients’ tags Works with mobile – GTM can be embedded in mobile apps to enable changing app configurations on the fly …

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Differentiate between measurement and attribution

QUESTION Differentiate between measurement and attribution It’s the difference between cookie-based tracking and ID-based tracking It’s the difference between counting and valuing It’s the difference between clicks and impressions data and conversions data It’s the difference between transaction reporting and revenue reporting The correct answer is: It’s the difference between counting and valuing Explanation: We will update later. sincerely …

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In a data-driven attribution model, how can an advertiser understand the impact of any given keyword in a conversion path?

QUESTION In a data-driven attribution model, how can an advertiser understand the impact of any given keyword in a conversion path? Take two paths that look exactly the same apart from one keyword; compare conversion rates to determine the uplift from that one keyword Take an AdWords campaign with at least 30 conversions in two …

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What can be done to make sure Active View metrics are available for a YouTube campaign?

QUESTION What can be done to make sure Active View metrics are available for a YouTube campaign? There is a simple tag-generation process that, once implemented, enables a client to get free Active View reports in AdWords Active View is integrated into both AdWords and DBM, so no tagging or trafficking is required Active View is part …

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What’s the most effective way for an advertiser to get the most out of Google Analytics and AdWords?

QUESTION What’s the most effective way for an advertiser to get the most out of Google Analytics and AdWords? Upgrade Google Analytics to Analytics 360 to gain access to cutting-edge attribution models and automation; enable data-sharing between CRM systems and Analytics 360 Link Google Analytics to AdWords to enable data flow between both products. Then, enable remarketing reports, demo …

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What’s the most effective way for an advertiser to get the most out of Analytics and Google Ads?

QUESTION What’s the most effective way for an advertiser to get the most out of Analytics and Google Ads? Create a a shared manager (MCC) account to open up the full suite of advanced reporting functionality including offline, phone, and app conversions Use the Analytics SDK to enable stable server-to-server connections and rapid data refresh rates between …

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