Google ads measurement certification answers with explanations

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Participating in the Google Ads Measurement certification program offers a multitude of benefits. Firstly, it provides you with in-depth knowledge of various measurement techniques, including conversion tracking, attribution models, and optimization strategies. This knowledge is invaluable for any digital marketer looking to maximize the effectiveness of their advertising campaigns. Additionally, being certified demonstrates your commitment to staying updated with the latest industry trends and technologies, which can significantly enhance your credibility and career prospects.

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One of the key resources that can aid you in preparing for the Google Ads Measurement certification exam is the exam preparation guide provided by our platform. This comprehensive guide includes exam questions, answers, and detailed explanations, allowing you to familiarize yourself with the exam format and content. By using this guide, you can gain a deeper understanding of the concepts covered in the exam and increase your chances of success.

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Which of the following can be used to describe enhanced conversions for leads?

Uses hashed, first-party data
Uses third-party data
Requires Google Click Identifier (GCLID) storage
Requires customer relationship management (CRM) system modification.

A business owner is getting a good amount of traffic from their ads but not enough conversions. What action can they take to improve their conversion rate?

Use more general keywords.
Add more negative keywords.
Reduce campaign budgets.
Turn off the ads to stop traffic.

How does the Maximize Conversions bidding strategy work?

It uses machine learning to capture as many conversions as possible within a daily budget.
It aims to achieve an average return on ad spend (ROAS) equal to a desired target.
It’s the safest bidding strategy for all business types to optimize their bidding.
It automatically limits conversions that don’t align with a desired bidding strategy.

How should marketers evaluate their campaigns?

Check whether the result of a specific objective exceeded or fell short of its goal.
Check whether all the budget was used for the campaign or not.
Focus on the worst-performing ads and reduce the frequency of that ad, then reevaluate.
Use lifetime value analysis to examine the impact to brand lift metrics.

A marketing manager is closely monitoring their data to see how effectively their ads are driving online sales and generating leads through sign-ups. When the marketing manager compares Google Ads data with their offline data, they see a difference in the number of sign-ups in Google Ads vs. their offline data source. Assuming everything is working as intended and the issue lies with when a conversion was counted, what’s likely causing this data discrepancy?

Google Ads reports conversions against the date/time of the click that led to the conversion. Depending on the other data source, it might use the date/time of the conversion itself.
Google Ads reports views against the device type of the view that didn’t lead to a conversion. Depending on the other data source, it might use the date/time of the conversion itself.
Google Ads reports conversions against a unique ID of the event that led to the click. Depending on the other data source, it might use the click of the conversion itself.
Google Ads reports clicks against the date/time of the event that led to the conversion. Depending on the other data source, it might use the click of the conversion itself.

Which of the following describes the criteria for store visits conversion tracking?

Store visits conversion tracking is available in all countries and regions as long as it’s not a sensitive business type or account.
Store visits conversion tracking has no mininum impression or click requirements.
Store visits conversion tracking is available for all business types, but only in certain countries.
Store visits conversion tracking requires sufficient data to accurately report store visits and pass Google’s privacy thresholds.

A marketing strategist is interested in enhanced conversions for web. What description could their agency provide to explain this feature?

Enhanced conversions for web uses hashed, first-party data to unlock more powerful bidding.
Enhanced conversions for web uses third-party data to improve the accuracy of your conversion measurement.
Enhanced conversions for web uses Google Analytics to unlock more powerful bidding.
Enhanced conversions for web uses third-party data to unlock more powerful bidding.

What does Google Analytics 4 refer to as interactions on a website or app?

Incident
Goal
Conversion
Event

Which of the following describes the number of times a unique user will see an ad over a given time period?

Reach
Impression
Frequency
Engagement rate

What are the two types of optimization? Choose two.

Media mix optimization
Bidding optimization
Channel optimization
Targeting optimization

You’ve been hired as a consultant to help an online store owner. You need to complete the implementation of conversion tracking tags into their website. How can Tag Assistant help you with this task?

It tells you which Google Analytics reports are incorrect.
It troubleshoots unverified conversion actions.
It automatically creates tag code snippets.
It creates the Google Click Identifier tag (GCLID).

Apart from conversion delay, what three additional factors influence conversion volume? Choose three.

Changes to default browser
Changes to discrepancy model
Changes to attribution model
Changes to ads
Changes in competition or seasonality

What’s a requirement for implementing sitewide tagging?

Make sure the tag still works by loading it within another tracking tag, like Floodlight.
Turn off auto-tagging in all your Google Ads accounts that are enabled for sitewide tagging.
Use just the image portion of the JavaScript.
Make sure Google Click Identifier (GCLID) still works if using click trackers in the URL.

What’s the practice you’d want to use for turning marketing insights into action?

Increase investment in an underperforming channel.
Shift budgets from well-performing channels to underperforming channels.
Increase the frequency of underperforming ad creatives.
Focus on the right audience for the message shared in that stage of the buying journey.

Which of the following is the first step in setting up conversion tracking?

Add a conversion tracking tag to your website or app after modifying it in Google Ads.
Modify the tag for your website or app after requesting it from your web administrator.
Set up a conversion action in Google Ads to measure what you consider to be valuable consumer actions.
Request a snippet of code from your web administrator and add it to your website for everyone you want to track.

How are view-through conversions counted?

They’re counted as conversions that are recorded when new users view and interact with an ad, then later convert.
They’re counted as conversions that are recorded when users view but don’t interact with an ad, then later convert.
They’re counted as conversions that are recorded when repeat users view but don’t interact with an ad, then later convert.
They’re counted as conversions that are recorded when users view and interact with an ad, then never convert.

A marketer added a conversion tracking tag to a landing page on their company’s website. When analyzing purchasing data, they found duplicate conversions. How can the marketer remove duplicate conversions from their conversion count?

They can modify the event tag to capture a unique order ID.
They can toggle off the possible duplicates option at the top of the chart.
They can disable the view-through conversion data column.
They can sort the data by time and remove duplicate times found on entries.

What keyword match type gives Smart Bidding the most data and flexibility to compete in the right auctions?

Broad match
Negative match
Exact match
Phrase match

How does data-driven attribution work?

It uses country- or region-specific data to credit several consistent ad touchpoints across the Search network, specifically.
It leverages an account’s historical data to credit the most impactful ad touchpoints across Search, YouTube, and Display.
It prioritizes specific touchpoints and applies static logic to assign a constant value to a touchpoint along a conversion path.
It credits on an arbitrary basis and may impact optimizations, particularly when leveraging automated bidding data.

If an advertiser uses Google’s phone call conversion tracking feature, how are the calls tracked to their account?

The calls are tracked by a dynamically created Google forwarding number.
The calls are tracked by the phone number listed on the advertiser’s official store website.
The calls are tracked by the assigned Google Click Identifier (GCLID) set up in the advertiser’s account.
The calls are tracked by the conversion name for the advertiser’s store.

How can an advertiser set up enhanced conversions for web?

Enhanced conversions for web can be set up through Google Tag Assistant.
Enhanced conversions for web can be set up through Google Tag Manager, Google tag, or Google Ads API.
Enhanced conversions for web can be set up through the Google Ads API for enhanced conversions.
Enhanced conversions for web can be set up through Google Analytics Manager.

How would a digital marketing consultant describe the Google tag to a new advertiser?

It’s a JavaScript framework, also known as gtag.js.
It’s a tag snippet for Google Shopping that’s needed for tracking.
It’s used to deploy and modify both Google and third-party tags.
It will replace Tag Manager, which has less accurate data.

In setting up the value of an online conversion action, what should you do?

If the average value of a lead is $20, assign the value as $20.
If the average value of a lead is $20, assign the value as $200.
Regardless of the value of the lead, always set it as $1.
Regardless of the value of the lead, always set it as $0.

A potential customer is looking to buy a new car. What activity suggests they’re in the awareness stage?

Viewing an online advertisement for a car
Calling to ask about a test-drive
Recommending the car on social media
Filling out an email subscription form

What’s a benefit of importing Google Analytics conversions to Google Ads?

The ability to link accounts in Google Analytics without auto-tagging
The ability to view historical data from before the import
The ability to let first-party data be sent from websites
The ability to provide Google Ads access to data that helps optimize bids

A marketing strategist is interested in target ROAS bidding. How might their agency describe this bidding strategy?

This bidding strategy determines that if a user’s search is likely to generate a conversion with high value, target ROAS will bid low on that search.
This bidding strategy determines that if a user’s search is likely to generate a conversion with low value, target ROAS will bid high on that search.
This bidding strategy analyzes and intelligently predicts the value of a potential conversion every time a user searches for products or services that are being advertised. Then it automatically adjusts bids for these searches to maximize return.
This bidding strategy uses historical and uploaded data to set the value of a conversion every time a user searches for products or services that are being advertised. Then it automatically adjusts bids for these ads to maximize return.

A marketing analyst is analyzing the conversion data of their Search Ads campaign in Google Ads. They want to see how changes to their attribution model might impact conversion reporting. What report will provide them with that information?

The attribution report
The conversions report
The campaigns report
The click analysis report

Which of the following is an estimate of how well your Google Ads account is set to perform?

Attribution score
Recommendation score
Optimization score
Quality score

What do marketing mix models show advertisers?

They’re an analysis that shows the impact of marketing on a brand’s sales.
They’re a way to determine the impact of a specific variable on control and treatment groups.
They evaluate a customer’s long-term marketing value to provide a more accurate view of performance.
They use your conversion data to calculate the contribution of each interaction across the conversion path.

How does the enhanced cost-per-click (ECPC) bidding strategy work?

ECPC looks at ad auctions, then raises a max cost-per-click (CPC) bid.
ECPC looks at ad auctions, then lowers a max cost-per-click (CPC) bid.
ECPC looks at a listed target return on investment (ROI), then raises a max cost-per-click (CPC) bid.
ECPC looks at a listed target return on investment (ROI), then lowers a max cost-per-click (CPC) bid.

App installs
Purchase
Pageview
Lead

A marketing manager is viewing the campaign report in their Google Ads account after successfully implementing conversion tracking tags for their website. They see that at least two of their ads generated over 100 view-through conversions. Which of the following actions can be considered a view-through conversion?

An action in which a customer sees but doesn’t interact with your ad, and then later completes a conversion on your site.
An action in which a customer sees and interacts with your ad, but then doesn’t complete a conversion on your site.
An action in which there are only conversions from browsers that don’t allow cross-site cookies.
An action that’s done in-store only and doesn’t require the customer to have interacted with your ad.

How are incrementality experiments different from A/B experiments?

They determine the impact of ads on a consumer’s decision to convert or not.
They measure the relative effectiveness of different versions of a marketing campaign.
They typically require a smaller sample size and less sophisticated statistical analysis.
They both require a holdback group to determine which version of an ad performs better.

What metric tells you how often, on average, an ad click or other ad interaction leads to a conversion?

Conversion value-per-click
Cost-per-conversion
Conversion rate
Conversion value-per-cost

What does it mean when ad campaigns are optimized by Google’s AI?

They use rules-based attribution and software to achieve desired AI-friendly outcomes to influence the process and avoid optimizing for those outcomes.
They use AI and machine learning technology to predict what will achieve the best conversion outcomes to optimize bidding, creative, etc.
They use data-driven attribution to automate tasks., and the process has all the necessary data.
They use basic tasks, then software, to automate those tasks, and the process has all the necessary data.

How can the power of Google’s AI help advertisers?

It can optimize performance in real time.
It can minimize marketing insights.
It replaces the need for analytics solutions.
It reduces the volume of search conversions.

You own a restaurant called Ristorante Abigaille in Florence, Italy. A customer finds your site by clicking on your ads after performing each of these searches: “restaurant tuscany,” “restaurant florence,” “3 star restaurant florence,” and “3 star restaurant abigaille florence.” The customer makes a reservation after clicking on your ad that appeared with “3 star restaurant abigaille florence.” Using the data-driven attribution model, what keyword would receive credit for the conversion?

The first keyword would be attributed with the conversion, therefore the first keyword would receive 100% of the credit for the conversion.
The last keyword would be attributed with the conversion, therefore the last keyword would receive 100% of the credit for the conversion.
The conversion would be attributed to each keyword equally, therefore each keyword would share equal credit (i.e., 25% each) for the conversion.
The conversion would be attributed to each keyword proportionally, therefore each keyword would receive credit for how much it contributed to the conversion.

Which of the following explains why the conversion date might be different between Google Ads and Google Analytics?

Google Analytics can’t attribute conversions to a date for an impressioin, whereas Google Ads can.
Google Analytics attributes conversions to the date of the impression that caused the conversion.
Google Ads attributes conversions to the day they happen, not to the date of the click that caused the conversion.
Google Analytics attributes conversions to the day they happen, not to the date of the impression that caused the conversion.

In terms of advertising, what’s attribution?

Determining how much credit each step of a process should receive
Determining how much cost each channel requires
Determining the cost of each asset used in a marketing campaign
Determining how much credit to award a client for their referral

What’s the definition of a tag, as it pertains to digital advertising?

A tag is a large snippet of code that’s placed on the conversion page of a website.
A tag is a small snippet of code that’s placed on the conversion page of a website.
A tag is a small snippet of code that’s placed on every page of a website.
A tag is a large snippet of code that’s placed on the home page of a website.

A marketing manager set up conversion tracking and wants to add a column for conversion value per cost. How is that calculated?

It’s calculated by dividing the total conversion value by the number in the conversions column.
It’s calculated by dividing the total conversion value by the total cost of all ad interactions.
It’s calculated by dividing the number in the conversions column by the total eligible interactions.
It’s calculated by dividing the total cost by the number in the conversions column.

A business owner wants to use Google Ads to advertise their website. They’re considering using one of the available Smart Bidding strategies that Google offers. Which of the following is a Smart Bidding strategy?

Enhanced impressions
Target CPA
Manual CPC
Viewable CPM

In what two ways can the Recommendations page in your Google Ads account help with campaign performance? Choose two.

It can increase the amount of time and effort spent on optimizing campaigns.
It can increase your budget if you select to auto apply to recommendations.
It can help maximize your budget by improving bidding and keywords.
It can introduce you to new features and trends across Google.

Besides attribution, what’s another method used to analyze the return on investment (ROI) for media?

Viewable CPM
Marketing mix model
Smart Bidding
Conversion lift

How does experimentation contribute to a best-in-class measurement approach?

Experiments help assign credit across touchpoints.
Experiments assist in the collection of multiple data points.
Experiments are a way to validate and test insights.
Experiments are used to drive a macro budget strategy.

What’s an example of a campaign that fell short of its target goal?

A search campaign with an expected increase in return on ad spend of $50.12 and an actual return on ad spend of $10.
An email remarketing campaign with an expected lift in brand awareness of 5% and an actual lift in brand awareness of 12%
A video campaign with an expected brand favorability lift of 5% and an actual brand favorability lift of 5%.
A display campaign with an expected brand awareness lift of 10% and an actual brand awareness lift of 20%.

What report can help show the duration between a user’s first exposure and their subsequent conversion?

The navigation report
The time lag report
The seasonality report
The change history report

What are two capabilities of Google Tag Manager? Choose two.

It’s a JavaScript framework that’s used to add Google tags directly to web pages.
It allows you to quickly and easily update tags on your website or mobile app from a web interface.
It can only be used to deploy and modify third-party tags.
It has collaboration and versioning capabilities.

Google Ads Measurement Certification Answers with Explanations