Home » Measurement Certification

You want to see how your users coming from a paid search campaign are progressing through a specific set of steps on your site, such as a checkout process. Which exploration technique lets you visualize the steps users take toward a task or key event and see how well they’re succeeding or failing at each step?

If you want to see how your users coming from a paid search campaign are progressing through a specific set of steps on your site, such as a checkout process, the exploration technique that lets you visualize the steps users take toward a task or key event and see how well they’re succeeding or failing at each step is funnel exploration.

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Your client’s CEO asked their CMO for the revenue contribution and ROI of last year’s total marketing budget. The CMO’s annual marketing portfolio included online and offline channels, across both brand and performance media. Which measurement solution should the client use?

If your client’s CEO asked their CMO for the revenue contribution and ROI of last year’s total marketing budget, which included both online and offline channels across brand and performance media, the measurement solution the client should use is Marketing Mix Modeling (MMM).

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A sneaker brand wants to sell more sneakers, but feels like their target CPA/ROAS with their current audience targeting strategy is limiting their reach to additional consumers. Which Google AI-powered solution should they use to find additional consumers who are likely to convert at their target CPA/ROAS in areas overlooked by manual targeting alone?

If a sneaker brand wants to sell more sneakers but feels that their current audience targeting strategy is limiting their reach to additional consumers at their target CPA/ROAS, the Google AI-powered solution they should use to find additional consumers likely to convert in areas overlooked by manual targeting is optimized targeting.

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Implementing foundational measurement and audience solutions is key to taking advantage of the AI opportunity. What three best practices comprise Google Ads AI essentials to deliver long-term performance for your business? Select three answers.

If implementing foundational measurement and audience solutions is key to leveraging the AI opportunity, then the three best practices that comprise Google Ads AI essentials to deliver long-term performance for your business are: measure and attribute conversions accurately, engage with relevant customers, and build a foundational ads infrastructure.

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You’re concerned about the complexity of implementing first-party data in your Google Ads campaigns, specifically the technical challenges of formatting and uploading your data. Which of these options simplifies your first-party data implementation?

If you’re concerned about the complexity of implementing first-party data in your Google Ads campaigns due to the technical challenges of formatting and uploading your data, the option that simplifies your first-party data implementation is to use Data Manager, as it automates data formatting, schedules imports, provides optimization suggestions, saves time and effort, and reduces errors.

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What is conversion modeling?

Conversion odelling is the process of measuring marketing performance using machine learning when a subset of conversions cannot be directly connected to ad interactions.

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Only half of your users have provided consent for analytics purposes, and you’re worried about reporting accuracy. What analytics feature can help you fill in the gaps and gain useful insights on the user journey from Analytics reports while respecting your users’ privacy?

If only half of your users have provided consent for analytics purposes and you’re concerned about reporting accuracy, the analytics feature that can help fill in the gaps and provide useful insights on the user journey from Analytics reports while respecting user privacy is behavioral modeling.

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When a consumer completes a conversion on your website, you may receive first-party consumer data such as an email address, name, home address, and/or phone number. This data can be collected and sent to Google in a hashed form through which Google Analytics feature?

When a consumer completes a conversion on your website and you receive first-party consumer data such as an email address, name, home address, or phone number, this data can be collected and sent to Google in a hashed form through the Google Analytics feature called user-provided data.

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You’ve been discussing the importance of a first-party data strategy with your client, but they’re questioning why they need to make that adjustment when their internal systems rely on third-party data and cookies. How would you explain to your client the benefit of using their own first-party data?

If your client is questioning the need to shift from third-party data and cookies to a first-party data strategy, you should explain that first-party data is information collected directly from their consumers with consent, and due to regulatory and technology changes, first-party data provides a durable foundation that allows them to maximize their campaign performance.

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A marketer advertises in many markets around the world, including Germany and France. They’ve started running YouTube and Search campaigns with Google, and they measure online conversions. What three things should this marketer know about the impact of regulatory changes on measurement and audiences for their business? Select three.

A marketer who advertises in many global markets, including Germany and France, and runs YouTube and Search campaigns with Google while measuring online conversions should know three things about the impact of regulatory changes on measurement and audiences: the quality of conversion modeling will be impacted across existing modeled conversions for the Safari browser; cross-device and engaged-view conversions, as well as YouTube campaign performance, will begin to degrade; and remarketing in DV360 and Google Display Ads will be impacted and integrated with the Privacy Sandbox for re-engagement when Google tags are used.

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You’re collaborating with a brand that primarily focuses on boosting revenue during non-holiday periods. Their loyalty rewards program, featuring monthly members-only specials sent via email, plays a key role in achieving this goal. Which solution should you use across Google owned and operated properties to re-engage loyalty rewards members during non-holiday months?

If you’re collaborating with a brand that focuses on boosting revenue during non-holiday periods through a loyalty rewards program featuring monthly members-only specials sent via email, the solution you should use across Google owned and operated properties to re-engage loyalty rewards members during non-holiday months is Customer Match.

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You have a goal of maximizing reach and increasing awareness. To do so, you’re running a Video reach campaign (VRC) to keep your brand top of mind. Before implementing a Brand Lift study, which two considerations should you keep in mind? Select two answers.

If your goal is to maximize reach and increase awareness by running a Video Reach Campaign (VRC) to keep your brand top of mind, two considerations to keep in mind before implementing a Brand Lift study are that lift results aren’t guaranteed because they rely on surveying people and measuring differences in response rates, and that lift isn’t a good always-on metric because, over time, lift for the same media will decrease—indicating that the media is working.

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

Two capabilities of Google Tag Manager are that it has collaboration and versioning capabilities, and it allows you to quickly and easily update tags on your website or mobile app from a web interface.

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A marketer advertises in many markets around the world, including Germany and France. They’ve started running YouTube and Search campaigns with Google and they measure online conversions. How does this advertiser ensure that their Google tag respects the remarketing preferences of their users in the European Economic Area (EEA)?

To ensure that their Google tag respects the remarketing preferences of users in the European Economic Area (EEA), a marketer who advertises in many global markets including Germany and France and runs YouTube and Search campaigns with Google while measuring online conversions should ensure that the ad\_personalization parameter, along with ad\_storage and ad\_user\_data, is included in the consent mode setup.

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An advertiser is looking to drive revenue and long-term growth for their business. What are three reasons why value measurement is a good fit for this advertiser? Select three.

If an advertiser is looking to drive revenue and long-term growth for their business, value measurement is a good fit because it allows advertisers to differentiate the consumers they acquire and optimize accordingly, expand their targeting and uncap budgets with confidence, and better understand the business impact of their investment.

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Your client is interested in comparing the performance of YouTube campaigns against that of video campaigns across other publishers and media channels. Which two metrics should your client use to get a comparable view of their performance? Select two.

If your client is interested in comparing the performance of YouTube campaigns against video campaigns across other publishers and media channels, the two metrics they should use to get a comparable view of performance are reach and frequency.

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A marketer advertises in many markets around the world, including Germany and France. They’ve started running YouTube and Search campaigns with Google, and they measure online conversions. Which action should this marketer take to preserve their conversion tracking after regulatory changes such as the Digital Markets Act?

To preserve conversion tracking after regulatory changes such as the Digital Markets Act, a marketer who advertises in many markets around the world, including Germany and France, and runs YouTube and Search campaigns with Google while measuring online conversions, should implement the Google tag sitewide to unlock privacy solutions like Enhanced conversions, consent mode, and the Attribution Reporting API.

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You manage a beauty brand and know that current viewing trends make it harder than ever to deliver reach and results with TV alone. So, you’re considering adding YouTube to your media plan to help achieve your efficient reach and frequency goals. What tool or solution should be used as the first step to explore cross-media impact and forecast reach?

If you manage a beauty brand and want to explore cross-media impact and forecast reach to achieve efficient reach and frequency goals by adding YouTube to your media plan, the first tool or solution you should use is TV data in Reach Planner.

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You’re working to demonstrate the business value of your company’s digital marketing investments. You currently measure media performance using channel-specific KPIs (CPM, CTR, view rates). However, you struggle to connect these metrics to overall business goals and show ROI to your leadership. You want to implement cross-media measurement and a structured experimentation framework. Which approach would enable you to demonstrate the business value of your campaigns and drive continual improvement?

To demonstrate the business value of your company’s digital marketing investments and drive continual improvement, you should utilize KPIs that align with ROI, such as sales or leads, and shift focus to attribution-based cross-channel conversion measurement for optimization.

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An advertiser assigns a lead score in their CRM based only on the geographic location the lead came from. This geographic location score is available in Google Ads campaign reporting as a conversion value to Google Ads and a Smart Bidding signal. If needed, how should the advertiser apply conversion value rules?

If an advertiser assigns a lead score in their CRM based only on geographic location, they should apply a conversion value rule based on additional information not factored into the imported value, such as an audience.

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An advertiser relies heavily on incrementality to measure offline and online media and is considering adopting a Marketing Mix Model for the first time. The director of analytics is considering both third-party and in-house solutions. They have a budget to run a third-party Marketing Mix Model (MMM) and a robust data science team who could build an in-house model. They spend the majority of their media budget on digital and prioritize measurement solutions that are digital-savvy. In what two ways would Meridian, Google’s open-source MMM solution, be a good fit for this advertiser? Select two answers.

Meridian would be a good fit for the advertiser because it helps evaluate all media, especially digital, with more accuracy and actionability, and the advertiser has in-house data science expertise to build and maintain Meridian.

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An advertiser is questioning whether they should adopt enhanced conversions since they heard it includes conversion modeling. Which three of the following features are benefits you could share regarding conversion modeling? Select three.

An advertiser questioning whether to adopt enhanced conversions should know that conversion modeling offers three key benefits: accurate privacy-safe measurement, a more representative view of overall performance, and more efficient campaign optimization and bidding.

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An advertiser wants to know how Google’s AI solutions can use the information they collect about their users to help drive revenue and growth. What is a benefit of using first-party data for their Google AI-powered campaigns to help them meet their objectives?

A benefit of using first-party data for Google AI-powered campaigns to help an advertiser meet their revenue and growth objectives is that building a foundation of first-party data enables high-quality data input, which trains AI models more effectively. The better the data quality, the more optimized and higher-performing the AI models become, ultimately driving improved campaign performance.

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How should marketers evaluate their campaigns?

Marketers should evaluate their campaigns by checking whether the result of a specific objective exceeded or fell short of its goal.

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If by comparing Google Ads data with offline data you find a difference in the number of sign-ups for ads between the two sources, and you believe the issue lies with when a conversion was counted, what’s the likely source of that data discrepancy?

If by comparing Google Ads data with offline data you find a difference in the number of sign-ups, and you believe the issue lies with when a conversion was counted, the likely source of that discrepancy is that Google Ads reports conversions against the date and time of the click that led to the conversion, while the other data source might use the date and time of the conversion itself.

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You’re trying to determine how effectively your ads are driving online sales and generating leads through sign-ups, and you compare your Google Ads data with your offline data. That’s when you see a difference in the number of sign-ups in Google ads vs. your offline data source. Assume everything is working properly and the issue lies with when a conversion was counted. What would you say is causing this data discrepancy?

Google Ads reports conversions against the date and time of the click that led to the conversion, while other data sources might use the date and time of the conversion itself, causing a discrepancy.

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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?

The data discrepancy occurs because Google Ads reports conversions based on the date and time of the click that led to the conversion, while other data sources may report conversions based on the actual date and time the conversion happened.

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How would you describe the target ROAS bidding strategy?

The target ROAS bidding strategy analyzes and intelligently predicts the value of a potential conversion every time a user searches for products or services being advertised. It then automatically adjusts bids for these searches to maximize return.

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Incrementality experiments differ from A/B experiments in what way?

Discover the difference between incrementality and A/B experiments. Gain insights into how incrementality experiments measure ad impact on consumer decisions and differentiate from A/B testing in marketing strategies.

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How would you turn marketing insights into action?

The way to turn marketing insights into action is by focusing on the right audience for the message shared in that stage of the buying journey.

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To set up conversion tracking, what should you do first?

First, setting up a conversion action in Google Ads is best practice that should be used to measure what is considered to be valuable consumer actions when setting up conversion tracking.

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