In today’s digital world, knowing how to measure Google Ads is essential for marketers looking to improve their advertising strategies and get better results. The Skillshop Google Ads Measurement Certification offers a helpful guide to understanding how to measure and analyze ad performance. This blog post summarizes the certification and includes key questions and answers. Whether you’re getting ready for the exam or just want to learn more about Google Ads measurement, this resource will help you grasp important concepts and best practices, giving you a solid base in this crucial area of digital marketing.
Skillshop Google Ads Measurement Certification Questions and Answers
This guide features 50 essential questions and answers to help you prepare for the Google Ads Measurement Certification. Whether you’re new to Google Ads or an experienced marketer, this resource covers key topics such as tracking conversions, understanding metrics, and utilizing analytics. Each answer provides clear insights, ensuring you gain a solid understanding of digital advertising measurement. Let’s get started!
1. What does Google Analytics 4 refer to as interactions on a website or app?
- Incident
- Goal
- Conversion
- Event
2. What are the two types of optimization? Choose two.
- Targeting optimization
- Channel optimization
- Bidding optimization
- Media mix optimization
3. 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 sort the data by time and remove duplicate times found on entries.
- They can toggle off the possible duplicates option at the top of the chart.
- They can disable the view-through conversion data column.
4. A marketer wants to track product newsletter sign-ups on their website. What type of conversion action would this be?
- App installs
- Pageview
- Purchase
- Lead
5. 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 data-driven attribution to automate tasks., and the process has all the necessary data.
- They use AI and machine learning technology to predict what will achieve the best conversion outcomes to optimize bidding, creative, etc.
- They use basic tasks, then software, to automate those tasks, and the process has all the necessary data.
6. Why might an advertiser use enhanced conversions for leads?
- To track sales and events that happen on a website
- To improve the measurement of online conversions
- To use third-party data to improve their offline lead measurement
- To track sales that happen off a website from website leads
7. How can an advertiser set up enhanced conversions for web?
- 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 Tag Assistant.
- Enhanced conversions for web can be set up through Google Analytics Manager.
8. What do marketing mix models show advertisers?
- They use your conversion data to calculate the contribution of each interaction across the conversion path.
- They’re an analysis that shows the impact of marketing on a brand’s sales.
- They evaluate a customer’s long-term marketing value to provide a more accurate view of performance.
- They’re a way to determine the impact of a specific variable on control and treatment groups.
9. In setting up the value of an online conversion action, what should you do?
- Regardless of the value of the lead, always set it as $1.
- Regardless of the value of the lead, always set it as $0.
- If the average value of a lead is $20, assign the value as $200.
- If the average value of a lead is $20, assign the value as $20.
10. 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 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 conversion value by the number in the conversions column.
- It’s calculated by dividing the total cost by the number in the conversions column.
11. 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 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.
- 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.
12. How does the Maximize Conversions bidding strategy work?
- It automatically limits conversions that don’t align with a desired bidding strategy.
- It aims to achieve an average return on ad spend (ROAS) equal to a desired target.
- It uses machine learning to capture as many conversions as possible within a daily budget.
- It’s the safest bidding strategy for all business types to optimize their bidding.
13. 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 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.
- 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 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 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.
14. What’s a benefit of importing Google Analytics conversions to Google Ads?
- The ability to let first-party data be sent from websites
- The ability to provide Google Ads access to data that helps optimize bids
- The ability to link accounts in Google Analytics without auto-tagging
- The ability to view historical data from before the import
15. 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?
- Reduce campaign budgets.
- Turn off the ads to stop traffic.
- Use more general keywords.
- Add more negative keywords.
16. How does experimentation contribute to a best-in-class measurement approach?
- Experiments are a way to validate and test insights.
- Experiments help assign credit across touchpoints.
- Experiments are used to drive a macro budget strategy.
- Experiments assist in the collection of multiple data points.
17. What are two capabilities of Google Tag Manager? Choose two.
- It can only be used to deploy and modify third-party tags.
- It allows you to quickly and easily update tags on your website or mobile app from a web interface.
- It’s a JavaScript framework that’s used to add Google tags directly to web pages.
- It has collaboration and versioning capabilities.
18. 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?
- Manual CPC
- Viewable CPM
- Enhanced impressions
- Target CPA
19. What keyword match type gives Smart Bidding the most data and flexibility to compete in the right auctions?
- Negative match
- Phrase match
- Exact match
- Broad match
20. In what two ways can the Recommendations page in your Google Ads account help with campaign performance? Choose two.
- It can help maximize your budget by improving bidding and keywords.
- 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 introduce you to new features and trends across Google.
21. Which of the following is an estimate of how well your Google Ads account is set to perform?
- Quality score
- Attribution score
- Recommendation score
- Optimization score
22. 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 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.
23. How are incrementality experiments different from A/B experiments?
- They measure the relative effectiveness of different versions of a marketing campaign.
- They determine the impact of ads on a consumer’s decision to convert or not.
- 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.
24. Which of the following explains why the conversion date might be different between Google Ads and Google Analytics?
- Google Analytics attributes conversions to the date of the impression that caused the conversion.
- Google Analytics can’t attribute conversions to a date for an impressioin, whereas Google Ads can.
- Google Analytics attributes conversions to the day they happen, not 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.
25. In terms of advertising, what’s attribution?
- Determining how much cost each channel requires
- Determining the cost of each asset used in a marketing campaign
- Determining how much credit each step of a process should receive
- Determining how much credit to award a client for their referral
26. What platform uses event-based data instead of session-based data?
- Google Ads Conversion Tracking
- Universal Analytics
- Google Analytics 4
- Google Analytics Classic
27. Which of the following can be used to describe enhanced conversions for leads?
- Uses third-party data
- Uses hashed, first-party data
- Requires customer relationship management (CRM) system modification.
- Requires Google Click Identifier (GCLID) storage
28. Besides attribution, what’s another method used to analyze the return on investment (ROI) for media?
- Smart Bidding
- Viewable CPM
- Conversion lift
- Marketing mix model
29. If an advertiser uses Google’s phone call conversion tracking feature, how are the calls tracked to their account?
- The calls are tracked by the conversion name for the advertiser’s store.
- 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 a dynamically created Google forwarding number.
30. What metric tells you how often, on average, an ad click or other ad interaction leads to a conversion?
- Conversion rate
- Cost-per-conversion
- Conversion value-per-click
- Conversion value-per-cost
31. How are view-through conversions counted?
- 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 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.
- They’re counted as conversions that are recorded when new users view and interact with an ad, then later convert.
32. Which of the following is the first step in setting up conversion tracking?
- 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.
- 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.
33. 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 third-party data to unlock more powerful bidding.
- Enhanced conversions for web uses Google Analytics to unlock more powerful bidding.
- 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.
34. What’s a requirement for implementing sitewide tagging?
- 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.
- Make sure the tag still works by loading it within another tracking tag, like Floodlight.
35. What’s an example of a campaign that fell short of its target goal?
- A display campaign with an expected brand awareness lift of 10% and an actual brand awareness lift of 20%.
- 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 search campaign with an expected increase in return on ad spend of $50.12 and an actual return on ad spend of $10.
36. What’s the definition of a tag, as it pertains to digital advertising?
- 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 conversion page of a website.
- A tag is a large snippet of code that’s placed on the home page of a website.
37. 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 conversions report
- The click analysis report
- The attribution report
- The campaigns report
38. 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 that’s done in-store only and doesn’t require the customer to have interacted with your ad.
- An action in which there are only conversions from browsers that don’t allow cross-site cookies.
- 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 a customer sees but doesn’t interact with your ad, and then later completes a conversion on your site.
39. How can the power of Google’s AI help advertisers?
- It can minimize marketing insights.
- It reduces the volume of search conversions.
- It replaces the need for analytics solutions.
- It can optimize performance in real time.
40. How does data-driven attribution work?
- It credits on an arbitrary basis and may impact optimizations, particularly when leveraging automated bidding data.
- It prioritizes specific touchpoints and applies static logic to assign a constant value to a touchpoint along a conversion path.
- 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.
41. Which of the following describes the number of times a unique user will see an ad over a given time period?
- Reach
- Engagement rate
- Impression
- Frequency
42. 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 conversion would be attributed to each keyword equally, therefore each keyword would share equal credit (i.e., 25% each) 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 proportionally, therefore each keyword would receive credit for how much it contributed to the conversion.
43. What’s the practice you’d want to use for turning marketing insights into action?
- Increase investment in an underperforming channel.
- Increase the frequency of underperforming ad creatives.
- Shift budgets from well-performing channels to underperforming channels.
- Focus on the right audience for the message shared in that stage of the buying journey.
44. How should marketers evaluate their campaigns?
- Use lifetime value analysis to examine the impact to brand lift metrics.
- 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.
- Check whether the result of a specific objective exceeded or fell short of its goal.
45. 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 creates the Google Click Identifier tag (GCLID).
- It automatically creates tag code snippets.
- It tells you which Google Analytics reports are incorrect.
- It troubleshoots unverified conversion actions.
46. What report can help show the duration between a user’s first exposure and their subsequent conversion?
- The change history report
- The navigation report
- The time lag report
- The seasonality report
47. Which of the following describes the criteria for store visits conversion tracking?
- Store visits conversion tracking requires sufficient data to accurately report store visits and pass Google’s privacy thresholds.
- 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.
48. How would a digital marketing consultant describe the Google tag to a new advertiser?
- It’s a tag snippet for Google Shopping that’s needed for tracking.
- It’s a JavaScript framework, also known as gtag.js.
- It will replace Tag Manager, which has less accurate data.
- It’s used to deploy and modify both Google and third-party tags.
49. A potential customer is looking to buy a new car. What activity suggests they’re in the awareness stage?
- Calling to ask about a test-drive
- Recommending the car on social media
- Filling out an email subscription form
- Viewing an online advertisement for a car
50. Apart from conversion delay, what three additional factors influence conversion volume? Choose three.
- Changes to default browser
- Changes to attribution model
- Changes in competition or seasonality
- Changes to ads
- Changes to discrepancy model
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Bhupati Barman is a Co-founder of Mite Art, as well as an Entrepreneur, SEO Optimizer, and Blog Writer, covering a variety of interesting topics.