Attribution Modelling
Attribution Modelling
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Question 1 of 6
1. Question
You’ve found that most of your customers initially learned about your brand via a display ad. Which of the following attribution models will give credit to display ads that introduced customers to your brand? Select all that apply.
Correct
According to Google:
In the Last Interaction attribution model, the last touchpoint—in this case, the Direct channel—would receive 100% of the credit for the sale.
In the Last Non-Direct Click attribution model, all direct traffic is ignored, and 100% of the credit for the sale goes to the last channel that the customer clicked through from before converting—in this case, the Email channel.
In the Last AdWords Click attribution model, the last AdWords click—in this case, the first and only click to the Paid Search channel —would receive 100% of the credit for the sale.
In the First Interaction attribution model, the first touchpoint—in this case, the Paid Search channel—would receive 100% of the credit for the sale.
In the Linear attribution model, each touchpoint in the conversion path—in this case the Paid Search, Social Network, Email, and Direct channels—would share equal credit (25% each) for the sale.
In the Time Decay attribution model, the touchpoints closest in time to the sale or conversion get most of the credit. In this particular sale, the Direct and Email channels would receive the most credit because the customer interacted with them within a few hours of conversion. The Social Network channel would receive less credit than either the Direct or Email channels. Since the Paid Search interaction occurred one week earlier, this channel would receive significantly less credit.
In the Position Based attribution model, 40% credit is assigned to each the first and last interaction, and the remaining 20% credit is distributed evenly to the middle interactions. In this example, the Paid Search and Direct channels would each receive 40% credit, while the Social Network and Email channels would each receive 10% credit.
Incorrect
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Question 2 of 6
2. Question
Channel X has an Assisted/Last Interaction Conversion value of exactly 1. Which of the following is true?
Correct
The correct answer would be Channel X equally assists and completes conversions.
Incorrect
The correct answer would be Channel X equally assists and completes conversions.
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Question 3 of 6
3. Question
In the Linear attribution model,
Correct
According to Google:
In the Linear attribution model, each touchpoint in the conversion path—in this case the Paid Search, Social Network, Email, and Direct channels—would share equal credit (25% each) for the sale.
Incorrect
According to Google:
In the Linear attribution model, each touchpoint in the conversion path—in this case the Paid Search, Social Network, Email, and Direct channels—would share equal credit (25% each) for the sale.
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Question 4 of 6
4. Question
Which of the following most accurately describes the concept of attribution in digital analytics?
Correct
According to Google:
An attribution model is the rule, or set of rules, that determines how credit for sales and conversions is assigned to touchpoints in conversion paths.
Incorrect
According to Google:
An attribution model is the rule, or set of rules, that determines how credit for sales and conversions is assigned to touchpoints in conversion paths.
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Question 5 of 6
5. Question
Which of the following attribution models would be useful for evaluating ads and campaigns that are designed to create initial awareness about a brand?
Correct
According to Google:
In the First Interaction attribution model, the first touchpoint—in this case, the Paid Search channel—would receive 100% of the credit for the sale.
Incorrect
According to Google:
In the First Interaction attribution model, the first touchpoint—in this case, the Paid Search channel—would receive 100% of the credit for the sale.
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Question 6 of 6
6. Question
A customer visits your site four times in a month before making a $100 purchase on your site. She first comes to your site by clicking on a search ad, then a social media ad, then another search ad, and finally a display ad. If you’re using a linear attribution model, how much conversion credit could be assigned to the last display ad?
Correct
According to Google:
In the Linear attribution model, each touchpoint in the conversion path—in this case the Paid Search, Social Network, Email, and Direct channels—would share equal credit (25% each) for the sale.
Incorrect
According to Google:
In the Linear attribution model, each touchpoint in the conversion path—in this case the Paid Search, Social Network, Email, and Direct channels—would share equal credit (25% each) for the sale.
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