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.
Select all correct answers
The advertiser has allocated funds to run an MMM through a third-party vendor.
Meridian helps advertisers evaluate all media, but especially digital, with more accuracy and actionability.
The advertiser has in-house data science expertise to build and maintain Meridian.
Meridian is a replacement for the advertiser’s own multitouch attribution and incrementality testing.
Correct Answers
Meridian helps advertisers evaluate all media, but especially digital, with more accuracy and actionability.
The advertiser has in-house data science expertise to build and maintain Meridian.
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About the Google Ads Measurement Certification
The Google Ads Measurement Certification tests whether you can measure what your ads really achieve: setting up conversion tracking, choosing attribution models, closing data gaps with enhanced conversions and consent mode, and testing incrementality.
Exam guide and all 361 Google Ads Measurement questions →Related Google Ads Measurement questions
- 1Your 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?
- 2You’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?
- 3An 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.Multiple correct
- 4Which analysis technique is particularly useful for companies that invest a significant amount of their media budget in offline media channels or companies that sell predominantly through local stores? - Latest Question Answers of Google Certification Exams
- 5Brianna has a physical shop that she’s successfully managed for 10 years. Her products aren’t designed to sell and dispatch online. She recently created an online website and app to advertise her business. Now she’s interested in using Google Ads to create an ad campaign and measure its effectiveness. How will offline conversion tracking help Brianna?
- 6You’re setting up offline conversion tracking. You need to to upload offline data into your Google Ads account. Which two formats are supported? (Choose two.)Multiple correct