A marketing manager wants to use an attribution model that includes both converting and non-converting paths in order to evaluate individual customer paths. Which attribution model will fulfill this requirement?
Rules-based attribution
Linear attribution
Position-based attribution
Data-driven attribution
Correct Answer
Data-driven attribution
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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.
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- 1Which of the following attribution models uses machine learning to evaluate individual customer paths?
- 2Which attribution type algorithmically evaluates individual customer paths?
- 3A marketing manager wants to know what factors influence conversion volume, apart from conversion delay. Choose three. What three additional factors would you cite? Choose three.Multiple correct
- 4A hungry customer is searching for a place to eat in Florence, Italy, where you happen to own a restaurant called Ristorante Abigaille. The customer performs each of these searches: “restaurant tuscany,” “restaurant florence,” “3 star restaurant florence,” and “3 star restaurant abigaille florence,” then finds your site by clicking on your ads. They make a reservation after selecting your ad that appeared following the “3 star restaurant abigaille florence” search. What keyword would receive credit for this conversion, if using the data-driven attribution model?
- 5While searching for a place to eat, a tourist visiting Italy finds your restaurant, which is called Ristorante Abigaille in Florence, by performing each of these searches: “restaurant tuscany,” “restaurant florence,” “3 star restaurant florence,” and “3 star restaurant abigaille florence.” The customer clicks on your ads and makes a reservation. Using the data-driven attribution model, what keyword would receive credit for the conversion?
- 6If you’re analyzing the conversion data of your Search Ads campaign in Google Ads in order to see how changes in the attribution model might impact conversion reporting, what report would you use to get that information?