Week 3 – Measure the success of marketing campaigns

assess for success marketing analytics and measurement weekly challenge 3

1. Consider the following scenario:

A campaign’s sales growth was $200,000 USD and the marketing cost was $55,000 USD. A digital marketer does a calculation by taking the growth, which is $200,000, and subtracts the cost: $55,000 to get a result of $145,000. Then, they divide $145,000 by the cost, $55,000.

Based on this equation, what is the digital marketer trying to calculate?

  • Return on investment (ROI)
  • Losses
  • Return on ad spend (ROAS)
  • Net income

2. Fill in the blank: _____ is calculated by the revenue generated, divided by the amount spent on advertising.

  • Sales growth
  • Return on investment (ROI)
  • Return on ad spend (ROAS)
  • Net loss


3. Fill in the blank: When preparing for _____, it is helpful to document past performance and desired improvement.

  • metric analysis
  • budget forecasting
  • A/B tests
  • marketing assessments

4. Fill in the blank: A software tool that helps personalize web pages with machine learning conducts _____.

  • metrics-oriented A/B testing
  • customer-based A/B testing
  • continuous A/B testing
  • one-time A/B testing

5. Fill in the blank: Conducting _____ can increase the number of conversions.

  • customer surveys
  • lead generations
  • tool analysis
  • A/B tests

6.Fill in the blank: _____ can test changes to ads like a change to a URL, headline, or call to action.

  • An ad variation
  • A customer-based survey
  • A digital marketing campaign
  • An email blast


7. Consider the following scenario:

A digital marketer needs to set up a test for changing a current headline. To start, they navigate to the Campaigns page in Google Ads. They select the option All campaigns, and then they click on Experiments in the navigation panel. Next, they create the new headline: “Buy Today.” They choose a 30-day run and use the default 50% split for the test. Now their test is ready.

What type of A/B test did they set up?

  • Macro conversion
  • Ad variation
  • Campaign efficacy
  • Headline analysis


8. What does a digital marketer need to pay attention to when reviewing results in the ad variations table?

  • The variation that had the most negative feedback
  • The number of impressions each variation recorded
  • The percentages with blue stars next to them
  • The amount of clicks a variation received

9. What do the insights a digital marketer uses to evaluate the success of a marketing campaign depend on?

  • The customer metrics
  • The marketing goals
  • The new consumer surveys
  • The enrollment in loyalty programs


10. Consider the following scenario:

A marketing campaign ended. One of the goals of the campaign was to increase online sales by doubling the average order value. What metrics did a digital marketer need to monitor to help determine if the company achieved its goal? Select all that apply.

  • Amount of cart abandonments
  • Online sales revenue
  • Number of orders
  • Average order value


Shuffle Q/A 1

11. What are the different ways to calculate return on investment (ROI)? Select all that apply.

  • Calculate the revenue generated, divided by the amount spent on advertising during the campaign.
  • Subtract the marketing cost from the total sales growth during the period the campaign was run and then divide the result by the marketing cost.
  • Use customer lifetime value, which is the average revenue generated per customer over a certain period of time.
  • Add the predicted sales growth to the revenue earned during the marketing campaign and then divide by the advertising cost.

12. A digital marketer calculates the revenue generated divided by the amount spent on advertising. What does this calculation determine?

  • Sales growth
  • Return on ad spend (ROAS)
  • Profit loss
  • Return on investment (ROI)

Devendra Kumar

Project Management Apprentice at Google

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