Attribution Modelling

How would Google Analytics credit a channel that contributed to a conversion prior to the final interaction?

a) Primary conversion
b) Assisted conversion
c) Second-to-last-click attribution
d) Last-click attribution

Answer:
b) Assisted conversion


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.

a) First Interaction attribution model
b) Last Non-Direct Click attribution model
c) Linear attribution model
d) Position Based attribution model
e) Last Click attribution model

Answer:
a), c), d)


 

Channel X has an Assisted/Last Interaction Conversion value of exactly 1. Which of the following is true?

a) Channel X equally initiates and assists conversions
b) Channel X always initiates conversions
c) Channel X is always the last click before conversion
d) None of these is true

Answer:
d) None of these is true

Note: The correct answer would be Channel X equally assists and completes conversions.


 

In the Linear attribution model,

a) each touchpoint in the conversion path share equal credit for the conversion
b) the last touchpoint receives 100% of the credit for the conversion
c) the touchpoints closest in time to the conversion get most of the credit
d) the first touchpoint receives 100% credit for the conversion

Answer:
a) each touchpoint in the conversion path share equal credit for the conversion


 

Which of the following most accurately describes the concept of attribution in digital analytics?

a) calculating cost per click
b) determining a user’s device
c) calculating ROI
d) assigning credit for conversions
e) determining a traffic source

Answer:
d) assigning credit for conversions


 

Which of the following attribution models would be useful for evaluating ads and campaigns that are designed to create initial awareness about a brand?

a) Last Interaction model
b) Last Non-Direct Click model
c) Linear model
d) First Interaction model

Answer:
d) First Interaction model


 

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?

a) $0
b) $25
c) $50
d) $100

Answer:
b) $25

Note: The conversion credit is calculated as follows: purchase value/touch-points in the conversion path = 100/4 = 25

 

Continue with questions about Metrics & Dimensions

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4 thoughts on “Attribution Modelling

  1. Jim

    Note: The conversion credit is calculated as follows: purchase value/touch-points in the conversion path = 100/4 = 15 ( 25 )

    Reply
  2. Alesha

    There are 2 similar questions as below:
    1. 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.
    2. Which of the following attribution models would be useful for evaluating ads and campaigns that are designed to create initial awareness about a brand?

    Then why the answer for the 2nd question is only “First Interaction model” and not “Linear model” along with it.

    Reply
    1. GAIQ Team Post author

      Hello Alesha,

      the questions are similar but not the same (“give credit” vs. “create inital awareness”). The first question is an from an older version of the GAIQ, where more than one answer was possible. In the second question there is only one answer allowed.

      Reply

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