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Quizzes > Quizzes for Business > Marketing

Advertising Metrics Quiz: Test Your Skills

Challenge Your Knowledge of Key Ad Metrics

Difficulty: Moderate
Questions: 20
Learning OutcomesStudy Material
Colorful paper art promoting a fun quiz on Advertising Metrics

Welcome to your ultimate advertising metrics quiz, thoughtfully designed for marketing pros and students aiming to master ad performance metrics. This interactive assessment helps you identify KPIs, calculate ROAS, and interpret conversion rates with confidence. Whether you're refining campaign strategies or brushing up on core concepts, this quiz lets you test and solidify your skills. Feel free to adjust questions and answers using our intuitive quizzes editor. For more practice, explore the Digital Advertising Knowledge Quiz or dive into the Social Media Advertising Knowledge Quiz.

What is the click-through rate (CTR) when an ad receives 200 clicks and 10,000 impressions?
2%
20%
0.2%
5%
CTR is calculated by dividing clicks by impressions and multiplying by 100. Here, 200 clicks divided by 10,000 impressions equals 0.02, which is 2%.
If an advertiser spends $100 on an ad campaign and generates $500 in revenue, what is the return on ad spend (ROAS)?
500%
400%
5
0.2
ROAS is calculated as revenue divided by ad spend. Dividing $500 by $100 yields a ROAS of 5. This means for every dollar spent, five dollars were earned.
A campaign shows 1,000 impressions and 800 unique users saw the ad. What is the reach of the campaign?
1,800
1,000
200
800
Reach measures the number of unique users who saw the ad. Since 800 unique users viewed it, the reach is 800.
Which of the following is a key performance indicator (KPI) focused on user engagement with an ad?
Conversion rate
Cost per click
Click-through rate
Cost per acquisition
Click-through rate (CTR) directly measures user engagement by showing the percentage of impressions that resulted in clicks. It reflects how compelling an ad is to viewers.
How is cost per acquisition (CPA) calculated?
Total conversions divided by total clicks
Total conversions divided by ad spend
Ad spend divided by total clicks
Ad spend divided by total acquisitions
CPA is calculated by dividing the total ad spend by the number of acquisitions (conversions). This gives the average cost to acquire one customer.
How do you calculate the conversion rate for an ad campaign?
Conversions divided by impressions
Conversions divided by clicks
Clicks divided by impressions
Clicks divided by conversions
Conversion rate is the number of conversions divided by the number of clicks. It reflects the percentage of clickers who complete the desired action.
If a campaign has a spend of $2,000 and generates $8,000 in revenue, what is the ROAS?
4
600%
400%
0.25
ROAS is revenue divided by spend. Dividing $8,000 by $2,000 yields 4, meaning $4 earned for each $1 spent.
A campaign reports 50,000 impressions and 45,000 reach. What is the average frequency?
50,000
1.11
0.9
45,000
Average frequency is calculated by dividing impressions by reach. Here, 50,000 impressions divided by 45,000 reach equals approximately 1.11.
Which metric would best indicate low engagement if impressions are high but clicks are minimal?
High conversion rate
High reach
High frequency
Low click-through rate
A low click-through rate (CTR) indicates that very few users are clicking on the ad despite many impressions, signaling low engagement.
If CPA increases while conversion rate remains constant, what does that imply?
Ad spend decreased
Cost to acquire each customer increased
Click-through rate decreased
Revenue increased
An increase in CPA with a constant conversion rate means the total ad spend went up relative to conversions. Hence, the cost to acquire each customer has increased.
Which metric primarily measures brand awareness rather than direct user action?
Conversion rate
Cost per acquisition
Click-through rate
Impressions
Impressions measure how many times an ad is served, which is a core metric for brand awareness because it shows exposure rather than direct actions.
In evaluating two campaigns, Campaign A has 3% CTR and Campaign B has 2% CTR. What can you infer?
Campaign A has more impressions
Campaign B has more reach
Campaign B has higher engagement
Campaign A has higher engagement
A higher CTR indicates greater engagement per impression. Campaign A's 3% CTR shows better engagement compared to Campaign B's 2%.
What happens to reach if you increase your ad frequency without changing impressions?
Reach doubles
Reach decreases
Reach stays the same
Reach increases
Frequency equals impressions divided by reach. If impressions remain constant and frequency increases, reach must decrease to satisfy the formula.
Which formula correctly represents cost per click (CPC)?
Ad spend divided by total conversions
Total clicks divided by ad spend
Conversions divided by clicks
Ad spend divided by total clicks
CPC is calculated by dividing total ad spend by the number of clicks the campaign receives. This yields the average cost per click.
A campaign has 1,000 clicks and 40 conversions. What is the conversion rate?
40%
25%
2.5%
4%
Conversion rate is conversions divided by clicks. Dividing 40 by 1,000 yields 0.04, or 4%.
Campaign A spent $2,000 for 200 conversions. Campaign B spent $1,800 for 150 conversions. Which campaign has the lower cost per acquisition (CPA)?
Campaign A has a CPA of $9
Campaign B has a CPA of $12
Campaign A has a CPA of $10
Campaign B has a CPA of $9
CPA is calculated by dividing spend by conversions. Campaign A's CPA is $2,000/200 = $10, and Campaign B's CPA is $1,800/150 = $12. Campaign A has the lower CPA.
If a campaign's click-through rate remains stable but its conversion rate drops significantly, what is the most likely cause?
Landing page issue
Ad creative malfunction
Budget too high
Impressions too low
A stable CTR with a declining conversion rate suggests users are clicking but not converting once they arrive. This often indicates a problem on the landing page or post-click experience.
Two campaigns each reach 20,000 unique users. Campaign X generates 80,000 impressions, Campaign Y generates 60,000 impressions. Which campaign has the higher frequency and what is that frequency?
Campaign X with a frequency of 4
Campaign Y with a frequency of 4
Campaign X with a frequency of 3
Campaign Y with a frequency of 3
Frequency is impressions divided by reach. Campaign X's frequency is 80,000/20,000 = 4, while Campaign Y's frequency is 60,000/20,000 = 3. Thus, Campaign X has the higher frequency.
Given the following frequency distribution: 8,000 users saw the ad once, 6,000 saw it twice, 3,000 saw it three times, 3,000 saw it four times; total reach 20,000. What is the effective reach at three or more exposures?
6,000
3,000
30%
15%
Effective reach at three or more exposures counts users with three and four exposures: 3,000 + 3,000 = 6,000. Dividing by total reach (20,000) yields 0.30 or 30%.
In the context of ad spend, which concept describes the point at which additional spending yields progressively smaller gains in reach or conversions?
Frequency cap
Diminishing returns
Scale efficiency
Marginal cost
Diminishing returns occur when each additional unit of spend produces a smaller incremental gain in reach or conversions. It reflects the decreasing efficiency of extra budget.
0
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Learning Outcomes

  1. Analyze click-through rate results
  2. Calculate return on ad spend
  3. Evaluate impressions and reach metrics
  4. Identify key performance indicators in campaigns
  5. Apply cost per acquisition formulas
  6. Interpret conversion rate variations

Cheat Sheet

  1. Understand Click-Through Rate (CTR) - CTR tells you what percentage of people who saw your ad actually clicked on it, so it's like the applause meter for your creative. Calculate it with (Total Clicks ÷ Total Impressions) × 100 and strive for higher scores to show you're nailing the message. A-Z Guide: PPC Performance Metrics Explained
  2. Calculate Return on Ad Spend (ROAS) - ROAS measures how many dollars you get back for each dollar spent, essentially your campaign's profit report card. Use Revenue from Ads ÷ Ad Spend to see if your ads are high-fiving your bottom line or giving you a cold shoulder. Key Performance Indicators
  3. Evaluate Impressions and Reach - Impressions count how many times your ad pops up, while reach tells you how many unique eyeballs saw it - think of impressions as movie re-runs and reach as distinct moviegoers. Balancing both helps you judge total visibility and real audience size. 10 Key Ad Metrics to Track Campaign Performance
  4. Identify Key Performance Indicators (KPIs) - KPIs like CTR, conversion rate, and ROAS are your campaign's vital signs; checking them regularly keeps you in tune with ad health. These metrics spotlight what's winning or winking out so you can tweak in real time. Key Performance Indicators
  5. Apply Cost Per Acquisition (CPA) Formulas - CPA shows the price tag of winning a new customer by dividing your total ad spend by the number of acquisitions. Keeping CPA in line with what you can afford ensures you're growing without burning cash. Advertising Formulas: The 8 Ad Equations Marketers Must Know
  6. Interpret Conversion Rate Variations - Conversion rate is the percentage of clicks that turn into actions, like sales or sign-ups, using (Conversions ÷ Clicks) × 100. Spotting trends in highs and lows points you toward pages that shine or need a makeover. Key Performance Indicators
  7. Grasp Cost Per Mille (CPM) - CPM, or cost per thousand impressions, helps you budget for big-picture visibility; calculate it with (Total Cost ÷ Impressions) × 1,000. It's perfect for brand-awareness blitzes where you want your name echoing across the web. Cost per mille
  8. Monitor Cost Per Click (CPC) - CPC tells you exactly how much each click costs, making it the best tool for budget hawks who want to squeeze every cent of value. Adjust bids and creatives to keep CPC low while maximizing impact. A-Z Guide: PPC Performance Metrics Explained
  9. Assess Quality Score - Google's Quality Score grades your ad relevance, keywords, and landing pages on an A - F scale; a higher score means lower costs and better placements. Think of it as your report card from Google - aim for straight A's! A-Z Guide: PPC Performance Metrics Explained
  10. Understand Bounce Rate - Bounce rate is the percentage of visitors who leave after one page view, and a sky-high bounce rate could signal boring or confusing landing pages. Lower it by improving content relevance and adding clear calls to action. Key Performance Indicators
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