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AMA Digital Marketing Professional Exam Questions And 100% Correct Answers
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AMA Digital Marketing Professional Exam Questions And100% Correct Answers 2025-2026
A/B Testing - ANSWER comparing two versions of a web page to see which one
performs better
Acquisition - ANSWER channels that site visits come through to get to your site.
How your visits are acquired
Attribution - ANSWER assigning values to touch points within a users journey to
conversion
Attribution Analysis - ANSWER Attribution Models:
-Last click attribution: measuring success based on click
View-Through Conversions: when a customer viewed an ad and then returns later to
complete a conversion on your site
Wholesome Attribution: all the credit to first or last click
Fractional Attribution: spreading the credit across clicks
Benchmarking - ANSWER the process of measuring a business's performance against
competitors and industry standards
Bounce Rate - ANSWER the percentage of visitors to a particular website who navigate
away from the site after viewing only one page.
Click Through Rate (CTR) - ANSWER # of users who clicked an ad / by # of impressions
(times the ad was displayed to a user)
The CTR measures the percentage of people who clicked on an ad to arrive at a
destination-site.
,Common Key Performance Indicators (KPI) - ANSWER Tie KPI's to marketing objectives,
align them to business goals, make them measurable and easily understandable
Good KPI: Increase traffic 5% month over month
Bad KPI: increase traffic each month
Some Universal KPIs:
-Web sales: look at conversion rate and cost per acquisition
-General Marketing Objective: establish a KPI for overall revenue and percentage of
new versus returning visitors
-Landing page: establish a bounce rate KPI
Content Marketing - ANSWER a strategic marketing approach focused on creating and
distributing valuable, relevant and consistent content
Conversion Rate Optimization (CRO) - ANSWER enhancement of commercial returns
from a transactional site through improving conversion to key goals such as sales,
quotes, bookings or leads. Involves integration of customer and competitor research
with review of customer behaviour using web analytics and AB/multivariate testing.
Cost per conversion - ANSWER Total cost / Total conversions
A measure of how much it costs to acquire every converting customer
Email marketing - ANSWER sending highly targeted, highly personalized,
relationship-building marketing messages via email
Engagement Rate - ANSWER Percentage of people who see a brand post and then
interact with it on social media
, Exit Pages - ANSWER Last page accessed during a visit.
The pages on a website that drive customers away
# of exits on a page / total # of page views on that page
Facebook Insights - ANSWER Tracking user interaction on your FB page
Google Adwords - ANSWER Pay to have links and/or ads placed on relevant Web pages
and in search results
Google Analytics - ANSWER Tracks website visits sessions), where they came from,
what search queries or keywords they used, how long they stayed, how many pages
they viewed and what sort of activity they engaged in while on site.
Impressions- ANSWER the number of times an advertisement appears to a user
New/Unique Visitor- ANSWER Unique: # of unduplicated visitors to your site over the
course of a defined time period
New: Users who have had at least 1 session during the selected date range. Includes
both new and returning users
Pay-per-Click (PPC) refers to paid digital marketing in which advertisers pay a fee each
time their ad is clicked. Highly targeted paid ads drive traffic to a landing page that you
may want to generate leads from.
Payment Metrics Conversions
Conversion Rate
CTR-click thru rate
Cost per conversion
Total cost
Clicks
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