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Exam (elaborations)

AMA Digital Marketing Professional Exam Questions and Answers (100% Pass)

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  • AMA PCM
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  • AMA PCM

A/B Testing comparing two versions of a web page to see which one performs better Acquisition channels that site visits come through to get to your site. How your visits are acquired Attribution assigning values to touch points within a users journey to conversion Attribution Analysis...

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  • November 7, 2024
  • 31
  • 2024/2025
  • Exam (elaborations)
  • Questions & answers
  • AMA PCM
  • AMA PCM
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AMA Digital Marketing Professional
Exam Questions and Answers
(100% Pass)
A/B Testing


✓ comparing two versions of a web page to see which one performs

better




Acquisition


✓ channels that site visits come through to get to your site.

✓ How your visits are acquired




Attribution


✓ assigning values to touch points within a users journey to conversion




Attribution Analysis




Master01 | November, 2024/2025 | Latest update

, 1|Page | © copyright 2024/2025 | Grade A+

✓ Attribution Models:

✓ -Last click attribution: measuring success based on click

✓ -View-Through Conversions: when a customer sees an ad and later

returns to complete a conversion on your site

✓ -Wholesome Attribution: all credit to first or last click

✓ -Fractional Attribution: divides credit among clicks




Benchmarking


✓ the process of measuring a business's performance against competitors

and industry standards




Bounce Rate


✓ the percentage of visitors to a particular website who navigate away

from the site after viewing only one page.




Click Through Rate (CTR)


✓ # 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.




Master01 | November, 2024/2025 | Latest update

, 1|Page | © copyright 2024/2025 | Grade A+

Common Key Performance Indicators (KPI)


✓ 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



✓ Common KPIs:

✓ -online sales: examine conversion rate and cost per acquisition

✓ -Broad Marketing Obj: set a KPI for total revenue and ratio of new to

returning visitors

✓ -Landing page: create a bounce rate KPI




Content Marketing


✓ a strategic marketing approach that focuses on creating and

distributing content that is valuable, relevant and consistent




Conversion Rate Optimization (CRO)




Master01 | November, 2024/2025 | Latest update

, 1|Page | © copyright 2024/2025 | Grade A+

✓ improving the commercial returns from a transactional site through

increasing conversion to key goals such as sales, quotes, bookings or

leads. Combines customer and competitor research with evaluation of

customer behavior using web analytics and AB/multivariate testing.




Cost per conversion


✓ Total cost / Total conversions

✓ How much it costs to acquire each converting customer




Email marketing


✓ sending highly targeted, highly personalized, relationship-building

marketing messages via email




Engagement Rate


✓ Percentage of people who see a brand post and then interact with it

on social media




Exit Pages




Master01 | November, 2024/2025 | Latest update

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