Google Ads Measurement Certification – Knowledge Check Assessment Answers

Here you’ll find all possible real exam questions & answers for the latest Google Measurement Certification knowledge check assessment available in Google Skillshop. Please note that these answers are for knowledge assessment only. If you’re looking for Google Measurement certification assessment answers, check this link – Google Ads Measurement Certification Answers.

Link to the official certification exam page:  Measurement Knowledge Check Assessment.

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For video campaigns, the last impression of a video ad will get credit for the view-through conversion.





What can be used to customize how the data is tracked in the Conversions column?


Auction Insights report

Custom tables

Include in Conversions setting

Modify Columns setting


Which three of the following actions can improve your conversion rate?


Don’t use negative keywords

Use negative keywords to further refine audience traffic

Use specific keywords for better conversion rates

Use the Search Terms report to reach the right customers


Which two of the following statements are true about Attribution reports?


App conversions and store visits are included in Attribution reports

App conversions and store visits are not included in Attribution reports

Attribution reports can help you estimate how changes to your attribution model might impact conversion reporting

Attribution reports can help you evaluate and optimize performance after you’ve changed your attribution model


A company that designs coffee mugs wants to see which of their video creatives makes viewers remember their brand best. Which of the following Google tool can they use to find out?


Ad recall

Brand favorability

Brand Lift

Conversion Lift


Which of the following attribution models uses machine learning to evaluate individual customer paths?



Last interaction


Time decay


Hiroko is running a Search campaign for a couple of months and would like to make some improvements. Identify three ways that she can optimize her campaign after assessing performance.


Assess which audience targeting is performing best and double down

Don’t make changes until the campaign has been running for at least six months

Remove poorly performing creative and test out new creative

Turn on automated bidding


Jason is running a video campaign and realizes that while his overall views are high, his engagement rates are low. Which three of the following questions could he ask to investigate?


Was the creative effective in getting attention and highlighting the brand?

Was the right audience targeted?

Were enough people shown the video?

Were there any possible executional missteps?


Which three of the following are good measurement habits for any individual or company?


Bring data to all of your meetings

Encourage learning from failure

Look at data only every month or so

Run tests continuously


Jane clicks on a Search ad for lipstick then buys it online three days later by clicking on a Facebook ad. On which day would Google Ads credit the conversion?


24 hours after the purchase, to ensure payment is processed

Never, since the last interaction was with Facebook

The day the ad is clicked

The day the purchase is made


Match each of the following conversion metrics that you can use to view conversion data with the correct description.


1. Conversion rate (Conv. rate)
2. Cost per conversion (Cost/conv.)
3. Conversion value per click (Conv. value/click)
4. Conversion value (Conv. value)
5. Conversion value per cost (Conv. value/cost)

Tells you how much, on average, each of your conversions cost. It’s calculated by dividing your total cost by the number in your “Conversions” column (2)
Estimates your return on investment. It’s calculated by dividing your total conversion value by the total cost of all ad interactions (5)
Tells you how often, on average, an ad click or other ad interaction leads to a conversion. It’s calculated by dividing “Conversions” by the total eligible interactions (like ad clicks or video ad views (1)
Is the sum of conversion values for your “Conversions.” You have to enter a value for your conversion actions (4)
Is your total conversion value divided by the number of eligible clicks (3)


Which two of the following statements are true about conversion tracking?


An extra snippet of code needs to be added to Google Ads to help track user interactions with your site

Budgets automatically get shifted to the most productive ads

It can track ad interactions and identify the ads most valuable to your business

The best performing ads provide insight into creating new and improved creatives


Bob owns a small café with a Google My Business listing, but he’d love to have a mobile-friendly website as well. He doesn’t know much about creating websites. What’s a tool that Bob can use to create his site?





Website builder


If someone is using Google My Business to promote their restaurant online and attract new customers, what feature can be used to encourage new people to try them out?


Customer reviews

Dynamic ads

In-search call button



The Google My Business messaging tool allows customers to reach business owners through what type of communication?


Bulletin boards


Text messaging

Video chat


What are the verification options for businesses with 10 or more locations?


They can enter their location information in bulk but will have to verify each location individually

They can import and verify their locations in bulk

They only need to verify one location, and the rest will be automatically verified

They’ll have to enter and verify their locations individually


Choose which conversion count option would allow you to measure and improve your sales. 





Google offers various methods for tracking phone calls from ads, websites, and mobile sites. Match each of the following conversion tracking goals with the correct method. 


1. Track phone numbers on a mobile website
2. Track calls from ads
3. Track calls to a phone number on a website

Use a Google forwarding number (3)
Add call extension to your Google ad (2)
Track clicks on a text link, image, or button (1)


Google’s video conversions can occur from three different customer actions. Match each conversion action with the correct output. 


1. View-based/view engagement
2. Click-through
3. View-through

Click-based; 30-day default window (2)
Watches the ad for 30 seconds or through the end; 30-day default window (1)
Impression-based; 24-hour default window (3)


If using Google Tag Manager, which of the following sitewide tagging solutions would be used to measure conversions?


Add on the conversion linker tag to Google Tag Manager

Install gtag.js tags

Link Google Ads and Google Analytics accounts

Sitewide tagging is already in place, so no action is needed


Which two of the following conversion tracking options are available when setting up in-app conversion tracking?




Google Play



Match each stage of the customer journey with an associated marketing objective. 


1. Awareness
2. Purchase
3. Consideration
4. Loyalty

Average order size (2)
Brand favorability (3)
Customer referrals (4)
Brand recall (1)


Many customer journeys begin with an awareness of a brand and end with a repeat buyer. Place the marketing objectives of the customer journey below in the correct order. 


1. Build awareness
2. Influence consideration
3. Drive purchases
4. Grow loyalty


Match the following objectives with the correct description. 


1. Media Objectives
2. Campaign Metrics
3. Marketing Objectives
4. Business Objective

A broad top level goal of your company. This goal typically focuses on increasing revenue, profit margin or volume (for example, units sold) (4)
These are the individual metrics you use to measure the success of your media objectives (2)
The goals for each medium through which your marketing objectives are completed. For example, the goal of your YouTube campaign (1)
Marketing goals that support the business objectives such as building awareness (3)


A candle company is writing copy for a new Display ad. They want to use it to influence consideration for their product. What should they do with their creative? 


Focus on a specific offer or a product (upsell)

Focus on brand attributes or product value proposition

Focus on story-telling around the brand

Include an implicit or explicit call-to-action (Buy Now, Buy Here, Shop Here, etc.)


Which three of the following aspects are needed when writing a strong key performance indicator (KPI)? 


It has a defined timeframe

It is aggressive

It is clear

It is measurable


Giovanni runs a small bike company. Which tool can he use to turn his ad data into beautiful visual reports?



Analytics 360

Data Studio



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