DEII. Part 3

A retail startup launches a display ad campaign to boost brand awareness. While impressions are high, early data shows few unique users. Which factor best explains why relying solely on impressions may lead the team to overestimate actual reach?

• Multiple exposures to the same viewers inflate the total ad views, masking how many distinct people saw the ad

• High total clicks on the ads suggest strong engagement, so the retail startup likely has a wide audience

• CPM pricing ensures that every impression reflects an entirely different audience member

Answer explanation

Impressions count how many times ads were served or displayed. A single user could see the ad multiple times, causing an impression count that far exceeds actual unique audience size.

A SaaS company notices a steady conversion rate but a rising cost per acquisition (CPA) over the last quarter. Which action is most likely to address the root cause?

• Reassessing ad targeting and bids to ensure new traffic sources yield similar or better conversion at lower cost

• Increasing product prices to offset marketing expenses, guaranteeing CPA remains unchanged

• Discontinuing retention efforts to reallocate budget solely to top-funnel acquisition channels

Answer explanation

If CPA is climbing while the conversion rate stays constant, the cost of driving each conversion has increased. Evaluating targeting strategies, keyword bids, or channel allocation can help reduce costs and restore acceptable CPA levels.

A fashion e-commerce site has a healthy first-purchase conversion rate but struggles with low repeat purchase rates. What best accounts for this discrepancy?

• Customers’ initial interest might be high, but insufficient follow-up or loyalty incentives fail to draw them back

• The brand’s first-time buyers always upgrade to premium segments, rendering repeat purchases irrelevant

• Extensive cart abandonment suggests customers never truly complete their initial transactions

Answer explanation

A strong initial purchase rate indicates appealing first offers or ads, yet if the company lacks post-purchase engagement or loyalty strategies, customers may not return. Encouraging repeat buys requires tailored incentives and nurturing.

A tech blog experiences a sudden spike in bounce rate after introducing pop-up ads on its homepage. Session duration also drops. What is the most plausible cause behind these shifting engagement metrics?

• The pop-up has reduced user confusion, making them exit quickly once satisfied with the content

• The pop-up is likely disrupting the initial user experience, prompting visitors to leave rather than explore additional pages

• The pop-up encourages visitors to read multiple articles, naturally reducing bounce rate and session duration

Answer explanation

Intrusive pop-ups can frustrate users, causing them to abandon the site before engaging further. This typically shows up as an increased bounce rate and decreased session time.

An online travel site achieves an above-average conversion rate but still faces high cart abandonment at the payment step. Internal surveys suggest confusion over hidden fees and final costs. Which hypothesis most logically explains the strong initial conversion rate yet elevated last-step drop-offs?

• Unexpected or ambiguous costs at checkout drive prospective purchasers away

• Hidden fees generally increase top-funnel metrics like click-through rate, causing lower overall traffic

• Customers who enter payment details typically do not mind extra fees, making cart abandonment unrelated to hidden costs

Answer explanation

Buyers willingly add trips to their cart, indicating compelling offers. However, hidden or ambiguous charges at checkout undermine trust, resulting in last-minute exits despite initially high intent to purchase.

An AI-powered B2B software firm monitors lead scoring across the funnel. Marketing notices many MQLs (marketing-qualified leads) never advance to SQL (sales-qualified leads). Sales claims the leads lack the authority to purchase. What primary adjustment can the marketing team make based on these funnel insights?

• Refine lead-scoring criteria to emphasize job seniority, budget authority, or company size

• Increase the frequency of promotional emails to the MQLs, irrespective of their role or authority

• Assign manual lead review to the marketing team after they’ve already been sent to sales

Answer explanation

If MQLs routinely stall before the sales-qualified stage, it suggests inadequate lead-scoring parameters. By factoring in job titles, budget responsibility, or firmographics, marketing can better align lead quality with sales expectations.

Which matches each metric with its correct definition?

• Cart Abandonment Rate

• • Average promotional spending needed to convert one lead into a sale

• CPA

• Ratio of total revenue generated to the cost of ad campaigns

• Return on Ad Spend (ROAS)

• Percentage of users who add items to the cart but leave before completing checkout

Place these steps in the logical sequence for determining monthly retention via an email campaign. Consider how an email marketing funnel might track retention metrics for a subscription box service:

• Send personalized re-engagement or upsell emails to detect brand loyalty.

• Measure how many existing subscribers remain active by period’s end.

• Calculate churn or retention rate from that data set.

• Identify monthly subscribers at the start of the period.

In a multi-touch journey, a high assisted conversion count for Pinterest ads implies ________.

• That Pinterest rarely introduces first-time visitors, focusing entirely on last-click conversions

• The channel often impacts potential buyers early in the funnel, even if a different channel later secures the final sale

• Zero synergy with other marketing activities, meaning no effect on overall conversion rates

Answer explanation

Assisted conversions acknowledge channels that contribute to driving conversions but do not finalize the purchase, underscoring their role in awareness and consideration stages. “Assisted conversions” are those conversions where a channel played a significant part before the last click, indicating mid-funnel influence.

Match each metric with the scenario it most directly describes.

• CPL (Cost Per Lead)

• The marketing team pays an agreed-upon price once a prospect fills out a B2B contact form.

• CPS (Cost Per Sale)

• The brand invests in video ads, paying only when a viewer watches at least 15 seconds.

• CPV (Cost Per View)

• The company’s billing model charges advertisers exclusively after a purchase is completed.