WGU Digital Marketing Science (D378) –
Advanced Practice Exam Questions and
Correct Answers (Verified
Answers)
Question 1
A marketing analyst observes that a company’s paid search campaign generates 1,000 clicks at
$2 per click. Of those visitors, 40 convert into customers with an average order value of $150.
What is the return on ad spend (ROAS)?
A. 2.5
B. 3.0 (Correct Answer)
C. 4.0
D. 6.0
Rationale:
Total ad spend = 1,000 × $2 = $2,000
Revenue = 40 × $150 = $6,000
ROAS = $6,000 / $2,000 = 3.0
Question 2
A company runs an A/B test on two landing page designs. Version A has a conversion rate of
5%, while Version B has a conversion rate of 6%. Which factor must be verified before declaring
Version B the winner?
A. Bounce rate
B. Statistical significance (Correct Answer)
C. Page load time
D. Marketing budget
,Rationale:
A difference in conversion rate must be tested for statistical significance to ensure it is not due
to random variation.
Question 3
A marketing analyst notices a high click-through rate but a very low conversion rate in a display
campaign. What is the most likely issue?
A. Poor keyword targeting
B. Mismatch between ad messaging and landing page content (Correct Answer)
C. Too many impressions
D. Excessive brand awareness
Rationale:
When CTR is high but conversions are low, it often indicates message mismatch or poor
landing page alignment.
Question 4
Which metric best measures the profitability of acquiring a customer in digital marketing?
A. Click-through rate
B. Bounce rate
C. Customer acquisition cost (CAC) compared with lifetime value (LTV) (Correct Answer)
D. Impressions
Rationale:
Marketing profitability depends on LTV exceeding CAC.
Question 5
A marketing team wants to determine whether an increase in conversions is due to a new email
campaign rather than seasonal demand. What analytical method should they use?
A. Regression discontinuity
B. Controlled A/B testing with a holdout group (Correct Answer)
C. Keyword analysis
D. Impression share
,Rationale:
A holdout control group isolates the campaign’s impact.
Question 6
In attribution modeling, which model gives all credit for a conversion to the first interaction a
user has with a brand?
A. Linear attribution
B. Time-decay attribution
C. First-touch attribution (Correct Answer)
D. Position-based attribution
Rationale:
First-touch attribution emphasizes initial awareness sources.
Question 7
Which scenario most clearly demonstrates multi-touch attribution necessity?
A. A user purchases immediately after clicking a display ad
B. A user sees a social ad, reads blog content, clicks a retargeting ad, then purchases
(Correct Answer)
C. A user clicks a search ad and converts instantly
D. A user directly visits a website and purchases
Rationale:
Multi-touch attribution tracks multiple interactions influencing a conversion.
Question 8
A digital marketing team notices that website visitors spend an average of 10 seconds on a
landing page before leaving. Which metric would confirm whether the page is failing to engage
users?
A. Conversion rate
B. Bounce rate (Correct Answer)
C. Return on ad spend
D. Customer lifetime value
, Rationale:
High bounce rates suggest poor user engagement or relevance.
Question 9
Which factor most directly improves Quality Score in paid search advertising?
A. Budget increases
B. Impression share
C. Ad relevance and landing page experience (Correct Answer)
D. Geographic targeting
Rationale:
Quality Score depends on expected CTR, ad relevance, and landing page quality.
Question 10
A company wants to evaluate which marketing channel contributes most to customer lifetime
value rather than initial conversion volume. Which analysis should be used?
A. Conversion rate analysis
B. Cohort analysis (Correct Answer)
C. Keyword research
D. Impression tracking
Rationale:
Cohort analysis compares long-term customer behavior across acquisition channels.
Question 11
Which metric measures the percentage of users who click an ad after seeing it?
A. Conversion rate
B. Click-through rate (CTR) (Correct Answer)
C. Cost per acquisition
D. Cost per click
Rationale:
CTR = Clicks ÷ Impressions.
Advanced Practice Exam Questions and
Correct Answers (Verified
Answers)
Question 1
A marketing analyst observes that a company’s paid search campaign generates 1,000 clicks at
$2 per click. Of those visitors, 40 convert into customers with an average order value of $150.
What is the return on ad spend (ROAS)?
A. 2.5
B. 3.0 (Correct Answer)
C. 4.0
D. 6.0
Rationale:
Total ad spend = 1,000 × $2 = $2,000
Revenue = 40 × $150 = $6,000
ROAS = $6,000 / $2,000 = 3.0
Question 2
A company runs an A/B test on two landing page designs. Version A has a conversion rate of
5%, while Version B has a conversion rate of 6%. Which factor must be verified before declaring
Version B the winner?
A. Bounce rate
B. Statistical significance (Correct Answer)
C. Page load time
D. Marketing budget
,Rationale:
A difference in conversion rate must be tested for statistical significance to ensure it is not due
to random variation.
Question 3
A marketing analyst notices a high click-through rate but a very low conversion rate in a display
campaign. What is the most likely issue?
A. Poor keyword targeting
B. Mismatch between ad messaging and landing page content (Correct Answer)
C. Too many impressions
D. Excessive brand awareness
Rationale:
When CTR is high but conversions are low, it often indicates message mismatch or poor
landing page alignment.
Question 4
Which metric best measures the profitability of acquiring a customer in digital marketing?
A. Click-through rate
B. Bounce rate
C. Customer acquisition cost (CAC) compared with lifetime value (LTV) (Correct Answer)
D. Impressions
Rationale:
Marketing profitability depends on LTV exceeding CAC.
Question 5
A marketing team wants to determine whether an increase in conversions is due to a new email
campaign rather than seasonal demand. What analytical method should they use?
A. Regression discontinuity
B. Controlled A/B testing with a holdout group (Correct Answer)
C. Keyword analysis
D. Impression share
,Rationale:
A holdout control group isolates the campaign’s impact.
Question 6
In attribution modeling, which model gives all credit for a conversion to the first interaction a
user has with a brand?
A. Linear attribution
B. Time-decay attribution
C. First-touch attribution (Correct Answer)
D. Position-based attribution
Rationale:
First-touch attribution emphasizes initial awareness sources.
Question 7
Which scenario most clearly demonstrates multi-touch attribution necessity?
A. A user purchases immediately after clicking a display ad
B. A user sees a social ad, reads blog content, clicks a retargeting ad, then purchases
(Correct Answer)
C. A user clicks a search ad and converts instantly
D. A user directly visits a website and purchases
Rationale:
Multi-touch attribution tracks multiple interactions influencing a conversion.
Question 8
A digital marketing team notices that website visitors spend an average of 10 seconds on a
landing page before leaving. Which metric would confirm whether the page is failing to engage
users?
A. Conversion rate
B. Bounce rate (Correct Answer)
C. Return on ad spend
D. Customer lifetime value
, Rationale:
High bounce rates suggest poor user engagement or relevance.
Question 9
Which factor most directly improves Quality Score in paid search advertising?
A. Budget increases
B. Impression share
C. Ad relevance and landing page experience (Correct Answer)
D. Geographic targeting
Rationale:
Quality Score depends on expected CTR, ad relevance, and landing page quality.
Question 10
A company wants to evaluate which marketing channel contributes most to customer lifetime
value rather than initial conversion volume. Which analysis should be used?
A. Conversion rate analysis
B. Cohort analysis (Correct Answer)
C. Keyword research
D. Impression tracking
Rationale:
Cohort analysis compares long-term customer behavior across acquisition channels.
Question 11
Which metric measures the percentage of users who click an ad after seeing it?
A. Conversion rate
B. Click-through rate (CTR) (Correct Answer)
C. Cost per acquisition
D. Cost per click
Rationale:
CTR = Clicks ÷ Impressions.
