Branch
Digital & Marketing Analytics interview questions
Incrementality, campaign economics, Adobe Analytics, GA4, experimentation tools and site measurement that survive a finance review.
32 practice questions · 7 subtopics · hints and unlimited attempts
What this branch covers
Attribution & Incrementality
Proving what marketing spend actually causes.
Attribution & Incrementality questionsCampaign & Funnel Analytics
Spend, conversion and efficiency math.
Campaign & Funnel Analytics questionsSite & SEO Analytics
On-site measurement and organic performance.
Site & SEO Analytics questionsUnit Economics
CAC, LTV, margin, payback periods and the economics behind growth.
Unit Economics questionsAdobe Analytics
Events, eVars, props, segments, classifications and implementation diagnosis.
Adobe Analytics questionsGoogle Analytics 4
Event models, sessions, attribution, consent and reporting limitations.
Google Analytics 4 questionsTesting & Personalization Tools
Adobe Target, experience targeting, flicker, measurement and causal validation.
Testing & Personalization Tools questions
All Digital & Marketing Analytics questions
Why last-click flatters brand search
Identify the bias in last-click attribution.
Attribution & Incrementality · multiple choice · easy · 5 min
Blended ROAS from spend and revenue
Compute blended return on ad spend.
Campaign & Funnel Analytics · numeric · easy · 5 min
Cost per acquisition by channel
ProAggregate campaign spend into per-channel CPA and rank it.
Campaign & Funnel Analytics · sql · medium · 15 min
Incrementality test for brand search spend
ProProve whether brand search ads add sales or harvest them.
Site & SEO Analytics · scenario · medium · 20 min
Which attribution model over-credits early touchpoints
A customer sees a Facebook ad (first touch), later clicks a Google search ad, then converts after an email.
Attribution & Incrementality · multiple choice · medium · 6 min
Prove paid social is actually incremental
ProYour paid social campaigns report a 4x ROAS from the ad platform's attribution.
Attribution & Incrementality · scenario · hard · 20 min
ROAS looks great, is the campaign profitable
A campaign spent $10,000 and drove $40,000 in revenue (ROAS = 4).
Campaign & Funnel Analytics · numeric · medium · 6 min
Is the LTV:CAC healthy
A SaaS product has customer lifetime value (LTV) of $900 and customer acquisition cost (CAC) of $300.
Unit Economics · numeric · easy · 5 min
MMM vs multi-touch attribution
ProWith third-party cookies deprecating, a CMO asks why the team is investing in Marketing Mix Modeling (MMM) instead of relying on multi-touch...
Attribution & Incrementality · multiple choice · medium · 6 min
Measure a brand campaign with no direct conversions
ProMarketing runs a $5M brand awareness campaign (TV + video) with no direct-response call to action.
Site & SEO Analytics · scenario · medium · 15 min
Is this campaign's traffic real
ProA display campaign suddenly shows a huge spike in clicks and traffic but flat conversions.
Campaign & Funnel Analytics · scenario · medium · 15 min
Measure an Instagram subway campaign
ProInstagram plans a display campaign in New York City subway stations.
Attribution & Incrementality · scenario · medium · 18 min
Measure an email campaign's success
Airbnb sends a destination-inspiration email to eligible travelers.
Campaign & Funnel Analytics · scenario · medium · 16 min
Allocate budget with conflicting attribution models
ProA customer sees a paid-social ad, later searches the brand, clicks a paid-search ad, and buys.
Attribution & Incrementality · scenario · hard · 22 min
Surface promotions that need attention
ProTarget runs hundreds of promotions across channels.
Campaign & Funnel Analytics · scenario · medium · 18 min
Expected cost of a rider coupon
Lyft gives a $5 coupon to 20,000 riders.
Campaign & Funnel Analytics · numeric · easy · 8 min
Choose between a prop and an eVar
Stakeholders want to know which internal search term a shopper used before an order placed several pages later.
Adobe Analytics · multiple choice · easy · 5 min
Explain channel counts that do not add up
Channel rows for unique visitors sum to more than the report total for the same period.
Adobe Analytics · multiple choice · medium · 6 min
Pick the right segment container
ProYou need people who viewed a product page and also ordered at some point in the window, not necessarily in the same visit.
Adobe Analytics · multiple choice · medium · 7 min
Clean up two years of messy campaign codes
ProHistorical tracking codes need to be grouped into channel, region, and creative, including past data.
Adobe Analytics · multiple choice · medium · 6 min
Read the occurrences metric honestly
A stakeholder reads occurrences next to internal search terms as the number of people who searched.
Adobe Analytics · multiple choice · easy · 5 min
Diagnose a page-view drop after a tag release
Adobe Analytics page views fall 35% overnight after a tag release while backend orders stay flat.
Adobe Analytics · scenario · medium · 15 min
Choose the right Adobe Target activity type
Marketing wants a clean read on which of three homepage heroes drives the most subscriptions.
Testing & Personalization Tools · multiple choice · easy · 5 min
Fix flicker in a client-side test
ProQA sees the original hero flash before the test hero appears.
Testing & Personalization Tools · multiple choice · medium · 6 min
Push back on a personalization lift claim
ProAn Experience Targeting activity shows loyalty members converting 20% higher than the default experience.
Testing & Personalization Tools · multiple choice · medium · 6 min
Plan measurement for a personalized homepage
ProA retailer wants the logged-in homepage personalized and wants proof it is worth keeping.
Testing & Personalization Tools · scenario · hard · 20 min
Explain the GA4 data model to a stakeholder
A stakeholder moving from Universal Analytics asks why everything in GA4 looks like an event.
Google Analytics 4 · multiple choice · easy · 5 min
Count sessions after a long pause
A visitor reads for 40 minutes with no interaction, then clicks a link.
Google Analytics 4 · multiple choice · medium · 6 min
Handle an (other) row in a GA4 report
ProAn (other) row absorbs 18% of page-path rows in a standard report.
Google Analytics 4 · multiple choice · medium · 7 min
Interpret a shift in attribution credit
ProPaid search conversions fall 12% and email rises after an attribution model change.
Google Analytics 4 · multiple choice · medium · 6 min
Use modeled conversions responsibly
ProWith consent mode active, a GA4 report includes modeled conversions.
Google Analytics 4 · multiple choice · medium · 6 min
Reconcile GA4 purchases with the order table
GA4 reports 30% fewer purchases than the order table for the same week.
Google Analytics 4 · scenario · medium · 15 min
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