Section 1 - Instruction

Previously, you learned about the key metrics that power digital advertising. Remember, CPM is for views, CPC is for clicks, CPA is for actions, and CTR measures engagement. Let's practice applying them.

Engagement Message

Which metric seems most important for a business focused purely on sales?

Section 2 - Practice

Type

Swipe Left or Right

Practice Question

Let's match each advertising goal to its most important metric. Swipe left for cost-focused metrics and right for the main performance-focused metric.

Labels

  • Left Label: Cost Models
  • Right Label: Performance Metric

Left Label Items

  • Paying for every 1,000 ad views (CPM)
  • Paying only when someone clicks (CPC)
  • Paying only for a completed sale (CPA)

Right Label Items

  • Measuring the percentage of clicks (CTR)
Section 3 - Practice

Type

Fill In The Blanks

Markdown With Blanks

An e-commerce store wants to drive traffic to its new product page. They should focus on optimizing their [[blank:CPC]]. To measure how compelling their ad creative is, they should monitor their [[blank:CTR]]. If their main goal is brand awareness, they would buy ads based on [[blank:CPM]].

Suggested Answers

  • CPC
  • CTR
  • CPM
  • CPA
Section 4 - Practice

Type

Multiple Choice

Practice Question

Your ad was shown 20,000 times and received 400 clicks. What is your Click-Through Rate (CTR)?

A. 4% B. 2% C. 0.5% D. 20%

Suggested Answers

  • A
  • B - Correct
  • C
  • D
Section 5 - Practice

Type

Sort Into Boxes

Practice Question

Sort these advertiser goals by the primary metric they would use to measure success.

Labels

  • First Box Label: Goal: Clicks (CPC)
  • Second Box Label: Goal: Sales (CPA)

First Box Items

  • Drive website traffic
  • Get blog readers
  • Promote a new tool

Second Box Items

  • Sell products
  • Get sign-ups
  • Generate leads
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