Linear attribution allocates ______ credit across all touchpoints.
Last‑only
Equal
Decreasing
Increasing
Every interaction receives the same share.
Time‑decay attribution assigns greater weight to touches that occur ______ conversion.
Furthest from
Offline
Random in path
Closer to
Credit decays exponentially with time.
GA4’s default time‑decay half‑life is ______ days.
30
14
1
7
Same as Universal Analytics’ legacy setting.
A campaign with long consideration cycles (90 days) might prefer ______ attribution.
Position‑based 40‑20‑40
Last‑click
Linear
Time‑decay
Equal credit recognises early research touches.
Time‑decay tends to undervalue ______ channels.
Awareness display
Retargeting
Email reminder
Cart abandonment
Early touches lose weight over time.
Both linear & time‑decay are categorised as ______ models.
Econometric
Incrementality
Rule‑based
Data‑driven
They rely on predefined formulas rather than statistical learning.
Exponential time‑decay weight formula uses e^(‑λt), where t denotes ______.
Device ID
Cookie age
Ad spend
Time gap from conversion
Decay is a function of elapsed time.
Under position‑based 40‑20‑40, the middle 20 % credit is divided ______ among intermediate touches.
Linearly
Last‑only
Exponentially
First‑only
Each middle interaction receives equal slice, i.e., linear within the middle segment.
Switching from linear to time‑decay often raises ROAS for ______ campaigns.
Retargeting / remarketing
Prospecting display
CTV
Radio
Late‑funnel touches gain weight under decay.
The Google Ads 'Model comparison' report can show CPA impact when switching from linear to time‑decay over the last ______ days.
7
1
365
30
Default lookback for comparison is 30 days, adjustable by user.
Starter
Review the basics and retry.
Solid
Good job—polish the nuances for mastery.
Expert!
Excellent understanding.
