Web Traffic and Media Metrics e-Quiz Question Question Text # Answer 1 'On the internet, a site's reach is defined as:' unique visitors as a % of the total Web visitors during a given time period 2 'What is the item circled in red in the graphic below?' Banner Ad 3 'A marketer places a banner ad on a Web site that, when clicked, directs traffic (and hopefully sales) to her own Web site. To gauge the success of Click-through rate the ad, the marketer would like to know the percentage of people who clicked on the ad to the total number of impressions. This metric is called:' 4 'What is a click stream' The electronic path a user takes while navigating from site to site, and within a site from page to page 5 'A user is on one Web content page and clicks on a link to go to another page. The ads below appear after the user clicks the link, but before going to the next page. What kinds of ads are these?' Intermercial, Interstitial, Transition 6 'Some measure web traffic by the number of "hits" a Web page receives. What is a hit?' The accessing of a file on a server by a user 7 'What is meant when a Web site is described as "sticky"?' High visit duration 8 'What does CPM stand for?' Cost per thousand impressions 9 'Many ISPs use proxy servers to cache copies of frequently accessed Web pages. Which of the following consequences might this have?' Helps the ISP to maximize bandwidth, Lowers the number of visits recorded by log files, Undercounts the number of ads a site serves 10 'Which of the following is the most commonly collected Web metric?' Unique sessions 11 'True or false:The most reliable Web metric currently available to measure traffic activity on a Web site is the number of hits a Web site receives.' False 12 'Dividing a Web site's total monthly sessions by its monthly unique visitors would yield a number analogous to what?' frequency 13 '20,000 people viewed a particular Web page in one day. The page contained a total of five files, including an animated gif banner ad across the top. 1,000 people clicked on the banner. The advertiser paid a $10 The site scored 20,000 hits CPM rate to the site owner to serve the ad, plus an additional $0.25 per click-through. Which of the following is NOT accurate in describing this scenario?' 14 'True or False: Ad centric measurement from an ad network can measure true across multiple Web sites?' For use with the Fall 2000 e-business 1 class only. Please destroy this file after completing the final. Sharing these answers with students outside the e-business 1 class will be considered an honor code violation. 15 'A difficult issue in online advertising is whether to pay based on impressions or click-throughs. Depending on costs per impression, clickthrough rates, and conversion rates, either approach may be justified. Based on the following information, which company has the lowest customer acquisition costs (or cost to acquire EACH customer), assuming all customers are acquired through banner advertising?' Company B paid a CPM of $50, ran 20,000 total impressions, and achieved 1500 click-throughs (a clickthrough rate of 7.5%) with a conversion rate of 10%. 16 'Which Web metric below can be defined as a request to the server to return an advertising element?' Ad requests 17 'Which of the following allow Web sites to identify visitors to that site by obtaining information from the accessing computer's hard drive, Cookies therefore enabling more personalized information to be served upon return to that site?' 18 'A common Web metric is the number of unique users that visit a Web site. What is the standard used to determine a unique visitor?' Users marked by a GUID (Global user ID), Users marked by a cookie in the form of an ID that is attached to the user’s browser 19 'A Web site receives 10,000 hits in one day. It contains only 2 files, one of which is an ad. The site owner believes that with a $10 CPM, he has just earned $100. Is he correct?' No 'GRPs, or Gross Ratings Points, can be defined as:' the sum of all potential exposures, the sum of total ratings, the product of reach and frequency 20 For use with the Fall 2000 e-business 1 class only. Please destroy this file after completing the final. Sharing these answers with students outside the e-business 1 class will be considered an honor code violation.