Question: Using various attribution models in the Model Comparison Tool, a campaign manager notices something that makes her increase her investment in Google Display ads. What might she have seen?
- A channel received none of her investment.
- A certain channel received a bulk of her investment and disproportionally drove a low conversion
- A certain channel received a bulk of her investment and proportionally drove a high conversion volume.
- A certain channel received a small share of her investment and drove a proportionally low conversion volume.
Explanation
The provided answer key appears inconsistent with Google’s attribution guidance. The Model comparison report is used to compare attribution models and understand whether a channel is contributing more to conversions than last-click reporting suggests. That insight usually supports increasing investment when a channel is being undervalued relative to its contribution across the path to conversion. A channel with a small share of spend and a proportionally low conversion volume would not normally be the reason to raise investment in Display. Google Help+2Google Help+2
Why the other options are incorrect
A) A channel with no investment does not provide the contribution pattern that attribution analysis is meant to compare. Google Help+1
B) Heavy spend with weak conversion contribution signals inefficiency, not a reason to increase budget. Google Help+1
C) High spend with strong conversion volume can indicate good performance, but it does not reflect the typical under-credited cross-channel insight that Model comparison is used to uncover. Google Help+1
D) This listed key does not align with Google attribution logic, because low spend paired with proportionally low conversions is not a sound basis for expanding Display investment. Google Help+2Google Help+2
Source for verification
https://support.google.com/google-ads/answer/6259715
https://support.google.com/google-ads/answer/1722023
The answer(s) to the question is highlighted in the BOLD text above. You can also find more questions and answers related to the exams on the "Google Ads Display Professional Certification" page.