Question: Your client’s CEO asked their CMO for the revenue contribution and ROI of last year’s total marketing budget. The CMO’s annual marketing portfolio included online and offline channels, across both brand and performance media. Which measurement solution should the client use?
- Multi-Touch Attribution (MTA)
- Performance Planner
- Incrementality experiments
- Marketing Mix Modeling (MMM)
Explanation
Marketing Mix Modeling estimates the revenue impact and ROI of marketing investments across online and offline channels. It is designed for portfolio-level analysis, including brand media, performance media, seasonality, pricing, promotions, and external business factors. This makes it suitable when leadership needs a total marketing budget view rather than a single-channel attribution view. It helps connect aggregate media spend to business outcomes when user-level paths are incomplete or unavailable.
Why the other options are incorrect
Measurement solution is only a prompt label, not a Google Ads measurement methodology.
Multi-Touch Attribution focuses on assigning credit across digital touchpoints and does not cover the full offline and brand media portfolio.
Incrementality experiments measure causal lift for specific interventions, not annual total-budget ROI across all channels.
Performance Planner forecasts Google Ads campaign performance and budget scenarios, not total marketing contribution across online and offline media.
Source for verification
https://support.google.com/google-ads/answer/11766016
https://support.google.com/google-ads/answer/12320285
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 - Measurement Certification" page.