Instructions and covered skills
Read each scenario carefully before selecting an answer. Focus on the stated conversion goal, measurement method, and reporting requirement. Work in a quiet setting and turn off notifications that may interrupt your concentration. Do not assume a tracking implementation is correct merely because a tag appears on a page. Consider how Google Ads records, deduplicates, and attributes conversion data. Review your selections before submitting the test.
Key Areas
This test evaluates practical knowledge of Google Ads conversion measurement and attribution configuration. Candidates work with conversion actions for purchases, lead submissions, phone calls, and other business outcomes. They should understand how primary and secondary conversion actions affect the Conversions column, campaign optimization, and reporting views.
The assessment also covers counting settings, conversion values, conversion windows, view-through settings, and attribution models. Strong performance requires selecting settings that reflect the actual customer journey and the organization’s reporting objective. Candidates should be able to distinguish between recording each transaction and recording one lead per ad interaction.
Implementation knowledge is also assessed. This includes Google tags, Google Tag Manager triggers, conversion linker behavior, transaction ID deduplication, cross-domain journeys, and validation using platform diagnostics. Candidates should recognize common causes of missing, duplicated, or misattributed conversions.
Privacy-aware measurement is another focus. Candidates should understand enhanced conversions, hashed first-party customer data, consent mode signals, and the limits of modeled reporting. They should know how these features support measurement while respecting a site visitor’s consent choices.
Recommended Preparation
Review the Google Ads conversion action setup flow and compare settings for ecommerce sales, lead generation, calls, and imported events. Practice deciding which actions should be primary, how values should be assigned, and which counting choice fits a stated business outcome. Examine tag firing conditions in Google Tag Manager and learn how to use Tag Assistant and Google Ads diagnostics to investigate implementation issues.
Study the relationship between Google Ads and GA4 conversions, including import timing, event naming, and attribution differences. Review data-driven attribution, last-click attribution, conversion windows, and the role of engaged-view and view-through conversions. Finally, become familiar with enhanced conversions and consent mode requirements so that measurement designs account for both data quality and user privacy.