Google Ads Measurement study plan

Map the full Google Ads to Google Analytics measurement chain, listing which settings live in the Ads account, which live in the Analytics property, and which are inherited from a linked admin level

Configure and verify account linking between a Google Ads account and a Google Analytics 4 property, including auto-tagging and the Ads conversion import setting

Distinguish Google Ads conversion actions from GA4 key events and explain when each should be the source of truth for bidding

Write a one-page decision rule for choosing primary versus secondary conversion actions in a given scenario

Set up GA4 key events from scratch and mark them as conversions for Ads import

Build a tagging plan that maps each business action to an event name, parameter set, and counting method

Configure conversion counting (once per click vs every) and attribution windows for two contrasting conversion types

Audit an existing setup for duplicate counting between imported GA4 conversions and native Ads conversion tags

Enable enhanced conversions and describe how hashed first-party data is matched and reported

Implement Consent Mode v2 concepts and explain how consent state affects conversion and remarketing data in Ads

Set up cross-domain measurement and verify that conversions are attributed to the correct source domain

Document the filters and data-quality checks that keep internal and spam traffic out of conversion reporting

Define the metric hierarchy from impression through click, landing, conversion, and revenue, and state which metric answers which question

Interpret cost-per-action, return on ad spend, and conversion rate together instead of in isolation

Explain the difference between attributed conversions, modeled conversions, and observed conversions in reporting

Calculate break-even conversion rate and target cost per acquisition from margin and average order value inputs

Compare last-click, data-driven, and position-based attribution on the same conversion path and explain the resulting bid impact

Read a GA4 exploration report to isolate which campaign, channel, and landing page combination drives conversions

Distinguish conversion lag from reporting delay and use lag data to set a fair evaluation window

Segment performance by device, new versus returning users, and geography to find where conversion rate diverges

Diagnose a performance drop using a structured checklist that separates tracking breakage from genuine demand or auction shifts

Build a budget reallocation proposal that moves spend from a low-return segment to a high-return segment with stated assumptions

Set bid strategy guardrails (target CPA, target ROAS, portfolio constraints) and justify each threshold with data

Design a controlled test with a defined success metric, sample-size expectation, and stopping rule

Translate a conversion-rate insight into a landing-page or audience change and specify how the change will be measured

Use value-based bidding inputs to argue for or against shifting budget toward higher-value conversions

Identify and correct a measurement artifact that would otherwise trigger a wrong optimization decision

Prioritize a backlog of optimization ideas by expected value, effort, and confidence

Rehearse scenario questions that combine setup, metrics, and action in a single case

Audit a full mock account end to end and produce findings across all three domains

Review weak areas flagged in earlier weeks and close the two largest gaps

Practice explaining trade-offs aloud in under two minutes per scenario