Digital Marketing and Social Media
What this domain tests
Paid, owned and earned channels, the funnel metrics connecting them, search and social mechanics, and targeting under privacy constraints.
Core rules
- Funnel arithmetic: impressions to clicks (CTR), to sessions, to conversions (CVR), to orders. CPA equals spend divided by conversions.
- ROAS equals revenue divided by spend; ROI equals (gross profit minus spend) divided by spend. Break-even ROAS equals 1 divided by contribution margin.
- SEO rests on technical crawlability, on-page intent match and off-page authority. SEM Quality Score draws on expected CTR, ad relevance and landing page experience, and it moves CPC.
- Platform choice follows format and intent. Influencer disclosure must be clear and prominent. Whitelisting beats one-off posts for measurement.
- Last-click over-credits closers; validate with incrementality tests such as geo holdouts.
Worked example
Spend 100,000 yields 1,000,000 impressions, CTR 0.8% gives 8,000 clicks, CVR 3% gives 240 orders, so CPA is 417. At average order value 600, revenue is 144,000 and ROAS is 1.44. With contribution margin at 25%, break-even ROAS is 4.0, so the campaign destroys value despite positive ROAS. Fix conversion rate or targeting before touching bids.
Traps
Reporting ROAS as profit; optimising CTR while CVR falls; counting a view as a viewable impression; assuming last-click equals causation; treating organic social reach as an owned audience you can always re-engage.