OMCA cheat sheet

Bounce rate = single-page sessions / total sessions; a session with no interaction (or a non-interaction event) counts as a bounce in GA4.

Engagement rate (GA4) = engaged sessions / total sessions; an engaged session lasts ≥10 s, has ≥1 conversion event, or ≥2 pageviews.

UTM parameters: utm_source (referrer), utm_medium (channel type), utm_campaign (name), plus optional utm_term, utm_content.

Last-click attribution credits 100% of conversion value to the final touchpoint; first-click credits the initial touchpoint; linear splits evenly across all touches.

Data-driven attribution (GA4 default) distributes credit using machine learning on converting vs. non-converting paths.

Sampling occurs in standard reports when cardinality or date range exceeds limits; use BigQuery export or the reporting API for unsampled data.

KPI hierarchy: business objective → KPI (revenue, ROAS, CAC) → diagnostic metric (traffic, CTR, AOV) → segment.

Conversion rate = conversions / sessions (or users); average order value (AOV) = revenue / transactions.

A/B test sample size grows with (baseline rate × (1 − baseline rate)) / MDE²; doubling traffic halves test duration, not required sample.

Engagement rate = (likes + comments + shares + saves) / impressions (or reach); state the denominator, as platform definitions differ.

Reach = unique users who saw content; impressions = total displays including repeats; frequency = impressions / reach.

Organic reach on most feed platforms declines as follower count grows; paid amplification (boost) is the standard lever to restore reach.

Platform-native formats: Reels/Shorts (short vertical video), Stories (24-hour ephemeral), carousels (multi-image swipe), live streams.

Paid social bidding models: CPM (awareness), CPC (traffic), CPA/CPL (conversions); objective selected at campaign level determines bid options.

Social listening metrics: share of voice = brand mentions / total category mentions; sentiment = positive − negative mentions / total mentions.

Hashtag strategy: mix broad (high volume, low relevance) and niche (low volume, high intent) tags; platform limits range from 1 to 30 per post.

Influencer tiers by follower count: nano (<10K), micro (10K–100K), macro (100K–1M), mega (>1M); engagement rate typically falls as tier rises.

Core on-page elements: title tag (≈50–60 chars), meta description (≈150–160 chars, not a ranking factor), H1, internal links, image alt text.

Crawlability: robots.txt blocks crawlers; noindex meta tag removes a page from the index; canonical tag consolidates duplicate URLs.

XML sitemap lists indexable URLs; submit via Google Search Console and Bing Webmaster Tools.

Page speed signals include Core Web Vitals: LCP (≤2.5 s), INP (≤200 ms), CLS (≤0.1).

Keyword intent types: informational, navigational, commercial investigation, transactional; match content format to intent.

Backlink quality signals: relevance of linking domain, authority, anchor text, and link placement; quantity alone is not a ranking factor.

Technical audit items: broken links (404), redirect chains, duplicate content, mobile usability, HTTPS, structured data (schema.org).

Search Console metrics: impressions, clicks, CTR = clicks / impressions, average position; query-level data is sampled and anonymized for rare queries.

Local SEO: Google Business Profile completeness, NAP consistency (name, address, phone), review volume and rating, local citations.

Content funnel mapping: awareness (blog, social, video), consideration (case studies, webinars, comparison pages), decision (demos, trials, pricing).

Content audit classification: keep, update, consolidate, redirect, or delete (KUC RD); base decisions on traffic, conversions, and backlinks.

Editorial calendar fields: publish date, owner, format, target keyword, funnel stage, distribution channels, success metric.

Content repurposing ratio: one long-form asset (e.g., webinar) can yield clips, quotes, carousel posts, and email snippets.

Content scoring: engagement (time on page, scroll depth) + conversion (CTA clicks, downloads) + SEO (rankings, backlinks).

Pillar–cluster model: a comprehensive pillar page links to subtopic cluster pages, which link back; improves topical authority and internal linking.

Gated vs. ungated content: gating (form) captures leads but reduces reach; ungated maximizes SEO and top-of-funnel volume.

Content ROI = (revenue attributed to content − content production cost) / content production cost.

Quality Score (Google Ads) combines expected CTR, ad relevance, and landing page experience; higher QS lowers CPC and raises ad rank.

Ad Rank = bid × Quality Score (plus ad extensions and auction-time context); you pay just enough to beat the next advertiser, not your max bid.

ROAS = revenue / ad spend; ROI = (revenue − spend) / spend; ROAS of 4× equals 300% ROI.

CPC = cost / clicks; CPM = (cost / impressions) × 1,000; CPA = cost / conversions; CTR = clicks / impressions.

Match types (Google): exact [keyword], phrase "keyword", broad keyword; negative keywords exclude queries.

Bidding strategies: manual CPC, maximize clicks, target CPA (tCPA), target ROAS (tROAS), maximize conversions.

Ad extensions/assets (sitelinks, callouts, structured snippets, call) increase ad size and typically lift CTR.

Landing page relevance is part of Quality Score; ad-to-page message match reduces CPC and improves conversion rate.

Frequency capping limits impressions per user per time window; used in display and video to control wear-out.

Conversion rate = conversions / visitors (or sessions); segment by device, source, and new vs. returning users before drawing conclusions.

A/B test validity requires random assignment, sufficient sample size, and a pre-registered primary metric; peeking inflates false positives.

Statistical significance (typically p < 0.05) is not the same as practical significance; report lift and confidence interval.

Friction points to audit: form length, required fields, unclear CTAs, page speed, mobile layout, trust signals (reviews, security badges).

Heuristic evaluation frameworks: Nielsen's 10 usability heuristics; LIFT (value proposition, relevance, clarity, urgency, anxiety).

Multivariate testing varies multiple elements simultaneously; requires more traffic than A/B and reveals interaction effects.

Funnel analysis: identify the step with the largest drop-off; micro-conversions (add-to-cart, newsletter signup) predict macro-conversions.

Session replay and heatmaps show where users click, scroll, and rage-click; pair with quantitative funnel data, not as sole evidence.

Delivery metrics: delivered rate = delivered / sent; bounce rate = bounced / sent; hard bounce = permanent, soft bounce = temporary.

Open rate = opens / delivered (affected by Apple Mail Privacy Protection pre-fetching, inflating opens); click rate = clicks / delivered.

Click-to-open rate (CTOR) = clicks / opens; measures content relevance independent of deliverability.

List hygiene: remove hard bounces and inactive subscribers (e.g., no opens in 6–12 months) to protect sender reputation.

Authentication protocols: SPF (authorized sending IPs), DKIM (cryptographic signature), DMARC (policy + reporting) improve deliverability.

Segmentation dimensions: lifecycle stage, purchase history, engagement level, geography, stated preferences.

Compliance: CAN-SPAM (US) requires opt-out and physical address; GDPR (EU) requires lawful basis and consent for marketing email.

Automation flows: welcome series, abandoned cart, post-purchase, re-engagement; triggered emails typically outperform batch campaigns.

Subject line length: mobile inboxes truncate around 30–40 characters; preheader text extends the subject line preview.

Mobile-first indexing: Google uses the smartphone version of a page for indexing and ranking.

Responsive design (fluid grids, flexible images, media queries) is the recommended mobile configuration over separate m-dot sites.

Viewport meta tag (<meta name="viewport" content="width=device-width, initial-scale=1">) is required for correct mobile rendering.

Tap target size: minimum ≈44×44 CSS pixels (Apple) / 48×48 dp (Google) to reduce mis-taps.

App metrics: DAU/MAU ratio measures stickiness; retention = users returning in period N / users acquired in cohort.

Push notification opt-in rates vary by platform; iOS requires explicit permission; Android 13+ requires runtime permission.

SMS/MMS marketing requires explicit opt-in (TCPA in the US); include opt-out instructions in every message.

Mobile page speed: LCP ≤2.5 s and INP ≤200 ms are Core Web Vitals thresholds applied to mobile experiences.

Deep links route users from web or messages into a specific in-app screen; deferred deep links survive app install.