OMCA flashcards
OMCA · Build recall with a focused review session.
32 cards. Read the term and the definition here. The deck at the top of this page is optional.
- Bounce rate definition
- The percentage of sessions that are single-page with no interaction (or a non-interaction event). Formula: single-page sessions divided by total sessions, multiplied by 100.
- Engaged session (GA4)
- A session lasting at least 10 seconds, containing at least one conversion event, or containing two or more pageviews. Engagement rate equals engaged sessions divided by total sessions.
- UTM parameter purpose
- Tags appended to a URL that tell analytics which source, medium, and campaign sent the traffic. Required: utm_source, utm_medium, utm_campaign; optional: utm_term, utm_content.
- Last-click attribution
- An attribution model that assigns 100% of conversion credit to the final marketing touchpoint before conversion. Simple but undervalues upper-funnel awareness channels.
- Data-driven attribution
- A machine-learning attribution model that compares converting and non-converting paths to distribute credit across touchpoints. It is the default model in GA4.
- Social engagement rate
- Interactions (likes, comments, shares, saves) divided by impressions or reach, expressed as a percentage. Always state the denominator because platforms define it differently.
- Reach versus impressions
- Reach counts unique users who saw content; impressions count total displays including repeats. Frequency equals impressions divided by reach.
- Share of voice
- A social listening metric: brand mentions divided by total category mentions, expressed as a percentage. It shows competitive visibility in conversations.
- Paid social bidding models
- CPM charges per thousand impressions (awareness); CPC charges per click (traffic); CPA or CPL charges per conversion or lead. Campaign objective determines which bids are available.
- Influencer tiers
- Nano (<10K followers), micro (10K–100K), macro (100K–1M), mega (>1M). Engagement rate typically decreases as follower tier increases.
- Robots.txt versus noindex
- Robots.txt tells crawlers which URLs not to crawl; a noindex meta tag or header tells crawlers not to index a page. Blocking crawl with robots.txt can prevent noindex from being seen.
- Canonical tag
- An HTML link element that tells search engines the preferred URL among duplicate or similar pages, consolidating ranking signals to one canonical address.
- Core Web Vitals thresholds
- LCP (largest contentful paint) ≤2.5 s, INP (interaction to next paint) ≤200 ms, CLS (cumulative layout shift) ≤0.1. They are page-experience ranking signals.
- Search intent types
- Informational (learn), navigational (find a site), commercial investigation (compare), and transactional (buy). Content format should match the dominant intent for each keyword.
- Pillar-cluster content model
- A comprehensive pillar page links to subtopic cluster pages, which link back to the pillar. It builds topical authority and strengthens internal linking.
- Content audit dispositions
- Classify each asset as keep, update, consolidate, redirect, or delete. Base decisions on traffic, conversions, backlinks, and strategic relevance.
- Gated versus ungated content
- Gated content sits behind a form and captures leads but limits reach; ungated content is freely accessible and maximizes SEO and top-of-funnel volume.
- Content ROI formula
- Content ROI equals (revenue attributed to content minus content production cost) divided by content production cost, expressed as a percentage.
- Quality Score components
- Google Ads Quality Score combines expected CTR, ad relevance, and landing page experience. Higher scores lower CPC and improve ad rank.
- ROAS versus ROI
- ROAS equals revenue divided by ad spend (e.g., 4×). ROI equals (revenue minus spend) divided by spend (e.g., 300%). ROAS ignores costs beyond media spend.
- PPC match types
- Google keyword match types: exact [keyword], phrase "keyword", and broad keyword. Negative keywords exclude irrelevant queries from triggering ads.
- Ad Rank formula
- Ad Rank is bid multiplied by Quality Score, plus expected impact of extensions and auction-time context. You pay just enough to beat the next advertiser.
- CPA and CPM formulas
- CPA equals cost divided by conversions. CPM equals (cost divided by impressions) multiplied by 1,000. CTR equals clicks divided by impressions.
- A/B test validity
- Requires random assignment, sufficient pre-calculated sample size, and a pre-registered primary metric. Peeking at results early inflates false-positive rates.
- Multivariate testing
- A test that varies multiple page elements simultaneously to measure interaction effects. It requires more traffic than A/B testing.
- Statistical versus practical significance
- Statistical significance (typically p < 0.05) means the result is unlikely due to chance. Practical significance means the lift is large enough to matter for the business.
- Funnel drop-off analysis
- Identify the step with the largest percentage loss between stages. Micro-conversions such as add-to-cart or signup predict macro-conversions and reveal friction earlier.
- Email CTOR
- Click-to-open rate equals clicks divided by opens. It measures content relevance independent of deliverability and open-rate inflation from mail privacy features.
- SPF, DKIM, DMARC
- Email authentication: SPF lists authorized sending IPs, DKIM adds a cryptographic signature, and DMARC sets policy and reporting. Together they improve deliverability and reduce spoofing.
- Email list hygiene
- Remove hard bounces and long-inactive subscribers (e.g., no opens in 6–12 months). Clean lists protect sender reputation and improve deliverability.
- Mobile-first indexing
- Google uses the smartphone version of a page for indexing and ranking. Mobile content parity with desktop is required for full visibility.
- Mobile tap target size
- Minimum touch target of about 44×44 CSS pixels (Apple) or 48×48 dp (Google) reduces mis-taps and improves mobile usability.