Digital Marketing Expert
Practitioner Assessment

SEO, PPC, Social, Email

Acquisition, Conversion, Retention, Measurement

Awareness, Consideration, Decision, Loyalty

Research, Planning, Execution, Reporting

Content creation first, then technical fixes, then link building

Technical fixes first, then on-page improvements, then new content, then link building

Link building first, then content, then technical

All should be done simultaneously for maximum impact

Meta charges different rates for each audience temperature

Each temperature requires different creative messages and objectives - mixing prevents the algorithm from optimising correctly

It is required by Meta advertising policy

Separate campaigns always perform better than combined ones

Subject line, body copy, and CTA

Triggers, Conditions, and Actions

Open rate, click rate, and conversion rate

List, segment, and campaign

It forces iOS users to accept tracking cookies

It sends conversion events directly from the web server to Meta, bypassing browser-based tracking restrictions entirely

It replaces the Meta Pixel with a newer version

It uses a different type of cookie that iOS 14 permits

The number of times a keyword appears on a page

The underlying goal a user has when typing a query - informational, commercial, or transactional - which determines what type of content Google rewards

The geographic location of the searcher

The device type used to perform the search

The visual design matches across ad and landing page

The specific claim in the ad headline is reflected in the landing page headline - when missing, the visitor experiences a disconnect that immediately increases bounce rate

The brand colours match across all campaign assets

The ad and page load at the same speed

These channels are technically harder to track

It credits only the final touchpoint before conversion, giving zero credit to channels that introduced customers earlier in the journey

SEO and awareness campaigns don't drive conversions

Google Analytics doesn't track these channels accurately

Lead form submissions - more leads is always better

Qualified site visits - prospects with genuine purchase intent who visit the property

Social media followers to build brand awareness

Website page views for maximum visibility

CA firms don't have Instagram accounts

The channel and format don't match the audience or credibility positioning of a professional services firm

ICAI prohibits advertising on Instagram

Instagram Reels are too expensive for most professional services budgets

Analysing which students score highest on assessments

Tracking conversion rates for leads acquired in specific time periods to understand which campaigns produce leads that eventually convert after a long consideration period

Grouping students by age for targeting purposes

Measuring how many students complete the full course

Google charges less for campaigns with more assets

The AI has more materials to test and more data signals to optimise toward the right users - better inputs produce better algorithm outputs

More assets reduce campaign loading time

Google's algorithm requires a minimum number of assets to activate

Using only social media platforms that don't use cookies

First-party data activation through CDP/DMP plus contextual targeting (based on page content rather than user identity)

Running only Google Ads which doesn't use cookies

Buying more third-party data from data brokers

Email platforms charge more for larger lists

Sending to unresponsive subscribers harms sender reputation and deliverability, causing even good emails to go to spam for active subscribers

GDPR requires removing inactive subscribers after 90 days

Inactive subscribers automatically unsubscribe themselves

Low impressions, high reach, low frequency

CPM rising, CTR falling, frequency above 3x

High click-through rate, low conversion rate, high spend

Low video views, high link clicks, low purchases

Advertising, Acquisition, Revenue, Reach, Retention

Acquisition, Activation, Retention, Revenue, Referral - identifying which funnel stage is the current growth bottleneck

Analytics, Attribution, Reporting, Revenue, Return

Awareness, Action, Reach, Results, Revenue

The API is free, the Business App costs money

The Business App is for small-scale manual management; the API enables automation, bulk messaging, multiple agents, and CRM integration at enterprise scale

The API only works for e-commerce businesses

The Business App allows more messages than the API

Expert proposals are longer and include more services

Expert proposals open with specific diagnostic findings about the client's actual situation rather than generic service descriptions

Expert proposals always have better visual design

Expert proposals require a client signature before work begins

70% formal courses, 20% books, 10% practice

70% real work experience, 20% social learning from peers and community, 10% formal training

70% digital channels, 20% traditional, 10% emerging

70% technical skills, 20% soft skills, 10% business strategy

Launch campaigns, then fix tracking, then optimise

Design strategy first, then build measurement, then launch

Audit > Stack Design > Implementation > Measurement > Optimisation > Scale

Scale quickly first, then audit what worked, then optimise