Microsoft Ads Asset-Level Disapprovals: What Marketers Must Know
2 Dec 2025
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Analytics & Performance
List 5 essential metrics for evaluating the performance and efficiency of a Paid Search (PPC) Channel. Metrics must include a blend of cost, efficiency, and conversion (e.g., CPC, Quality Score, Conversion Rate).
Propose an analysis plan for understanding Customer Churn. The plan must involve segmenting the customer base by plan type (e.g., Basic, Premium) and comparing the churn rates to identify the riskiest segment.
Explain the concept of Expansion Revenue (Net Upgrades). List 3 distinct, measurable activities (e.g., upsell, cross-sell, price increases) that contribute to expansion revenue and should be tracked monthly.
Outline a mandatory Marketing Attribution Policy for all revenue. The policy must state which model is used for revenue credit (e.g., U-shaped, Linear) and the mandatory reporting frequency (e.g., monthly) for sales and finance teams.
A marketing funnel shows a 70% drop-off rate between the 'Lead Magnet Download' stage and the 'Demo Request' stage. Propose 3 specific marketing activities (e.g., email sequence, retargeting ad) designed to address and reduce this specific drop-off.
Define Time-to-Conversion for a sales funnel. Propose an analysis of this metric by segmenting customers based on acquisition channel (e.g., Paid vs. Organic) to identify the channel that yields the fastest results.
Propose 3 specific marketing activities that should be excluded from the Customer Acquisition Cost (CAC) calculation because they represent investment in long-term brand building (e.g., PR, content maintenance).
Compare the First-Touch Attribution Model and the Last-Touch Attribution Model. Explain the core weakness of the Last-Touch model in evaluating the effectiveness of top-of-funnel (TOFU) content marketing efforts.
Design an A/B Testing plan for a landing page. Test 1: Headline variation. Test 2: CTA button color variation. Define the minimum acceptable Confidence Level (e.g., 95%) and the specific metric (e.g., form submissions) to measure for success.
Explain the formula for calculating Cost Per Acquisition (CPA) for a paid channel. Provide a numerical example showing how a 5,000 ad spend resulting in 100 purchases translates into a specific CPA.
Establish 4 criteria (e.g., actions taken, company size, budget) for defining a Marketing Qualified Lead (MQL) for a B2B service. Specify the single action (e.g., 'Booked Demo') that automatically promotes an MQL to a Sales Qualified Lead (SQL).
Define 3 specific Engagement Metrics (e.g., Bounce Rate, Pages per Session, Time on Page) that should be monitored to assess the Quality of Traffic coming from a new paid acquisition channel (e.g., TikTok Ads).
Outline a simple method for forecasting Lead Volume for the next quarter. The method must account for: 1. Historical data (last 6 months), 2. Conversion rate of current leads, and 3. Planned budget increase/decrease for paid channels.
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