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Job skill test · free, with answers

Digital Marketing Test

This digital marketing test has 25 multiple-choice questions on the fundamentals checked in interviews for marketing, content and sales roles: SEO basics, the everyday metric sums (CTR, CPC, CPM, ROAS, CAC, conversion rate), funnels, email metrics, UTM tagging and A/B testing. It avoids platform menus that change often and sticks to concepts that apply on any ad or email tool. Allow 20 minutes and keep a calculator nearby.

  • 25 questions
  • 20 minutes
  • 10 easy · 10 medium · 5 hard

Topics: Ad metrics · Conversion and funnels · Unit economics · Email marketing · Tracking and testing · SEO basics · Marketing concepts

Start the test ↓ See answers
Answer key: all 25 questions with answers and explanations

  1. 1. An ad receives 50,000 impressions and 1,000 clicks. What is its click-through rate (CTR)?

    1. A. 2%
    2. B. 5%
    3. C. 0.2%
    4. D. 20%

    Answer: A. 2%

    CTR = clicks ÷ impressions × 100 = 1,000 ÷ 50,000 × 100 = 2%. In other words, 2 out of every 100 people who saw the ad clicked it.

  2. 2. A campaign spends ₹12,000 and gets 800 clicks. What is the cost per click (CPC)?

    1. A. ₹12
    2. B. ₹6.67
    3. C. ₹15
    4. D. ₹150

    Answer: C. ₹15

    CPC = total spend ÷ clicks = ₹12,000 ÷ 800 = ₹15 per click. ₹150 would come from dividing by 80, a common slip with zeros.

  3. 3. A display campaign spends ₹9,000 and gets 3,00,000 impressions. What is the CPM (cost per thousand impressions)?

    1. A. ₹3
    2. B. ₹30
    3. C. ₹0.03
    4. D. ₹300

    Answer: B. ₹30

    CPM = spend ÷ impressions × 1,000 = ₹9,000 ÷ 3,00,000 × 1,000 = ₹30. You pay ₹30 for every thousand times the ad is shown.

  4. 4. An online store spends ₹40,000 on ads and those ads bring in ₹1,60,000 of revenue. What is the return on ad spend (ROAS)?

    1. A. 4 (₹4 of revenue per ₹1 spent)
    2. B. 0.25
    3. C. 3 (₹3 of revenue per ₹1 spent)
    4. D. ₹1,20,000

    Answer: A. 4 (₹4 of revenue per ₹1 spent)

    ROAS = revenue from ads ÷ ad spend = ₹1,60,000 ÷ ₹40,000 = 4, often written as 4:1 or 400%. ₹1,20,000 is the revenue minus spend, which is not ROAS.

  5. 5. In a quarter a company spends ₹5,00,000 on sales and marketing and wins 250 new customers. What is its customer acquisition cost (CAC)?

    1. A. ₹200
    2. B. ₹2,000
    3. C. ₹20,000
    4. D. ₹1,250

    Answer: B. ₹2,000

    CAC = total sales and marketing cost ÷ new customers acquired = ₹5,00,000 ÷ 250 = ₹2,000 per customer.

  6. 6. A landing page gets 2,000 visitors and 50 of them make a purchase. What is the conversion rate?

    1. A. 4%
    2. B. 0.25%
    3. C. 25%
    4. D. 2.5%

    Answer: D. 2.5%

    Conversion rate = conversions ÷ visitors × 100 = 50 ÷ 2,000 × 100 = 2.5%. So 1 in every 40 visitors bought something.

  7. 7. Your average CPC is ₹20 and 4% of clicks convert into a sale. What is the cost per acquisition (CPA)?

    1. A. ₹80
    2. B. ₹0.80
    3. C. ₹5,000
    4. D. ₹500

    Answer: D. ₹500

    You need 100 ÷ 4 = 25 clicks for one sale. At ₹20 per click, that costs 25 × ₹20 = ₹500. In formula form, CPA = CPC ÷ conversion rate = ₹20 ÷ 0.04 = ₹500.

  8. 8. An email is sent to 10,000 addresses. 400 bounce and 2,400 unique recipients open it. What is the open rate based on delivered emails?

    1. A. 24%
    2. B. 25%
    3. C. 26%
    4. D. 2.4%

    Answer: B. 25%

    Delivered = 10,000 − 400 = 9,600. Open rate = unique opens ÷ delivered × 100 = 2,400 ÷ 9,600 × 100 = 25%. Dividing by all 10,000 sent would wrongly give 24%.

  9. 9. An email gets 2,400 unique opens and 360 unique clicks. What is the click-to-open rate (CTOR)?

    1. A. 3.6%
    2. B. 15%
    3. C. 6.67%
    4. D. 36%

    Answer: B. 15%

    CTOR = unique clicks ÷ unique opens × 100 = 360 ÷ 2,400 × 100 = 15%. It measures how engaging the content was for people who actually opened the email.

  10. 10. A customer places an average order of ₹1,500, orders 4 times a year, stays for 2 years, and the gross margin is 50%. CAC is ₹2,000. What is the LTV to CAC ratio (using gross-margin LTV)?

    1. A. 6 : 1
    2. B. 1.5 : 1
    3. C. 3 : 1
    4. D. 4 : 1

    Answer: C. 3 : 1

    Revenue over the customer’s life = ₹1,500 × 4 × 2 = ₹12,000. Gross-margin LTV = ₹12,000 × 50% = ₹6,000. LTV : CAC = ₹6,000 : ₹2,000 = 3 : 1. Using revenue instead of margin would wrongly give 6 : 1.

  11. 11. A product has a gross margin of 25% and no other variable costs. What is the minimum ROAS a campaign needs so that it does not lose money on the product sold?

    1. A. 1.25
    2. B. 2.5
    3. C. 4
    4. D. 25

    Answer: C. 4

    Break-even ROAS = 1 ÷ margin = 1 ÷ 0.25 = 4. For every ₹4 of revenue, gross profit is ₹1, which just covers ₹1 of ad spend. A ROAS below 4 loses money.

  12. 12. A funnel gets 20,000 website visitors. 10% of visitors sign up for a free trial, and 15% of trial users buy. How many paying customers does it produce?

    1. A. 2,000
    2. B. 300
    3. C. 3,000
    4. D. 500

    Answer: B. 300

    Sign-ups = 20,000 × 10% = 2,000. Paying customers = 2,000 × 15% = 300. Each stage rate applies to the people who reached that stage, not to the original visitors.

  13. 13. A link is tagged ?utm_source=newsletter&utm_medium=email&utm_campaign=diwali_sale. What does the utm_medium value describe?

    1. A. The marketing channel or type of traffic, here email
    2. B. The specific website or list that sent the visitor, here the newsletter
    3. C. The name of the promotion, here the Diwali sale
    4. D. The exact ad creative or link that was clicked

    Answer: A. The marketing channel or type of traffic, here email

    utm_medium is the channel type (email, cpc, social). utm_source is the specific sender (newsletter), utm_campaign names the promotion, and utm_content is used to tell apart creatives or links.

  14. 14. Which of these is good practice when running an A/B test on a landing page?

    1. A. Change the headline, image and price together to get a bigger effect
    2. B. Stop the test as soon as one version is ahead
    3. C. Send version A to mobile users and version B to desktop users
    4. D. Change one element, and fix the sample size and success metric before starting

    Answer: D. Change one element, and fix the sample size and success metric before starting

    Changing one thing tells you what caused the difference. Fixing the sample size in advance avoids stopping on a random early lead, and splitting randomly (not by device) keeps the two groups comparable.

  15. 15. In an A/B test, version A converts 200 of 5,000 visitors and version B converts 250 of 5,000 visitors. What is the relative uplift of B over A?

    1. A. 1%
    2. B. 5%
    3. C. 25%
    4. D. 50%

    Answer: C. 25%

    A converts 4% and B converts 5%. The absolute difference is 1 percentage point, but the relative uplift is (5% − 4%) ÷ 4% = 25%.

  16. 16. Which on-page element is usually shown as the clickable headline of a page in search results?

    1. A. The meta keywords tag
    2. B. The image alt text
    3. C. The title tag
    4. D. The URL slug

    Answer: C. The title tag

    Search engines usually show the page’s title tag as the clickable headline in results, although they can rewrite it. That is why titles should be clear, include the main topic and be short enough not to be cut off.

  17. 17. What is the main SEO value of a well-written meta description?

    1. A. It is the strongest ranking factor on the page
    2. B. It can improve click-through rate from search results
    3. C. It stops the page from being indexed
    4. D. It tells search engines which URL is the original

    Answer: B. It can improve click-through rate from search results

    Search engines have said they do not use the meta description as a ranking factor, but it is often shown as the snippet under the title. A clear, relevant description persuades more searchers to click.

  18. 18. Earning links from other websites to your pages is part of which type of SEO?

    1. A. On-page SEO
    2. B. Technical SEO
    3. C. Off-page SEO
    4. D. Local citation only

    Answer: C. Off-page SEO

    Off-page SEO covers signals from outside your site, mainly backlinks from other websites. On-page SEO covers your content and HTML, and technical SEO covers crawling, speed and site structure.

  19. 19. What does a rel="canonical" tag tell search engines?

    1. A. Which URL is the preferred version when several pages have the same or very similar content
    2. B. That the page should not appear in search results
    3. C. That links on the page should not pass value
    4. D. Which language version of the page to show in each country

    Answer: A. Which URL is the preferred version when several pages have the same or very similar content

    The canonical tag points to the preferred URL among duplicates, for example the same product page with different tracking parameters. Noindex removes a page from results, nofollow is about links, and hreflang handles language versions.

  20. 20. You want to make sure a thank-you page never appears in search results. What is the reliable way?

    1. A. Block the page in robots.txt
    2. B. Remove the page from the XML sitemap only
    3. C. Add a canonical tag pointing to itself
    4. D. Add a noindex meta robots tag and let search engines crawl the page

    Answer: D. Add a noindex meta robots tag and let search engines crawl the page

    robots.txt controls crawling, not indexing; a blocked URL can still be indexed if other pages link to it, and the crawler cannot see a noindex tag on it. A noindex tag on a crawlable page reliably keeps it out of results.

  21. 21. In the paid, owned and earned media model, which of these is owned media?

    1. A. The company’s own blog
    2. B. A sponsored post on a social network
    3. C. A news article written by a journalist about the company
    4. D. A search ad

    Answer: A. The company’s own blog

    Owned media are channels the company controls, such as its website, blog and email list. Sponsored posts and search ads are paid media, and unpaid press coverage or reviews are earned media.

  22. 22. At the top of the funnel (awareness stage), which content usually fits best?

    1. A. Educational blog posts and short how-to videos
    2. B. Product demos and pricing comparisons
    3. C. Discount codes for abandoned carts
    4. D. Renewal reminders for existing customers

    Answer: A. Educational blog posts and short how-to videos

    At the top of the funnel people are just discovering a problem, so helpful educational content attracts them. Demos and pricing suit the consideration and decision stages, and cart and renewal messages target people further down.

  23. 23. What is a hard bounce in email marketing?

    1. A. A temporary failure, such as a full mailbox
    2. B. An email that was opened but not clicked
    3. C. A permanent delivery failure, such as an address that does not exist
    4. D. A recipient who marked the email as spam

    Answer: C. A permanent delivery failure, such as an address that does not exist

    A hard bounce is permanent (invalid or non-existent address), so the address should be removed from the list. A full mailbox or server issue is a soft bounce. Spam complaints and unclicked opens are different metrics.

  24. 24. The CPM on a network is ₹40. How much will 25,00,000 impressions cost?

    1. A. ₹10,000
    2. B. ₹62,500
    3. C. ₹10,00,000
    4. D. ₹1,00,000

    Answer: D. ₹1,00,000

    Cost = impressions ÷ 1,000 × CPM = 25,00,000 ÷ 1,000 × ₹40 = 2,500 × ₹40 = ₹1,00,000.

  25. 25. A campaign reaches 50,000 unique people and delivers 2,00,000 impressions. What is the average frequency?

    1. A. 0.25
    2. B. 2.5
    3. C. 40
    4. D. 4

    Answer: D. 4

    Frequency = impressions ÷ reach = 2,00,000 ÷ 50,000 = 4. On average each person saw the ad 4 times.

How this test is scored

Each correct answer earns one mark and there is no negative marking, so the maximum is 25. A score of 20 or more shows you can talk numbers confidently in an interview; below 15, revise the metric formulas first because they come up in almost every round.

On the result screen, below 50% means the topics need more practice, 50–75% is a good base to build on, and above 75% means you are ready for questions like these. These bands are for your own practice only.

How to prepare

  • Write the formula for CTR, CPC, CPM, CPA, ROAS and CAC on one page, with the units, and practise converting between them.
  • Take any campaign report you have access to and recalculate its headline metrics yourself; interviewers often ask you to walk through real numbers.
  • Learn the difference between reach, impressions and frequency, and between opens, clicks and click-to-open rate, as these are often mixed up.
  • Understand what robots.txt, noindex, canonical tags and title tags each do, since SEO questions test concepts rather than tools.
  • Be ready to design a simple A/B test: one change, a clear success metric, and a sample size fixed before you start.

Tests are one part of the process. Read the interview preparation guide and practise answering out loud with the free interview practice tool.

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FAQ

Questions about the Digital Marketing Test

Expect metric questions such as working out CTR, CPC, ROAS or CAC from a few numbers, plus concept questions on SEO basics, the marketing funnel, email deliverability and how you would track a campaign with UTM tags. Experienced candidates are asked to read a campaign report and suggest what to change, so practise explaining the numbers, not just calculating them.

ROAS (return on ad spend) is revenue from ads divided by ad spend, so it ignores product costs and other expenses. ROI compares profit with the total investment. A campaign can have a ROAS of 3 and still lose money if the product margin is thin, which is why break-even ROAS depends on your margin.

No. Certifications from ad and analytics platforms can help your resume, but tests like this check whether you understand the fundamentals: metric formulas, funnels, tracking and testing. If you can calculate the numbers and explain what they mean for a campaign, you can handle most screening tests whatever tools the company uses.

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