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Level 6 of 10 · Intermediate plus · 3–5 min

Marketing Metrics Cafe quiz.

Try simple brand marketing maths with the formula supplied. Ten questions drawn at random from 25, an answer explained after each one, and a reward at the end: the marketing metrics recipe card.

Start the round All levels
10questions a round
25in this level's bank
3–5minutes, at your pace
Numbers Navigatorbadge to earn

Pick one answer, or two where it says so. After each question you see the answer and why. No timer, no sign-up. Whatever you score, you take away the marketing metrics recipe card.

Questions you have seen are remembered on this device for 30 days so new rounds feel fresh. Nothing is sent to us.

All 25 questions, with answers

Learn first, play later.

Every question in this level's bank, with the correct answer and a short explanation. A round draws ten of these at random and shuffles the options. History questions link to the brand's own archive or the credited agency; scenarios are teaching examples, not client stories.

A brand spends ₹50,000 acquiring 100 new customers. Using CAC = acquisition cost ÷ new customers, what is CAC?
  • ₹100
  • ₹50
  • ₹500 (correct)
  • ₹5,000

Answer: ₹500. ₹50,000 ÷ 100 = ₹500 per new customer. Use a defined cost scope and a consistent acquisition period.

For this brand’s CAC calculation, include all acquisition sales and marketing costs. Which TWO inputs are needed?
  • Defined acquisition sales and marketing costs (correct)
  • Number of new customers acquired (correct)
  • Number of logo revisions
  • Total impressions only

Answer: Defined acquisition sales and marketing costs + Number of new customers acquired. CAC divides the stated acquisition costs by new customers. Keep the cost scope and timing aligned with the acquisition definition.

A brand ad receives 200 clicks from 10,000 impressions. CTR = clicks ÷ impressions × 100. What is CTR?
  • 20%
  • 2% (correct)
  • 0.2%
  • 5%

Answer: 2%. 200 ÷ 10,000 × 100 = 2%. This measures clicks relative to impressions, not purchases.

A brand spends ₹6,000 for 300 ad clicks. CPC = spend ÷ clicks. What is CPC?
  • ₹2
  • ₹20 (correct)
  • ₹200
  • ₹50

Answer: ₹20. ₹6,000 ÷ 300 = ₹20 per click. CPC says nothing by itself about customer quality.

A brand spends ₹10,000 and receives 50 leads. CPL = spend ÷ leads. What is CPL?
  • ₹20
  • ₹200 (correct)
  • ₹2,000
  • ₹500

Answer: ₹200. ₹10,000 ÷ 50 = ₹200 per lead. A lead is not automatically a customer.

A brand records ₹80,000 in attributed revenue from ₹20,000 of ad spend. ROAS = revenue ÷ ad spend. What is ROAS?
  • 0.25×
  • 8×
  • 60×
  • 4× (correct)

Answer: 4×. ₹80,000 ÷ ₹20,000 = 4×. Revenue ROAS is not a profit calculation.

A brand gets 40 orders from 2,000 sessions. Using orders ÷ sessions × 100, what is conversion rate?
  • 20%
  • 0.2%
  • 5%
  • 2% (correct)

Answer: 2%. 40 ÷ 2,000 × 100 = 2%. State the denominator because conversion-rate definitions can differ.

A brand earns ₹120,000 from 60 orders. AOV = revenue ÷ orders. What is average order value?
  • ₹200
  • ₹2,000 (correct)
  • ₹7,200
  • ₹20,000

Answer: ₹2,000. ₹120,000 ÷ 60 = ₹2,000 per order. This does not tell you how much profit each order generated.

A brand’s campaign has 30,000 impressions and reaches 10,000 people. Average frequency = impressions ÷ reach. What is it?
  • 0.3
  • 300
  • 30
  • 3 (correct)

Answer: 3. 30,000 ÷ 10,000 = 3 impressions per reached person on average. Individuals may see more or fewer.

A brand pays ₹9,000 for 300,000 impressions. CPM = spend ÷ impressions × 1,000. What is CPM?
  • ₹3
  • ₹3,000
  • ₹300
  • ₹30 (correct)

Answer: ₹30. ₹9,000 ÷ 300,000 × 1,000 = ₹30 per thousand impressions.

A brand starts with 200 subscribers and loses 10 during the month. Churn = lost ÷ starting subscribers × 100. What is it?
  • 10%
  • 20%
  • 0.5%
  • 5% (correct)

Answer: 5%. 10 ÷ 200 × 100 = 5%. New subscriptions are not part of this stated churn denominator.

A brand retains 180 of its original 200 customers over a period. What is cohort retention?
  • 10%
  • 90% (correct)
  • 80%
  • 20%

Answer: 90%. 180 ÷ 200 × 100 = 90%. This follows the original customer cohort rather than mixing in new customers.

A brand survey has 60% promoters and 20% detractors. NPS = promoter percentage minus detractor percentage. What is NPS?
  • 3
  • 80
  • 40 (correct)
  • 20

Answer: 40. 60 minus 20 = 40 NPS points. Do not report this subtraction as a revenue percentage.

A brand’s awareness moves from 20% to 25%. What is the increase in percentage points?
  • 20 percentage points
  • 25 percentage points
  • 1.25 percentage points
  • 5 percentage points (correct)

Answer: 5 percentage points. 25% minus 20% = 5 percentage points. The relative increase is a different calculation: 25%.

A brand’s conversion rate rises from 2% to 3%. What is the relative increase?
  • 1%
  • 150%
  • 50% (correct)
  • 33.3%

Answer: 50%. (3 - 2) ÷ 2 × 100 = 50%. The absolute change is 1 percentage point.

Which TWO statements about a brand’s revenue ROAS are accurate?
  • It divides attributed revenue by ad spend (correct)
  • It automatically proves incremental revenue
  • It includes all costs without being told
  • It does not by itself measure profit (correct)

Answer: It divides attributed revenue by ad spend + It does not by itself measure profit. Revenue ROAS is a revenue-to-ad-spend ratio. Profit and incrementality require additional information.

A brand uses contribution LTV of ₹6,000 and CAC of ₹2,000. What is LTV:CAC?
  • 6:1
  • 1:3
  • 3:1 (correct)
  • 4:1

Answer: 3:1. ₹6,000 ÷ ₹2,000 = 3. Keep the LTV definition and time horizon explicit before comparing ratios.

A brand’s CAC is ₹1,200 and monthly contribution per customer is ₹300. Ignoring churn and timing effects, what is payback?
  • 3 months
  • 4 months (correct)
  • 0.25 months
  • 12 months

Answer: 4 months. ₹1,200 ÷ ₹300 = 4 months in this simplified model. Real payback depends on how contribution actually arrives.

A brand’s product sells for ₹1,000 and has ₹600 of variable costs before advertising. What is contribution before advertising?
  • ₹600
  • ₹100
  • ₹400 (correct)
  • ₹1,600

Answer: ₹400. ₹1,000 - ₹600 = ₹400. This amount must still cover advertising and other remaining costs.

A brand’s contribution margin before ads is 25%. Break-even revenue ROAS = 1 ÷ margin, ignoring other costs. What is it?
  • 2.5×
  • 0.25×
  • 25×
  • 4× (correct)

Answer: 4×. 1 ÷ 0.25 = 4×. This is a simplified break-even calculation, not a universal target.

A brand gets 15 qualified leads from 60 total leads. What proportion is qualified?
  • 75%
  • 40%
  • 15%
  • 25% (correct)

Answer: 25%. 15 ÷ 60 × 100 = 25%. Define qualification criteria before using this to compare channels.

A brand closes 12 deals from 40 sales opportunities. What is opportunity win rate?
  • 30% (correct)
  • 3%
  • 12%
  • 40%

Answer: 30%. 12 ÷ 40 × 100 = 30%. This denominator is opportunities, not all website visitors.

A brand’s campaign generates 120 purchases in an equally sized test group and 100 in a comparable control. What is relative lift over control?
  • 120%
  • 20% (correct)
  • 2%
  • 16.7%

Answer: 20%. (120 - 100) ÷ 100 × 100 = 20%. Whether the difference is reliable requires uncertainty analysis.

A brand has ₹200,000 revenue and ₹80,000 gross profit. Gross margin = gross profit ÷ revenue × 100. What is it?
  • 60%
  • 40% (correct)
  • 2.5%
  • 80%

Answer: 40%. ₹80,000 ÷ ₹200,000 × 100 = 40%. Gross margin is not the same as net margin.

A brand acquires 100 customers in A at ₹500 CAC and 50 in B at ₹800 CAC. What is blended CAC?
  • ₹400
  • ₹600 (correct)
  • ₹1,300
  • ₹650

Answer: ₹600. Total acquisition cost is ₹50,000 + ₹40,000 = ₹90,000. Divide by 150 customers to get ₹600, rather than averaging the two CAC values equally.

Want to apply this? The CAC & LTV calculator · All ten levels

Printed from www.quiamo.com/tools/brand-playroom/marketing-metrics-cafe/. Thanks for keeping this.