Question 1

A local retailer wants to measure the effectiveness of Facebook campaigns based on the number of

in-store purchases after customers have been exposed to an ad within the platform.

Where should outcome data be sourced?

Options :

A : Third-party data sources as an estimation of real customers

B : First-party data such as email or phone number captured in-store

C : Coordinates from each of its regional shops

D : Data from the Facebook pixel in its site

Answer: D

Question 2

A charity organization is in the process of allocating advertising budget to cross-publisher video

campaigns. In order to assess which platform is generating the highest return or aci spend, it reviews

results in Facebook Attribution, using an even-credit model for cross-publisher campaigns arc the

data-driven attribution model for its Facebook campaigns.

In addition to this, the charity ran a multi-cell Brand Lift test to test different creative messaging with

a custom audience based on website visitors who did NOT sign up to donate or receive regular

emails.

Which two KPIs should be used to provide meaningful insights? (Choose 2)

Options :

A : Value of donations attributed to each campaign

B : Average video-view duration for each campaign

C : Average reach per campaign

D : Number of sign-ups attributed to each campaign

E : Number of impressions attributed to each campaign

Answer: A

Question 3

A car manufacturer discovers that the purchase journey is typically one-year long, involves several

media channels and is followed by a dealership visit that ends with a purchase at the dealership.

Historically, sales are mostly influenced by the quality of the customer service experience. The

manufacturer has a KPI of driving incremental customers to its website.

What measurement solution should be used?

Options :

A : Last-touch attribution

B :

A/B test

C :

Conversion Lift

D : Even credit attribution

Answer: D

Question 4

A new ecommerce company that sells raincoats for dogs leverages Facebook to drive product sales.

The company serves a variety of videos and static images and only targets people who previously

visited their website. The company historically spends $50,000 per quarter and always hits its ROAS

goal of 3x.

Last quarter, the company aggressively tried to grow its business and tripled spend. At the end of last

quarter, they compared performance between the previous two quarters and noticed the following

differences in performance metrics:

• ROAS decreased by 40%

• Average frequency increased by 50%

• CPMs increased by 60%

• Reach increased by 10%

• Cost per click decreased by 15%

• Allocation of budget between creative formats remained the same

An analyst needs to run a test to identify how to scale spend efficiently. Which variable should the

analyst test first?

Options :

A : Creative (Video versus Static)

B : Audience (Retargeting versus Acquisition)

C : Bidding strategy (Cost Cap versus Lowest Cost)

D : Optimization (Purchase versus Traffic)

Answer: A

Question 5

An ecommerce brand runs a multi-cell Conversion Lift test. The brand needs to determine if bidding

in the Facebook auction based on user value calculated from its LTV model versus demographic

targeting improves performance by 10%. The p-value for the test is calculated as p = 0.95.

How should the analyst interpret bidding based on user value?

Options :

A :

It cannot be concluded that 95% of the performance increase is due to bidding based on user

value.

B :

It cannot be concluded that 10% of the performance increase is due to bidding based on user

value.

C : Ten percent of the performance increase is due to bidding based on user value.

D : Bidding based on user value is responsible for 95% of the performance increase.

Answer: B

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