Facebook Facebook Certifications 410-101 Questions & Answers

• Question 101:

  You have an ecommerce site and would like to reach people who have dropped off in the past 12 months

  but leave out everyone who have made a purchased in the past 6 months.

  What audiences do you need to achieve this goal?

  Choose only ONE best answer.

  A. You should include people who have made purchases in the past 12 months and past 6 months.

  B. You should exclude people who have made purchases in the past 6 months.

  C. You should include purchase events from the past 12 months and exclude purchase events from the

  past 6 months.

  D. You should exclude purchase events from the past 6 months and include purchase events from the past 12 months.

  E. You can't build this type of audience or segmentation.

  Correct Answer: E

• Question 102:

  An ecommerce site wants to increase conversion along their sales funnel. They've implemented several pixel events that are working properly; however, they are concerned that conversion costs are high and there is audience overlap.

  They've verified with the Facebook pixel helper and events are working properly.

  They have the following events on their site: ContentView, AddToCart, InitiateCheckout and Purchase

  Two core audiences have campaigns running for traffic objective

  All pixel events have remarketing campaigns

  What changes and suggestions to your audiences can you make in order to reduce audience overlap?

  Select three that apply.

  A. Your InitiateCheckout audience should exclude the core audiences.

  B. The ad set running the purchase event should exclude all purchase events from last 30 days.

  C. The ad set running the AddToCart event should include all InitiateCheckout and Purchase events from last 60 days.

  D. The ad set running the Purchase event should include InitiateCheckout and AddToCart events from previous 60 days.

  E. You should use Audience Overlap to make sure there is no overlap between the two saved/core audiences you are using.

  Correct Answer: BDE

• Question 103:

  A car dealership wants you to promote specific cars that have not been doing well.

  Sales are down and they would like for you to promote a video showing the dealership, benefits and several cars to maximize reach of people living close to the area.

  Your client would also like for you to create a lead ad from the people who've seen the video. What kind of audiences do you need in order to achieve your client's request?

  Choose only ONE best answer.

  A. A core audience + a lookalike audience.

  B. A lookalike audience + a website audience

  C. A core audience + a website audience

  D. A core audience + an engagement audience

  E. A lookalike audience + an engagment audience

  Correct Answer: D

• Question 104:

  You are planning on uploading a list of 5,000 customers from the same country for a current client to build a custom audience.

  What are some of the best practices you need to follow when uploading a customer database to build a Custom Audience?

  Choose ALL answers that apply.

  A. Always include the country code as part of your customer's phone numbers.

  B. Always include your customers' countries in their own column in your file.

  C. For customer lifetime value rate your customers on a ranking from 1-10

  D. Include only customers with highest value order for best performance.

  E. Convert different currencies into the same one.

  Correct Answer: ABE

  The two most important tips are:

  Always include the country code as part of your customer's phone numbers, even if all your data is from the same country. Always include your customers' countries in their own column in your file, even if all of your data is from the same country. Because we match on a global scale, this simple step helps us match as many people as possible from your customer list. What should I avoid when calculating customer lifetime value? Different people calculate customer lifetime value in different ways. Here are some ways that you should avoid if you're going to send us the data for

  use in a value-based Lookalike Audience:

  Rating your customers. Say you have 3 customers worth $100, $10 and $1, respectively, and you use a 15 rating system. Don't send us data where they're rated as a 5, 2 and 1, respectively. This doesn't work

  because the value isn't proportional to the ranking. In other words, the $100 customer was factored by 20,

  but the $10 customer was only factored by 5 and the $1 customer wasn't factored at all.

  Ranking your customers. Say you have 100 customers and each one is worth between $200 and $1200.

  You rank them from 1 to 100. This doesn't work because value isn't proportional here either. It tells us if

  one customer is more valuable than another, but doesn't account for a scenario where the number 5

  customer is worth double what the number 6 customer is, whereas the number 20 customer might only be

  worth 1% more than the number 21 customer.

  Important:

  Don't provide only your highest value customers. Instead, include a broad range. Without this range, we

  can't hone in on what might distinguish an average customer from a great one.

  Don't include negative numbers to denote negative value or undesirable customers. We can't use rows that

  contain numbers like that.

  If your value is in the form of a currency, make sure it's all the same currency or is converted to the same

  scale before uploading. We don't currently normalize for different currencies.

  Decimals that denote cents are acceptable, but don't use any other punctuation marks and/or separators.

  We can't use rows that contain them.

• Question 105:

  If you want to target two saved audiences for a product launch, how many campaigns and ad sets do you need?

  1 Campaign and 2 Ad Sets 2 Campaigns and 2 Ad sets 2 Campaigns and 1 Ad Set 1 Campaign and 3 Ad Sets

  Choose ALL answers that apply.

  A. You should research all users on Facebook with certain characteristics that match your target market.

  B. You should research people connected to your Fan Page.

  C. You should upload a customer database and analyze their behaviors.

  D. People who have viewed a view post on your Fan Page.

  Correct Answer: AB

• Question 106:

  What are all of the mobile advertiser ID's you can utilize to build a custom audience?

  Choose ALL answers that apply.

  A. Apple's Advertising Identifier (IDFA)

  B. Android's Advertising ID

  C. Facebook User ID

  D. Google User ID

  Correct Answer: ABC

  You can create ads targeting people by customer lists. One of the data sources you can use is mobile

  advertiser IDs.

  Apple's Advertising Identifier (IDFA): An advertising ID that Apple provides as part of iOS in its ads

  framework.

  Android's Advertising ID: An advertising ID that Google provides as part of Google Play services.

  Facebook User ID: If people are logged in to your app via Facebook, you can use their Facebook User ID

  for targeting.

  You can't run Google IDs currently on Facebook to identify users.

• Question 107:

  You talk with your client and understand that there are specific events that you need to register in PhotoSnap's app.

  Here is a list of events you need to register:

  1.

  When users open the mobile app.

  2.

  When users add a credit card.

  3.

  When users send to print their images.

  4.

  When users watch the video explaining how the app works.

  What events should you install on the mobile app in order to build re-marketing campaigns?

  Choose only ONE best answer.

  A. App Launched, Initiated Checkout, Purchased, Spend Credits

  B. App Launched, Added Payment Info, Purchased, Completed Tutorial

  C. Added To Cart, Purchased, Completed Tutorial, Added To Wishlist

  D. Achieved Level, Purchased, Completed Registration, Viewed Content

  E. Purchased, Initiated Checkout, Completed Registration, Rated

  Correct Answer: B

  There are 14 standard app events you can use on Facebook SDK mobile app.

  For this particular mobile app, these are the four events you want to utilize in order to track your client's

  requests:

  1. App Launched: When users open the mobile app.2. Added Payment Info: When users add a credit card.3. Purchased: When users send to print their images.4. Completed Tutorial: When users watch the video explaining how the app works. Below is a list of the 14 related app events: Achieved level App launched Added payment info Added to cart Added to wishlist Completed registration Completed tutorial Initiated checkout Purchased Rated Searched Spent credits Unlocked achievement

  Viewed content All of these events allow you to understand better how people are interacting with your mobile app, measure the performance of your Facebook mobile ads, and reach certain people who use your app by creating custom audiences. Topic 4, Given a scenario, determine target audience

• Question 108:

  You've installed the ViewContent event on the blog, but your client now wants you to categorize the

  individual blog posts with a category.

  How could you use Facebook Pixel to categorize each blog post?

  Choose only ONE best answer.

  A. You have to use Facebook pixel parameters in order to categorize each blog post.

  B. It is not possible to do what your client is requesting.

  C. You have to create additional events in order to categorize each blog post.

  Correct Answer: A

  To categorize each blog post, you will have to use Facebook pixel parameters.

  In this case, you will create a parameter under the name "category." This category will have the three

  choices of blog categories.

  Your final ViewContent event should look like this:

  Below is a description of all the parameters you can use:

  

  For more detailed information you can view the following Facebook for developers post: https:// developers.facebook.com/docs/ads-for-websites/pixel-events/v2.11

• Question 109:

  Your client owns an online nutrition membership program for women, where customers get tips, diets, and discounts on a weekly basis.

  They now want to launch a new blog for content marketing purposes, and would like to categorize the content into three buckets:

  Weight loss

  Health

  Mom

  You've already installed the Facebook pixel on their website; however, you now need to add an additional event pixel code to the blog so that you can track content better.

  Which pixel event do you install on the blog?

  Choose only ONE best answer.

  A. Generate Lead

  B. Complete Registration

  C. View Content

  Correct Answer: C

  Facebook Pixel allows you to track events, or specific actions, people take on your website.

  For this specific case, you should use the View Content Event pixel to track specific visits to the blog posts.

  

  You can use URL's for your ads afterward as well; however, once you have +25 blog posts, using URL's

  becomes unpractical.

  Here is the list of the 9 standard events you can use:

  

  For more detailed information you can view the following Facebook for developers post: https:// developers.facebook.com/docs/ads-for-websites/pixel-events/v2.11

• Question 110:

  Your were hired to run campaigns for an e-commerce store that has +100 products on their website.

  You've created a new product catalog to run remarketing campaigns; however, your pixel is not detecting

  the products while users view them.

  What can you do to fix this issue?

  Select two that apply.

  A. You need to associate the client's website pixel with the product catalog in the Ad Account.

  B. You need to associate the client's website pixel with the product catalog in the Business Manager.

  C. You can use the Product Catalog Preferences API to pair your client's pixel with the product catalog.

  D. You need to create a new pixel and re-upload the product catalog.

  E. You should run remarketing campaigns without the Facebook pixel.

  Correct Answer: BC

  If you want to advertise to people who have already expressed an interest in your products, you can run dynamic ads from your catalog. Dynamic ads pair images and inventory information from your catalog with signals from a Facebook pixel, which tracks activity on your website. You can also run collection ads, such as Instant Experiences, where people discover and purchase products and services through immersive mobile experiences on Facebook and Instagram. Collection ads take information from your catalog and people can tap on items to learn more about them or browse similar items. There are several error messages when using the pixel. Error: Pixel is not paired with a product catalog This warning suggests that the pixel is not paired with any product catalog. It is required to specify relationship between pixels and product catalogs. For this specific question, all you need to do is connect your product catalog with your client's pixel. There are two ways to pair a catalog with a pixel: Business ManagerFollow these steps to pair a catalog with a pixel using the Business Manager: Go to business.facebook.com Settings page Choose "Product Catalogs" on the left pane Press "Associate Pixels" button Associate pixels with your product catalog. Product Catalog Preferences APIYou can use the Product Catalog Preferences API pair a catalog with a pixel. Keep in mind that you associate a pixel and a product catalog in your Business Manager and not the Ad Account.