Facebook Facebook Certifications 410-101 Questions & Answers

• Question 31:

  Why is people-based MTA attribution more effective than cookie-based last click attribution?

  Choose ALL answers that apply.

  A. It enables you how well your ads works with real people

  B. It provides global cross-environment coverage.

  C. It provides a holistic marketing and measurement at scale

  D. It allows me to measure only Instagram attribution

  Correct Answer: ABC

  Real PeoplePeople-based measurement enables you to see how well your ads work with real people rather than proxies, such as cookies and device IDs. This understanding allows marketers to measure accurately across devices, publishers, browsers and in stores. PersistenceAdvertisers are able to leverage insights from Facebook's 1.45 billion daily, re-authenticated users, so they know they're reaching and measuring over time.1 ScaleOur solutions provide broad, global cross-environment coverage. We're the only technology built on the insights derived from Facebook's vast community of 2.2 billion monthly active users.2 DepthMarketers gain access to high-fidelity age, gender and geographic data to perform holistic marketing and measurement at scale.

• Question 32:

  What are some benefits of MTA?

  Choose ALL answers that apply.

  A. Helps you understand cross-device path to conversion.

  B. Can analyze and compare publishers and campaign performance

  C. Shows that the last touch model has no limits

  D. Shows that attribution window is always tied to a last touch model

  E. Gives credit to multiple impressions and clicks on the path to conversion.

  Correct Answer: ABE

  Benefits of people-based multi-touch attribution (MTA)

  Helps you understand the cross-device, people-based path to conversion Provides actionable data for more efficient allocation of media spend Can analyze and compare publishers, campaigns, and cross-device performance Demonstrates the limits of only using a last touch model Shows what's working and what isn't among marketing channels Attribution is the assigning of credit to a marketing touchpoint.Most digital advertisers today measure with a last click attribution model, in which the last click gets full credit for driving a conversion. In this model, even if there were five impressions and one click in the path to conversion, all credit is given to the click. In contrast, multi-touch attribution (MTA) gives credit to multiple impressions and clicks on the path to conversion.

• Question 33:

  What is not an action measured through Facebook attribution system?

  Choose only ONE best answer.

  A. Link Clicks

  B. Outbound links

  C. Phone call sales conversion

  D. Mobile app installs

  E. POS purchase conversion

  F. Third party (Google) link click

  Correct Answer: F

  About Actions You Can Measure in Facebook Ads Reporting

  An action is activity that happens on your ad (for example, someone watches your video ad) or as a result

  of your ad (for example, someone views your ad and then downloads an app).

  Actions that occur on your ad include link clicks, outbound clicks, post engagement, video views, and

  more.

  Actions that happen as a result of your ad include website conversions, website leads, mobile app installs,

  mobile app purchases and offline conversions. We attribute these actions to your ad if someone viewed or

  clicked on your ad within a certain period of time, as defined by your attribution window.

• Question 34:

  What are some advantages of a statistical attribution model versus a rules-based attribution model?

  Choose only ONE best answer.

  A. Use algorithms to determine credit for each touchpoint in the user flow.

  B. Credits one touchpoint according to a specific rule.

  C. You select where along the path you want to assign credit for the conversion.

  D. Are cookie based model that is more effective in measuring your marketing campaigns.

  Correct Answer: A

  Rules-based models assign credit to one or more touchpoints according to rules that we set. Think of

  these models as different lens through which you can analyze results. For example, giving credit to the first

  and last touchpoints (impressions and clicks) leading to a conversion. Rules-based models using people-

  based measurement provide deeper insights than cookies-only measurement, since multiple touchpoints

  are tracked and correlated with an actual person.

  With rules-based models:

  You define "the rule": How should credit be allocated?

  Results are based on your model choice.

  You choose where along the path to conversion you want to assign the credit: last click, even credit, time

  decay, or positional.

  Statistical models use algorithms to determine credit for each touchpoint. These models are driven on a

  result (increased revenue) rather than an assumption of where to assign credit. They use all available data

  to determine which ads increase revenue. Like rules-based models, statistical models are far more

  effective at analyzing past results and predicting future results when using a people-based measurement

  tool.

  With statistical models:

  Algorithms define the credit allocation.

  Results are dynamic and learn from historical data.

  They're also referred to as algorithmic MTA data-driven MTA , , and results-driven MTA .

• Question 35:

  Estimated Ad Recall Lift is shown in the Results Manager for which objectives?

  Choose ALL answers that apply.

  A. Brand Awareness

  B. Video Views

  C. Store Visits

  D. Post Engagement

  E. Conversions

  Correct Answer: ABD

  Metric: Estimated Ad Recall Lift (people)

  An estimate of the number of additional people who may remember seeing your ads, if asked, within two

  days.

  This metric shows results for ads using Brand Awareness, Video Views, and Engagement Post

  Engagement objectives.

• Question 36:

  What reporting tools can you use to customize your reporting data within Facebook Ads Manager? Select three that apply.

  A. Search

  B. Placement

  C. Date Range

  D. Breakdown

  E. Reports

  F. Ad Sets

  Correct Answer: ACD

• Question 37:

  You have been running a campaign for a week with the following results:

  

  You would like to optimize your campaign for maximizing ROAS. Which campaign has the highest and which has the lowest ROAS? Select two that apply.

  A. Campaign #1 has the highest ROAS of 63.20

  B. Campaign #2 has the lowest ROAS of 1.87

  C. Campaign #3 has the lowest ROAS of 1.87

  D. Campaign #2 has the lowest ROAS of 1.72

  E. Campaign #3 has the lowest ROAS of 9.95

  F. Campaign #3 has the highest ROAS of 63.20

  Correct Answer: AD

• Question 38:

  You client would like to promote a new product with five different posts. You need to set up a campaign with different ads in order to test five videos for a specific audience. They would like to reach as many people as possible with their new campaign in order to maximize awareness of the new product launch.

  Your community manager has selected post interaction campaign as the objective and gave each ad set a budget of $900.

  After a week of running the campaign you see the following results: You still have $4,500 in your campaign budget to spend over the course of the next two weeks. How do you optimize your campaign?

  

  Choose ALL answers that apply.

  A. You turn off Ad #1

  B. You should delete all ad sets and have leave just one.

  C. You should use budget optimization for your campaign.

  D. You should decrease your budget to $3,000

  E. You should switch your campaign objective from post interaction to brand awareness.

  F. You should switch the budget from ad #4 to ad #2.

  G. You should increase the budget from ad #5

  Correct Answer: ABCE

• Question 39:

  You are launching mobile reactivation campaign to re-market users who have installed the app before.

  Below is the information for the campaign your social media manager just launched:

  Targeting: Core Audiences

  Ad Units: Link ads in News Feeds

  Bid Types: CPM

  Measurement: Conversion pixel

  How do you fix the campaign?

  Choose ALL answers that apply.

  A. Change audiences to custom audiences.

  B. Change the bidding type to CPA instead of CPM.

  C. Use Facebook SDK to measure conversions.

  D. Add conversion lift tests to measure campaign results.

  E. Use more core audiences to increase results.

  Correct Answer: ABC

  If you are running campaigns to re-active users who have downloaded a mobile application, the only way

  to measure results is through Facebook's SDK. The conversion pixel is used for websites.

  You want to use CPM for brand awareness campaigns.For direct response campaigns, you want to use

  CPA or optimize for conversions, as you are interested in getting people to use the app.

  You also want to market users who HAVE downloaded the app. To build this audience, you need a custom

  audience. Core audiences are for reaching out to new markets.

• Question 40:

  You've been working on a reach and frequency campaign for your client.

  You launch the campaign at 8 AM. It's 3 PM, and you realize you need to change your audience.

  How can you fix this?

  Choose only ONE best answer.

  A. You can go into the ad-set and just change the audience.

  B. You need to build a new ad-set with the different audience.

  C. You need to cancel current ad set and launch a new ad set with the fix.

  Correct Answer: C

  Reach and frequency campaigns have a grace period of 6 hours. After that time, you will have to create a new one and re-launch it as Facebook can't keep your fixed price.