Glossary Terms

Question 1

What is a test that allows you to conduct experiments that compare multiple targeting groups or campaigns by splitting audiences into randomized and mutually exclusive groups?

Answer 1

A/B Test

Question 2

What is a Facebook pixel feature that allows websites to pass additional site-visitor information (such as email addresses or phone numbers)?

Answer 2

Advanced Matching

Question 3

What is a hypothesis contrary to a null hypothesis, that there’s a relationship between two measured phenomena or an association among groups?

Answer 3

Alternative Hypothesis

Question 4

What defines how software components communicate?

Answer 4

An API (Application Programming Interface)

Question 5

What is the practice of assigning value to various marketing efforts?

Answer 5

Attribution

Question 6

What determines how credit is given to touchpoints for a conversion, or the logic that determines how credit is given to touchpoints for a conversion?

Answer 6

Attribution Model

Question 7

What three things can Attribution Model logic be based on?

Answer 7

A rule, a set of rules, or a statistical model.

Question 8

What is the finite period of time during which conversions can be credited to a particular ad?

Answer 8

Attribution Window

Question 9

What is an ad buying methodology in which the ads run based on the maximum bid and performance, where ads compete against each other in this process and the system determines the ones most likely to be successful to be displayed?

Answer 9

Auction

Question 10

What is the amount an advertiser is willing to pay to achieve their desired outcome?

Answer 10

A Bid

Question 11

What is a bid strategy that enables advertisers to set a maximum bid Facebook can use in each auction?

Answer 11

Bid Cap

Question 12

What adjusts a bid or which auctions to enter based on how much budget and time are left for an ad set?

Answer 12

Bid Pacing

Question 13

What is a setting in Ads Manager and Reporting that helps Facebook determine how to spend a budget to compete in a Facebook auction?

Answer 13

Bid Strategy

Question 14

What is a measurement product that uses experimental design (randomized control trials) to detect brand impact that might be caused by ads run on Facebook?

Answer 14

Brand Lift

Question 15

What is the amount of marketing expenditure allotted for each marketing activity?

Answer 15

Budget Allocation

Question 16

What is one of the options in Ads Manager that determines the method by which you purchase ads on Facebook, either through auction or reach and frequency?

Answer 16

Buying Type

Question 17

What is the number of times an ad or a link to a web page is clicked, compared with the number of times it’s displayed?

Answer 17

CTR (Click-Through Rate)

Question 18

What is the group in an experiment or test for which none of the factors in the test are variable? It’s used as a benchmark to measure the effect of the test.

Answer 18

Control Group

Question 19

What measures how effectively your ads drove the interactions you’re measuring?

Answer 19

Conversion Efficiency

Question 20

What is a Facebook product that uses randomized control trials (RCTs) to measure the number of incremental conversions that result from Facebook ads?

Answer 20

Conversion Lift (usually an uppercase “L” in “Lift.”)

Question 21

What is also a marketing metric that quantifies the number of additional conversions that result from Facebook ads?

Answer 21

Conversion Lift (usually a lowercase “l” in “Lift.”)

Question 22

What is the percent difference in conversions between the people who did and didn’t see your ads during a test?

Answer 22

Conversion Lift Percent

Question 23

What is the (estimated) number of a desired action (or clicks, or impressions) divided by the number of times an ad is displayed?

Answer 23

Conversion Rate

Question 24

The (estimated) number of times a link on a web page is clicked, compared with the number of times it’s displayed is an example of what metric?

Answer 24

Conversion Rate

Question 25

What is the period of time considered between seeing an ad and acting upon it toward the ad's main goal (like generating a lead or making a purchase)?

Answer 25

Conversion Window

Question 26

What is the bid strategy that enables advertisers to set a maximum average cost per optimization event for an ad set?

Answer 26

Cost Cap

Question 27

Which bid strategy is being used in this example: Facebook will keep the average cost as far below that amount as possible, but keep showing ads until it's reached?

Answer 27

Cost Cap

Question 28

What is the cost to the advertiser each time an ad prompts an action?

Answer 28

CPA (Cost Per Action)

Question 29

What is the cost to the advertiser each time an ad is clicked?

Answer 29

CPC (Cost Per Click)

Question 30

What is the average cost for 1,000 impressions of an ad, or the average revenue received for 1,000 impressions of an ad on apps or websites?

Answer 30

CPM (Cost Per Thousand Impressions)

Question 31

What indicates outcomes related to advertising across numerous online or offline channels, such as Facebook and television?

Answer 31

Cross-Channel Measurement

Question 32

What is a logged action based on a specific action you want audiences to take on your website, app, or offline?

Answer 32

Custom Event

Question 33

What is a tool that enables businesses to manage customers' contact information and interactions through the customer life cycle?

Answer 33

CRM (Customer Relationship Management)

Question 34

What is the average amount you're willing to spend on an ad set or campaign every day?

Answer 34

Daily Budget

Question 35

What is the process of inspecting, cleansing, transforming, and modeling data with the goal of discovering useful information, informing conclusions, and supporting decision-making?

Answer 35

Data Analysis

Question 36

Fill in the Blanks: In today's business world, ___ ___ helps businesses to operate more effectively and make decisions more scientific.

Answer 36

Data Analysis

Question 37

What is a tool, connection, piece or code, or other object that collects information, such as Facebook pixel, Facebook SDK, or offline conversions?

Answer 37

Data Source

Question 38

What provides Facebook Ad information that can be used for measurement and analysis?

Answer 38

Data Source

Question 39

What is a variable whose value depends on that of another?

Answer 39

Dependent Variable

Question 40

What is a logged action that people take on your website, app, or offline, usually used for capturing and measuring ad performance?

Answer 40

Event

Question 41

In marketing research, what is the observational method that examines a group of people exposed to an ad campaign and tries to find a match for each person in the non-exposed group?

Answer 41

Exact Matching

Question 42

In marketing research, what is the measurement method that shows different types of ads to separate groups of people in a controlled manner?

Answer 42

Experimental Method

Question 43

What is a Facebook measurement product that provides advertisers with cross-platform, cross-channel, cross-device, multi-touch attribution performance reports for ad campaigns?

Answer 43

Facebook Attribution

Question 44

What is the process of determining credit for touchpoints on a conversion path based on their estimated incremental impact and statistical modeling?

Answer 44

Facebook's Data-Driven Attribution

Question 45

What is the piece of code installed on a website that | captures website events to measure actions taken from Facebook Ads?

Answer 45

Facebook Pixel

Question 46

What is data that a brand collects directly from its customers (for example, website activity data, sales data, and so on)

Answer 46

First-Party Data

Question 47

What is the rule-based attribution model that gives 100% of conversion credit to the first click or visit in a conversion path?

Answer 47

First-Touch | Attribution

Question 48

What is a unit of measurement of audience size for TV advertisements?

Answer 48

GRP (Group Rating Point)

Question 49

Fill in the Blanks: _____ is used to measure exposure to one or more programs or commercials, without regard to multiple exposures of the same advertising to individuals.

Answer 49

GRP (Gross Rating Point)

Question 50

What test measures the total conversions caused by your Facebook ads?

Answer 50

Holdout Test

Question 51

What is a supposition or proposed explanation made on the basis of limited evidence?

Answer 51

Hypothesis

Question 52

Fill in the Blanks: A _____ is used as a starting point for further investigation.

Answer 52

Hypothesis

Question 53

What is a single instance of an ad or piece of content | (such as a post) appearing on screen?

Answer 53

Impression

Question 54

What is a variable whose variation does not depend on that of another?

Answer 54

Independent Variable

Question 55

Fill in the Blanks: The _____ _____ is the factor that is purposely changed or controlled in order to see what effect it has.

Answer 55

Independent Variable

Question 56

What is a randomization method that includes all randomized participants in a statistical analysis and analyzes according to the group they were originally assigned, regardless of what treatment (if any) they received?

Answer 56

ITT (Intent To Treat)

Question 57

What is the allocation of budgets across different | channels?

Answer 57

Inter-Channel Budget

Question 58

What is the metric selected to evaluate the success of a campaign or ad?

Answer 58

KPI (Key Performance Indicator)

Question 59

What is the amount you’re willing to spend over the | entire runtime of your ad set or campaign?

Answer 59

Lifetime Budget

Question 60

In the context of machine learning, what is the concept of allowing Facebook to determine the best placement, ad set budget and bids for a campaign?

Answer 60

Liquidity

Question 61

What is the bid strategy that provides the highest | volume of conversions for the available budget?

Answer 61

Lowest-Cost Bid Strategy

Question 62

What is the discipline that uses science, information and computer code to automatically predict certain outcomes based on discovered patterns that are not explicitly programmed?

Answer 62

Machine Learning

Question 63

What is the regression-based analysis that quantifies how much sales and thus return on ad spend can be correlated to each media channel in the mix, for both offline and online channels?

Answer 63

MMM (Marketing Mix Modeling)

Question 64

What is a test that runs multiple experimental designs at the same time?

Answer 64

Multi-Cell Test

Question 65

Fill in the Blanks: For example, in a two-cell _____ _____, cell A has two groups (test and control) and cell B has two groups (test and control).

Answer 65

Multi-Cell Test

Question 66

What is the process of considering credit for each touchpoint on a conversion path?

Answer 66

Multi-Touch Attribution

Question 67

What is an observational study in which subjects fall into either the exposed or non-exposed groups based on a naturally occurring event?

Answer 67

Natural Experiment

Question 68

What is an experimental method in which the treatment group for one test is subdivided into a control group and a secondary testing group?

Answer 68

Nested Test

Question 69

What is a general statement or default position in inferential statistics that there is no relationship between two measured phenomena or no association among groups?

Answer 69

Null Hypothesis

Question 70

What is the way of collecting data through observing?

Answer 70

Observational Method

Question 71

What is a general statement or default position in inferential statistics that there is no relationship between two measured phenomena or no association among groups?

Answer 71

Null Hypothesis

Question 72

What is it called when Facebook logs the opportunities for a test's target audience to see the ad at some specific stage along the delivery funnel?

Answer 72

Opportunity Logging

Question 73

Tags like userId, studyId, dynamicHoldoutId, and isControl, used to scribe tables, are created by what?

Answer 73

Opportunity Logging

Question 74

What is the component of ad delivery whereby Facebook measures and projects a campaign’s end date to ensure a budget is spent as evenly as possible over the lifetime of an ad set?

Answer 74

Pacing System

Question 75

What represents the probability of obtaining test results at least as extreme as the results actually observed during the test, assuming that the null hypothesis is correct?

Answer 75

P-Value

Question 76

What is included alongside events to measure additional information about the product or service type people engage with on an app or website?

Answer 76

Parameter

Question 77

In marketing research, what observational method assigns everyone in the exposed and nonexposed groups a probability of being exposed; then people from each group are matched based on their similar probabilities?

Answer 77

Propensity Score Matching

Question 78

What is also known as the coefficient of determination?

Answer 78

R2 (R Squared)

Question 79

Also known as the coefficient of determination, what variable is the proportion of the variance in the dependent variable that is predictable from the independent variable(s)?

Answer 79

R2 (R Squared)

Question 80

What trial tests a hypothesis by introducing a treatment, studying the effects and determining the impact of your ad?

Answer 80

RCT (Randomized Control Trial)

Question 81

What trial tests a hypothesis by introducing a | treatment, studying the effects and determining the impact of your ad?

Answer 81

RCT (Randomized Control Trial)

Question 82

Fill in the Blank: Ultimately, an _____ can help determine how much to spend on each marketing channel in order to maximize results.

Answer 82

RCT (Randomized Control Trial)

Question 83

What is the number of people exposed to a medium at least once during a given period?

Answer 83

Reach

Question 84

What is a method of buying ads on Facebook that allows advertisers to predict the audience size reached and control the average frequency that the audience is exposed to their ads?

Answer 84

Reach and Frequency

Question 85

In marketing research, what is the observational method whereby people build a model based on the observed data and use the model to predict the outcome of the campaign based on a set of observed variables, including whether or not people were exposed to the advertising campaign?

Answer 85

Regression Adjustment

Question 86

What is the economic indicator used to evaluate the effectiveness of ad spend. It is calculated as the ratio of the amount gained or lost relative to the amount invested?

Answer 86

ROAS (Return On Ad Spend)

Question 87

What is the economic indicator used to evaluate the efficacy of total media investment, including trade?

Answer 87

ROI (Return On Investment)

Question 88

Fill in the Blanks: _____ is calculated as the ratio of the amount gained or lost relative to the amount invested.

Answer 88

ROI (Return On Investment)

Question 89

What attribution model lets you select the rule that will determine how conversions should be attributed to different touchpoints?

Answer 89

Rule-Based Attribution Model

Question 90

Associate each Attribution Model with the correct description: ______________________________________________________ Models: a) Single-Touch, b) Multi-Touch, c) Rule-Based ______________________________________________________ 1) Lets you select the rule that will determine how conversions should be attributed to different touchpoints. 2) Gives credit to only one touchpoint 3) Gives credit to multiple touchpoints in the consumer's conversion path

Answer 90

Answers: a) --> 2) b) --> 3) c) --> 1)

Question 91

What is the additional revenue caused by ads in a test, when compared to the test and control groups?

Answer 91

Sales Lift

Question 92

What is the practice of marketing a business using paid advertisements that appear on search engine results pages?

Answer 92

SEM (Search Engine Marketing)

Question 93

What is a test with one test group, where group A is shown the ad and group B is not?

Answer 93

Single-Cell Test

Question 94

What is the piece of code installed on an app that captures app events?

Answer 94

ADK (Software Development Kit)

Question 95

What attribution model uses algorithms to determine credit for each touchpoint?

Answer 95

Statistical Attribution Model

Question 96

What metric represents the number of impressions bought per 100 people in an ad's target audience?

Answer 96

TRP (Targeting Rate Point)

Question 97

How long a test runs for, from beginning to end, is called what?

Answer 97

Test Duration

Question 98

What is the name of this formula: Advertiser Bid * Estimation Action Rates + User Value

Answer 98

Total Value Calculation

Question 99

What do you call the prediction of how engaging or relevant a user may find an ad based on available signals?

Answer 99

User Value

Question 100

What is the quantity or other piece of data that can assume different values?

Answer 100

Variable

Question 101

In Facebook Attribution, what do you call the number of times a person loaded your website from any channel (including paid, direct, organic, and untracked channels), as recorded by the Facebook pixel or SDK?

Answer 101

Visit