Facebook 200-101 問題集

質問 1：
An advertiser is reviewing campaign results in Facebook Attribution and determines that optimizing its campaigns for website content views appears to be more successful than optimizing for clicks.
Details reviewed were as follows:
* A last touch attribution model was used
* Look back window was 90 days
* Campaigns optimized for clicks delivered a cost per view for SO.55
* Campaigns optimized for website content views yielded a cost per view of S0.49
The advertiser wants to assess whether or not this difference is meaningful or due to random chance before adjusting its strategy accordingly. What action could the analyst take to determine if the difference is meaningful?
A. Run data-driven attribution
B. Run a single linear regression analysis
C. Run a multi-cell Conversion Lift test
D. Run a single-cell Conversion Lift test
正解：C

質問 2：
An advertiser recently ran a month-long campaign on a new media platform. This campaign targeted customers who had purchased from the advertiser in the past year. Of the 10 million customers targeted, 3 million were reached. The average frequency for the campaign was three impressions over the month. The advertiser spent $100,000 on this media buy.
After the campaign, an analyst from the media platform noticed that customers who received six or more impressions were twice as likely to purchase than those who received three or fewer impressions. To increase the number of users who receive six or more impressions, the analyst recommends that the advertiser double their spend. The goal is to increase the frequency from three to six in order to drive a significant increase in incremental return on ad spend.
What primary concern should the advertiser's in-house measurement team have about this conclusion?
A. The demographic makeup of the groups that received <=3 and >=6 impressions are different
B. This is a new platform, so the results must be validated multiple times before changing strategy
C. The campaign was not long enough to capture adequate data
D. This is an observational finding rather than an experimental finding
正解：B

質問 3：
An advertiser runs a campaign that yields the following results:

The results are statistically significant. What is the incremental ROAS for each test?
A. A - $0.80, B - $0.47
B. A- $0.21, B- $0.16
C. A- $2.80, B- $2.13
D. A - $2.60, B - $1.97
正解：D

質問 4：
A multiple regression model establishes the relationship between Sales as a function of Ads, Price and Distribution. The analyst obtains the following output:

Which conclusion should be made about the significance of the regression?
A. Based on the R-squared, the regression equation is overall statistically significant.
B. Based on the F-test, the regression equation is overall statistically significant.
C. Based on the F-test, the regression equation is overall not statistically significant.
D. Based on the R-squared, the regression equation is overall not statistically significant.
正解：A

質問 5：
An ecommerce brand needs to determine if additional placements will drive more results than focusing the budget primarily on Facebook Feed.
A/B test results:
* Campaign 1: Facebook Feed
* Cost per purchase: S5
* Campaign 2: Four placements
* Cost per purchase: S3
* Facebook News Feed cost per purchase: $1.50
* Instagram feed cost per purchase: $2.50
* Messenger cost per purchase: $6
* Instagram Stories cost per purchase: $7
Which action should the brand take?
A. Remove Messenger and Instagram Stories from the test campaign and retest with two new placements: Facebook News Feed and Instagram feed
B. Deliver budget against Facebook News Feed, Instagram feed, Messenger, and Instagram Stories within each ad set
C. Deliver budget to Facebook News Feed within each Ad Set
D. Deliver budget to only Facebook News Feed and Instagram feed within each Ad Set
正解：D