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Facebook Blueprint Certified Marketing Science Professional

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Facebook Blueprint Certified Marketing Science Professional

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25 Questions

1. What does the Performance dashboard allow you to see?

Budget affects the media pressure to actually cause an effect (also called media weight). Although the budget doesn't technically impact statistical power, it does impact the lift. If you spend more money, you'll be able to expect a larger effect. If your test has a larger effect, it's easier to detect lift. Because statistical power is the ability to detect lift, more budget will lead to more statistical power.The Performance dashboard allows you to see the breakdown of your ad performance by channel and publisher.First and last touchpoints (clicks or impressions) are given more credit, while the credit for the remaining touchpoints in the middle is divided equally.It is the difference in the percent of people who submitted the desired response in the test group versus those in the control group. (# test desired responses / test total responses) - (# control desired responses / control total responses)

2. What is Brand Lift percent? Give the formula.

First and last touchpoints (clicks or impressions) are given more credit, while the credit for the remaining touchpoints in the middle is divided equally.The Performance dashboard allows you to see the breakdown of your ad performance by channel and publisher.Budget affects the media pressure to actually cause an effect (also called media weight). Although the budget doesn't technically impact statistical power, it does impact the lift. If you spend more money, you'll be able to expect a larger effect. If your test has a larger effect, it's easier to detect lift. Because statistical power is the ability to detect lift, more budget will lead to more statistical power.It is the difference in the percent of people who submitted the desired response in the test group versus those in the control group. (# test desired responses / test total responses) - (# control desired responses / control total responses)

3. How does budget affect statistical power?

Budget affects the media pressure to actually cause an effect (also called media weight). Although the budget doesn't technically impact statistical power, it does impact the lift. If you spend more money, you'll be able to expect a larger effect. If your test has a larger effect, it's easier to detect lift. Because statistical power is the ability to detect lift, more budget will lead to more statistical power.It is the difference in the percent of people who submitted the desired response in the test group versus those in the control group. (# test desired responses / test total responses) - (# control desired responses / control total responses)First and last touchpoints (clicks or impressions) are given more credit, while the credit for the remaining touchpoints in the middle is divided equally.The Performance dashboard allows you to see the breakdown of your ad performance by channel and publisher.

4. How does the positional attribution model work?

5. What happens during Opportunity Logging? Why?

The Performance dashboard allows you to see the breakdown of your ad performance by channel and publisher.Budget affects the media pressure to actually cause an effect (also called media weight). Although the budget doesn't technically impact statistical power, it does impact the lift. If you spend more money, you'll be able to expect a larger effect. If your test has a larger effect, it's easier to detect lift. Because statistical power is the ability to detect lift, more budget will lead to more statistical power.During opportunity logging, Facebook excludes people from the experimental group who weren't served the ad. This could be because they weren't on Facebook, didn't use Facebook during that time or because the advertiser didn't win auctions.It is the difference in the percent of people who submitted the desired response in the test group versus those in the control group. (# test desired responses / test total responses) - (# control desired responses / control total responses)

6. What are scenarios you may consider using a conversion lift test for?

1. To validate a test hypothesis 2. To inform large scale decisions 3. To understand full return on ad spend (ROAS) of a campaign strategyBudget affects the media pressure to actually cause an effect (also called media weight). Although the budget doesn't technically impact statistical power, it does impact the lift. If you spend more money, you'll be able to expect a larger effect. If your test has a larger effect, it's easier to detect lift. Because statistical power is the ability to detect lift, more budget will lead to more statistical power.The Performance dashboard allows you to see the breakdown of your ad performance by channel and publisher.It is the difference in the percent of people who submitted the desired response in the test group versus those in the control group. (# test desired responses / test total responses) - (# control desired responses / control total responses)

7. What do attribution models determine?

Budget affects the media pressure to actually cause an effect (also called media weight). Although the budget doesn't technically impact statistical power, it does impact the lift. If you spend more money, you'll be able to expect a larger effect. If your test has a larger effect, it's easier to detect lift. Because statistical power is the ability to detect lift, more budget will lead to more statistical power.Attribution models determine how much credit marketing touchpoints should get for driving conversions.The Performance dashboard allows you to see the breakdown of your ad performance by channel and publisher.It is the difference in the percent of people who submitted the desired response in the test group versus those in the control group. (# test desired responses / test total responses) - (# control desired responses / control total responses)

8. List 4 common variables you could choose from when conducting a split test:

The Performance dashboard allows you to see the breakdown of your ad performance by channel and publisher.1. creative 2. placement 3. audience 4. delivery optimization.Budget affects the media pressure to actually cause an effect (also called media weight). Although the budget doesn't technically impact statistical power, it does impact the lift. If you spend more money, you'll be able to expect a larger effect. If your test has a larger effect, it's easier to detect lift. Because statistical power is the ability to detect lift, more budget will lead to more statistical power.It is the difference in the percent of people who submitted the desired response in the test group versus those in the control group. (# test desired responses / test total responses) - (# control desired responses / control total responses)

9. What is Attribution?

Budget affects the media pressure to actually cause an effect (also called media weight). Although the budget doesn't technically impact statistical power, it does impact the lift. If you spend more money, you'll be able to expect a larger effect. If your test has a larger effect, it's easier to detect lift. Because statistical power is the ability to detect lift, more budget will lead to more statistical power.Attribution helps assign credit to different marketing channels in driving the business goal.It is the difference in the percent of people who submitted the desired response in the test group versus those in the control group. (# test desired responses / test total responses) - (# control desired responses / control total responses)The Performance dashboard allows you to see the breakdown of your ad performance by channel and publisher.

10. What is DR marketing?

The Performance dashboard allows you to see the breakdown of your ad performance by channel and publisher.Direct response is a type of marketing designed to elicit an instant response by encouraging prospects to take a specific action. It is the difference in the percent of people who submitted the desired response in the test group versus those in the control group. (# test desired responses / test total responses) - (# control desired responses / control total responses)Budget affects the media pressure to actually cause an effect (also called media weight). Although the budget doesn't technically impact statistical power, it does impact the lift. If you spend more money, you'll be able to expect a larger effect. If your test has a larger effect, it's easier to detect lift. Because statistical power is the ability to detect lift, more budget will lead to more statistical power.

11. Facebook uses a technique called Intent to Treat (ITT) to manage what?

Budget affects the media pressure to actually cause an effect (also called media weight). Although the budget doesn't technically impact statistical power, it does impact the lift. If you spend more money, you'll be able to expect a larger effect. If your test has a larger effect, it's easier to detect lift. Because statistical power is the ability to detect lift, more budget will lead to more statistical power.It is the difference in the percent of people who submitted the desired response in the test group versus those in the control group. (# test desired responses / test total responses) - (# control desired responses / control total responses)The Performance dashboard allows you to see the breakdown of your ad performance by channel and publisher.The effect of potential bias in the test results

12. In order to understand marketing mix modeling results, there are three key formulas you should understand. List them.

1. Return on Investment 2. Cost per Acquisition 3. Volume ContributionBudget affects the media pressure to actually cause an effect (also called media weight). Although the budget doesn't technically impact statistical power, it does impact the lift. If you spend more money, you'll be able to expect a larger effect. If your test has a larger effect, it's easier to detect lift. Because statistical power is the ability to detect lift, more budget will lead to more statistical power.The Performance dashboard allows you to see the breakdown of your ad performance by channel and publisher.It is the difference in the percent of people who submitted the desired response in the test group versus those in the control group. (# test desired responses / test total responses) - (# control desired responses / control total responses)

13. In context of experiments, what are tactics?

For example, if your variable is creative, your tactics could be a video and/or a photo. If your variable is audience, your tactics could be men and/or women. You can test multiple tactics at once.The Performance dashboard allows you to see the breakdown of your ad performance by channel and publisher.It is the difference in the percent of people who submitted the desired response in the test group versus those in the control group. (# test desired responses / test total responses) - (# control desired responses / control total responses)Budget affects the media pressure to actually cause an effect (also called media weight). Although the budget doesn't technically impact statistical power, it does impact the lift. If you spend more money, you'll be able to expect a larger effect. If your test has a larger effect, it's easier to detect lift. Because statistical power is the ability to detect lift, more budget will lead to more statistical power.

14. You can only test multiple variables in a ____________ test, not a ____________ test.

Budget affects the media pressure to actually cause an effect (also called media weight). Although the budget doesn't technically impact statistical power, it does impact the lift. If you spend more money, you'll be able to expect a larger effect. If your test has a larger effect, it's easier to detect lift. Because statistical power is the ability to detect lift, more budget will lead to more statistical power.The Performance dashboard allows you to see the breakdown of your ad performance by channel and publisher.It is the difference in the percent of people who submitted the desired response in the test group versus those in the control group. (# test desired responses / test total responses) - (# control desired responses / control total responses)Lift, split

15. How do you calculate the baseline conversion rate?

It is the difference in the percent of people who submitted the desired response in the test group versus those in the control group. (# test desired responses / test total responses) - (# control desired responses / control total responses)To calculate the baseline conversion rate, take the number of conversions from your prior campaign and divide it by the reach for that campaign. Make sure that the audience is as similar to the lift test's audience as possible.The Performance dashboard allows you to see the breakdown of your ad performance by channel and publisher.Budget affects the media pressure to actually cause an effect (also called media weight). Although the budget doesn't technically impact statistical power, it does impact the lift. If you spend more money, you'll be able to expect a larger effect. If your test has a larger effect, it's easier to detect lift. Because statistical power is the ability to detect lift, more budget will lead to more statistical power.

16. How can marketing mix modeling help an advertiser?

It is the difference in the percent of people who submitted the desired response in the test group versus those in the control group. (# test desired responses / test total responses) - (# control desired responses / control total responses)Budget affects the media pressure to actually cause an effect (also called media weight). Although the budget doesn't technically impact statistical power, it does impact the lift. If you spend more money, you'll be able to expect a larger effect. If your test has a larger effect, it's easier to detect lift. Because statistical power is the ability to detect lift, more budget will lead to more statistical power.The Performance dashboard allows you to see the breakdown of your ad performance by channel and publisher.1. It helps you understand how your marketing activity impacts sales. MMM isolates the impact of both marketing and non-marketing factors on a KPI (key performance indicator) using statistical models. As a result, you can quantify the incremental impact of your media investment on sales, both online and offline. Once you have this information, you can calculate key metrics like ROI or cost per outcome. 2. You can use the model output to plan different scenarios and perform forward-looking simulations or optimizations. 3. Marketing mix modeling can help businesses make decisions that reach beyond marketing alone, using scenario planning and forecasting.

17. Attribution reports in Ads Manager can show different results than Facebook Attribution. What is the reason for this discrepancy?

The Performance dashboard allows you to see the breakdown of your ad performance by channel and publisher.Budget affects the media pressure to actually cause an effect (also called media weight). Although the budget doesn't technically impact statistical power, it does impact the lift. If you spend more money, you'll be able to expect a larger effect. If your test has a larger effect, it's easier to detect lift. Because statistical power is the ability to detect lift, more budget will lead to more statistical power.Ads manager counts only paid ads and uses last-touch attribution, which means that the last ad a person interacted with before converting gets all the credit, whether the person clicked on that ad or not.It is the difference in the percent of people who submitted the desired response in the test group versus those in the control group. (# test desired responses / test total responses) - (# control desired responses / control total responses)

18. What are the three components to the output you receive from a marketing mix modeling exercise?

The Performance dashboard allows you to see the breakdown of your ad performance by channel and publisher.1. Report on incremental sales from modeled variables 2. ROI analysis 3. Media curvesIt is the difference in the percent of people who submitted the desired response in the test group versus those in the control group. (# test desired responses / test total responses) - (# control desired responses / control total responses)Budget affects the media pressure to actually cause an effect (also called media weight). Although the budget doesn't technically impact statistical power, it does impact the lift. If you spend more money, you'll be able to expect a larger effect. If your test has a larger effect, it's easier to detect lift. Because statistical power is the ability to detect lift, more budget will lead to more statistical power.

19. What does the direct metric denote on the Facebook Attribution dashboard?

The Performance dashboard allows you to see the breakdown of your ad performance by channel and publisher.Includes all visits where no UTM parameters or referring domains were detected, as well as conversions that can't receive credit because of the selected attribution model and window settings.It is the difference in the percent of people who submitted the desired response in the test group versus those in the control group. (# test desired responses / test total responses) - (# control desired responses / control total responses)Budget affects the media pressure to actually cause an effect (also called media weight). Although the budget doesn't technically impact statistical power, it does impact the lift. If you spend more money, you'll be able to expect a larger effect. If your test has a larger effect, it's easier to detect lift. Because statistical power is the ability to detect lift, more budget will lead to more statistical power.

20. What are the benefits of conversion lift?

Measure real business value, not clicks - Prove return on ad spend (ROAS) - Learn if your attribution model is accurate - See the causal impact of your marketingThe Performance dashboard allows you to see the breakdown of your ad performance by channel and publisher.Budget affects the media pressure to actually cause an effect (also called media weight). Although the budget doesn't technically impact statistical power, it does impact the lift. If you spend more money, you'll be able to expect a larger effect. If your test has a larger effect, it's easier to detect lift. Because statistical power is the ability to detect lift, more budget will lead to more statistical power.It is the difference in the percent of people who submitted the desired response in the test group versus those in the control group. (# test desired responses / test total responses) - (# control desired responses / control total responses)

21. For any A/B test, a confidence level above what percent is an indication that using the winning ad set would likely be a good strategy?

The Performance dashboard allows you to see the breakdown of your ad performance by channel and publisher.75%Budget affects the media pressure to actually cause an effect (also called media weight). Although the budget doesn't technically impact statistical power, it does impact the lift. If you spend more money, you'll be able to expect a larger effect. If your test has a larger effect, it's easier to detect lift. Because statistical power is the ability to detect lift, more budget will lead to more statistical power.It is the difference in the percent of people who submitted the desired response in the test group versus those in the control group. (# test desired responses / test total responses) - (# control desired responses / control total responses)

22. List the Rule-based models Facebook Attribution lets you select from:

The Performance dashboard allows you to see the breakdown of your ad performance by channel and publisher.1. Last click 2. Last Touch 3. Even Credit 4. Time Decay 5. Positional 6. First click 7. First TouchBudget affects the media pressure to actually cause an effect (also called media weight). Although the budget doesn't technically impact statistical power, it does impact the lift. If you spend more money, you'll be able to expect a larger effect. If your test has a larger effect, it's easier to detect lift. Because statistical power is the ability to detect lift, more budget will lead to more statistical power.It is the difference in the percent of people who submitted the desired response in the test group versus those in the control group. (# test desired responses / test total responses) - (# control desired responses / control total responses)

23. List the statistical models Facebook Attribution lets you select from:

It is the difference in the percent of people who submitted the desired response in the test group versus those in the control group. (# test desired responses / test total responses) - (# control desired responses / control total responses)The Performance dashboard allows you to see the breakdown of your ad performance by channel and publisher.Budget affects the media pressure to actually cause an effect (also called media weight). Although the budget doesn't technically impact statistical power, it does impact the lift. If you spend more money, you'll be able to expect a larger effect. If your test has a larger effect, it's easier to detect lift. Because statistical power is the ability to detect lift, more budget will lead to more statistical power.1. Data-driven

24. The accuracy of attribution results depends on:

The Performance dashboard allows you to see the breakdown of your ad performance by channel and publisher.1. The quality of the data input 2. The accuracy of the model, or how closely the model reflects realityIt is the difference in the percent of people who submitted the desired response in the test group versus those in the control group. (# test desired responses / test total responses) - (# control desired responses / control total responses)Budget affects the media pressure to actually cause an effect (also called media weight). Although the budget doesn't technically impact statistical power, it does impact the lift. If you spend more money, you'll be able to expect a larger effect. If your test has a larger effect, it's easier to detect lift. Because statistical power is the ability to detect lift, more budget will lead to more statistical power.

25. A lift test is ideal when....

The Performance dashboard allows you to see the breakdown of your ad performance by channel and publisher.Budget affects the media pressure to actually cause an effect (also called media weight). Although the budget doesn't technically impact statistical power, it does impact the lift. If you spend more money, you'll be able to expect a larger effect. If your test has a larger effect, it's easier to detect lift. Because statistical power is the ability to detect lift, more budget will lead to more statistical power.you want to test larger strategic changes, understand the difference between correlation and causation and improve your existing attribution models.It is the difference in the percent of people who submitted the desired response in the test group versus those in the control group. (# test desired responses / test total responses) - (# control desired responses / control total responses)

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25 Questions

❤ If you liked Fatskills, consider supporting us by checking out The Life Manuals You Never Got.

About | Explore | User Guide | Topics | Subjects | Doubt Solver | Career Aptitude Test | Answers | Free Tools | What Should We Know? Privacy | Terms |

Without work one finishes nothing. - Ralph Waldo Emerson© 2026 Fatskills.com

All trademarks, logos and brand names are the property of their respective owners. All company, product and service names used in this website are for identification purposes only. Use of these names, trademarks and brands does not imply endorsement.

About | Explore | User Guide | Topics | Subjects | Doubt Solver | Career Aptitude Test | Answers | Free Tools | What Should We Know?
Privacy | Terms |

Without work one finishes nothing. - Ralph Waldo Emerson
© 2026 Fatskills.com