Graded Quiz: Running Facebook Experiments :Marketing Analytics with Meta (Meta Marketing Analytics Professional Certificate) Answers 2025

Question 1

In the Conversion Lift Test, what can you define for the test?
✅ Budget
✅ Duration
✅ Audience
❌ Competition

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Question 2

Which of the following are not ways a Brand Lift Test may help an advertiser?
✅ It tells you how you could improve your advertising creative.
✅ It helps evaluate the incremental lift in conversions.
✅ It shows you what people think of your ad.
❌ It shows the incremental lift in ad recall caused by the campaign.

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Question 3

The group of people in an experiment that were not exposed to your ad is known as…
✅ The control group
❌ Target audience
❌ Treatment group
❌ Testers

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Question 4

In an RCT, what does it mean to use intention to treat?
✅ All experiment participants are kept in the group they were originally assigned to, regardless of what they see or do.
❌ All participants are asked if they intend to purchase.
❌ Test is repeated until treatment completed.

🧠 Explanation:
The Intention-to-Treat (ITT) principle minimizes bias by analyzing participants based on their original assignment, preserving the randomization integrity of the experiment.

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Question 5

A campaign’s incremental impact is…
✅ Any difference between the groups likely to have been caused by the ad or campaign.
❌ The group for which the advertiser controls the ads.
❌ People assigned to test group who may see the ad.
❌ Conversions or sales created by the ad campaign.

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Question 6

What is the term for the additional conversions resulting from your ad?
✅ Conversion Lift
❌ Cost per brand lift
❌ Sales lift
❌ Purchase funnel

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Question 7

True or False — If the confidence level is low, stop the test and decrease your ad budget.
✅ False
❌ True

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Question 8

True or False: The Facebook Conversion API is used in place of the Facebook Pixel.
✅ False
❌ True

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🧾 Summary Table

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