META MARKETING ANALYTICS PROFESSIONAL CERTIFICATE

Course 5: Marketing Analytics with Meta

Week 2: Analyzing Campaign Results

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CONTENT

This week you will learn how to navigate and customize reports in Facebook Ads Manager. You will learn how to analyze the reports and evaluate your campaign outcomes against your goals.

Learning Objectives

  • Explain different results in Ads Manager reports
  • Customize Ads Manager reports to align with your goals
  • Analyze Ads Manager campaign reports
  • Evaluate Ads Manager reports against your goals

PRACTICE QUIZ: EVALUATING CAMPAIGN RESULTS WITH ADS MANAGER

1. Generally, the information in the Ads Manager report falls into what three categories?

  • Facebook, Instagram, Messenger
  • Past performance, future suggestions, community
  • Cost metrics, results metrics, and status/campaign information (CORRECT)

Correct: That’s right! These are the three main buckets that data falls into when using the Ads Manager report.

2. If you wanted to see the number of outcomes from a campaign on the Ads Manager reporting screen, what column would you look at?

  • None of the above
  • Results column (CORRECT)
  • Impressions column
  • Discoveries column

Correct: That’s right! This shows how many times your campaign has achieved an outcome, like clicking a link.

3. True or false: an ad’s reach can never be bigger than its number of impressions.

  • True (CORRECT)
  • False

Correct: That’s right! Reach is the number of people who saw your ad at least once, and impressions are how many times your ad was shown, including to people who saw your ad more than once.

4. On the Ads Manager reporting screen, the bottom row of the campaign tab…

  • … will offer suggestions on how to improve your campaigns.
  • … will present a hypothetical campaign you could run in the future.
  • … will sum up all the metrics for you for all your campaigns. (CORRECT)

Correct: That’s right! The bottom most row sums up all over your campaigns data, whether it’s two or ten.

5. What metrics can you use to generate a breakdown of your data in the ads manager report?

  • Time
  • Who It Was Delivered To
  • What Actions Were Taken
  • All of the Above (CORRECT)

Correct: That’s right! All three of these are metrics that you can use to break down the data gathered in Ads Manager.

PRACTICE QUIZ: EVALUATING RESULTS AGAINST YOUR GOAL

1. A sporting goods business is setting up a campaign and wants to raise brand awareness. What is a helpful metric to measure the success of this campaign?

  • Estimated ad recall lift (CORRECT)
  • Awareness and interest points
  • Lead generation
  • None of the above.

Correct: Correct! This metric shows the estimated number of people likely to remember your ads within two days which can be helpful If the business wants to gauge awareness.

2. A candy company delivers a campaign to generate maximum sales of its candies. Which metric should the company use to evaluate the success of the campaign?

  • Impressions
  • Clicks
  • Conversions (CORRECT)
  • Reach

Correct: Correct! A conversion occurs when a customer completes a desired goal, such as filling out a form or making a purchase.

3. What is the Facebook pixel?

  • A piece of code that allows you to measure, optimize and build target audiences for your ad campaign. (CORRECT)
  • A device that can be placed in a user’s home to track conversions.
  • A mobile app that gives more detailed information about the mobile views generated from an ad campaign.

Correct: Correct! To track conversions, measure page views, etc. the Facebook pixel is critical.

4. The Facebook pixel can track: (Select all that apply)

  • Visiting a specific physical store location
  • Placing an item in a shopping cart (CORRECT)
  • Finishing a purchase (CORRECT)
  • Submitting an online form (CORRECT)

Correct: Correct! This is one of the things the pixel can track.

5. The finite period of time during which conversions can be credited to your ads is the…

  • Attachment setting
  • Attribution setting (CORRECT)
  • Degradation setting

Correct: Correct! This determines how long or short you think your ad has an effect on someone.

6. True or false: Generally, the more expensive an item, the shorter the attribution period.

  • True
  • False (CORRECT)

Correct: Correct! Usually, it takes someone more time to make a decision about an expensive item rather than less.

GRADED QUIZ: ANALYZING CAMPAIGN RESULTS

1. Which of the following will never be shown in the results column in the Ads Manager Dashboard?

  • Adds to basket
  • Clicks
  • Bid strategy (CORRECT)
  • Purchases

Correct: That’s right! This metric has its own column, the “Bid Strategy” column.

2. A candy company creates a campaign to increase sales of its candies through its website. Which metric should the company use to evaluate the success of the campaign?

  • Clicks
  • Conversions (CORRECT)
  • Impressions
  • Reach

Correct: Correct! A conversion occurs when a customer completes a desired goal, such as making a purchase.

3. If an advertiser wants to compare what actions people took on an ad, what feature could they use in Ads Manager?

  • Breakdown (CORRECT)
  • Action View
  • Clicks

Correct: That’s correct! A breakdown lets you “break down” the performance of your campaign by time, who it was delivered to and what actions people took on your ad.

4. If an advertiser wants to find out how efficiently their ad is achieving an outcome, what metric should they use?

  • Awareness
  • Resulting price
  • Cost per result (CORRECT)
  • Total price

Correct: That’s correct! Cost per result is the ratio of total amount spent to number of results.

5. If Jamie wants to increase the number of likes their Facebook Page has, what campaign objective would be a good choice?

  • Traffic
  • Brand Awareness
  • Engagement (CORRECT)
  • Conversions

Correct: That’s correct! An engagement campaign can include ad delivery optimized for Page likes.

6. Alex is setting up a campaign, and is thinking ahead to which metrics they would want to track. Which metrics would you track for a conversion campaign?

  • Purchases, store visits, or lead generation (CORRECT)
  • Likes, traffic, or engagement
  • None of the above
  • Reach, impression, or brand awareness

Correct: Correct! You would track these for a conversion campaign.

7. You recently installed the Facebook pixel on your company’s website. Where can you view data and settings from that pixel?

  • Facebook Profile
  • Ads Manager Dashboard
  • Events Manager (CORRECT)

Correct: Correct! Here you’ll find helpful information about and tools to manage your installed Pixel.

8. True or false: An attribution setting is defined as a time period, like 1 day or 1 week.

  • T​rue (CORRECT)
  • False

Correct: That’s right! The attribution setting is determining how long a conversion can be credited to your ad.

9. True or false: The results column in the Ads Manager Dashboard will show different metrics depending on the objective for a campaign.

  • True (CORRECT)
  • False

Correct: That’s right! Depending on the goal you have, the results column will highlight the most applicable outcome.

10. True or false: Impressions include the instances where an ad was shown multiple times to the same person.

  • T​rue (CORRECT)
  • False

Correct: Correct! Reach refers to the actual audience number, Impressions refers just to ad appearance.

11. If an advertiser wants to compare how their ad performed over a specific period of time, what feature could they use in Ads Manager?

  • Timeliness
  • Breakdown (CORRECT)
  • Historical

Correct: That’s correct! A breakdown lets you “break down” the performance of your campaign by time, who it was delivered to and what actions people took on your ad.

12. The “result” measured in the cost per result metric can include:

  • Post Engagement
  • Landing Page Views
  • Estimated Ad Recall Lift
  • All of the above (CORRECT)

Correct: That’s right! Depending on the goal you have, the measured result will be specific to your campaign.

13. True or false: Cost per result measures the ratio of amount spent by a consumer to number of views.

  • False (CORRECT)
  • T​rue

Correct: That’s correct! Cost per result is the ratio of total amount spent to number of results.

14. If Jamie wants to increase the number of people visiting their website after seeing their ad, what campaign objective would be a good choice?

  • Engagement
  • Conversions
  • Brand Awareness
  • Traffic (CORRECT)

Correct: That’s correct! This campaign objective lets you drive people from Facebook or Instagram to any URL that you choose, like your website’s landing page or a blog post.

15. Alex is setting up a campaign, and is thinking ahead to which metrics they would want to track. Which metrics would you track for an engagement campaign?

  • Page likes, event responses, or post interactions (CORRECT)
  • Purchases, store visits, or lead generation
  • Reach, impression, or brand awareness
  • None of the above

Correct: Correct! You would track these for a consideration campaign.

16. What’s the difference between reach and impressions?

  • Impressions refers to how many times an ad appeared on a screen, Reach refers to the number of times the ad changed the brand perception of the person it was shown to
  • Impressions and reach are different words for the same thing, which is how many times an ad appeared on a screen
  • Impressions refers to how many times an ad appeared on a screen. Reach is an estimate of how many people saw an ad (CORRECT)
  • Impressions and reach are different words for the same thing, which is how many people saw an ad
  • Impressions refers to how many people saw an ad. Reach refers to how many times an ad appeared on a screen

Correct: Correct! Reach refers to the actual audience number, Impressions refers just to ad appearance.

17. Where is the pixel installed?

  • Business website (CORRECT)
  • Facebook business Page
  • Ads Manager
  • Business App
  • Personal Facebook Page

Correct: Correct! A business installs the pixel in the code of its website.

18. Alex is setting up a campaign, and is thinking ahead to which metrics they would want to track. Which metrics would you track for an awareness campaign?

  • None of the above
  • Purchases, store visits, or lead generation
  • Reach, impression, or brand awareness (CORRECT)
  • Likes, traffic, or engagement

Correct: Correct! You would track these for an awareness campaign.

19. If Jamie wants to increase the number of requests for a catalog, what campaign objective would be a good choice?

  • Conversions (CORRECT)
  • Traffic
  • Engagement
  • Brand Awareness

Correct: That’s correct! In a conversion focused campaign the goal is to reach people who are more likely to take a certain action you define, or in other words, people who convert.

20. True or false: An attribution setting can be triggered after a click or after a view, but not by both.

  • T​rue
  • False (CORRECT)

Correct: That’s right! The attribution setting is determining how long a conversion can be credited to your ad. In Ads Manager the start of that time window is either just a click or a click or a view.

21. What are the benefits of Facebook pixel? (Choose all that apply)

  • Helps advertisers to create ad mock-ups
  • Measures in-app activity
  • Measures the results of an ad across devices (CORRECT)
  • Helps advertisers reach the right people (CORRECT)

Correct: Correct! Since Facebook uses people-based-marketing, the pixel helps advertisers measure the results of advertising across devices.

Correct: Correct! The Facebook pixel helps advertisers reach the right people by allowing them to retarget people who have visited their website previously.

22. When you pick a time window for which you believe conversions are a result of your campaign, you’re determining the…

  • Ad Length
  • Expected Return
  • Attrition Setting
  • Attribution Setting (CORRECT)

Correct: That’s right! The attribution setting is determining how long a conversion can be credited to your ad.

23. When reviewing the Campaigns Dashboard in Ads Manager, the results column can provide…

  • Number of purchases
  • Link clicks
  • Adds to basket
  • All of the above (CORRECT)

Correct: That’s right! Depending on the goal you have, the results column will highlight the most applicable outcome.

24. If an advertiser wants to compare how their ad performed with a specific audience, what feature could they use in Ads Manager?

  • Breakdown (CORRECT)
  • Viewers
  • People View

Correct: That’s correct! A breakdown lets you “break down” the performance of your campaign by time, who it was delivered to and what actions people took on your ad.

25. Calla + Ivy are planning a campaign to increase the number of subscribers for their monthly newsletter. They are choosing the Lead generation campaign objective and are optimizing ad delivery for Leads. When evaluating their campaign results, which are the key metrics they should be looking at? (Choose all that apply)

  • Cost per Landing Page View
  • Post Engagement
  • Leads (CORRECT)
  • Cost per Lead (CORRECT)

Correct: Correct!

26. When you run advertising campaigns for more expensive products you would choose an attribution window that is:

  • Longer (CORRECT)
  • Shorter

Correct: Correct!  It may take someone longer to decide to buy after interacting with a campaign for an expensive product than for less expensive products.

27. If you are running a campaign with a conversion objective, which metrics in Ads Manager should you pay the most attention to?

  • Impressions
  • Reach
  • Cost per Result (CORRECT)
  • Results (CORRECT)

Correct: Correct!

Previous – Week 1
Next – Week 3

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