Certificate Exam Flashcards
A/B test
A test that allows you to conduct experiments
that compare multiple targeting groups
or campaigns by splitting audiences into
randomized and mutually exclusive groups.
Advanced matching
A Facebook pixel feature that allows websites
to pass additional site-visitor information (such
as email addresses or phone numbers).
Alternative
hypothesis
A hypothesis contrary to the null hypothesis, that
there’s a relationship between two measured
phenomena or an association among groups.
API (Application
programming
interface)
Defines how software components communicate.
Attribution
The practice of assigning value to various
marketing efforts.
Attribution model
Determines how credit is given to touchpoints
for a conversion. The logic that determines how
credit is given to touchpoints for a conversion.
The attribution model logic can be based on a
rule or set of rules, or a statistical model.
Attribution window
The finite period of time during which
conversions can be credited to a particular ad.
Auction
An ad buying methodology in which the ads run
based on the maximum bid and performance.
Ads compete against each other in this process
and the system determines the ones most likely
to be successful to be displayed.
Bid
The amount an advertiser is willing to pay to
achieve their desired outcome.
Bid cap
A bid strategy that enables advertisers to
set a maximum bid Facebook can use in each
auction.
Bid pacing
Adjusts a bid or which auctions to enter based
on how much budget and time are left for an
ad set.
Bid strategy
A setting in Ads Manager and Reporting that
helps Facebook determine how to spend a
budget to compete in a Facebook auction.
Brand lift
Measurement product that uses experimental
design (randomized control trials) to detect
brand impact that might be caused by ads run
on Facebook.
Budget allocation
The amount of marketing expenditure allotted
foreach marketing activity
Buying type
Options in Ads Manager that determine the
method by which you purchase ads on Facebook,
either through auction or reach and frequency.
CTR
The number of times an ad or a link to a web
page is clicked, compared with the number of
times it’s displayed.
CTR Acronym
Click-through rate
Control group
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.
Conversion efficiency
How effectively your ads drove the interactions
you’re measuring.
Conversion Lift
A Facebook product that uses randomized
control trials (RCTs) to measure the number
of incremental conversions that result from
Facebook ads.
Conversion lift
A marketing metric that quantifies the number
of additional conversions that result from
Facebook ads.
Conversion lift
percent
The percent difference in conversions between
the people who did and didn’t see your ads
during a test.
Conversion rate
The (estimated) number of times a link on a web
page is clicked, compared with the number of
times it’s displayed.
Conversion window
Period of time considered between seeing an ad
and acting upon it toward the ad’s main goal, be
it generating a lead or making a purchase.