Creative Strategy Study Guide - Oct 2023

Creative Strategy
Professional Exam
study guide
OCTOBER 2023 VERSION

Table of contents
Overview 03
Creative marketing fundamentals 04
Campaign objectives 09
Audiences 15
Ad placements 29
Creative best practices 35
Meta Advertising Standards 52
Meta ads 59
Optimization for ad delivery 62
Campaign data sources 66
Evaluation and measurement 70
Study questions 86
Answer key 96
Glossary 101
Overview
Meta Certification can help you get noticed.
Meta Certification recognizes advanced-level proficiency
across Facebook, Instagram and Messenger.
Certification is the highest level of accreditation that

Meta recognizes in digital marketing.
Help advance your resume, credibility and career.

You can use this guide to help prepare for the Meta Certified
Creative Strategy Professional Exam, which measures your
competency in designing an end-to-end marketing strategy using
Meta technologies.
Find answers to frequently asked questions and learn more

about Meta Certification.
3
Creative marketing
fundamentals
Creative marketing fundamentals
Meta technologies
Using Meta technologies strategically for your

digital marketing campaigns can help you achieve
short- and long-term results that matter to you. You
can reach people based on their interests, location and
demographics, as well as current customers and people
similar to them.
As an advertiser, you have the opportunity to connect

with people who use Meta technologies across:
● Facebook
● Instagram
● Messenger
● Audience Network
Audience Network is a network of thousands of apps beyond Facebook and

Instagram. You can choose which of these technologies to advertise on to best
accomplish your goals or maximize reach.
CREATIVE MARKETING FUNDAMENTALS 5

Marketing for mobile
Mobile devices enables people to connect with communities that share their interests locally
and globally. As the demand for mobile technology grows, adapt your campaigns.
Mobile audiences expect ads tailored to their interests and habits, which is why targeting ads
across Meta technologies can be so effective. As you plan your mobile strategy, we suggest
you:
● Create messages that are short and concise: Simple messages in Feed, Stories, Reels,
Messenger and Instant Articles can be more effective in getting attention.
● Try in-stream video ads for longer or more complex messages: In-stream ads can help
get your ad viewed to completion.
● Get your ads to people more likely to take action at the right time: Advantage+
placements can help to show your ads at the optimal time and place across Meta
technologies.
● Build creative optimized for mobile: Use a vertical aspect ratio so that images and videos
cover as much screen as possible.
There are also tools to help you measure the performance of your Meta ads, including which
creative, copy and placements yield the best results. You can follow conversions across mobile
phones, tablets and desktop computers to inform more effective media and marketing
strategies.
Reels
Reels can be unvarnished, lo-fi and relatable. Short form video works best when it tells a
concise story that rewards attention with highly entertaining, surprising or mesmerizing
content.

With Reels, people can actively connect with the things, people and brands that matter most
to them. People reshare Reels more than 2 billion times every day.1
86% 3 of 4 Nearly half 2 of 3
of people surveyed of people surveyed of people surveyed of people surveyed

have shared reels with have followed a have messaged a have purchased a
friends and family business after business after seeing product or service
members. watching reels. their reels. after watching reels.2
You can add Reels to your campaign with Advantage+ placements or by manually opting into
Facebook and Instagram Reels.
Learn more about ads on Reels.
_________________________
1
Meta Q1 2023 earnings call.
2
Global Consumer Short-Form Video Survey by Factworks. (Meta-commissioned online survey), Oct–Nov 2022.

Creative brief
Writing a creative brief is the first step in defining your

creative strategy. A brief is a source of information you
can use to inspire and guide your team to develop a
successful campaign.
Every brief is unique to your brand and objectives.

However, most briefs include five key pieces of
information that can impact your campaign.
● Business objective: Write a precise, measurable

and time-bound purpose statement that serves as
the anchor for the design. When writing a business
objective, ensure that it’s specific, measurable,
achievable, relevant and timely.
● Campaign objective: Choose one of the six

available campaign objectives (awareness, traffic,
engagement, leads, app promotion or sales) that
aligns to your business objective.
● Audience: Use audience insights to help

determine your campaign message. Expand your
audience with broader ad targeting across Meta
technologies to reach new people and increase
the impact of your campaign.
● Measurement strategy: Choose metrics that

focus on real business outcomes, such as brand
surveys or conversion lift tests that align with your
business objective. Avoid proxy metrics that show
correlation, not causation.
● Deliverables: Develop an idea that can be applied

to different formats across Meta technologies and
other advertising media, such as television and
print.

Campaign objectives
Meta Ads Manager
You can use Ads Manager to manage ad campaigns for your business. You can create, edit and
view ad campaigns as well as access performance reports.
Campaign structure
In Ads Manager, there are three campaign structure levels: campaign, ad set and ad level. This
chart provides an overview of the specific campaign elements you can control at each level.
Campaign
Buying type Objective
Ad set
Placement Audience Optimization Budget Scheduling
and bid
strategy
Ad
Formats Creative
The campaign levels and their elements may also be available outside of the
sequence represented in the chart. However, the sequence represented is
designed to help you understand how Ads Manager is organized.
CAMPAIGN OBJECTIVES 10
Keep business goals front and center
As you consider creative for your advertisements, you should focus first on your business
goals. These goals can be anything from expanding awareness to generating demand,
increasing purchases and growing loyalty.
Here are some questions to help you establish which Meta ad objective will best support your
business objective:
Determine if you want people to remember your brand, view your

What do you want people
videos or visit your brick-and-mortar store, for example. Once you have
to do when they see your
this specific action in mind, you can figure out which creative and
ad?
placements can help you achieve your goal.
Can Meta technologies Determine how ads across Meta technologies can be implemented in
complement your other your current media mix. Try reaching people several times through
ad channels? different mediums, like TV and Meta technologies.
Can your brand take full Determine what Meta technologies your business should advertise on.
advantage of all the
Since most people use multiple apps, we recommend using
placements Meta
technologies offer? Advantage+ placements to optimize ad delivery.
How will you know if your

Determine how measurement solutions across Meta technologies can
audience has taken your
most effectively help you understand your campaign performance.
desired action?
Campaign objectives in Ads Manager
From awareness to consideration and conversion, it's important to understand how to
customize your ad creative to each stage of the marketing funnel. It's also important to
understand which creative options work with different objectives in Ads Manager. The right
combinations can have a profound effect on how you reach your business goals.
There are six campaign objectives to choose from across the three stages of the customer
journey, which is also known as the marketing funnel. These stages are awareness,
consideration and conversion.
Awareness Generate interest in your product or service, and

communicate what makes your business valuable.
Encourage people to think about and get more

Consideration
information about your business.
Conversion Inspire people already interested in your business to buy

or use your product or service. This stage is also referred
to as the conversion stage of the customer journey.
The six objectives are categorized into the stages of the customer journey. Learn how to
choose the right Ads Manager objective based on your business goals.
Awareness Consideration Conversion
Awareness Traffic Sales
Engagement
Leads
App promotion
The app promotion objective can be a part of the consideration or sales stage
of the customer journey, depending on the optimization you choose. More
optimization options are available for this objective in the consideration stage.
How campaign objectives relate to business goals
The chart outlines how each objective correlates to business goals.
Objective Business goal Example Notes
Show your ads to people You can use this The awareness objective
who are most likely to objective if your gives you the estimated
remember them. Reach business is brand new, ad recall lift metric,
the most people to has undergone a name which shows an
Awareness increase awareness, change or you want estimated number of
introduce your brand or more potential people likely to
improve recall. customers to get to remember your ad
know you. when asked within two
days of seeing it.
Send people to a You can use this Depending on the

destination, like your objective if you’re having conversion location you
website, app or a flash sale on your choose, you have
Facebook event. Under website or want to send different optimization
the traffic objective, you potential customers to a options available. Your
Traffic select which location web page that describes optimizations can
you want conversions to your services. support clicks,
occur on. Choose from impressions and reach.
your website, app,
Messenger or
WhatsApp.
Get more messages, You can use this With the engagement
video views, post objective if you want objective you can run
engagement, Page likes people who are ads across messaging
or event responses. Find interested in your apps, ads, websites,
people likely to interact products or services to apps and Pages. An
Engagement with your business start a conversation on engagement conversion
online and take actions, Messenger. can include signing up
such as starting a for a newsletter, chatting
conversation or with an agent or
commenting on posts. completing a video.
(continued)
Objective Business goals Example Notes
Find new people to If you want potential Deep linking enables you
install your app and customers to make a to lead people to a
continue using it. The purchase through your specified destination of
app promotion objective app or try a new app your mobile app once
can help you with app feature, you can create they click your ad, if they
App promotion
installs, desired actions an app promotion have your app installed.
people can take in your campaign. Use deferred deep
app, clicks on your ad linking if people have not
and ROAS. installed your app yet.
Collect leads for your If you want potential After clicking your lead
business or brand. customers to sign up for ad, customers will see a
a monthly newsletter, form that’s already filled
this objective can help out with information
you reach people willing they’ve shared with
Leads to share their Meta, such as their
information with you to name, phone number or
learn more about your email. The form is
business. mobile–friendly and
designed to minimize
typing.
Find people likely Use the sales objective if With the sales objective,
to make purchases or you want to reach it's recommended that
take other important people most likely to you have a catalog so
actions online or in store. make a purchase, such you can reach the people
You can attract sales on as through an most likely to engage
the following: website, ecommerce site. You can with your products.
app, Messenger or also optimize for other
WhatsApp. actions, such as adding Depending on your
an item to their cart. conversion locations,
Sales you might need a
different data source
(such as the Meta Pixel,
Facebook SDK, the
Conversions API or
offline conversions). For
example, for app
conversions you need to
have the SDK installed.
Audiences
Audience options
There are two general approaches you can take to selecting an audience: narrow and broad.
Narrowing the audience will improve relevance but decrease reach and increase costs, and
broadening will decrease costs but also decrease relevance. The approach you choose depends
on what you're trying to accomplish and what resources you have available. But typically, your
aim should be to reach all potential buyers of your product.
Create, save and share audiences in Ads Manager. There are three targeting options you can
use across Meta technologies.
1 2 3
Interest-based Custom Lookalike

audiences audiences audiences
Interest-based audiences
With interest-based audiences, aggregated information is taken from what people share in
their profiles and the behaviors they exhibit across Meta technologies. By identifying your
audience, you can help accurately market your campaign to the people most likely to take
action.
Detailed targeting is a targeting option available in the audience section of Ads Manager that
enables you to refine the group of people your ads are shown to. You can do this with
information, such as additional demographics, interests and behaviors.
These detailed targeting options may be based on:
● Ads they tap or click.

● Pages they engage with.
● Activities they engage in across Meta technologies related to factors such as device
usage and travel preferences.
● Demographics, such as their age, gender and location.
● The type of device they use and the speed of their network connection.
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Custom audiences
A custom audience is a targeting option that lets you find your existing audiences among
people across Meta technologies. With the custom audience option, you can reach people
across devices based on the information they already have access to in a privacy-safe way.
Generate custom audiences with your sources.

You can use these sources to generate custom audiences of people who already know
your business:
Type of custom audience Data source
Customer list custom audience Customer files

Website custom audience Pixel
App activity custom audience SDK
Engagement custom audience Engagement across Meta technologies
Generate custom audiences with customer files.

To use your customer files or offline activity to generate custom audiences, upload your
information (such as email addresses or phone numbers) manually or transfer data from
your CRM into Ads Manager. When you transfer data from your CRM, it gives you more
opportunities to explore customers that are valuable to you, such as customers that buy
high-value items in store, or customers that contacted your company through WhatsApp.
Your browser hashes all of the uploaded information locally on your computer. Then, your list
is compared to information from Meta. If there’s a matching hash, the person is added to a
custom audience stored within your ad account. Once the matching process completes, all of
the hashes are deleted, including both matching and nonmatching.
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The result is a custom audience of people that can potentially receive your ads. The
custom audience is stored in your ad account, and only authorized account admins can deliver
campaigns to it. You can't see the specific individuals who are contained in the custom
audience, you just see the approximate number of people that this audience contains.
Pll data Column Custom audience

hashing mapping data in CSV format
SSL
Meta
Deleted
All matched and
Ad account
unmatched hashes Custom audience
3,678 matches
are deleted after
the process completes.
Personally identifiable information needs to be hashed before API transfer.

Hashing is automatic through the user interface. Learn more about creating a
customer list for a custom audience.
Generate custom audiences with the Meta Pixel.

A custom audience from your website is a targeting option that matches people who visit your
website with people across Meta technologies, using the pixel. You can then create an ad to
show to that audience.
You can create a custom audience from your website for any group of visitors that you want to
reach with ads across Meta technologies. For example, you can run a campaign to reach people
who visited a product page but didn't complete a purchase to encourage them to go back to
the website to do so. Or you can create an audience of everyone who's visited your website in
the past 30 days. (This time frame is based on a rolling number of days, rather than on the
specific number of days since the custom audience creation date). You can create a custom
audience from your website events in Ads Manager.
Learn more about creating custom audiences with website events.
AUDIENCES 18
Generate custom audiences with Facebook SDK.
When you create a custom audience, you can target ads to specific groups of people who are
most likely to take action on your app. With the SDK, you can pass information to Meta from
your app and use that information to specify who you want to include in your custom audience.
For example, if you run an app ad engagement campaign, your ads may perform better if you
create a custom audience of the people who have already installed your app. The ads are then
shown to people who already have the app installed but don't engage with it as much as you’d
like. You can create a custom audience, from your app events, in Ads Manager.
The minimum size for a custom audience, or to build a lookalike audience, is

100 people from a single origin country. However, we recommend using at least
1,000 people.
Learn more about creating custom audiences with SDK.
AUDIENCES 19
Generate engagement custom audiences.
You can also use these sources to generate engagement custom audiences:
Video Lead form Fullscreen Facebook Instagram Event

experience Page business
profile
An engagement custom audience is made up of people who have engaged with your content
across Meta technologies. Engagement refers to actions, such as spending time viewing your
videos or opening your lead form or collection ad. This could also come from people who use
a fullscreen experience, interact with your Facebook Page or Instagram business profile and
respond to your event. Using engagement custom audiences, you can target your ads to
people who've taken these actions.
Engagement custom audiences are different from website custom audiences. While both
do take actions into account, engagement custom audiences use actions taken across Meta
technologies, whereas website custom audiences use actions taken on your website, which is
measured by the pixel.
When you create an engagement custom audience, you communicate how many days to go
back when collecting engagement. Anyone new who engages within the time period you
choose will be added to the audience. The audience is constantly being refreshed, meaning you
don't need to edit or create a new custom audience unless you want to change the time period
or the type of engagement.
Learn more about creating custom audiences with engagement data.
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Lookalike audiences
Lookalike audiences identify people who share similar interests or characteristics as your
current customers. You can target ads to a lookalike audience if you want to reach new people
who are likely to be interested in your business because they're similar to your best existing
customers.
To build a lookalike audience, you must have a minimum of 100 people (from a single origin
country) in your source audience. We recommend using at least 1,000 people. You can create a
lookalike audience in Ads Manager using sources such as a custom audience, mobile app data
or fans of your Page. Learn more about creating lookalike audiences.
Most similar Least similar
Source 1% lookalike
audience Audience size ranges from 1% to 10% of the total population
across Meta technologies in the countries you choose, with 1%
being those who most closely match your source.
Value-based lookalike audiences

You can create value-based lookalike audiences from your pixel, SDK, offline conversions or
catalog to find new high-value customers from your business. Value-based lookalikes can be
created using the signals from these data sources and the values you’ve provided. The
audiences created contain people who resemble your most valuable existing customers.
Learn more about creating value-based lookalike audiences.
AUDIENCES 21
International lookalike audiences
International lookalike audiences, also known as multicountry lookalike audiences, can help
businesses expand into new markets by identifying people similar to their best customers
elsewhere. When you create international lookalike audiences, it can help optimize ad spend by
distributing your budget to the countries where it will work most effectively. You can create
lookalike audiences in:
● One country
● Multiple countries
● Regions
● Trade areas, such as the European Economic Area or North American Free Trade
Agreement)
● Worldwide.
First, you need to choose a source audience:
● A custom audience
● People who like your Facebook Page
● Pixel or SDK
● Offline event set
● Product catalog
Advantage lookalike
Advantage lookalike can help improve your campaign performance, which is achieved by
delivering ads to people outside your defined lookalike audience if it’s likely to improve
performance. You can select Advantage lookalike in Ads Manager during campaign creation.
Advantage detailed targeting

Advantage detailed targeting is a targeting option that enables you to refine a group of people
you want to show your ads to. You can select Advantage detailed targeting in Ads Manager
during campaign setup. These detailed targeting options are based on factors, such as:
● Ads that people watch.

● Pages people engage with.
● Activities people engage in across Meta technologies.
● Demographics, such as age, gender and location.
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Dynamic language optimization
Dynamic language optimization can support you when you advertise in multiple countries.
Instead of setting up separate campaigns for each language, create one campaign and provide
Ads Manager with all of the assets. Your ad set budget is then auto-optimized to deliver the ad
in the preferred language of people who see it.
This functionality is currently available for the following objectives and creative.
Objectives Creative
● Awareness ● Single image

● Traffic (website) ● Video
● App promotions ● Slideshow
● Sales (website)
Sharing audiences
Shared audiences are a way to allow other people access to the audiences you've created for
your ads. You can share custom audience lists between ad accounts as long as both the sharer
and recipient are connected to a Business Account and establish an audience sharing
relationship.
To share an audience:
1. Go to Audiences.
2. Check the boxes next to the audiences you want to share.
3. Click the Actions dropdown menu.
4. Select Share.
5. Select or enter the ad account IDs or names of the people you want to share the
audiences with.
6. Click the Permission dropdown menu and determine if you want to provide access to
Targeting insights or Targeting only.
7. Click Share.
Viewing shared audiences

To view all shared audiences across your business:
1. Go to Meta Business Manager.

2. Select Page from the dropdown menu.
3. Click Settings and then go to Business settings.
4. Click the Data sources dropdown menu.
5. Select Shared audiences.
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Retargeting options
Retargeting ads enables you to reengage people who didn’t convert after their first
engagement with your website or mobile app. You can use your custom audience to do this if
you've implemented pixel or SDK to capture events.
If you've uploaded your CRM information, you can create custom audiences from offline
activity. You can use that offline event information to retarget ads to customers or exclude
customers who recently made purchases offline.
Broad targeting
Broad targeting is when you specify location, age or gender, but don’t provide any other
audience parameters, such as interests. Broad targeting can lead you to people whom you
would otherwise be unaware of. It’s also a good approach if you're not sure who you want to
target your ads to. Learn more about the types of people recommended for you and how
people reacted to your ads with Insights in Meta Business Suite.
Advantage+ catalog ads for broad audiences

Broad audiences can help you maximize the capabilities of machine learning and achieve
desired results. You can use Advantage+ catalog ads for broad audiences to find new
customers for your business. This can help you to expand your audience rather than target
ads to those who’ve already visited, browsed or purchased items on your website.
AUDIENCES 24
Targeting best practices
You can use these tips to help ensure your ads are being shown to your intended audience.
Avoid audience overlap

Audience overlap means multiple ad sets are delivering to audiences that contain the same
people. The ad auction tries to avoid showing too many ads to the same person from a single
advertiser over a short time period, so audience overlap might explain why some ad sets aren't
spending the full budgets. To avoid audience overlap:
Limit the number Use audience

of ad sets targeting exclusions.
the same people.
Audience overlap isn’t always a detrimental issue. Small percentages of

overlap may not affect performance, but a higher percentage of overlap can
be problematic.
Exclude strategically
While targeting ads to an audience aligned with your goals is important, choosing who to
exclude from your audience is crucial as well. For example, if you want to grow your customer
base when using broad and interest targeting, remember to exclude:
Custom Lookalike Loyal Existing

audiences audiences customers customers
Ensure you also exclude any audiences from ad sets that may overlap.
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Avoid extremely narrow targeting.
Narrow targeting is when you define an audience with
parameters, such as interests. When ad sets have a
very narrow audience, there may not be enough
information to find the best people to show your ad to.
Ideally, you need to be receiving at least 100
conversions per week, which a narrow audience might
not be able to provide. As you increase the amount you
want to spend on conversion optimization, you may
need to expand your audience. There need to be more
results to spend on. However, you may exhaust your
existing audiences.
Less is more when it comes to creating ad sets.

As you increase the scale and complexity of your
conversion optimization advertising, you may want to
split your campaigns into many very specific ad sets
based on different segments of your audience.
However, this can lead to poor performance. Instead,
create a new ad set only if you're trying to control costs
differently based on your audience or desired outcome.
Otherwise, combine your audiences into one ad set
with a larger budget.
Create audiences for special ad categories.

Special ad category campaigns have limited targeting
options you can use to define the audience you want
your ads to reach. If you use a saved audience, it will be
updated to comply with credit, employment or housing
special ad category targeting restrictions.
Special ad categories apply to ads that have specific

requirements in certain countries, such as authorization
and Paid for by disclaimers for issue, electoral and
political ads or limited audiences selection tools for ads
about credit, employment or housing opportunities to
help protect people from unlawful discrimination.
To create an audience compatible with special ad

category campaign restrictions, declare your campaign
in Ads Manager by navigating to special ad categories.
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Some examples of special ad categories are below.
These ads promote or directly link to a credit opportunity,

including but not limited to credit card offers, auto loans,
Credit personal or business loan services, mortgage loans and
long-term financing. This also includes brand ads for credit
cards, regardless of a specific offer.
These ads promote or directly link to an employment

opportunity, including but not limited to part- or full-time
jobs, internships or professional certification programs.
Employment Related ads that fall within this category include promotions
for job boards or fairs, aggregation services or ads detailing
perks a company may provide, regardless of a specific
job offer.
These ads promote or directly link to a housing opportunity

or related service, including but not limited to listings for
the sale or rental of a home or apartment, homeowners
insurance, mortgage insurance, mortgage loans, housing
Housing repairs and home equity or appraisal services. This does not
include ads designed to educate people or housing providers
about their rights and responsibilities under fair housing laws.
You can include the Equal Opportunity Housing logo and
slogan to help differentiate your ads as nondiscriminatory.
These are ads made by, on behalf of or about a candidate for

public office, a political figure, a political party or advocates
for the outcome of an election to public office. Or about any
election, referendum, or ballot initiative, including go out
and vote election campaigns. Ads regulated as political
advertising. About social issues in any place where the ad
Social issues, elections is being placed.
or politics Social issues are sensitive topics that are heavily debated,
may influence the outcome of an election or result in or relate
to existing or proposed legislation. Ads about social issues
seek to influence public opinion through discussion, debate
or advocacy for or against important topics, such as health
and civil and social rights. Learn more about ads for social
issues, elections or politics.
This is not a comprehensive list of examples and doesn’t constitute legal advice.
Discover how to choose a special ad category.
AUDIENCES 27
Targeting policies
There are a number of policies that govern ad targeting. These policies are intended
to keep Meta technologies safe for people and advertisers. Each ad is reviewed using these
policies before it’s delivered. Familiarize yourself with these policies before you plan any ad
creative. It’s important to understand targeting guidelines related to:
● Alcohol
● Personal health
● Financial and insurance products and services
● Dating
● Discriminatory practices
If you're targeting ads to audiences in the US that offer credit, employment or housing
opportunities, you’re advertising in a Special Ad Category and your audience selection tools
are limited to help protect people from unlawful discrimination.
Learn more about audiences for credit, employment or housing campaigns
To learn more about targeting policies, visit:
● Introduction to the Advertising Standards

● Discriminatory Practices
● About Meta's advertising policy on dating
Use audience tools and insights

Audience targeting tools and insights can help you show your ads to the people most likely to
care about them. These tools can also help you refine your creative strategy and create ads
that resonate with your audience.
For example, you can use audience insights to learn aggregated, anonymized demographic
information, such as location, interests and behavior, that can help you understand when
people are most likely to visit your Facebook Page or respond to your ads.
Discover future-forward insights, news, advertising tips, best practices and case studies.
AUDIENCES 28
Ad placements across
Meta technologies
Ad placements across Meta technologies
An important part of the ad creation process is deciding where your ads will appear. The
different places we show your ads are called placements, and there are many to choose from
across Meta technologies. Your campaign objective determines which placements are
available.
Learn more about the available ad placements for each campaign objective.
There are two approaches to using placements, automatic and manual.
Manual placements
Manual placements provide more control over what ads are shown for specific placements. It’s
not ideal to remove any of your ad placements, as it increases your costs. If you want more
opportunities to deliver your ads, add more placements. The more placements you opt into,
the easier it is to connect to your intended audience.
Advantage+ placements
When you choose Advantage+ placements (formerly known as automatic placements), it helps
you get the most of your budget and increases your ad exposure. Advantage+ placements
enables your ad to be seen across all placements available for your settings on Facebook,
Messenger, Instagram and Audience Network.
Including more placements can help you find a broader audience. The more places your ad is
shown, the more chances your audience will see it. Advantage+ placements can also help you:
Run ads in multiple placements in a single app or across all Meta

Get more results technologies to help deliver the best return on ad spend.
Find the most effective placements for your campaign as possible,

Save time based on the optimization, to help reduce the effort spent optimizing
your placements manually.
Extend the reach of an existing campaign with Advantage+ placements

Extend reach by enabling more placements, as well as multiple placements within a
single app.
Learn more about the benefits of Advantage+ placements.
AD PLACEMENTS ACROSS META TECHNOLOGIES 30

Ad placements
There are a variety of ad placements offered across Meta technologies, which include:
Audience
Network
Facebook Instagram Audience Network Messenger
Feed Feed Native Inbox
Right column Stories Banner Stories
Sponsored
Instant Articles Explore Interstitial
messages
Video feeds Shop In-stream videos
In-stream videos Reels Rewarded video
Stories
Marketplace*
Search
Reels
*Only available in select countries
Learn more about ad placements across Meta technologies.

Messenger
Messenger ads encourage people to engage in conversations with your business. When you
advertise on Messenger, you have two options:
● Ads that appear in Messenger between conversations. You can use these ads to reach
people at scale, then continue to communicate with each of them individually in
Messenger.
● Ads that appear in Messenger between stories. You can use these ads to reach your
audience with a fullscreen mobile experience built for quick, engaged consumption.
You can also choose to run ads that click to Messenger, which are Facebook, Instagram or
Messenger ads that create a Messenger conversation when people click on them.
Stories
Stories ads bring your business to life through photos, videos, text and effects in an immersive,
fullscreen vertical setting. You can use these ads to introduce new products and tips, or share
behind the scenes moments at your business.
● Gain customer interest. Stories offer a captivating format to share your business
message with engaged audiences.
● Inspire curiosity. Stories encourage people to learn more about your business and can
motivate them to browse your website or visit other websites to buy your product or
service.
● Offer fast, authentic and helpful information. Stories that are quick and easy to
understand are more effective. Stories enables you to introduce new products, tips or
advice.
Feed
Facebook Feed and Instagram feed are the constantly updating list of posts on the Facebook
and Instagram home page. People’s feeds are personalized, ever-changing collections of
images, videos, links and updates from friends, family, businesses and news sources they care
about. When you advertise in Facebook Feed and Instagram feed, your ads appear alongside
the content that matters most to people.
Not every business can afford to make original content for both Facebook Feed and Instagram
feed, but you don't have to. When you create feed ads for one platform like Facebook, you can
generally use the same ad for advertising on another platform, like Instagram.

Reels
You can use Reels ads to help tell your brand story. You can experiment with different types of
video ads to discover what is most effective. Participate in trending moments through
challenges or educate potential customers through inspiring tutorials.
These fullscreen vertical video ads are inserted in between organic Reels content. Reels ads
can be up to 15 minutes and people can comment, like, view, save, share and skip ads.
There are three available ad formats for Reels.
● Interstitial ads are fullscreen, made-for-mobile and appear between organic content on
Facebook and Instagram.
● Post-loop ads are six-second, standalone videos that appear after a reel has looped
twice.When the ad ends, the original reel resumes and loops again.
● Banner ads are static and placed directly on top of the reel. On Facebook, banner ads can
appear at the bottom of a reel as it begins to play.

Asset customization for placements
You can use asset customization with Advantage+ placements and manual placements. Asset
customization enables you to specify which ads are shown for specific placements to ensure
your ads display based on your preferences.
With this feature, you can provide multiple assets and the asset that is delivered to the person
is decided during delivery time. This is a solution that provides you with per-ad creative control
within the same ad set.
Without this, there is a one-to-one relation between the assets you provide during ad creation
to the assets delivered in the ad to the person.
Here are three scenarios that explore why an you might want to use asset customization.
You want to run a lifestyle-focused image on Instagram and a product-focused

Scenario 1 image on Facebook.
You want to run a sound-on campaign for in-stream placements and a sound-off
Scenario 2 with captions enabled video on other placements.
You want to align the ad creative with their audience, which is shown based on
Scenario 3 demographics.
Some objectives, formats, placements and other options aren't compatible with asset
customization.
Learn more about options that aren’t compatible with asset customization for placements.

Creative best practices
Creative best practices
There are several ways to help ensure effective creative for your campaigns across Meta
technologies. There are different ad formats that you can use across Meta technologies, as
well as considerations to help resolve creative fatigue.
Ad formats
Choose an ad format based on your business goal and the types of high-quality assets you
have available. There are six main ad formats:
Single Single Carousel

image video
Slideshow Collection Instant

Experience
Single image
You can use a single image ad across most placements. Use text overlays on image and video
ads strategically to focus attention on an important part of your ad. Use modern and clear
fonts and avoid obstructing visuals. Also avoid communicating too many messages at once.
Single video
When paired with the right targeting, optimization and call to action, you can prompt action
from a video. You can create video ads across Meta technologies using several ad objectives.
CREATIVE BEST PRACTICES 36

Carousel
Carousel ads display multiple images or videos that
scroll from left to right. This format is effective for
storytelling and showcasing videos and images of your
brand, products, apps or services. Carousel ads provide
a flexible way to advertise without having to create
multiple ads.
Slideshow
Slideshow ads are a lower cost alternative to video
production. With slideshow ads, you can produce an ad
using static images to play as a video. You can combine
multiple images or videos, text and sound. Slideshow
ads are shown across Facebook and Instagram on
phones, tablets and computers. Slideshow ads also use
less data than videos. You can use a slideshow version
of your video ads in markets where people have slower
connections and older devices.
Collection
Collection ads pair a video or photo with four product
images. When someone clicks on a collection ad, it
leads them to a fullscreen, mobile-only experience
showcasing multiple products.
Instant Experience
Instant Experience enables you to add a fullscreen
experience to any ad format. Instant Experience is
an interstitial landing page that loads instantly when
someone taps on an ad on Facebook or Instagram.
Instant Experiences are native, so they load faster
than an external website.

Interactive formats
Depending on your campaign goals, interactive formats may help you connect with your
audience. Here are some of the interactive formats you can choose from:
Playable ads
Playable ads are interactive video ads that enable you to offer a short preview of your app,
product or brand before a person chooses to download it. Playable ads are available in Feed, as
Audience Network interstitials and on Audience Network rewarded videos.
Learn more about how the playable ad experience looks for each placement.
Augmented reality ads

Augmented reality (AR) ads enable you to use AR camera effects so people can interact with
your products in Feed. When someone taps on your ad in Feed, a visual overlay explains how to
interact with your product, brand or effect.
Learn more about augmented reality ads
Poll ads
Create a poll ad to provide an interactive experience that enables people to express their
preferences. Poll ads appear in Facebook Feed and Instagram Stories on mobile devices.
Learn how to create and manage poll ads in Ads Manager.

Use AI and automation
Automated ad products can help to improve the performance of your ads by relying more on
machine learning, such as automatically finding the most relevant audiences or ad placements.
These products can also help you further simplify campaigns.
Meta Advantage
Meta Advantage is a suite of products that use AI and machine learning to help optimize
campaign results and personalize your ads by matching them to people most likely to take
action. Meta Advantage can also help you implement more efficient processes, which can save
time and money.
There are two kinds of Advantage products. First, there are Advantage+ offerings that enable
you to automate an entire campaign flow from end-to-end or an entire core step of your
manual campaign setup, such as placements or creative. Then, there are Advantage features
that enable you to enhance a specific aspect of your manual campaign setup, such as the
selected detailed targeting options within your audience.
Advantage+ Advantage
Automates an entire workflow from end-to-end. Uses automation to enhance key parts of
a workflow.
● Advantage+ catalog ads
● Advantage+ creative ● Advantage detailed targeting
● Advantage+ app campaigns ● Advantage lookalike
● Advantage+ placements ● Advantage campaign budget
● Advantage+ shopping campaigns
● Advantage+ creative for catalog
● Advantage+ international catalog ads
Learn more about how to use Meta Advantage products.

Advantage benefits
Meta Advantage can help you with:
1. Optimization: Achieve better campaign results and sustain them over time.
2. Personalization: Match the people you want to reach with the right ad, to create a deeper
connection.
3. Efficiency: Save time and effort on campaigns. Automation can simplify decision-making,
ad creation and optimization. It can also lead to better performance.
Advantage+ catalog ads

You can use Advantage+ catalog ads to help reach potential customers at specific stages of
the purchase journey. Advantage+ catalog ads can help you increase sales on your website or
in your app using personalized, user-level recommendations from your catalog.
Advantage+ catalog ads match the intent of your audience, which is captured from your
website, mobile app or elsewhere (such as Facebook), to help increase demand and sales for
your online catalog. Advantage+ catalog ads look exactly like other ads, but they enable you to
create an ad template that automatically uses images and details from your catalog for items
you want to advertise.
A catalog includes information about the items in your inventory. Catalogs can help you
automatically personalize your ad creative at scale without having to create thousands of
individual ads. After you create a catalog, you can create ads and commerce experiences that
retrieve information from your catalog to show people your items.

Advantage+ catalog ad verticals
There are currently products tailored to four different Advantage+ catalog ad verticals.
Retail or Use the retail or ecommerce vertical to reach more shoppers,

ecommerce move people to complete a sale and find new potential shoppers.
Use the travel vertical to reach people, such as weekend, single and
Travel
group travelers through a dynamic booking window.
Use the real estate vertical to reach people with your real estate
Real estate inventory. You can include elements, such as the number of
bedrooms and bathrooms.
Use the auto vertical to upload your entire catalog of vehicle

Auto
inventory with relevant details, such as make, model and year.
Ad relevance diagnostics
People prefer to see ads that are relevant to them. When businesses show their ads to relevant
audiences, they tend to see better business outcomes. That's why Meta technologies consider
how relevant each ad is to a person before delivering it to them. Ads that are more relevant can
cost less and see more results. This leads to better experiences for people and businesses.
Ad relevance diagnostics can help you understand whether the ads you ran in placements
relevant to the audience you reached. If your ads are under-performing, ad relevance
diagnostics can help you understand if adjustments to your creative assets, post-click
experience or audience selection might improve performance.

Get inspired
Use these tools to mock up, preview and test ads.
Meta Creative Hub

You can use Meta Creative Hub to learn about, mock up, preview and test Facebook and
Instagram ad creative.
With Creative Hub you can:
● Learn how to build effective ads across a range of formats.
● Send a mockup to your Facebook or Instagram app, demonstrate it with a colleague or

client and preview it on any device. You can also tap it, scroll it and play with like a
published ad.
● Organize your mockups into project folders and invite other colleagues or clients to
collaborate on mockups and expedite your workflows.
● Deliver finalized mockups to launch with a single click.
Facebook ads guide

You can use the Facebook ads guide to check the requirements for ads in each format and
placement.
Mobile Studio
You can use Meta Mobile Studio to learn how to make effective mobile ads using
your phone. This can be a lower cost option compared to some other ad development options.
Meta Mobile Studio offers video guides, a planning brief and creative app recommendations to
help you design creative.

Mobile-first creative strategies
Building creative for mobile ads requires a different approach from other marketing channels.
Here are some best practices for building effective mobile-optimized ads.
Embrace video
Optimizing videos for mobile can be a valuable way for brands to connect with audiences
across Meta technologies. Video doesn't have to be expensive or difficult to produce. Even
animations made with simple apps, such as GIFs, can be effective.
Video ads can help you show off your product, service or brand. As you create a video ad,
ensure that you keep videos short. Make videos as short as they can be, or only as long as they
need to be. People are more likely to watch to the end of video ads that are less than
15-seconds in duration.
Learn about video length specifications for different placements.
Consider in-stream video placements for videos that you can’t reduce to less than 15 seconds.
In-stream video ads with sound turned on are best for more complex marketing messages and
can result in longer view durations.
Learn more about in-stream video ads.
Branding
The first few seconds of your ad are important in conveying your key message. To increase
brand awareness and ad recall lift, ensure that you:
● Display your brand or product at the start and end of your video.
● Use colors, themes and imagery that communicate your brand throughout the video.
● Include moving images, which are better at getting attention.

Sound
Ensure that you create ads that can be viewed with the sound turned on and off. Eighty
percent of of reels are viewed with sound on.3 Meanwhile, Reels ads with both music and
voice-over showed a 15-point higher average positive response score than those without
sound.4
Successful videos designed for sound-off can include text, graphics and captions where
possible. To help you convey your video message visually even with the sound off:
● Use text overlays, typographic treatments and graphics to help tell the most important
parts of your story.
● Add subtitles to the ad using the auto-captioning tools in Meta Ads Manager.
● Include logos and branded product shots creatively to communicate your brand.
_________________________
3
Instagram Internal, Feb. 2022.
4
Consumer Study by MetrixLab (Meta-commissioned online survey), Q1 2022.

Text
It’s important to communicate how you want people to take action when they see your ad.
When you determine what this action is, all text should align with this goal. There are a range
of call-to-action buttons available to you depending on your objective.
Keep your copy short. The recommended text length for most placements is 125 characters
for the primary text field, 40 characters for a headline and 25 characters for the description.
Here are some additional considerations when writing your ad copy:
● Text overlays shouldn’t obstruct your visuals.

● Use asset customization for placements. For example, use shorter copy for Stories and
Reels.
● Use multiple text optimizations for the primary text, headline and description.
Variations of text can then be used to optimize for delivery and performance. You can
use this tool if you’re unsure which creative resonates with different audiences.
Review other best practices for text in ads.
Images
People scan ads quickly, particularly on mobile devices, so consider how to get their
attention with images.
Here are some considerations when using images in your ads:
● Use high-resolution images, and avoid overly photoshopped images.

● Show your brand or logo.
● Demonstrate how people use your product or service, which can help your audience
visualize themselves doing so.
● Crop the important parts of the image. To show multiple images in the same ad, use the
carousel format.
Review other best practices for image ads.

Safe zones
When key creative elements like text, logos, or products are covered up by the Reels UI, it
can be a disruptive experience to the viewer and limit the impact of your ad creative. Keep
your key elements in the 'safe zone' near the center of your creative to drive better
outcomes for your brand.
When you edit your ad in Ads Manager, there’s the option to add logo overlays and text
overlays in a range of fonts and colors. Tools to help you implement safe zones are also
available. For example, a yellow area will appear if you try to drag your overlay into a safe
zone.
Reels Stories
Learn more about text overlays and safe zones.

Aspect ratio
Adjust images and videos to cover as much of the screen as possible, and use the highest
resolution assets you can. Crop tightly around the focus point of your image. People use
their phones vertically most of the time, so build ads that take this into consideration.
Explore different frames to highlight key elements and focus on aspects that effectively
communicate your message. Create visual interest by using different dimensions or moving
between the foreground and background of your scene.
If you don't have vertical video, you can edit together existing videos or images to create a
vertical ad.
Review other best practices for aspect ratios.

Aspect ratios for different placements
Ensure the creative for each ad matches the viewing behavior of your audience across
placements. Placement asset customization enables you to easily and efficiently optimize
the creative format of each of your ads wherever they appear.
Description Recommended placement
1.91:1 Landscape Facebook right column (images and videos)

Facebook search results (images)
Facebook Instant Articles (images and video)
Messenger sponsored messages (images and video)
16.9 Full landscape Facebook in-stream video (images and videos)
1:1 Square Feed (images)

Facebook Marketplace (images)
Facebook video feeds (images)
Facebook search (video)
Instagram feed (images)
Instagram Explore (images)
Instagram Shop (images)
Messenger inbox (images and video)
4:5 Vertical Feed (video)

Facebook Marketplace (video)
Facebook video feeds (video)
Instagram feed and Explore (video)
9:16 Fullscreen vertical Facebook Reels (video)

Facebook Stories (images and video)
Instagram Reels (video)
Instagram Stories (images and video)
Messenger Stories (images and video)
Audience Network native/banner (images and video)
Audience Network interstitial (images and video)
Audience Network rewarded video (images and video)
Use the 1:1 ratio for carousel ads, since other ratios may be cropped to 1:1.
For 4:5 ratio video ads on Feed, the video is shown with a 1:1 ratio on the
desktop version of Feed. This may cause black bars to appear on either side
of the video.

Call to action
There are a variety of call-to-action buttons available for Facebook and Instagram ads. Use
these buttons to encourage people to engage with the ad. You can experiment with available
call-to-action buttons to determine which are more effective.
Learn how to add a call-to-action button to an ad in Ads Manager.
Use templates
Use the Video Creation Kit in Ads Manager if you want to create mobile native video ads for
Facebook or Instagram that use existing photo assets, text overlays and logos. The Video
Creation Kit offers templates that you can customize in Ads Manager.
Learn how to create a video ad with your images.
You can also use Stories templates in Ads Manager to reach your audience on Stories without
investing much time and effort into designing a new ad. Stories templates automatically
transform your image into an ad using a vertical aspect ratio, so your ad fills the entire mobile
screen and is more engaging. They also add movement to help your ad grab attention.
Learn how to use stories templates to automatically transform your image into an ad.
Dynamic creative
Dynamic creative finds optimized ad creative combinations by taking multiple ad components
(such as images, videos, titles, descriptions and call to actions) and automatically generates
combinations of these assets across audiences. Then creative components that can deliver
efficient results are optimized for each impression served.
Dynamic creative is ideal if you have many assets and want to learn what creative resonates
with different audiences. However, it's not a substitute for A/B tests. Dynamic creative saves
time during ad creation, helps improve ad performance and encourages you to try new
creative.
Learn more about dynamic creative.

Resolving creative fatigue
Creative fatigue occurs when your ad performance suffers due to overexposure. If you suspect
that your ad performance is declining due to creative fatigue, refresh your creative by following
these steps:
1. Create Edit and adjust your current creative. If you keep your original ad
another ad. active instead of pausing or turning it off, it can maximize results.
2. Expand your Broaden your audience and show your ads to new people who
audience. haven’t seen your ad yet.
Create variations of your ad with Advantage+ creative. Advantage+

3. Try
creative uses a single image or video and shows a personalized ad
Advantage+
to each person based on what it appears they are most likely to
creative.
respond to.
Standard enhancements in Advantage+ creative

For ads that use a single image or video, you can use standard enhancements in Advantage+
creative to automatically create multiple variations and show a personalized variation to each
person based on what they're most likely to respond to. You can use standard enhancements
when using the traffic, leads, engagement, sales and app promotion objectives.
Here are some examples of standard enhancements:
● Adjust image brightness and contrast.

● Apply artistic filters.
● Vary the aspect ratio of your image, for both mobile (9:16 and 4:5) and horizontal viewing
(1:1, 5:4).
● Add templates to a Feed image.
● Add labels and displaying relevant Facebook comments below your ad.
Learn more about standard enhancements in Advantage+ creative.

Collaborate with creators
Creators and media partners actively create content on Facebook and Instagram. Partnership
ads enable you to run collaborative ads from a creator or partner handle.
When you incorporate partnership ads into your campaigns, it uses signals from both creator
and brand handles for stronger ranking and performance.
These collaborative ads can result in:
● Meaningful connections.
Creators are often attuned to the needs of their communities and constantly evolve their
approach to strengthen connections with their audience. Choose creators who share
similar values to your brand, as partnering can help you appreciate, understand
and represent diverse communities.
● Experimental creativity.
Creators are often experimenters and experts in their mediums. Gain a different
perspective into creativity. You can also expand their role beyond one-off posts to be a
true creative partner.
● Entrepreneurial growth.
Creators can help turn passion into action. Learn from their business acumen and ability
to influence purchase decisions, and include creators in campaigns from brand to
conversion.
Learn more and connect with creators using Meta Brand Collabs Manager.

Meta Advertising
Standards
Meta Advertising Standards
Meta Advertising Standards are designed to make ads safe for all people. Each ad is reviewed
against these policies. Familiarize yourself with the Advertising Standards to ensure that
you're building a compliant and considerate ads experience.
Here are some notable sections from the Advertising Standards:
Ads must not contain content that asserts or implies

personal attributes. This includes direct or indirect assertions
or implications about a person’s race, ethnic origin, religion,
Personal attributes
beliefs, age, sexual orientation or practices, gender identity,
disability, medical condition, financial status, membership in a
trade union, criminal record or name.
Ads must not contain adult content. This includes nudity,

depictions of people in explicit or suggestive positions, or
activities that are overly suggestive or sexually provocative.
Sexually suggestive
Ads that assert or imply the ability to meet someone, connect
content
with them or view content created by them must not be
positioned in a sexual way or with an intent to sexualize the
person featured in the ad.
Ads linking to Facebook or Instagram content (including Pages,

groups, events or websites that use Facebook Login) may make
limited reference to Facebook or Instagram in ad text for
the purpose of clarifying the destination of the ad. Ads shouldn't
Meta technologies
represent Meta technologies in a way that makes it the most
distinctive or prominent feature of the creative. Meta brand
assets shouldn't be modified in any way, such as by changing the
design or color or for the purpose of special effects or animation.
META ADVERTISING STANDARDS 53

Learn more about the Meta Advertising Standards, and get more information on prohibited
content, targeting and data use restrictions. Some additional areas to familiarize yourself with
include policies for advertising regarding credit, alcohol, weapons, pharma, financial services,
politics, social issues, housing and employment. Some rules may vary from country to country,
based on market regulation.
Some important policies for you to know are:
Community Standards
Community Guidelines
The ad review process

Once you create your ad and place an order, your ad will be reviewed by the machine learning
system. If your ad is flagged, it will be reviewed by our review team. If your ad is approved, it
will begin delivering across placements.
Create ad and place order.
Submit ad for review.
Ad is reviewed by the system or our

review team.
Ad isn’t approved, Ad is approved

but the decision and begins
can be appealed. delivering across
placements.

Rejected ads
Your ad may be rejected if it goes against the Advertising Standards. You may also receive a
rejection if the landing page content isn't fully functional or doesn't match the product or
service promoted in your ad. It’s also possible for an ad to be rejected after approval if it
receives an unusually high amount of negative feedback, such as people marking your ad as
spam or hiding your ad.
If your ad is rejected, you can edit your ad and resubmit it for review by following these steps:
1. Check the email address associated with your advertising account. If your ad isn’t
approved, you’ll receive an email with details that explain why.
2. Edit and create a compliant ad. Use the information provided in your rejection email.
3. Save any changes to your ad. Your ad is submitted automatically for review once you save
your changes.
Appealing decisions
If you think that your ad was mistakenly rejected, you can edit your ad or appeal the decision.
You’ll receive an email that explains why your ad wasn’t approved, so you can use that
information to guide any necessary changes. If you want to appeal the decision, request a
review.
Learn how to troubleshoot a rejected ad.

Common reasons for rejection
The best way to ensure your ads aren’t rejected is to have a thorough understanding of the
content and tactics that are prohibited and restricted by the Advertising Standards.
Understanding prohibited and restricted content can help you to minimize the time and
resources required to edit your ads and minimize delays in the delivery of your ads.
Outlined in the Advertising Standards are five elements that are reviewed on every ad: text,
creative, landing pages, targeting parameters and positioning.
The chart below outlines some common reasons ads are rejected.
● Fails to clearly specify the product or service offered

● Implies that you know specific attributes about a person
Rejected ad text
● Uses offensive language
● Makes false or misleading claims or withholds important information
● Fails to clearly or accurately reflect the product or service promoted in the

ad
Rejected landing ● Contains content, products or services prohibited by Meta Advertising
pages Standards
● Contains content that interferes with navigating away from it
● Fails to work or isn’t functional
● Includes images or videos of a sexual nature

Rejected ad ● Includes misleading buttons in the image
creative ● References Facebook or Instagram in a way that misrepresents Meta
● Focuses on a body part or pain point

Ad copy examples
Here are examples of ads that would be rejected and suggestions on how to edit them.
What to avoid How to edit
Avoid being “Try our best product to reduce acne “We are offering a one-week free trial
vague in scars.” for our popular acne scar removal
descriptions of cream!”
offers, products This is quite vague and doesn’t
and service. specify the product being offered. This version tells people exactly what
This ad would not be approved. the you are offering.
Avoid calling out “Don’t worry if you’re a plus-sized “We have extended sizes for all our
personal woman.” spring styles.”
attributes or
characteristics. This implies that you know that the This version focuses on the product
person viewing the ad is plus-sized. rather than the person viewing the ad.
Ads must not contain content that
asserts or implies personal attributes.
Avoid offensive “Damn, these are the best diamond “Check out these gorgeous rings for
language. rings ever.” your big day!”
Even common profanity can’t be used This version doesn’t include any
in ads across Meta technologies. profanity.
Symbols, numbers and letters must
be used properly, without the
intention of circumventing the ad
review process.
Avoid making “I lost 10 lbs in 25 days attending the “I lost 5lbs attending this training
deceptive, false training session. You can also lose 10 session! Join us today!”
or misleading lbs by joining me today!”
claims. This version simply states a fact and
This implies that everyone will also invites people to join the training with
have the same results and makes an no promise of weight loss.
unrealistic promise.

Brand safety
Brand safety can mean different things. But it often about preventing you ads from appearing
within or alongside content that isn’t conducive to your brand.
We have a multi-faceted approach to brand safety, which includes three key areas:
● Create a safe and welcoming community. We enforce Community Standards for the
content individuals share on Facebook and Instagram. We have a team of people working
on safety and security, which includes removing fake accounts. We also invest in
technology to reduce the spread of fake news and help identify content that doesn’t
follow our policies, often before anyone sees it. And we routinely release the Community
Standards Enforcement Report to track our progress as we try to make Facebook safe
and inclusive.
● Maintain a high-quality ecosystem of content, publishers and ads. Only publishers that
follow our policies can show ads. Additional brand safety controls are available for
placements within publisher content, like in-stream videos, Instant Articles or Audience
Network.
● Proactive collaboration with industry partners. Brand safety is a challenge for the entire
advertising industry, which is why we collaborate with industry partners to share
knowledge, build consensus and work towards making online platforms safer for
businesses.
Learn more about brand safety and suitability controls.

How ads appear across
Meta technologies
How ads appear across
Meta technologies
The ad delivery system determines when and where ads appear across Meta technologies.
Ad auction
The ad auction is where ads chosen for your audience are ranked to find the ad most likely to
maximize value for both you as an advertiser and people. In an auction, ads are ranked by their
total value and the ad with the highest total value wins the auction for the chosen individual.
1. You launch a campaign and decide on a bid.

2. The system considers bids and holds an auction to determine which advertiser gets to show their
ad to a particular person.
3. The ad with the highest total value wins the auction.
4. That particular person sees the winning ad.
Total value is based on advertiser bid, estimated action rates and the ad quality.
Optimize the customer

Maximize advertiser value
experience
Estimated action
Advertiser bid ✕
rates + Ad quality = Total value
Advertiser bid
The advertiser bid is the bid you select for an event that aligns with your desired result. A
higher bid helps to increase the total value of an ad, which increases its ranking in the ad
auction. However, the bid alone doesn’t determine whether or not an ad will win the auction.
Estimated action rates

Estimated action rates are how likely it is that showing your ad to a person will lead to your
desired outcome. When an ad has a high estimated action rate, it means it’s likely to achieve
results. This also helps to increase its total value.
HOW ADS APPEAR ACROSS META TECHNOLOGIES 60

Ad quality
Ad quality is a measure that is used to establish how relevant your ad is to a given individual.
Quality of an ad is determined from many sources including feedback from people viewing or
hiding the ad and assessments of clickbait, engagement bait and other poor experiences.
To improve your ad quality, consider your website landing page experience and avoid the
following ad experiences.
● Misleading experiences from ad to landing page

● Disproportionate volume of ads relative to content
● Sexually suggestive or shocking content
● Malicious or deceptive ads
● Pop–up interstitial ads
Total value considers the relevance of an ad to the person who will see it as well as ad quality.
The quality of an ad is determined from many sources, including feedback from people viewing
or hiding the ad, assessment of clickbait, engagement bait and post-click experience.
When an ad has a high ad quality, it means it’s relevant to the selected audience. This also helps
boost its total value in the ad auction.
Learn more about ad auctions.
HOW ADS APPEAR ACROSS META TECHNOLOGIES 61

Optimization for
ad delivery
Optimization for ad delivery
For every campaign or ad set, you select an optimization for ad delivery. When you define your
ad delivery optimization, it helps make the most efficient use of your budget. Depending on
the conversion location you choose, you may have different optimizations available.
Below are the available optimizations for each campaign objective in Ads Manager.
Campaign
Business goal Optimization for ad delivery
objective
Awareness Awareness ● Reach

● Impressions
● Ad recall lift
● ThruPlay
● 2-second continuous
video view
Consideration Traffic ● Website: landing page views, link clicks,

impressions, daily unique reach
● App: link clicks, daily unique reach
● Messenger: link clicks, impressions,
daily unique reach
● WhatsApp: link clicks, impressions,
daily unique reach
Consideration Engagement ● Messaging apps > Messenger: conversations, link

clicks
● Messaging apps > WhatsApp: conversations, link
clicks
● Messaging apps > Instagram: conversations, link
clicks
● Your ad > ThruPlay, 2-second
continuous view
● Your ad > post engagement: post engagement,
impressions, daily unique reach
● Your ad > event response: event response,
impressions, post engagement, daily
unique reach
● Website: conversions, landing page views,
link clicks, impressions, daily unique reach
● App: app events, link clicks, daily unique reach
OPTIMIZATION FOR AD DELIVERY 63

Campaign
Business goal Optimization for ad delivery
objective
Consideration Leads ● Website: conversions, landing page views,

● Instant forms: leads, conversion leads
● Messenger: leads
● Calls: calls
● App: spp events, link clicks, daily unique reach
Consideration App promotion ● Optimization goals available for Advantage+ app

campaigns: app promotions, app events, value,
app promotions with app events
● Optimization goals available for manual
placements: app installs, app events, value, link
clicks
Conversion Sales ● Website: conversions, value, landing page views,

● App: app events, link clicks, daily
unique reach
● Website and app: conversions
● Messenger: conversations, conversions,
link clicks, impressions, reach
● WhatsApp: conversions, link clicks, impressions,
reach
Ad delivery optimization process

Ad delivery optimizations are part of machine learning. What outcome you are trying to
accomplish is based on the objective, optimization and any other offsite signal provided during
the ad setup. To understand optimization, it’s important to also understand how machine
learning works. Machine learning creates the highest-value experiences for both you as an
advertiser and audiences, using signals from Meta technologies and the information you
provide.
These signals can include audiences, information provided from custom audiences, pixel, SDK,
offline signals, the optimization and the bid.
Connections between the signals are identified to determine the best delivery opportunities
for ads. Other signals, like when someone takes an action on the ad and when people don’t
take the desired action after seeing an ad, are also used to determine ad delivery opportunities.

Learning phase for ad delivery
At the start of a campaign or after you edit an ad set, there isn’t enough information to deliver
an ad as efficiently as possible. To get that information, ads must be shown to different types
of people to learn who is most likely to generate your optimization events. This process is
called the learning phase.
During the learning phase, the delivery system explores the best way to deliver an ad set. At
this time, performance is less stable and cost per action (CPA) is usually higher.
Ad sets exit the learning phase as soon as their performance stabilizes, which takes
approximately 50 optimization events.
The learning ability of an ad set can become limited as soon as the delivery system predicts
that the ad set is unlikely to exit the learning phase. Common causes for these limitations are
low bid cap, auction overlap or insufficient budget.
Once there’s enough information, your ad set can experience fewer performance fluctuations.
At this point, you can make an informed decision about your ad set. If you're satisfied with your
results, you can let it keep running or increase its budget. If you're unsatisfied, you can edit the
ad set to try to improve its performance or pause it.
The following are significant edits, which The following may or may not be significant
reset the learning phase: edits, depending on magnitude:
● Changes to targeting ● Changes to bid amount (or bid cap amount)

● Changes to ad creative ● Changes to budget amount
● Changes to your optimization for ad
delivery choice
● Pausing your your ad set or campaign

Campaign data sources
Data sources
Data sources are connections between your marketing data, which is typically information
about customer interactions, and Meta technologies. By submitting marketing data from your
website, mobile app or physical store to Meta through a data source, you can help to improve
your ad performance, measurement and custom audiences. There are four campaign data
sources that are important for businesses who want to focus on performance marketing.
The Meta Pixel is a piece of code you place on your website to

understand how people interact with your content after seeing your
ads. When you share this information with Meta, your ads can be
Meta
Pixel delivered to people more likely to take action. You can use what you
learn from your pixel to build more effective ads and audiences.
Learn more about getting started with the pixel.
You can use the Conversions API to create a direct and more reliable
connection between marketing data from your server, website or CRM
to Meta. The Conversions API reduces your reliance on cookies and is
Conversions
API also designed to honor privacy controls.
Learn more about using the Conversions API to increase ad

performance.
The Facebook SDK is an analytics tool that enables you to capture

and measure the actions people take in your app. You can use the SDK
Facebook
SDK to direct, measure and optimize the delivery of your ads to people
most likely to take action.
Learn how to integrate app events with the SDK.
Connect your offline event information, such as in-store purchases,

phone orders, bookings and more. As your ads run across Meta
technologies, your customer information is matched to people who
Offline saw or clicked your ads through a secure process. This process can
Conversions help you determine how much offline activity you can attribute to
your ads.
Learn more about offline conversions.
CAMPAIGN DATA SOURCES 67

Measurement with data sources
Your data sources enable you to see how many actions are happening as a result of your ads.
You can use the metrics and reports to see how your campaign is performing and adjust your
campaign strategy accordingly.
Learn more about accessing your conversion metrics and reports.
Aggregated Event Measurement

Aggregated Event Measurement is a protocol that enables the measurement of web and app
events from people using iOS 14.5 or above. Aggregated Event Measurement is designed to
help keep people's data used to facilitate conversion reporting and ads optimization private. It
will continue to evolve to help you support consumer privacy.
Aggregated Event Measurement helps recover limited measurement of in-app conversions

from people using iOS 14.5 and above, and is currently available for the following types of
campaigns when the destination is set to a mobile app: sales campaigns with catalog turned
on or off, lead campaigns and engagement campaigns.
With Aggregated Event Measurement for app events, you can use sales, lead or engagement
optimization or value optimization to direct people to your mobile app and inspire business
results, such as in-app purchases or adding products to cart.
Learn more about Meta Aggregated Event Measurement.

Creating with data sources
Consider ways you can use signals from the pixel, Conversions API, Facebook SDK and offline
conversions to guide your creative strategy and increase the business outcomes of your
campaigns.
Use this strategy if Best for advertisers Placement

Goal:
your: who: recommendations:
● Business objective is ● Want to generate ● Poll ads

awareness. more value from their ● Creator organic
● Creative strategy is upper-funnel activity. question stickers
Generate
generating insights. ● Are looking to adopt ● AR effects
insights agile creative ● AR ads
solutions like
betatyping.
● Business objective is ● Use website custom ● Instant Experiences

awareness. audience retargeting. ● Native lead ads
● Creative strategy is ● Want to link their ● AR effects
Build audiences building high-intent upper-funnel activity ● AR ads
audiences and using to measurable
data for retargeting lower-funnel
campaigns. campaign impact.
● Business objective is ● Want to generate ● Click to Messenger

consideration and more value from their ads
conversions. mid-funnel activity. ● Click to Whatsapp ads
Increase ● Creative strategy is to ● Are experiencing ● Click to Instagram
business use messaging to reduced visibility on chats ads
interactions create intent and the path-to-purchase ● Messenger
guide people to the and higher CPAs on experience
right product. lower-funnel activity. ● Whatsapp experience
● Chats
● Business objective is ● Use website custom ● Ads with product tags

consideration and audience retargeting. ● Shop
conversions. ● Want to link their
Grow ● Creative strategy is upper-funnel activity
conversions conversion through to measurable
ads with product tags. lower-funnel
campaign impact.

Evaluation and
measurement
Measurement tools
Measurement tools enable you to evaluate and compare results. Typically, advertisers rely on
proxy metrics, such as GRP ratings for TV or click-through rates for digital ads. Proxy metrics
are indirect, approximate measurements that are used when direct information is unavailable.
While you can use these metrics to register a real-world outcome, they can't count important
business outcomes, such as actual sales or brand lift.
With people-based measurement solutions, no matter how many devices someone uses, their
activity can be measured across all devices and still be counted as one person. You can use the
following measurement tools to measure your ad performance:
Meta Ads Reporting Measure ad results and metrics.
Brand survey Measure the incremental effect your ads had on brand awareness, perception
or recall.
Brand Lift Measure the incremental impact your ad has on the perception of your brand.
Conversion Lift Measure the incremental impact your ad has on sales outcomes.
GeoLift Use GeoLift, an open source tool, to measure lift by geography.
Marketing mix Quantify the effects of marketing and non-marketing activities using factors,
modeling such as sales or website visits.
A/B testing Measure your ad variables independently to optimize your ad performance.
Attribution Measure the performance of your ads across channels, publishers and
devices.
Creative-level Use the ad creative breakdown in Ads Reporting to analyze which headline,
breakdown text, call to action, image or video resonates more with your audience.
Pre-testing Use A/B or lift tests to evaluate and refine your creative strategy before you
run an ad campaign.
Creative fatigue Track creative fatigue in the Delivery column status for your ad set or ad.
Betatyping Use an iterative approach to developing creative strategies through

continuous experimentation and measurement.
EVALUATION AND MEASUREMENT 71

Connect success metrics with performance.
Determine the right metrics to measure the outcomes important to your business. Here are
some questions to help you better understand your measurement needs:
● Which success metrics am I currently tracking?

● Are my current metrics helping to improve business outcomes, or are they proxies?
● If they are proxies, are they correlated with business outcomes?
● Am I optimizing toward my true business objective?
● Which data sources are contributing to my success metrics?
● Is my campaign set up for testing?
The success metrics you recommend for a campaign depend on the business and marketing
goals for a campaign. Below are some commonly used metrics to determine campaign
success.
● Ad recall: The impact an ad had on a customer and if they remember seeing an ad during a
designated period of time.
● Clickthrough rate: The number of times a link on a web page is clicked compared to the
number of times it’s displayed.
● Cost per thousand impressions (CPM): The average cost you have paid for 1,000
impressions of their ad, or the average revenue a publisher has received for 1,000
impressions of an ad on their apps and websites.
● Reach: The number of people exposed to an ad at least once during a given period.
Off-platform reporting
Before we explore Meta Ads Reporting, let’s consider other options. There are several
third-party tools available to measure digital marketing results. It’s important to understand
how each company establishes their metrics and ways of measurement to avoid making
mistakes when you interpret your results.
For example, some third-party reports can apply different attribution windows, or
automatically apply attribution methodologies to distribute conversions. Consider that before
comparing metrics from multiple reports and partners. For results across Meta technologies,
always refer to Meta Ads Manager reporting as the official source of results.

Meta Ads Reporting
You can use Meta Ads Reporting to measure ad performance. Access Meta Ads Reporting
through Ads Manager. You can use reporting to determine if your ads are helping you meet
your business goals in real time.
Monitor your campaign in Ads Manager, especially to confirm that your campaign is properly
generating results, such as conversions, reach and video plays. When you monitor your results,
it can help inform current and future campaigns.
Set up the pixel or SDK so that you can use Ads Reporting to determine:
The number of The cost per conversion The overall value

conversions of your conversions
Metrics along the funnel

While each campaign is different and may have different objectives, consider one or more of
the following metrics for your campaigns as they align with each part of the customer journey.
Awareness Consideration Conversions
● Reach ● Conversations ● Conversions

● Impressions ● Link clicks ● Standard events
● Estimated ad recall lift ● Daily unique reach (according to your data
● ThruPlay ● Landing page views sources, if any)
● 2-second continuous ● Leads ● App events
video plays ● Calls ● Conversations
● App installs ● Value
● Value ● Landing page views
● Link clicks
● Impressions
● Daily unique reach
You can choose to display metrics for all of your campaigns, ad sets or ads in a table format.

When you go to Ads Reporting, go to Results to see the number of outcomes for the objective
and optimization you selected. You can use it to compare performance among similar
campaigns and identify areas of opportunity to get better results.You can also select metrics
from the Columns dropdown menu for pre-defined reports or to customize which metrics
display.
● To display columns for pre-defined reports, select from options, such as Performance,
Delivery and Engagement.
● To display customized columns, click the Customize columns option and select or remove
your columns from the pop-up window.
You can segment your information with the Breakdown dropdown menu to
display information, such as the age of your audience, where they view your ads and what
devices they use.
You can use your reporting results to understand how your ads are performing mid-campaign.
If your campaign isn't meeting your business goals, adjust your advertiser controls, such as
targeting, frequency and placement to direct your campaign accordingly.
Although they're not required for measurement of some objectives, you need the pixel or SDK
implemented to be able to measure online conversions. Implement these data sources so you
can use the information collected to see how your customers are moving through your
purchase funnel as well as across devices.
Columns Breakdowns Reports
Customize the columns on View your results by time Export data as a spreadsheet or
screen to view metrics such as period, delivery type or a CSV file or display your data
performance, engagement and audience action. in one of the standard reports.
delivery. Standard reports open in Meta
Ads Reporting.
Delivery and action breakdowns, such as age, gender, region and placement
aren’t supported for offsite conversion metrics for iOS 14 and above campaigns
due to the aggregated nature of SKAdNetwork API data.

Columns
You can use columns to select from a list of metrics, across different categories:
Performance Engagement Conversions Settings
Example Results, reach, Awareness, Website Start date, end

metrics frequency and messages, clicks conversions, date, campaign
impressions website purchases, budget, bid,
cost per website objective
conversion
Use columns to compare attribution settings.

You can use columns to understand when people take action after engaging with your ads. You
can compare the reported web conversions for your ads to different attribution settings or
time periods. To view the report, select Columns, then click Performance. Finally, click
Compare attribution settings.
Breakdowns
You can use breakdowns to refine your report.
Example breakdown
Level Campaign, ad set, ad
Time Day, week, 2 weeks, month
Demographics Age, gender, age and gender, country, region, business locations
Delivery Placement, placement and device, platform, platform and device, time of day
by ad account time, time of day based on viewer time zone
Actions Canvas component, conversion device, product ID, carousel card, reactions,
video view type, video sound
You can also use breakdowns to sort your campaigns, ad sets or ads by time (detailed data by
day, week, two-week periods and months), delivery (whom your ad was delivered to) or action
(the actions your audience took as a result of your ad).

Reports
You can use reports to export table data and create custom or standard reports by using the
reports tool. Once you select your report components you can select report settings to run
your ads report.
All reports have default settings that show the result of your campaign. However, your specific
business goals may require you to adjust the settings to show more relevant outcomes.
Apply media math to analyze results.

You can use the following formulas to help analyze your results. You may apply variations of
those formulas, adjusted to your particular needs. Below are some common formulas.
CTR = (Clicks / Impressions) x 100
Conversion rate = (Number of actions taken / Visits) x 100
ROAS = Revenue / Ad spend
ROI = (Revenue - Cost) / Cost x 100
CPM = (Total amount spent / Total measured impressions) x 1000

Scenario
An agency is running a campaign for a client to promote their newly updated app. They use the
app promotion objective, optimized for app installs. The client only runs campaigns for people
between ages 18–34. They added people ages 35–54 as a test.
The agency expects that the additional age range will increase app installs by 10 per week. One
week into the campaign, the agency checks how many app installs were recorded as app
events and attributed to the ad.
To do so, the agency:
1. Opened Ads Manager.
2. Clicked Columns.
3. Selected Customize columns
4. Selected the app promotion option within the pop-up window to display the app install
metric in the table.
5. Clicked Breakdown
6. Selected By delivery and chose Age
The agency noticed that this new age range didn’t increase app installs as expected. However,
the cost per install was significantly lower than their benchmark, so they recommend to the
client to keep the ad campaign running.
While it isn’t a requirement for measurement of some objectives, you need the
Conversions API, pixel or SDK implemented to be able to measure online
conversions. Implement these data sources so you can use the information
collected to see how your customers are moving through your purchase funnel
as well as across devices.

Understanding results
You can test to better understand how your ads across Meta technologies are currently
influencing results.
Brand Lift
Brand Lift helps you measure the impact of your advertising on attitudes toward your brand.
Brand Lift randomizes your audience into test (exposed) and control (not exposed) groups
with similar characteristics. Your ad is then shown to the test group, but isn’t shown to your
control group. Next, they receive a poll that contains questions you chose to evaluate the
impact on brand metrics. You can use Brand Lift to:
● Understand how well your campaign resonates with your audience.

● Determine how your campaign performs against the norms for campaigns in your
industry
and your region.
● See the demographic breakdowns (age, gender, TV viewership groups and video play
durations) that cause the highest lift.
You must work with a point of contact at Meta to set up Brand Lift tests. Managed Brand Lift
tests can be single or multi-cell.
Experiments tool for brand survey

You can use the Experiments tool in Ads Manager to set up a brand survey test, which
measures brand lift and surveys both people who had the opportunity to see your ads and
people in a holdout group. This survey then calculates the incremental effect your ads had on
brand awareness, perception or recall. Your brand survey can include up to three questions
about standard ad recall, standard brand awareness, abstract favorability, familiarity and
recommendations. Here are some examples:
Standard ad recall Do you recall seeing an ad for [Page] online or on a mobile device in
the last two days?
Standard brand awareness Have you heard of [Page]?
Abstract favorability How would you describe your overall opinion of

[Page]?
Familiarity How familiar are you with [Page]?
Recommendation Will you recommend [Page] to a friend?
Learn more about creating a brand survey test.

Conversion Lift
Before we explore Conversion Lift tests, it’s important to understand the difference between
conversion lift and Conversion Lift.
● Conversion lift: Conversion lift is a metric that quantifies the number of additional
conversions that happen as a result of ads.
● Conversion Lift: Conversion Lift is a conversion optimization framework from Meta.
Conversion Lift can help you measure your return on investment by evaluating the true
business value associated with your campaign. Conversion lift studies can include single- or
multi-cell tests. These tests can help you determine the value that your ads provide your
business and compare different strategies. You can set up a conversion lift study with one or
more exposed groups. To set up a Conversion Lift test, please reach out to your point of
contact at Meta.
Single cell study A study with a single exposed group can show you
how advertising across Meta technologies may lead to additional
business outcomes. For example, if you run a conversion lift study on
your next campaign, you can determine whether or not your ads
resulted in more conversions than if you didn’t run ads.
Multi-cell study A study with multiple exposed groups can help you compare different
strategies and determine which advertising approach works best for
your audience.
After the study is complete, you can learn about metrics such as:
● The cost per incremental conversion and cost per incremental converter
● The demographic breakdown of conversions and cost per incremental conversion
GeoLift
GeoLift is a measurement solution from Meta Open Source that helps you calculate lift at a
geographic level. It uses aggregated data to measure the incremental impact of marketing
efforts and is resilient to changes in the marketing landscape. GeoLift is reproducible and
works in cross-media applications.
To run a GeoLift experiment, you need to install the R package. Learn more about getting
started with GeoLift.

Marketing mix modeling
Marketing mix modeling is a statistical analysis that uses data and complies with privacy
policies. It is more resistant to changes that affect attribution in digital advertising. Marketing
mix modeling quantifies the effects of marketing and non-marketing activities based on
factors, such as sales or website visits.
This model can help marketers understand how to allocate a marketing budget across
marketing channels, products and regions, and it can help forecast the effects of future events
or campaigns.
To implement marketing mix modeling, you can work with a full-service vendor, use
semi-automated tools or build in-house models. Robyn is an automated marketing mix
modeling code developed by Meta Open Source. Learn more about Robyn.

A/B tests
To help get you the best results possible, you can use the experiments tool to run an
A/B test. A/B tests let you compare different versions of your ads across multiple devices,
so you can see what works best and improve future campaigns. For example, you can choose
images, text, audience, delivery optimization or placements as your variable. Test only one
variable at a time to help you identify what’s leading to the difference in results.
A/B tests divide your audience into random, non-overlapping groups. Your ads are duplicated
and you choose one variable to change. This variable is the difference between each ad set
being tested. The cost per result of each ad set is calculated and compared, and the ad set with
the higher value per result wins. After the test is complete, you will get a notification and email
with the results.
How to set up an A/B test

There are three ways to create your A/B test in Ads Manager or in the Experiments tool:
Guided creation Quick creation Duplication
You're provided with You create the structure for a You add a new ad set or ad to
step-by-step instructions to A/B test that you can finalize turn an existing campaign into
assist you in creating an A/B later. an A/B test campaign.
test. Your ads will be ready to
run once you've completed the
workflow.
While A/B testing creates random, non overlapping groups, it does not create a corresponding
unexposed control group. Lift studies, on the other hand, create random, non-overlapping
groups and corresponding control group.
Budget optimization A/B test

You can also set up an Advantage campaign budget test with the experiments tool.
This test lets you use an existing ad campaign as a template to see how Advantage campaign
budget affects your cost per result. The test copies your ad campaign and automatically
creates an A/B test, one with Advantage campaign budget turned on and one with budget
optimization turned off, to easily compare performance between each strategy.

Optimization best practices
You can use these tests with the experiments tool to evaluate if your campaign is
performing optimally. These tests can help you to determine which elements of your
campaign are generating more incremental results and optimize toward those elements.
You can use what you learn to inform your current and future campaigns.
Learn more about how to set up these tests.
Determine effectiveness with attribution.

You can use attribution models to help determine how Meta technologies fit into your media
mix across different publishers, channels and devices. The process assigns credit to
touchpoints (clicks or views leading to the desired action) along the customer journey. You can
better measure the effectiveness of your ads by understanding which of your ads should get
credit for conversions, such as making a purchase. You can select from different attribution
models to distribute different amounts of credit for conversions across your ads. They can be
built on a rule-based model or a statistical model. There are attribution solutions provided by
third-party partners.
Rule-based attribution models

Rule-based attribution models enable you to select the rule that determines how conversions
are attributed to different touchpoints. Examples of rule-based models include:
Single-touch models Give credit to only one touchpoint.
Multi-touch models Give credit to multiple touchpoints in the customer journey.
Statistical attribution models

Statistical attribution models are ones that enable you to look at historical information to
determine credit and vary depending on your business and the different criteria you apply.

Attribution settings in Ads Manager
The attribution setting is time span of when a person viewed or clicked your ad and
subsequently took an action. The attribution settings enable you to specify which touchpoints
you want the attribution model to consider and when to consider them. The window you select
determines what touchpoints the model credits with conversion. You can choose your
attribution setting at the ad set level when you create a campaign or edit an existing campaign.
Explore different attribution settings to see how changing them impacts the number of
conversions reported.
Learn more about attribution.
Conversion windows
Conversion windows are similar to attribution settings, but they are for ad delivery rather than
reporting. Conversion windows dictate which conversion information to use when determining
who your ad should be shown to. This determines what types of people convert within the
window and finds more people like them.
There are two aspects of conversion windows:
● The length of time (for example, 1 day, 7 day)

● The type of action (for example, click, view)
Conversions that happen outside of your conversion window may show up in your reports
depending on your attribution setting. Align your conversion windows and attribution settings
as closely as possible to understand the value your ads are bringing to your business.
Conversions that happen outside of your window will not be used to optimize how your ads are
shown. To determine which people are best to show your ads to, your ad set needs about 50
conversions per week. You can use the information you gather from your attribution results to
inform your current and future campaigns.
Viewability partners
You can measure how many ads were viewed by your audience and for how long. When
combined with reach measurement, viewability can give you a better perspective on how your
media plan was delivered. You can measure and verify viewability metrics for Facebook and
Instagram through select viewability partners. Viewability partners are Meta Business
Partners that can verify ad viewability metrics for ads across Meta technologies, offering you
the transparency you need to trust your ad delivery information. These partnerships are part of
our continued commitment to enabling advertising measurement across Meta technologies by
independent third parties.

Measurement and reporting best practices
Consider the following best practices for measurement and reporting.
Use historical reporting Use historical reporting to determine how your campaign is
performing based on expectations. For example, if a campaign
resulted in 1,000 conversions a week ago but this number went down
to 100 this week, then you can use reporting to determine what
happened.
Upload your Upload your offline information if you want to capture offline
offline information conversions, such as in-store sales and phone orders. You must
capture this information to use measurement and reporting tools.
Run lift tests Use conversion lift tests or brand lift tests to understand whether a
campaign is promoting incremental conversions or brand perception
changes. Lift studies can help you to determine how much additional
business your ad spend generates.

Meta Business Partners
Meta Business Partners are a global network of third-party companies that have the expertise
and technical skill to help businesses. These companies are members of the Meta
Business Partners program and represent a variety of specialities, including commerce,
agency, creative, advertising technology and messaging.
Meta Business Partners can help you meet your marketing needs throughout the campaign
creation process. Find someone to work with using the Meta Business Partner directory.
The following are different types of Meta Business Partners:
These partners can help you manage, scale and optimize your campaigns,
Campaign
including assistance with creative, audiences, budgets, scheduling,
management partners
reporting and analytics.
Creative platform These partners can help you create and curate images or video, or improve
partners your existing creative assets.
Feed platforms These partners can help you create product catalogs for use in ads,
partners Facebook Marketplace and Instagram Shop.
These partners can help you track performance across Meta technologies
Measurement partners and the rest of your marketing mix.
These partners can help you connect your customer actions, including
Conversion data
offline and web activity to Meta technologies, and help you improve
partners
performance of ad campaigns.
Community These partners can help you manage and moderate communities on Pages
management partners and in conversations.
These partners can help you build a messaging experience at scale and
Messaging partners automate customer service, lead generation and transactions over chat.

Study questions
1. Your new client has produced high-quality 30 and 60 second television
commercials and wants to use the same creative for their online ads. Based on
your knowledge of mobile-first creative, which strategy do you recommend?
Choose the correct answer.
a. Use the 30-second ad and manually select the Reels placement.
b. Edit the video to 15 seconds and use Advantage+ placements.
c. Use the 60-second version for Stories ads.
d. Use a single image ad because it’s more engaging than video.
2. An electronics retailer is preparing for an upcoming sale. They want to encourage

their most valuable customers to purchase a new television. They have a
six-second video asset with sound and on-screen text. It delivers a clear message
with and without sound. Which ad objective and call to action should they use
with this creative?
a. Engagement objective and a Learn more call to action
b. Sales objective and a Shop now call to action
c. Awareness objective and a Shop now call to action
d. Sales objective with a Watch video call to action
STUDY QUESTIONS 87
3. Your client is a grocery store specializing in organic and locally-sourced products.
They are planning to open three stores in a new market. Their goal is to show ads
to people who are most likely to remember them. Which campaign objective do
you recommend?
a. Awareness
b. Leads
c. Engagement
d. Traffic
4. Your image ad campaign isn't delivering the results you hoped for. A colleague in
the audience spots the ad and says a key text overlay is obscured by the call to
action. What might be the reason for this problem?
a. You can’t use text overlays in Meta ads.
b. You didn’t leave space at the top and bottom of your image.
c. You didn’t use a text overlay that has a modern, clean font in a large enough
type size.
d. You should use a poll and stickers next time.
STUDY QUESTIONS 88
5. Why is it recommended that you use vertical aspect ratios for mobile video ads in
Feed?
a. This is the only format you can use for feed.
b. If you don’t, your ad will be rejected due to Meta Advertising Standards.
c. Most people hold their phone vertically.
d. It aligns with the Instagram aesthetic.
6. A real estate agent wants to collect the contact information of people interested
in buying a house. Given the scenario, which campaign objective would you
recommend?
a. Leads
b. Engagement
c. Sales
d. App promotion
STUDY QUESTIONS 89
7. Your client, a beauty retailer, has traditionally focused their ad campaigns on
increasing traffic to their website and encouraging people to shop online. They
launched a mobile app two days ago, and there have been less than 100 installs.
They want to transition their current customer base from shopping on their
website to the new mobile app. They have a 15-second video that promotes the
new app. Which audience should the team target ads to in order to increase app
installs?
a. A lookalike audience of current customers who visited the website in the

past 30 days with the app promotion objective.
b. A broad audience paired with the app promotion objective.
c. A custom audience based on website activity of people who currently shop

online with the app promotion objective.
d. A narrow audience of people interested in fashion, beauty and cosmetics

with the app promotion objective.
8. Which resource can you use to mock up, preview and test Facebook and Instagram
creative?
a. Meta Creative Hub
b. Advertiser controls
c. Facebook SDK
d. Meta Ads Reporting
STUDY QUESTIONS 90
9. A video game company wants to increase downloads of its newest app. They have
a 15-second video ad that shows exciting gameplay sequences, and they are using
an Install now call to action. Which of the following Meta Ads Reporting metrics
best aligns to their campaign goals and ad creative?
a. Estimated ad recall lift
b. Thruplay and 2-second continuous video plays
c. App installs and value
d. Conversions, value and standard events
10. A consumer packaged goods brand wants to increase their lemonade sales. They
used Meta Business Suite to research audience insights and found that 75% of
the people that follow their brand on Facebook and Instagram are women ages
35-44. What recommendation would you make to reach the best audience to
increase lemonade sales?
a. People ages 35–44 with an interest in lemonade
b. Men ages 18–46 with an interest in beverages
c. Women ages 34–44
d. A broad audience and Advantage detailed targeting
STUDY QUESTIONS 91
11. A beauty and personal care brand wants to launch a campaign to increase
awareness of its new line of anti-aging moisturizers. Their goal is to tell a story
with multiple photos of the product. Their intended audience is in an emerging
market where people may have slower internet connections. Which creative
format meets this goal?
a. Slideshow
b. Carousel
c. Video
d. Collection
12. Your client is confident in its local audience. However, they don’t know who to
direct their ads to in the new market they are expanding into. Given the scenario,
which targeting option might you recommend?
a. Custom audiences
b. Lookalike audiences
c. Age targeting
d. Narrow targeting
STUDY QUESTIONS 92
13. Your client doesn’t think that shorter videos work better on mobile. They want to
run their full-length ad, because they’re so proud of it and believe it will be
effective. Given the scenario, what can you do?
a. Run an A/B test to compare an edited video and the original video.
b. Run an edited video for a week, then the original for a week and compare
metrics.
c. Run an edited video and see how it compares to previous campaigns.
d. Run a campaign budget optimization test.
14. Your client is a car rental agency that caters to tourists in popular vacation cities.
They want to run an ad campaign using Advantage+ placements. They have
produced a 15-second video with inspiring narration and music over clips of
couples, families and individuals driving cars and visiting famous scenic
landmarks. The video ends with the company’s logo. What creative
recommendations would you make to improve the ad’s effectiveness?
Choose 3 answers.
a. Show the company brand logo at the start and at end of the video.
b. Use text overlays and add captions to convey the message visually, even
when the sound is turned off.
c. Crop the video to a 1:1 aspect ratio.
d. Add a Book now call to action button.
e. Add a poll.
STUDY QUESTIONS 93
15. Your client is a beauty and personal care brand. They want to see if adding Reels
ads to their usual video campaigns will lead to an increase in online sales. For their
first Reels ad, they partner with a popular creator on Instagram known for her
entertaining hair and makeup tutorials. Which of the following would you
recommend to help the client determine if adding Reels to their current
advertising strategy is effective in increasing sales?
a. Compare video ThruPlay statistics.
b. Compare link clicks from the Meta Pixel and Facebook SDK.
c. Open Ads Manager and view the estimated ad recall lift.
d. Conduct an A/B test to compare conversion lift between a usual campaign

and the new campaign with Reels ads.
16. Your ecommerce client wants to show people who browsed products on their
website ads showcasing the product images they looked at. Given the scenario,
which type of ad might you recommend?
a. Advantage+ catalog ads
b. Stories ads
c. Single video ads
d. Instant Experience ads
STUDY QUESTIONS 94
17. Your company wants to run Stories ads, but they don’t have the budget to
produce new custom vertical video ads. Given the scenario, what might you do?
a. Don’t advertise on Stories, because original content should always be made

for each placement.
b. Add as many stickers and emojis as you can to create the illusion of an
organic story.
c. Use hashtags in your copy to create the illusion of an organic story.
d. Try Stories templates in Ads Manager, which can transform still images into
vertical animations.
18. Your client’s goal is to increase conversions of people who abandoned their carts
during the checkout process. They also want to use the information from signals
to help them reach the best audience. Given the scenario, what might you
suggest?
a. Deliver ads to a custom audience of people who visited the website in the
last 30 days.
b. Deliver ads to a custom audience of people who made purchases off of the
website in the last 30 days.
c. Deliver ads to a custom audience of people who start the checkout process
but don't complete the purchase.
d. Deliver ads to a lookalike audience of people who are interested in the

product.
STUDY QUESTIONS 95
Answer key
Question Correct
Explanation
number answer
1 b Mobile audiences are more likely to watch to the end of a video ad

that is less than 15 seconds long. Advantage+ placements will
automatically place the video across Reels, Feeds, Stories and
Audience Network where it’s likely to perform best.
2 b Since the company’s goal is conversion-based, the Sales objective

and Shop now call to action are the best options for this ad creative.
3 a With an awareness campaign, you can show ads to people who are
most likely to remember them. You can use this objective if your
business is brand new, has undergone a name change or you want
more potential customers to get to know you. The awareness
objective gives you the estimated ad recall lift metric, which shows
an estimated number of people likely to remember your ad when
asked within two days of seeing it.
4 b For ads in Stories and Reels, try to leave safe zones – space at the
top and bottom of the ad – free from text, logos and other key
creative elements to avoid covering them with the profile icon or call
to action. Tools to help you leave safe zones are available. For
example, a yellow area will appear if you try to drag your overlay into
a safe zone.
5 c You can use a range of aspect ratios for mobile feed placements.
However, Meta advises covering as much of the mobile screen as
possible to engage people on their phones by choosing the 4:5
aspect ratio for feed video ads.
ANSWER KEY 97
Question Correct
Explanation
number answer
6 a Lead ads can be effective for expensive or complex purchases like

houses, which require much thought and support from sales people.
Lead ads enable you to collect information from potential
customers. The information you can collect includes, but isn't limited
to, names, email addresses and phone numbers. In addition, you can
ask people custom questions to learn helpful information.
7 c The best targeting strategy is to use a custom audience based on

website activity of people who currently shop online paired with the
app promotion campaign objective.
8 a Meta Creative Hub is a set of features that enable you to create and
share mockups of ads on Facebook and Instagram.
9 c App installs and value are examples of metrics that align to the
consideration stage of the customer journey. In this example, the
game company should run an app promotion campaign to increase
installs of their new app.
10 d Adding audience restrictions, such as demographics and interests,

can limit the ability of machine learning to find the best customers to
take the desired action. Typically, it’s best to use as broad of an
audience as the budget allows. Advantage detailed targeting enables
you to reach people beyond your detailed targeting selections when
it's likely to improve performance.
ANSWER KEY 98
Question Correct
Explanation
number answer
11 a Slideshow ads enable you to produce an ad using static images that

play like a video. You can combine multiple images, videos, text and
sound to tell a story. Slideshow ads use less data than videos. You
can use a slideshow version of your video ads in markets where
people have slower connections and older devices.
12 b A lookalike audience is a way to reach new people who are likely to

be interested in your business because they're similar to your best
existing customers. It's a useful tool if you're expanding into a new
market where you might not have existing customers or knowledge
about the local demographic.
13 a An A/B test is a way to compare creative concepts because it

removes other variables, like time of year, which can affect ad
effectiveness.
14 a, b and d 15 seconds is an ideal length for the video. However, it’s best to start
and end with the brand. Also, narration and music are helpful in
delivering an engaging video ad, but adding some text overlays and
captions will enable the video to work even if sound is off. A Book
now call to action is a way for the client to increase rental
reservations.
15 d Setting up an A/B test to compare the impact of adding reels on top

of their usual campaign strategy is the best way to determine the
effectiveness. Since the client’s goal is to increase sales, they can
use the A/B test to see which placements generate the most
conversions
ANSWER KEY 99
Question Correct
Explanation
number answer
16 a Advantage+ catalog ads automatically promote your inventory to

people who have expressed interest on your website, in your app or
elsewhere on the internet. Advantage+ catalog ads look exactly like
other single image ads, carousel ads or collection ads on Facebook,
Instagram and Audience Network. However, instead of individually
creating an ad for every item you promote, you create an ad
template that automatically uses images and details from your
catalog for items you'd like to advertise.
17 d Even the biggest businesses can’t always afford to make custom

content for every ad placement. Based on evidence from successful
campaigns, Meta recommends editing existing creative for Stories.
You can do this using simple animation apps to edit together images
and videos, or by using Stories templates.
18 c You should recommend delivering ads to a custom audience of

people who start the checkout process but don't complete the
purchase.
© 2023 Meta Platforms, Inc. All Rights Reserved.
May not be copied or reproduced without prior permission from Meta.
ANSWER KEY 100

Glossary
Acronym Term Definition
A/B test A test that enables you to conduct a controlled experiment

comparing multiple ad sets to see which performs the best.
accelerated A delivery method that shows the ad to as many people as

delivery possible in a short period of time.
ad An item of promotional content.
ad auction A component of ad delivery through which you declare the

maximum price you're willing to pay for a click, impression or
conversion.
ad delivery This determines what outcome you are trying to accomplish

optimization based on the objective, optimization and any other offsite
signal provided in ad setup.
ad format The layout of an ad that determines how the ad will look and
how many images or videos it will contain.
ad level (Meta Ads In Ads Manager, the ad level is the stage of campaign creation
Manager) where you build individual ads.
ad set A group of ads that share the same daily or lifetime budget,
schedule, bid type, bid information and targeting information.
ad set level (Meta In Ads Manager, the ad set level is the stage of campaign
Ads Manager) creation where you build groups of ads.
ad quality A calculated value determined by your ad quality along with

how relevant your ad is to the chosen individual.
admin (Meta In Business Manager, an admin is a person who has access to

Business Manager) run or control all components of your Business Account,
including modifying or deleting the accounts and adding or
removing people.
ad relevance A Facebook ads reporting tool that dynamically calculates the

diagnostics incoming positive and negative feedback from reader
interaction with ads.
Ads Manager An interface where you can view, make changes and access
performance reports for all your campaigns, ad sets and ads.
GLOSSARY 102
ads report A report created and managed in Ads Manager that indicates
the performance of a set of ads.
Advantage+ An ad type that can show a number of different products to an

catalog ad audience and choose the most relevant product to show to
each individual in the audience.
Advantage+ An ad type that you can use to help expand your audience
catalog ads for rather than target ads to people who’ve already visited,
broad audiences browsed or purchased items on your website.
Advantage+ The name of a product in Ads Manager that contains both

creative individual and bundled creative automation features designed
to optimize ad creative and increase performance.
Advantage+ An option in Ads Manager that shows an ad on the widest

placements range of available placements across Meta technologies.
advertiser bid The amount you bid in an ad auction.
advertiser controls A component of ad delivery that enables you to adjust inputs

to improve your ad performance.
API integration A direct integration from your customer system to Meta for
real-time coverage of your offline business activity.
App Ads Helper A tool that provides analytics on mobile app install ad
performance. Developers can test app events and deep links
to make sure ads are running properly
app event A logged action that people take on your app that is usually
used for capturing and measuring ad performance.
app promotion A campaign objective option in Ads Manager that is used if if

(campaign you want your ad to send people to your app store to
objective) download your app or take desired actions in your app.
API An interface that enables software components to

communicate with each other and share data.
asset Any account, tool, creative or data source owned by a

business and used to promote, advertise or measure their
business performance across Meta technologies.
GLOSSARY 103
asset A feature in ads manager that determines which assets are

customization delivered at the moment of delivery.
Attribution A measurement solution that enables you to see which

platform, channel, device, ads or content should be credited
with a conversion.
attribution model 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 setting The period of time during which conversions can be credited
to a particular ad.
auction An ad buying type wherein you decide that you would like to
(buying type) participate in an ad auction.
AN Audience Network A network of mobile app publishers who have been approved
to show ads across Meta technologies.
Audiences A default targeting option that enables you to target your ads
to people based on demographics, location, interests and
behaviors.
automatic events Applicable to the Facebook SDK and Meta Pixel data sources,
a feature that automatically accounts for events on your app
or website.
awareness A campaign objective option in Ads Manager that is used if

(campaign you want people to recall and recognize the brand after seeing
objective) your ad.
bid The price for the outcome you're optimizing for.
bid cap A bid strategy that lets you set a maximum bid to be used in
each auction.
bid control A maximum bid amount you provide to determine which

results to spend budget on.
bid pacing The part of pacing that adjusts your bid or which auctions to
enter based on how much budget and time you have left for
your ad set.
GLOSSARY 104
bid strategy In Meta Ads Manager and Ads Reporting, a setting you select
that helps determine how to spend your budget in alignment
with your campaign goals.
brand lift Also known as brand affinity, a metric that gives you insight
into brand awareness and how people feel towards your brand.
broad targeting When the people whom you show your ads to is determined
for you.
budget The maximum amount you’re willing to spend on an ad set or

(Ads Manager) campaign on average each day or over the lifetime of the
scheduled ad set or campaign.
business ID A number that corresponds to Business Manager, usually used

(Business when you're sharing access to certain information such as
Manager) monthly invoices.
buying type The method by which you buy ads across Meta technologies.
CTA call to action An advertising method that encourages a direct response

from people by prompting a specific action.
campaign An ad or series of ads built around a single theme or set of

attributes and delivered by an ad platform to a specific
audience.
Advantage A setting in Ads Manager that distributes your spend across

campaign budget the ad sets in your campaign to get the best overall
(Ads Manager) performance.
campaign level The stage of campaign creation in Ads Manager where you
(Ads Manager) build an ad or series of ads around a single theme or set of
characteristics.
campaign objective The goal you select that reflects what they want to achieve
with a campaign.
carousel Ad content that displays multiple images or videos that scroll

(ad format) from left to right.
GLOSSARY 105
catalog A business asset used for storing and managing inventory

businesses want to advertise or otherwise promote across
Meta technologies.
click A metric for the number of times an asset has been clicked.
CTR clickthrough rate The number of times something is clicked, divided by the
number of times it has been displayed.
collection An assembly or grouping of promotional items that may be

(ad format) systematically ordered.
content ID One of the pre-defined parameters included as part of App

(parameter) Events in the Facebook SDK that a developer can implement
to measure the ID for content involved with a particular app
event.
content type One of the pre-defined parameters included as part of App

(parameter) Events in the Facebook SDK that a developer can implement
to measure the kind of content involved with a given app
event.
contents A parameter included alongside events to measure additional

(parameter) information about the product or service people engage with
on your app or website.
control group The unexposed group of people in a study for which no factors
of the test are influenced. It's used as a benchmark to measure
the effect of the test.
Conversion Lift An experiment that uses randomized control trials (RCTs) to

measure the number of incremental conversions that happen
as a result of ads across Meta technologies.
conversion path The sequence of touchpoints that lead to a single conversion.
conversion window This enables you to choose what type of conversion

information is used when determining who your ads are shown
to.
Conversions API An API that enables developers to send website event data to
Meta directly from a server, as opposed to sending the data
via the Meta Pixel (which uses a website browser to send
data). This data is then connected to a pixel ID and can be used
for various ads purposes, from measurement to optimization.
GLOSSARY 106
cost per result The cost to you each time an action is taken because of
your ad.
cost per result goal A bid strategy that enables you to provide a benchmark cost
for the results you care about. This limits your cost per
conversion while maximizing the number of conversions. The
goal amount you provide is an average amount that’s delivered
against over the campaign lifetime, while dynamically bidding
as high as needed to maximize results. This means that the
average cost per result may exceed the set amount.
CPC cost per click The cost to you each time someone clicks your ad.
CPI cost per impression The cost to you each time someone views your ad.
CPM cost per thousand The average cost you've paid for 1,000 impressions of your ad,
impressions or the average revenue you've received for 1,000 impressions
of an ad on your apps or websites.
creative fatigue When your ad performance is impacted by overexposure.
Meta Creative Hub A set of features that enables you to create and share
mockups of ads on Facebook and Instagram, and also to view
a gallery of featured ads that provide creative inspiration for
people who design ads.
Custom audience An audience created by finding your existing audience among

people who are using Meta technologies.
custom conversion A measurement object that is created by applying rules to

existing events, used to capture unique ad outcomes.
custom event A logged action specified by you based on a specific action

you want people to take on your website, app or offline.
CRM customer A software tool that enables businesses to manage contact

relationship information and interactions through the customer life cycle.
management
data source A tool, connection, piece of code or other object that collects
information, such as the Conversions API, Meta Pixel,
Facebook SDK and offline conversions. The information can
be used for measurement and analysis.
GLOSSARY 107
dayparting An ad delivery option that enables you to specify which hours

or days of the week you want your ads to be shown. Also
known as scheduled ad delivery.
deep linking A feature that enables you to launch people from a source app
into a different target app.
deferred deep A feature, when using the app promotion objective, that
linking directs your ad to send people to the app store to install your
app. Once installed, they will be sent to the specific
destination.
direct response Advertising that is intended to generate an immediate action

(usually associated with ecommerce activities) such as
sign-up, purchase of a product or mobile app install.
dynamic creative A process where you provide multiple creative assets for ads
and it’s automatically matched to an audience.
dynamic language A feature that enables you to create multiple ad sets for each
optimization language and apply separate language targeting if you're
advertising in multiple markets or one market with various
languages.
employee In Business Manager, a person who has partial access to the

(Business Business Account and can work only on tools and business
Manager) assets assigned to them.
engagement A campaign objective option in Ads Manager that is used if

(campaign you want to send people to like your page, engage with your
objective) business online or take actions such as starting a conversation
or respond to your event.
Engagement A group of people likely to engage with your ad based on the

custom audience people who have previously engaged with your content across
Meta technologies.
estimated action A calculated value determined by how likely it is that your ad

rates will lead to your desired outcome after it's shown to a person.
event A logged action that people take on your website, app or

offline, usually used for capturing and measuring ad
performance.
Facebook SDK A piece of code installed on your app that captures

app events.
GLOSSARY 108
Facebook Stories Facebook Stories and Instagram Stories enable people to post
and Instagram casual photos and videos that are stitched together into one
Stories unit of content that is available for 24 hours.
feed A stream of posts or updates in a social media service.
finance analyst A profile type within Business Manager that permits access
(Business to view financial details of the business, including transitions,
Manager) invoices, account spend and payment methods.
finance editor A profile type within Business Manager that permits access to
(Business edit financial details of the business, including business credit
Manager) card information, transactions, invoices, account spend and
payment methods.
GRP Gross Rating Point A unit of measurement of audience size for TV

advertisements, according to Nielsen. It is used to measure
the exposure to one or more programs or commercials,
without regard to multiple exposures of the same advertising
to individuals.
highest value A spend-based bid strategy that prioritizes spending your

budget and focusing on highest value purchases.
inbox In Meta Business Suite, a product used for sending and

receiving messages, and setting up messaging features such
as automated responses, saved replies, and chat plugin.
Instant Articles A feature that provides rich format, interactive articles that
you can create and publish on Facebook.
Instant Experience An interstitial landing page that loads instantly when someone
taps on an ad on Facebook or Instagram. These ads are only
supported on mobile placements and devices.
in–stream videos A feature that enables you to place ads before, during or after
video content.
international Also known as multicountry lookalike audiences, a lookalike

lookalike audiences audience that spans beyond the borders of a single county.
lead A connection to a customer via a personal identifier, such as

email, phone, address that enables you to contact potential
customers with future advertising or communications.
GLOSSARY 109
lead ad An ad unit with a contact form that enables people to submit

personal information to your business.
leads (campaign A campaign objective option in Ads Manager that is used if

objective) you want to collect leads for your business.
learning phase A period of time in Ads Manager where information is being

collected to optimize ad delivery. This term refers to machine
learning, not your learning.
LTV lifetime value The measure of the total value (such as total purchases)
attributed to a group of customers using a third-party
developer app.
lookalike audience A group of people who are similar to an existing audience

based on different types of custom audiences. This enables
you to target ads to people who are similar to their established
customers.
machine learning A discipline that uses science, information and computer code
to automatically predict certain outcomes based on
discovered patterns not explicitly programmed.
Marketplace A dedicated surface on Facebook for people to buy and sell

with other people.
media mix The methods and channels you use to meet your advertising
goals.
messaging A communication method through written text used on

WhatsApp and Messenger.
Messenger A messaging app.
manual placements An option in Ads Manager that lets you choose the specific
locations across Meta technologies, where you want your ads
to appear.
Meta Advertising The set of guidelines that you have to follow for your ad to be
Standards approved for publication across Meta technologies.
Meta Ads Manager An interface where you can view, make changes and access
performance reports for all your campaigns, ad sets and ads.
GLOSSARY 110
Meta Business A tool that enables multiple people to access and manage
Manager Pages, ad accounts and apps using their Facebook login
credentials, while keeping their personal profile and business
assets separate.
Meta Business A third-party partner recognized for its ability to help

Partner businesses grow and build across Meta technologies. Meta
Business Partners are vetted and badged if they meet the
criteria for one or more specialties such as creative,
advertising technology, messaging and commerce.
Meta Events A tool that you can use to set up and manage data sources to
Manager manage and optimize your ads for specific events. This is
accessible from Ads Manager.
Meta Pixel A piece of code installed on your website that captures

website events.
Meta Pixel Helper A troubleshooting tool that helps you to determine if your
Meta Pixel is working correctly.
multi-cell A study with multiple test groups, where group A is shown one
ad, group B is shown a different ad and group C is shown no
ad. This is also known as ABC testing.
multi-touch A rule-based attribution model that enables you to credit

attribution model multiple touchpoints in the customer journey.
offline conversions A metric that enables you to measure how much your ads
across Meta technologies lead to offline outcomes, such as
purchases in your stores, phone orders and bookings.
offline event An ads-related action or activity that happens offline and

outside of Meta technologies and not on your website or app.
Offline events may include store visits, leads, sales calls,
in-store purchases and activity on third-party sites.
offline event set A collection of data files, also known as a dataset, that
contains data about offline events for a business. You can
create an offline event set in the offline event manager (in
Meta Ads Manager) and then can import data into that offline
event set.
GLOSSARY 111
parameter A modifier or custom value assigned to an event for the

purpose of adding contextual information for measurement.
Parameters are applied to events and are either pre-defined
parameters applied to predefined events (by Meta) or custom
parameters applied to custom events (defined by the user and
implemented in their code).
partner (Business Another business you work with in Business Manager, such as
Manager) agencies or clients. This enables you to share your assets with
them and enables them to share assets with you.
people-based The act of using real people, instead of cookies or proxy

measurement metrics alone, to measure the effectiveness of your ad.
placement A location where you can display an ad on a website or app,

such as Feed, Instagram Stories or Messenger.
playable ad A video ad that lets people preview or play an interactive

demo of a mobile app, product or brand.
POS point of sale The moment when a retail transaction is completed.
product A parameter captured alongside events to pass additional

catalog IDs information about the inventory people engage with on your
app or website.
proxy metrics An approximate measure of information used when direct,

concrete information is unavailable.
reach and An ad buying type that enables you to reach an established

frequency number of people within an audience at a specific frequency
(buying type) and fixed price.
retargeting An advertising approach to reengage people you've previously

seen or engaged, or people who have taken action on your
website, app or offline.
ROI return on An economic indicator that is used to evaluate the

investment effectiveness of an investment. It is calculated as the ratio of
the amount gained or lost relative to the amount invested.
rule-based A tool that enables you to select the rule that determines how
attribution model conversions should be attributed to different touchpoints in
the conversion path.
scheduled delivery See the definition of dayparting.
GLOSSARY 112
single-cell A study with one test group, where group A is shown the ad
but group B isn't shown the ad.
single-touch A rule-based attribution model that enables you to credit only

attribution model one touchpoint in the customer journey.
slideshow A type of video that's created using still images or videos

(ad format) and may contain a music soundtrack.
sponsored An ad type on Messenger. The sponsored message ad unit

message enables you to send a message to people in Messenger who
have an existing Messenger conversation
with your business.
standard delivery An ad delivery option that helps you to spend your budget
evenly over the course of your campaigns.
standard event A logged action that is pre-defined.
statistical A tool that enables you to consider historical information to

attribution model determine how conversions should be attributed.
sales (campaign A campaign objective option in Ads Manager that is used if

objective) you want to find people likely to make a purchase or take other
important actions online or in store.
success metrics The measurements you use to determine the success of your
campaign.
suggested videos A feature that makes video suggestions to people while on

Facebook.
TRP target rating point An ad buying type that enables you to plan and buy video
(buying type) campaigns using Nielsen-verified target rating points (TRPs)
on Facebook and Instagram.
targeting The process of defining an audience for your ads.
Test and Learn A tool in Ads Manager that helps you run tests on your ads
and learn about their results.
test group The exposed group of people in a study for which factors
of the test are influenced.
third-party A company, outside of Meta, that develops its own

tracking customized tracking tools that can be used with the Meta
Pixel.
GLOSSARY 113
traffic (campaign A campaign objective option in Ads Manager that is used if

objective) you want to send people to a destination such as your website,
app or shop.
value (parameter) A parameter included alongside events to measure additional

information about the price value of inventory people engage
with on your app or website.
value-based The group of people most similar to your highest-value

lookalike audience customers.
VCK Video Creation Kit A product in Ads Manager that helps you create videos with
their images, including elements like customization with video
template styles, and control over logo images, text and
background images.
view The act of watching a video, usually for a specific duration

of time.
GLOSSARY 114

Creative Strategy Study Guide - Oct 2023

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Creative Strategy

OCTOBER 2023 VERSION

Creative marketing fundamentals 04

Creative best practices 35

Meta Advertising Standards 52

Optimization for ad delivery 62

Campaign data sources 66

Evaluation and measurement 70

Certification is the highest level of accreditation that

Help advance your resume, credibility and career.

Find answers to frequently asked questions and learn more

Using Meta technologies strategically for your

As an advertiser, you have the opportunity to connect

Audience Network is a network of thousands of apps beyond Facebook and

CREATIVE MARKETING FUNDAMENTALS 5

CREATIVE MARKETING FUNDAMENTALS 6

86% 3 of 4 Nearly half 2 of 3

of people surveyed of people surveyed of people surveyed of people surveyed

Learn more about ads on Reels.

CREATIVE MARKETING FUNDAMENTALS 7

Writing a creative brief is the first step in defining your

Every brief is unique to your brand and objectives.

● Business objective: Write a precise, measurable

● Campaign objective: Choose one of the six

● Audience: Use audience insights to help

● Measurement strategy: Choose metrics that

● Deliverables: Develop an idea that can be applied

CREATIVE MARKETING FUNDAMENTALS 8

Buying type Objective

Determine if you want people to remember your brand, view your

How will you know if your

Awareness Generate interest in your product or service, and

Encourage people to think about and get more

Conversion Inspire people already interested in your business to buy

Awareness Consideration Conversion

Awareness Traffic Sales

Objective Business goal Example Notes

Send people to a You can use this Depending on the

Interest-based Custom Lookalike

These detailed targeting options may be based on:

● Ads they tap or click.

Generate custom audiences with your sources.

Type of custom audience Data source

Customer list custom audience Customer files

Generate custom audiences with customer files.

Pll data Column Custom audience

Personally identifiable information needs to be hashed before API transfer.

Generate custom audiences with the Meta Pixel.

Learn more about creating custom audiences with website events.

The minimum size for a custom audience, or to build a lookalike audience, is

Learn more about creating custom audiences with SDK.

Video Lead form Fullscreen Facebook Instagram Event

Learn more about creating custom audiences with engagement data.

Most similar Least similar

Value-based lookalike audiences

Learn more about creating value-based lookalike audiences.

First, you need to choose a source audience: