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Meta Certificate​
Created on February 22

Media Buying​
https://developers.facebook.com/docs/marketing-api/conversions-api/guides/end-to-end-
implementation/​

1.​

2.​

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3.​

Question 1 of 20​
• An advertiser has heard the Media Buyer's pitch on Conversions API and is willing to give it a
chance, but they want to know the best way to get started. They don’t have large developer

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support or a budget to support a new integration, but they do currently work with a partner that
houses all of their customer data for them.​

Which integration option would the Media Buyer recommend? ​

◦ Direct Integration​

◦ Integration with Meta Business Partners (MBP)​

◦ Partner Solutions Integration​

◦ Browser Integration​

Question 2 of 20​
• A company has recently started using the Conversions API Gateway (CAPI-G) to track and
optimize ad performance. They want to ensure that they have a good understanding of the best
practices and strategies for using the CAPI-G effectively.​

Which of the following strategies can help improve the performance of their CAPI-G
implementation? ​

◦ Use a single event for all conversions.​

◦ Implement the CAPI-G only for certain advertising platforms.​

◦ Ignore event match quality rating as it has no impact on ad performance.​

◦ Set up server-to-server tracking for all conversion events.​

https://www.facebook.com/business/help/308855623839366?id=818859032317965​

Question 3 of 20​
• A company wants to troubleshoot connectivity issues with the Conversions API Gateway (CAPI-G)
instance.​

What two steps can they take to do so? (Choose 2)​

◦ Check the security settings of their instance to ensure that ports 80 and 443 are open.​

◦ Reboot the CAPI-G instance and try accessing it again.​

◦ Verify that the CAPI-G's public cloud DNS/static IP is correctly configured.​

◦ Contact the CAPI-G support team for assistance with unreachable instances.​

https://www.facebookblueprint.com/uploads/resource_courses/targets/852419/original/index.html?
_courseId=556555#/​
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Question 4 of 20​
• An advertiser doesn’t understand why they should implement Conversions API if they already
utilize the Meta Pixel. The Media Buyer explains that it’s designed to be less susceptible to issues
such as browser crashes or connectivity issues.​

Which benefit of Conversions API is the Media Buyer describing? ​

◦ Discrete data control​

◦ Loss of cookie support​

◦ Reliable data sharing​

◦ Full-funnel visibility​

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Question 5 of 20​
• An advertiser is hesitant to make changes to their business practices and data sources on Meta, as
they don’t understand the potential implications of continuing to rely on cookies alone.​

What is the potential impact if they make no changes to their business practices? ​

◦ Decreased audience sizes, increased CPAs​

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◦ Increased audience sizes, increased CPAs​

◦ Decreased audience sizes, decreased CPAs​

◦ Increased audience sizes, decreased CPAs​

Question 6 of 20​
• An advertiser is excited to begin implementing Advantage+ Catalog Ads into their advertising
strategy for their online shop. However, they are stuck on how to get started.​

What is the first step they should take to set up Advantage+ Catalog Ads? ​

◦ Choose their targeting options​

◦ Upload their online catalog to Meta Business Manager​

◦ Select their ad creative format​

◦ Place the Facebook SDK on their website​

Question 7 of 20​
• An advertiser has just integrated Conversion API and is now determining which events to send
through the Pixel and which events to send through the API.​

The Media Buyer explains that sending all events through both the Pixel and Conversions API is
what is recommended.​

Which implementation setup are they describing? ​

◦ Redundant setup​

◦ Server-only implementation​

◦ Split setup​

◦ Browser-only implementation​

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Question 8 of 20​
• How can you verify if data was successfully sent in the Conversions API Gateway using the
provided ConversionsApiGatewayInstanceURL? ​

◦ Log in to the Conversions API Gateway interface using your username and password.​

◦ Wait for browser and server events to appear within a few minutes after sending the data.​

◦ Check the Outputs tab in the Conversions API Gateway interface for a confirmation message.​

◦ Contact the Conversions API Gateway support team and provide them with the
ConversionsApiGatewayInstanceURL for verification.​

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Question 9 of 20​
• An agency has recently implemented the Conversions API Gateway (CAPI-G) and wants to
understand the capabilities it offers for managing multiple businesses and providing value to their
clients.​

How does the CAPI-G enable agencies to manage multiple businesses and provide additional value
to their clients?​

◦ Agencies can set up separate CAPI-G configurations for each client's account.​

◦ The CAPI-G allows agencies to share data sources across multiple businesses for streamlined
tracking.​

◦ Agencies can directly access and manage their clients' CAPI-G configurations from a single
dashboard.​

◦ The CAPI-G allows agencies to invite and onboard other businesses, providing them with pre-
configured setups and independent access.​

https://www.facebook.com/business/help/746511563926080?id=818859032317965​

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Question 10 of 20​
• An advertiser for a gaming app wants to make sure that they are keeping up with the evolving ads
ecosystem and respecting the privacy of their audience. They want to reduce their reliance on
cookies and implement a server-to-server integration for their app to share information with Meta.​

Which tool should the advertiser use? ​

◦ Conversions API​

◦ Facebook SDK​

◦ App Events API​

◦ Mobile Measurement Partners​

Question 11 of 20​
• A corporation is considering implementing the Conversions API Gateway (CAPI-G) to streamline
tracking and manage multiple accounts efficiently. However, they want to clarify the capabilities of
the CAPI-G regarding pixels and business identities.​

How does the CAPI-G handle pixels and business identities when serving multiple accounts? ​

◦ The CAPI-G assigns a separate pixel for each business identity, ensuring data separation and
accuracy.​

◦ Multiple business identities can share a single pixel within the CAPI-G, simplifying setup and
maintenance.​

◦ Each account within the CAPI-G can have multiple pixels associated with multiple business
identities.​

◦ The CAPI-G does not support multiple pixels or business identities within a single account.​

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Question 12 of 20​
• An advertiser wants to use Meta technologies advertising to guide their customers down the
purchase funnel. They want an efficient way to send product information to potential customers
on the platform.​

Which tool should they use to help achieve their business goals?​

◦ Advantage+ Shopping Campaigns​

◦ Conversions API​

◦ Dynamic Creative​

◦ Lead Ads​

Question 13 of 20​
• A company wants to test whether their data was successfully sent in the Conversions API Gateway
(CAPI-G).​

How should they do this? ​

◦ Access the CAPI-G interface using the provided ConversionsApiGatewayInstanceURL and log in.​

◦ Wait for browser and server events to appear within a few minutes after sending the data.​

◦ Check the Outputs tab in the CAPI-G interface for a confirmation message.​

◦ Contact the CAPI-G support team to verify the data transmission.​

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Question 14 of 20​
• An advertiser is changing their digital advertising strategy. They want their ads to be personalized
to their audience and delivered to the right person at the right stage of their journey.​

Which solution should the advertiser use to help achieve their goal? ​

◦ Instant Experience​

◦ Advantage+ Catalog Ads​

◦ Stories​

◦ Advantage+ Shopping Campaigns​

Question 15 of 20​
• A business owner wants to know the requirements for setting up the Conversions API Gateway
(CAPI-G) and the supported cloud provider options.​

Which of the following statements accurately describes the requirements and supported cloud
provider options for implementing the CAPI-G? ​

◦ The CAPI-G requires a Meta third-party managed cloud provider account for automatic
infrastructure deployment.​

◦ The CAPI-G supports multiple cloud provider options, including Amazon Web Services (AWS)
and Google Cloud Platform (GCP).​

◦ The CAPI-G can be set up without the need for a third-party managed cloud provider account.​

◦ The current version of the CAPI-G only supports Amazon Web Services (AWS) accounts.​

Question 16 of 20​
• A company wants to optimize the performance of their Conversions API Gateway (CAPI-G)
implementation.​

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What strategy should they use to achieve their goal? ​

◦ Increase the number of events tracked by the CAPI-G for comprehensive data analysis.​

◦ Regularly review and optimize their event match quality rating for better ad performance.​

◦ Disable advanced matching to simplify the CAPI-G setup and reduce data latency.​

◦ Implement the CAPI-G exclusively for remarketing campaigns to focus on high-intent

audiences.​

Question 17 of 20​
• A company wants to address connectivity issues with the Conversions API Gateway (CAPI-G)
instance caused by an unreachable subdomain.​

What two things should they do? (Choose 2) ​

◦ Try accessing the CAPI-G UI again using the correct subdomain specified for the instance (e.g.,
https://<insert subdomain for Conversions API Gateway>).​

◦ Reconfigure the subdomain to ensure it is correctly set up for accessing the CAPI-G instance.​

◦ Contact the CAPI-G support team for assistance in resolving the unreachable subdomain issue.​

◦ Restart the CAPI-G instance to refresh attempt accessing it again.​

Question 18 of 20​
• An advertiser is currently using Advantage+ Catalog Ads and wants to leverage every feature that
could possibly boost performance for them. Specifically, they want their audience to know how
much their products cost or whether or not they’re on sale, just by looking at their ad.​

Which feature should this advertiser leverage? ​

◦ Product Tags​

◦ Dynamic Creative​

◦ Overlays​

◦ Categories​

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Question 19 of 20​
• You are a digital marketer responsible for optimizing the Conversions API Gateway for your e-
commerce website. You want to ensure that you are implementing the best practices to maximize
the performance and effectiveness of the Conversions API Gateway.​

What is a universally recommended practice to optimize the performance of the Conversions API
Gateway? ​

◦ Increasing the number of events tracked by the Conversions API Gateway for comprehensive
data analysis.​

◦ Regularly reviewing and optimizing your event match quality rating for better ad performance.​

◦ Disabling advanced matching to simplify the Conversions API Gateway setup and reduce data
latency.​

◦ Implementing the Conversions API Gateway exclusively for remarketing campaigns to focus on
high-intent audiences.​

Question 20 of 20​
• An advertiser for a clothing brand is working on a strategy that shows their ads when they are
most relevant to their audience. They want to increase repeat traffic to their online store, as well
as drive discovery for their new products.​

Which solution should the advertiser use?​

◦ Advantage+ Catalog Ads​

◦ Advantage+ Placements​

◦ Advantage+ App Ads​

◦ Advantage+ Campaign Budget​

Media Planning​

Review​
You have completed all questions!​

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You may go back, review your questions, and make any updates that you would like or submit below
to turn in the results.​

Question 1 of 20​
• An ecommerce clothing website with a dedicated in-house team wants to implement Conversions
API to capture purchases that didn’t take place on their website. Which Conversions API
implementation method should they use? 11079325​

◦ Direct Integration​

◦ Business Partner Integration​

◦ Partner Solution Integration​

◦ Integration is not possible​

Question 2 of 20​
• What are the principles of good measurement practices? 11079325​

◦ A focus on True Business Value, while accounting for privacy concerns​

◦ Gathering as much data as possible from people via mobile IDs​

◦ Focus on message resonance over online outcomes​

◦ Focus on Total outcomes instead of incrementally

Question 3 of 20​
• A company uses Meta Business Tools to share customer data, and they want to follow best
practices for privacy and data use.​

What are the steps they should take to ensure responsible data handling? 11079325​

◦ Share sensitive information with their analytics and advertising service providers​

◦ Share information with a third party before obtaining consents​

◦ Work with legal counsel to develop a data sharing compliance plan​

◦ Work with a representative from Meta to implement Meta Business Tools​

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Question 4 of 20​
• A client wants to know which Conversions API integration option is best for their business. They
want it to be free and take less than an hour to implement.​

What is the best option? 11079325​

◦ Commerce platforms​

◦ Other partners​

◦ Conversions API Gateway​

◦ Direct integration ​

Question 5 of 20​
• Fill in the blanks.​

People want ____ visibility into how businesses use their personal data and ____ control over how
businesses use their data. 11079325​

◦ More, greater​

◦ Less, less​

◦ Similar, greater​

◦ Greater, less​

Question 6 of 20​
• Which of the following is a common issue that stops people from completing a purchase?
11079325​

◦ Too many items to purchase online and in-store​

◦ Too many products in shopping history​

◦ Lengthy checkout process​

◦ Lengthy product descriptions​

Question 7 of 20​

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• A car manufacturer wants to safeguard their online customer lead generation data created by their
marketing efforts and measure customer acquisition and activity at their auto dealerships. They
already have the Meta Pixel implemented and are looking to implement Conversions API.​

Which method should they use? 11079325​

◦ Redundant Setup​

◦ Redundant Setup and Offline Customer Actions​

◦ Server Setup​

◦ Server Setup and Offline Customer Actions​

Question 8 of 20​
• What are the three stages of the consumer journey? 11079325​

◦ Discovery, Purchase, Post Purchase​

◦ Discovery, Consideration, Purchase​

◦ Awareness, Consideration, Purchase​

◦ Awareness, Purchase, Post Purchase​

Question 9 of 20​
• Which one of the following is an example of advertising friction during the discovery phase?
11079325​

◦ Complicated Augmented Reality ads ​

◦ Complicated product filter on the website​

◦ Using only feed and in-stream video placements​

◦ Using only a niche audience targeting​

Question 10 of 20​
• What can be helpful to a Media Planner to enable ad personalization for their clients while
respecting their customers’ privacy? 11079325​

◦ Provide increased transparency​

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◦ Rely on web browsers

◦ Employ behavioral advertising ​

◦ Focus on third-party cookies ​

Question 11 of 20​
• What are the benefits of using Conversions API? 11079325​

◦ Better control of shared data​

◦ More reliable data sharing​

◦ Full funnel visibility​

◦ All of the above​

Question 12 of 20​
• A company already has the Meta Pixel on their website and wants to implement the Conversions
API. Should they remove the Meta Pixel before implementing Conversions API? 11079325​

◦ Yes, because optimization from Meta Pixel events such conversions and value optimizations
would be inaccurate​

◦ Yes, because reporting from Meta Pixel events in Ads Manager would be counted twice​

◦ No, because Conversions API connects data directly from the server removing duplication​

◦ No, because a redundant setup should also be configured to deduplicate events.​

Question 13 of 20​
• Which two types of data should businesses choose when considering measurement methods?
(choose 2) 11079325​

◦ Reliance on aggregated data​

◦ Reliance on personal data​

◦ Data that allows for greater privacy​

◦ Data that relies on less privacy​

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Question 14 of 20​
• A client wants to boost the performance of their ad campaign in the way of increased online sales.​

What should they do? 11079325​

◦ Use the pixel​

◦ Use Conversions API ​

◦ Use the pixel and Conversions API together​

◦ Use the pixel first and then Conversions API ​

Question 15 of 20​
• What is the first step in selecting and creating an adaptable strategy? 11079325​

◦ Identify your business goals​

◦ Consider your requirements and constraints​

◦ Assess and adjust​

◦ Select and test your approach

Question 16 of 20​
• The General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA)
are both regulatory frameworks that aim to protect individuals’ privacy rights.​

What do they have in common? 11079325​

◦ They both regulate the handling of personal data​

◦ They both apply to people living in the United States​

◦ They both have the same scope and requirements​

◦ They were both were established in 2018 ​

Question 17 of 20​
• What are two best practice effective measurements? Choose two. 11079325​

◦ Plan for privacy​

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◦ Set it and forget it​

◦ Measure true value​

◦ Iterate and adapt​

Question 18 of 20​
• Which measurement technique is a cross-media tool that provides a relatively high level of
incrementality for Business outcomes? 11079325​

◦ Marketing Mix Modeling (MMM)​

◦ Multi-touch attribution​

◦ Total Sales​

◦ Brand Experiments​

Question 19 of 20​
• Which of the following is a common issue during the post purchase phase? 11079325​

◦ No customer loyalty program​

◦ Frequent customer communication​

◦ Ads that retarget customers​

◦ Multi-step checkout process​

Question 20 of 20​
• Which measurement method is the most incremental? 11079325​

◦ Randomized experiments​

◦ Non-incremental models​

◦ Uncalibrated incremental models​

◦ Calibrated incremental models​

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Incorrect Responses​

Question 1 of 20​
• What are the three stages of the consumer journey? 11079325​

◦ Discovery, Purchase, Post Purchase​

◦ Discovery, Consideration, Purchase​

◦ Awareness, Consideration, Purchase​

◦ Awareness, Purchase, Post Purchase​

Question 2 of 20​
• Which measurement method is the most incremental? 11079325​

◦ Randomized experiments​

◦ Non-incremental models​

◦ Uncalibrated incremental models​

◦ Calibrated incremental models​

Question 3 of 20​
• What can be helpful to a Media Planner to enable ad personalization for their clients while
respecting their customers’ privacy? 11079325​

◦ Provide increased transparency​

◦ Rely on web browsers

◦ Employ behavioral advertising ​

◦ Focus on third-party cookies ​

Question 4 of 20​
• A client wants to know which Conversions API integration option is best for their business. They
want it to be free and take less than an hour to implement.​

What is the best option? 11079325​

◦ Commerce platforms​

◦ Other partners​

◦ Conversions API Gateway​

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◦ Direct integration ​

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