Facebook Facebook Certified media buying professional 410-101 Exam Dumps: Updated Questions & Answers (May 2025)

Here is the list of events you should install on the website:

Purchase Event

Lead

View Content

AddToCart

The website has a three-step checkout-process:

People adding smartwatch to cart => Facebook pixel event "AddToCart."

People go to checkout page => Facebook pixel event "Lead."

People finalize purchase => Facebook pixel event "Purchase."

You also need to "ViewContent" event on the company's blog in order to better track interaction with specific blog content.

You've built audiences, but they are too small for the product launch. The only way to expand an audience is to take out segmentation variables. 

In this case, think of the variables that have less to do with the segment. This can be very tricky questions in the exams as sometimes it’s objective and with experience, you will see what interests work better than others. 

However, let's categorize the segmentation variables into the following groups:

Important variables: marathon and triathlon, mobile and operating system, and income.

Semi-important: Luxury travel.

Least-important: job, age of children in household.

Think about it; the smartwatch is a high-end gadget for hardcore sports fans. They also need to have a mobile phone due to the new mobile application for the smartwatch. So you definitely want to leave all of the variables in the "important" bucket.

Luxury travel could help you better segment high-end users, but it's not imperative. Job and age of children in household, in this case, are irrelevant.

You need at least 100 events or users who have made a specific action on your website for you to be able to build a similar audience. 

In this case, you still don't have enough events or users who have purchased on your website (72); so you are left with two options:

Build similar audiences based on people who have visited the main landing page of the product.

Build similar audiences based on people who have made specific actions events on your website: Add To Cart and Initiate Checkout as they both have more than 100 registered actions.

You don't necessarily want to start building an audience from all website visitors as this might be too broad. You want to build your audiences first based on the bottom of the funnel and then move up.

With Facebook Locations, you can connect and manage all of your franchise locations on Facebook.

This structure is often referred to as the parent-child relationship, where your main brand page is the parent, and individual locations are the children.

There are several advantages to this approach:

Brand consistency and control.

Increased visibility for individual locations.

Location finder.

Easier management of multiple pages.

Once you create a Facebook pixel, you can share it with other people in your business. You can give other people access to a Facebook pixel by adding them to either a specific ad account or by granting pixel access to individual people.

If someone is a part of your business, but doesn't have access to an ad account that's in your business, they'll no longer be able to access pixels associated with that ad account. You'll need to either add this person to your pixel, or add them to the ad account associated with the pixel you'd like them to be assigned to. If you want to view or edit a pixel, you'll need to be added to a pixel or a specific ad account by a Business Manager Admin. You can also request access to the ad account associated with a pixel.

There are currently only two roles within the pixel:

Pixel Editor: Pixel Editors can view information about a pixel and make changes to the pixel. Pixel Editors can also create audiences and conversion ads with the pixel.

Pixel Analyst: Pixel Analysts can only view information about a pixel. Pixel Analysts can't edit the pixel, create audiences or conversion ads with the pixel.

IMPORTANT: Even though Facebook uses "Pixel Editor" as a role in its website, within the tool you have two options to choose from:

Standard Access

Admin Access 

Every time you work with a new client, your best audiences will always be Custom Audiences and Lookalike Audiences. 

For physical locations, you want to re-market to existing customer databases.You want to use a custom audience of people who have already bought at the store to promote re-purchases.

You then want to use this database and use a similar/lookalike audience so that you can bring new potential customers over. Because you are using Facebook offline events, you can even segment people based on long-term value of sales.

The last audience you should be using is a saved/core audience, but you should always start with the other two first.

One of the most powerful tools to measure sales at retail stores is to use Facebook offline events. With Offline Conversion Tracking, you can track when transactions occur in a physical business location and other offline channel, after people see or engage with a Facebook ad. 

Use precise timestamps, including minutes and seconds to track multiple purchases.

Use actual transaction value to see the most accurate event values on a dashboard.

Use Order ID's or item number to include multiple items within a single transaction.

So the best strategy is to use offline events to better understand how Facebook marketing campaigns affect the retail stores.

Whenever you want to bring traffic to a physical location, you want to use In-Store Visit ads as you can set up different types of call to actions to give directions. 

Ad formats including image, video, and carousel can generate instant awareness of the nearest business location and provide information the customer needs to get there.

A native store locator is available for carousel.The store locator makes ads more useful for consumers by putting contact information and openings hours of nearby stores only one tap away.

You can also add map cards with your page location and use URL to send people to maps.

The number of days between the moment a person viewed or clicked your ad and then subsequently took action is called an attribution window.

Facebook reports ad actions based on views of your ad and clicks on your ad:

Clicks: A person clicked your ad and took action. This is called click-through attribution.

Views: A person saw your ad, didn't click it, but took action within the attribution window. This is called view-through attribution.

By default, your attribution window is set to 1-day view and 28-day click, which means you see actions that happened 1 day after someone viewed your ad and up to 28 days after someone clicked your ad.