A food delivery company launches a campaign to attract new subscribers. An advertiser creates two types of video ads: educational and promotional.
The educational video ads focus on increasing people's awareness of the brand. The video ads reach an audience of people, ages 18-50. Previous purchasers and active subscribers are excluded. The ads are also delivered to a Lookalike Audience based on current customers.
The promotional video ads include promotional codes that encourage new subscriptions and are delivered to people who engaged with the earlier ads. The advertiser launches the ads a few weeks before operating in new markets so the company can develop a pool of customers who are ready to receive the product when operations start.
Which metric should be the primary KPI to determine the causal effectiveness of the Facebook ad campaign?

• A. Number of total subscriptions
• B. Number of incremental subscriptions
• C. Brand favorability lift
• D. Brand awareness lift

An analyst has calculated an average lift from a random sample of 300 similarly sized campaigns. The analysis showed the following:
* Minimum lift is 98
* Maximum lift is 177
* 95% confidence interval for the average lift per campaign is (133, 145)
* Average p-value for each individual campaign's lift is p = 0.03
What should the analyst conclude about the distribution of lifts?

• A. There is 95% certainty that the true average lift of all campaigns is covered by the interval of (133, 145)
• B. 95% of the 300 campaigns had observed lift covered by the interval of (133, 145)
• C. There is 95% certainty that next campaign will have lift covered by the interval of (133, 145)
• D. There is 99% certainty that next campaign will have lift covered by the interval of (98, 177)

An advertiser wants to conduct a multi-cell Brand Lift test. The cells are designed to help the advertiser understand whether adding Instagram Stories as a placement impacts brand awareness. The test is designed with the following:
* Facebook Feed + Instagram Feed
* Instagram Stories + Facebook Feed + Instagram Feed
* Automatic Placements
What should the analyst recommend based on the test results?

• A. Continue with the placement strategy for the cell with the highest positive statistically significant awareness lift
• B. Continue with the placement strategy for all cells with positive statistically significant awareness lift
• C. Continue with the placement strategy for the cell with the highest positive awareness lift
• D. Continue with the placement strategy for all cells with positive awareness lift

A retail brand needs to increase purchases. The brand has video content that was designed for a cross-screen experience on TV and Facebook. The brand launches its campaign in 30-second and 60-second TV spots and then launches 6- and 15-second mobile-friendly videos with captions. The brand runs a Facebook multi-cell Conversion Lift test to compare the effectiveness of the two mobile videos:
* Cell A: 50% of campaign budget, optimized for purchase event, 6-second video
* Cell B: 50% of campaign budget, optimized for purchase event, 15-second video
At the end of the campaign, Cell A yields a 4-point lift with a p-value = 0.4. Cell B yields a 2.6-point lift with a p-value = 0.05
Which recommendation should be made to increase future purchases?

• A. Change the campaign objective to Catalog Sales
• B. Allocate more campaign budget toward the 15-second video
• C. Allocate more campaign budget toward the 6-second video
• D. Change the campaign objective to Video Views