Answers: Amazon marketing cloud certification assessment

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Which of the following business questions can be answered with an overlap analysis?

• What was the average impressions per day per campaign per unique user_id value?
• What are the top performing geographic regions for your campaign based on purchase rates?
• What is the impact of your Sponsored Products campaigns and Amazon DSP campaigns in isolation or in combination?

There is not a field for campaign ID in the sponsored_ads_traffic table, so the _____________ field can be used to filter to traffic events from the relevant sponsored ads campaigns.

• campaign
• supply_source
• sponsored_ads_traffic
• user_id

The __________ field functions as a grouping indicator for the impression and any associated clicks, view events, or conversion events.

• engagement_scope
• conversions
• purchases
• request_tag

Why is it considered a good best practice to exclude NULL user_id values from reach and frequency queries?

• Reach and frequency cannot be accurately determined for NULL user_id values, so this group is excluded to prevent NULL user_id values from skewing the results.
• Because NULL user_id values are deemed invalid traffic in post-impression server-side models.
• This would be redundant; records with NULL user_id values have been removed upstream of query processing anyway.

What is the max window over which AMC can accrue Amazon Ads events?

• AMC will accrue and retain up to 90 days of events
• AMC will accrue and retain up to 12.5 months of events
• AMC will accrue and retain events in perpetuity
• AMC will accrue and retain up to 1 month of events

To minimize the number of values rendered NULL due to aggregation thresholds, you can:

• Reduce the time window of the query
• Broaden any filtering that may be in place on the query
• Look at certain dimensions in combination rather than in isolation
• Use more granular dimensions in your final GROUP BY statement

What is a primary usage of the UNION ALL function in AMC queries?

• To group records based on a specified field
• To unify events from different tables
• To summarize key fields in event tables

Why is this query unsuitable for assembling a rule-based audience of those who have completed a conversion event? SELECT user_id FROM conversions

• The query does not leverage an audience-specific table
• The query cannot include user_id as a dimension within the final SELECT statement
• The query requires a GROUP BY statement
• The query requires a WHERE clause to specify the relevant conversion event type(s)

Rule-based audience creation leverages a separate set of tables than those utilized for AMC reporting.

• False
• True

What is the Amazon Ads attribution lookback window?

• 7-day
• 28-day
• 30-day
• 14-day

The ___________ function can be used to append a string to ID fields (such as campaign_id), preventing issues reading the accurate ID values within Excel.

• CONCAT
• SUM
• COLLECT

Where can you activate AMC rule-based audiences?

• Amazon Ad Server
• Seller Central
• Amazon DSP

Which AWS service can be leveraged by the AWS Admin to provide appropriate permissions and access keys to AMC API users?

• QuickSight
• SageMaker
• IAM

Columns in the HIGH and VERY_HIGH aggregation threshold categories cannot be used when applying ____________ to your query.

• first-party insights
• aggregation functions such as SUM or AVG
• WHERE filters with literal (static) values
• UNION or JOIN functions

Within the amazon_attributed_events_* tables, Amazon Ads will only attribute conversion events to click events for sponsored ads CPC (cost-per-click) campaigns.

• False
• True

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Which of these use cases can be achieved when using Amazon Ads events in conjunction with first-party inputs?

• Attribution of on-Amazon conversion events to Amazon Ads media events
• Understanding the overlap of those exposed to Amazon DSP campaigns and those exposed to sponsored ads campaigns
• Attribution of offline conversion events to Amazon Ads media events
• Understanding top audience attributes of those exposed to Amazon DSP campaigns

Super Power Batteries, a consumer packaged goods brand, is new to AMC and wants to learn more about what tables are available to query. Where in the AMC UI can they find this information?

• Schema explorer
• Instance info
• Query editor
• Submitted queries

When analyzing the relationship between frequency and purchase rate, what actionable insight can you leverage for campaign optimization?

• Setting the frequency cap to maximize purchase rate while limiting waste or over delivery
• Setting the frequency cap to maximize reach
• Removing the frequency cap because more impressions always leads to more conversions

Why would this query fail? SELECT campaign, SUM(impressions) AS impressions FROM dsp_impressions

• There is no WHERE clause to filter the query results based on one or more conditions.
• SELECT statements can not be used to choose metrics from a table.
• There is no GROUP BY statement; this query cannot be run without aggregation on the campaign dimension.

The LIKE function is unsupported by AMC. Which of the following AMC-supported functions can serve as a substitute?

• COLLECT
• CAST
• SIMILAR TO

There is no universal methodology or join key that can be used to combine tables in all query scenarios.

• True
• False

Which AMC tables would be required for determining the Amazon-attributed conversion volumes per frequency bucket (including Amazon DSP traffic only)?

• dsp_impressions_by_user_segments, amazon_attributed_events_*
• dsp_impressions_by_matched_segments, amazon_attributed_events_*
• dsp_impressions, amazon_attributed_events_

Which signals are not available within AMC?

• Ad-relevant conversions with a 28-day lookback window
• Ad-attributed conversions with a 14-day lookback window
• Ad-relevant conversions with a 60-day lookback window

What is an exploratory query?

• A query that asseses the efficacy of your marketing strategy; insights from this type of query can be used to refine your Amazon Ads media mix
• A query run to understand what is live within your connected Amazon Ads accounts or to quickly get campaign IDs or other values used to filter in another query
• A query that tests whether a specific supply source may prove valuable for your campaign’s key performance indicators (KPIs)
• A query that tests whether a specific audience segment or segments may prove valuable for your campaign’s key performance indicators (KPIs)

Which of these statements is false regarding rule-based audiences?

• Audiences cannot be modified once created
• Audiences are created via SQL logic
• Audiences must exceed 2000 records
• Audiences will always refresh on a daily cadence

Which event table can be used when attributing conversions to your campaign using custom logic (e.g., 28 day lookback window)?

• conversions_with_relevance
• amazon_attributed_events_*
• sponsored_ads_traffic
• dsp_impressions_by_user_segments

Which table would you leverage for a query when your objective is to understand how your current audience strategy is performing for your campaigns?

• amazon_attributed_events_by_conversion_time
• dsp_impressions_by_matched_segments
• conversions_with_relevance

Which of the following statements is true about using queries within the instructional query library?

• Instructional query templates cannot be modified ahead of running
• Queries can be uploaded by AMC users and saved for future use
• Query templates can be edited to include relevant dimensions and metrics for your use case

What is one limitation of AMC SQL?

• It cannot join tables from different databases
• It cannot filter query results based on date range
• Some common SQL functions are not currently supported

Which of these statements is true regarding recurring query automation?

• Delivery of recurring AMC queries can be automated via API only
• Once recurring queries are set up, modifications to the query schedule can be made in the Instance info panel of the AMC UI
• AMC queries executed via UI or API will automatically recur on a daily cadence
• You can download the results of automatically-recurring queries from the Submitted queries table in the AMC UI

This panel provides access to additional subscription-based insights from Amazon or third parties; these insights can be joined with your Amazon Ads events that are already available in AMC.

• Paid features
• Instructional queries
• Query editor
• Instance info

You must connect your organization’s AWS account to AMC in order to leverage the AMC APIs.

• True
• False

How can you determine if NULL values are the result of aggregation thresholds or a natural occurrence within your report?

• Run the report multiple times and look for a variance in the results
• NULL values don’t occur naturally within reports unless the query is invalid.
• Use the Append aggregation threshold columns option in the Query editor
• Check the aggregation thresholds for the event tables in the Schema explorer

Columns in the HIGH and VERY_HIGH aggregation threshold categories cannot be used when applying ____________ to your query.

• third-party insights
• WHERE filters
• JOIN functions
• first-party insights

A single on-Amazon transaction that includes multiple ASINs from your brand will be represented by a single conversion event within each of the amazon_attributed_events_* tables.

• True
• False

If you run multiple Amazon DSP and sponsored ads campaigns and reached similar audiences, which query can help you understand your customers’ conversion paths that have the highest conversion rate?

• Path to Conversion by Campaign Groups
• Audience Overlap Analysis
• Sponsored Products and DSP Display Overlap

Which two functions can be used together to filter records based on presence of a string within a column’s values?

• WHERE, COLLECT
• WHERE, CONCAT
• WHERE, SIMILAR TO
• WHERE, LIKE

AMC users have access to all AMC instances in an account by default.

• True
• False

New-to-brand metrics are only relevant for __________.

• pixel events
• detail page view events
• purchase events
• add to cart events

The _____________ field in the conversions_with_relevance table categorizes the relationship between the conversion event and the campaign it is relevant to.

• request_tag
• conversions
• engagement_scope
• purchases

For sponsored ads Cost-per-Click (CPC) campaigns, only click events are eligible for attribution of conversion events.

• True
• False

The submitted queries table provides details of the query executed and a link to download your aggregated report as a _______ when it’s ready.

• LOG file
• PDF file
• ZIP file
• CSV file

Which of the following Amazon services can be used to visualize aggregated AMC reports in a dashboard?

• Amazon QuickSight
• Amazon IAM
• Amazon S3

What is required to access AMC APIs?

• Requesting access from Amazon customer service
• Connecting your organization’s AWS account to AMC
• Installing a plugin in your browser

AMC can be used by brands that don’t sell their products directly in the Amazon store.

• True
• False

What are the two ways to access AMC?

• Through the UI or the APIs
• Through the APIs or AWS
• Through the APIs or CLI

If you want to understand more about which product or pixel your conversion events are associated with, which field in the amazon_attributed_events_* tables should you leverage?

• tracked_item
• tracked_asin
• conversion
• ad_product_type

Performance reporting, such as Path to Conversion reporting, can be constrained to specific conversion events (e.g. purchases of a specific ASIN).

• False
• True

Clicks are considered conversion events and appear as individual records within the amazon_attributed_events_* tables.

• False
• True

Which of the following statements about the amazon_attributed_events_* tables is true.

• Conversions are only available for on-Amazon events, such as purchases and detail page views
• Tables may include multiple records for each conversion
• Conversions can be attributed to Amazon DSP or sponsored ads campaign traffic
• Amazon Ads attribution logic allows a conversion to be attributed to multiple traffic events

Nutrition Co., a health snack company, would like to know the total impressions that have been delivered per campaign, per supply_source, per device_type. Which of the following represents how to write this query?

• SELECT campaign, supply_source, SUM(impressions) AS impressions FROM device_type GROUP BY 1,2
• SELECT total_impressions SUM(impressions) AS device_type FROM campaign, supply_source GROUP BY 1,2,3
• SELECT campaign, supply_source, device_type, SUM(impressions) AS impressions FROM dsp_impressions GROUP BY 1,2,3

This table contains impression and click events from Sponsored Products (SP), Sponsored Brands (SB), and Sponsored Display (SD) campaigns.

• dsp_impressions_by_user_segments:
• conversions_with_relevance
• adserver_traffic
• sponsored_ads_traffic

The _________________ panel within AMC is a repository of Amazon-authored SQL templates and includes associated use cases, instructions, and a guide to interpret the results.

• Query editor
• Paid features
• Instructional queries
• Schema explorer

In AMC, a conversion is defined as an Amazon.com purchase event.

• False
• True

Which table should you use in a query meant to help you choose new Amazon audiences that may benefit your Amazon DSP campaign performance?

• amazon_audiences
• dsp_impressions_by_user_segments
• dsp_impressions_by_matched_segments
• dsp_audiences

What types of Sponsored Products records will have spend metrics?

• Records representing Sponsored Product impression events
• Records representing Sponsored Product click events
• Records representing Sponsored Product view events
• Records representing audience membership insights for Sponsored Product impression events

Why should you wait until 14 days after the end date of your query date range to run analyses that leverage the amazon_attributed_events_by_traffic_time table?

• There is no need to wait 14 days after the end date of your query date range; waiting will have no impact on the query results.
• Amazon’s attribution logic leverages a 14-day window; queries run before the 14-day attribution window passes will be missing relevant conversion events.
• All impression and conversion events in AMC have a 14-day lag from event occurrence to event present in AMC table.

How would you adapt this query to limit results to Sponsored Products keyword targeting only? SELECT ad_product_type, targeting, customer_search_term, match_type, SUM(spend)/100000000 AS total_cost_dollars,((SUM(spend)/100000000)/SUM(impressions))*1000 AS avg_cpm, SUM(impressions) AS impressions, SUM(clicks) AS clicks, (SUM(clicks)/SUM(impressions)) AS ctr FROM sponsored_ads_traffic WHERE match_type IN(‘PHRASE’, ‘BROAD’, ‘EXACT’) GROUP BY 1,2,3,4

• Adjust WHERE statement to: WHERE match_type IN(‘PHRASE’, ‘BROAD’, ‘EXACT’) AND ad_product_type = ‘sponsored_products’
• Add LIMIT clause: LIMIT sponsored_products
• Adjust FROM statement to: FROM sponsored_products
• Adjust SELECT statement to include the sponsored_products field

Which value is not available for Sponsored Products?

• campaign_id
• purchases
• engagement_scope
• user_id

Where can you find the details of the entities (Amazon DSP, sponsored ads, etc.) linked to an AMC Instance?

• Instance info panel
• Instructional queries panel
• Documentation panel
• Support center

AMC supports most common SQL functions, but there are some unsupported SQL functions.

• True
• False

The Path to Conversion by Campaign Groups IQ considers all touch points but the output is based on the timing of the first impression of the campaign group.

• True
• False

Overlap analyses enable you to generate insights by comparing different groups of __________ values in isolation and when overlapped.

• user_id
• request_tag
• purchases
• impression_id

user_id values cannot be viewed in the AMC user interface or downloaded from AMC.

• True
• False

Since the amazon_attributed_events_* tables contain ad-attributed conversions across all of your Amazon Ads media, you can aggregate them by sponsored ads vs. Amazon DSP using the __________.

• conversion_event_category field
• supply_source field
• traffic_event_type field
• ad_product_type field

How would you adapt this query to obtain cost and impression metrics by supply_source? SELECT device_type, operating_system, SUM(total_cost)/100000 AS total_cost_dollars, ((SUM(total_cost)/100000)/SUM(impressions))*1000 AS avg_cpm, SUM(impressions) AS impressions FROM dsp_impressions GROUP BY 1,2

• SELECT supply_source, SUM(total_cost)/100000000 AS total_cost_dollars, ((SUM(total_cost)/100000000)/SUM(impressions))*1000 AS avg_cpm, SUM(impressions) AS impressions FROM dsp_inventory GROUP BY 1
• SELECT supply_source, SUM(total_cost)/100000 AS total_cost_dollars, ((SUM(total_cost)/100000)/SUM(impressions))*1000 AS avg_cpm, SUM(impressions) AS impressions FROM dsp_impressions GROUP BY 1,2
• SELECT supply_source, SUM(total_cost)/100000 AS total_cost_dollars, ((SUM(total_cost)/100000)/SUM(impressions))*1000 AS avg_cpm, SUM(impressions) AS impressions FROM dsp_impressions GROUP BY 1

Which of these statements is false regarding the amazon_attributed_events_by_conversion_time table?

• The impressions column should not be leveraged to calculate total impressions served in the query timeframe
• The conversions field will always contain a value of either 1 or 0
• The time window used for your query will apply to the time of the conversion event
• Conversions included within this table have occurred within 14 days of a traffic event

Which of the following statements about paid features (beta) is false?

• Paid features allow advertisers to upload their own first-party insights to better understand the shopping journey
• Paid features provide access to subscription-based tables that can be used in conjunction with the standard tables available in AMC
• Paid features are offered as a monthly subscription and can be managed by the administrator of your AMC account

You can use a _________ filter to limit your query results based on one or more conditions.

• WHERE
• SELECT
• FROM

What formula would you use to calculate Amazon DSP CPM using the fields available in dsp_impressions?

• ((SUM(spend)/100000000)/SUM(impressions))*1000 AS avg_cpm
• ((SUM(total_cost)/100000)/SUM(impressions))/1000 AS avg_cpm
• (SUM(total_cost)/100000)/(SUM(impressions))*1000 AS avg_cpm

The _________ field contains the pseudonymous ad identifier associated with a given impression. It is often used in calculations to understand unique reach volumes.

• halo_code
• purchases
• request_tag
• user_id

Cost and fee fields are always reported in microcents.

• True
• False

Why are developer resources required for creating first-party tables in AMC?

• Because you must build a custom architecture for automating table creation
• Because first-party table creation is an API-only feature
• Developer resources are not required for creating first-party tables in AMC

When determining total impressions served over a given date range, you can use dsp_impressions or dsp_views.

• False
• True

Iris, a consumer electronics brand, recently started using AMC to perform analytics on events related to their Amazon Ads campaigns. Why should Iris consider using the instructional query library?

• Iris should not consider using the instructional query library as it does not apply to advertiser uploaded inputs
• To ensure minimum aggregation thresholds are met on all queries
• To save time and reduce errors when compared to writing custom SQL queries from scratch
• To find a searchable list of AMC tables and fields available to query, including Amazon Ads events and tables uploaded by Iris

Which of these queries will only include purchase records from the underlying table?

• SELECT campaign, COUNT(DISTINCT user_id) AS purchasers, SUM(purchases) AS purchases FROM amazon_attributed_events_by_traffic_time GROUP BY 1
• SELECT campaign, COUNT(DISTINCT user_id) AS purchasers, SUM(purchases) AS purchases FROM conversions GROUP BY 1
• SELECT campaign, COUNT(DISTINCT user_id) AS purchasers, SUM(purchases) AS purchases FROM amazon_attributed_events_by_traffic_time WHERE purchases = 1 GROUP BY 1

Which of these exploratory queries would allow you to generate a list of all Amazon DSP creative active during your chosen time window?

• SELECT creative, creative_id, SUM(impressions) AS impressions FROM dsp_impressions WHERE creative IS LIVE GROUP BY 1,2
• SELECT creative, creative_id, SUM(impressions) AS impressions FROM dsp_impressions GROUP BY 1,2
• SELECT creative, creative_id, SUM(impressions) AS impressions FROM amazon_attributed_events_by_traffic_time GROUP BY 1,2
• SELECT creative, creative_id, SUM(impressions) AS impressions FROM sponsored_ads_traffic GROUP BY 1,2