Answers to All X Ads Academy (Former Twitter) Badge Assessments

This file contains all possible real exam questions with 100% correct and verified answers. Answer keys to all available X ads badge assessments (former Twitter). Earn your badge with ease.

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This file contains answers to all Twitter FlightSchool certification exams, including answer to:

• Ads Manager Fundamentals badge assessment answers
• Website Traffic & Sales Campaigns badge assessment answers
• Cross-Border Advertising Badge Assessment badge assessment answers
• X for Creatives badge assessment answers
• Mobile App Campaigns badge assessment answers
• Get started with twitter badge assessment answers

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Below you’ll find some selected questions from the latest real certification exam. You can get an idea about the exam format and prepare for it smarter. Need all exam questions with answers? Consider downloading our file.

What are the three stages of Reporting Overview?

• Filters
• Metrics
• Exporting
• Cross-Border

Explanation: In the context of the X (Twitter) Ads Manager reporting interface, Filters, Metrics, and Cross-Border represent the three fundamental stages of data analysis because they dictate how information is sorted, measured, and expanded geographically. Filters serve as the initial stage by allowing you to narrow down your view to specific campaigns, objectives, or statuses so you can focus only on relevant data. Metrics follow as the second stage, where you customize your view to display specific performance indicators—such as engagement rates or conversion values—that align with your campaign goals. Finally, Cross-Border is the third stage, providing a specialized layer of reporting that allows you to analyze and compare performance across different global regions and languages to identify international growth opportunities. Unlike these analytical stages, Exporting is merely a functional utility for downloading files and is not considered a core stage of the dashboard’s internal reporting logic.

Home Dashboard provides you with a _____ day summary of your progress

• 365
• 28
• 7
• 14

Explanation: The 28-day summary is the correct answer because the Home Dashboard in advertising platforms like X (Twitter) Ads is specifically designed to provide a “rolling” monthly view of your account’s health and performance trends. This 28-day window is the industry standard for reporting because it captures four complete weeks of data, which accounts for natural fluctuations in weekend versus weekday traffic and provides a more stable, long-term perspective than 7 or 14 days without being as diluted as a full 365-day year. By defaulting to this timeframe, the dashboard allows advertisers to quickly identify growth or decline in key metrics—such as total spend, impressions, and engagement rates—relative to the previous month’s performance, making it the primary tool for high-level progress monitoring.

The default filters in the Ads Manager are….? (Select three)

• Funding Source
• Objective
• Status
• International Views

Explanation: The correct answers are Funding Source, Objective, and Status because these are the standard, built-in filters available by default in Ads Manager to help advertisers quickly organize and evaluate their campaigns. Funding Source allows users to distinguish how ads are paid for, Objective helps categorize campaigns based on their marketing goal (such as reach or engagement), and Status makes it easy to see whether campaigns are active, paused, or completed. International Views is not a default filter, as it is a performance metric rather than a campaign-management or organizational filter.

You can refine your data views by using _________

• Reach
• Filters
• Metrics
• Creatives

Explanation: The correct answer is Filters because filters allow you to refine and narrow your data views in Ads Manager by displaying only the campaigns, ad sets, or ads that meet specific criteria, such as status, objective, or funding source. Reach and metrics are measurements used to evaluate performance, and creatives refer to the ad content itself, but neither of these options is used to refine or control which data is shown in a data view.

What does MACT stand for?

• Mean Advertising Cost Total
• Mobile App Conversion Tracking
• Measurement And Calculation Tool
• Mobile App Click Tracker

Explanation: MACT stands for Mobile App Conversion Tracking, which is a system used to track and measure conversions generated from mobile app campaigns, such as installs, in-app purchases, or other user actions. It allows advertisers to attribute app activity to specific ads or campaigns, helping optimize performance, measure ROI, and understand user behavior within the app.

What is the aim of an app re-engagement ad campaign?

• Engaging with existing users to analyze user behaviors.
• Reaching new mobile audiences.
• Reaching existing users to help drive loyalty and engagement.
• Encouraging app installs beyond the initial launch campaign.

Explanation: The primary aim of an app re-engagement campaign is to target existing app users and encourage them to take desired actions, such as returning to the app, completing in-app purchases, or engaging with new features. By focusing on users who have already installed the app, these campaigns help increase retention, loyalty, and overall user engagement, rather than acquiring new users.

How are you charged when applying an app clicks goal?

• You pay the minimum charge plus clicks into the app store or directly into the app.
• You are only charged when a user clicks into the app store or directly into the app.
• You are charged for all clicks into the app or app store, plus all impressions that did not result in this action.
• Your target bid sets the minimum amount to pay as the average cost per click.

Explanation: When using an app clicks goal, advertisers are charged on a pay-per-click (PPC) basis, meaning you only pay when a user actually clicks through to the app store or opens the app. This ensures that your budget is spent only on users who take the desired action, rather than on every impression, making the campaign more cost-efficient and directly tied to measurable engagement.

What could happen if your bid is not competitive relative to other advertisers?

• Your campaign status will not be affected.
• You can be sure of maximum results for the minimum price.
• Your campaign may not serve.
• You may be charged more than your bid.

Explanation: If your bid is not competitive compared to other advertisers targeting the same audience, your ads may not win auctions and therefore may not be shown at all. Campaign delivery depends on winning ad placements, and low bids reduce the likelihood of winning impressions, which can result in limited or no campaign activity until the bid is adjusted to be competitive.

What are mobile tailored audiences?

• A feature to target new mobile users based on device and use of the X app.
• A term for audiences who have opted out of app teaching via Apple’s App Tracking Transparency.
• A feature to target existing users, created automatically when app events in X are linked through a mobile measurement provider.
• A target audience of existing users of the app, manually created according to campaign objectives.

Explanation: Mobile tailored audiences are automatically generated audiences of existing app users when app events are connected to X via a mobile measurement provider (MMP). These audiences allow advertisers to re-engage users based on their in-app behaviors, such as purchases, sign-ups, or app opens, without manually creating the audience, making campaigns more efficient and personalized.

What are custom metrics?

• A way to monitor data that is most important to you
• An algorithm used to tailor and target audiences automatically
• A customized report showing all results by objective
• A set of default metrics based on common campaign objectives

Explanation: Custom metrics are a personalized reporting feature that allows advertisers to focus on the specific data points most relevant to their unique business goals. Instead of relying solely on the standard, “one-size-fits-all” data provided by the platform, users can select, combine, or calculate specific variables to highlight the Key Performance Indicators (KPIs) that define their success. By creating these custom views, you can bypass secondary data and build a streamlined dashboard that prioritizes the metrics most important to your stakeholders, such as specific conversion ratios or cost-efficiency benchmarks.

Which metrics section shows the changes made to your campaign, which optimizations were made, and by whom?

• Activity history
• Audience details
• Breakdown by creative
• Breakdown by device

Explanation: The Activity history section is a dedicated audit log within the X Ads Manager that provides full transparency into the management of your campaigns. It tracks every significant modification—such as budget adjustments, bid changes, or targeting updates—and records the specific time the change occurred as well as the identity of the user who made it. This is an essential tool for teams or agencies because it allows advertisers to correlate specific performance fluctuations with recent optimizations, ensuring accountability and making it easier to troubleshoot or “roll back” strategies if a certain change doesn’t yield the desired results.

How do you apply particular metrics in X Ads Manager that aren’t the standard default options?

• Choose the metrics that are important to you in Metrics > Customize Metrics
• Plug in a 3rd party metrics tool
• Create a bespoke report in Analytics
• Adjust the algorithm to include all metric fields

Explanation: To apply particular metrics in the X Ads Manager that are not part of the standard default view, you must navigate to the Metrics dropdown menu and select the Customize metrics option. This interface allows you to manually browse through a comprehensive library of available data points—ranging from specific video view percentages to detailed conversion breakdown—and select only the ones that align with your specific campaign goals. By doing this, you are effectively filtering out the standard, high-level overview in favor of a bespoke dashboard that highlights the granular data you need for deep optimization. Once you have selected your desired metrics, you can even save them as a “Preset” so they are automatically applied the next time you log in to evaluate your performance.

Which of the following data could you explore within Audience Details?

• Post Engagements
• Website Conversions
• Language and locations
• Ethnicity

Explanation: Within the Audience Details tab of the X Ads Manager, the primary data categories you can explore are demographic and geographic indicators, specifically Language and locations. While other tabs in the Ads Manager focus on performance results like website conversions or post engagements (which are classified as “Results” or “Engagement” metrics), the Audience Details section is designed to give you a breakdown of who is seeing and interacting with your ads. By analyzing this data, advertisers can verify if their content is reaching the intended geographical regions and linguistic groups, allowing for granular adjustments to targeting settings if the ad is underperforming in specific areas.

Which metrics section allows you to add Post ID and media type as custom columns for easy filtering and sorting?

• Breakdown by placement
• Breakdown by creative
• Breakdown by device
• Activity history

Explanation: The Breakdown by creative section is a specialized reporting view in X Ads Manager that provides granular, asset-level insights for your campaigns. While high-level reports show how a campaign or ad group is performing as a whole, this breakdown allows you to see the individual performance of every specific Tweet or media file you have used. By adding Post ID (or Tweet ID) and media type as custom columns in this view, you can quickly differentiate between static images and videos, or identify specific high-performing posts by their unique identification numbers. This level of detail is essential for advertisers who are running multiple creative variations, as it enables them to filter and sort their data to see exactly which specific visual or message is driving the best ROI.

Which of the following can’t you do in the custom metrics window?

• Change Column Order
• Add Metrics
• Delete Metrics
• Add a new funding source

Explanation: In the X Ads Manager, the custom metrics window is strictly a reporting and data visualization tool, which means you cannot add a new funding source within this specific interface. While the custom metrics window gives you the flexibility to add, delete, or rearrange data columns to better analyze your campaign’s performance, it does not handle administrative or financial account settings. To update your payment methods or manage your budget’s source of funds, you must navigate to the “Billing” or “Account Settings” section of the Ads Manager, as these sensitive financial configurations are kept separate from the day-to-day performance tracking tools.

Which ad group goal means that your ad is shown to people who are most likely to visit your website?

• Link Clicks
• Page Views
• Conversions

Explanation: The correct answer is Page Views because this ad group goal is specifically designed to show your ad to people who are most likely to visit your website. While Link Clicks optimizes for any click on your link (which may include accidental or low-intent clicks) and Conversions focuses on users completing a specific action like a purchase or sign-up, Page Views targets users who are most likely to actually land on your website, making it the ideal choice when your goal is website visitation.

Website Traffic campaigns give you access to all X social and demographic targeting. True or False?

• True
• False

Explanation: The correct answer is True because Website Traffic campaigns allow advertisers to access the full range of X’s social and demographic targeting options, including age, gender, location, interests, and behaviors. This ensures that your ads are delivered to the most relevant audience segments, helping maximize visits to your website while taking advantage of X’s detailed targeting capabilities.

What is this called when you win an auction, and your ad is served to a person on X?

• Impression
• Auction Win
• Purchase
• Click through

Explanation: The correct answer is Impression because in digital advertising, an impression occurs each time your ad is successfully served and displayed to a user on X after winning the auction. Winning the auction allows your ad to appear, but the term that describes the actual delivery to a user’s screen is an impression. Auction Win refers to the bidding process outcome, Purchase refers to a conversion, and Click through happens only if the user interacts with the ad by clicking it.

What ad format allows you to showcase multiple products or promotions in a series of swipeable images or videos?

• Video Ads
• Image Ads
• Carousel Ads
• Text Ads

Explanation: The correct answer is Carousel Ads because this ad format allows advertisers to showcase multiple products or promotions in a single ad unit using a series of swipeable images or videos. Carousel Ads let users interact by swiping through each card, making it ideal for highlighting a collection of products, features, or offers. In contrast, Video Ads or Image Ads display only one piece of content at a time, and Text Ads do not include visual, swipeable elements.

Which part of the marketing funnel do the objectives of a website traffic campaign sit?

• Consideration
• Awareness
• Conversion

Explanation: The correct answer is Consideration because a Website Traffic campaign is designed to encourage people to visit your website, which aligns with the middle stage of the marketing funnel. At this stage, the goal is to engage users who are aware of your brand and are evaluating or considering your products or services. In contrast, Awareness campaigns focus on reaching as many people as possible, and Conversion campaigns aim to drive specific actions like purchases or sign-ups.

Which bid strategy type allows you to choose exactly how much you are willing to pay for a link click?

• Target Bid
• Maximum Bid
• Automatic Bid

Explanation: The correct answer is Maximum Bid because this bid strategy allows advertisers to set the highest amount they are willing to pay for a link click. This gives you control over your costs per engagement while still participating in the ad auction. Target Bid aims for a specific cost per result but does not guarantee it, and Automatic Bid lets the platform optimize bids automatically without specifying an exact amount.

What is an X Pixel?

• A measurement solution that allows a direct, server-to-server connection to share conversion data with X.
• A piece of code that allows you to track individual actions on your website, such as purchases.
• The maximum time window chosen between a user interacting with your ad and a conversion event occurring on your website.
• A snippet of code placed on your website in order to track and measure the actions a user takes

Explanation: The correct answer is A snippet of code placed on your website in order to track and measure the actions a user takes because an X Pixel is a small piece of JavaScript code that you add to your website to track user interactions, such as page visits, purchases, or sign-ups. It allows advertisers to measure ad performance, optimize campaigns, and build retargeting audiences based on real user behavior. While server-to-server connections and conversion windows relate to tracking, the Pixel specifically refers to the code snippet installed on your site.

What is one way you can verify your X Pixel?

• Website Plugin
• Pixel Helper Extension
• Google Analytics

Explanation: The correct answer is Pixel Helper Extension because this browser tool allows you to verify that your X Pixel is correctly installed and firing on your website. It checks for proper setup and reports any errors or missing events in real time. Website plugins may help install the Pixel but do not verify it, and Google Analytics tracks general website traffic, not the specific firing of the X Pixel.

What type of attribution window would credit X with conversions after a person reposts or replies to your ad?

• Post-view attribution window
• Post-engagement attribution window

Explanation: The correct answer is Post-engagement attribution window because this type of attribution credits X with conversions that occur after a user interacts with your ad, such as liking, replying, or reposting it. In contrast, a Post-view attribution window only tracks conversions that happen after someone views the ad without necessarily engaging with it. Post-engagement attribution ensures you measure the impact of active user interactions on driving conversions.

Which of the following is not one of the available parameters you can use for your events?

• Value
• Description
• Currency
• Device

Explanation: The correct answer is Device because when setting up events with X Pixel, the available parameters you can use include Value (the numeric value of a conversion), Description (details about the event), and Currency (the currency for monetary events). Device is not a parameter you assign to an event; it is tracked automatically by the platform but cannot be manually set as an event parameter.

What are the two elements that make up the X Pixel?

• Web Tag and Event Tag
• Event Code and Base Code
• Web Code and Purchase Code

Explanation: The correct answer is Event Code and Base Code because the X Pixel is made up of two main parts: the Base Code, which is placed on every page of your website to track general visits, and the Event Code, which tracks specific actions like purchases, sign-ups, or other conversions. Together, these elements allow advertisers to measure performance, optimize campaigns, and retarget audiences based on user behavior. Web Tag and Web Code are not the standard terminology for X Pixel components.

Where in your X Ads account would you go to set up your X Pixel?

• Creatives
• Campaigns
• Events Manager
• Analytics

Explanation: The correct answer is Events Manager because this is the section of your X Ads account where you can create, configure, and manage your X Pixel. Events Manager allows you to set up the base code and event tracking, view pixel activity, and troubleshoot any issues. Creatives is for ad content, Campaigns is for campaign setup and targeting, and Analytics is for reviewing performance metrics—none of these are used to install or manage the Pixel.

Which attribution model grants all platforms a portion of the credit?

• Last Touch
• First Touch
• Linear Touch

Explanation: The correct answer is Linear Touch because this attribution model distributes credit evenly across all touchpoints in the customer journey, giving each platform or interaction a portion of the conversion credit. In contrast, First Touch gives all credit to the first interaction, and Last Touch gives all credit to the final interaction before the conversion. Linear Touch is useful for understanding the collective impact of multiple platforms or campaigns.

Why is it important to understand which campaigns drove a user to take action on your website?

• To work out how much you need to pay
• To check if you’ve made any mistakes
• To understand the success of your campaigns and prove your advertising spend.

Explanation: The correct answer is To understand the success of your campaigns and prove your advertising spend because tracking which campaigns drive users to take action allows advertisers to measure performance, optimize future campaigns, and demonstrate the return on investment (ROI) of their ad spend. While knowing costs and checking for errors are helpful, the primary reason is to evaluate effectiveness and justify marketing investments.

What does ROAS stand for?

• Return on attribution schedule
• Return on ad spend
• Revenue over ad saving
• Revenue objective and savings

Explanation: The correct answer is Return on ad spend because ROAS is a metric that measures how much revenue your ads generate for every dollar spent. It helps advertisers evaluate the effectiveness and profitability of their campaigns. The other options—Return on attribution schedule, Revenue over ad saving, and Revenue objective and savings—are incorrect and do not represent this widely used advertising metric.

What is attribution?

• Including another person or company’s account handle within an ad campaign.
• Copyright payments to artists for content used in a campaign.
• A method of tracking conversions associated with a particular hashtag.
• A system that credits different advertising platforms for driving conversion

Explanation: The correct answer is A system that credits different advertising platforms for driving conversion because attribution in digital advertising refers to assigning credit to the marketing touchpoints that led a user to complete a desired action, such as a purchase, sign-up, or download. This allows advertisers to understand which platforms, campaigns, or ads contributed to conversions and helps optimize future marketing spend. Including handles, copyright payments, or tracking hashtags are unrelated to the concept of attribution.

What is the definition of click-through attribution?

• When a user clicks on your ad and takes action later
• When a user views your ad and takes action later
• Every time a user sees your ad
• When a user visits multiple platforms and then takes action

Explanation: The correct answer is When a user clicks on your ad and takes action later because click-through attribution credits a conversion to an ad after a user clicks on it, even if the action (like a purchase or sign-up) happens later. This differs from view-through attribution, which credits conversions when a user only sees an ad without clicking. The other options either describe general impressions or multi-platform behavior, which are not specific to click-through attribution.

Suppose a user views three ads on three different platforms before taking action on your website. How many platforms can claim the conversion?

• 3
• 2
• 1

Explanation: The correct answer is 3 because when using multi-touch attribution, each platform that a user interacts with before converting can receive credit for the conversion. In this example, the user saw ads on three different platforms, so all three platforms can claim a portion of the conversion depending on the attribution model used (e.g., linear attribution gives equal credit to all). Single-touch models, like first-touch or last-touch, would only credit one platform, but multi-touch allows all relevant platforms to share credit.

Why is it important to ensure that attribution windows are the same on all platforms?

• To count the overall traffic sent to your website
• To allow the platforms can talk to each other
• To verify your X Pixel
• To ensure that all platforms are being measured to the same standard.

Explanation: The correct answer is To ensure that all platforms are being measured to the same standard because using consistent attribution windows allows you to accurately compare performance across different advertising platforms. If attribution windows differ, one platform might claim conversions that another does not, making it difficult to evaluate which campaigns are truly driving results. Standardizing the window ensures fairness and consistency in measuring and optimizing your marketing efforts.

Which one of these is not a dependency of site visit optimization?

• A video-based creative
• A site visit conversion event type
• Installation of the X Pixel
• Less than 256 active ad groups

Explanation: The correct answer is A video-based creative because site visit optimization depends on having a site visit conversion event, proper installation of the X Pixel, and a campaign structure with fewer than 256 active ad groups to allow the system to optimize effectively. The type of creative—video, image, or text—is not a dependency for the optimization itself, although it may impact engagement or performance.

What is Site Visits Optimization?

• A model dedicated to finding and serving ads to audiences most likely to visit your website at a lower cost.
• A reporting model which aggregates data on site visits.
• A model which allows you to analyse campaigns side-by-side
• A post-campaign analysis model which reports on ROI

Explanation: The correct answer is A model dedicated to finding and serving ads to audiences most likely to visit your website at a lower cost because Site Visits Optimization uses X’s algorithm to automatically target users who are most likely to click through to your website, optimizing delivery to maximize site visits while controlling costs. The other options describe reporting, analysis, or ROI measurement, which are not the function of Site Visits Optimi

How is Site Visits Optimization billed?

• CPM (Cost per mille) model
• CPL (Cost per lead) model
• CPA (Cost per acquisition) model
• CPC (Cost per click) model

Explanation: The correct answer is CPM (Cost per mille) model because Site Visits Optimization is billed based on impressions, meaning you pay for every 1,000 times your ad is shown. Even though the system optimizes to serve ads to users most likely to visit your website, billing is not per click, lead, or acquisition—it’s tied to how often your ad is delivered to the audience. CPL, CPA, and CPC are different billing models that focus on specific actions rather than impressions.

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What are the three stages of Reporting Overview?

• Filters
• Metrics
• Exporting
• Cross-Border

Home Dashboard provides you with a _____ day summary of your progress

• 365
• 28
• 7
• 14

The default filters in the Ads Manager are….? (Select three)

• Funding Source
• Objective
• Status
• International Views

You can refine your data views by using _________

• Reach
• Filters
• Metrics
• Creatives

What are the main components of the marketing funnel? (select all that apply)

• Awareness
• Consideration
• Conversion
• Creation

47% of sales performance can be attributed to ______________

• Refined audience targetting choices
• Creative alone
• Adding subtitles to all media
• Combining the right target and good creative.

Which budgets can be set? (Select all that apply)

• Daily
• Campaign
• Ad Group
• Out Of Home Engagements

Go big on branding and be laser focused are 2 examples of ______________

• Video best practices
• Post best practices
• Campaign best practices
• Analytics best practices

Say your business wanted to drive conversation about an upcoming event, which campaign objective would you choose?

• Reach
• Engagements
• Sales
• Website Traffic

When setting up your campaign, how is it best to decide your targets?

• Select everything to cover the most people.
• Choose 1 or 2 options that support your goal.

Where can you upload media? (select two)

• Media Library
• Composer
• Analytics Tab
• Events Manager

You need a ________________ to access Ads Manager.

• X account
• business
• campaign
• audience

Which area can help you reach the right people for your campaign?

• App Manager
• Events Manager
• Audiences
• Tag Library

Which of these is NOT a benefit of using the Composer?

• Simple Media Upload
• Preview
• Complex to use
• Media Upload how-to

Where can you measure your return on ad spend for Performance Advertising?

• Events Manager
• App Manager
• Ads Editor
• Tag Library

Which of these are refined audience targeting? (select all that apply)

• Keywords
• Interest
• Events
• Household Income

On the Dashboard, which tab do you use to create your ads content?

• Campaigns
• Creatives
• Analytics
• Tools

The default filters in the Ads Manager are….? (Select three)

• Funding Source
• Objective
• Status
• International Views

The Post Activity Dashboard can show you details of how many times people have….? (Select all that apply)

• Seen
• Reposted
• Liked
• Called
• Replied

What does the Audience estimator do?

• Suggests target demographics
• Calculates audience based on your selections
• Sets up refined audience targetting
• Recommends themes for future campaigns

What makes influential people on Twitter different from those on other platforms?

• Influencers on Twitter tend to say “look at this” vs. “look at me”.
• Influencers on Twitter have more followers than on other platforms.
• Influencers on Twitter tend to sell more products.
• Influencers on Twitter tend to be more likeable.

In the @FootballManager example, how did @SIgames drive awareness across Europe to promote #FM21ReleaseDay?

• They used Trend Takeover+ and artificial intelligence to gain attention and engage with their audience.
• They used a team of gaming influencers to live stream the launch of their new initiative on Twitter.
• They used animated GIFs that were Retweeted by fans.
• They used Twitter Promoted Video.

What are the benefits of having different ad groups in your ad campaign?

• Test different audiences
• Identify which Tweets work best
• Measure performance in meaningful segments
• Distribute budget equally among different audience groups

Your brand invented a new vegan burger. Your marketing team created a video ad targeting the audience in France. You want to direct your audience to your website to make the purchase. Please select all the correct strategies for your campaign.

• Set Campaign objective as “Engagement”
• Set Campaign objective as “Website clicks”
• Set targeting criteria: Location: France AND Keywords: Vegan, Vegetarian
• Set targeting criteria: Location: France OR Keywords: Vegan, Vegetarian

You want to expand your skincare brand to the markets in Germany and Austria. Currently, you only have the English version of your Twitter ad creatives. Select the right approaches to translate your English Creatives to German.

• Do some research on the cultures and customs in Germany and Austria.
• Ensure your creatives are appropriately and effectively translated.
• Test your ads among American audience with German decents.
• Translate your Twitter creatives using Google Translate.

What are the benefits of frequency caps?

• Weekly exposure drives upper-funnel brand metrics. Up to 80% of ad recall and brand awareness occurs within the first 2 exposures per week of a campaign.
• Campaigns with frequency caps have 16% lower cost per thousand impressions (CPM) and 5x lower cost per thousand unique users than campaigns without.
• As we move down the funnel, a slightly higher frequency is needed to drive lift: more exposures per week are needed to achieve 80% of the overall potential impact.
• Campaigns under 4 weeks see higher lifts in recall (+5%), brand awareness (+18%), and campaign awareness (+14%) than those beteen 4 and 8 weeks.

You’re an experienced advertiser who knows how much you’re looking to pay per billable engagement at scale. Which bid type should you choose?

• Target cost
• Target bid
• Auto bid
• Maximum bid

Which of the following statements is correct?

• A campaign must have more than one ad groups.
• One ad group can have different types of audiences.
• Ad groups let you run different creatives within one campaign objective.
• A campaign can only have one bidding type.

You are an International sportswear brand. You want to launch your campaign in several different English-speaking countries (America, UK, Australia, Canada, New Zealand) to promote your new line of sneakers. Please select all the correct strategies for your campaign.

• Create a campaign with one ad group for all of the English-speaking countries to save your budget.
• Create a campaign with different ad groups that apply different creatives, bid strategies, and audience criteria for different English-speaking countries.
• Use the same campaign creatives for all the aforementeioned English-speaking countries.
• Do extensive research on the cultures and customs of the different English-speaking countries and adapt your campaign creatives accordingly.

Your game company is running a video ad to promote your new RPG game in the Japanese market. Your marketing team found that this game is most popular among teenage boys who are interested in Shōnen manga and anime. What are your targeting criteria?

• Age: 14-20
• Movie: Seven Samurai
• Keywords: Shōnen, anime, manga
• Location: Japan

You’re launching a product in a new market. The goal of your campaign is to drive consideration in hopes that people on Twitter will purchase your product. What type of campaign would be best suited to help you achieve your goal?

• An app installs campaign to download your app
• A Video Views campaign showcasing your latest looks
• An Engagement campaign that attempts to create conversation
• A Website Traffic campaign asking people to visit your new website

You’re launching a new restaurant franchise in a new market and you want to increase overall awareness of your brand. Which objective would be best suited for your campaign?

• Website Traffic
• Video Views
• Reach
• Followers

You are an American fashion brand that aims to expand to the French market. You created a French video ad to promote your new business casual design to young professional women between 20 to 40 years old. What are your targeting criteria?

• Location: France OR Gender: women AND Age: 20-40
• Location: France AND Gender: women AND Age: 20-40
• Location: France AND Gender: women OR Age: 20-40
• Location: France OR Gender: women OR Age: 20-40

You’re a French clothing brand, you want to connect with your audience in America and invite them to a join conversation on this season’s color palettes. Which Twitter campaign objective would help you accomplish this?

• Website Traffic
• Video Views
• Engagement
• Awareness

You’re a food delivery service app, and you want to let your users know about a new “30 minutes or less” premium feature you’re launching in your app. Which campaign objective should you choose?

• App Installs
• Website Traffic
• App Re-engagement
• Video Views

You want to promote your citrus flavored sports drink to a wider International audience on Twitter. Choose the creative best practices you can apply in your video ads.

• End your video with a product reveal.
• Include movement in the first few moments of your video
• Create human connections
• Ensure clear logo placement

What are the three simple rules of creative best practices?

• Keep it short & simple
• Create visual cues
• Show your brand
• Include people & products

Which one is NOT one of the features of Ad composer

• Determine audience location
• It allows you to add Website or App functionality
• Create multiple versions of your Tweet
• Show real-time previews

Why do you need creative asset optimizations when advertising on Twitter?

• Your Tweet copy is an essential storytelling tool for your brand.
• Great creative gets noticed on Twitter
• Twitter algorithm prioritizes optimized creatives
• Creative is the single most significant factor when it comes to driving sales.

What are the three categories for objective-based campaigns on Twitter?

• Awareness
• Consideration
• Conversion
• Video Views

You are a content creator who creates funny videos. You want to launch a campaign on Twitter to gain more followers in Australia. Please select all the correct strategies for your campaign.

• Incorporate CTAs to ask your audience to follow your account.
• Target audience in Australia
• Select “followers” as your main campaign objective.
• Select Engagement as your main campaign objective.

What are the three levels of your campaign structure?

• Audience groups
• Ad groups
• Ads (Tweets)
• Campaigns

You are the CEO of a tech startup. You are uncertain about your target audience. You want to run a reach campaign on Twitter to promote your new time management app. You SHOULD do ALL of these things EXCEPT.

• Don’t make changes in the first 3–5 days: give performance time to stabilize
• Mass-promote your message to the largest possible audience
• Keep your copy short and to the point
• Use 3+ ad formats when possible to drive greater results

You’re about to launch your product in a new market and you want people to sign up for email updates by filling out a form on your site. Which Twitter campaign objective would help you accomplish this?

• App Re-engagement
• App Installs
• Pre-roll Views
• Website Traffic

Which campaign objective can help your brand connect with 200+ premium publishers that align with your audience’s interests?

• Pre-roll Views
• Followers
• App Installs
• Video Views

Which one is NOT a reason for creative localization?

• An effective ad in a foreign market should speak their language and reflect a genuine understanding of their culture.
• People respond to ads that resonate with them on a personal level.
• Localizing makes your campaign feel less like a sales pitch and more like a conversation.
• People in different countries prefer different advertising strategies.

What are the three steps for success in cross-border advertising?

• Develop new creative assets
• Choose your connect opportunity
• Select your target market
• Scout your competition

You are a first-time Twitter advertiser with a highly restricted budget. Which bid type should you choose?

• Target bid
• Maxinum bid
• Target cost
• Auto bid

What are the three types of content we recommend you create when trying to connect with cultural moments on Twitter? (select three)

• Anticipated Content
• Reactive Content
• Planned Content
• Video Content

When writing your Tweets, you should consider… (choose three)

• Keep your copy focused on serving a single purpose
• Using up all 280 characters
• Incorporating Hashtags
• Keeping it short & sweet

What type of content allows you to record an audio message and share it with your followers?

• Podcast Tweets
• Music Tweets
• Twitter Spaces
• Voice Tweets

________ are a great way to tell longer-form, curated stories on Twitter.

• Bookmarks
• Stories
• Moments
• Tweet Storms

This dashboard features high-level statistics and is a gallery of your greatest hits.

• Video Activity Dashboard
• Analytics Account Home
• Twitter Media Studio
• Tweet Activity Dashboard

What does TAD stand for?

• Twitter Activity Data
• Twitter Analytics Display
• Tweet Analytics Dashboard
• Tweet Activity Dashboard

When creating video content, where should you place your logo?

• Bottom-left corner
• Top-left corner
• Bottom-right corner
• Top-right corner

________ are a great way to drive engagement and learn more about what your followers like.

• Polls
• Direct Messages
• @ Replies
• Retweets

What are some of the most basic ways to interact with content on Twitter? (select three)

• Unfollowing people
• Replying to Tweets
• Liking Tweets
• Retweeting or Quote Tweeting

When logged in to twitter.com or via our mobile app, you can access on-the-spot analytics by finding and tapping on the ________

• Twitter Activity Toggle
• Tweet Activity Button
• Tweet Analytics Link
• Twitter Data Button

How can you ensure your parody account is in compliance with Twitter’s policies? (select two)

• You should use the same profile photo as the celebrity or entity you are parodying.
• Every Tweet should use the hashtag #Parody
• The display name should clearly indicate that the account is not affiliated with the subject of the account.
• The bio should clearly indicate that the account is not affiliated with the subject of the account.

Where should you go for the most up-to-date statistics on the actions we’re taking on Twitter?

• Check our latest press releases
• Follow @Twitter for more info
• Request a safety report from your Twitter Client Partner
• Visit https://transparency.twitter.com

which provides official, regularly updated reports on content moderation, policy enforcement, and other platform transparency data.

True or False. People are allowed to create parody, newsfeed, commentary, and fan accounts on Twitter provided that the accounts follow certain requirements.

• False
• True

What tool gives you the power to decide who can reply to your Tweets.

• Hidden Tweets
• Tweet Audience Enforcement
• Conversation Settings
• Twitter Reply Controller

True or False. You can grant different levels of permissions to multiple users, who will be able to access your Twitter Ads account while logged into their own personal handle.

• False
• True

If your account is compromised, one of the first things you should do is…

• Tweet about it
• Send a DM to Twitter Support
• Close your Twitter account
• Change your password

When using Conversation Settings, what are the options you have for controlling who can reply to your Tweets? (select three)

• Only people you mention
• Everyone
• No one
• People you follow

The Twitter Rules are centered around three primary areas:

• policy, safety, and public integrity
• safety, privacy, and authenticity
• safety, precautions, and policy
• authenticity, policy, and precaution

What are the types of enforcement that may be used if someone violates the Twitter rules? (select three)

• Tweet-level enforcement
• Ad-level enforcement
• DM-level enforcement
• Account-level enforcement

True or False. You can promote or encourage suicide or self-harm on Twitter as long as you disable replies.

• True
• False

Match the following terms to their definitions.

• Tweet Thread - A series of connected Tweets from one person. You can provide additional context, an update or additional commentary on a topic by connecting multiple Tweets together.
• Mention - Including other accounts in your Tweet by using the @ sign followed directly by their username
• Verified Badge - Lets people know that an account of public interest is authentic.
• Quote Tweet - Allows you to add your own commentary along with a photo, GIF, or video to someone else’s Tweet and share it with your followers.

How many characters can be used in a Tweet?

• 140
• 160
• 280
• 120

_________ is a unique feature of Twitter’s desktop experience. Here you’ll find the latest Tweets and stories that are trending on Twitter.

• The “What’s Happening” Section
• Your Direct Message Inbox
• The Explore Tab
• The Trending Section

How many characters can be used in your Twitter Bio?

• 160
• 280
• 120
• 140

_________ should be an ever-changing billboard showcasing what’s new with your brand or organization.

• Your Pinned Tweet
• Your header photo
• Your Twitter bio
• Your profile photo

_________ displays a stream of Tweets from accounts and Topics you’ve chosen to follow on Twitter.

• Your Home Timeline
• Your Settings Page
• Your Twitter Login Screen
• Your Notifications Bar

How many characters can be used in your display name?

• 30
• 40
• 25
• 50

What are three ways you can improve your Twitter bio? (select three)

• Keep it as short as possible
• State your organization’s mission
• Share your brand history
• Try to be humorous

Following ________ are a great way to stay on top of the conversations related to the subjects you care about most.

• Trends
• Tweets
• Other People
• Topics

Tapping this icon allows you to change the content of your Home Timeline. You can choose to show the latest Tweets from the people and topics you follow or Top Tweets curated by us.

• The Content Preferences Button
• The Tweet Display Settings Button
• The Topics Menu
• The Timeline Control Button

True or False. On Twitter, the word ‘Tweet’ can be used as a verb or a noun.

• False
• True

What are the recommended dimensions for your Twitter profile picture?

• 200x200 px
• 40x40 px
• 400x400px
• 100x100 px

What are some good things to highlight in your pinned Tweet? (select three)

• Your latest launch campaign
• A funny meme about your boss
• An ongoing sale, promotion, or campaign
• Your favorite cause or charity

_________ is a unique place within the Twitter UI that gives you instant access to topics and conversations that are popular amongst people on Twitter worldwide.

• The Content Tab
• The Trendy Tab
• The Explore Tab
• The Tweets Tab

What feature allows you to tailor search results to specific date ranges, people, and more?

• The Search Bar
• The Search Results Page
• The Explore Tab
• The Advanced Search Tool

A _______ is a message sent directly from one Twitter account to another.

• Retweet
• DM
• @ Reply
• Tweet

A _______ is a topic or hashtag algorithmically determined to be one of the most popular topics on Twitter at any given moment.

• Retweet
• Quote Tweet
• Trend
• Tweet

True or False. In addition to signing up with your email address, you can also use your phone number when creating your Twitter account.

• False
• True

We believe the majority—if not all—of your content should be capped at _____.

• 30 seconds
• 15 seconds
• 60 seconds
• 10 seconds

What tool allows you to create real-time audio conversations with other people on Twitter?

• Twitter Q&As
• Twitter Spaces
• Podcast Tweets
• Voice Tweets

What are three things you can do to esnure your account stays secure? (select three)

• Use a simple, easy-to-remember password
• Use two-factor athentication
• Keep your browser & operating system updated
• Monitor your third-party connections

You may not use Twitter’s services for the purpose of manipulating or interfering in elections or other civic processes. This includes posting or sharing content that may suppress participation or mislead people about when, where, or how to participate in a civic process.

• True
• False

When you see a questionable Tweet in your timeline, how can you take action? (select four)

• Unfollow the account
• Report the account
• Block the account
• Send the account owner a DM and ask them to delete the Tweet
• Mute the account

True or False. You may not threaten violence against an individual or a group of people. We also prohibit the glorification of violence.

• True
• False

When searching Twitter, how would you see the most recent content related to your search term(s) that people have shared on Twitter.

• Click the Top Tab in search results
• Click the Photos or Videos Tab in search results
• Click the Latest Tab in search results
• Click the People Tab in search results

_________ are Tweets paid for by our advertisers.

• Paid Tweets
• Media Tweets
• Promoted Tweets
• Organic Tweets

Creating _________ are key in guiding you on how to plan and create relevant content.

• Brand Voice Guidelines
• Live Q&As
• Photo Tweets
• Content Pillars

What three things are essential to building a solid Twitter content strategy? (select three)

• Creating a Content Calendar
• Developing a massive following
• Defining Your Objectives
• Defining Your Audience

What are the main ways to track your success on Twitter? (select three)

• Twitter Ads Manager
• Twitter Data Dashboard
• Twitter Analytics
• Twitter Media Studio

True or False. If we take account against your account, you can appeal the decision through our Twitter Help Center.

• True
• False

What does MACT stand for?

• Mean Advertising Cost Total
• Mobile App Conversion Tracking
• Measurement And Calculation Tool
• Mobile App Click Tracker

What is the aim of an app re-engagement ad campaign?

• Engaging with existing users to analyze user behaviors.
• Reaching new mobile audiences.
• Reaching existing users to help drive loyalty and engagement.
• Encouraging app installs beyond the initial launch campaign.

How are you charged when applying an app clicks goal?

• You pay the minimum charge plus clicks into the app store or directly into the app.
• You are only charged when a user clicks into the app store or directly into the app.
• You are charged for all clicks into the app or app store, plus all impressions that did not result in this action.
• Your target bid sets the minimum amount to pay as the average cost per click.

What could happen if your bid is not competitive relative to other advertisers?

• Your campaign status will not be affected.
• You can be sure of maximum results for the minimum price.
• Your campaign may not serve.
• You may be charged more than your bid.

What are mobile tailored audiences?

• A feature to target new mobile users based on device and use of the X app.
• A term for audiences who have opted out of app teaching via Apple’s App Tracking Transparency.
• A feature to target existing users, created automatically when app events in X are linked through a mobile measurement provider.
• A target audience of existing users of the app, manually created according to campaign objectives.

Which of the following is a distinct benefit of using a target bid approach?

• You can auto-optimize to get the best results at the lowest price within your budget.
• It allows greater control over how much you pay per billable action.
• It is typically the most cost-effective option.
• There are more options for campaign setup and optimisation.

Which of the following bidding types would you choose to quickly get your app re-engagement campaign live and serving impressions?

• Target bid
• Maximum bid
• All options are equally suited to this aim.
• Automatic bid

Where do you need to go to create an App Re-engagement campaign?

• Creator studio
• Account settings
• Business insights dashboard
• X Ads Manager

What does App Activity Combination enable you to do?

• Segment and refine your App Activity Custom Audience based on the frequency and recency of user actions.
• Make connections between events in X through a mobile measurement provider.
• Combine and analyze user behavior data from multiple campaigns.
• Automatically vary or randomize ad formats during a set campaign window.

What happens when your overall budget is reached?

• Your campaign will continue and you will be charged at the average CPC rate until you end the campaign.
• Your overall budget will automatically increase by 10%.
• Your campaign will stop serving until the next day.
• Your campaign will stop serving until you increase the budget.

How can your campaign reach audiences who have opted out of tracking, via Apple’s App Tracking Transparency?

• Work with an approved Mobile Measurement Partner (MMP) to leverage SKAdNetwork on X
• By specifically targeting audiences who use iOS devices during campaign setup.
• By paying for premium X features and tools.
• It is not possible to continue engagement with audiences who have opted out of tracking.

Why is it normally good practice to add ALT text to images?

• You can use this space to credit authors and artists without compromising your creatives.
• It allows you to include more copy by extending your character limit.
• Users who are blind, have low vision, or other conditions, may use screen readers to understand visual content.
• To include necessary details, like disclaimers, without distracting from the message.

Which of the following is recommended when using video content in performance ad campaigns?

• Ensure the video is at least 30 seconds long.
• Focus on the music and dialog, rather than visuals.
• Display your product and logo within the first few seconds.
• Provide detailed copy to accompany the video.

What is a common benefit of campaigns that convey a sense of urgency, such as seasonal or one-time promotions?

• Lower cost per mille (CPM)
• Lower cost per action (CPA)
• Lower cost per click (CPC)
• Lower cost per install (CPI)

Which ad format allows you to use multiple images or videos to show off different aspects of your app or tell a story?

• Narrative ad
• Carousel ad
• Collage ad
• Image ad

Your ad campaign is promoting a game app. What would be the most suitable call to action for your ad app button?

• Buy now
• Go to app store
• Learn more
• Play

Which placement option enables you to place an ad directly into a conversation thread?

• Search results
• Post replies
• Home timeline
• Profile pages

What should appear on ad app buttons?

• Appropriate symbol or icon
• Call to action verbs
• “Tap” or “click” instruction
• The app name

How many swipable images or videos can you include in a Carousel Ad?

• Up to 6
• Unlimited up to maximum 1GB
• Always 3, no more or less
• Up to 3

How can you define and reach the target audience for your app installs campaign?

• Select all filters to narrow the field to as small an audience as possible.
• Maximize your use of demographic targeting.
• Apply selected filters that progressively narrow the field and then overlay data.
• Only filter by the keywords used in your campaign.

What is an app install ad?

• An ad format that allows you to deliver the most relevant product to the right customer at the right time.
• A promoted ad that allows you to enhance your app with premium video content from the most relevant publishers..
• An ad format designed to increase visibility and can be used to promote an app to a targeted audience to build awareness and attract new followers.
• A promoted ad that allows you to reach the audiences most likely to download your app.

Which of the following will enable you to manage conversions to track and send you events and attribution data?

• Quick promote
• X Pixel helper
• Media studio
• Mobile measurement partner

Which bidding strategy would you choose to auto-optimize to get the best results at the lowest price within your App Install campaign budget?

• Target bid
• Maximum bid
• Automatic bid
• All options will auto-optimize

How do you choose the app you want to promote in your campaign?

• Use the drop down selection tool in the ‘ad group details’ tab.
• Add the app name as a keyword in the ‘targeting features’ section.
• Target mobile operating systems in the ‘targeting features’ section.
• Type the app name into the ‘campaign name’ field.

What feature can you use to help you discover and reach audiences on X that are most likely to install?

• Amplify
• Automated targeting
• Product drops
• Polls

Which of the following is a potential way to improve the efficiency of your app install campaign?

• Exclude Custom Audiences of existing app users.
• Target the same or similar audiences across campaigns to maximize exposure.
• Aim for multiple campaigns per device (iOS or Android) per country.
• Broaden your target audience to include new demographics

What is the “Learning Period”?

• The end of a campaign when all data is collated and analyzed to evaluate campaign success.
• The first few days of a campaign, when data is analyzed to find the best users for your ads.
• The period of time between campaigns, where lessons learned are fed forward.
• Analysis activities that take place during the remaining campaign window after initial reporting is finalized.

Which of the following is used to collect, organise, and standardise app data to assess campaign performance metrics?

• Mobile measurement provider (MMP)
• Marketing mix modelling (MMM)
• Privacy-enhancing technologies (PETs)
• Personal Information Management System (PIMS)

During the mobile measurement process, which of the following happens last?

• The install is attributed to the ad source when there is a match to the original click.
• The MMP server registers the app open and looks for a match based on the last click registered.
• The data is displayed for you or sent via callback.
• The app is opened, triggering the MMP SDK.

What is Marketing Mix Modelling (MMM)?

• A comparison of data generated from by different marketing models for the same campaign.
• A campaign strategy that combines different marketing models.
• A mixed-method, qualitative evaluation of campaign performance.
• A means to calculate the impact of marketing activities on business outcomes using statistics and other influences.

What does the ABC of best practices describe?

• The stages of the Learning Period
• Audience, Bids and Budgets, Creative
• Attraction, Buy-in, Confidence
• Text formatting standards

How is an ad’s quality score determined?

• By taking factors like resonance, relevance, and recency into account.
• It is based on previous campaign data, to estimate potential success.
• Market data is used to measure interest and demand associated with your product or service.
• Ads that have been running for longer are considered higher quality.

You spend $50 on 10,000 impressions. What is the Cost per mille (CPM)?

• $10 CPM
• $4 CPM
• $8 CPM
• $5 CPM

You spend $1500 per new user on day 1 of your campaign. You have a goal of hitting 10% ROAS by day 5. How much do you need to generate from each user by the end of day 5 to achieve your ROAS goal?

• $100
• $15
• $150
• $10

How do you calculate Click-Through Rate (CTR)?

• Conversions / Clicks x 100
• Cost per Purchase - Total spend/total purchases
• Clicks / impressions x 100
• Spend / (impressions/1000)

What is the conversion rate (CVR) for 10 conversions and 500 clicks?

• 5%
• 10%
• 1%
• 2%

A Lifetime Value (LTV) formula is based on which two factors?

• User spend rate and the average lifetime duration of users with the company.
• User spend rate and campaign duration
• The conversion rate (CVR) and the average lifetime duration of users with the company.
• The total number of new users gained during the campaign and average user spend rate

Which of the following data would you be able to explore via Audience Details?

• Devices used
• Changes made to ad group
• Language and locations

Which metrics section enables you to add Post ID and media type as custom columns for easy filtering and sorting?

• Breakdown by creative
• Breakdown by placement
• Activity history
• Breakdown by device

Which metrics section displays changes made to your campaign or ad group, and which optimizations were made and by whom?

• Breakdown by creative
• Activity history
• Breakdown by device
• Audience details

What are custom metrics?

• A set of default metrics based on common campaign objectives.
• An algorithm used to automatically tailor and target audiences.
• A report showing all results, cost per result, and result rate - by objective.
• A way to monitor data that is relevant to your campaign objectives.

What is a tracking software development kit (SDK)?

• A code package installed in your mobile app that can measure events related to app installs.
• An app store analytics feature for advertisers
• A data visualization tool in X Ads Manager.
• A set of programming guidelines for app developers.

When would click-through attribution credit be given?

• When conversion targets have been met
• When a user clicks on the ad and takes action later.
• When a user sees the ad and takes action afterward.
• Whenever a user clicks on the ad

What is “attribution” in performance advertising?

• A system in which you assign credit to different advertising partners and platforms for driving conversion.
• An agreement with other X account holders to include their handle or hashtag in an ad campaign.
• A legal requirement to credit authors and artists of content used in your campaign.
• A method of tracking conversions associated with a particular hashtag.

What do you have to do before the SDK in your app will send conversion events to your X Ads account?

• Contact a specialist in the X Ads Help Center for personalized support.
• Be running at least 20 ad groups at a time.
• Choose a MACT partner and set up your app to track installs and events according to their support documentation.

Under which attribution model would all associated advertising partners be credited equally?

• Position-based
• Last touch
• Multi-touch
• First touch

What is the technical term for “an allowable period between the moment someone viewed or clicked on your ad and the moment they took action, in which an advertiser believes there was a causal relationship”?

• Attribution timeline
• Attribution window
• Campaign parameters
• Conversion journey

Why is conversion data less reliable in the first 24-48 hours of when impressions are served?

• User behaviours are less predictable at the start of a campaign.
• No data is gathered in the first 24 hours of a campaign.
• Initial real-time feedback is based on estimations and may fluctuate until reporting is finalized.
• Some features of the X conversion reporting UI are not active during the first 48 hours of any campaign.

Which element of a creative campaign should be developed first?

• the data
• the technology
• the insights-based creative idea

Among the case studies we reviewed, what brand challenged Twitter users to an interactive “scroll race?”:

• Glade
• Mountain Dew
• Adidas UK
• Burger King

What is media innovation?

• being the first to integrate the latest technological developments into your campaign
• finding new and interesting ways of doing things, and finding a solution that matches a need
• developing groundbreaking technological tools

In Activision’s case study, the backbone of their successful Warzone campaign was:

• ts video content had an unusually high production value
• its ability to deliver a personalized report to every player in a matter of seconds
• it was the first brand to gamify Twitter

Your campaign goal is customizing video at scale. Which of the following choices is the most likely API solution?

• digital carting for CPG
• lead capture: custom mobile landing pages
• branding: custom mobile landing pages
• video personalization

In our case study, PedidosYa worked with an API Partner to develop a highly targeted campaign using:

• Video Ads
• Carousel Cards
• Animated GIFs
• Twitter Audience Platform

API Marketing Partners assist with the following goals: (select all that apply)

• drafting inspirational content
• campaign management
• audience targeting
• creative ad experiences
• advertising analytics
• brand voice conception

Thinking back to our case studies, what percentage of people on Twitter believe brands should affect positive change in society?

• 99%

• 41%
• 81%
• 61%
• <1%

When your brand connects with what’s happening on Twitter, you can see lifts in: (select all that apply)

• purchase intent
• message association
• brand preference
• brand awareness

Leading brands are more likely to evoke an emotional response in their audiences by a factor of:

• 8X
• 5X
• 2X

For more customized research or analysis that gives you a deeper understanding of how Twitter users really think and feel, consider working with:

• Twitter’s in-house audience insight team
• other Twitter users
• an independent consultant

Twitter Advanced Search allows you to:

• find an API Partner to meet your campaign’s technological needs -search, segment, and filter Twitter’s Tweets and profiles
• protect your brand by participating in conversations anonymously

Which of the following are components of the OUI Framework? (select all that apply)

• Initiate
• Utilize
• Ideate
• Understand
• Obtain
• Observe

The best time to bring the in-house audience insight team into a campaign is:

• simultaneously with the campaign launch
• at the conclusion of the campaign
• before the brand initiative kicks off
• after the brand initiative kicks off

In our case study, no name’s Twitter handle isn’t a typical marketing channel primarily because it is a destination for:

• reliable information and breaking news
• entertainment and conversation
• the best deals and promotions of their products

When it comes to conversation on Twitter, successful brands:

• join existing conversations and inspire new ones
• always use the full character limit to express themselves more clearly
• keep it professional by avoiding engagement
• interact exclusively with other brands

The number one reason people come to Twitter is:

• to see what’s happening
• news
• gossip & entertainment
• culture
• making money

A distinct brand voice allows your brand to: (select all that apply)

• speak with personality
• generate and join conversations
• offer discounts
• connect with culture

The attitudes, tone, and substance of your brand’s content should be:

• in line with the latest trends
• sassy but relatable
• reflective of everything your brand stands for

What are the essential elements of effective brand voices? (select three)

• real-time
• authenticity
• conversational
• wit
• emojis

When defining your brand voice, first consider the brand’s:

• origin, journey, and destination
• Vision, Mission, Values
• goals, plan, and results

In our case study, no name’s brand voice stands out because of its:

• witty, deadpan style
• optimistic, cheerful style
• eloquent, elevated style

What are three key strengths that characterize Twitter’s audience?

• targeted, character, community
• growth, influence, community
• growth, insights, conversation
• growth, impact, community

What are custom metrics?

• A way to monitor data that is most important to you
• An algorithm used to tailor and target audiences automatically
• A customized report showing all results by objective
• A set of default metrics based on common campaign objectives

Which metrics section shows the changes made to your campaign, which optimizations were made, and by whom?

• Activity history
• Audience details
• Breakdown by creative
• Breakdown by device

How do you apply particular metrics in X Ads Manager that aren’t the standard default options?

• Choose the metrics that are important to you in Metrics > Customize Metrics
• Plug in a 3rd party metrics tool
• Create a bespoke report in Analytics
• Adjust the algorithm to include all metric fields

Which of the following data could you explore within Audience Details?

• Post Engagements
• Website Conversions
• Language and locations
• Ethnicity

Which metrics section allows you to add Post ID and media type as custom columns for easy filtering and sorting?

• Breakdown by placement
• Breakdown by creative
• Breakdown by device
• Activity history

Which of the following can’t you do in the custom metrics window?

• Change Column Order
• Add Metrics
• Delete Metrics
• Add a new funding source

Which ad group goal means that your ad is shown to people who are most likely to visit your website?

• Link Clicks
• Page Views
• Conversions

Website Traffic campaigns give you access to all X social and demographic targeting. True or False?

• True
• False

What is this called when you win an auction, and your ad is served to a person on X?

• Impression
• Auction Win
• Purchase
• Click through

What ad format allows you to showcase multiple products or promotions in a series of swipeable images or videos?

• Video Ads
• Image Ads
• Carousel Ads
• Text Ads

Which part of the marketing funnel do the objectives of a website traffic campaign sit?

• Consideration
• Awareness
• Conversion

Which bid strategy type allows you to choose exactly how much you are willing to pay for a link click?

• Target Bid
• Maximum Bid
• Automatic Bid

What is an X Pixel?

• A measurement solution that allows a direct, server-to-server connection to share conversion data with X.
• A piece of code that allows you to track individual actions on your website, such as purchases.
• The maximum time window chosen between a user interacting with your ad and a conversion event occurring on your website.
• A snippet of code placed on your website in order to track and measure the actions a user takes

What is one way you can verify your X Pixel?

• Website Plugin
• Pixel Helper Extension
• Google Analytics

What type of attribution window would credit X with conversions after a person reposts or replies to your ad?

• Post-view attribution window
• Post-engagement attribution window

Which of the following is not one of the available parameters you can use for your events?

• Value
• Description
• Currency
• Device

What are the two elements that make up the X Pixel?

• Web Tag and Event Tag
• Event Code and Base Code
• Web Code and Purchase Code

Where in your X Ads account would you go to set up your X Pixel?

• Creatives
• Campaigns
• Events Manager
• Analytics

Which attribution model grants all platforms a portion of the credit?

• Last Touch
• First Touch
• Linear Touch

Why is it important to understand which campaigns drove a user to take action on your website?

• To work out how much you need to pay
• To check if you’ve made any mistakes
• To understand the success of your campaigns and prove your advertising spend.

What does ROAS stand for?

• Return on attribution schedule
• Return on ad spend
• Revenue over ad saving
• Revenue objective and savings

What is attribution?

• Including another person or company’s account handle within an ad campaign.
• Copyright payments to artists for content used in a campaign.
• A method of tracking conversions associated with a particular hashtag.
• A system that credits different advertising platforms for driving conversion

What is the definition of click-through attribution?

• When a user clicks on your ad and takes action later
• When a user views your ad and takes action later
• Every time a user sees your ad
• When a user visits multiple platforms and then takes action

Suppose a user views three ads on three different platforms before taking action on your website. How many platforms can claim the conversion?

• 3
• 2
• 1

Why is it important to ensure that attribution windows are the same on all platforms?

• To count the overall traffic sent to your website
• To allow the platforms can talk to each other
• To verify your X Pixel
• To ensure that all platforms are being measured to the same standard.

Which one of these is not a dependency of site visit optimization?

• A video-based creative
• A site visit conversion event type
• Installation of the X Pixel
• Less than 256 active ad groups

What is Site Visits Optimization?

• A model dedicated to finding and serving ads to audiences most likely to visit your website at a lower cost.
• A reporting model which aggregates data on site visits.
• A model which allows you to analyse campaigns side-by-side
• A post-campaign analysis model which reports on ROI

How is Site Visits Optimization billed?

• CPM (Cost per mille) model
• CPL (Cost per lead) model
• CPA (Cost per acquisition) model
• CPC (Cost per click) model

How do you work out the cost per site visit with site visits optimization?

• Site Visits/Total Spend
• Site Visits/Total Impression
• Total Impressions/Site Visits
• Total Spend/Site Visits

What campaign objective should you choose for Site Visits Optimization?

• Video Views
• Website Traffic
• App Installs
• Pre-Roll Views

Which of these tips is recommended for successful creatives?

• Create just one post and reuse it
• Do not ask questions in your creative
• Include rich, engaging media
• Include a range of call to actions

What type of bid is the recommended best practice for most campaigns?

• Automatic Bid
• Target Bid
• Maximum Bid

When thinking about targetting, what would be considered a restrictive targeting option?

• Keywords
• Platform
• Events
• Interests

What does the tip, the three R’s, stand for when creating strong, eye-catching creatives?

• Reputation, Reliability, Results
• Resonance, Results, Reputation
• Reputation, Relevance, Results
• Resonance, Relevance, Recency

Video is a highly impactful ad type. Which of these tips is not one of our tips for video creatives?

• Keep them short and simple
• Aim for a longer video format of 1-2 minutes
• Include visual cues (logo, captions etc.) to aid brand recall
• Include your product, showcase the brand and show human interaction

Which of the following combinations of targeting options would be considered the optimum for impressions?

• Devices, Language and Gender
• Devices and Language
• Devices, Language, Gender and location
• Devices

What determines an ad’s quality score?

• The length of time that your tweet has been running for
• Market data measures demand for your product or service
• A combination of the resonance, relevance, and recency of the ad
• revious campaign data

How do you know if your X Pixel is implemented correctly?

• The landing page views in Events Manager will show as Active
• The X Pixel in Events Manager will display a blue tick next to it
• The Site Visits Event in Events Manager will show as Active
• The Site Visits Event in Events Manager will show as No Recent Activity

What measurement method allows you to see lost attribution caused by the App Tracking Transparency Framework (ATT)?

• Aggregated Measurement
• Accumulated Data Measurement
• Combined Measurement
• Aggregated Evaluation

How has the App Tracking Transparency Framework (ATT), introduced by Apple in 2020, affected advertisers?

• It has meant that a user’s Identifier for Advertisers (IDFA) is completely blocked so there is no tracking available
• It has allowed advertisers to track more data about the user
• It has meant permission for tracking has to be sought, so it has led to a significant decrease in the number of identifiable users.

X Pixel is made up of which two parts?

• Universal Code and Single Code
• Single Event Tag and Multi-page Tag
• Base Code and Event Code
• Universal Tag and Purchase Tag

Where will you find the X Pixel in your X Ads Manager?

• Campaigns > Ads Manager
• Analytics > Account Home
• Tools > Event Manager
• Tools > Audiences

Results for Aggregated Measurement for performance campaigns can vary, but what percentage increase in attributable page view conversions was seen when reporting in this way?

• 15%
• 5%
• 31%
• 23%

To use the partner-provided Campaign Manager 360 (CM360) to measure results, you need to:

• Create a bespoke report in ads manager analytics
• Attach the CM360 tool to your Google Analytics account
• Place the CM360 impression tracking URL into the campaign form in Ads Manager
• Place the CM360 impression tracking URL on your website

Which of these metrics can’t you track in your Ads Manager dashboard?

• Engagement Rate
• Results (i.e. link clicks)
• Total Spend
• Hashtag Performance

Which of these is a method of measuring the results of Website traffic and Sales campaigns?

• Events Manager Reports
• Google Analytics
• KPI Manager
• X Pixel

In measurement terms, what is the definition of impressions?

• This is the number of impressions for your ads divided by the number of results
• This is how many times people on X have seen your ads
• This is the average amount you are paying for each relevant action a user takes
• Total campaign spend for the period selected

Where in the Ads Manager dashboard can you select the conversion event types you want to view?

• Metrics > Customize Metrics
• Metrics > Website Traffic
• Metrics > Website Conversions

To measure the ROI of your campaigns and understand how much a user has spent on your website, which event type should you use?

• Sign-Up
• Site-Visits
• Purchase
• Downloads

What is an X Pixel?

• A piece of code that allows you to track individual actions on your website, such as purchases.
• The maximum time window chosen between a user interacting with your ad and a conversion event occurring on your website.
• A snippet of code placed on your website in order to track and measure the actions a user takes
• A measurement solution that allows a direct, server-to-server connection to share conversion data with X.

Site Visits Optimization works behind the scenes to reach qualified audiences to drive traffic to your website. True or False?

• True
• False