Twitter Website Traffic Campaign Specialist Assessment Answers 2024

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

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

Correct Answer :

• Choose the metrics that are important to you in Metrics > Customize Metrics

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

1. The Site Visits Event in Events Manager will show as Active
2. The landing page views in Events Manager will show as Active
3. The Site Visits Event in Events Manager will show as No Recent Activity
4. The Twitter Pixel in Events Manager will display a blue tick next to it

Correct Answer :

• The Site Visits Event in Events Manager will show as Active

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

1. Total Spend/Site Visits
2. Site Visits/Total Spend
3. Total Impressions/Site Visits
4. Site Visits/Total Impression

Correct Answer :

• Site Visits/Total Spend

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

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

Correct Answer :

• It has meant permission for tracking has to be sought, so it has led to a significant decrease in the number of identifiable users.

How is Site Visits Optimization billed?

1. CPC (Cost per click) model
2. CPL (Cost per lead) model
3. CPM (Cost per mille) model
4. CPA (Cost per acquisition) model

Correct Answer :

• CPM (Cost per mille) model

In measurement terms, what is the definition of impressions?

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

Correct Answer :

• This is how many times people on Twitter have seen your ads

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?

1. 31%
2. 5%
3. 23%
4. 15%

Correct Answer :

• 31%

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

1. False
2. True

Correct Answer :

• True

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

1. 3
2. 2
3. 1

Correct Answer :

• 3

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

1. Site-Visits
2. Sign-Up
3. Purchase
4. Downloads

Correct Answer :

• Purchase

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

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

Correct Answer :

• Place the CM360 impression tracking URL into the campaign form in Ads Manager

Twitter Pixel is made up of which two parts?

1. Universal Tag and Purchase Tag
2. Single Event Tag and Multi-page Tag
3. Base Code and Event Code
4. Universal Code and Single Code

Correct Answer :

• Base Code and Event Code

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

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

Correct Answer :

• Aim for a longer video format of 1-2 minutes

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

1. True
2. False

Correct Answer :

• True

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

1. Text Ads
2. Carousel Ads
3. Image Ads
4. Video Ads

Correct Answer :

• Carousel Ads

What are custom metrics?

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

Correct Answer :

• A way to monitor data that is most important to you

or

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

Correct Answer :

• A way to monitor data that is relevant to your campaign objectives.

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

1. Web Tag and Event Tag
2. Web Code and Purchase Code
3. Event Code and Base Code

Correct Answer :

• Event Code and Base Code

What campaign objective should you choose for site visits optimization?

1. Pre-Roll Views
2. Website Traffic
3. Video Views
4. App Installs

Correct Answer :

• Website Traffic

What determines an ad’s quality score?

1. A combination of the resonance, relevance, and recency of the ad
2. The length of time that your tweet has been running for
3. Market data measures demand for your product or service
4. Previous campaign data

Correct Answer :

• A combination of the resonance, relevance, and recency of the ad

What does ROAS stand for?

1. Return on attribution schedule
2. Return on ad spend
3. Revenue over ad saving
4. Revenue objective and savings

Correct Answer :

• Return on ad spend

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

1. Resonance, Results, Reputation
2. Reputation, Relevance, Results
3. Resonance, Relevance, Recency
4. Reputation, Reliability, Results

Correct Answer :

• Resonance, Relevance, Recency

What is Site Visits Optimization?

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

Correct Answer :

• A model dedicated to finding and serving ads to audiences most likely to visit your website at a lower cost.

What is a Twitter Pixel?

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

Correct Answer :

• A snippet of code placed on your website in order to track and measure the actions a user takes

What is attribution?

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

Correct Answer :

• A system that credits different advertising platforms for driving conversion

What is one way you can verify your Twitter Pixel?

1. Website Plugin
2. Google Analytics
3. Pixel Helper Extension

Correct Answer :

• Pixel Helper Extension

What is the definition of click-through attribution?

1. When a user visits multiple platforms and then takes action
2. When a user clicks on your ad and takes action later
3. When a user views your ad and takes action later
4. Every time a user sees your ad

Correct Answer :

• When a user clicks on your ad and takes action later

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

1. Impression
2. Click through
3. Auction Win
4. Purchase

Correct Answer :

• Impression

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

1. Aggregated Measurement
2. Aggregated Evaluation
3. Accumulated Data Measurement
4. Combined Measurement

Correct Answer :

• Aggregated Measurement

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

1. Post-view attribution window
2. Post-engagement attribution window

Correct Answer :

• Post-engagement attribution window

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

1. Automatic Bid
2. Maximum Bid
3. Target Bid

Correct Answer :

• Automatic Bid

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

1. Keywords
2. Platform
3. Interests
4. Events

Correct Answer :

• Interests

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

1. Metrics > Customize Metrics
2. Metrics > Website Conversions
3. Metrics > Website Traffic

Correct Answer :

• Metrics > Customize Metrics

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

1. Analytics
2. Creatives
3. Campaigns
4. Events Manager

Correct Answer :

• Events Manager

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

1. Tools > Event Manager
2. Tools > Audiences
3. Campaigns > Ads Manager
4. Analytics > Account Home

Correct Answer :

• Tools > Event Manager

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

1. Page Views
2. Link Clicks
3. Conversions

Correct Answer :

• Page Views

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

1. Last Touch
2. First Touch
3. Linear Touch

Correct Answer :

• Linear Touch

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

1. Target Bid
2. Automatic Bid
3. Maximum Bid

Correct Answer :

• Maximum Bid

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

1. Breakdown by placement
2. Breakdown by device
3. Breakdown by creative
4. Activity history

Correct Answer :

• Breakdown by creative

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

1. Activity history
2. Breakdown by device
3. Breakdown by creative
4. Audience details

Correct Answer :

• Activity history

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

1. Add a new funding source
2. Add Metrics
3. Delete Metrics
4. Change Column Order

Correct Answer :

• Add a new funding source

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

1. Devices, Language, Gender and location
2. Devices, Language and Gender
3. Devices
4. Devices and Language

Correct Answer :

• Devices, Language and Gender

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

1. Tweet Engagements
2. Ethnicity
3. Language and locations
4. Website Conversions

Correct Answer :

• Language and locations

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

1. Currency
2. Device
3. Description
4. Value

Correct Answer :

• Device

Which of these is a method of measuring the results of website traffic campaigns?

1. Google Analytics
2. Twitter Pixel
3. KPI Manager
4. Events Manager Reports

Correct Answer :

• Twitter Pixel

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

1. Engagement Rate
2. Total Spend
3. Hashtag Performance
4. Results (i.e. link clicks)

Correct Answer :

• Hashtag Performance

Which of these tips is recommended for successful creatives?

1. Include rich, engaging media
2. Include a range of call to actions
3. Create just one tweet and reuse it
4. Do not ask questions in your creative

Correct Answer :

• Include rich, engaging media

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

1. Less than 256 active ad groups
2. A site visit conversion event type
3. A video-based creative
4. Installation of the Twitter Pixel

Correct Answer :

• A video-based creative

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

1. Consideration
2. Conversion
3. Awareness

Correct Answer :

• Consideration

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

1. To count the overall traffic sent to your website
2. To verify your Twitter Pixel
3. To ensure that all platforms are being measured to the same standard.
4. To allow the platforms can talk to each other

Correct Answer :

• To ensure that all platforms are being measured to the same standard.

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

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

Correct Answer :

• To understand the success of your campaigns and prove your advertising spend.