Social Media Marketing Technology & Digital Applications 5 — Questions and Answers
Question 1: What does the Meta Conversions API (CAPI) transmit, unlike the browser-based Meta Pixel?
- Creative performance scores for automated optimization
- Server-to-server conversion events that bypass browser limitations (Correct answer)
- Real-time audience size estimates for ad sets
- Attribution data directly from Google Analytics
Correct answer: Server-to-server conversion events that bypass browser limitations
CAPI sends conversion events directly from a brand's server to Meta's servers, avoiding browser ad blockers and iOS 14+ tracking restrictions.
Question 2: A marketer uses 'Frequency Capping' in a social media ad campaign. What does this setting control?
- The maximum bid amount per impression
- The maximum number of times one user sees the same ad within a set period (Correct answer)
- The total number of creatives that can be uploaded per ad set
- The minimum audience size required to run a campaign
Correct answer: The maximum number of times one user sees the same ad within a set period
Frequency capping limits ad exposure per unique user within a defined time window to prevent ad fatigue and wasted impressions.
Question 3: Which open standard allows social media share buttons to control the preview image, title, and description that appear when a URL is shared?
- Schema.org Microdata
- Open Graph Protocol (OGP) (Correct answer)
- Canonical URL tags
- AMP (Accelerated Mobile Pages)
Correct answer: Open Graph Protocol (OGP)
Open Graph meta tags (og:title, og:image, og:description) tell social platforms exactly what content to display when a URL is shared in a post.
Question 4: YouTube's TrueView In-Stream ads allow viewers to skip after 5 seconds. Advertisers are charged only when a viewer does what?
- Sees the first frame of the ad
- Watches at least 30 seconds or the full ad, or clicks the ad (Correct answer)
- Scrolls past the ad in their feed
- Shares the ad with another user
Correct answer: Watches at least 30 seconds or the full ad, or clicks the ad
TrueView ads use a cost-per-view model where a 'view' is counted only when the user watches 30 seconds (or the full ad if shorter) or interacts with it.
Question 5: What is 'social listening' technology primarily designed to do?
- Automatically respond to customer comments using AI chatbots
- Monitor and analyze brand mentions, keywords, and trends across social platforms in real time (Correct answer)
- Schedule posts at times when audience engagement is highest
- Generate hashtag suggestions based on current trending topics
Correct answer: Monitor and analyze brand mentions, keywords, and trends across social platforms in real time
Social listening tools crawl public social media content to track brand mentions, sentiment, competitor activity, and emerging trends at scale.
Question 6: Which targeting method uses a hashed customer email list uploaded to a platform to find existing customers in its user database?
- Lookalike Audience
- Behavioral Targeting
- Customer Match / Custom Audience (Correct answer)
- Contextual Targeting
Correct answer: Customer Match / Custom Audience
Customer Match (Google) and Custom Audiences (Meta) match hashed email addresses from a CRM upload to platform user profiles for precise retargeting.
Question 7: What is 'deep linking' in the context of social media mobile advertising?
- Embedding hidden SEO keywords into ad descriptions
- Directing users from an ad directly into a specific screen inside a mobile app (Correct answer)
- Linking multiple ad sets together for sequential storytelling
- Using AI to predict which ad format will perform best
Correct answer: Directing users from an ad directly into a specific screen inside a mobile app
Deep links use URI schemes or universal links to send users who tap an ad directly to a specific in-app location rather than the app's home screen.
Social Media Marketing Technology & Digital Applications 5
What does the Meta Conversions API (CAPI) transmit, unlike the browser-based Meta Pixel?