Media Buyer Skills Quiz

Thank you for your interest in taking this quiz.

This quiz is designed to assess a media buyer’s strategic, creative, technical, and analytical skills specifically within Meta Ads for e-commerce or direct-response campaigns—including conversion focused efforts like purchases or lead generation.

It is not intended for brand awareness buyers or upper funnel only campaigns.

The quiz ensures that agency team members have the knowledge and decision making ability to drive consistent results across campaign setup, optimization, creative testing, attribution, and client communication.

Passing the quiz and a follow-up scenario interview qualifies buyers for a Verified Foxwell Badge and listing on our website, signaling trust and performance to potential clients.

This quiz takes 30 minutes or more to complete and should be completed without interruption.

There are 5 sections and each section has 10 questions with a total point value of 20 points per section. 100 points equals a perfect score.

SECTION 1: Campaign Setup & Strategy
SECTION 2: Creative Testing & Strategy
SECTION 3: Bidding & Optimization
SECTION 4: Measurement, Tracking & Attribution
SECTION 5: Client Communication & Reporting

When you are ready to begin, hit the NEXT button in the lower right corner.

SECTION 1:

Campaign Setup & Strategy (10 Questions)

1. You’re launching a $20K/month budget for a new product. How would you structure campaign objectives to balance reach and conversion? *

A) Traffic for top funnel, then switch to Sales mid-month

B) Run Sales objective with broad audience and Advantage+ Shopping

C) Use Reach with ABO ad sets based on interest splits

D) Run Sales objective with very specific interest targeting to give Meta an idea of your target customer

2. What signals would you look for to launch a new Advantage + Shopping Campaign when an account has been getting fairly consistent performance? *

A) When CPA rises and frequency increases

B) After 50 purchases

C) Once they have 5 ad sets that work

D) When catalog is synced

3. When would you use ABO over CBO in a prospecting campaign? *

A) When testing new hooks and angles across creatives

B) When you need equal budget control across ad sets

C) When your total budget is below $500

D) When using only static ads

4. A client with low data (under 50 purchases/week) needs signal fast. What should you do? *

A) Use ASC only

B) Launch a sales campaign with one broad ad set

C) Build out 6 interest stacks in separate ad sets

D) Test Video View objective first

5. What’s the risk of splitting campaigns by gender when the product is unisex? *

A) Budget will be evenly split

B) Higher frequency on both sides

C) You limit algorithm optimization and fragment data

D) Men may get fewer impressions

6. A niche brand insists on micro-targeting interests. What are the trade-offs compared to using broad audiences instead? *

A) Higher CPM but better results

B) Increased control and scale

C) Lower CAC due to precision

D) Limited scalability and weaker delivery

7. When is it best to use Performance Goal Optimization (PGO)? *

A) For lead generation only

B) When you have historical conversion data to optimize against

C) When launching a new pixel

D) Only on ASC campaigns

8. What steps would you take if an ASC campaign is cannibalizing branded search traffic? *

A) Turn it off as it is skewing your numbers

B) Tighten your exclusions and consider using click only optimization if you aren’t already

C) Add more ads to it so it reaches more different user segments

D) Scale it

9. When should you isolate placements (e.g. IG-only) instead of using Advantage+ placements? *

A) When video view rates are low

B) To match influencer campaign touchpoints

C) If one placement is getting a significant amount of spend without equal performance

D) When using DPA

E) B & C

F) C & D

G) All of the above

10. What naming convention best supports campaign scaling? *

A) Campaign1, Adset1, Ad1

B) [Objective][Audience][Other specific information you're testing or reporting on]_[Date]

C) Product1, Product2

D) Top, Middle, Bottom

SECTION 2: Creative Testing & Strategy (10 Questions)

11. You’re testing 3 new creators, each with 2 hook variations and the same body video (2 deliverables each), 6 total assets. How should you structure the test to identify top performers quickly with accurate data/reporting? *

A) One ad set per creator with both hooks mixed

B) Combine all creators and hooks into one ad

C) Use Dynamic Creative to test all variations in one ad set

D) Have a robust naming convention to determine one creative from the next, and add to the same ad set with enough spend to where all 6 have the opportunity to be successful.

12. A video ad has spent more than 5x the account average CPA, has a CTR 0.6%, Thumbstop Rate of 14%, and zero conversions. What’s likely the issue? *

A) Poor hook or visual pacing

B) Budget is too low

C) Placement mismatch

D) Captioning error

13. An ASC is driving great ROAS but spends 90% on one creative. You're not currently prioritizing creative testing, and your main goal is performance, efficiency, and scale. What do you do? *

A) Leave it as is

B) Force even delivery across all creatives

C) Analyze that top creative and make variants to test

D) Turn off ASC and run manual testing

14. Your e-commerce client sells protein powder for busy moms. Which hook is most likely to perform for UGC? *

A) “This powder builds muscle fast”

B) “Mom life is chaotic. This helps.”

C) “Our product is 100% organic”

D) “Doctor recommended formula”

15. Which format is most effective for TOF UGC ads? *

16. An image ad with the flatlay product on white background has high CPM, low CTR. What creative change should you test first? *

A) Branded product video

B) Lifestyle or UGC photo with the product

C) Add 5-star review on the image

D) Try text overlays

17. A 30-second ad has a Thumbstop rate of 45%, but low hold rate, low CTR, and low total number of conversions after at least 5x the CPA in spend. What’s your next move? *

A) Swap hook, leave CTA

B) Analyze hold rate and adjust video pacing, then relaunch

C) Test CTA variations

D) Add music

18. A client insists on long videos, but your 15-sec UGC cut is outperforming. How do you explain and defend scaling shorter assets? *

A) Present performance data comparing short vs. long video results and recommend continued testing

B) Do further analysis to see if different audience segments or demographics are responding differently to different length videos and continue testing

C) Let the client decide and keep both running equally

D) Recommend long videos only in middle-funnel campaigns

E) Shift budget silently to short-form without informing client

F) A & B

G) All of the above

19. What’s more important when testing creatives? *

A) Total number of assets

B) Testing one variable at a time

C) Running multiple angles per ad set

D) Testing one format only

20. Your retargeting ads are underperforming. You have one testimonial and one promo-focused ad. What creative direction would you test next? *

A) Run product demo videos using UGC

B) Show behind-the-scenes or brand values content

C) Use top-performing TOF hook with a strong CTA

D) Test static quote graphics from real customers

E) All of the Above

SECTION 3: Bidding & Optimization (10 Questions)

21. A high-spending ASC is driving strong top-line revenue but CAC is 30% above target. What’s your first step? *

A) Pause the campaign

B) Analyze audience delivery and creative performance

C) Raise the budget to stabilize results

D) Add exclusions for existing customers

E) Check your blended CAC/MER, and if it is below target leave as is for as long as that is the case.

F) B & E

G) C & D

22. What’s your strategy to scale a $1K/day campaign without tanking performance? *

A) Increase budget by 50% and monitor for 3 days

B) increase budget 15-20% every 48-72 hours if ROAS holds

C) Launch a new campaign with double the budget

D) Duplicate the campaign with new audiences weekly

23. If you have tried adding fresh creative but performance still isn’t good in an ad set that has a strong history of performance, what should you do? *

A) Kill if it hasn’t converted in 24 hours

B) Duplicate if audience worked before but performance dropped

C) Kill when budget is spent fully

D) Duplicate after 5 days no matter the result

24. A Cost Cap campaign is underspending. What are 3 adjustments you could make before turning it off? *

A) Lower the cost cap, change optimization event, or narrow audience

B) Increase the cost cap, broaden audience, or switch to highest volume bidding

C) Reduce creative volume, lower daily budget, or restrict placements

D) Add exclusions, remove Advantage+ placements, or shorten attribution window

25. What metrics help you decide if a drop in ROAS is due to creative fatigue/audience saturation? *

A) Link CTR, frequency, Thumbstop rate, CPM

B) CPM, ATC rate, number of ad sets

C) CTR, CPC, impression share

D) Budget, placements, CPM

26. A brand wants to test international markets with $5K/month. What bidding and placement strategy would you recommend? *

A) Use ASC on Campaign budget with manual placements and cost cap

B) Run ABO with stacked interests and 7-day click

C) Use lowest cost bidding with Advantage+ placements

D) Start with TOF Reach campaigns with IG Stories only

27. You see 4x ROAS on 1-day click attribution, but only an additional 1.3x on 7-day click. How do you interpret this? *

A) The pixel is broken

B) Purchases are delayed due to long buying cycle

C) Users are converting quickly—suggests it is a low AOV/low consideration product

D) You aren’t doing enough re-targeting and/or marketing to existing customers.

28. What signals need to be in place in order to raise budget aggressively during scaling? *

A) Low CPM and any CTR

B) Strong ROAS for 5-7 days, stable CPA, consistent conversion volume

C) ROAS spike on one day

D) New creative launch

29. How would you balance risk/reward when scaling a new product with no prior Meta data? *

A) Launch 5 campaigns with different objectives

B) Run influencer traffic first, then ads

C) Use retargeting only

D) Start small with broad audience ASC and analyze creative fast

30. How do you use Delivery Insights and Breakdown tabs to diagnose underperformance? *

A) Only check Delivery Insights if performance is good, not when diagnosing issues

B) Look only at age and gender data

C) Monitor audience overlap, existing/engaged/new customer spend and performance breakdowns, impressions by placement, device, and demo to spot inefficiencies

D) Focus on engagement rate only

SECTION 4: Measurement, Tracking & Attribution (10 Questions)

31. What’s the first thing you’d check if Meta shows 8 purchases, but Shopify shows 20 having come from Meta ads? *

A) Attribution window settings and pixel firing setup

B) CPM and CTR differences

C) Shopify theme performance

D) Meta budget pacing

32. A client uses Triple Whale and is confused why Meta ROAS is higher. How do you explain it? *

A) Meta inflates performance results deliberately while Triple Whale typically under reports.

B) Triple Whale isn’t using UTMs correctly

C) Meta uses modeled attribution, while Triple Whale uses stricter last-click matching

D) Triple Whale’s pixel takes longer to load and therefore misses conversions that take place over slower internet connections.

33. When does 1-day click attribution offer more useful insights than 7-day click? *

A) When campaigns have long buying cycles so you can understand how well your funnel is working.

B) When performance changes quickly and you need fast feedback for scaling or creative testing

C) When using post-purchase surveys so you don’t need the 7-day click data.

D) When evaluating influencer lift only

34. What is the role of CAPI Gateway or Server-Side GTM in today’s tracking setup? *

A) They help create dynamic product feeds for Advantage+ Shopping that allow for more personalization in your ads.

B) They replace the Meta pixel entirely

C) They improve event reliability and reduce signal loss due to browser restrictions and iOS changes

D) They only benefit Google Analytics users as Google Analytics will under-report conversions.

35. What is MER, and how do you explain its value vs platform ROAS? *

A) It’s Meta Engagement Rate, useful for creative testing so you can understand what hooks are most effective.

B) Media or Marketing Efficiency Ratio—total revenue ÷ total ad spend; more holistic than platform ROAS

C) Monthly Ecommerce Revenue, an important metric for business owners who need to understand how much cash flow they have.

D) Meta Efficiency Return, only used in CAPI setups

36. You’re launching a BFCM sale and have previously tested and seen success with both 1-day click and 7-day click attribution windows. What attribution window should you choose? *

A) 1-day click for fast signal and aggressive optimization

B) 7-day click to capture delayed buyers

C) 28-day view for maximum conversion credit

D) 1-day view to make sure you are capturing your younger users.

37. What’s your workflow to check UTMs and pixel events before launching a new ad set? *

A) Launch first and troubleshoot if you notice that 3rd party tools appear to be under reporting performance.

B) Use Meta Event Tester, preview ads, and click through to verify UTM parameters and event triggers

C) Only test UTMs via Google Analytics as UTMs are only used in Google Analytics.

D) Use automated rules to detect broken links post-launch

38. A client is frustrated that conversions aren’t matching up with Google Analytics. What are the possible causes? *

A) Google Analytics underreports due to cookie loss, attribution window mismatch, dependence on last click attribution and modeled conversions in Meta

B) Google Analytics underreports because Google and Meta are competitors and Google biases towards their own ad products in their reporting.

C) GA tracks everything perfectly and Meta inflates data by giving itself credit for conversions that Google actually drove.

D) Ad blockers prevent Google Analytics from counting traffic from existing customers.

39. Meta-reported ROAS is tanking but the business is growing. What’s your framework to reconcile this? *

A) Trust platform data and pull back spend as Meta platform data is more predictive of future results than business growth is.

B) Pause ads until attribution aligns

C) Compare MER, use post-purchase surveys, and blend first-party attribution with platform data

D) Divert spend away from Meta ads and into Google Ads as Google better captures demand.

40. Your Meta ROAS is 3.5x, but Northbeam shows 1.7x. How do you explain the gap? *

A) One of them is right and one of them is wrong.

B) Meta over-attributes, Northbeam uses stricter matching

C) Meta and Northbeam use different attribution windows.

D) One is using last-click only

SECTION 5: Client Communication & Reporting (10 Questions)

41. A client wants to triple budget on a 1.5x ROAS campaign. What is your advice to the client? *

A) We should wait until ROAS is at least 2.0 because Meta scales more reliably at a ROAS of 2.0 or higher.

B) We should turn everything off and start over at the new budget level so we can more quickly achieve their goals.

C) Rapid budget increases can create volatility so we should scale gradually to maintain performance.

D) They should prepare to make triple the amount of sales they are currently making so make sure they have the inventory to handle that.

42. What should you include in a weekly report to a founder-level DTC client? *

A) Only ROAS and spend, founders just need to understand the bottom line.

B) Performance summary, insights, upcoming tests, and business impact

C) Link clicks and CTR only as they will be most concerned with getting traffic to their sites.

D) Reporting metrics by funnel step, TOFU, MOFU and BOFU.

43. A client wants performance guarantees. How do you respond? *

A) Agree as long as they commit to providing you with lots of creative

B) Set minimum spend thresholds first

C) Explain that guarantees aren’t ethical or realistic in media buying due to platform variability

D) Agree only as long as you have achieved similar results for other clients so you know you can do it.

44. A client prioritizes scale, but their site is converting at 0.7%. What’s your messaging around media buying limitations? *

A) Blame their CRO team for not being able to scale effectively.

B) Recommend switching off ads with high CTRs but low CVRs.

C) Talk about the impact of a low site conversion and propose testing landing page improvements

D) Recommend making sure you get lots of UGC creative so you can scale more effectively.

45. Meta performance is down, but brand search volume and overall revenue are up. How do you frame this in reporting? *

A) Meta isn’t working and needs to be refreshed completely

B) Say Google Ads is outperforming Meta and to scale spend there immediately

C) Show lag attribution impact and explain full-funnel value of paid social

D) Focus on CPM trends only

46. How do you present learnings from a failed creative test in a way that builds trust? *

A) Avoid sharing failed data as failed tests provide no useful learnings.

B) Share the best metrics from the test to demonstrate progress.

C) Frame as discovery, share what didn’t work, and plan new angles

D) Focus on how similar tests have worked for other clients.

47. A client wants Meta ROAS to match Amazon’s. What’s your explanation on attribution and funnel differences?

A) Amazon and Meta are direct response twins

B) Meta drives upper-funnel demand; Amazon captures demand

C) Meta will always be worse because Amazon offers free two day shipping

D) Ignore the comment

48. How do you align client expectations during testing windows with low spend and inconclusive data? *

A) Increase spend so you get usable data to report back to the client, the more data you can present the more the client will trust you.

B) Explain purpose of testing phase, time and spend required, and how insights will guide next steps

C) Inform them that as this is a test we should not expect it to perform very well.

D) Only share final results

49. A founder insists on approving every ad. How do you balance speed, testing, and collaboration? *

A) Comply because the client is always right.

B) Push back aggressively because speed is important for effective Meta ads campaigns.

C) Propose batching reviews and using a shared ad bank for quick swaps

D) Push back aggressively because clients aren’t as informed on Meta best practices as you are.

50. What’s your framework for quarterly strategy planning with long-term clients? *

A) Review what didn’t work only because there is more to learn in failure than in success.

B) Recap performance, set goals, align campaigns with business milestones, and outline testing roadmap

C) Skip it unless they ask

D) Only share a deck

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