Media Buyer Skills 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 10-15 minutes 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

Click "Next" (bottom right corner) when you're ready to begin the quiz.

Great. Before we begin the quiz we will need a bit of information from you. Be sure to provide an accurate email address so we can promptly send you your certification once you have successfully passed the quiz. This is a great asset to share with employers and clients alike.

First Name *

Last Name *

Organization *

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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

Correct Answer: B

Explanation: Sales + Advantage+ Shopping helps build signals while letting Meta optimize conversion delivery efficiently. Traffic or Reach lacks intent.

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

Correct Answer: A

Explanation: Rising CPA and frequency indicate audience fatigue — ASC helps find new audiences using machine learning.

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

Correct Answer: B

Explanation: ABO allows precise control to avoid Meta auto-favoring winners before fair testing.

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

Correct Answer: B

Explanation: Consolidation in one ad set maximizes signal and exits learning faster.

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

Correct Answer: C

Explanation: Meta’s algorithm works best with large, undivided datasets; gender splits hurt delivery efficiency.

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

Correct Answer: D

Explanation: Micro-targeting restricts Meta's learning and often leads to poor delivery performance.

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

Correct Answer: B

Explanation: PGO relies on prior performance data to steer delivery.

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

A) Turn it off

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

C) Add more ads to it

D) Scale it

Correct Answer: B

Explanation: If your ASC is cannibalizing branded search this likely means you are reaching too many existing customers, getting too many view conversions, or both.

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

Correct Answer: E) B & C

Explanation: Only isolate when creative context demands it; otherwise, use Advantage+ placements for scale.

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

Correct Answer: B

Explanation: A structured naming convention helps track tests, scale what works, and pull insights.

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.

Correct Answer: D

Explanation: This setup allows all 6 creatives the opportunity to be successful, and all are similar from one to the next, so consolidating into a single ad set should help the algorithm understand delivery better.

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

Correct Answer: A

Explanation: Low CTR and short watch time usually point to weak first 3 seconds or confusing messages.

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

Correct Answer: C

Explanation: Lean into what’s working by iterating new versions of top-performing creatives.

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”

Correct Answer: B

Explanation: Messaging tailored to the emotional needs of your target audience typically drives stronger performance

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

Correct Answer: G) All of the above

Explanation: Creative variation and testing is key to see what resonates with different customers at different parts of the funnel. Every brand is also very different, so creative testing is crucial. All of these formats are relatable, which grabs attention and feels organic to the platform.

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

Correct Answer: B

Explanation: Contextual lifestyle visuals make the product feel useful and relatable and can be a vastly different type of creative to test against a flatlay on white background.

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

Correct Answer: B

Explanation: View rate and hold time help reveal drop-off timing and pacing issues.

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

Correct Answer: F) A & B

Explanation: Data-backed conversations foster trust and align decisions with performance. Demonstrating clear performance lift from short-form UGC while suggesting ongoing testing supports your case and invites collaboration.

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

Correct Answer: B

Explanation: Isolated variable testing gives clearer read on what moves performance.

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

Correct Answer: E) All of the Above

Explanation: All of these are great ways to diversify creative, especially for people who already know about the product/brand and need a little more information in order to convert.

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

Correct Answer: F) B & E

Explanation: Before making changes, you need to diagnose where the issue lies—whether it's creative fatigue, audience composition, or delivery imbalance. It could be good to also check account-level audience exclusions to make sure your audiences are defined properly (D), but since that's an account-wide check/change, and should be already correct, isn't the best option at this moment.

You also don't want to turn off this campaign right now, as it is performing well/at scale, so without having another campaign to replace its budget and performance, it would be better to optimize and improve this campaign than to turn it off/start again elsewhere, which could affect overall account performance negatively.

Additionally, if your blended CAC/MER are strong and this campaign is driving a significant amount of conversions it could be that platform metrics aren’t telling the entire story and this campaign should be left alone.

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

Correct Answer: B

Explanation: Scaling gradually with rules allows for consistency and avoids shocking the earning phase or destabilizing results. You can do this manually or with scheduled/automated rules.

The benefit of rules is that these increases/decreases will happen automatically and without checking the account, so could also happen on weekends or when an ad buyer is out. The benefit of doing this manually is that an ad buyer can take into context any intangibles or expected/upcoming performance changes (like weekends or holidays), as well as look at the performance with context of the rest of the account. They can then decide whether to scale on the lower end (10-15% every 72ish hours) or more aggressively (20% every 48 hours).

It's important to remember that each brand is different and may need to be treated as such, i.e. some brands have rules and some need a more human, hands-on approach.

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

Correct Answer: B

Explanation: If an ad set once performed well, re-testing it with fresh delivery can revive results. If pure duplication still does not work, you can also try new creative in the new, duplicated one. Kill when there’s consistent underperformance over a statistically significant amount of time and all other optimizations to the ad set have not worked.

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

Correct Answer: B

Explanation: If under-delivery is the issue, loosening constraints—like raising cap or expanding audience—helps increase spend opportunity.

Ideally only make one change at a time in order to determine which change actually fixed the problem/got the campaign to spend. When analyzing a cost cap campaign, look at DAILY spend vs. performance/ROAS.

If the cost cap campaign is underspending the set budget, but still spending something, raise the cap marginally (i.e. less than $1).

If the cost cap isn't spending its daily budget at all, raise the cap more aggressively (i.e. by 10-15% every 3 days if it is still not spending anything).

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

Correct Answer: A

Explanation: Rising frequency, falling CTR/view rates, somewhat abrupt CPM increases, and declining thumbstop rates usually indicate creative fatigue and/or audience saturation, requiring creative refresh or broader reach.

With ASCs and broad audiences as most advertising targeting on Meta, audience fatigue is harder to fix with broader audiences alone (the audience is already likely totally broad), so creative refresh IS the way to combat both creative fatigue and audience saturation and can be viewed as adjacent issues instead of totally separate issues to fix.

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

Correct Answer: C

Explanation: Broad delivery with lowest cost bidding and full placements allows Meta to find pockets of efficiency in unfamiliar markets.

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 performance is TOF heavy

D) Performance is better in Canada

Correct Answer: C

Explanation: High ROAS on 1-day but low on 7-day suggests quick conversions—great for TOF, but may under-deliver on longer buying cycles. This is common and a non-issue for low-AOV products, impulse purchases, and short buying cycle products or brands.

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

Correct Answer: B

Explanation: Sustained performance and signal density reduce risk of volatility when scaling aggressively. The higher the spend, the more data you have to make decisions faster, though no matter the spend, there still needs to be a time factor at play. Brands spending more may be able to see foundational consistency after 4-5 days, whereas smaller budget brands may need to wait 7-10 days to see statistically significant consistent performance data.

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

Correct Answer: D

Explanation: Broad targeting allows Meta to learn, and testing creative aggressively and quickly, likely off of soft metrics over hard metrics only builds signal as quickly as possible on a low-risk budget.

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

Correct Answer: C

Explanation: Breakdowns and insights reveal delivery patterns—essential for identifying where performance is being lost or where optimization is needed.

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

Correct Answer: A

Explanation: Mismatched attribution windows and incorrect or missing pixel setups are the most common causes of reporting discrepancies between Meta and Shopify.

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

B) Triple Whale isn’t using UTMs correctly

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

D) CPMs and CTR are different between the platforms

Correct Answer: C

Explanation: Meta uses modeled attribution that may include view-through and probabilistic conversions (depending on your attribution window setting), while third-party attribution tools like Triple Whale or Northbeam rely on first-party deterministic matching—often more conservative and leading to lower reported ROAS.

Both in-platform Meta and third-party attribution tools are important in trying to best understand what's happening on Meta ads and the journey in which a customer takes from ad to purchase, but neither are 100% correct on their own.

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

A) When campaigns have long buying cycles

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

C) When using post-purchase surveys

D) When evaluating influencer lift only

Correct Answer: B

Explanation: 1-day click gives faster signal to the algorithm and helps media buyers make quicker optimization decisions—especially when testing creative, scaling rapidly, or launching new offers.

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

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

Correct Answer: C

Explanation: CAPI Gateway and Server-Side GTM provide more consistent and privacy-compliant tracking by bypassing browser limitations and sending events directly from server to Meta.

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

A) It’s Meta Engagement Rate, useful for creative testing

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

C) Monthly Ecommerce Revenue, good for cash flow

D) Meta Efficiency Return, only used in CAPI setups

Correct Answer: B

Explanation: MER looks at all revenue against total spend across all paid marketing channels, giving a broader view of business health. Platform ROAS only reflects tracked conversions within that platform, which can be overstated or fragmented across channels.

MER can also represent the halo effect of your Meta marketing…if the overall business MER is strong, even goes up, when your Meta platform numbers go down typically we’d recommend continuing as is with your Meta setup (not scaling down, not radically changing it) at least until you see MER go down as well.

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 inflate results

Correct Answer: A

Explanation: During fast-paced sales like BFCM, shorter attribution windows like 1-day click may give improved real-time optimization signal and faster feedback loops, which help scale spend efficiently.

However, especially at a high-risk time like BFCM, don't launch 1-day click for the first time ever. Make sure if you want to change your attribution window, it's been tested (and proven) previously, and ideally, recently during a recent sale or other BFCM-adjacent time period for the brand in their Meta ad account.

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

A) Launch first and troubleshoot if performance lags

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

C) Only test UTMs via Google Analytics

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

Correct Answer: B

Explanation: Verifying tracking setup pre-launch using Meta’s tools ensures accurate attribution and performance monitoring from day one. Overlooking this step can lead to misleading data and wasted spend.

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) Meta doesn’t track anything after 1 day

C) GA tracks everything perfectly and Meta inflates data

D) Ad blockers prevent Google Analytics from counting traffic

Correct Answer: A

Explanation: GA often underreports due to privacy restrictions (e.g., ITP), shorter session windows, and limited cross-device tracking. Meta uses modeled and view-through attribution, which captures more touchpoints and can appear inflated.

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

B) Pause ads until attribution aligns

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

D) Switch to Google Ads only

Correct Answer: C

Explanation: If business metrics are strong but ROAS is falling, look at MER and consider attribution limitations. Use first-party tools like surveys and blended dashboards to validate impact.

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

A) One platform is broken

B) Meta over-attributes, Northbeam uses stricter matching

C) CPMs are different

D) One is using last-click only

Correct Answer: B

Explanation: Meta uses modeled attribution based on clicks/views; third-party tools use more conservative deterministic data.

SECTION 5: Client Communication & Reporting (10 Questions)

41. A client wants to triple budget on a 1.5x ROAS campaign. What risks do you highlight, and how would you propose scaling responsibly? *

A) Budget increase will raise ROAS

B) Recommend pausing and relaunching from scratch

C) Warn of performance volatility and suggest phased scaling with benchmarks

D) Let Meta auto-scale immediately

Correct Answer: C

Explanation: Rapid budget increases disrupt delivery and most of the time, performance because the algorithm isn't ready to target that significant of an amount of more people within the audience. Set thresholds and scale gradually to preserve efficiency and gather learning signal, such as scaling by 10-20% every 48 hours.

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

A) Only ROAS and spend

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

C) Link clicks and CTR only

D) Daily pacing updates

Correct Answer: B

Explanation: Founders usually want concise but strategic takeaways. Connect ad performance to business goals and highlight decisions. Ask the founder what information they would like included in the report and how to better customize the report to them for future meetings.

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

A) Agree with conditions

B) Set minimum spend thresholds first

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

D) Increase daily budget to compensate

Correct Answer: C

Explanation: Transparent expectation-setting is crucial. No buyer can ethically promise specific results due to uncontrollable variables.

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

B) Recommend switching off ads

C) Show how ads can’t compensate for low site conversion and propose testing landing page improvements

D) Lower CPMs

Correct Answer: C

Explanation: Media can’t solve for poor conversion infrastructure. Highlight where changes will drive better return.

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

Correct Answer: C

Explanation: Paid social often drives upper-funnel awareness that converts via other channels. Attribution lag requires broader evaluation.

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

A) Avoid sharing failed data

B) Share CTR and ROAS only

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

D) Focus on impressions

Correct Answer: C

Explanation: Position tests as part of a learning roadmap. Transparency builds credibility and positions you as a strategic partner.

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 is worse

D) Ignore the comment

Correct Answer: B

Explanation: Meta fuels discovery, while Amazon (and usually Google Ads) capture purchase-ready traffic. Their attribution models and user intent vary drastically.

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

A) Increase spend prematurely so there is more data

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

C) Skip testing

D) Only share final results

Correct Answer: B

Explanation: Clear communication on timeline and purpose of testing earns patience and keeps trust high.

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

A) Comply with all reviews

B) Push back aggressively

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

D) Wait for approval every time

Correct Answer: C

Explanation: Offering structure (e.g., pre-approved vault) allows for faster pivots while respecting founder input.

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

A) Review what didn’t work only

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

Correct Answer: B

Explanation: Strategic planning shows leadership and ensures your work aligns to big-picture business goals—not just media metrics.