Explanation
Once you create a Facebook pixel, you can share it with other people in your business. You can give other people access to a Facebook pixel by adding them to either a specific ad account or by granting pixel access to individual people.
If someone is a part of your business, but doesn't have access to an ad account that's in your business, they'll no longer be able to access pixels associated with that ad account. You'll need to either add this person to your pixel, or add them to the ad account associated with the pixel you'd like them to be assigned to. If you want to view or edit a pixel, you'll need to be added to a pixel or a specific ad account by a Business Manager Admin.
You can also request access to the ad account associated with a pixel.
There are currently only two roles within the pixel:
* Pixel Editor: Pixel Editors can view information about a pixel and make changes to the pixel. Pixel Editors can also create audiences and conversion ads with the pixel.
* Pixel Analyst: Pixel Analysts can only view information about a pixel. Pixel Analysts can't edit the pixel, create audiences or conversion ads with the pixel.
IMPORTANT: Even though Facebook uses "Pixel Editor" as a role in its website, within the tool you have two options to choose from:
* Standard Access
* Admin Access

Explanation
Accelerated delivery is a great choice for time-sensitive campaigns.In this case: offers have specific deadlines and need to run through your budget, but not overspend.
You will always need to set up a budget, and maximum bidding costs, as required by the configuration for accelerated delivery.
Keep in mind that accelerated delivery will spend your budget as quickly as possible.

Explanation
Rules-based models assign credit to one or more touchpoints according to rules that we set. Think of these models as different lensthrough which you can analyze results. For example, giving credit to the first and last touchpoints (impressions and clicks) leading to a conversion. Rules-based models using people-based measurement provide deeper insights than cookies-only measurement, since multiple touchpoints are tracked and correlated with an actual person.
With rules-based models:
* You define "the rule": How should credit be allocated?
* Results are based on your model choice.
* You choose where along the path to conversion you want to assign the credit: last click, even credit, time decay, or positional.
Statistical models use algorithms to determine credit for each touchpoint. These models are driven on a result (increased revenue) rather than an assumption of where to assign credit. They use all available data to determine which ads increase revenue. Like rules-based models, statistical models are far more effective at analyzing past results and predicting future results when using a people-based measurement tool.
With statistical models:
* Algorithms define the credit allocation.
* Results are dynamic and learn from historical data.
* They're also referred to as algorithmic MTA results-driven MTA.

Explanation
Keep in mind that direct response marketing campaigns are all efforts that require specific actions as the ultimate objective.
If you were to rank all ads from the least to the most direct response, it would rank as following:
Brand Awareness
* Guaranteed Impressions
* Reach and Frequency
* Brand Awareness
Direct Response
* Post Engagement
* Video Views
* Messages
* Website Clicks
* Website Conversions
* Mobile App Installs and Engagement
* In-Store with Offline Events Tracking