Explanation
Here is a full list of all the different measurement solutions you can currently run through one of Facebook partners.
It's key to understand how each solution fits for different cases.
Audience Outcomes - Facebook Partners
* Nielsen DAR: Measures campaign reach across Facebook, Instagram, and other publishers.
* Nielsen TAR: Measures campaign reach across Instagram, Facebook, and television.
* Viewability Verification Partners: Verifies viewability metrics for Facebook and Instagram through
* best-in-class viewability partners.
Brand Outcomes - Facebook Partners
* Nielsen Brand Lift: A Nielsen product created to measure the impact of Facebook media on brand perceptions.
* Millward Brown Brand Lift: A Millward Brown Digital product that is designed to help marketers quantify the results of their advertising on Facebook and Instagram.
Sales Outcomes - Facebook Partners
* Partner Lift: Facebook's Partner Lift integrations leverage best-in-class vendors to measure lift in sales using partner-based ROI measurement solutions.
* MTA Partner Program: Facebook offers an MTA Partner Program that enables multi-touch attribution (MTA) partners to provide people-based MTA reporting across all publishers, including Facebook.
* Marketing Mix Modeling (MMM) Partners: Enable partners to better measure and compare the effectiveness of advertisers' marketing channels in terms of contribution to sales, efficiency, and ROI.
* Mobile Measurement Partners (MMPs): Work with one of our Mobile Measurement Partners to see aggregated reporting across multiple ad networks, powered by Facebook attribution data.

Explanation
You've built audiences, but they are too small for the product launch. The only way to expand an audience is to take out segmentation variables.
In this case, think of the variables that have less to do with the segment. This can be very tricky questions in the exams as sometimes it's objective and with experience, you will see what interests work better than others.
However, let's categorize the segmentation variables into the following groups:
* Important variables: marathon and triathlon, mobile and operating system, and income.
* Semi-important: Luxury travel.
* Least-important: job, age of children in household.
Think about it; the smartwatch is a high-end gadget for hardcore sports fans. They also need to have a mobile phone due to the new mobile application for the smartwatch. So you definitely want to leave all of the variables in the "important" bucket.
Luxury travel could help you better segment high-end users, but it's not imperative. Job and age of children in household, in this case, are irrelevant.
Topic 2, Case Study Retail Fashion Brand
A luxury fashion brand, founded 20 years ago, is really well known for its handbags, ready-to-wear apparel, and watches. Today, they have close to 450 locations worldwide.
The fashion brand wants to run a couple of tests in 2 retail stores in order to measure the impact of its Facebook ads on its offline sales.

Explanation
On a scale of 1-10, the smaller numbers are optimized for similarity whereas higher numbers are optimized for reach.
Regardless whether you use 1 or 10; you can select one or multiple countries.

Explanation
Since you are doing in-store campaigns, you want to measure the effectiveness of your Facebook ads through two means:
* Actual performances on the ads themselves based on reach, impressions, and CPM. Keep in mind that you don't want to measure CPC, as you will be measuring performance through offline events.
* Performance on ads through offline events: revenue per user and average order value per user.
For these types of campaigns, you want to make sure you measure your campaigns in two stages. The first will allow you to understand better how much you have to spend to reach a specific audience. The second will allow you to better understand the "direct response" performance on the ads based on actual sales data.