10 exam-style questions with answers and explanations, straight from our 1,030-question bank. Tap an answer to check yourself. When you're ready, take the scored version in the free practice test.
The MMS exam has 60 questions and runs 1 hour 30 minutes.
These 10 free MMS questions are organized by exam domain, so you can see how each part of the Meta Certified Marketing Science Professional blueprint is tested. Reveal the answer and explanation under each question.
A meal-kit company has a fixed acquisition budget. Its priority is to bring in new customers who are still paying after a 60-day introductory period, rather than maximize trial sign-ups. Billing records are available for every campaign cohort after the full 60 days. Which primary KPI best represents this objective?
Correct answer: B - Media cost per new customer still paying at day 60
After adding Conversions API alongside the Meta Pixel, a retailer's reported purchase count nearly doubles, but payment totals and unique completed orders remain unchanged. A test purchase produces a browser event and a server event named Purchase, sent within seconds to the same dataset with different event IDs. Which diagnosis and corrective action are most consistent with these findings?
Correct answer: D - Duplicate purchase events; pair both copies using a purchase-specific event ID and matching event names.
'Product demonstrations sell better than lifestyle scenes,' says a creative director. A proposed 14-day experiment keeps the offer, audience eligibility, placements, optimization and budget per arm unchanged. Which hypothesis isolates the director's claim?
Correct answer: D - People randomly assigned to demonstration ads will have a higher 14-day purchase rate than those assigned to lifestyle ads.
A completed experiment estimates that a new message increases purchase rate by 1.2 percentage points. The 95% confidence interval runs from -0.8 to +3.2 percentage points, and the two-sided p-value is 0.24 for the null hypothesis of no difference. Before testing, the business defined a 2-percentage-point increase as commercially worthwhile and chose a 5% significance level. What does this result establish?
Correct answer: A - A worthwhile benefit remains possible, but the experiment has not demonstrated it.
A grocery brand wants its Meta campaign to increase consideration among adults aged 18-34. Most purchases occur in supermarkets and cannot be linked to individual ad exposure. A randomized holdout and an adequate survey sample are available. The measurement brief asks whether the advertising changed consideration, not merely whether people saw it. How should the campaign be evaluated?
Correct answer: A - Run a randomized brand-lift study using the same consideration question in treatment and holdout groups.
Next year's budget must be allocated across television, paid search and Meta. A retailer has three years of reliable weekly regional data on sales, media spend, prices, promotions and seasonality, with meaningful variation in the inputs. It does not have customer-level journeys spanning these channels. Which approach is most suitable for estimating channel contributions and exploring budget scenarios?
Correct answer: B - Marketing mix modeling using media inputs and relevant nonmedia explanatory variables
A media buyer needs to learn whether video and carousel ads each generate purchases beyond what would occur without this campaign, and which format generates more incremental purchases. The two advertised groups will have comparable budgets and settings; other marketing will remain comparable across all groups. Adequate sample sizes are available for every planned comparison, using concurrent, mutually exclusive groups. Which arrangement answers both questions?
Correct answer: B - Randomly assign people to video ads, carousel ads or a holdout receiving neither format.
A retailer completes a randomized conversion-lift study with complete purchase tracking and no holdout contamination. Each person is counted at most once as a purchaser. Ad-eligible treatment group: 80,000 people; 2,400 purchasers. No-study-ad holdout group: 20,000 people; 500 purchasers. For the 80,000-person treatment group, which pair correctly reports estimated incremental purchasers and relative conversion lift?
Correct answer: C - 400 incremental purchasers; 20% relative lift
An analyst needs completed-order counts for every experiment variant, including variants with zero completed orders. assignments has one row per assigned user; purchases has one row per order with a unique, non-null order_id. Orders may be completed or canceled. One variant has canceled orders but no completed orders. This query omits that variant: SELECT a.variant, COUNT(p.order_id) AS completed_orders FROM assignments a LEFT JOIN purchases p ON a.user_id = p.user_id WHERE p.status = 'completed' GROUP BY a.variant; Which edit fixes the omission without changing the requested metric?
Correct answer: C - Move p.status = 'completed' into the ON condition and remove the WHERE clause.
Creative B has completed a randomized comparison against creative A at equal spend, meeting the planned sample size and duration. B reduces cost per first purchase by 13%, with a 95% confidence interval of 8% to 18%. Refund and retention checks show no practically important deterioration. The next campaign uses the same audience, budget and acquisition objective. What recommendation follows from these results?
Correct answer: A - Use creative B for the next campaign and monitor acquisition quality.
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