# Skills research sources Official Meta, Google, and Criteo documentation reviewed on 26 October 2026. Platform documentation explains the subjects; it is not evidence of personal results, certification, or client endorsement. Hands-on labels follow the CV and the owner’s confirmed platform use. Development labels identify additional industry-relevant areas. ## Meta Ads ### M01 — Selecting campaign objectives and conversion settings - Publisher: Meta Blueprint - URL: https://solutionslive.facebookblueprint.com/student/path/253165-selecting-objectives-course - Verified fact: objective choice is connected to conversion location, event, and performance goal; conversion settings are taught at ad-set level. ### M02 — Getting started with Meta Ads Manager - Publisher: Meta Blueprint - URL: https://agencies.facebookblueprint.com/student/path/219703-ads-manager-basics - Verified fact: curriculum covers campaign setup and Ads Reporting. ### M03 — Maximize campaign results with Performance 5 - Publisher: Meta Blueprint - URL: https://www.facebookblueprint.com/student/path/253157-performance-5 - Verified fact: five areas are account simplification, automation, creative diversification, data quality, and results validation. ### M04 — Meta Blueprint learning catalogue, reporting lesson - Publisher: Meta Blueprint - URL: https://www.facebookblueprint.com/student/catalog/list?category_ids%255B4521%255D=4521&course_type=all&locale=en-GB&page=3&search= - Verified fact: "Find campaign results in Meta Ads Manager" teaches reporting at campaign, ad-set, and ad levels. - Limitation: catalogue listings can change; prefer the underlying lesson if a stable direct URL becomes available. ### M05 — Planning for your campaign audience - Publisher: Meta Blueprint - URL: https://communitytraining.facebookblueprint.com/student/collection/708526/path/771513 - Verified fact: audience selection, detailed targeting, custom audience, lookalike audience, and Advantage+ audience strategy. ### M06 — Unlocking the power of Meta Advantage+: A deep dive into streamlined campaigns - Publisher: Meta Blueprint - URL: https://www.facebookblueprint.com/student/activity/649294-unlocking-the-power-of-meta-advantage-a-deep-dive-into-streamlined-campaigns - Published: 16 May 2025. - Verified fact: end-to-end and individual automation, sales / app / leads campaigns, audience and budget controls, and tests comparing degrees of automation. ### M07 — Choose ad placements, budget and schedule in Meta Ads Manager - Publisher: Meta Blueprint - URL: https://growthforum.facebookblueprint.com/student/path/211542-ads-manager-budgeting-course - Verified fact: placement, budget, schedule, and delivery are explicitly covered together. ### M08 — Automation/Gen AI Tooling, Partners and Creative Guidance - Publisher: Meta Blueprint - URL: https://contenthub.facebookblueprint.com/student/page/641202 - Verified fact: creative guidance includes vertical 9:16, audio, safe zones, and additional creative elements. - Boundary: this source includes Meta aggregate performance figures; none are used as personal results or guarantees. ### M09 — Personalize your ads with product media - Publisher: Meta Blueprint - URL: https://asp.facebookblueprint.com/student/page/210893-upgrade-your-advertising-with-advantage-catalog-ads - Verified fact: the page calls product media the former Advantage+ catalog ads; discusses personalized recommendations and combining product media with hero creative. ### M10 — Increase campaign performance with diversified creative - Publisher: Meta Blueprint - URL: https://facebookblueprint.com/student/path/253130 - Verified fact: creative diversity includes concepts, motivators, and formats. ### M11 — Ditch the guesswork: Test smarter, grow faster - Publisher: Meta Blueprint - URL: https://www.facebookblueprint.com/student/activity/707411 - Published: 22 April 2026. - Verified fact: varied formats / visuals / messages; creative volume from existing assets; creator collaboration; AI-enabled creative tools. ### M12 — Determining the best buying type and bid strategy - Publisher: Meta Blueprint - URL: https://www.facebookblueprint.com/student/path/211562 - Verified fact: auction and reservation buying types and ad-auction bid strategies. ### M13 — Getting started with your first ad on Meta technologies - Publisher: Meta Blueprint - URL: https://www.facebookblueprint.com/student/activity/707409 - Verified fact: learning phase, early expectations, reading reports, and budget / creative / optimization practices. ### M14 — Optimize Meta Conversions API - Publisher: Meta Blueprint - URL: https://www.facebookblueprint.com/student/activity/609643-optimize-meta-conversions-api - Verified fact: event receipt, matching, coverage, quality, deduplication, freshness, and Events Manager diagnostics. ### M15 — Handling Duplicate Pixel and Conversions API Events - Publisher: Meta for Developers - URL: https://developers.facebook.com/docs/marketing-api/conversions-api/deduplicate-pixel-and-server-events/ - Verified fact: recommended deduplication matches the browser and server event identifiers and event names for the same event. ### M16 — Campaign evaluation through reports and tests - Publisher: Meta Blueprint - URL: https://growthforum.facebookblueprint.com/student/path/253131-media-buying-tests-metrics-course - Verified fact: relevant metrics and reporting plus A/B Testing, Brand Lift, and Conversion Lift. ### M17 — Optimize Campaign Performance with AB Testing - Publisher: Meta Blueprint - URL: https://agencies.facebookblueprint.com/student/path/639591-optimize-campaign-performance-with-ab-testing - Published: 18 March 2025. - Verified fact: controlled test design, objectives, variables, sample sizes, interpretation, and decisions. ### M18 — Measure channel impact with Meta Conversion Lift - Publisher: Meta Blueprint - URL: https://www.facebookblueprint.com/student/page/674272-measure-channel-impact-with-meta-conversion-lift - Verified fact: channel-impact study design, channel-level data through CAPI, conversion-window alignment, and attribution calibration. - Currency evidence: the page lists August–October 2026 training sessions. - Boundary: an advanced measurement source, not evidence of Candra's attendance, eligibility, or study execution. ### M19 — Privacy controls and brand safety - Publisher: Meta Blueprint - URL: https://www.facebookblueprint.com/student/path/211555-meta-advertising-standards - Verified fact: business integrity, data privacy, brand-safety controls, and ad review. ### M20 — Meta Andromeda: Supercharging Advantage+ automation with the next-gen personalized ads retrieval engine - Publisher: Engineering at Meta - URL: https://engineering.fb.com/2024/12/02/production-engineering/meta-andromeda-advantage-automation-next-gen-personalized-ads-retrieval-engine/ - Published: 2 December 2024. - Verified fact: Meta describes an ML ad-retrieval architecture designed to support increased creative volume and AI-enabled advertising. - Boundary: technical platform direction, not a UI feature, a personal engineering competency, or a promised result. ### M21 — Optimize your campaigns with Conversions API - Publisher: Meta Blueprint - URL: https://www.facebookblueprint.com/student/page/514668-optimize-your-campaigns-with-conversions-api - Published: 8 November 2022. - Verified fact: CAPI connects server marketing data to Meta; the page explicitly frames data use as respecting people's privacy decisions. - Boundary: retain for the privacy principle, not its old platform population or aggregate CPA statistics. ## Google Ads Each source was opened and its title/content checked. Short factual notes are paraphrases; no marketing uplift statistics have been reused. - **S01 — About campaign objectives in Google Ads** https://support.google.com/google-ads/answer/7450050?hl=en Objectives guide recommended features/settings; the page also records the current YouTube objective terminology. - **S02 — Choose the right campaign type** https://support.google.com/google-ads/answer/2567043?hl=en Campaign-type selection depends on goals, strategy, and available execution resources. - **S03 — About keyword matching options** https://support.google.com/google-ads/answer/7478529?hl=en Broad, phrase, and exact matching differ in reach; matching considers meaning/intent. - **S04 — About negative keywords** https://support.google.com/google-ads/answer/2453972?hl=en Exclusions and negative match types behave differently from positive matching. - **S05 — About responsive search ads** https://support.google.com/google-ads/answer/7684791?hl=en Google combines headline/description assets; the documentation covers pinning and flexible asset placement. - **S06 — About Ad Rank** https://support.google.com/google-ads/answer/1722122?hl=en Multiple auction, quality, context, and asset factors determine eligibility and placement. - **S07 — About Smart Bidding** https://support.google.com/google-ads/answer/7065882?hl=en Conversion/conversion-value optimization occurs at auction time; the June 2026 naming change is described. - **S08 — About Maximize conversion value bidding** https://support.google.com/google-ads/answer/7684216?hl=en Value-based optimization requires conversion tracking with relevant transaction-specific values. - **S09 — About average daily budgets** https://support.google.com/google-ads/answer/6385083?hl=en Daily spend can vary; budget reports, spending limits, and planning tools support budget interpretation. - **S10 — About primary and secondary conversion actions** https://support.google.com/google-ads/answer/11461796?hl=en Actions can support bidding or observation; custom goals are an important exception. - **S11 — Create conversions from Google Analytics events in Google Ads** https://support.google.com/google-ads/answer/2375435?hl=en Analytics events/key events can become Google Ads conversions; counting and optimization settings matter. - **S12 — About enhanced conversions** https://support.google.com/google-ads/answer/9888656?hl=en Hashed first-party data supplements web or lead conversion measurement. - **S13 — About consent mode** https://support.google.com/google-ads/answer/10000067?hl=en Consent signals affect tag behavior; basic/advanced modes differ, and a banner remains separate. - **S14 — About Customer Match** https://support.google.com/google-ads/answer/6379332?hl=en Customer data supports audience activation; current guidance recommends Data Manager/Data Manager API for new integrations. - **S15 — About “Targeting” and “Observation” settings** https://support.google.com/google-ads/answer/7365594?hl=en Targeting can restrict reach; observation provides monitoring without that restriction. - **S16 — About Performance Max campaigns** https://support.google.com/google-ads/answer/10724817?hl=en Goal-based campaigns combine advertiser inputs with cross-channel automated delivery. - **S17 — About audience signals for Performance Max campaigns** https://support.google.com/google-ads/answer/14530785?hl=en Audience signals are optional suggestions, not strict reach boundaries. - **S18 — About Demand Gen campaigns** https://support.google.com/google-ads/answer/13695777?hl=en Describes current visual inventory, creative/measurement features, and Display migration direction. - **S19 — About the “Experiments” page (formerly drafts and experiments)** https://support.google.com/google-ads/answer/10682377?hl=en Campaign experiments compare changes using budget/traffic splits; supported experiment types differ. - **S20 — About Conversion Lift** https://support.google.com/google-ads/answer/12003020?hl=en Treatment/control studies assess incremental conversions; the page directs interested advertisers to their Google representative. - **S21 — About AI Max for Search campaigns** https://support.google.com/google-ads/answer/15910366?hl=en Describes expanded matching, text customization, final URL expansion, and associated reporting. - **S22 — About Maximize conversions bidding** https://support.google.com/google-ads/answer/7381968?hl=en Describes conversion-volume bidding and confirms the June 2026 bidding-label changes. ## Programmatic and retail media ### Google - **G1 — Programmatic Guaranteed vs. Preferred Deals** URL: https://support.google.com/admanager/answer/7637485?hl=en PG reserves inventory under agreed terms. Preferred Deals offer an initial opportunity at the negotiated price but do not reserve inventory or require purchase. - **G2 — About proposal line items** URL: https://support.google.com/admanager/answer/6239628?hl=en Proposal line items contain delivery details such as quantity, dates, targeting, and creative requirements. Buyer-set targeting and creative hosting can constrain what the publisher controls. - **G3 — Features and guidelines for Programmatic Direct** URL: https://support.google.com/admanager/answer/9345607?hl=en Feature support depends on the transaction and creative arrangement. Consent settings apply; protections have exceptions; open-auction pricing rules do not apply to direct programmatic campaigns. - **G4 — Troubleshoot Ad Manager line item delivery** URL: https://support.google.com/admanager/answer/7066157?hl=en Health history and non-delivery causes support diagnosis of configuration changes, creative rendering, consent/policy restrictions, ad selection, and buyer response. Not every non-delivery cause requires intervention. - **G5 — Check available inventory** URL: https://support.google.com/admanager/answer/82234?hl=en Inventory forecasting supports pre-booking availability checks and investigation of whether an existing line item can reach its goal. - **G6 — Set frequency caps for a line item** URL: https://support.google.com/admanager/answer/82242?hl=en Time-based frequency capping depends on identifiers. First-party fallback scope can be limited to a domain or app. Preferred Deal line items cannot have these line-item frequency caps. - **G7 — Real-time Bidding** URL: https://developers.google.com/authorized-buyers/rtb/get-started/start A bidder receives an ad-opportunity request and may return a bid and creative. Responses participate in an auction and are subject to protocol and response-time requirements. Use as conceptual learning, not an implementation credential. ### Criteo - **C1 — Get Started — Criteo Docs** URL: https://developers.criteo.com/retail-media/docs/welcome-to-criteo The page displayed stable Retail Media API version `rm-2026.07` when checked. It identifies app credentials, authorization, rate limits, error handling, and version lifecycle as integration prerequisites. - **C2 — Line Items — Criteo Docs** URL: https://developers.criteo.com/retail-media/docs/line-items Campaign/line-item structure includes dates, budget controls, retailer association, promoted products, and eligible configuration. **Do not conflate product names:** Criteo's own Preferred Deals capability was documented as beta for Retailer partners; the CV's explicit Preferred Deals experience is in Google Ad Manager. - **C3 — Audiences — Criteo Docs** URL: https://developers.criteo.com/retail-media/docs/audiences Describes audiences based on users' interactions with specified brands or categories over a defined period. - **C4 — Catalog — Criteo Docs** URL: https://developers.criteo.com/retail-media/docs/catalogs An account catalog lists eligible promoted products and is generally a daily snapshot. Product attributes and currency can be retailer-specific. - **C5 — Recommended Keywords — Criteo Docs** URL: https://developers.criteo.com/retail-media/docs/recommended-keywords Product IDs can inform keyword recommendations related to shopper search behavior and relevance. Documentation availability does not establish access or prior use. - **C6 — Performance Report — Criteo Docs** URL: https://developers.criteo.com/retail-media/docs/performance-report Reports use explicit scope, dates, metrics, and dimensions. Optional attribution windows, time zone, campaign type, and other filters affect interpretation; report generation is asynchronous. - **C7 — Reporting Diagnostic Guide — Criteo Docs** URL: https://developers.criteo.com/retail-media/docs/reporting-overview-diagnostic-guide Differentiates demand and supply permissions and explains API/UI comparison using consistent attribution, dates, time zones, sales channels, and compatible metrics/dimensions. Notes latency and reporting limitations. - **C8 — Criteo Privacy Guidelines for Clients and Publisher Partners** URL: https://www.criteo.com/criteo-privacy-guidelines-for-clients-and-publisher-partners/ Explains client/partner responsibilities for user information, choices, withdrawal, and consent before tags fire where consent is compulsory. This is vendor guidance, not a blanket statement that one jurisdiction's implementation applies across all eight markets. - **C9 — The Ultimate Guide to Retail Media Networks** URL: https://www.criteo.com/ultimate-guide-to-retail-media/ Describes retailer advertising inventory and first-party data as components of retail media networks. Use this for the retail-media concept only: do not repeat the page's broad cookie-phaseout predictions or guaranteed brand-safety implications as current facts. ## Additional measurement sources - Overview of Viewability and Active View — Google Ad Manager Help https://support.google.com/admanager/answer/4524488?hl=en Active View reports viewability: an opportunity to be seen, not proof of attention, conversion, or business impact. - Meridian — Google for Developers https://developers.google.com/meridian Official marketing mix modelling framework overview covering measurement, experimental calibration, reach/frequency modelling, and budget planning. Listed as development focus; no personal model deployment or results are claimed.