If you're only looking at surface-level metrics to measure the success of your ads, you aren't doing your job. You need to dig deeper. Ask these basic questions to help define what success looks like and what your ultimate customer looks like so that you can reach them.
Three months ago (on November 6, to be exact), I started an experiment. I wanted to see if I could reach all of my Facebook followers with a single ad. In this episode, I walk through what happened -- including some seriously weird and unexpected things -- and what I…
You can now create custom audiences based on engagement with your product catalog. There are a couple of primary benefits to this over a typical website custom audience that should be useful for ecomm businesses.
Conversion numbers in Ads Manager rarely match up with other sources. One of the many reasons for this is view-through conversions. Here, I talk about what they are, when they might happen, and why they've been controversial.
If you use standard or custom events, you should also be sending parameters that provide more details about an action. Parameters are what provide granularity and power in reporting and targeting. Here's how they work...
Businesses who haven't been able to verify their domains because their pixel was on a third-party website may have a solution due to Partner Level Configurations. This is a big deal!
Have you ever run into a situation where Facebook isn't providing metric totals for conversions even though the rows above have data? This isn't a bug, there's a reason for it. Here's the explanation...
Do you understand how custom conversions are different from standard and custom events and how you might use them? Let's clear up any confusion...
View-through conversions have always been a thing. But changes during the past year have made them problematic. Let me explain what I was doing, what I found, my theory, and what I think Facebook should do related to view-through attribution.
The Facebook Pixel Helper is an extension for the Chrome browser. It's a great, and free, tool for advertisers. Here, I lay out ways that you might use it.
Custom Conversions have a very specific purpose for Facebook ads reporting and optimization. Here, I provide an explanation of the three primary ways that I use them.
One of the primary ways that you can create a website custom audience is based on specific page or website. There are actually several different ways I use this within my advertising strategy.
The Pixel Event Setup Tool is a great concept. Add standard events to your website without the need for code. Unfortunately, it remains as flawed and limited today as the day it was released a few years ago. That doesn't make it completely worthless, though. Here are a few cases…
The big spenders can make the most impact, but that doesn't mean that you can't drive results on a budget. But, with those restrictions, you can't follow the same rules. You should have three priorities for how you spend that budget...
Some advertisers have seen the Advantage Plus campaign creation method when setting up a conversions campaign in Ads Manager. It's actually been rolling out very slowly for the past several months. Is this a big deal? Does it offer significant benefits? Let's break down what we know...
On November 10, I published a podcast episode. I had no idea what I was starting. I'd end up going on a streak of publishing a new episode every day for 100 days (and counting). It's kinda crazy. In this episode, I crack a bottle of red and talk about…
The ad auction is what determines who sees an ad. How do you win an auction? Your ad needs to have the highest total score, which is based on three different factors. Let's discuss...
Facebook has started rolling out custom formatting for ad reports, and it could be super helpful. Here's how to find out whether you have it, how it might be used, and my one big issue with it.
Automatic Events can help you set up those pesky standard events automatically (hence the name) without code. Here's how to turn them on...
Advanced Matching is a little thing that can provide incremental improvements to your conversion attribution, optimization, and targeting. Here's what you need to know...
If you've run any video ads at all, you're undoubtedly familiar with auto-play. This can be good and bad, but it ultimately complicates reporting. You're going to get a whole lot of video plays, but you lose some context on the quality of those views. You can get this back…
If you've spent any time in Events Manager, you've surely received notifications from Facebook related to unrecognized domains sending events from your pixel. You can control this using a setting called Traffic Permissions.
Oh, this was fun. In this episode of The Pubcast, I take a trip down memory lane and remember some of the things that you may have forgotten about Facebook, Facebook marketing, and Facebook ads from as long as a decade ago. Remember That??
Most advertisers understand the importance of domain verification since the rollout of iOS 14+ changes in 2021. But there is actually another reason to claim ownership of your website beyond the benefits of configuring your web events.
