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.
We know that website custom audiences will shrink due to iOS opt-outs. What we don't know, because Facebook never makes it clear, is to what extent this is the case. Not to mention, they never address specific scenarios that could create loopholes or confusion related to these opt-outs.
Back in 2021, the Attribution Setting was born. This new unified setting took the place of the Conversion Window and Attribution Window from the pre-iOS world. This works differently than it did before, and it's important to understand how this impacts your advertising.
If you advertise for clients, you surely need to get approval on ad creative before ads can go live. There are two primary ways to do this.
Audience fragmentation can become an issue when running multiple ad sets with different audiences that promote ads with similar creative and setup. The result can be less efficiency with your ad spend. Luckily, you can manage this with Automated Rules.
Instead of creating multiple ads or running a split test, you may instead want to turn on Dynamic Creative. Here's how it works and some things to consider...
Dynamic Creative is a nice option that helps you find the best combination of assets to get you, in theory, the best possible results. But, how do you view the best performing combinations?
Call extension ads are different from your typical call ads, which start a phone call as soon as you click them in the news feed. Instead, a call extension ad looks like a link ad. When clicked, it loads a page of your website. But, there's a persistent "Call" button…
Facebook lead ads have been around for a LONG time. While I don't use them exclusively for lead collection, they should be a part of every advertiser's toolbox. Here's a closer look at their advantages and disadvantages.
