When running Advantage+ Shopping or manual Sales campaigns, advertisers can optimize for events other than Purchase that aren't value-based. This change went into effect earlier this year. But, for some reason Meta decided to apply this to all standard events other than a handful of exceptions. It's not clear why…
If you're using Dynamic Creative or Flexible Ad Format, stop worrying about finding a winning combination of copy and creative. You won't find it. And that's not what this feature is for. The goal is to find the best combination that works for each specific user in the placement they…
I had the 10 event learning phase and then it switched back to 50. I had First Conversion reporting when comparing attribution, and then I didn't. And then I did again. What's the common thread with these two features? Meta hasn't made an official announcement or updated Help Center articles…
Stop wasting your time on things that just don't matter that much. Focus your time where it matters most. The majority of your time should be spent on the ad, offer, and wherever you send people from the ad. Spend less time on all of the levers you're pulling within…
Why can't Meta predefine the Engaged Audience and Existing Customers audience segments for us? They have the data to do this. Advertisers can't utilize Audience Segments -- and see the power they provide -- until these segments are defined. Many advertisers are confused, or completely oblivious, about how to define…
Meta can force you into Data Restrictions Core Setup when you're in certain sensitive industries or you ignore warnings related to passing sensitive information with the pixel. You can also turn it on manually within Events Manager Settings. Here is additional info...
Meta is rolling out Event Coverage to Events Manager. This helps you see whether your number of server events is equal to or higher than your browser events to meet best practices. Here's what it looks like...
Why does Meta limit the availability of so many features by campaign objective? In some cases, it makes sense. In others, it's unnecessary, and it only creates confusion and frustration. Here's an example...
Suggestions are optional when using Advantage+ Audience, otherwise Meta prioritizes pixel data, conversion history, and prior engagement with your ads. It makes sense that an account with less history would benefit from suggestions. But, that's not necessarily the case.
There was a time when I dedicated a majority of my budget on general and micro remarketing. But, that's no longer the case. Now that I've confirmed using audience segments with sales campaigns that remarketing happens anyway when going broad, I don't think that will change.
If you have multiple company goals, it can be challenging to give them all attention at the same time, especially if you have a limited budget. Instead, address them one at a time. Here's what I mean...
You can now use Ad Recall Lift metrics for Engagement campaigns. These metrics have historically been tied to Awareness campaigns, but they could be very useful for adding another layer of metrics for Engagement campaigns -- especially if your results are otherwise padded with low-quality engagement. Here's how I look…
Do you have this option to test AI-generated features in your Advertising Settings? You should probably check. It may be on by default. This is one of those enhancements that may cause some issues if you have a sensitive client or you want to maintain strict brand control.
Meta is rolling out Offers (but not those Offers). This is a new feature that can be found under Ad Sources by Site Links. You can feature a discount below your ad creative. Here's how it works...
Meta is rolling out Groups for Flexible Ad Format. This will allow you to group creative by theme, with up to three groups per ad. In theory, you could create a single ad that includes up to 30 images or videos and 45 text variations.
I love this analogy regarding the possible minimal impact of our targeting inputs when building out Meta ads campaigns. If they don't really do that much and the algorithm is going to deliver to the people it wants to deliver to, aren't we basically like kids in a treehouse turning…
There's a new Quick Views menu in the search bar in Ads Manager. It allows you to save searches and make them easily accessible for when you need them. Here's what they look like and how they work...
It's great that advertisers can now break down results by audience segments. But there's another breakdown Meta desperately needs. When using Advantage+ Audience, how much of my budget was spent on audience suggestions and how much was spent on everyone else? When using original audiences where audiences can be expanded,…
Does targeting even matter anymore? It's not that the audience of people you reach doesn't matter, and I'm not saying that Meta's algorithmic targeting is perfect. It's that our control over targeting is minimal, particularly when optimizing for conversions. So, why do we obsess so much over our targeting inputs?
Wait, what happened? For the past several weeks, I've had a learning phase of 10 events in three days. It was awesome! But, now it's switched back to 50 events in seven days. Is that party over?
This is bad news for Meta's ad-free subscription option. The EU commission ruled that the approach fails to comply with the Digital Markets Act (DMA). Since these subscriptions aren't truly a moneymaker (the revenue replaces what would have been earned through advertising), it will be interesting to see if Meta…
Stop running Meta ads from an iOS device. More specifically, don't use an iOS app to publish your ads. Apple started enforcing a 30% service fee on ads published from iOS apps in the US back in February. Now this is expanding to the rest of the world. Meta doesn't…
Here's an example of how First Conversion reporting helped solve a problem. Ads Manager was appearing to be inflated compared to what appeared in my CRM. When I used First Conversion reporting, the numbers matched. The most likely explanation is that three of the people who registered ended up registering…
Here's when First Conversion reporting is most impactful. This new option allows you to limit reporting to the first conversion that happens after someone clicks or views your ad. Such an option is most useful when viewing the results of conversions that don't result in a transaction. For more on…
