I have a correction! Last week I told you about a possible bug. Some custom events don’t appear among metrics you can add as columns in Ads Manager. From what I could tell, there was no rhyme or reason why this was. As it turns out, there was a reason.…
It drives me crazy that more advertisers don’t use this... Stop accepting conversion numbers without context. Hit the columns drop-down menu and select Compare Attribution Settings. Go ahead and select them all: • 1-day view • 1-day engaged view • 1-day click • 7-day click • 28-day click If you’re…
There’s a new Instagram metric in Ads Manager. A few weeks ago, Meta started rolling out the Instagram Profile conversion location for Traffic campaigns. When selected, the Performance Goal is Instagram Profile Visits. At the time there didn’t appear to be an Ads Manager metric for this. At least I…
How long will it take to gain traction? Probably longer than you think... So many content creators give up because they have unreasonable expectations. You need to consistently and obsessively create content. Not for a few weeks. Not for a few months. In The Greatest Marketing Book Ever, Mark Schaefer…
"This is gonna suck, and that's okay." It was one year ago today that I said this in a video on TikTok. It was my breakthrough moment. That video did suck. But that was the whole point. I wasn’t trying to create something that sucked. I just knew that, no…
I’m taking on a VIP for Q4. Is it you? If you’re running Facebook ads this holiday season, you know how critical these three months are. Whether you’re an ad agency looking for ideas or a brand advertising your own products, I can help you put together a strategy. The…
Do you have this problem with custom events? I initially thought I was alone in this, but I’ve been hearing from others who are experiencing this bug, too. It’s annoying, but there’s a fix. If you create custom events, you’ll want to add them as columns to your Ads Manager.…
What do you want people to do? When you analyze Meta advertising results, look beyond the core metrics in Ads Manager. If you were to look over someone’s shoulder while they visited your website, what are the things you’d want them to do? In some cases, there may be Meta…
What happens to my verified Facebook page? Now that Meta is rolling out Meta Verified for businesses on Facebook and Instagram, I’m curious how this impacts businesses like mine. I haven’t signed up for Meta Verified, but my Facebook page was verified YEARS ago (I’m old). My Instagram profile was…
Did you know I speak Spanish fluently? Unfortunately, I don't. But with the help of AI, it's a virtual reality. Using a tool called HeyGen, I uploaded a video that features at least 30 seconds of me speaking. It then regenerated the video from English to Spanish. It didn't just…
Here’s the best way to measure quality traffic with Meta advertising... The home base for my business is my website, and the engine that makes it go is my blog. I write 100 blog posts per year, and sometimes more, teaching the most advanced strategies of Meta advertising. My potential…
Here’s how to improve Meta Verified... Getting more people and businesses verified is good for users, businesses, and Meta. The more confident you are that people are who they say they are, the better the experience. But Meta needs to separate verification from the paid subscription. Many businesses may want…
These actions are way better than link clicks... You may want to drive traffic to your website with ads, but your goal isn’t a sale or lead. The link click and landing page view aren’t good enough. This is one benefit of custom events with Google Tag Manager. One of…
Back in March, Meta rolled out Meta Verified for creators, which didn’t include businesses wanting verification. That’s changing now. Businesses can get verified on Facebook and Instagram to get access to the following benefits: • A verified badge • Impersonation protection • Account support • Improved discovery You’ll recall that…
Well, it depends... First, do they know what they’re talking about? In some cases, you will know more than your rep. You absolutely can get bad advice from them. Don’t waste your time with a clueless rep. Second, know that they have their own goals. They are essentially sales reps.…
This might be my favorite custom event. When someone plays an embedded YouTube video on my website, an event fires. That event captures: • URL it was on, • Title of the video, • Percentage of the video that was watched • Total time watched in seconds I add a…
What happened to Ads Manager Updates? One of the best ways to stay on top of Ads Manager changes is through the Ads Manager Updates sidebar. There’s one problem: IT'S GONE. In Ads Manager, click on the Help icon on the left. Normally, you would see an option for Ads…
Here’s how to structure a 1-minute video... I’ve figured out that about a minute is the perfect length of time for a short-form video. Especially when doing tutorials like I do, you need enough time to explain something. But you don’t want to go too deep, or people lose interest…
That doesn’t mean what you think it means! One of Meta’s most prominent metrics is Link Clicks, and most advertisers have no idea what it means. Link clicks include clicks, taps, or swipes on links to websites, app stores or app deep links, click-to-message CTAs, Shops, lead forms, Marketplace, playable…
Once you create a lookalike audience, Meta says it may take 6-24 hours for your Lookalike Audience to be created. Their documentation also says you don’t need to wait for that creation to complete, and that you can use it for targeting right away. Beyond that, a frequent question I…
Here’s how ads get credit for a conversion... By default, an ad gets credit if someone converts within 7 days of clicking your ad or 1 day of viewing your ad without clicking. This is a view-through conversion. You can change the attribution setting in your ad set. You have…
Should Meta offer a secondary performance goal? The biggest issue with ads optimization is that, unless you optimize for purchases, Meta doesn’t care about quality. Link clicks, landing page views, ThruPlay, even add-to-carts and initiate checkouts. Meta only cares about getting you as many of that thing as possible at…
Is this a bug? One strategy for leveraging high-performing ads is to publish them organically to your news feed. When they’re published, they’ll already have that social proof. But I’m noticing a problem... I created a link ad with a static image. When I went to Page Posts to publish…
Don’t optimize for clicks! A popular strategy is to run Traffic campaigns that optimize for link clicks or landing page views. In most cases, you’re throwing money away. The link click will be the algorithm’s entire focus. Meta is trying to get you the most link clicks at the lowest…