Ad Policies and Delivery
My ad has been in review for a long time. What can I do?
The standard review time for ads can take up to 24 hours.
For ads that have been in review for longer than 24 hours, we have an article outlining options on what to do here.
My ad account has been disabled. What can I do?
How does GDPR affect Facebook ads?
We are not able to provide legal advice on this topic. GDPR has different potential implications for different organizations, depending on the way the organization may be utilizing data for advertising measurement and optimization.
Facebook has a dedicated GDPR microsite available here.
Is it true that ads can’t have more than 20% of the image as text? What about videos?
What are the recommended dimensions for Facebook/Instagram ads?
Recommended specs/dimensions are available in Facebook’s Help Center here.
What are Facebook’s Ad Policies?
Ad policy information is available in Facebook’s Help Center here.
Ad Setup Tactics
How can I limit the frequency of ads on Facebook/Instagram?
There are several options for managing frequency. This article on our site covers this topic in greater detail.
How can I run my ads during certain times of the day (dayparting)?
How do I create an unpublished/dark post on Facebook? How do I publish an unpublished post?
Unpublished/dark posts are created when you create an ad in Ads Manager without using an existing post from your page. This article on our site covers how to publish unpublished posts to a Facebook page.
Ads Training and Support
I want to test my knowledge of Facebook ads. Can you help?
Sure. Try out our Facebook Ads Quiz available here.
I am looking for someone to discuss Facebook/Instagram advertising ideas with directly. What resources are available to me?
Direct one-on-one sessions are available from our team. More information is available here.
I have quite a bit of experience with Facebook ads, and I’m looking for ways to improve my performance. What resources are available to me?
We have a program available for more advanced advertisers, which grants access to a community of other advertisers, regular updates on changes to Facebook/Instagram advertising, as well as access to more in-depth webinars (depending on the program level).
This program is called the Power Hitters Club. More information is available here.
I’m a beginner with Facebook ads. Where should I start?
Facebook Blueprint is is a free group of training modules covering a variety of topics related to Facebook ads. The modules can be accessed here.
Jon has made available a free Facebook Advertising Fixes video series. In this free video series, there is a focus on the 20 critical factors preventing your Facebook ads from success. More information on the series is available here.
What is the Facebook Blueprint Certification?
The Blueprint Certification is a paid testing process that provides an official certification for different topics related to Facebook ads. There are different certification levels and focal areas available.
More information on the program is available here.
There are so many terms related to advertising on Facebook. What do they all mean?
Facebook has a glossary of ad terms available here.
How does the Facebook auction work?
Performance in the ad auction on Facebook-owned properties takes into account a variety of factors, including the Bid, Estimated Action Rate, and Relevance of the ad (building an acronym commonly referred to as BEAR).
What is the Facebook Attribution tool?
The Attribution tool is used for more detailed attribution reporting, including combining data from multiple channels.
What is the Learning Phase on Facebook?
The Learning Phase describes a period when Facebook’s systems are gathering sufficient data for effective ad optimization across targeting, timing, creative, and placement options. One of the most common topics involving the learning phase relates to making edits that reset learning.
What is Facebook Analytics?
Facebook Analytics is an analysis and reporting interface where conversion tracking and Facebook pixel data can be managed and accessed.
Do I need to have a Facebook page to advertise on Facebook?
Yes. Facebook requires that users have a personal Facebook page to access Ads Manager to create ads.
What is Facebook Ads Manager?
Ads Manager is a Facebook tool where advertisers can create ads, analyze ad performance, and create ad reports. Ads Manager can be used independently of Business Manager, but advertisers who have set up Business Manager access Ads Manager via their Business Manager interface.
A general reference resource for Ads Manager is available here.
What is Facebook Business Manager?
Advertising Best Practices
Where can I find case studies related to Facebook and Instagram ads?
Facebook has made “success stories” available here, filterable by different areas, such as Business Size, Objective, Industry, Ad Product, and Region.
What are some general best practice tips for ad creative on Facebook properties?
How can I scale my budgets more effectively?
What is an ideal ad frequency on Facebook and Instagram?
How can I create an evergreen campaign on Facebook that runs continuously?
This article on our site covering how Jon’s evergreen campaign works provides a great overview of the possibilities for evergreen campaigns.
How much should I budget for Facebook ads?
Setting the appropriate budget is highly subjective, as it depends on your advertising goals and the reality of your organization. However, this guide from Social Media Examiner might be a useful reference.
I work in a specific industry. Where can I find applicable information for my industry?
Facebook IQ has Industry & Vertical Insights here.
Advertising Testing and Optimization
What is dynamic creative?
What are dynamic ads?
Dynamic ads feature product recommendations from an advertiser’s product catalog, adjusting what products are shown based on signals of user interest, intent, and action. Dynamic ads are also often commonly referred to as “dynamic product ads”.
What is split testing?
Split testing, also referred to as A/B Testing, involves creating two separate ad scenarios where a variable is changed between the two scenarios, allowing an advertiser to determine how the variable affects advertising outcomes.
When configuring events, some are displayed as “Hidden.” Why, and how do I get access to them?
This is typically caused when managing ads for a client due to one or both of the following not being available to you:
- A second pixel’s events
- Custom conversions
When configuring events, you will first select the pixel. You could conceivably have multiple pixels on the same domain and would need to individually configure events for each pixel. If you don’t have access to all pixels that were configured for a domain, those additional pixels would be displayed as “Hidden.”
Custom conversions can also be included within the configured events. Custom conversions are often created on an ad account-level, so you would not automatically have access to them. They will need to be shared to your account in Business Manager.
Can Conversions API help replace the data lost from iOS 14 opt-outs?
This has been the rumor, but it does not appear so. Conversions API is a great tool that you should investigate to help complement the pixel. But a recent statement from a Facebook engineer and a quote from Facebook documentation at least implies if not state strongly that it will not replace data lost from iOS 14.
What changes should I expect to advertising tools related to mobile app ads as a result of iOS 14?
Mobile app advertisers promoting iOS apps will lose access to demographic breakdowns and Lift Measurement. Additionally, new restrictions will go into place for iOS app advertising. Each iOS app will be limited to a single ad account, five active campaigns, and nine active ad sets using the same optimization.
What is SKAdNetwork API and is it the same thing as Aggregated Event Measurement?
SKADNetwork API is Apple’s protocol for handling mobile app conversion attribution. This will be used when running iOS mobile app install and activity ads. Aggregated Event Measurement applies to web conversions only.
I have my own website and configured events, but I sell on a third-party ecommerce platform and can’t configure those events. What do I do?
This is going to be a very big problem for a lot of people. Since you can’t verify the domain, you won’t be able to configure the event occurring on that domain. And you won’t be able to optimize for that event. Hopefully, that platform allows you to redirect post-conversion to a page on your website. Otherwise, you’ll need to optimize those conversions for link clicks, landing page views, or something else.
I’m trying to configure my events, but I’m getting the message that the domain is owned by another business. What do I do?
That means that the domain has already been verified by someone else. The domain owner has the ability to configure events. If you are close to the business, they may add your pixel to their Business Manager and include your pixel among the events. Otherwise, you will not be able to optimize for conversions and will need to optimize for link clicks, landing page views, or something else.
I work for an international busy that utilizes a single domain. We use subdomains and URL paths to separate business segments and regions. Each segment has its own goals, and often different events and agencies managing its ads. We couldn’t possibly fit all of this within an 8-event limit. What do we do?
This will be a challenge. Since you are under a single domain, the 8-event limit will apply to the entire business. You should create general events that can be agreed upon throughout the organization and share access to all (using a single pixel). You may also consider a more drastic structural change, like creating separate domains.
I work for an agency. Should we verify client domains? Our pixels are on their websites. How should we manage this?
This is going to be difficult for many agencies. First, only the domain owner should have their domain verified. The client should use their own Business Manager, verify their domain, and use their pixel. They can then invite partners (like agencies) to get access to assets within their Business Manager.
I’m in Web Event Configurations, and I’m not seeing my events. Where are they??
There are many potential explanations for this. Among them:
- You haven’t selected the right pixel
- The event you’re looking for isn’t active
- The event you’re looking for wasn’t set up properly
- The event you’re looking for fires on another domain
- The pixel you’re looking for isn’t connected to this Business Manager
Is Domain Verification the same thing as Business Verification?
No. Domain Verification is required to configure your web events. Business Verification has nothing to do with the iOS 14 update. However, it would be a good idea to do both!
My website uses several subdomains for different business segments and locations. Do I need to verify them, too? Is there a separate 8-event limit for each subdomain?
Subdomains (subdomain.website.com) are part of the verified domain, so you do not need to verify them. Events for the subdomains count towards the main domain’s 8-event limit.
How do I verify my domain?
There are a couple of ways to do it (you may still have three, but Meta-tag verification is being phased out). They are a bit technical but rather straight-forward.
I’m not seeing an option to configure the events for my domain. Only a button to verify my domain. Why?
Only the domain owner can configure events. In order to prove that you are the domain owner, you first need to go through the domain verification process.
Does the 8-event limit apply to reporting and website custom audiences, too?
No. Facebook indicates this only applies to optimization. You should still be able to use events outside of your eight for reporting and website custom audience creation.
I don’t understand the 8-event limit related to Aggregated Event Measurement. Is that per pixel? Per ad account? What does it include?
The 8-event limit will apply to each domain and includes standard pixel events and custom conversions. You can have multiple pixels and ad accounts connected to a single domain, but you can’t optimize for more than eight events.
How will optimization be impacted by privacy changes related to iOS 14?
Optimization, particularly for conversions, will be impacted quite a bit. First, you will be limited to eight conversion events per domain. Second, since Facebook is receiving less data and will be reporting fewer conversions, there is less volume to optimize for. Facebook needs 25-50 conversions per week per ad set to exit the learning phase, and that will become increasingly difficult.
How will targeting be impacted by privacy changes related to iOS 14? Will it impact custom audiences? What about interest targeting?
All indications are that this shouldn’t impact interest targeting. Attribution, which is only related to ad reporting, also shouldn’t apply to website custom audiences. If a user opts not to be tracked, however, they should be expected to be removed from audiences.
Read More: Facebook Advertising Audiences and iOS 14
How do I find out how much the attribution changes that result from iOS 14 may impact me?
Once the prompt goes live, you will lose access to the old attribution windows. Until then, you can run reports on historical data for attribution windows including 28-day click and compare those numbers to 7-day click. You should export this data to have access to it later.
Read More: Facebook Ads Attribution and iOS 14
How is attribution changing as a result of iOS 14, and why does it matter?
Attribution, how Facebook credits an ad with a conversion, changes to 7-day click after the ATT prompt goes live. Prior to January 18, attribution was 28-day click and 1-day view. Beginning January 18, it changed to 7-day click and 1-day view. In addition to 28-day click/view and 7-day view going away once the prompt goes live, the remaining attribution options will be partial or modeled for iOS 14 users. This could result in a significant overall drop in reported conversions.
I have a very small iOS audience. Why would the privacy changes to iOS 14 impact me?
Facebook is making structural changes that will impact everyone. The biggest changes include Aggregated Event Measurement, which limits the total number of optimization web events for a domain to eight. This applies to all web advertising, regardless of device used.
How will Apple’s iOS 14 ATT prompt impact Facebook ads?
The iOS 14 prompt will have a direct and indirect impact on ads. In short, it will impact optimization, conversion reporting, targeting, and some of your advertising tools. Facebook expects ads to be less effective as a result.
When is Apple’s ATT prompt expected to go live?
Apple says that it will go live (meaning that iOS apps will be required to surface it) in “early Spring” 2021. You may see a test version of the prompt prior to the full roll-out.
What is the iOS 14 ATT prompt and why does it matter?
Beginning in early spring of 2021, Apple is enforcing an AppTrackingTransparency (ATT) Framework prompt that asks the users of iOS apps that track IDFA (Identifier for Advertisers) whether they want to allow tracking. This impacts reporting, optimization, and targeting of Facebook ads.
Read More: Facebook Ads and the Impact of iOS 14
Metrics and Reporting
How can I calculate my page reach or advertising reach?
We have articles on our site dedicated to different methods of reach calculations:
How can I share my Facebook pixel?
Jon wrote an article outlining the process of sharing a Facebook pixel or advertising audience here.
What is the Facebook pixel?
What do the different click metrics mean in Ads Manager?
Jon wrote an article outlining the differences between different click metrics here.
How can I compare audiences between Facebook and Instagram?
You can use Ads Manager to analyze and compare audience sizes between these platforms, though it requires a bit of a manual approach. We have an article outlining how to do this here.
How can I understand my ad performance across different demographic segments?
You can apply Breakdowns in Ads Manager to do this. More info from Facebook is available here.
How does attribution work on Facebook?
Facebook has an explanation of how attribution works on their platform here. Jon also wrote an article about conversion attribution that you can read here.
It’s important to note that due to differences in attribution models and methods, Facebook’s reporting may not match other channels, such as Google Analytics. This article on Social Media Today explains more details on why
The conversions reported in Ads Manager don’t match my actual sales. Why?
Where can I find benchmarks for Facebook ads?
Generally speaking, there aren’t standard, publicly available benchmarks available for Facebook advertising. However, some publications track benchmarks for accounts they have access to, such as this resource from Wordstream.
Even with benchmarks such as these available, it’s important to consider the underlying context of any specific metric you may be evaluating. Given these challenges, it’s normally best to work on improving your own metrics as much as possible and to focus on those which are most reflective of your own success.
How can I restrict my audience on Facebook to certain groups of people?
We have an article on ways to do this here.
How can I target specific devices on Facebook or Instagram?
We have an article on how to do this here.
I’m not sure I understand my target audience very well. Where should I start?
The Audience Insights tool can be a great resource to analyze different potential audience groups in more detail. Facebook has general information on this tool here.
How does Location Targeting work on Facebook? What are the options?
How often do lookalike audiences update? Is it automatic?
Lookalike audiences update automatically every 3 to 7 days, as long as you’re still actively targeting ads to the audience.
How often do custom audiences update? Is it automatic?
Website custom audiences update automatically as people who fall within the specified rules navigate to your page.
Other custom audiences may require manual updates of the underlying source audience or may utilize third party update tools for more automated updates (such as Zapier).
What is a lookalike audience?
A lookalike audience enables Facebook to find people on Facebook-owned properties (e.g. Facebook and Instagram) who are similar to a certain group. This group is referred to as a source audience and may be based on people who visit your website, for example.