This is a good lesson about Meta ads The Performance Goal is chosen within the ad set and determines optimization and delivery. How you optimize impacts who sees your ad. Meta will show your ad to people most likely to perform your desired action. More and user behavior. One action doesn’t predictably lead to the next.
I created a The campaign is the foundation of your Facebook ad. This is where you'll set an advertising objective, which defines what you want your ad to achieve. More optimized for 1-minute page views using a custom event. This ad generated nearly 4,000 1-minute views. There’s also decent retention to 2-minute and 3-minute views.
It would be reasonable to assume that many of these people scrolled down the page. But only about 2% of those who viewed for a minute scrolled 35% of the way down.
This is not normal behavior. Typically, I get way more 35% scrolls than 1-minute views. Why?
There are two potential factors contributing here:
First, this is a longer post than normal. It will take more work and time to scroll 35%. I can’t ignore that. Still, a 2% Scroll vs. 1-minute view ratio is crazy low (unnaturally low).
Second, Meta is LITERAL about optimization. The only focus here was 1-minute visits. The algorithm doesn’t care if people scroll. There could be a specific type of user that makes 1-minute visits. They may just open the page and sit there without scrolling.
It’s a good reminder regarding optimization and user behavior. Don’t assume one action will lead to the next. Your ads This is the group of people who can potentially see your ads. You help influence this by adjusting age, gender, location, detailed targeting (interests and behaviors), custom audiences, and more. More will not behave the way your organic audience behaves.