When should you use the offline Conversions API? First, let’s back up. The Conversions API allows businesses to send first-party conversion events to Meta. This helps improve attribution used for reporting and optimization. Two Methods There are two primary ways to leverage the Conversions API. 1. The most common is the web API. This allows… Read more »
When should you use custom conversions? This is a common point of confusion among advertisers. Custom conversions don’t replace standard or custom events. They have a unique purpose. The Purpose The primary benefit of custom conversions is to segment your results. Here’s an example… The Purchase standard event will fire every time there’s a purchase… Read more »
Advantage+ Placements is on by default, which makes all placements available. The algorithm will make adjustments to placement delivery based on performance. But you have the option to remove placements. Should you remove placements? If so, when? When to Remove Placements If you’re looking for some super complex placement strategy, you’re going to be disappointed…. Read more »
Performance goals define what it is you’re trying to accomplish in the ad set. This is what defines how Meta will optimize to deliver your ads and determines performance in your Results column. There are 21 performance goals in all, but I don’t use most of them. More accurately, I’ve used most of them at… Read more »
The Maximize Conversions performance goal is versatile… When you select the Website conversion location and the performance goal to maximize number of conversions, how your ads get delivered is still yet to be determined. This is decided by the conversion event. Meta’s not trying to find just any conversions for you. Success is defined by… Read more »
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