- Jul 28, 2016
- 854
- 295
Meta isn't always interested in spending your budget efficiently. If you want higher ROAS, you need to control a few things yourself.
- Compare Meta data with your own analytics
- Turn off Audience Network (Remember - Audience Network is ENEMY)
I always turn this off, saves me from different horrors of the past where I'd get 5x inflated CPM because Meta decided to spend 20x more on Audience network even thought it has never brought in any meaningful results.
Sure CPM might be slightly higher but it's better than wasting the budget for days on something that is not set to work from the start.
- Optimize for conversions, not clicks
Traffic campaigns attract alot of cheap clicks. Many of those clicks never turn into buyers.
Train the algorithm for:
The deeper the event, the better the traffic quality usually becomes (always).
- Use your own customer data
Upload customer lists and conversion data back into Meta.
The algorithm performs better when it understands who your actual buyers are instead of guessing.
If you're generating leads, clean your CRM regularly too. Bad data creates bad optimization.
Though, I get it if you go for an optimized ABO campaign instead. Lookalike audience is bit overrated.
- Use anti-fraud tools
Use a cloaker obviously.
- Compare Meta data with your own analytics
- Don't blindly trust Ads Manager numbers.
- If Meta shows 1,000 clicks but GA4 shows 600 sessions, that's normal to some extent. But if the gap becomes huge, something is wrong.
- Always compare platform data with independent analytics. Most advertisers never check this.
- Turn off Audience Network (Remember - Audience Network is ENEMY)
I always turn this off, saves me from different horrors of the past where I'd get 5x inflated CPM because Meta decided to spend 20x more on Audience network even thought it has never brought in any meaningful results.
Sure CPM might be slightly higher but it's better than wasting the budget for days on something that is not set to work from the start.
- Optimize for conversions, not clicks
Traffic campaigns attract alot of cheap clicks. Many of those clicks never turn into buyers.
Train the algorithm for:
- purchases
- qualified leads
- registrations
The deeper the event, the better the traffic quality usually becomes (always).
- Use your own customer data
Upload customer lists and conversion data back into Meta.
The algorithm performs better when it understands who your actual buyers are instead of guessing.
If you're generating leads, clean your CRM regularly too. Bad data creates bad optimization.
Though, I get it if you go for an optimized ABO campaign instead. Lookalike audience is bit overrated.
- Use anti-fraud tools
Use a cloaker obviously.