You should use Meta events to track important actions that happen on your website. While there are standard events for your typical transactions (purchase, lead, contact), I also use nine custom events that fire when important engagement occurs. These events […]
Yeah, it’s one of those posts. I get that this is a vanity metric. By itself, it doesn’t mean much. But it’s a reflection of hard work. So, allow me to explain what I did to grow from nothing to […]
A rumor took hold of many Meta advertisers for the past several years. The claim was that you can’t use the words “you” or “your” in your Facebook ads copy without risk of rejection — or worse. This theory never […]
I’ve been in search of a Facebook Conversions API alternative to the API Gateway that works seamlessly with Google Tag Manager. I may have found it in Zaraz. To be clear, the API Gateway works great. But I’ve heard consistently […]
Facebook lead ads have a reputation for generating low-quality leads. In many cases, they’ve deserved that reputation. But, there are several steps that you can take to help improve the quality of your leads from Facebook lead ads. I often […]
Maybe your ads are running, but Meta doesn’t spend your entire budget. Or maybe your ads won’t deliver at all. Why?? It’s a common issue. Let’s break down the potential explanations for what might be happening and how you can […]
One of the most common questions I get is related to scaling Facebook ads: Once you get good results, how do you increase your budget while continuing to get those good results? If it were easy, I wouldn’t need to […]
I often hear from Meta advertisers who think their conversion events are overcounting. It typically starts with a distrust of Meta. But if conversion events actually are getting overcounted, there’s almost always a reasonable explanation. Let’s go through the steps […]
If you’ve been a Facebook advertiser for a while, you’ve heard this more times than you can count. You may want to make a change. But it’s extremely risky. Do not touch a Facebook ad that’s working. First, let’s discuss […]
I’ve heard from a handful of advertisers recently who were experiencing issues with their Meta events not firing properly. In each case, the problem was caused by using “URL equals” when setting up events. The solution is simple: Use “URL […]
