Comments on: Meta Ads Targeting and Optimization’s Fatal Flaw

By: Sudip Chatterjee

Sudip Chatterjee — Wed, 13 Nov 2024 17:28:56 +0000

What if we make the custom event comprising of 3 ti 4 actions like , 1 minute on the site and 70% scroll, internal link click all mixed into one event. Will FB try to accomplish this action? Lets assume they try reaching the older age and it didn't get enough events will it try knocking other age groups to maximize the volume within the budget.

By: Jon Loomer

Jon Loomer — Tue, 12 Nov 2024 20:50:46 +0000

In reply to Abold. No, that's not going to work. Meta can't report on conversions in that case, so the optimization for delivery will be confused. There unfortunately is no good or easy solution for this situation.

By: Abold

Abold — Tue, 12 Nov 2024 13:47:08 +0000

This is the clearest explanation of the issue I've ever read–thank you!

One question: If you're driving people to an Amazon page, you can't install your own pixel. Do you trust the "maximize conversions" goal in those situations?

By: Abold

Abold — Tue, 12 Nov 2024 13:47:08 +0000

This is the clearest explanation of the issue I've ever read–thank you!

One question: If you're driving people to an Amazon page, you can't install your own pixel. Do you trust the "maximize conversions" goal in those situations?

By: Benjamin

Benjamin — Tue, 12 Nov 2024 13:04:43 +0000

Great read and interesting topic, Jon. And agree you should be very clear about what your goals are. But in my opinion there's another flaw, and strikingly for purchase campaigns. Imo meta audience expension is counter-productive for finding new customers and almost overrules exclusions or excisting customer cap (asc campaigns are most effected by this).
It's complex to find real prove for this, but in our campaign there pretty strong indicators incremental budget is going to existing customers and not new.

I know you're not fond of 2-step campaigns, but I'm setting up a traffic campaign now with exclusions and no audience expension to target new web visitors, so if will feed my conversion campaigns better with an engaged – but still new customers – audience. Any thoughts on this?

By: Jon Loomer

Jon Loomer — Tue, 12 Nov 2024 10:04:43 +0000

In reply to MH. That's different because Meta isn't trying to get you a specific action. So there aren't any built-in weaknesses that it can exploit, as far as I know. But, of course, that doesn't necessarily make optimizing for reach better.

By: Jon Loomer

Jon Loomer — Tue, 12 Nov 2024 10:04:43 +0000

By: MH

MH — Tue, 12 Nov 2024 02:18:50 +0000

What if your performance goal is optimizing for reach within an awareness campaign?