Ad set’s unsteady performance
- ad frequency
- first-time impressions
- audience overlap
- product view to add to cart ratio etc.
- Facebook preference of different ad sets over different days
- Interest vs LookAlike audience
- Facebook performance during different hours of the day etc.
Addressing unstable ad set performance
- if an ad set had a good performance from midnight till 8 to 9 in the morning, it will continue to perform for the rest of the day in most cases.
- The performance slows down a bit from morning till 3-4 in the afternoon and then the performance picks up again till 9.
- Post 9, the performance hardly improves with some exceptions such as weekends (mostly Friday & Saturday).
Day Parting Strategy
To leverage the above learning, I usually reactivate all of my ad sets at midnight with spend>0 on the previous day and check for their performance at around 8-9 the next morning. I pause the non-performing ad sets and continue with the performing ones.
Cruising or Surfing Technique on Facebook
I, even, employ the cruising/ surfing Facebook Ads technique. Keep increasing the budget of the performing ad set by at most 10% every hour. I have observed that increasing the budget above 10%, say 15% or 20%, sometimes upsets the ad set performance so I find 10% as a safer option, and instead of half an hour, I increase the budget every hour as long as the ad set keeps performing. In some cases, some ad set starts with a daily budget of $300 at midnight and ends with the daily budget of $600. 9’o clock will be the last hour of increasing the budget with rare exceptions.
Previous day performance & budget reset at midnight
Day of the week performance
Budget distribution over the day of the week
Interest vs Lookalike audience
Lowest cost vs Highest Value
Reduced FB ROAS after iOS 14 update
Boosted Learning Trick
The trick of boosted learning for Facebook ads has really worked well for me post iOS 14 updates. The trick is to planning to send some email campaigns at the midnight. If the email campaign generates good sales, some of the purchases also get attributed to some of the ad sets and the ad set learning gets boosted for the rest of the day.
Facebook ads ios 14 what to do
I am going to outline a few pointers that have really helped me uping the performance of the FB ads
Configure Facebook API for your shop
There are a multiple reasons to configure Facebook API for your shop. At the highlevel, you can think something Facebook has two ways to know about the conversion events that occur through the ads manager. One is browser pixel and another one is server to server. Browser pixel fires when a user does some action in the browser such as page view, add to cart etc.
But Facebook is experiencing “Signal Loss” for example –
- Browsers are becoming less reliable for consistent conversion tracking due to 7 day cookie expiration on webkit (i.e. Safari) browsers, browsers blocking all tracking by default, etc
- iOS14 impact placing even more importance on the 8 conversion events being accurate
- AdBlockers are growing in usage with some estimates stating that up to 27% of users have ad blocking enabled
Conversion discrepancies between your Shopify orders and Facebook purchases. It’s not uncommon for most FB accounts to be short ~ 10-20% of actual orders on your Shopify store due to issues above
- Integrate Facebook API helps with more accurate data attribution
- There are multiple resources available out there that will help you in configuring Facebook API for your shop or still, you cannot do it, hire a professional
Start using a third-party data attribution tool
Even with the Facebook API configuration, you will only enhance your Facebook data but it would not help with attribution on other platforms. That’s why you need a third party tool which can attribute different data to different platforms. Some of such tools are Hyros or Anytrack. Even at the basic level, configure your GA to count the conversions as accurate as possible through UTM parameters. So, that when you login to GA, you can look at the performance of different tools through different attribution model
Follow FB instructions
Facebook has been rolling out a lot of instructions lately and you can find them under the resource center such as domain verification, configuring 8 aggregated events in the Facebook events manager post ios 14 update. Or, in one line, follow all the FB instructions that you see on the FB ads manager dashboard
Do not ignore view-through or first-click or LTV based attribution
By default, many of the data reporting or attribution tools do reporting based on the last click attribution model which in some cases undermines the capabilities of the Facebook as an ad platform as branded Google ads, Google shopping campaign, direct traffic, organic traffic, email campaigns gets attributed more when we only look at the last click model.
So, time and often also look at other attribution model such as first-click or view through and weigh the importance of Facebook as an ad platform as Facebook really helps with reaching out to new audience faster. Also, Google coming out with EVC (Enhanced View Through) Conversion attribution model, I think It is good idea to not to ignore view-through conversions as video is going to be the future of the advertisement and marketers will slowly shift away from static images.