How do I know when my Meta creative is worn out versus just underperforming?
Look at whether the decline tracks frequency. Fatigue shows a slow slide in click-through and rising cost while frequency climbs and the same people see t…
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Meta & Social
Facebook, Instagram and social advertising that reaches revenue.
How do I know when my Facebook ads have burned out?
Watch frequency, which is impressions divided by reach, together with the share of impressions going to people seeing the ad for the first time. In a boun…
Do I need the Meta Conversions API, or is the pixel enough?
The pixel alone loses events to browser restrictions, blockers and in-app browsing. The Conversions API sends the same events from a server, so delivery n…
Should service businesses run click-to-message ads instead of lead forms?
Message ads win when someone has to be available to reply quickly and the job needs a conversation to qualify. Lead forms win when volume matters more tha…
After we set up the Conversions API our lead numbers doubled. Are those real?
Probably not. When the browser pixel and the server-side Conversions API both send the same event without a shared event identifier, Meta counts it twice.…
Do click-to-message ads work better than lead forms for service businesses?
They work when someone is actually answering. A message ad opens a conversation in Messenger or Instagram Direct, which captures people who will not fill …
For a local service business, is broad targeting really better than picking interests?
Usually, because the radius already did most of the targeting. A service area of a few hundred thousand adults is small by Meta's standards, and layering …
Half my Meta lead phone numbers are disconnected. Are they fake leads?
Rarely fake on purpose. Meta prefills the phone number from the person's profile, and profiles hold old numbers people set up years ago and never updated.…
How should I target audiences on Meta for a local service business?
Get the geography exactly right, keep the audience broad, and let the creative do the qualifying. Set location to people living in the area rather than th…
Is boosting a post the same as running a Facebook ad?
No. Boosting is a simplified path that defaults to engagement-style objectives, limited placements, minimal targeting control and no proper conversion opt…
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