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You've just spent $10,000 on Facebook ads over the past month. Your Ads Manager dashboard shows 47,000 impressions, 2,300 clicks, and 89 "conversions." Your business bank account shows... well, you're not entirely sure which sales came from Facebook versus Google, email, or organic traffic. Sound familiar?
This isn't just frustrating—it's expensive guesswork.
Here's why this happens to most businesses: They approach Facebook advertising backwards. They create campaigns first, get excited about launching, and then try to figure out tracking later—if at all. By the time they realize they can't accurately measure which ads drove actual revenue, they've already burned through thousands of dollars making optimization decisions based on incomplete data.
The problem gets worse when you factor in Facebook's native tracking limitations. Apple's iOS privacy updates have significantly reduced pixel accuracy. Cookie restrictions mean you're missing conversions. Attribution windows cut off before customers actually buy. The result? Facebook might report 89 conversions while your actual sales data shows something completely different.
It's like trying to improve your golf swing while wearing a blindfold—you might get lucky occasionally, but you'll never know why some shots work and others don't.
There's a better way, and it starts with flipping the entire sequence. Instead of launching campaigns and hoping you can measure them later, you build your tracking foundation first, then launch campaigns you can actually measure and optimize with confidence.
In this guide, you'll learn a different approach—one that treats accurate attribution as non-negotiable infrastructure, not an optional add-on. You'll discover how to set up Facebook ads that you can track from first click to final sale, giving you the confidence to scale what works and kill what doesn't.
This isn't the fastest way to launch Facebook ads—it's the smartest way.
We're going to spend more time on tracking setup than most guides spend on the entire process. That's intentional. Because once you have proper measurement infrastructure in place, every optimization decision becomes clearer, every dollar you spend becomes accountable, and your ability to scale profitably becomes dramatically easier.
Let's walk through how to do this step-by-step, starting with the foundation most advertisers skip. Fair warning: If you're looking for shortcuts or "quick launch" tactics, this guide will frustrate you. But if you're ready to build Facebook advertising infrastructure that actually works, you're in the right place.
Most Facebook ads guides start with campaign creation. That's a mistake that will cost you thousands in wasted spend and months of optimization confusion.
Before you create a single campaign, you need tracking infrastructure that can accurately connect ad clicks to actual revenue. Not Facebook's reported conversions—actual money in your bank account.
Here's what proper attribution tracking looks like:
First, you need a tracking system that captures the complete customer journey from first click through final purchase. This means implementing server-side tracking that isn't affected by iOS updates, cookie restrictions, or browser limitations. When someone clicks your Facebook ad, your tracking system should record that click with a unique identifier that follows them through your entire funnel.
The tracking setup process starts with installing a tracking pixel on your website. But unlike Facebook's native pixel (which has significant limitations), you want a tracking solution that uses first-party cookies and server-side tracking to maintain accuracy even when browsers block third-party tracking.
Your tracking system needs to capture several critical data points for every visitor: which ad they clicked, what time they arrived, what pages they viewed, what actions they took, and ultimately whether they converted and for how much revenue. This data needs to flow back to your marketing attribution software so you can see the complete picture.
Here's the specific implementation sequence:
Install your tracking script in the header of every page on your website. This script should fire before any other tracking code to ensure it captures every visitor. The script needs to be on every page—not just landing pages or checkout pages—because customers rarely convert on their first visit.
Configure your tracking to capture UTM parameters from your ad URLs. These parameters tell your tracking system which campaign, ad set, and specific ad drove each click. Without proper UTM tracking, you'll know someone came from Facebook but won't know which of your 47 ads actually drove the conversion.
Set up conversion tracking for every meaningful action in your funnel. This includes email signups, product page views, add-to-cart actions, checkout initiations, and completed purchases. Each of these micro-conversions gives you optimization data even before customers complete a purchase.
Implement revenue tracking that connects completed purchases back to the original ad click. This is where most businesses fail—they can see that someone bought, but they can't definitively say which ad drove that purchase. Your tracking system needs to maintain the connection between ad click and purchase even if the customer takes days or weeks to convert.
Test your tracking thoroughly before launching any campaigns. Send test traffic through your funnel and verify that every click, page view, and conversion is being recorded accurately. Check that revenue amounts are correct and that the data is flowing into your reporting dashboard properly.
The testing phase is critical. Create a test campaign with a small budget ($20-50) and run traffic to your landing page. Complete several test purchases yourself using different devices and browsers. Verify that each test purchase shows up in your tracking system with the correct ad attribution and revenue amount.
This tracking foundation might take several hours or even a full day to implement properly. That feels slow when you're eager to launch campaigns. But this infrastructure is what separates profitable Facebook advertisers from those who burn through budgets without knowing what's working.
Once your tracking is live and tested, you have something most advertisers never achieve: the ability to make optimization decisions based on actual revenue data rather than Facebook's estimated conversions. This single advantage will save you more money than any targeting trick or ad creative hack.
With tracking infrastructure in place, you're ready to set up your Facebook advertising accounts. The structure you create here determines how easily you can manage campaigns, analyze performance, and scale your advertising.
Start by creating a Facebook Business Manager account if you don't already have one. Go to business.facebook.com and click "Create Account." You'll need to provide your business name, your name, and your business email address. Use your actual business information—Facebook verifies business accounts and you don't want verification issues later.
Once your Business Manager is created, you need to add your Facebook Page. In Business Manager settings, go to "Pages" and either claim an existing page or create a new one. Your ads will run from this page, so make sure it's properly set up with your logo, cover photo, and basic business information.
Next, create an ad account within your Business Manager. Go to "Ad Accounts" in Business Settings and click "Add." Choose "Create a new ad account" and give it a clear name that identifies what it's for (like "Main Ad Account - [Your Business Name]"). Select your time zone and currency carefully—you can't change these later without creating a new ad account.
Add your payment method to the ad account. Go to "Payment Settings" and add a credit card or connect your bank account. Facebook requires payment information before you can launch campaigns. Consider using a credit card that offers rewards or cash back on advertising spend—you'll be running significant charges through this card.
Set up proper access permissions for anyone who needs to work on your ads. In Business Settings, go to "People" and add team members with appropriate permission levels. Give yourself admin access, but consider whether other team members need full access or just analyst/advertiser permissions.
Install the Facebook Pixel on your website through Business Manager. Go to "Data Sources" and click "Pixels," then "Add" to create your pixel. You'll get a pixel ID and installation code. Even though you're using advanced attribution tracking, you still want the Facebook Pixel installed—it helps with audience building and provides backup conversion data.
The pixel installation process varies depending on your website platform. If you're using Shopify, WooCommerce, or another major platform, Facebook provides specific integration instructions. For custom websites, you'll need to add the pixel code to your website header manually or through Google Tag Manager.
Configure your pixel to track standard events like PageView, ViewContent, AddToCart, InitiateCheckout, and Purchase. These events help Facebook optimize your campaigns and build better audiences. Set up the Purchase event to pass revenue values—this tells Facebook the actual value of each conversion.
Verify your pixel is working using the Facebook Pixel Helper browser extension. Install this Chrome extension, visit your website, and check that the pixel is firing correctly on each page. You should see the PageView event fire on every page and conversion events fire when you complete relevant actions.
Create a custom conversion for your main conversion goal. In Events Manager, go to "Custom Conversions" and create a conversion based on your thank-you page URL or purchase confirmation. This gives you a backup conversion tracking method if your pixel tracking has issues.
Set up your domain verification in Business Manager. Go to "Brand Safety" and add your website domain, then verify ownership using one of Facebook's verification methods. Domain verification gives you more control over how your links appear when shared and protects against unauthorized use of your domain in ads.
This account structure setup takes 30-60 minutes but creates the foundation for all your future advertising. Take the time to do it right—fixing account structure issues later is significantly more difficult than setting things up correctly from the start.
Now you're ready to create your first Facebook ad campaign. The campaign structure you choose determines how easily you can test, optimize, and scale your advertising.
Open Facebook Ads Manager and click the green "Create" button to start a new campaign. You'll see Facebook's campaign objective options. For most businesses starting out, choose either "Traffic" (if you want to test audience response) or "Conversions" (if your tracking is fully set up and you want to optimize for purchases).
At the campaign level, you're making high-level decisions about your advertising goal. Don't get distracted by all the options—start with a simple conversion campaign optimized for purchases. You can test other objectives later once you have baseline performance data.
Turn off Advantage Campaign Budget (formerly Campaign Budget Optimization) for your first campaign. While CBO can work well once you have performance data, it's better to start with ad set budgets so you have more control over testing. You can always switch to CBO later once you identify winning audiences.
Name your campaign clearly using a naming convention you'll stick with. Something like "Conversions - [Product Name] - [Month/Year]" helps you identify campaigns quickly as your account grows. Consistent naming becomes critical when you're managing dozens of campaigns.
At the ad set level, you're defining your audience, placement, and budget. This is where most of your strategic decisions happen. Start by setting your conversion event—choose "Purchase" if you're selling products, or your main conversion goal if you're generating leads.
Set your daily budget between $20-50 for your first test campaign. This is enough to generate meaningful data without risking too much on an unproven campaign. You can increase budget once you verify the campaign is profitable.
For audience targeting, start broader than you think you should. Facebook's algorithm needs data to optimize, and overly narrow targeting limits the algorithm's ability to find your best customers. Begin with a geographic target (your country or region), age range (25-65+ unless you have specific reason to narrow), and all genders unless your product is gender-specific.
Add 2-3 interest targets that clearly relate to your product. If you're selling fitness equipment, target interests like "Physical Fitness," "Gym," and "Bodybuilding." Don't stack 10+ interests—you want each ad set to test a distinct audience hypothesis.
Leave detailed targeting expansion turned on. This allows Facebook to show ads beyond your specific interests if the algorithm identifies people likely to convert. The expansion usually improves performance, especially in newer accounts without much conversion data.
For placements, start with Advantage+ Placements (automatic placements). While manual placements give you more control, automatic placements let Facebook show your ads where they're most likely to perform well. You can analyze placement performance later and exclude poor performers.
Set your optimization and delivery settings carefully. Choose "Conversions" as your optimization goal and "Purchase" as your conversion event. Set your attribution window to "7-day click or 1-day view"—this is Facebook's default and provides a reasonable balance between attribution accuracy and optimization data.
Don't touch the advanced options yet. Settings like cost cap, bid cap, and delivery type are for advanced optimization once you have baseline performance data. Starting with automatic bidding lets Facebook's algorithm find conversions at the best available cost.
Create 2-3 ad sets with different audience targets. You might have one ad set targeting fitness interests, another targeting competitor brand names, and a third targeting people who've visited your website (if you have enough traffic for a retargeting audience). This gives you multiple tests running simultaneously.
The campaign structure you've created—one campaign with 2-3 ad sets, each testing a different audience—is simple enough to manage but sophisticated enough to generate optimization insights. You'll add more complexity later, but this structure is perfect for your first campaign.
Your campaign structure is set. Now you need ad creative that actually converts. This is where most advertisers focus all their energy, but creative only matters if your tracking and campaign structure are solid—which yours now are.
Start by understanding what makes Facebook ad creative effective. Unlike Google search ads where people are actively looking for solutions, Facebook ads interrupt people who are scrolling through social content. Your creative needs to stop the scroll, communicate value quickly, and motivate action—all within about 3 seconds.
The most effective Facebook ad format for most businesses is the single image or video ad with compelling copy. Carousel ads and collection ads have their place, but start with single image ads—they're easier to create and test, and they often outperform more complex formats.
For your ad image, use high-quality product photos or lifestyle images that show your product in use. Avoid stock photos that look generic—people scroll past obvious stock imagery. If you're selling a physical product, show the product clearly with good lighting and composition. If you're selling a service, show the outcome or benefit your service provides.
Your image should be 1080x1080 pixels (square format) or 1200x628 pixels (landscape format). Square images take up more screen space on mobile devices, which is where most Facebook users browse. Make sure any text in your image is large enough to read on a phone screen.
Facebook's text-in-image restrictions have been relaxed, but ads with minimal text in the image still tend to perform better. If you need text in your image, keep it to a short headline or key benefit—save detailed copy for the ad text section.
Write your ad primary text (the copy that appears above your image) with a clear structure: Hook, benefit, proof, and call-to-action. Your first sentence needs to stop the scroll—use a question, bold statement, or relatable problem that resonates with your target audience.
The hook might be something like: "Still wasting 3 hours a day on manual data entry?" or "What if you could cut your ad spend by 40% without reducing results?" The hook should immediately identify whether this ad is relevant to the reader.
Follow your hook with 2-3 sentences explaining the core benefit of your product. Focus on outcomes, not features. Instead of "Our software has advanced automation capabilities," say "Automate your entire workflow and get 3 hours back every day." People buy outcomes, not features.
Add social proof if you have it. Mention customer results, testimonials, or usage statistics. "Join 10,000+ businesses already saving time with [Product]" or "Our customers report 40% time savings in the first month." Specific numbers are more credible than vague claims.
End with a clear call-to-action that tells people exactly what to do next. "Shop Now," "Learn More," "Get Started," or "Claim Your Discount" all work depending on your offer. Match your CTA to your landing page—if your ad says "Shop Now," your landing page should let people shop immediately, not read a long sales letter.
Your headline (the text that appears below your image) should reinforce your main benefit in 5-7 words. This is prime real estate—use it to strengthen your value proposition. "Save 3 Hours Daily with Automated Workflows" or "Professional Results in Half the Time."
The description (text below the headline) is optional but can add supporting detail. Keep it to one sentence that addresses a common objection or adds urgency. "Free shipping on all orders" or "Limited time: 30% off for new customers."
Create 2-3 different ad variations for each ad set. Test different images, different hooks, or different benefit angles. You might have one ad focused on time savings, another on cost savings, and a third on quality improvements. This creative testing helps you identify which messages resonate most with each audience.
For video ads, keep them short—15-30 seconds is ideal. The first 3 seconds are critical—show your product or key benefit immediately. Add captions since most people watch videos without sound. End with a clear call-to-action and your product/logo.
Don't overthink creative perfection on your first campaign. You need to launch and gather data. Create solid, professional-looking ads that clearly communicate your value proposition, then let performance data tell you what's working. You'll iterate and improve based on real results, not guesses about what might work.
Your campaign is built, your creative is ready, and your tracking is in place. It's time to launch and start gathering performance data.
Before you click "Publish," do a final review of your campaign settings. Check your budget, verify your audience targeting, confirm your conversion event is set correctly, and make sure your ads link to the right landing page. A mistake here wastes money and delays your learning.
Review your ads one more time. Check for typos, verify images are displaying correctly, and confirm your links work. Click through to your landing page and complete a test conversion to ensure your tracking fires correctly. This 5-minute review can save you from launching a broken campaign.
Click "Publish" and your campaign enters Facebook's review process. Most ads are reviewed within a few hours, though it can take up to 24 hours. Facebook is checking that your ads comply with their advertising policies—no prohibited content, no misleading claims, no policy violations.
While your ads are in review, set up your reporting dashboard. You need a way to monitor performance that shows you the metrics that actually matter—not just Facebook's vanity metrics. Your dashboard should track: spend, impressions, clicks, click-through rate, cost per click, conversions, cost per conversion, revenue, and return on ad spend (ROAS).
Once your ads are approved and running, resist the urge to check them every 30 minutes. Facebook's algorithm needs time to optimize—you won't have meaningful data for at least 24-48 hours. Checking constantly and making changes based on a few hours of data disrupts the learning process.
The "learning phase" is real. When you launch a new campaign, Facebook's algorithm is testing different users, placements, and delivery times to figure out how to get you the best results. This learning phase typically requires about 50 conversion events. Until you hit that threshold, performance will be inconsistent and costs will be higher than they'll eventually stabilize at.
During the first 48 hours, monitor for obvious problems but don't optimize yet. Check that your ads are spending budget, that clicks are coming through, and that your tracking is recording those clicks. If you see zero spend after 6 hours, there might be an account issue. If you see clicks but no tracked visitors, there's a tracking problem. But if everything is flowing normally, let it run.
Watch your frequency metric (how many times the average person sees your ad). In the first few days, frequency should be low—around 1.0-1.5. If frequency jumps to 3+ in the first 48 hours, your audience might be too small. Facebook is showing your ad to the same people repeatedly because there aren't enough people in your target audience.
Check your relevance diagnostics after you have at least 500 impressions. Facebook provides three relevance scores: Quality Ranking, Engagement Rate Ranking, and Conversion Rate Ranking. These compare your ad's performance to other ads targeting the same audience. If all three are "Below Average," your creative likely needs improvement.
Monitor your cost per click and click-through rate. While these aren't your ultimate success metrics (conversions and ROAS are), they indicate whether your creative is resonating. If your CTR is below 1%, your creative isn't compelling enough to stop the scroll. If your CPC is significantly higher than your industry benchmarks, you might have targeting or creative issues.
Most importantly, watch for conversions. Depending on your price point and sales cycle, you might see conversions in the first 24 hours or it might take several days. If you're selling a $30 product, conversions should come quickly. If you're selling a $3,000 service, it might take a week or more for people to convert.
Don't panic if you don't see conversions immediately. As long as you're getting clicks and your tracking shows people are visiting your landing page, the campaign is working—people just haven't converted yet. Give it at least 3-5 days before making major changes.
Document your initial performance in a spreadsheet. Record your daily spend, clicks, conversions, and revenue. This historical data becomes valuable for comparison as you optimize. You'll want to know whether your changes improved performance or made it worse.
After 3-5 days of running your campaign, you have enough data to start meaningful analysis. This is where most advertisers either unlock profitable scaling or waste money on the wrong optimizations.
Start your analysis at the campaign level, then drill down to ad sets, then individual ads. This top-down approach helps you identify where problems or opportunities exist. Open Ads Manager and look at your campaign performance over the last 7 days.
Your first question: Is the campaign profitable? Calculate your return on ad spend (ROAS) by dividing revenue by spend. If you spent $500 and generated $1,500 in revenue, your ROAS is 3.0x. Whether this is profitable depends on your margins, but most businesses need at least 2.0x ROAS to be profitable after accounting for product costs and overhead.
If your campaign is profitable, your goal is to scale it. If it's not profitable yet, your goal is to identify why and fix the problem. Don't kill campaigns too quickly—Facebook's algorithm needs time to optimize, and some campaigns take 2-3 weeks to reach their full potential.
Drill down to the ad set level and compare performance across your different audience targets. Look at each ad set's spend, conversions, cost per conversion, and ROAS. You'll typically see significant variation—one ad set might be crushing it while another is barely converting.
Identify your winning ad set (best ROAS or lowest cost per conversion) and your losing ad set (worst ROAS or highest cost per conversion). The performance difference tells you something important about your audience targeting. If your fitness interest audience is converting at $25 per conversion while your competitor brand audience is converting at $80, you've learned that fitness interests are more qualified for your offer.
Look at your ad-level performance within each ad set. Click into your best-performing ad set and compare your different ad variations. Which creative is getting the highest CTR? Which is driving the most conversions? Which has the best ROAS?
Often you'll find that one ad is significantly outperforming the others. This winning ad is telling you something about what messaging or creative angle resonates with your audience. If your "save time" ad is crushing your "save money" ad, you've learned that your audience cares more about time than cost.
Check your placement performance by clicking "Breakdown" and selecting "Placement." This shows you how your ads perform on Facebook Feed, Instagram Feed, Stories, Audience Network, and other placements. You might discover that Instagram is converting at half the cost of Facebook, or that Audience Network is eating budget without converting.
Analyze your demographic performance by breaking down results by age and gender. Click "Breakdown" and select "Age" or "Gender." You might find that 25-34 year olds convert at twice the rate of 45-54 year olds, or that your product appeals more to one gender. This data informs future targeting decisions.
Look at your device performance (mobile vs. desktop). Most Facebook traffic is mobile, but conversion rates often differ by device. If mobile users click but don't convert, your mobile landing page experience might need improvement.
Review your time-of-day performance by breaking down results by hour. Some businesses find that ads perform better during business hours, while others see better performance in evenings. This data can inform ad scheduling decisions later.
Check your frequency across all ad sets. If any ad set has frequency above 3.0, you're showing the same people your ad too many times. High frequency with declining performance means you've saturated that audience—people who were going to convert have already converted, and now you're just annoying people who aren't interested.
Look at your landing page performance in your analytics platform. How many ad clicks are reaching your landing page? What's your landing page conversion rate? If you're getting clicks but people aren't converting, the problem might be your landing page, not your ads.
Compare your Facebook-reported conversions to your actual revenue data. If Facebook reports 50 conversions but your tracking shows 35 actual purchases, you have an attribution discrepancy. This is normal due to iOS limitations, but you need to know the real numbers to make optimization decisions.
Create a simple performance summary: Total spend, total revenue, ROAS, best-performing ad set, best-performing ad, and key learnings. This summary guides your optimization decisions. You're looking for patterns—what's working, what's not, and why.
With clear performance data in hand, you're ready to optimize. The key is making one change at a time so you can measure its impact. Change everything at once and you won't know what actually improved performance.
Start with the easiest, highest-impact optimizations first. These are changes that require minimal effort but can significantly improve performance. Your first optimization should almost always be budget reallocation—move money from losing ad sets to winning ad sets.
If one ad set is converting at $30 per conversion while another is converting at $90, pause or reduce budget on the $90 ad set and increase budget on the $30 ad set. This immediately improves your overall campaign efficiency without changing anything else.
To increase an ad set budget, do it gradually. Don't jump from $20/day to $100/day—this resets Facebook's learning and often tanks performance. Increase budgets by 20-30% every 3-4 days. So $20 becomes $25, then $30, then $40, allowing the algorithm to adjust to each increase.
For your winning ad sets, create duplicate ad sets with slightly different targeting to expand reach. If your fitness interest ad set is performing well, create a new ad set targeting related interests like "CrossFit" or "Marathon Running." This scales your winning audience hypothesis without disrupting the original ad set.
Pause underperforming ads within your ad sets. If you're running three ads and one has spent $100 without a conversion while the others are converting, pause the non-performer. This concentrates budget on ads that are working. But give ads at least $50-100 in spend before pausing—some ads start slow but improve.
Create new ad variations based on your winning ads. If one ad is significantly outperforming others, create 2-3 new variations that test different elements. Change the image but keep the copy, or keep the image but test different hooks. This iterative testing continuously improves creative performance.
If certain placements are underperforming, exclude them. If your placement analysis showed that Audience Network spent $200 with zero conversions, edit your ad sets to exclude Audience Network. This prevents wasted spend on placements that don't work for your business.
Adjust your audience targeting based on demographic performance. If 25-34 year olds are converting at twice the rate of other age groups, create new ad sets targeting only that age range. Tighter targeting on your best demographics improves efficiency.
If an ad set has high frequency (3.0+) and declining performance, you have audience fatigue. Either pause that ad set temporarily to let the audience "rest," or expand the audience size by broadening targeting or adding new interests. Fresh audiences see your ads with fresh eyes.
Test different conversion optimization events if your main conversion event isn't getting enough data. If you're optimizing for purchases but only getting 2-3 per week, Facebook's algorithm can't optimize effectively. Try optimizing for "Add to Cart" or "Initiate Checkout" instead—events that happen more frequently give the algorithm more data to work with.
Improve your landing page if you're getting clicks but low conversion rates. If your ad CTR is good but landing page conversion rate is below 2%, the disconnect is your landing page, not your ads. Test different headlines, simplify your form, add trust signals, or improve your offer.
For campaigns that are profitable but not scaling, test lookalike audiences. Create a lookalike audience based on your purchasers (if you have at least 100 purchases) or website visitors (if you have at least 1,000 visitors). Lookalike audiences help Facebook find new people similar to your existing customers.
If you're struggling to get conversions, consider testing a different campaign objective. If your conversion campaign isn't working, try a traffic campaign to build initial audience data, then retarget those visitors with a conversion campaign. This two-step approach works well for higher-priced products.
Document every optimization you make and when you made it. In your tracking spreadsheet, note "Increased budget on Ad Set 1 from $20 to $30" with the date. This documentation helps you understand what changes impacted performance when you review results later.
Give each optimization 3-5 days to show impact before making another change. If you increase budget on Monday, wait until Thursday or Friday to see how it affected performance before making your next optimization. Patience is hard but necessary—constant changes prevent you from learning what actually works.
Once you have a campaign that's consistently profitable, scaling becomes your focus. Scaling means increasing spend while maintaining or improving efficiency. This is where most advertisers struggle—they find something that works, then break it by scaling too aggressively.
The first rule of scaling: Do it gradually. Sudden budget increases reset Facebook's learning and often cause performance to drop. If you're spending $50/day profitably, don't jump to $500/day. Increase to $65, then $85, then $110, giving the algorithm time to adjust at each level.
There are two main scaling strategies: vertical scaling (increasing budget on existing campaigns) and horizontal scaling (creating new campaigns with similar targeting). Both work, but they require different approaches.
For vertical scaling, increase your daily budget by 20-30% every 3-4 days as long as performance remains strong. If your ROAS drops by more than 20% after a budget increase, you've scaled too fast. Pull back to the previous budget level and let it stabilize before trying again.
Monitor your cost per conversion as you scale. It's normal for costs to increase slightly as you scale—you're reaching beyond your absolute best audience into slightly less qualified users. But if your cost per conversion doubles, you've scaled beyond what your current targeting can support profitably.
For horizontal scaling, duplicate your winning ad sets with slight variations. Create new ad sets targeting lookalike audiences based on your purchasers. Create ad sets targeting broader interest categories. Create a
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