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72   Articles
2 Min Read

Are Meta Conversion Events Overcounting?

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 to help you troubleshoot and correct this so that your events will fire correctly. Ads

4 Min Read

Do Not Touch a Facebook Ad That’s Working

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 the origins of this advice. Then, allow me to share my own story of how

2 Min Read

Do Not Use URL Equals for Meta Events and Audiences

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 contains” instead. In this post, let’s talk about the many times this choice comes up

3 Min Read

Testing Zaraz to Set Up Facebook Conversions API

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 that its AWS hosting prices many small businesses out. Truthfully, I’d love to find a

3 Min Read

How to Get High Quality Leads from Facebook Lead Ads

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 have people ask me whether they should use Facebook lead ads or send people to

2 Min Read

My Process for Recording Short-Form Videos

I’ve recorded more than 270 videos (give or take) since I started my short-form video journey about six months ago. I’m often asked about my process for recording short-form videos, and I feel like this is a good time to do a reveal. Truthfully, I didn’t feel all that comfortable saying much during most of

3 Min Read

Why Won’t Meta Spend My Advertising Budget?

Maybe your ads are running, but Meta doesn’t spend your entire budgetA budget is an amount you’re willing to spend on your Facebook campaigns or ad sets on a daily or lifetime basis. More. Or maybe your ads won’t deliver at all. Why?? It’s a common issue. Let’s break down the potential explanations for what

8 Min Read

9 Custom Events That Fire on My Website

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 benefit Meta advertising. You can use them to add granularity to reporting, optimization, and even