Best Practices for Conversion Optimization

Implement the Facebook pixel and specify your conversion events

To use conversion optimization, you will need to implement the Facebook pixel on your website and specify the conversion events you value through Standard or Custom Conversion events. 

Optimize for the right conversion event

Once you have the Facebook pixel placed on your website, select the conversion event you want to optimize delivery for. Then you can further customize your code with standard events and custom conversions.

Bid your true value

Bid the maximum amount you’re willing to pay per objective.

Increase your bid if you’re willing to pay more per objective

You will almost always be charged less than your bid. So, if you’re willing to spend more, increase your bid to maximize delivery.

Set different bids for low and high lifetime value (LTV) users

Create different LTV audience segments. Bid higher for people who bring more value in the long run, and less for people who have a lower LTV.

Don’t change bids and budgets too frequently

Fluctuations in bids may affect delivery.

Set your target audience

If possible, limit the number of ad sets targeting the same people.

Set accurate end times for your ad sets

You might get slower delivery if the system thinks it has to spread your spending out over a longer period of time.

Achieve your objectives with more inventory on Instagram and the Audience Network

Opt into Instagram and the Audience Network for more opportunities to reach your audiences on across devices.

Test and iterate

You can use conversion tracking and Conversion Lift studies to determine what works best for your ad campaign. As you optimize your campaigns, keep in mind that there are many levers that can affect conversion optimization, which you can adjust to achieve the performance and delivery you desire.