The Pubcast with Jon Loomer

I've been using Google Tag Manager to manage my Facebook pixel for the last year or two, and I wish I would've started doing it sooner. This Shot explains why.

A common complaint among advertisers lately is that since iOS 14 changes, Facebook's reported conversions are incomplete and inaccurate. One solution may be optimizing for non-prioritized events.

I have a saved report in my Ads Manager for "The Good Stuff" -- the metrics that matter most to me. These are those 30 metrics. What metrics are in your saved report?

In this Pubcast, I talk about the realization of the mistakes I've made and seeing the impact of some of my decisions (some I don't regret, some I do) reflected now. And then how energized I am with a plan for 2022. Pop a bottle!

Website custom audiences may become smaller and less effective with time due to iOS 14 and opt-outs. But there are so many targeting options Facebook could provide that wouldn't be impacted. And they'd be awesome.

Advertisers during this time of year need to understand that their conversion rates can remain the same as what they've been all year, but Cost Per Conversion may increase drastically. That's due largely to seasonality, competition, and the impact on CPM.

My most common answer to people who ask about the quality of metrics and whether a result is good or bad is "It Depends." There are so many factors that create the context to properly evaluate performance.

If you optimize for link clicks or landing page views, Facebook doesn't care about the quality of those clicks or visits. They only care that the event happened. But, you can change actually force Facebook to optimize for quality traffic.

If you're targeting and optimizing properly, you don't even need to optimize for a purchase or promote content that sells a product. You'll reach the right people who want to purchase.