Meta ads

What it is

Meta's delivery system decides who sees each ad within the advertiser's objective and budget. Automated options (Advantage+) hand more of the targeting and placement to the system.

Why it matters

It reaches very large audiences for both lead generation and stores, and it responds strongly to creative.

In practice

Campaigns are set to an objective such as leads or sales, with conversion data sent through the pixel and the Conversions API.

A common mistake

Changing settings every day. Each significant edit can send the ad set back into the learning phase.