Optimizations
Where Do Learnings Take Place?
Learning takes place at ad level, NOT ad set level.
Adset level learnings have some effect bunch are much less important
Learning means predicting click-through rate and post-click conversion rate.
Post-click conversion rate needs to be at the very least 0.5%, preferably over 1%.
Each ad must have 25 lifetime conversions for delivery optimization to work.
Each new ad needs to run for 36 hours until learning takes effect
What Will Reset Ad Learnings?
Changing bid and budget is OK and will not reset learnings.
Changing just about anything else (title, message, photo, …) will reset learnings because FB considers this to be a new ad.
If the ad goes to review process that will definitely mean that learning for that ad starts from scratch.
Account level learnings
Accounts also collect learnings (used as priors for new ads).
It is not fair to compare performance against an existing account. All cross-account bake-offs MUST use new accounts.
New accounts use country/objective level priors.
Delivery issues
Most common cause of delivery issues:
CTR is low
or CR is low
What to do if you do not get delivery:
Massively increase bid (or budget if the adset if budget limited).
If using autobid increase budget.
Relaunching the ad might also help because there is some randomness in getting initial conversions.
Deduping
Deduplication happens also on object level (page/app).
If another account shows ads for the same page, only one of the accounts will be able to show an ad for each user.
This is why you absolutely must use an ad study with bake-offs
AutoBid
Autobid will keep increasing your bid so that the budget is spent; in theory it should always spend the entire budget.
Bid can go up to 95th percentile of bids in country/objective; there is no fixed dollar cap otherwise.
The bid distribution is not updated in real time, so when bids suddenly increase (e.g. on Black Friday) the cap might be much lower than 95th percentile and hence auto-bid fails to spend the budget.
Fun Facts
25 conversions is enough to provide roughly 90% accuracy for predicting conversion rates.
Facebook uses up to 90 days of user level data in optimization. This is based on EU regulations but the same 90 days is commonly used throughout Facebook.
There is time decay for learning, so last days matter more. This also depends on the amount of data: if you spend over $10k per day and get tons of impressions then older data has less influence.
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