Tracking foundation
Pixel, conversions API, deduplication and domain verification set up correctly.
Meta's algorithm now finds the audience largely on its own, provided it gets clean conversion signal and enough creative variety to test against. Which flips the old priority: obsessing over interest stacks matters far less than shipping a steady stream of genuinely different creative concepts and feeding the system accurate events.
So we get the plumbing right first (pixel, conversions API, event deduplication, domain verification) and then run a creative testing framework where concepts, not just colours, are tested against each other. Winners are scaled into stable campaigns; losers are retired quickly.
Creative is the targeting now
Meta's delivery system finds the audience largely on its own, provided it gets accurate conversion signal and enough creative variety to test. That inverts the old priority: elaborate interest stacking matters far less than shipping several genuinely different creative concepts every month.
Different concept, not different colour. Five variations of the same idea teach the system almost nothing; five distinct angles (price, objection, proof, use case, comparison) give it something to learn from.
The plumbing has to be right first
Pixel plus Conversions API, event deduplication, domain verification, and correctly configured aggregated event measurement. Without those, a meaningful share of your conversion signal never reaches the platform and optimisation degrades, which then gets blamed on creative or on audience.
This is an afternoon of work that changes the performance ceiling of the entire account.
Consolidate for learning, segment only when it pays
Splitting a small budget across a dozen ad sets means none of them exits the learning phase, and the account never stabilises. Consolidated campaigns with broad targeting and strong creative usually outperform elaborate structures at Indian budget levels.
We segment only where there is a genuine reason (a distinct offer, a separate geography, a different funnel stage) and we say so in the plan.
Reconcile platform numbers against reality
Meta reports modelled and view-through conversions, so its numbers will usually exceed what your CRM shows. That gap is not fraud and it is not nothing; it needs to be measured rather than argued about.
We reconcile monthly against your actual sales data and report both figures, so budget decisions are made on the business number while optimisation still uses the platform one.