Meta (Facebook) Ads Optimization Checklist for SaaS & Tech Companies
"Hello! I’m Vitalii Petukhov, the PPC Manager at Aimers. Regular audits are crucial for the success of your Meta (Facebook) Ads campaigns. Without constant monitoring and fine-tuning, you risk underperforming and wasting resources. Regular audits and strategic adjustments are key to impressive results.
Our team has seen how regular audits can significantly improve campaign performance. By identifying and resolving issues early, we’ve helped clients save costs and increase conversion rates.
To help you maintain optimal performance, we’ve compiled a comprehensive Meta (Facebook) Ads checklist. It covers critical areas like tracking conversions, setting up audiences, and optimizing ad creatives, with detailed guidance on identifying and solving potential problems.
Feel free to reach out with any questions. We’re here to help you maximize your advertising efforts.”
How to use our checklist
- 1Read through each statement and answer YES if it applies to your situation, or NO, if it does not.
- 2Ensure you reviewed all 5 sections of statements to cover all aspects of Meta (Facebook) Ads settings.
Let's start
Conversion Tracking
1. Conversions are being tracked
🔥 Good job! Keep using this best practice in your Meta (Facebook) Ads campaigns for continued success.
Tracking conversions is crucial for measuring the effectiveness of your ads and understanding how they contribute to your business goals. Without conversion tracking, you won't know which ads are driving actions like purchases, sign-ups, or downloads.
To ensure conversions are being tracked, set up Facebook's conversion tracking in your ad account. This involves defining conversion events and adding tracking parameters to your ad links. Regularly check your analytics to verify that conversions are being recorded accurately.
To ensure conversions are being tracked, set up Facebook's conversion tracking in your ad account. This involves defining conversion events and adding tracking parameters to your ad links. Regularly check your analytics to verify that conversions are being recorded accurately.
2. Pixel is installed and working correctly
🔥 Good job! Keep using this best practice in your Meta (Facebook) Ads campaigns for continued success.
The Facebook Pixel is a piece of code that tracks visitor actions on your website, providing valuable data to optimize ads and retarget audiences. An improperly installed or malfunctioning pixel can lead to inaccurate data collection and ineffective ad targeting.
To verify the pixel is installed and working correctly, use the Facebook Pixel Helper extension in your browser. Check that the pixel fires correctly on key pages and events. Test different user interactions to ensure all relevant data points are captured.
To verify the pixel is installed and working correctly, use the Facebook Pixel Helper extension in your browser. Check that the pixel fires correctly on key pages and events. Test different user interactions to ensure all relevant data points are captured.
3. Conversions work based on events, not on page visits
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Tracking conversions based on specific events (e.g., button clicks, form submissions) rather than simple page visits provides a more precise understanding of user actions and ad effectiveness. This granularity helps in optimizing ad campaigns for actual user behavior.
To implement this, define and set up event-based tracking in your Facebook Pixel settings. Use the Event Setup Tool to configure events like "Add to Cart," "Purchase," or "Lead," ensuring they trigger correctly on your site.
To implement this, define and set up event-based tracking in your Facebook Pixel settings. Use the Event Setup Tool to configure events like "Add to Cart," "Purchase," or "Lead," ensuring they trigger correctly on your site.
4. Custom conversions are set up
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Custom conversions allow you to track and optimize for specific actions that are most relevant to your business goals, such as reaching a specific page or completing a unique action. Without custom conversions, you might miss out on critical insights and optimization opportunities.
To set up custom conversions, go to the Facebook Events Manager, select 'Custom Conversions,' and define your conversion rules based on URL parameters or specific events.
Conversions can also be implemented by manually coding them into the website, setting up tags in GTM, additional integrations, and by using the offline conversion tracking method. In such cases, it is important to check the settings within these tools to ensure everything is transmitted correctly.
Additionally, it is useful to have more data in the account and to set up the Facebook Conversion API. This can be done manually or through additional integrations with just a few clicks, using tools like stape.io and others.
To set up custom conversions, go to the Facebook Events Manager, select 'Custom Conversions,' and define your conversion rules based on URL parameters or specific events.
Conversions can also be implemented by manually coding them into the website, setting up tags in GTM, additional integrations, and by using the offline conversion tracking method. In such cases, it is important to check the settings within these tools to ensure everything is transmitted correctly.
Additionally, it is useful to have more data in the account and to set up the Facebook Conversion API. This can be done manually or through additional integrations with just a few clicks, using tools like stape.io and others.
Account Structure
1. All necessary audiences are set up (remarketing, look-alike, conversion actions, etc.)
🔥 Good job! Keep using this best practice in your Meta (Facebook) Ads campaigns for continued success.
Setting up diverse audiences is crucial for targeting your ads effectively and maximizing ROI. Remarketing audiences allow you to re-engage users who have previously interacted with your brand, while look-alike audiences help you reach new potential customers who share characteristics with your existing ones. Conversion-based audiences focus on users most likely to complete desired actions.
To set up these audiences, use Facebook's Audience Manager to create custom and look-alike audiences based on your pixel data, customer lists, and engagement metrics.
To set up these audiences, use Facebook's Audience Manager to create custom and look-alike audiences based on your pixel data, customer lists, and engagement metrics.
2. There are no restrictions in the account and/or campaigns (Spend limit, Learning limit, etc.)
🔥 Good job! Keep using this best practice in your Meta (Facebook) Ads campaigns for continued success.
Restrictions like spend limits and learning phase limitations can hinder your ad performance by capping how much you can spend or by not allowing your ads to optimize fully. Ensure there are no unnecessary restrictions by reviewing your account settings in Facebook Ads Manager. Check for and remove any spend limits, and monitor the learning phase status of your campaigns.
If your account is new, you need to be patient. Facebook doesn't immediately allow large spending, and your daily limit may be up to $50 per day. To increase this limit, you need to comply with all rules and replenish your account on time, so that over time, trust in your account grows and the limits increase. Additionally, you can contact technical support with a request to raise the limit.
If your account is new, you need to be patient. Facebook doesn't immediately allow large spending, and your daily limit may be up to $50 per day. To increase this limit, you need to comply with all rules and replenish your account on time, so that over time, trust in your account grows and the limits increase. Additionally, you can contact technical support with a request to raise the limit.
3. The account is structured according to the funnel model TOFU ➝ MOFU ➝ BOFU
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Structuring your account according to the funnel model (Top of Funnel, Middle of Funnel, Bottom of Funnel) ensures that you target users appropriately based on their stage in the customer journey. TOFU focuses on awareness, MOFU on consideration, and BOFU on conversion. To implement this, choose the right strategy for optimization, organize your campaigns and ad sets to target each stage with relevant content and messaging. Use custom audiences for retargeting at each funnel stage and tailor your ads to guide users smoothly through the funnel.
Campaign Settings
1. Campaign goal or primary conversion selected correctly
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Selecting the correct campaign goal or primary conversion is essential for ensuring your ad objectives align with your business goals. Choosing the wrong objective can lead to suboptimal ad performance and wasted budget.
To verify this, review your campaign settings in Ads Manager and ensure the chosen goal matches your desired outcome (e.g., lead generation, website traffic, conversions). Adjust your settings if necessary to reflect the primary action you want users to take.
To verify this, review your campaign settings in Ads Manager and ensure the chosen goal matches your desired outcome (e.g., lead generation, website traffic, conversions). Adjust your settings if necessary to reflect the primary action you want users to take.
2. Using Highest Volume bidding strategy
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The Highest Volume bidding strategy aims to get the most results within your budget, prioritizing volume over cost-efficiency. This strategy is useful for scaling campaigns and maximizing exposure.
To use this strategy, select 'Highest Volume' or 'Lowest Cost' in your bidding options in Ads Manager. Monitor your campaign performance and adjust bids as needed to ensure you are getting the best possible results within your budget constraints.
To use this strategy, select 'Highest Volume' or 'Lowest Cost' in your bidding options in Ads Manager. Monitor your campaign performance and adjust bids as needed to ensure you are getting the best possible results within your budget constraints.
3. Advanced targeting is disabled
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Disabling advanced targeting options, like detailed targeting expansion or targeting automation, can help you maintain more precise control over your audience selection. This ensures your ads are shown to the most relevant users, based on your specific targeting criteria.
To disable advanced targeting, go to your ad set settings in Ads Manager and deselect any options for targeting expansion. Regularly review your targeting settings to ensure they align with your campaign objectives and audience definitions.
To disable advanced targeting, go to your ad set settings in Ads Manager and deselect any options for targeting expansion. Regularly review your targeting settings to ensure they align with your campaign objectives and audience definitions.
4. Website visitors, form fillers, and current customers are excluded
🔥 Good job! Keep using this best practice in your Meta (Facebook) Ads campaigns for continued success.
Disabling advanced targeting options, like detailed targeting expansion or targeting automation, can help you maintain more precise control over your audience selection. This ensures your ads are shown to the most relevant users, based on your specific targeting criteria. To disable advanced targeting, go to your ad set settings in Ads Manager and deselect any options for targeting expansion. Regularly review your targeting settings to ensure they align with your campaign objectives and audience definitions.
Ads Settings
1. Too high or too low number of ads in ad groups (we recommend having 3–5 ads per ad group)
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Having too many ads in an ad group can dilute your budget and hinder performance tracking, while too few ads can limit your ability to test and optimize. Ideally, aim for 3–5 ads per ad group to maintain a balance between variety and manageability. This allows you to compare performance effectively and optimize based on data. Regularly review and adjust the number of ads in each ad group to ensure optimal performance and budget allocation.
2. Creatives are sized for each placement
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Ensuring your creatives are correctly sized for each placement (e.g., News Feed, Stories, Right Column) enhances ad visibility and user engagement. Incorrectly sized ads can appear distorted or be cropped, negatively affecting performance.
To follow this, design your creatives according to Facebook's recommended dimensions for each placement. Use tools like Facebook's Creative Hub to preview how your ads will appear in different placements and make necessary adjustments before launching your campaign.
To follow this, design your creatives according to Facebook's recommended dimensions for each placement. Use tools like Facebook's Creative Hub to preview how your ads will appear in different placements and make necessary adjustments before launching your campaign.
3. UTM tags are set up
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UTM tags allow you to track the effectiveness of your ads in external analytics tools like Google Analytics. Without UTM tags, it’s difficult to attribute traffic and conversions to specific ads or campaigns.
To set up UTM tags, add parameters to your ad URLs using Facebook's URL parameters tool. Include key information like campaign source, medium, and name to track ad performance accurately. Regularly review your analytics to gain insights from the UTM-tagged data and optimize your campaigns accordingly.
To set up UTM tags, add parameters to your ad URLs using Facebook's URL parameters tool. Include key information like campaign source, medium, and name to track ad performance accurately. Regularly review your analytics to gain insights from the UTM-tagged data and optimize your campaigns accordingly.
4. There are custom fields in lead forms
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Using custom fields in lead forms helps you gather specific information relevant to your business needs, improving lead quality. Without custom fields, you may miss out on valuable data that can enhance your follow-up strategy.
To implement this, customize the fields in your Facebook lead forms to capture essential information (e.g., job title, industry, budget). Regularly review and update these fields to ensure they align with your evolving marketing and sales strategies.
To implement this, customize the fields in your Facebook lead forms to capture essential information (e.g., job title, industry, budget). Regularly review and update these fields to ensure they align with your evolving marketing and sales strategies.
Analytics & Reporting
1. There are no imbalances in statistics by GEO, gender, age, placements, etc.
🔥 Good job! Keep using this best practice in your Meta (Facebook) Ads campaigns for continued success.
Imbalances in your ad performance statistics can indicate that certain demographics or placements are underperforming, leading to inefficient budget allocation. Monitoring and addressing these imbalances ensures your ads are effectively reaching all target segments.
To manage this, regularly analyze your ad performance by geography, gender, age, and placement in Facebook Ads Manager. Adjust your targeting and bid strategies to address any significant imbalances, optimizing your ad spend for better overall performance.
To manage this, regularly analyze your ad performance by geography, gender, age, and placement in Facebook Ads Manager. Adjust your targeting and bid strategies to address any significant imbalances, optimizing your ad spend for better overall performance.
2. Different audiences are divided into different groups
🔥 Good job! Keep using this best practice in your Meta (Facebook) Ads campaigns for continued success.
Segmenting different audiences into separate groups allows for tailored messaging and more precise targeting, enhancing ad relevance and performance. Without segmentation, your ads may be too generic, reducing their effectiveness.
To follow this, create distinct ad sets for each audience segment (e.g., new prospects, returning customers, different demographic groups). Customize your ad creatives and messaging for each segment to increase engagement and conversion rates. Regularly review performance data to refine your segmentation strategy.
To follow this, create distinct ad sets for each audience segment (e.g., new prospects, returning customers, different demographic groups). Customize your ad creatives and messaging for each segment to increase engagement and conversion rates. Regularly review performance data to refine your segmentation strategy.