Converting Digital

The Complete Guide to Google Display Network Ads in 2025 – Everything You Need to Know

tom — Wed, 19 Feb 2025 13:42:51 +0000

If you’re running display campaigns on Google Display Network (GDN) without knowing the latest 2025 ad specs, you’re likely wasting money and missing out on performance.

Google Display Network constantly evolves, and to ensure your ads look great and appear in the right placements, you must follow Google’s latest requirements.

This guide covers everything you need to know about ad specs, campaign benefits, the differences between static and responsive ads, recommended sizes, supported formats, performance tips, and more.

What is Google Display Network (GDN)?

Google Display Network is one of the world’s largest advertising platforms, allowing advertisers to showcase visual ads across millions of websites, apps, and YouTube.

Massive Reach: Access to millions of sites and apps worldwide

Advanced Targeting: Segment audiences based on interests, demographics, browsing behavior, and more

Supports Various Ad Formats: Image, video, HTML5, interactive, and responsive ads

Boosts Brand Awareness: Engage potential customers at different stages of the marketing funnel

Flexible Pricing Models: Pay-per-click (CPC) or pay-per-impression (CPM)

Full Technical Specifications for Google Display Network Ads in 2025

Supported File Formats & Maximum Size

Accepted Formats: PNG, JPG, GIF

Max File Size: 150KB

Static Display Ad Sizes (Uploaded Ads)

Static ads are pre-designed banners uploaded directly to Google in specific formats. Below are the most recommended and high-performing sizes:

Square & Rectangle Ads

200×200 – Small Square

250×250 – Square

300×250 – Inline Rectangle (High Performance)

336×280 – Large Rectangle (High Performance)

580×400 – Netboard

Skyscraper Ads (Tall & Narrow, Ideal for Sidebars)

120×600 – Skyscraper

160×600 – Wide Skyscraper

300×600 – Half-Page Ad (High Performance)

300×1050 – Portrait

Leaderboard Ads (Best for Top-of-Page Placements)

468×60 – Banner

728×90 – Leaderboard (High Performance)

970×90 – Large Leaderboard

970×250 – Billboard

Mobile Ad Sizes

300×50 – Mobile Banner

320×50 – Mobile Banner

320×100 – Large Mobile Banner (High Performance)

Animated (GIF & HTML5) Ad Requirements in 2025

If you use animated ads, you must follow these Google-imposed restrictions:

Maximum Animation Length: 30 seconds

Looping: Allowed, but animation must stop after 30 seconds

Frame Rate (FPS): Cannot exceed 5 frames per second

Responsive vs. Static Display Ads – Which One Is Better in 2025?

1⃣ Static Display Ads (Uploaded Ads)

Require creating separate versions for different screen sizes

Full control over the ad’s design and layout

Ideal for brands with strict design guidelines

2⃣ Responsive Display Ads (Recommended by Google)

Automatically adjust to fit different screen sizes and placements

Google assembles the ad using provided images, headlines, and logos

Offers broader reach with less manual design work

Which one should you choose?

If you need total control over branding—go for static ads.

If you want flexibility and time efficiency—responsive ads are the way to go.

Why Following Google’s Ad Specs Is Crucial

Using the wrong ad size or format can result in:

Blurry or cropped images

Poor placement across partner sites

Low click-through rates (CTR)

Ads being disapproved by Google

To avoid these issues, always use recommended ad sizes and ensure high-quality images.

Tips to Improve Your Google Display Ads in 2025

Invest in Professional Design – Well-designed ads significantly boost CTR.

Run A/B Tests – Experiment with different ad variations to find the most effective one.

Use Clear & Concise Messaging – Avoid cluttered text that distracts users.

Analyze Your Data – Use Google Analytics and Ads reports to optimize campaigns.

Leverage High-Quality Visuals – If you lack an in-house designer, consider working with a professional service for high-converting creatives.

What’s Next?

Google keeps updating its advertising policies, so staying informed about the latest trends and best practices is essential.

Do you use more static or responsive ads? Let us know in the comments!

The post The Complete Guide to Google Display Network Ads in 2025 – Everything You Need to Know appeared first on Converting Digital.

Marketing Dashboard for eCommerce Sites: The Essential Tool for Success in the Digital World

Michael Vaknin — Tue, 19 Dec 2023 15:29:09 +0000

In today’s competitive world, ecommerce sites must invest in effective digital marketing to reach their target audience, increase sales, and improve profitability. Managing successful campaigns requires tracking a lot of data from different sources, which can be a complex and challenging task.

This is where a smart dashboard for ecommerce sites comes in.

A smart dashboard is a powerful tool that allows you to centralize all of your digital marketing data in one place, providing a clear and comprehensive overview of all your activities. A significant advantage of a smart dashboard is the ability to analyze data in a convenient and interactive way, while gaining essential business insights.

The various uses of a smart dashboard:

Presenting the general metrics of digital marketing activity: Total advertising expenses, total revenue, number of orders, revenue, average order value, conversion rate, etc.
Data analysis by platform, campaign, device, geographic region, search terms, age, and more: Allows you to identify what works and what doesn’t, and improve your performance over time.
Real-time results tracking: Get an up-to-date picture of your campaign activity, while identifying trends and making adjustments in real time.
Creating custom reports: Export data and custom reports that can be shared with your marketing team or other stakeholders.
Monitoring ad feedback: Track feedback on Facebook and Instagram ads, and respond quickly to customers.

Benefits of using a smart dashboard:

Making informed decisions: In-depth data analysis allows you to make data-driven decisions about your digital marketing strategy.
Saving time: Instead of wasting time collecting data from different sources, the dashboard gives you all the information in one place.
Improving performance: Identify weaknesses and potential for improvement, while making changes and adjustments in real time.
Improving collaboration: Share data and reports with your marketing team, while improving coordination and teamwork.

In conclusion, a smart dashboard for ecommerce sites is an essential tool for any business that wants to succeed in the digital world. It allows you to get a clear picture, analyze data in a convenient and interactive way, make informed decisions, and improve your performance over time.

The post Marketing Dashboard for eCommerce Sites: The Essential Tool for Success in the Digital World appeared first on Converting Digital.

5 Facebook Ad Mistakes that eCommerce Businesses Should Avoid!

Michael Vaknin — Thu, 09 Jun 2022 04:47:52 +0000

Over the last four years, we’ve been managing large-scale Facebook Ads campaigns mostly for eCommerce businesses. During this time, We learned the dos and the donts in advertising. Allow us to share with you five common Facebook Ad mistakes made by eCommerce businesses of all sizes.

Burning Your Budget on Non-Conversion Campaigns

In eCommerce, we’re selling stuff. That’s why we’ll almost always choose conversions as our campaign objective and optimize for Purchase, Initiate Checkout, or Add to Cart events – depending on the number of event signals we estimate to receive. Advertisers that spend more than 30% of their budget on Brand Awareness or Engagement campaigns miss their own main goal – selling products effectively.

eCommerce Activity without using DPA Campaign

Many eCommerce businesses don’t create dynamic product ads (DPA) campaigns because it seems to be complicated to create a feed and product catalog. Moreover, without knowing the best practices it could even be a failure on the first try. We strongly recommend creating a remarketing DPA campaign which is one of the most successful and profitable campaigns available for eCommerce websites.

Fixed (Non-Flexible) Budgets in eCommerce

Some clients ask us, what sort of advertising budget we would recommend. We don’t have a simple answer and we’ll always go on to say that the budget shouldn’t be fixed but rather that it be a result derivative. An eCommerce business should define its optimal ROAS (Return on Ad Spend) from the cost structure. Then, on an ongoing basis, we’ll increase and decrease the budgets according to the performance and other logistic restrictions. As an example, if we aim to ROAS=3, and we are on 5, and the factory could produce more, we will increase the budget as far as we’re getting our target ROAS and vice versa.

eCommerce Activity without using Facebook’s Pixel

Trying to run Facebook Ads campaigns without a pixel installed properly is like driving a car without a driver. It’s just impossible to succeed this way. Today, it’s pretty easy to implement a pixel on your site and it’s a must-have for every eCommerce business to track all the actions users do throughout the funnel.

Mediocre Creative and boring ad-copy

Lastly, and maybe most importantly. Nowadays it’s all about creative & ad copy on Facebook Ads. You cannot win without awesome copy and a great image ad or video ad. It could be a packshot, tabletop, or model, with or without added text, however, it must be eye-catching and stand out from the crowd.

Boost your business performance with Converting Digital

We’re Converting Digital, a digital growth agency specializing in digital marketing and advertising across various verticals such as eCommerce, lead generation, and more.

Drop us a line here or schedule a free consultation call here to discuss how we can help you boost your business performance.

The post 5 Facebook Ad Mistakes that eCommerce Businesses Should Avoid! appeared first on Converting Digital.

5 Key Elements for Increasing Product Page Conversion rate in eCommerce sites

Michael Vaknin — Thu, 09 Jun 2022 04:46:56 +0000

For most eCommerce websites, success depends greatly on how products are presented to users, as well as the effectiveness and appeal of their product pages. Here are five simple steps to increase product page conversion rates:

Images on Product Page

In today’s world of crazy competition for users’ attention, images in product pages can determine your conversion rates, for better or worse. Online sellers must be sure to use eye-catching and appealing product images.

Use only high-resolution product images.
Take multiple photographs of each product from different angles and styles (for example, if you sell jewelry, use both packshots and models).
Make sure your images communicate your product’s features and advantages.
It is always helpful to add short, well-edited videos.

Product Names

Formulate the product’s name by the relevant search terms, so users immediately realize that your product is what they’ve looked for.

Yet, make sure to include unique words(s) in your product name to keep it aligned with your brand. For instance, if your brand name is Guccy and your product is a gold anklet, call it: the “Gucci gold anklet”.

Pricing

It’s recommended to use some techniques to make the products seem more appealing. Here are three examples:

If you offer a discount, besides the current price, it’s recommended to also add the original price with a cross and to show the user how much was saved.
If there is an option to spread payments for expensive products, be sure it’s communicated in a clear, unmissable way on your product page.
If you sell a non-luxury product, you can use charm pricing, also known as the 99 pricing strategy, which is an effective psychological pricing strategy. For example, selling your product for $19.99 instead of $20.00 will affect customer perceptions and improve the product page conversion rate.

Call to Action (CTA) on Product Page

The user’s following step after arriving at your product page is adding the product to the cart, so be sure the “Add to Cart” button stands out and tempting to click on.

By the way, the microcopy of this button does not have to be “Add to Cart.” You can experiment with different microcopies, see what works best, and stick with it.

Using tempting and urgent language on your product page is another significant part of the “Call to Action.” Highlight any special discounts or sales prominently on your page. An example would be a banner announcing a “summer sale,” “Black Friday,” etc.

It’s recommended to use messages like “limited time offer,” “limited stock,” etc., to create a sense of urgency and boost conversion rates. A counter can also be used to count down the days/hours left until the sale ends.

Social Proof on Product Page

You should try to incorporate as many trust-building elements as possible into your product page to increase users’ willingness to buy. That’s even more important for new and yet unknown businesses. Including reviews from happy customers on your product page can be the dime to the pound and convert users into customers.

Boost your business performance with Converting Digital

We’re Converting Digital, a leading performance marketing agency that provides brands & companies with winning digital marketing services.

Drop us a line here or schedule a free consultation call here to discuss how we can help you boost performance and increase sales for your eCommerce business.

The post 5 Key Elements for Increasing Product Page Conversion rate in eCommerce sites appeared first on Converting Digital.

The difference between Link Clicks, Landing Page Views, and Content Views metrics in Facebook advertising and why it’s important?

Michael Vaknin — Thu, 09 Jun 2022 04:46:54 +0000

Throughout this article, we will explain the difference between Link Clicks, Landing Page Views, and Content Views metrics for Facebook (Meta) ads, and why it matters.

Link Clicks

Link Clicks is the metric that tells you how many people clicked on your ad.

But knowing the number of clicks isn’t enough. Often, a single user may click the ad multiple times or leave it right away because it takes the page a millisecond longer to load than he is willing to wait.

The Link Clicks metric is effective for A/B testing when dividing the number of clicks by the number of impressions (this metric is called Click Through Rate – or CTR).

For instance, you can make different creatives with the same copy and see which version gets better CTR.

However, if you want a more accurate picture of the traffic quality that’s sent to your website, it requires more information.

Landing Page Views

Landing Page Views is a metric that sifts out all those mistaken/bounced clicks and measures how many of those who clicked on your ad have also made it to your website.

It gives a more down-to-earth picture of the relevant traffic created by your ad.

While the fact that users have landed at your website may signal that your ad does attract people who have an interest in your product, it’s still hard to say what the intent of this traffic is, i.e., how many of them are indeed likely to buy.

Content Views

For that, you may want to use the Content Views metric. Content Views is a metric that shows how many of those who arrived at your website have also made particular actions such as viewing a product page or browsing a deeper page on your site.

Here too, you need to divide the number of content views by the number of link clicks or landing page views. The closer the number obtained is to 1, the better the quality of the traffic your ad generated.

How to use these metrics wisely?

In e-commerce platforms such as Shopify or WordPress, the Content Views metric is automatically set to track product page visits (content view = product page visit), which can sometimes be a bit tricky.

Here’s why: When setting up an ad, you provide a website URL – the page the user who clicks on your ad will be taken to.

Suppose you send your visitor directly to a product page instead of a category page or home page, for example.

In that case, it means that there’s no difference between Landing Page View and Content View (since the product page – which fires the content view metric, is also the landing page the user visits), so you have to stay aware of it.

In some cases, it’s recommended to assign the ad’s website URL to the category page.

In this way, you can get a better idea of the quality of traffic that comes from an ad.

You can add a new custom column whose formula is Content Views / Landing Page Views to get the ratio of product page visitors to the total traffic.

Boost your business performance with Converting Digital

We’re Converting Digital, a digital growth agency specializing in digital marketing and advertising across various verticals such as e-commerce, lead generation, and more.

Drop us a line here or schedule a free consultation call here to discuss how we can help you boost your business performance.

The post The difference between Link Clicks, Landing Page Views, and Content Views metrics in Facebook advertising and why it’s important? appeared first on Converting Digital.

The top eCommerce metrics to track when advertising on Meta (Facebook)

Michael Vaknin — Thu, 09 Jun 2022 04:46:10 +0000

Like with any other digital advertising platform, the only way to ensure you get the best out of your Facebook Ads campaigns is by tracking their performance closely and optimizing them accordingly.

There are hundreds of trackable metrics and terms in your Facebook Ads Manager, which makes it impossible to follow them all.

Hence it’s crucial to identify the most significant ones, so you can avoid getting lost in mountains of not-always-useful information.

In this article, we will discuss what we consider the most fundamental metrics for eCommerce and explain what can be learned from each metric.

In a rough division, we like to split those metrics into two general groups:

Information metrics

all those metrics that give you a clear and straightforward picture of everything that’s going on in your ads account in terms of hard numbers.

You can think of it like your bank account app, which tells you how much money comes in, goes out, and shows you your bank account’s status at any given time.

Performance metrics

based on the information metrics, but their role is to go a little deeper and equip you with insights that allow you to answer questions like “am I making money here or losing”? “Are my creatives/ad copy good”? “What’s the return on the money spent on these ads”? “How much does it cost me to get someone to purchase?” and so on.

Now, let’s dive into the metrics included in these groups, provide a definition for each metric, and clarify it.

Budget

If it’s a CBO campaign – i.e., the budget is set at the campaign level and not at the Ad set level – the budget metric shows you the maximum amount of money your campaign can spend each day.

If, for example, one campaign performs better than another, you may want to increase or decrease its budget accordingly.

Amount Spent/Cost

This metric shows how much money was spent (in total) during the defined period.

For instance, if you have two similar campaigns/ads with the same budget but different creatives (let’s say one uses video and the other image), and the one with video spends more money, it may mean that the FB algorithm thinks this type of creative will outperform for this product.

Impressions

The impression metric is the number of times your ads have appeared on your target audience’s screens.

As defined by Facebook, an impression is when an ad appears on a user’s screen for the first time.

For example, when a user scrolls down an ad while on screen and then scrolls back up to the same ad, it counts as 1 impression. But if he sees the same ad two times is counted as 2 impressions.

Reach

This metric provides you with the number of people who saw your ads at least once.

The definition of reach differs from impressions, which may consist of the same person viewing your ad multiple times

Frequency

This metric represents the average number of times that an ad is shown to one person.

Knowing that detail is vital. If your frequency is too high, it means that people see your ad over and over again, which may cause an adverse reaction.

Link clicks

This metric represents the number of times users have clicked on links within your ads.

It may be a “Shop-Now” button, a link to your website in the ad copy, or the ad’s picture that leads them to your website/landing page.

Landing Page Views

This metric measures how many who clicked on your ad have also made it to your website.

Often, a single user may click the ad multiple times or leave it right away because it takes the page a millisecond longer to load than he is willing to wait.

This metric can help you understand how many link clicks led to actual product page views.

Adds to Cart

The number of times people who came to your website from your ad added a product to their cart.

Checkouts Initiated

The number of times people who came to your website from your ad initiated the checkout process.

Adds of Payment Info

The number of times people who came to your website from your ad added their payment info.

Purchases

The number of times people who came to your website from your ad purchased your product.

The information about each stage of the customer journey is essential, as it can indicate if anything is wrong not only with your campaign/ad but also with your website.

For instance, if you see a high number of Add to Carts but no Checkouts, you may have a technical issue in the checkout stage that causes your audience to abandon.

Purchases Conversion Value (Revenue)

This is the total value of purchases on your website that occurred as a result of your Facebook campaign/ad (or all the purchases on your website that the Facebook algorithm attributes to your campaign/ad). Or, in other words: The revenue from your product sales.

Return On Ad Spend (ROAS)

The calculation behind this metric is: Purchases conversion value / Amount spent.

For example: If your amount spent is $100 and your Purchases conversion value is $200, your ROAS will be 2 (200/100=2).

Cost Per Mile (CPM)

This metric measures the average amount you pay for 1,000 impressions.

As explained by Facebook, CPM measures the total amount spent on an ad campaign, divided by impressions, multiplied by 1,000.

For example: If you spent $100 and got 20,000 impressions, your CPM was $5 (100 / 20000 * 1000).

If your CPM is too high, it may indicate that your campaign’s weak for some reason. Maybe you advertise to a not-so-relevant audience, your creatives are boring, etc. (you can learn more about reasons for high CPM here).

It’s important to add that many times the CPM will be high only because there’s a huge demand due to events like Christmas, the holiday season, etc.

Click Through Rate (CTR)

The CTR metric measures the percentage of link clicks out of the total number of impressions for each campaign/ad.

It’s calculated by dividing the number of link clicks by the number of impressions. For example: If you have 50000 impressions and 250 link clicks, your CTR is 0.5% (250 / 50000).

The higher the CTR, the better your campaign/ad is.

Cost Per Click (CPC)

The CPC (Cost Per Click) is how much, on average, each click costs you.

It’s calculated as the total amount spent divided by the total number of link clicks.

Digital marketers often use this metric as a benchmark for ad/campaign/creative effectiveness by comparing their CPC.

Cost per Add To Cart

The average costs for one add to cart.

It’s calculated by dividing the total amount spent by the number of add to carts during the time period you chose to measure.

Cost per Checkout Initiated

The average costs for one checkout initiated.

It’s calculated by dividing the total amount spent by the number of checkout initiated during the time period you chose to measure.

Cost per Add of Payment Info

The average costs for one add of payment info.

It’s calculated by dividing the total amount spent by the number of payment info added during the time period you chose to measure.

Average Order Value (AOV)

Average order value (AOV) provides the average amount of revenue you make each time a user places an order on your website.

To calculate it, you need to divide the total revenue by the number of purchases in your chosen time period.

For example, assuming your sales were $45,000 this month, that came out of 1500 orders. $45,000 divided by 1,500 = $30, so this month’s AOV is $30.

Conversion Rate

This metric divides the total number of visitors during a specific time period by the number of conversions (usually the number of purchases).

As an example, if your website had 5,000 visitors in a week and 500 sales, the conversion rate for this week is 500 divided by 5000 = 10%.

Say you want to know if sending users from your ad to a product page converts better than sending them to the home page.

Comparing the conversion rates of two identical ads, one leading to the product page and the other to the home page, will give you a clearer picture and allow you to make decisions based on not only gut instincts but actual numbers.

Cost per Purchase (or CPA)

The average costs for one purchase.

It’s calculated by dividing the total amount spent by the number of purchases that occurred during a specific time period.

Boost your business performance with Converting Digital

We’re Converting Digital, a digital growth agency specializing in digital marketing and advertising across various verticals such as e-commerce, lead generation, and more.

Drop us a line here or schedule a free consultation call here to discuss how we can help you boost your business performance.

The post The top eCommerce metrics to track when advertising on Meta (Facebook) appeared first on Converting Digital.

IOS 14 And Meta Ads – All you need to know (and do!)

Michael Vaknin — Thu, 09 Jun 2022 04:39:21 +0000

Starting in early 2021, Apple began enforcing its AppTrackingTransparency framework (the Apple prompt) in all apps in the App Store. As a result, advertisers running campaigns targeting iOS 14 may be impacted by data sharing limitations on Meta platforms.

You can learn more about Apple’s App Tracking Transparency here.

On IOS 14, apps, including Facebook and Instagram, must ask for users’ permission before sharing data (such as gender, age, hobbies, search history, and more) for advertising purposes.

Without getting too deep into the technical implications of these changes, it means that user privacy has become more important, and it is now more difficult to obtain and analyze information about their behavior, control who exactly will see your ads, etc.

Therefore, Facebook Ads measurement is a bit less accurate since many of the users targeted by advertisers have Apple devices.

The most significant changes in Facebook Ads in the IOS 14 era:

Pixel Tracking & Reporting – Fewer events are reported, so advertisers get a less accurate picture of their campaign’s results. Plus, no more delivery and action breakdowns of IOS 14 users. This includes gender, age, region, and placement.

Optimization – Since less data is been collected, it is now more difficult for the Meta (Facebook) algorithm to analyze the performance of the ads and optimize accordingly.

Remarketing – IOS users who visited your website can not be included in remarketing campaigns.

IOS 14 – What To Do?

According to Meta (Facebook), there are still several steps that advertisers should take to avoid this inaccuracy as much as possible:

Facebook Domain Verification:

Configuring and measuring conversion events should not be disrupted when your business domain is verified. There are three methods of implementation. Your webmaster will only need to use one. The three are DNS TXT, HTML, and Meta Tag. You can find more about how to verify your domain here.

Event priority:

Prioritize your top 8 conversion events that are most important for you to track.

Enable Advanced Matching:

Turn on advanced matching. Just follow these steps. Go to the Events Manager and select your pixel. Click on “Settings” and turn on automatic advanced matching.

Implement the pixel’s server side (Conversion API – CAPI):

In eCommerce platforms like Shopify, it’s a built-in feature. On other platforms (like WordPress, for instance), there are some plugins like Pixelyoursite that can do it for you. In some other cases, you need a developer to implement the CAPI properly. You can learn more about how to do it here.

IOS 14 Tip: Campaigns Separation:

If before IOS 14 you could see exactly which audiences (i.e. gender, age, etc.) are performing better in your campaigns/ads and make the necessary changes. Now you can’t. So it is sometimes recommended to set up different campaigns and see what works better. For example, one campaign for males, another one for females, and so on.

Boost your business performance with Converting Digital

We’re Converting Digital, a leading performance marketing agency that provides eCommerce brands with winning digital marketing services.

Drop us a line here or schedule a free consultation call here to discuss how we can help you boost performance and increase sales for your eCommerce business.

The post IOS 14 And Meta Ads – All you need to know (and do!) appeared first on Converting Digital.

Optimization Events in Meta Ads – how many are necessary for exiting the learning phase and what is the trade-off?

Michael Vaknin — Thu, 09 Jun 2022 04:26:24 +0000

Our goal in this article is to provide an understanding of what Optimization Events in Meta (Facebook) Advertising are, how many are necessary for exiting the learning phase, and how intent versus requirement are weighed.

Meta Algorithm & Machine Learning

When advertising on Facebook, as well as any other social media platform, you can’t help but rely on the algorithm. There’s no escape from it.

The algorithm’s job is to analyze your campaign and ads and to show your ads to people that are most likely to be converted.

As with every Machine Learning technology, the more data that is collected, the more accurate and precise the decisions the software will be able to make. or, in our case, the more right people that will see your ads.

According to Meta, for the campaign to be optimized – which means that you can make the best out of it – it requires at least 50 Optimization Events per week.

What are Optimization Events?

The definition by Facebook is “The number of times your ads achieved the outcome your ad set is currently optimized for.”

While creating your ad-set, you require to define your conversion event. An event describes the outcome you want to achieve. It can be “Purchase”, for example, which means that you want people to buy what you sell.

It can be also “Add to Cart” (A2C), which means the goal is to get as many people as possible to add the product to the cart, and so on.

eCommerce campaigns obviously aim to bring us the most sales, so it’s recommended to set your conversion event to “purchase”. By doing that, the algorithm now shows your ads to people who are most likely to buy.

Intent / Optimization Events Requirement Trade-off

But, as mentioned, to be sure that the algorithm does it properly, you need at least 50 optimization events – or, in this case, 50 purchases – per week.

Sometimes it can be very hard to get to a point when your ad-set brings 7 purchases per day – when selling expensive products, for instance.

Let’s use an example:

Assuming that you sell luxury watches online, and the price for a single piece is $100K.

Say that your target ROAS (Return On Ad Spend) is 4, which is a pretty good ROAS.

That means that every sale costs you $25K (or in other words, your Cost Per Acquisition – CPA – is $25K).

50 purchases per week mean about 7 purchases per day. If so, your ad-set’s daily budget should be $175K (25K*7), and your monthly budget $750K (25K*30). This is a lot.

In these cases, you can either leave your conversion event as “purchase” and not meet the requirements, or set a different one – “Add to Cart”, for example – which’s higher in the funnel, and costs less to achieve 50 of it per week.

But it can still be a bit tricky. Because now the algorithm no longer works on bringing the people that are most likely to buy, but those who are most likely to add to their cart.

Adding to the cart is something that we do much more easily than buying, so you maybe have 50 A2Cs per week, but that doesn’t necessarily mean you’ll get the same amount of purchases as you do when your objective is Purchase.

Boost your business performance with Converting Digital

We’re Converting Digital, a digital growth agency specializing in digital marketing and advertising across various verticals such as e-commerce, lead generation, and more.

Drop us a line here or schedule a free consultation call here to discuss how we can help you boost your business performance.

The post Optimization Events in Meta Ads – how many are necessary for exiting the learning phase and what is the trade-off? appeared first on Converting Digital.