Unf*ck Your Meta Tracking - The Expert Meta Signals Audit

Transcript

1. Unf*ck Your Meta Tracking - The Expert Meta Signals Audit Brett Fish TagHero Speakerdeck.com/brett_fish @brettfish @brett_fish
2. Meta Ads: Why do we do it?
4. Meta Ads: We’re here to get RESULTS
5. Creative Copy Landing Pages Offers CRO
6. Creative Copy Landing Pages Offers CRO SIGNALS
7. Getting the best results is dependent on sending Meta the best data
9. ➔ Founded a Paid Social agency (Skysill) in 2017 ➔ Founded TagHero in 2021 ➔ Live in Portland, Oregon with my wife and two sons Hi, I’m Brett
10. TAGHERO We help brands and agencies maximize their ad tracking to improve performance.
11. TAGHERO
12. WHAT YOU’LL LEARN TODAY I’ll walk through a turbo-charged version of the expert Meta Pixel Audit we provide clients.
13. WHAT YOU’LL LEARN TODAY ➔ Spot potential issues ➔ Maximize your setup ➔ Ensure Meta is receiving the best data possible
14. THE EXPERT META SIGNALS AUDIT Meta Business Manager Events Manager Data Sources Choose Your Pixel/Dataset
15. SETTINGS
18. THE META SIGNALS AUDIT - SETTINGS ➔ First-party cookies - ON ➔ Automatic Advanced Matching - ON ◆ turn on as many match keys as possible ◆ email, phone, external_id are most critical
21. ➔ Event Setup Tool - launch and check! ➔ Track events without code - OFF THE META SIGNALS AUDIT - SETTINGS
23. ➔ Block any domains you don’t own/control that are sending Pixel data ➔ Or add only your known domains to an “Allow” list THE META SIGNALS AUDIT - SETTINGS
24. EVENTS OVERVIEW
26. ➔ Order of events - should mirror your funnel ➔ Integration Method - should be “Multiple” (Browser + Server) ➔ EMQ scores - upper funnel events should be in the 4-6 range, lower funnel events in the 8-9 range THE META SIGNALS AUDIT - EVENTS OVERVIEW
27. INDIVIDUAL EVENT DATA
31. ➔ Server event line (teal/aqua) should be tightly correlated to Pixel line (dark blue) ➔ Server event counts should be greater than or equal to the browser event counts THE META SIGNALS AUDIT - EVENT DATA
34. ➔ High-level look at status (check sidebar items for diagnostics) ➔ Event Quality - Purchase events should have most parameters present THE META SIGNALS AUDIT - EVENT DATA
37. ➔ On upper funnel events, you won’t have many of the PII parameters. ➔ Look for obvious misses - i.e. “email” on purchases ➔ FBC - why a low % is OK THE META SIGNALS AUDIT - EVENT DATA
39. ➔ Event Deduplication - make sure meeting best practices ➔ Data Freshness - “Real-time” is ideal, “Hourly” is OK THE META SIGNALS AUDIT - EVENT DATA
41. ➔ Sampled Activities - WAS my favorite screen ➔ Look at recent events for ◆ signs of duplicate events ◆ item parameters THE META SIGNALS AUDIT - EVENT DATA
43. ➔ Meta’s Event Setup Tool ➔ Pixel hard-coded into website or theme ➔ Google Tag Manager (GTM) 🔥 THE “USUAL SUSPECTS” FOR ISSUES 🔥
44. Thank you! @brettfish @brett_fish brett@taghero.io