Meta Ads

What Stevin gets out of Meta Ads

Since iOS 14, Meta Ads has had a measurement problem that most accounts hide behind the Conversions API and advanced modeling. The reality: 30 to 50 percent of the conversions shown in Ads Manager are modeled, not measured. We implement the server-side Conversions API by default, but we only believe the number after an independent uplift measurement. On accounts where that has been done, Meta often turns out to be stronger on upper-funnel awareness and weaker on direct conversion than the dashboard suggests.

What you pair it with

The Conversions API is no longer optional, it is the foundation. On top of that you tie lead forms straight to your CRM so the 24-hour follow-up starts automatically (Meta leads not called within 5 minutes convert 8x lower). For your reporting: separate 'Meta-attributed conversions' from 'CRM-attributed customers' in your dashboards. The gap between the two is your real work.

Common mistakes

• →Using lead forms without a real-time webhook to the CRM, leads cool off sharply within an hour
• →Optimizing conversions on the 'Lead' event instead of on a qualified-lead event from your CRM
• →Building lookalike audiences on a seed list of fewer than 1000 customers, the model has too little signal
• →Running ASC (Advantage+ Shopping Campaigns) without checking whether it cannibalizes existing buyers