The Roadmap to $4MM Scalability: Aligning Campaign Structure with Facebook's Algorithms

Have your Facebook ad campaigns seemed "off" lately? You're not alone. Ever since the iOS 14 update added the App Tracking Transparency (ATT) prompt, many marketers have seen their cost-per-action rise while conversion rates tank.

What gives? In short, ATT means users can easily block cross-app tracking, shutting down Facebook's data collection from third-party sources. The result? Facebook now has to project conversions rather than directly measure them, leading to inefficient and unpredictable campaign optimization.

But there's good news - according to Bailey Proulx in our recent Steal Our Winners interview,? with the right first-party data system in place, we can restore data accuracy to circa iOS 13 levels. In fact, leveraging first-party data opens the door to reducing your CPA by 30% or more over time while increasing testing velocity by 30%.

How exactly? Well, that's what we're going to cover today, along with two other key strategies for regaining control in a post-ATT world:

• Crafting campaign structures that work with Facebook's algorithms, not against them
• Taking back the reins through manual bidding and other optimization tactics

These methods can help stabilize costs and maximize the return from your ad spend regardless of broader platform changes. But fair warning - there are no one size fits all solutions here. Everything depends on your specific offer, funnel and business model.

The goal is simply to provide a roadmap to navigate Facebook's complex systems using insider knowledge of how their algorithms actually operate. With the right alignment of strategy and structure for YOUR business, consistent scalability awaits.

So let's get to it! First up...

Overcoming the Loss of Data Caused by iOS 14

When ATT launched, many users (over 60% by some estimates) opted to block cross-app tracking. This meant Facebook's pixel suddenly stopped receiving user-level conversion data from third-party sources.

With tracking disabled, Facebook has to project conversions and optimization becomes far less accurate. So what can we do?

Enter first-party data aggregation solutions like Hyros. By installing a simple tracking script on your website, Hyros captures on-site activity through first-party cookies. This data then feeds back to Facebook via server-side API calls.

The key is that first-party data isn't subject to ATT prompts - so integrating Hyros can help restore conversion tracking rates to 90% or more after the iOS 14 update.

How exactly? Well, when a user converts on your site, the Facebook pixel fires as usual. If ATT blocks this event, Hyros sends the same data back to Facebook via API, filling the gap. The end result? Far fewer "missing" conversions.

This single shift can facilitate a 30% decrease in CPA coupled with a 30% bump in testing velocity long-term. The difference in stability and scale between campaigns with and without first-party data is truly staggering.

Of course, dialing in the right integration settings takes finesse. But once configured properly, first-party data systems unlock game-changing accuracy and consistency post-iOS 14.

Now, on to our second strategy for optimizing campaigns in 2023 and beyond...

Crafting Campaign Structures Aligned to Facebook's Algorithms

Here's a scenario most advertisers have experienced - you launch a killer new ad creative and it crushes the KPIs...for a few days. Then, mysteriously, performance drops off a cliff.

Why does this happen time and time again? In one word: misalignment.

The structure of your campaigns can either signal Facebook to work with you or against you. If Facebook thinks you're optimizing towards the wrong objective based on how you've set things up, performance will deteriorate over time.

A few key ways structural decisions counteract Facebook's algorithms:

• Insufficient budget leading to poor optimization due to inadequate conversion events
• Mismatch between campaign objective and offer (e.g. optimizing for leads on a high-ticket offer)
• Failure to differentiate testing vs. scaling campaigns

Meanwhile, aligning campaign architecture to your conversion funnel and business model enhances stability. For example, always optimize dynamic product ads (DPAs) for purchase rather than add to cart.

This focuses Facebook squarely on maximizing true customer lifetime value rather than intermediate steps. Similar logic applies for optimizing high-ticket offers - customize your objective to balance quality and volume at scale.

Now, let's examine our third and final strategy for regaining control in 2023 - manual bidding and optimization.

Taking Back the Reins Through Manual Bidding

Here's a fact - Facebook wants to maximize

Want to know more about the strategy? Watch this free Steal Our Winners episode here!

How are you approaching this? Comment below and let me know.