Rice Mango

Meta ads for beginners, PART 3 (small budgets) How Meta actually learns who to show your ads to (and how to help it). Ok, so how does Meta learn, and what the heck is event quality? Here’s how it works: You run an ad: → a user clicks on it. Now Meta knows “Joe” clicked. And btw Meta knows EVERYTHING about Joe: his interests, his city etc. So now Meta thinks “heh, Joe is the type who clicks” → Joe visits your website or app → he either drops off OR registers/installs (stronger signal, good!) → then he gets engaged, e.g. completes your onboarding or plays around in the app. Here we can send a custom event! We’re basically telling Meta “hey look! Joe is engaged, he’s doing the core stuff!” → then he purchases (we send this to Meta too) Now imagine we send 1k users. Meta now knows who completed onboarding (likely to buy), who hit the free limits (even more likely to buy), and who actually purchased! Personally I have a website, and I send these custom events from my backend. This is called CAPI (Conversions API). Basically, sending events from your backend is more reliable than sending them from the browser. Website → CAPI Mobile app → you connect an MMP, e.g. AppsFlyer, which sends events to Meta and handles attribution > So what’s event quality? The official name is Event Match Quality (EMQ). It’s Meta’s own term for how much useful customer data you send with each event, so Meta can match it to a real person and find you better customers. e.g. you can send their hashed email, country etc. In Meta, go to Events Manager and you’ll see how Meta rates each event you send, with a score like 7/10 and tips like “would be nice if you also sent XYZ.” Then in Ads Manager you can add these events as custom columns and see your whole funnel. Hope it helps!