How to set up A/B tests in Meta Ads
Why run A/B tests in Meta with Corvidae data
Background
Once rebuilt, Corvidae attribution data can be used by clients inside their own Meta Ads accounts to reduce costs and increase conversions, resulting in significant improvements in their paid media campaigns.
Using Corvidae’s Data Driven Attribution (DDA), newly stitched customer conversion paths have an increased number of touchpoints and attribute revenue more effectively for potential converting customers.
Meta uses FBCLIDs to understand conversion behaviours, Corvidae stitches many more into converting paths giving Meta improved data for their own algorithm to use in its ad placements.
Rationale
Longer conversion paths allow Meta to reduce the cost of new customer acquisition in its own ad platform, reducing your CPA and capturing more new customers than would otherwise be possible.
This is because Corvidae paths will stitch FBCLIDs that Meta has not attributed to converting paths as without Corvidae’s unique AI path stitching, it is unable to join cross device and session data effectively.
Running A/B Split Tests to Prove Corvidae Efficiencies
By creating a secondary conversion action in the client’s Meta Ads account, Corvidae data can be used to run A/B split tests.
These are set up with existing customer campaigns using the same creative, with budget split 50/50. The only tested change is to use Corvidae data for one and Meta data for the other.
Impact of A/B Split Tests
We have seen several positive results from these tests:
Lower CPC (Lower CPC and CPA)
Higher ROAS (up to 100% increase)
Higher net new customers (over 25%)
Higher overall conversions (over 25%)
How to run A/B tests in Meta with Corvidae data
How to set up Secondary Conversions in Meta
Unlike in Google, secondary conversion actions in Meta are automatically created upon feeding Corvidae FBCLIDs back into the client’s Meta account with the correct permissions. These conversion actions will appear as seen below within Data Sources under the accounts main pixel. The new conversion actions will need to be approved by the account admin prior to use in a live campaign.
Campaign-Specific Usage of Conversion Actions
Optimization Objectives:
For a campaign to use a specific event, you need to configure that campaign to optimize for that event. For instance, if you set up a "purchase" event, campaigns that are optimized for purchases will use this event data to track conversions and optimize ad delivery.
Custom and Lookalike Audiences:
Events can be used to create custom audiences. For example, you can create an audience of users who triggered the new event and then use that audience across various campaigns.
Lookalike audiences can also be created based on these custom audiences, allowing for broader use of the event data.
Implementation and Configuration
Event Setup:
When you create a new event, you should ensure it is correctly set up and tested within your CAPI configuration. This involves defining the event parameters and ensuring data is accurately sent to Facebook.
Campaign Setup:
When setting up a new campaign or modifying an existing one, you need to select the specific event you want the campaign to optimize for or track.
In Ads Manager, during the campaign creation process, you can choose the conversion event for which you want to optimize.
Practical Steps
Define Events: Clearly define the events you want to track and ensure they align with your business objectives.
Configure Events in CAPI: Set up and configure these events in CAPI, ensuring they are properly integrated with your server.
Test Events: Use Facebook's Event Manager to test and verify that events are being correctly tracked and received.
Select Events in Campaigns: When creating or editing campaigns, select the appropriate event as the conversion objective.
Monitor Performance: Regularly monitor the performance of your events and campaigns to ensure they are working as expected and adjust settings as needed.
Example Scenario
Set Up Purchase Event: You set up a "purchase" event in CAPI to track when a user completes a purchase on your website.
Create Campaign A: You create Campaign A and optimize it for the "purchase" event. This campaign will use the purchase event data for optimization and reporting.
Create Campaign B: You create Campaign B and optimize it for a different event, such as "lead" or "add-to-cart." Campaign B will not use the purchase event data for its primary optimization but can still benefit from custom audiences created based on the purchase event.
In summary, when you set up a new event in Meta CAPI, the event data becomes available across your entire ad account. However, for a campaign to actively use that event data for optimization, you need to configure the campaign to target that specific event. This allows you to have a centralized event tracking system that can be selectively applied to different campaigns based on their specific objectives.