When a campaign underperforms, I first check delivery and learning status, then analyze key metrics like CTR, CPC, CPL, and conversion rate. Based on the data, I identify whether the issue is with creatives, audience targeting, budget, or funnel. I then test changes one at a time—such as refreshing creatives, adjusting audiences, or optimizing budget—to improve performance.

I review ad performance daily at a high level and do deeper analysis weekly. I monitor metrics like CTR, CPM, CPL, frequency, and conversion rate. Based on trends, I pause low-performing ads, scale winning ads, refresh creatives, and adjust targeting or budgets to maintain efficiency.

The Facebook Pixel is a tracking code placed on a website that collects user actions such as page views, form submissions, and purchases. It helps with conversion tracking, audience creation, retargeting, and campaign optimization by providing data to Meta for better ad delivery.

I use ABO when testing new audiences or creatives, as it gives better control over budget distribution. I use CBO when scaling proven campaigns, allowing Meta’s algorithm to allocate budget automatically to the best-performing ad sets.

I monitor frequency, CTR, and engagement. If frequency increases and performance drops, I refresh creatives—usually every 2–3 weeks for high-spend campaigns, or earlier if signs of ad fatigue appear.