Meta ecosystem.
Advertising and business tools spanning Facebook, Instagram, Messenger and WhatsApp. Success on Meta depends on two things: the right signal (Pixel + Conversions API) and constantly refreshed creative. With Advantage+ I leave targeting to the machine and put my energy into the creative testing loop and measurement.
Ads ManagerCampaign management
Meta's advertising platform. Works in layers: campaign objective (sales, leads, traffic, awareness), ad set (audience, placement, budget) and ad (creative). Advantage+ products automate targeting and placements.
- Advantage+ Shopping + catalogue retargeting setup
- Weekly creative rotation and learning report
- Audience segments: visitors, cart, customers, lookalikes
Business Manager / SuiteAsset and access management
The hub where pages, ad accounts, pixels, catalogues and user access are managed. In agency–client collaboration this is where asset ownership and roles are defined.
- Setting up client assets with the right ownership structure
- Agency access and role hygiene
- Domain verification and aggregated event configuration
Pixel & Conversions APISignal infrastructure
The Pixel sends events from the browser, the Conversions API from the server; together (with deduplication) they give the healthiest signal. After the iOS changes, CAPI became a must.
- Pixel via GTM; server-side CAPI mapping
- Event match quality (EMQ) monitoring
- Aggregated event measurement and domain verification
Commerce Manager · KatalogProduct catalogue
Where the product feed is sent to Meta; dynamic product ads, collection ads and Instagram shopping tags are fed from here.
- Feed hygiene and product-set definitions
- Dynamic retargeting and prospecting
- Instagram shopping tags
Instagram AdsImage & video placements
Instagram feed, Reels, Stories and Explore placements managed from Ads Manager. The creative's format and first seconds decide everything; consistency with organic content matters.
- Vertical creative production for Reels/Stories
- Reading performance by placement
- Turning organic content into ads (Ads Manager instead of boost)
Lead Form & WhatsAppMessaging conversions
Instant forms completed inside Meta and click-to-message campaigns that open WhatsApp/Messenger. In services, education and healthcare, a chat often converts better than a form.
- Instant form + CRM integration
- Click-to-WhatsApp campaigns and conversion tracking
- Qualifying-question design for better leads
Events Manager · AttributionMeasurement & attribution
Where I check events arrive correctly, set the attribution window and manage in-platform reporting. GA4 and Meta counting differently is normal; you need to know how to read them together.
- Test events and diagnostics
- Attribution window choice and comparative reporting
- GA4–Meta discrepancy analysis
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