A member talked about Submit-Conversion Optimization throughout a method session, and it’s tremendous fascinating. I discovered particulars inside Meta’s documentation for several types of optimization.
Listed below are the highlights…
How PCO Works
Right here’s what Meta says about Submit-Conversion Optimization:
For advertisers which have an extended conversion cycle of as much as 28 days and/or a novel conversion purpose that they cannot optimize for with different optimization merchandise.
One profit is that the default attribution setting is 28-day click on and 1-day view. Whereas that is nonetheless obtainable for reporting, it went away for optimization with iOS 14 modifications.
And right here’s the large one…
“Variety of occasions for optimization: 2”
From Meta:
The primary occasion must occur inside a 7 day interval. Then, we additionally require a second occasion that occurs throughout the first 37 days after the preliminary impression.
An Instance
Right here’s the way it may work. You’d optimize for 2 occasions:
1. The preliminary lead
2. The eventual buy or different conversion
That second occasion occurs past seven days after clicking your advert, so usually you possibly can’t optimize for it. This might assist considerably with getting Meta to optimize for greater high quality leads.
That is much like Conversion Leads, which was created for lead adverts (on the spot kinds). Hopefully the set-up course of for PCO is far less complicated than that for Conversion Leads, which might take three months and is a significant headache.
I assume that Submit-Conversion Optimization obtainable by request or just for the most important businesses.
I’d like to get entry to this. What have you learnt?
