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- Business Manager with admin access.
- Pixel (Meta Pixel) and Conversions API (CAPI) access.
- Conversion definitions and consent mode setup.
- Create campaigns by objective: Leads, Sales, Traffic (avoid mixed objectives).
- Ad sets: segment by geo/audience; keep broad audiences where possible.
- Ads: 3–5 creatives per ad set; include primary text variants and hooks.
- Install Pixel and enable CAPI; deduplicate via
event_id.
- Map standard events (Lead, Purchase) with required parameters.
- Verify events in Events Manager; resolve any signal loss or consent warnings.
- Set budgets and placements; start with Advantage+ placements unless constrained.
- Events firing once with correct parameters and high event match quality.
- Learning phase exits within a reasonable time (spend and stability).
- Event mismatch: verify schema and dedup keys.
- High CPA: test creatives, audience, and landing page speed.
- Rejected ads: fix policy conflicts (text, claims, restricted categories).
- Setup: 1–2 hours. Impact: reliable baseline structure and attribution.
