Optimization of Meta advertising for the online store
The client approached me with the task of improving the performance of his advertising campaigns on Meta for an online gift shop. The main goal was to reduce advertising costs and increase overall revenue through the optimization of existing tools and fixing errors in the settings.
Main issues:
1) Mismatch in tracking settings: incorrectly configured events (for example, Add to Cart and Purchase) were duplicated, leading to inaccurate statistics.
2) Incorrect data exchange: product IDs in the catalog and in the pixel did not match, negatively affecting targeting and result analysis.
Our solutions:
1) Ensured accurate and stable data exchange between the website and Meta.
2) Avoided duplication and distortion of events, improving the quality of analytics.
3) Developed new video formats considering the audience and trends.
4) Conducted testing of several options to determine the most effective solutions.
5) Fixed technical errors in the feed and ensured correct parameter transmission.
6) Set up automatic catalog updates for greater accuracy.
7) Connected Instagram and Facebook Shopping, which allowed attracting a new audience.
8) Set up advertising campaigns focused on product interaction.
Results of the work:
1) The quality of the catalog increased from 40% to 98%.
2) Targeting parameters became more accurate, which improved campaign effectiveness.
3) Overall ROAS increased by +87%.
4) CTR of catalog campaigns increased by +190% (from 0.66% to 1.92%).
5) Sales volumes through Meta advertising channels increased.
6) Campaigns began to better reach and engage with the target audience.
Future plans:
Work is ongoing. We plan to launch new advertising formats, improve audience segmentation, and integrate additional analytical tools to enhance effectiveness.
Main issues:
1) Mismatch in tracking settings: incorrectly configured events (for example, Add to Cart and Purchase) were duplicated, leading to inaccurate statistics.
2) Incorrect data exchange: product IDs in the catalog and in the pixel did not match, negatively affecting targeting and result analysis.
Our solutions:
1) Ensured accurate and stable data exchange between the website and Meta.
2) Avoided duplication and distortion of events, improving the quality of analytics.
3) Developed new video formats considering the audience and trends.
4) Conducted testing of several options to determine the most effective solutions.
5) Fixed technical errors in the feed and ensured correct parameter transmission.
6) Set up automatic catalog updates for greater accuracy.
7) Connected Instagram and Facebook Shopping, which allowed attracting a new audience.
8) Set up advertising campaigns focused on product interaction.
Results of the work:
1) The quality of the catalog increased from 40% to 98%.
2) Targeting parameters became more accurate, which improved campaign effectiveness.
3) Overall ROAS increased by +87%.
4) CTR of catalog campaigns increased by +190% (from 0.66% to 1.92%).
5) Sales volumes through Meta advertising channels increased.
6) Campaigns began to better reach and engage with the target audience.
Future plans:
Work is ongoing. We plan to launch new advertising formats, improve audience segmentation, and integrate additional analytical tools to enhance effectiveness.
Kyiv 
Available for hire