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Each path is a short reading list. Every step is one page, so you can stop and come back at any time.

New to Meta ads · 12 steps

Your first Meta ad campaign

  1. Business portfolioWhat is a Meta business portfolio?
  2. Ad account rolesWhat are the ad account roles in Meta Ads Manager?
  3. Campaign objectiveWhat are the six Meta ad campaign objectives?
  4. Daily vs lifetime budgetWhat is the difference between a daily and lifetime budget?
  5. Minimum budgetWhat is the minimum budget for Facebook ads?
  6. Advantage+ audienceWhat is Advantage+ audience in Meta ads?
  7. Ad placementsWhere can Facebook ads appear across Meta's apps?
  8. Image ad sizesWhat size should Facebook ad images be?
  9. Ad text lengthHow long can Facebook ad text be?
  10. Ad review timeHow long does Facebook ad review take?
  11. Learning phaseWhat is the learning phase in Facebook ads?
  12. Cost per resultWhat is cost per result in Meta ads?
Store owners · 11 steps

Selling online with Meta ads

  1. Meta PixelWhat is the Meta Pixel?
  2. Conversions APIWhat is the Meta Conversions API?
  3. Event deduplicationHow does Meta deduplicate pixel and Conversions API events?
  4. Standard eventsWhat are Meta's standard events for the pixel?
  5. Advantage+ sales campaignsWhat are Advantage+ sales campaigns on Meta?
  6. Advantage+ catalog adsWhat are Advantage+ catalog ads?
  7. ROASWhat is ROAS in Facebook ads?
  8. Break-even ROASWhat is break-even ROAS and how do you calculate it?
  9. Value optimizationWhat is value optimization in Meta ads?
  10. Creative fatigueWhat is creative fatigue in Facebook ads?
  11. FrequencyWhat is frequency in Facebook ads?
Agencies and media buyers · 11 steps

Reading performance like a media buyer

  1. Ad auctionHow does the Meta ad auction work?
  2. Estimated action rateWhat is estimated action rate in Meta ads?
  3. Bid strategyWhat bid strategies can you use in Meta ads?
  4. Learning limitedWhat does learning limited mean in Facebook ads?
  5. Significant editWhat counts as a significant edit in Facebook ads?
  6. Auction overlapWhat is auction overlap in Facebook ads?
  7. Attribution settingWhat is the attribution setting in Meta ads?
  8. Ad relevance diagnosticsWhat are ad relevance diagnostics in Meta ads?
  9. A/B testHow do Meta A/B tests work?
  10. Conversion liftWhat is a conversion lift study on Meta?
  11. Opportunity scoreWhat is opportunity score in Meta Ads Manager?
Developers and analysts · 10 steps

Setting up tracking properly

  1. DatasetWhat is a dataset in Meta Events Manager?
  2. Meta PixelWhat is the Meta Pixel?
  3. Meta Pixel HelperWhat is Meta Pixel Helper, and what replaced it?
  4. Conversions APIWhat is the Meta Conversions API?
  5. Event deduplicationHow does Meta deduplicate pixel and Conversions API events?
  6. Event Match QualityWhat is Event Match Quality in Meta ads?
  7. Test Events toolHow do I use Meta's Test Events tool?
  8. Domain verificationHow do I verify my domain for Meta ads?
  9. Custom conversionWhat is a custom conversion in Meta ads?
  10. Aggregated Event MeasurementWhat is Meta's Aggregated Event Measurement?
Anyone who has had an ad rejected · 10 steps

Keeping ads and accounts out of trouble

  1. Community Standards for adsDo Meta ads have to follow the Community Standards?
  2. Prohibited ad contentWhat does Meta prohibit in ads?
  3. Restricted goods and servicesWhat is restricted content in Meta ads?
  4. Personal attributes policyWhat is Meta's personal attributes ad policy?
  5. Landing page requirementsWhat does Meta require from an ad's landing page?
  6. Special ad categoriesWhat are special ad categories in Meta ads?
  7. Rejected adWhy was my Facebook ad rejected?
  8. Ad appealHow do I appeal a rejected Facebook ad?
  9. Disabled ad accountWhy was my Facebook ad account disabled?
  10. Account review requestHow do I request a review of a disabled ad account?