Meta Ads Self‑Assessment

The Meta Pixel and the Conversions API both send our key events, with deduplication set up.

Event Match Quality for our main conversion event is rated Good or Great in Events Manager.

We optimise for our most valuable action, such as a purchase or qualified lead, and send purchase values or lead quality back to Meta.

Our domain is verified, and Business Manager access is limited to the people and partners who need it.

We run a small number of campaigns and ad sets, rather than splitting budget into many small ones.

Each ad set gets around 50 optimisation events a week, or we optimise for a higher-volume event until it can.

We use Advantage+ audiences or broad targeting, and exclude existing customers where it makes sense.

We let ad sets finish the learning phase before making big changes to budget, targeting or creative.

We test new creative at least monthly, with different concepts and angles, not just small tweaks.

Our ads include vertical 9:16 video that works with the sound off, with captions or on-screen text.

We use creator, customer or user-generated content alongside branded creative.

We watch frequency and creative fatigue, and refresh ads before results drop.

Our landing pages load quickly on mobile and match the promise made in the ad.

Every ad link has consistent UTM tags, so we can see Meta results in GA4 or our CRM.

We judge results on blended numbers, such as total revenue or leads against total ad spend, not Meta’s reporting alone.

We’ve run a lift, holdout or geo test to check how much Meta actually adds.