There are limitless factors that impact the performance of your Meta ads. But some of them are the most impactful. And if you aren’t getting the results you want, it’s likely because you forget or ignore them.

Performance Goal. Don’t overcomplicate this. The Performance Goal is exactly what it sounds like. This is the action that you want. This is how you measure success. It is also how Meta measures success and the metric that is prioritized for optimizing delivery.

The algorithm is literal. Meta will do everything it can to get you as many of that action as possible at the lowest price.

You can optimize for number of purchases or value of purchases. When possible, you should optimize for some type of conversion.

There isn’t one “right” Performance Goal you should use in all cases. But this one step is possibly the most critical.

Attribution. In the simplest form, attribution is the ability to give credit to an ad for a conversion.

It’s important for Meta to know that engagement with an ad led to a conversion for the purpose of optimization because Meta learns from and makes adjustments based on results.

Creative. Your ads need to be designed in a way that appeal to your target audience.

You need to test different formats (video, static image, carousel, Instant Experience), language, primary text, headlines, etc.

You can test several at once using Dynamic Creative, Flexible Formats, or Advantage+ Creative.

There isn’t one right way to get the ad copy and creative right.

Budget. It cannot be claimed that you can’t have success with lower budgets, and that higher budgets will guarantee good results.