![\"Facebook](\"https:\/\/alienroad.com\/wp-content\/uploads\/blog-ici\/ar-109-1-d62dcd85.png\")
<\/figure>\n\n\n\nTracking comes first and nothing launches without it<\/h2>\n\n\n\n
We verify that events fire, that they fire once, and that they carry the values they should. Duplicate purchase events are the single most common fault we find, usually because a tag fires on both the order confirmation page and a thank you redirect. The result is inflated reported conversions and an optimisation signal pointing at noise. Server side event sending, where the client has it, needs its deduplication key checked rather than assumed.<\/p>\n\n\n\n
Purchase value matters as much as the event itself. If value is passed as a string, in the wrong currency, or including tax inconsistently, value-based optimisation will optimise toward something nobody intended. We test with real orders, not with the debugging tool alone, and we compare a day of platform-reported conversions against the backend before spending anything meaningful.<\/p>\n\n\n\n
Structure: fewer, larger, more stable<\/h2>\n\n\n\n
The default mistake is too many ad sets. Every split divides the budget and the learning, and a delivery system that needs volume to stabilise gets neither. Our starting structure is deliberately plain: a small number of campaigns aligned to objectives that actually differ, broad targeting unless there is a specific reason not to, and creative variation carried inside the ad set rather than expressed as separate audiences.<\/p>\n\n\n\n Audience overlap gets checked before launch, not after. Two ad sets bidding for the same people raise your own costs, and the symptom looks like general inefficiency rather than a structural fault, which is why it survives so long in inherited accounts.<\/p>\n\n\n\n Before anything is enabled, we confirm:<\/p>\n\n\n\n The creative point deserves emphasis. Variations in colour or headline are not different concepts, and testing them first wastes the learning period on distinctions the system cannot act on. Different concepts mean different angles: a problem statement, a demonstration, a customer perspective, a direct offer. Once one wins clearly, then refine within it.<\/p>\n\n\n\n We agree three rules before spend begins. How long a campaign runs before judgement, what the minimum data threshold is for a decision, and who is allowed to make changes. The third one sounds bureaucratic and prevents the most damage, because uncoordinated edits during a learning period reset it repeatedly and produce an account that never settles.<\/p>\n\n\n\n Budget changes are made in measured increments rather than doubled overnight, and creative is refreshed on a schedule rather than in reaction to a bad day. A single poor day is usually variance. Reacting to it as though it were a trend is how accounts end up with a change history that makes any later analysis impossible.<\/p>\n\n\n\n The last item on the Facebook ads checklist is reporting, and it starts by accepting that platform reporting is the optimisation view, not the business view. We build a separate report that reconciles against the client’s own order or lead data, applies whatever attribution rule the business has agreed, and shows spend against contribution rather than revenue where margin data exists. When those two views disagree, and they will, the discrepancy is investigated rather than averaged.<\/p>\n\n\n\n We also keep a change log alongside the numbers. Every budget shift, creative launch and audience change gets a dated line. It takes a minute a week and it converts most performance arguments into a quick factual check. Running this Facebook ads checklist at the start and maintaining the log afterwards is, in our experience, worth more than any individual optimisation tactic, because it makes the account explainable. An explainable account can be improved deliberately; an unexplainable one can only be guessed at.<\/p>\n\n\n\n Keep reading:<\/strong> Facebook Ads<\/a> \u00b7 Social Media Marketing<\/a><\/p>\n\n\n","protected":false},"excerpt":{"rendered":" A practical Facebook ads checklist covering tracking, account structure, creative volume and the launch rules we apply before any budget goes live.<\/p>\n","protected":false},"author":0,"featured_media":30057,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[52],"tags":[],"class_list":["post-30056","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-social-media-marketing"],"_links":{"self":[{"href":"https:\/\/alienroad.com\/wp-json\/wp\/v2\/posts\/30056","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/alienroad.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/alienroad.com\/wp-json\/wp\/v2\/types\/post"}],"replies":[{"embeddable":true,"href":"https:\/\/alienroad.com\/wp-json\/wp\/v2\/comments?post=30056"}],"version-history":[{"count":0,"href":"https:\/\/alienroad.com\/wp-json\/wp\/v2\/posts\/30056\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/alienroad.com\/wp-json\/wp\/v2\/media\/30057"}],"wp:attachment":[{"href":"https:\/\/alienroad.com\/wp-json\/wp\/v2\/media?parent=30056"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/alienroad.com\/wp-json\/wp\/v2\/categories?post=30056"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/alienroad.com\/wp-json\/wp\/v2\/tags?post=30056"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}![\"Facebook](\"https:\/\/alienroad.com\/wp-content\/uploads\/blog-ici\/ar-109-2-d62dcd85.png\")
<\/figure>\n\n\n\nThe pre-launch Facebook ads checklist<\/h2>\n\n\n\n
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Launch rules and the discipline of not touching things<\/h2>\n\n\n\n
Reporting that answers the questions people actually ask<\/h2>\n\n\n\n