DISCOVERY COMMERCE

2022 Meta
Holiday and MSD
Marketing Guide
Timely changes,
timeless truths
Embracing how holiday shopping
has changed – and how it hasn’t

We are living in a time of transformation – one in

which we have seen shifts in how we work, how we
express ourselves, how we connect, and how we
shop. As with any change, these shifts are not
without challenge to businesses. While technology
is emerging that seeks to support businesses in the
face of transformation, true transformation is not
about technology alone – it is about people.​

While much is changing, human needs around

True transformation
holiday and shopping remain the same. is not about
Modern technology is delivering on timeless technology alone –
human needs in new ways.​ it’s about people.

During the holidays or Mega Sale Days (MSDs),

people expect experiences that are tailored to them
as individuals. Holiday shoppers want to be
Note: Recommendations
entertained and inspired. Once they discover
are solely to help inform
something they love, people anticipate a fast and ad campaign strategies;
easy path to purchase. they are not intended as
a warranty or guarantee
of results to be achieved.
Companies are meeting these expectations during
Marketing outcomes
these key shopping moments on Meta technologies.​ depend on a variety of
factors and will vary.
Holiday discoveries
happen on Meta

#1 1 in 3
Meta is the top platform for holiday shoppers
online discovery, overtaking surveyed purchased a
ecommerce and search. product they discovered
via a personalized ad
on Meta.

Businesses are embracing a powerful system to help

drive discovery and sales this holiday season

P E R S O N A L IZ A T I O N E N G A G IN G A D V E R T IS I N G A N D OPTIMIZATION AND
ENGINE SURFACES CONVERSION TOOLS M E A S U R E ME N T T O O L S

Use the Discovery Commerce system to build holiday shopping journeys that are:

Personalized Seamless
Our personalization engine is driven by Advertising and conversion tools
machine learning, and fueled by a deep help people move from discovery
understanding of people’s interests, to purchase, often without leaving
preferences and behaviors. the app.

Engaging Measurable
Engaging surfaces deliver your Optimization
3 and measurement solutions
creative through curated experiences enhance experiences throughout the
to people where they’re already journey and over time to help you achieve
spending time. and exceed your holiday goals.

Source: "Meta Seasonal Holidays Study" by YouGov (Meta-commissioned online study of 3,130 people aged 18+ across in CA and US). Minimum N=1500 per market, Dec 2021.
 Markt Goods

Four phases to help

Sponsored

make 2022 your

business’s best 3.2K

holiday season yet

Shop now

CPM CVR CPA

2021 DATA

02 03

01
04

01 02
Establish foundations Reach customers only
Prepare for the key shopping Take advantage of cost-efficient impressions
season with best practices. early in the season to reach shoppers and
build momentum for your shopping moment.
Focus: Awareness and Acquisition

03 04
Maximize purchases Stay top of mind
On Black Friday, return outpace costs, In January, cost per impressions are down
making this a critical time to maximize more than conversion rates, making it an ideal
purchases during peak shopping season. time to stay top of mind.
Focus: Remarketing Focus: Loyalty

Source: Auction Experts Cyber5 Analysis, May 2022​

Your holiday
checklist
01
Establish foundations
Set up a strong data, creative, media,
and measurement foundation well
ahead of your sales event.
01 ESTABLISH FOUNDATIONS | DATA

A strong data foundation helps

businesses maximize performance

8% Capture intent
across your surfaces
performance improvement when
Share back marketing
advertisers followed best practices
data through the pixel, SDK
while sending events via the Meta
or offline conversions to
Pixel and Conversions API. 1
personalize and optimize ads.

Maximize data reliability

Meta offers tools like the pixel and Increase data reliability by
Conversions API to enable you to share creating a direct connection
marketing data in a way that respects between your marketing data
people’s privacy choices. Event Match and the Meta systems through
Quality helps you track how likely your the Conversions API.
events match to a Meta account, increasing
conversions and improving acquisition costs.
Monitor strength
of data connection
Aim for an Event Match Quality
score of 6.0 or higher by:
Success story • Increasing coverage of
customer information
PatPat, a global family
parameters.
apparel brand, implemented
the Conversions API and • Share events in as close
pixel to drive 34% lower cost to real time as possible.

per acquisition and 11% increase • Monitor score in Events

in number of sales, compared Manager.
to pixel alone. 2

Source: 1. Based on 15 global experiments in H2 2020 across multiple verticals (Ecommerce,

Tech/Telco, Financial Services, Education, Restaurants, Professional Services, CPG) 2. Meta
case study, Dec 2021.
01 ESTABLISH FOUNDATIONS | ADS AND COMMERCE COMPLIANCE

Compliance with ads and

commerce policies build trust

$5M Businesses can review

compliance in Account Quality
average revenue lost to a and the Account Health tab in
business due to a single Commerce Manager. Take the
non-compliance event.1 following actions to ensure they
are in good standing:

• Review rejected ads and

products and edit the flagged
items or request a second
Noncompliant ads can increase sales review.
friction. Our ads and commerce
policies cover the steps you can take to • Review feedback scores to
help ensure that your products, services understand how well you
and ads provide a great experience are meeting customer
on Meta technologies. expectations. Best practices
include being clear about what
you are selling or offering,
setting clear expectations
for shipping, setting clear
expectations for customer
service, and ensuring you
can meet customer demand.

To learn more:

• Catalog Integrity

• Misleading ads

Source: 1. Saviynt: The true cost of non-compliance

01 ESTABLISH FOUNDATIONS | MEDIA

Simple account structures

lead to better performance

Ways to learn quickly

17% and efficiently:

• Figure out the maximum
number of ad sets your
more conversions observed with
advertisers that have <20% budget can sustain.
investment in learning phase vs T o t a l w e e kl y
budget Max # of
advertisers with <80% investment = ad sets
in learning phase.1 CPA X 50

• Limit or make batch edits.

• Increase your audience size

The learning phase is valuable to help make with broad targeting and Meta
campaigns more efficient. Businesses can Advantage products.
learn quickly by consolidating campaigns • Select a more frequent
and ad sets to reach 50 conversions per conversion event.
ad set per week. This is especially critical
for major sales events where sales may • Keep overall spend in the
be short-lived. learning phase to below 20%.

Introducing Advantage+
Shopping Campaigns​
Use Advantage+ Shopping
Success story Campaigns to automate
campaign management
To increase sales, the women’s
and allow machine-learning
accessories brand, Lele Sadoughi, to efficiently find performance
tested a simplified account and scale. Expected in H2 2022.
structure and saw 41% more
conversions when compared to its
business-as-usual approach.

Source: 1. Meta: Guide to the learning phase 2. Meta case study, Mar 2021.
01 ESTABLISH FOUNDATIONS | CREATIVE

Creative variety can

uncover new audiences
during key sale moments

32%
increased efficiency and 8%
incremental reach has been shown to
Craft differentiated messages for
be driven by creative diversification.¹
different audiences.

Consider messaging that

addresses top factors
influencing holiday purchases.
Consumers can get tired of seeing the same
ad creative over time, resulting in declining ad Use mixed formats (carousel,
effectiveness. Diversify your creative mix to reels, stories) and asset types
speak to the different motivations that (video and static images) to
influence holiday purchases. connect with audiences with
different viewing behaviors.

Test and learn which drivers

are unlocking new audiences
Success story and sales.
Curology, the skincare
brand, partnered with creators to Top factors influencing
diversify their video creative, driving holiday purchases²
20% higher sales conversion rates
at a 35% lower cost per sale. The
campaign also drove higher
88% 87%
Product quality Price
engagement rates in a younger
demographic compared to their
business-as-usual campaigns. 3 82% 83%
Product Product
authenticity choices
Source: 1.Internal Meta test comparing the performance of two identical vs two non-identical
(creatively diverse) creatives in 2703 ad sets across verticals from 04-04-2021 to 04-26-
2021. 2. "Meta Seasonal Holidays Study" by YouGov (Meta-commissioned online study of
3,130 people aged 18+ across in CA and US). Minimum N=1500 per market, Dec 2021.
01 ESTABLISH FOUNDATIONS | MEASUREMENT

Lift testing helps marketers understand

the true value of their advertising

Set up Conversions API

47% Ensure Conversions API is set up

properly and your Event Match
underreporting observed Quality score is higher than 6.0.
between last click attribution
vs true value as measured by
Reach out to your
experimentation.
account team

Discuss launching a conversion

lift test, well ahead of the peak
shopping season.
Conversions API-based lift is a
measurement solution to understand
the true, causal impact of investment on Establish a multiplier to
Meta while respecting people’s privacy accurately reflect value
choices. Conversion Lift aggregates and Use a multiplier to bridge the gap
de-identifies web events from opted- between what is reported in Ads
out users (iOS14.5+devices) and does Manager, internal attribution tools
not need user level data. vs your lift results.

Continue testing on
a quarterly basis
Success story
Calibrate measurement models
ALEX AND ANI used through ongoing studies on a
Conversions API-based lift quarterly basis.
to understand the value of their
investment on Meta. Lift testing
validated that they were driving a
2.26x lift in return on ad spend and
20% incremental purchases.

Source: 1.Based on 32 experiments comparing incremental value of marketing on Meta vs

internal attribution models between May 2020-November 2020. 2. Meta case study, Oct 2021.
Your holiday
checklist

02
Reach customers early
Before your sales moment, reach
customers early to be top of mind
with shoppers.
02 REACH CUSTOMERS EARLY

Pairing brand and performance campaigns

together can maximize sales ahead of
your key shopping moment

Objective

91% Support your direct response

campaigns with objectives focused
of all holiday shoppers surveyed on awareness and consideration.
are likely to try a new brand
during the holiday season.¹

139%
increase in consideration
Take advantage of less- when combining brand and
promotional periods before performance objectives.²

your key shopping moment to

help build momentum, get your Optimization
brand message out, and grow Explore mid-funnel optimizations
your customer base. like link clicks, landing page views,
add-to-carts.

Success story
McBride Sisters Collection,
56%
a black-owned wine company, increase in conversion rates at
13% lower acquisition costs when
used the awareness objective to
businesses invest >30% of spend
reach potential customers with a
in mid-funnel optimizations
variety of video ads to drive a
before Cyber 5.³
58% lift in purchases and 60% lift
in requests to find store location
over the holiday period. 4 Recipe card
Click here to for additional guidance
Source: 1. "Meta Seasonal Holidays Study" by YouGov (Meta-commissioned online study
of 3,130 people aged 18+ across in CA and US). Minimum N=1500 per market, Dec 2021. on how to set up awareness and
.​ 2. Meta internal data 3. Auction Experts Cyber5 Analysis May 2022​ 4. Meta case study,
Jul 2021.
performance campaigns
02 REACH CUSTOMERS EARLY

Diverse video formats introduce your

brand in a fun and engaging way
In-Stream

40% Long form video

Connect with people through
longer brand stories on Facebook.
of holiday shoppers surveyed
found online videos helpful
Long form best practices:
to find gift inspiration. 1
Crop tight on main characters,
boost impact with text, design
for sound on.

Watching video is 50% of time spent

on Facebook², and video production
Reels | Stories | Feed
peaks during the holiday season.
Combining video creative for longer Short form video
storytelling on In-Stream with short Connect with people through
entertaining bursts on Reels, Stories engaging short bursts of
and Feed helps maximize reach and entertainment across Facebook
align with consumer behavior. and Instagram.

Short form best practices:

Create for vertical (9:16),
jaspersfoods
Sponsored

surprise with transitions

and editing, keep attention
with motion.

Media execution tip

Shop now
• Aim for a minimum campaign reach
of 70% with 2-5x frequency.³

• Use broad targeting.⁴

Source 1: "Meta Seasonal Holidays Study" by YouGov (Meta-commissioned online study • Sustain campaign duration for
of 3,130 people aged 18+ across in CA and US). Minimum N=1500 per market, Dec 2021.
. 2. Meta internal data 3. Nielsen Marketing Mix non-CPG and CPG: 11 categories and
130+ brands, 2020 4. Ekimetrics, Executing for Effect, 16,000 campaigns MMM 45+ days to drive higher brand lift.⁵
meta-analysis, Nov 2020 5. Mediacom 5 Tips to Build Brands Efficiently on
Facebook, Oct 2021
02 REACH CUSTOMERS EARLY

Messaging and Lead Ads create connections

ahead of peak shopping moments

1 in 4 Ads that Click to Message

• Build personalized shopping

holiday shoppers surveyed experiences through
messaged a business via instant automated flows.
messaging this past holiday season.¹
• Provide offer codes and exclusive
promotions.
• Share product links or drive to
your shop or website to help
People want to engage in two-way complete. their purchase.
conversation. Ads that Click to Message
• Offer 1:1 transaction for
and Lead Ads start conversations with
high-consideration sales.
prospective customers and help them feel
confident to buy during your sale moment.
Lead Ads
• Tease sale events and enable
people to sign up to be notified.
• Enrich CRM by offering incentives
Success story for email sign up.

Lalo, a baby and toddler retailer,

used Ads that click to Messenger
to drive sales with a personalized
shopping experience, achieving a
3.3x return on ad spend. 3

1M+
form submissions from Lead
Ads per day in Q4 2021.²

Source 1: "Meta Seasonal Holidays Study" by YouGov (Meta-commissioned online study

of 3,130 people aged 18+ across in CA and US). Minimum N=1500 per market, Dec 2021.
. 2. Meta internal data 3. Meta case study, Jan 2021.
02 REACH CUSTOMERS EARLY

Augmented Determine objective

Reality Ads brings Decide exactly what you want

to accomplish with your AR
discoveries to life campaign (brand awareness,
engagement, online sales via
try-on, footfall to your store,...)

71% Ideate
Brainstorm ideas that match your
of holiday shoppers surveyed who campaign concept which can be
have used or are open to implemented through a lightweight,
AR believe augmented reality simple and intuitive filter.
tools are influential in their
holiday purchase decisions.¹ Boost with creators
Think how AR can be integrated in
your creators strategy to multiply
reach and engagement.

Augmented Reality Ads offer a fun and

immersive way to engage your customer. Drive Discovery
Let people interact with and “try on” your Bring discoveries to life with
product so your brand is top of mind during Augmented Reality Ads that enable
the prime shopping season. consumers to interact with your
product, brand or effect.

Success story
Walmart, looking for new
ways to improve product
discovery, tested Augmented
Reality ads with 3D view on 700M+
Facebook, leading to a 2.2% lift monthly users
of AR across all
in website traffic.
Meta apps and
devices.²

Source: 1. "Meta Seasonal Holidays Study" by YouGov (Meta-commissioned online study

of 3,130 people aged 18+ across in CA and US). 2. Announced externally at Meta Connect,
Nov 2021
Your holiday
checklist

03
Maximize purchases
During your sales moment, build
momentum and maximize purchases
when purchasing is at its peak.​
03 MAXIMIZE PURCHASES

Flexible bids and Budgets

budgets allow brands High budgets allow you to capture

more opportunities during the peak
to reach more people shopping season. Set a spend cap

ready to buy to ensure you don’t exceed

your budgets.

43%
63% of investment from capped-bidding
of holiday shoppers surveyed strategies were constrained by their
who shopped during a budget during Cyber 5.²
mega sales day, made an
unexpected purchase.¹
Bids
A capped-bidding strategy can
ensure conversions are delivered at
your target goal. Cost cap bidding
Adopting more flexible budget and bid
offers more flexibility than bid cap
strategies can help brands capitalize
of capped-bidding strategies.
on purchase behavior at its highest.
Consider using bids to control costs,
rather than budgets, by pairing a
capped-bidding strategy with
14%
high budgets. decrease in campaigns constrained
by budgets with cost cap vs bid cap.²
Returns outpace costs on Black Friday 2

CPM

CVR

CPA

Source: 1. "Meta Seasonal Holidays Study" by YouGov (Meta-commissioned online study of 3,130 people aged 18+ across in CA and US). 2. Auction Experts Cyber5 Analysis, May 2022​
03 MAXIMIZE PURCHASES

Seamless ad formats Drive discovery

help convert demand • Target broad audiences to reach

new customers with Advantage+

into sales Catalog Ads.​

• Expand reach of shoppable content
with Ads with Product Tags.​

73%
• Find new audiences using Shopping
Lookalike Audiences.​

of holiday shoppers surveyed made • Highlight local inventory and help

drive in-store sales with Digital
a spontaneous discovery while
Circulars.​
shopping online.¹
• Enable shopper marketing through
Collaborative Ads to help drive
purchases to a retailer’s website
or app.
A fast and easy path to purchase can
enable businesses to maximize
Re-engage shoppers
spontaneous purchases. Ad formats
like Ads with Product Tags, • Bring shoppers back into the
Advantage+ Catalog Ads (formerly customer journey with
Dynamic Ads), Digital Circulars and Advantage+ Catalog Ads,
Collaborative Ads can turn discoveries Collaborative Ads, or Shopping
Custom Audiences.
into purchases.​

Success story
The beauty brand, Fresh,
promoted its Black Friday/Cyber
Monday sale on Instagram by using
ads with product tags, resulting in
over 32% of sales coming from
tagged content on Instagram. 2

Source: "Meta Seasonal Holidays Study" by YouGov (Meta-commissioned online study of

3,130 people aged 18+ across in CA and US).​ 2. Meta case study, Nov 2021
03 MAXIMIZE PURCHASES

Creators help offer

fresh perspective
on why to buy from
your brand

19% Select the right creators

lower cost per acquisition when
branded content ads are added Find the best partner to bring an idea
on top of a brand’s business as to life. Creators with a unique natural
usual campaign. connection with the subject and an
original POV can transform an idea
and connect to their community.

Set clear goals

Branded Content Ads allow advertisers
Creator strategies should be shaped
to turn creator content into ads,
by the objectives of the brand and
combining creator authenticity
desired outcomes should be
with powerful ad targeting and
aligned up front.
optimization capabilities and
influence purchase decisions.
Co-create your story
Let the creators use their voice for
the brand. Success relies on using
the voice of the creator, in a way that
Success story naturally communicates the brand
La Mer, the premium skincare and the message.
brand, worked with creators to
produce branded content ads Amplify ideas at scale
that encouraged people to buy Branded content ads brings the idea
more of its products, leading to to life across formats and from both
a 68% increase in purchases. brand and creator handles.

Source: Meta-analysis of results across 15 advertiser tests ECommerce Enterprise,

ECommerce-Scaled, Disruptors, Retail, CPG, Scaled-Tech, Travel and Travel verticals from
June 2021 to January 2022 across the NA and APAC regions.​ 2. Meta case study, Dec 2019.​
03 MAXIMIZE PURCHASES

An abandoned cart
isn’t an abandoned
opportunity 8 in 10
of shopping carts were
abandoned worldwide in
Your pre-MSD campaigns will do the March 2021 alone.1

heavy lifting, helping prepare you for

the peak sales moment. With the right
tools in place and a larger customer
base, you are ready to break through
the clutter and focus on customers
who already expressed interest.

During the key shopping period, reach

shoppers with high shopping intent to
return to your app or website
to purchase.

Success story
Home goods and lifestyle brand
Magnolia Market used
12X
Higher return
Advantage+ Catalog Ads for on ad spend.2
retargeting to connect with
people who had already visited
the website or added a specific
12%
Increase in
item to their basket without
sales.2
checking out.

Recipe card
Click here to learn more about
Source: 1) “Online shopping cart abandonment rate worldwide” Statista, Mar 2021​,
2) Meta case study. how to use remarketing to
maximize sales
Your holiday
checklist

04
Stay top of mind
After your sales moment, stay top
of mind and drive loyalty with your
newly acquired customers.
04 AFTER THE KEY MOMENT

Re-engaging customers
keeps your brand top of mind

The customer journey

doesn’t end at purchase.
Reengaging shoppers can
41%
of holiday shoppers
drive repeat purchase and surveyed agree that their
shopping usually continues
brand loyalty. Brands can
past the season.¹
reach shoppers who have
visited their website/app
or shop and guide them
back towards a purchase.

Success story
Lively used Advantage +
Catalog Ads for retargeting
across Facebook and
Instagram to encourage
existing customers to
purchase again.

42%
lift in purchases compared Recipe card
to email alone2
Click here to learn
more about how to use
Source: 1) BMRI 2021 Holiday Research, 2) Meta case study, Aug 2020
remarketing to drive loyalty
04 STAY TOP OF MIND

Post-holiday measurement surfaces

learnings for future campaigns

30%
Select the right creators
• Which creatives are resonating
with audiences?
higher ad performance
for advertisers that ran 15 • Which audiences are performing
the best ?
experiments the same year. 1
• Which bidding strategy drives
higher conversions?

Review Conversion Lift

Meta offers multiple measurement
results to learn:
solutions to help businesses identify
• What is the incremental impact
opportunities to improve performance
of my campaign on sales?
across experimentation - such as Conversion
Lift, Offline Sales Lift, and A/B Testing - and • How does incrementality compare
across prospecting and retargeting
via modeling using Marketing Mix Modeling.
strategies?
• Which tactics are driving the most
incremental impact?

Success story Review Conversion

Pink Tag Boutique, a Lift results to learn:
women’s clothing brand, used a • Which marketing channels are
conversion lift study to test driving the most impact?
whether increasing ad campaign • How does offline impact online
budget would help increase Black and vice versa?
Friday sales while maintaining • How effective are upper funnel
CPA. They found that this drove campaigns at impacting sales?
an 18X lift in purchases on Black • How does MMM reported results
Friday with a 7.8% improvement compare to attributed results?
in cost per sales conversion. 2

Source: 1. Harvard Business Review, Oct 2020 2. Meta case study, Mar 2022.​
PLANNING | PROCESS​

Businesses are planning around four phases

to help maximize demand during the holidays

Before the During the After the

01 Establish foundations 02 key moment
03 key moment
04 key moment

Data: Share back Broaden objectives and Use flexible bids and Re-engage customers
marketing data: optimizations to reach budgets to convert to help drive loyalty
• Pixel, SDK and new audiences: more discoveries: and sales:
Offline Conversions • Landing page views, • Inflated budgets • Advantage+ Catalog
view contents, add • Cost cap bidding Ads
Create a direct
to carts
connection between Convert demand Measure campaign
your marketing data and Introduce your brand into sales: performance to inform
Meta systems: with varied video • Ads with Product future campaigns:
• Conversions API formats: Tags • A/B Testing
• Reels, In-Stream, • Advantage+ Catalog • Conversion Lift
Aim for a match
Stories and Feed Ads (formerly • Marketing Mix
quality >6.0:
Dynamic Ads) Modeling
• Event Match Quality Build new connections:
• Collaborative Ads
• Ads that Click to
Creative: Diversify
Message, Lead Ads Partner with creators:
creatives to uncover
• Branded Content Ads
new audiences. Bring discovery to
life with AR:
Media: Simplify account
• AR effects, AR ads
structures.

Measurement: Uncover
true business value:
• Conversion Lift

Partner with an expert to grow your business

Meta Business Partners Directory
02 BEFORE THE KEY MOMENT

HOW TO DO IT

Awareness campaigns create

demand with new audiences

HE RO P RO DUCT Short form works best in scrollable and

mobile presentation spaces, long form
Video (Reels, In-stream) are better at driving deeper insight and
more complex concepts.
With 50% of time spent
with video on Facebook ¹,
use the high engagement
medium to reach new
audiences.

Short form Long form

AWARENESS RECIPE CARD

Objective Awareness

Broad targeting ensures you are can capture the largest set of potential customers
Targeting
available to you

Optimization Awareness

Bidding Automatic Bidding to establish baseline on new audiences

Campaigns seen at least 1 or more times per week are 4X more effective at
Frequency
driving long-term sales​²

Short-form video: Reels

Ad format
Long-form video: In-stream

People consume content differently on mobile, so utilize creative best practices to

Creative
ensure your ads capture attention

Measurement Incrementality with Conversions API-based lift

Source: 1) Meta internal data, 2) Driving long-term and short-term sales using Facebook and Instagram advertising, Nepa, Oct 2020. Based on MMM results of 6 retail clients in Sweden
02 REACH CUSTOMERS EARLY

HOW TO DO IT

Conversion campaigns can

convert demand into sales

HE RO P RO DUCT JD Williams used Advantage+ Catalog Ads

for broad audiences (women in the UK) to
Advantage+ Catalog Ads
reach people who had expressed interest in
for broad audiences its products.

3.5X
Reach shoppers who are
interested in your catalog
but may not have visited
lower cost for incremental new
your website or app. customers compared to paid search alone. 1

NEW CUSTOMER ACQUISITION RECIPE CARD

Objective Sales

Advantage+ Catalog Ads for broad audiences (formerly known as dynamic

Targeting
ads for broad audiences)

Optimization Purchase, ROAS and mid-low funnel events

Use lowest cost if you want to maximize spend, Use cost cap if you want
Bidding
every new customer to have marginal profitability

Placements Use 6+ placements, expanding into automatic placements

Ad format Reels, Stories, Carousel

Creative Leverage video to capitalize on discoverability via storytelling

Measurement Incrementality with Conversions API-based lift

Source: Meta case study, Mar 2021

03 MAXIMIZE PURCHASES

HOW TO DO IT

Remarketing helps maximize sales

during your key shopping moment

5x
HE RO P RO DUCT

Advantage+ Catalog
Ads for retargeting increase in driving
incremental conversions
Reach shoppers who visited your and ROAS when using
website or app to return and purchase. Advantage+ Catalog Ads
Be sure to target web or app visitors for retargeting with
and exclude recent purchasers. existing customers. 1

REMARKETING RECIPE CARD

Objective Sales

Advantage+ Catalog Ads for retargeting (formerly known as dynamic ads for retargeting)
Targeting
to reach people who visited your website and did not purchase

Optimization Conversions

Bidding Automatic bidding (lowest cost), Campaign Budget Optimization

Placements Use 6+ placements, expanding into automatic placements

Ad format Carousel and collection formats

Test whether creative that is tailored to customer’s intent can drive optimal
remarketing value.
Creative
Build for specific remarketing needs, instead of repurposing customer
acquisition creative.

Measurement Incrementality with Conversions API-based lift

Source: Facebook single-cell conversion lift study (amongst 15 global ecommerce and retail businesses), Q4 2020 to Q1 2021.
04 STAY TOP OF MIND

HOW TO DO IT

Remarketing builds loyalty

with recent purchasers

HE RO P RO DUCT

Advantage+ Catalog Ads for retargeting

Cross-sell your catalog with recent purchasers to build loyalty

with your brand. Select from several retargeting options
(including viewed, added to cart but didn’t purchase, or upsell).​
Consider expanding your retargeting window as audiences may
have decreased for iOS14.5+ devices.

LOYALTY RECIPE CARD

Objective Sales

Advantage+ Catalog Ads for retargeting (formerly known as dynamic ads for retargeting)
Targeting to reach past purchasers

Bidding Automatic bidding (lowest cost), Campaign Budget Optimization

Optimization Conversions

Placements Use 6+ placements, expanding into automatic placements

Ad format Carousel and collection formats

Continue testing to determine creatives most beneficial to loyalty/repurchase audience.

Creative Build for specific loyalty/repurchase needs.

Measurement Incrementality with Conversions API-based lift