Better Data Drives Better Auction Performance

Not only is an upgraded server-to-server data connection a best practice that Meta strongly recommends, but it will 𝘀𝗮𝘃𝗲 𝘆𝗼𝘂 𝗺𝗼𝗻𝗲𝘆 by improving your auction performance. Here's how.

-- 𝗠𝗲𝘁𝗮'𝘀 𝗔𝘂𝗰𝘁𝗶𝗼𝗻 𝗦𝘆𝘀𝘁𝗲𝗺 --

Every dollar you spend on Meta ads runs through Meta's auction. Whether you're a standard advertiser using auto-bidding or you're an advanced advertiser using manual bids, your ad bids are competing with all other advertisers to get in front of your target audience.

▶️ Meta 𝗺𝘂𝗹𝘁𝗶𝗽𝗹𝗶𝗲𝘀 𝘆𝗼𝘂𝗿 𝗯𝗶𝗱 by a quality score.
▶️ This quality score is determined by how effective your ads are at converting.

-- 𝗥𝗲𝘀𝘁𝗼𝗿𝗲 𝗠𝗶𝘀𝘀𝗶𝗻𝗴 𝗗𝗮𝘁𝗮 --

❌ With a browser-pixel only data connection, you're only sending about 𝟱𝟬% 𝗼𝗳 𝘆𝗼𝘂𝗿 𝗰𝗼𝗻𝘃𝗲𝗿𝘀𝗶𝗼𝗻 𝗱𝗮𝘁𝗮.

❌  With a basic/free data connection, you’re only sending about 𝟴𝟬% 𝗼𝗳 𝘆𝗼𝘂𝗿 𝗰𝗼𝗻𝘃𝗲𝗿𝘀𝗶𝗼𝗻 𝗱𝗮𝘁𝗮.

✅ With an upgraded data connection, you’re sending 𝟭𝟬𝟬% 𝗼𝗳 𝘆𝗼𝘂𝗿 𝗰𝗼𝗻𝘃𝗲𝗿𝘀𝗶𝗼𝗻 𝗱𝗮𝘁𝗮.

This means that without an upgraded data connection, you're sending fewer conversions and getting fewer matched conversions to your ads, which 𝗹𝗼𝘄𝗲𝗿𝘀 𝗠𝗲𝘁𝗮’𝘀 𝗽𝗲𝗿𝗰𝗲𝗽𝘁𝗶𝗼𝗻 𝗼𝗳 𝘆𝗼𝘂𝗿 𝗮𝗱 𝗲𝗳𝗳𝗲𝗰𝘁𝗶𝘃𝗲𝗻𝗲𝘀𝘀, and in turn lowers your quality score.

-- 𝗕𝗲𝘁𝘁𝗲𝗿 𝗗𝗮𝘁𝗮 𝗜𝗺𝗽𝗿𝗼𝘃𝗲𝘀 𝗔𝘂𝗰𝘁𝗶𝗼𝗻 𝗣𝗲𝗿𝗳𝗼𝗿𝗺𝗮𝗻𝗰𝗲 --

By simply improving your flow of data, you will get a 𝗵𝗶𝗴𝗵𝗲𝗿 𝗾𝘂𝗮𝗹𝗶𝘁𝘆 𝘀𝗰𝗼𝗿𝗲.

▶️ A higher score means a 𝗵𝗶𝗴𝗵𝗲𝗿 𝗺𝘂𝗹𝘁𝗶𝗽𝗹𝗶𝗲𝗿 𝗼𝗻 𝘆𝗼𝘂𝗿 𝗯𝗶𝗱𝘀
▶️ Higher value bids mean 𝗯𝗲𝘁𝘁𝗲𝗿 𝗮𝘂𝗰𝘁𝗶𝗼𝗻 𝗽𝗲𝗿𝗳𝗼𝗿𝗺𝗮𝗻𝗰𝗲
▶️ Better auction performance means 𝟭𝟱-𝟮𝟱% 𝗹𝗼𝘄𝗲𝗿 𝗮𝗱 𝗰𝗼𝘀𝘁𝘀

Having better data isn't the whole story. Data is just one of the 𝟰 𝗽𝗶𝗹𝗹𝗮𝗿𝘀 𝗼𝗳 𝗲𝘅𝗰𝗲𝗹𝗹𝗲𝗻𝗰𝗲:

1️⃣  100% usable real-time 𝗱𝗮𝘁𝗮
2️⃣  Engaging, diverse 𝗰𝗿𝗲𝗮𝘁𝗶𝘃𝗲
3️⃣  A high converting 𝘄𝗲𝗯𝘀𝗶𝘁𝗲
4️⃣  A modern 𝗰𝗮𝗺𝗽𝗮𝗶𝗴𝗻 𝘀𝘁𝗿𝘂𝗰𝘁𝘂𝗿𝗲 that leverages machine learning

Sending better data is the quickest and easiest piece to fix, and it's the weak link for many Shopify businesses.

-- 𝗪𝗵𝘆 𝗣𝗼𝗽𝘀𝗶𝘅𝗹𝗲 --

Popsixle was built for small businesses that don't have an in-house developer or an in-house data scientist, and don’t need to send their data to 100 different places. We make it entirely easy and painless to upgrade your data connection to Meta, Google, and TikTok.

You can install our Shopify app in minutes and then try our product for free for 21 days.

If you're still using the free Shopify CAPI connection, consider upgrading your data connection and stop throwing away 20% of your ad dollars.