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Better Data Drives Better Auction Performance

Written by Noah King | Nov 4, 2024 12:51:01 PM

Not only is an upgraded server-to-server data connection a best practice that Meta strongly recommends, but it will ๐˜€๐—ฎ๐˜ƒ๐—ฒ ๐˜†๐—ผ๐˜‚ ๐—บ๐—ผ๐—ป๐—ฒ๐˜† by improving your auction performance. Here's how.

-- ๐— ๐—ฒ๐˜๐—ฎ'๐˜€ ๐—”๐˜‚๐—ฐ๐˜๐—ถ๐—ผ๐—ป ๐—ฆ๐˜†๐˜€๐˜๐—ฒ๐—บ --

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.

โ–ถ๏ธ Meta ๐—บ๐˜‚๐—น๐˜๐—ถ๐—ฝ๐—น๐—ถ๐—ฒ๐˜€ ๐˜†๐—ผ๐˜‚๐—ฟ ๐—ฏ๐—ถ๐—ฑ by a quality score.
โ–ถ๏ธ This quality score is determined by how effective your ads are at converting.

-- ๐—ฅ๐—ฒ๐˜€๐˜๐—ผ๐—ฟ๐—ฒ ๐— ๐—ถ๐˜€๐˜€๐—ถ๐—ป๐—ด ๐——๐—ฎ๐˜๐—ฎ --

โŒ With a browser-pixel only data connection, you're only sending about ๐Ÿฑ๐Ÿฌ% ๐—ผ๐—ณ ๐˜†๐—ผ๐˜‚๐—ฟ ๐—ฐ๐—ผ๐—ป๐˜ƒ๐—ฒ๐—ฟ๐˜€๐—ถ๐—ผ๐—ป ๐—ฑ๐—ฎ๐˜๐—ฎ.

โŒ  With a basic/free data connection, youโ€™re only sending about ๐Ÿด๐Ÿฌ% ๐—ผ๐—ณ ๐˜†๐—ผ๐˜‚๐—ฟ ๐—ฐ๐—ผ๐—ป๐˜ƒ๐—ฒ๐—ฟ๐˜€๐—ถ๐—ผ๐—ป ๐—ฑ๐—ฎ๐˜๐—ฎ.

โœ… With an upgraded data connection, youโ€™re sending ๐Ÿญ๐Ÿฌ๐Ÿฌ% ๐—ผ๐—ณ ๐˜†๐—ผ๐˜‚๐—ฟ ๐—ฐ๐—ผ๐—ป๐˜ƒ๐—ฒ๐—ฟ๐˜€๐—ถ๐—ผ๐—ป ๐—ฑ๐—ฎ๐˜๐—ฎ.

This means that without an upgraded data connection, you're sending fewer conversions and getting fewer matched conversions to your ads, which ๐—น๐—ผ๐˜„๐—ฒ๐—ฟ๐˜€ ๐— ๐—ฒ๐˜๐—ฎโ€™๐˜€ ๐—ฝ๐—ฒ๐—ฟ๐—ฐ๐—ฒ๐—ฝ๐˜๐—ถ๐—ผ๐—ป ๐—ผ๐—ณ ๐˜†๐—ผ๐˜‚๐—ฟ ๐—ฎ๐—ฑ ๐—ฒ๐—ณ๐—ณ๐—ฒ๐—ฐ๐˜๐—ถ๐˜ƒ๐—ฒ๐—ป๐—ฒ๐˜€๐˜€, and in turn lowers your quality score.

-- ๐—•๐—ฒ๐˜๐˜๐—ฒ๐—ฟ ๐——๐—ฎ๐˜๐—ฎ ๐—œ๐—บ๐—ฝ๐—ฟ๐—ผ๐˜ƒ๐—ฒ๐˜€ ๐—”๐˜‚๐—ฐ๐˜๐—ถ๐—ผ๐—ป ๐—ฃ๐—ฒ๐—ฟ๐—ณ๐—ผ๐—ฟ๐—บ๐—ฎ๐—ป๐—ฐ๐—ฒ --

By simply improving your flow of data, you will get a ๐—ต๐—ถ๐—ด๐—ต๐—ฒ๐—ฟ ๐—พ๐˜‚๐—ฎ๐—น๐—ถ๐˜๐˜† ๐˜€๐—ฐ๐—ผ๐—ฟ๐—ฒ.

โ–ถ๏ธ A higher score means a ๐—ต๐—ถ๐—ด๐—ต๐—ฒ๐—ฟ ๐—บ๐˜‚๐—น๐˜๐—ถ๐—ฝ๐—น๐—ถ๐—ฒ๐—ฟ ๐—ผ๐—ป ๐˜†๐—ผ๐˜‚๐—ฟ ๐—ฏ๐—ถ๐—ฑ๐˜€
โ–ถ๏ธ Higher value bids mean ๐—ฏ๐—ฒ๐˜๐˜๐—ฒ๐—ฟ ๐—ฎ๐˜‚๐—ฐ๐˜๐—ถ๐—ผ๐—ป ๐—ฝ๐—ฒ๐—ฟ๐—ณ๐—ผ๐—ฟ๐—บ๐—ฎ๐—ป๐—ฐ๐—ฒ
โ–ถ๏ธ Better auction performance means ๐Ÿญ๐Ÿฑ-๐Ÿฎ๐Ÿฑ% ๐—น๐—ผ๐˜„๐—ฒ๐—ฟ ๐—ฎ๐—ฑ ๐—ฐ๐—ผ๐˜€๐˜๐˜€

Having better data isn't the whole story. Data is just one of the ๐Ÿฐ ๐—ฝ๐—ถ๐—น๐—น๐—ฎ๐—ฟ๐˜€ ๐—ผ๐—ณ ๐—ฒ๐˜…๐—ฐ๐—ฒ๐—น๐—น๐—ฒ๐—ป๐—ฐ๐—ฒ:

1๏ธโƒฃ  100% usable real-time ๐—ฑ๐—ฎ๐˜๐—ฎ
2๏ธโƒฃ  Engaging, diverse ๐—ฐ๐—ฟ๐—ฒ๐—ฎ๐˜๐—ถ๐˜ƒ๐—ฒ
3๏ธโƒฃ  A high converting ๐˜„๐—ฒ๐—ฏ๐˜€๐—ถ๐˜๐—ฒ
4๏ธโƒฃ  A modern ๐—ฐ๐—ฎ๐—บ๐—ฝ๐—ฎ๐—ถ๐—ด๐—ป ๐˜€๐˜๐—ฟ๐˜‚๐—ฐ๐˜๐˜‚๐—ฟ๐—ฒ 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.

-- ๐—ช๐—ต๐˜† ๐—ฃ๐—ผ๐—ฝ๐˜€๐—ถ๐˜…๐—น๐—ฒ --

Popsixle was built for small businesses that don't have an in-house developer or an in-house data scientist, and donโ€™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.