Choose the business outcome before the campaign objective
Start with the action that creates value: a purchase, qualified lead or booked conversation. Then choose the closest available campaign objective and conversion event. Do not begin with the Boost button simply because it is visible.
Know the break-even customer acquisition cost
Calculate contribution after product cost, payment fees, fulfilment and expected refunds. That number is the ceiling for acquiring a customer before overhead and profit. Without it, strong-looking metrics can still hide a losing campaign.
Verify the measurement path
Test page views, outbound clicks, landing-page views, checkout starts and purchases. If the purchase event is missing or duplicated, optimisation and reporting become unreliable. Fix tracking before judging audiences or creatives.
Diagnose in the right order
First check delivery and rejection. Then check whether people stop at the ad, the landing page or checkout. A low click-through rate suggests a creative or audience problem; a large click-to-landing-page gap suggests speed or link problems; checkout without purchase suggests offer, trust or payment friction.
Protect the learning phase
Avoid repeated edits after a few hours. Give a correctly configured pilot enough time to gather signal unless tracking, delivery or spend is clearly broken. Change one meaningful variable at a time.
₦19,500