Meta audiences traditionally consist of interests, behaviours, and demographics. While creating lists using website visitors and engagement metrics is useful, the most powerful audiences leverage your CRM data.

These lists provide signals to Meta about your most valuable customers and can be used to create lookalike cohorts for new customer acquisition. This process can be complex, which is why we offer end-to-end implementation, strategy, and broader digital consultancy to drive great performance.

Meta in-platform metrics are essential for reporting, as is conversion data, which feeds into bidding algorithms. It’s likely that you have Google Analytics, Paid Search data, and other platform data, with the source of truth lying somewhere in between.

outbloom will integrate your data sources into one place, pulling essential metrics from Meta (engagement, cost, etc.) and tying this data to your source of truth (e.g., analytics, CRM, etc.) to give you clarity on how far your Facebook media spend is really going.

A good place to find users who are interested in your products or services is by using demographic, interest, and behaviour data.

However, custom audiences are key for acquiring new customers, building lists of users who match the characteristics of your converting customers into lookalike audiences.

We have developed strategies for the biggest high-street brands and we work with your data to lay the groundwork for successful customer acquisition.

Ad visibility to previous visitors is key for any Meta advertising strategy. A basic starting point is usually targeting ‘non-converting users,’ offering different messaging based on behavioural metrics with the goal of driving conversions.

outbloom peels back the layers of retargeting, incorporating CRM data to build strategies around seasonality, previous purchaser data, and more, all supported by a rigorous tracking, testing, and learning framework to avoid high-frequency fatigued ads.

First-party data should be at the heart of any performance-based Meta advertising strategy.

There are several methods for getting your customer data into the platform, with the most efficient and GDPR-compliant method being via an automation platform, ensuring the data is fresh and up to date across the lists you are importing. Whether managing this through an out-of-the-box marketing automation tool or a bespoke setup, we will oversee the entire process to ensure you are working with the best possible data.

Experimentation with Meta should be embedded within the overarching digital media strategy.

This requires a clear and accessible repository of tests, methodologies, results, and future plans that are readily available to you and your team.

outbloom will lead the design and development of bespoke test-and-learn frameworks to provide visibility on how to make informed decisions based on your multivariate, A/B, and split tests and what learnings can be applied to future campaigns.

The Conversions API (CAPI) is a server-side tracking solution. Rather than relying solely on the browser pixel, CAPI sends conversion events directly from your server to Meta, so fewer are lost to ad blockers and browser restrictions.

The iOS 14.5 updates required users to actively opt-in to share their device identifier, creating significant gaps in performance data, which is why CAPI is crucial for obtaining a more complete picture of performance. We manage everything, from implementation to testing, giving you confidence in your data.