One of the primary ways that you can create a website custom audience is based on specific page or website. There are actually several different ways I use this within my advertising strategy.

Custom Conversions have a very specific purpose for Facebook ads reporting and optimization. Here, I provide an explanation of the three primary ways that I use them.

The Facebook Pixel Helper is an extension for the Chrome browser. It's a great, and free, tool for advertisers. Here, I lay out ways that you might use it.

View-through conversions have always been a thing. But changes during the past year have made them problematic. Let me explain what I was doing, what I found, my theory, and what I think Facebook should do related to view-through attribution.

Do you understand how custom conversions are different from standard and custom events and how you might use them? Let's clear up any confusion...

Have you ever run into a situation where Facebook isn't providing metric totals for conversions even though the rows above have data? This isn't a bug, there's a reason for it. Here's the explanation...

Businesses who haven't been able to verify their domains because their pixel was on a third-party website may have a solution due to Partner Level Configurations. This is a big deal!

If you use standard or custom events, you should also be sending parameters that provide more details about an action. Parameters are what provide granularity and power in reporting and targeting. Here's how they work...

Conversion numbers in Ads Manager rarely match up with other sources. One of the many reasons for this is view-through conversions. Here, I talk about what they are, when they might happen, and why they've been controversial.

You can now create custom audiences based on engagement with your product catalog. There are a couple of primary benefits to this over a typical website custom audience that should be useful for ecomm businesses.