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  • Account Setup
    • Creating an Account
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      • How to sync your Facebook profile to ToneDen for Ads
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  • Event Marketing
    • ToneDen's Facebook & Instagram Ads for Events
      • Creating Your First Event Ad Campaign
      • Introduction to Conversion Tracking
      • Introduction to A/B Testing
      • Introduction to Budget Optimization
      • Best Practices for Using Multiple Audiences on Facebook
      • The Most Profitable Audiences to Target for Event Ads
      • The Event Marketing Lifecycle
      • Best Practices for Understanding Facebook Attribution
      • Advanced Strategies for Facebook Ads for Events
        • Automate Every Event Ad with Dynamic Event Ads
        • How to Best Structure Your Budgets, Schedule, and Audiences
      • Strategies for Specific Events
        • Concerts
        • Food and Beverage Events
        • Comedy
        • Attractions and Holiday Events (NYE / Halloween / etc.)
        • Sports
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        • Endurance
        • Business 2 Business Events
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  • Music Marketing
    • The Music Marketing Lifecycle
    • The Most Popular Types of ToneDen Campaigns You Can Use to Market your Music
    • Spotify Marketing 101
      • The Spotify Promotion Guide
        • Part 1: The 4 Ways to Grow on Spotify (Excluding Organic Growth)
        • Part 2: How to Get on Spotify's Algorithmic Playlists and the Virtuous Cycle of Spotify Followers
        • Part 3: From 800 to 2,400 Spotify Followers in 30 Days: The Lili Kendall Case Study
        • Part 4: How to Create ToneDen's Spotify Growth Playbook
        • Understanding the Spotify For Artists Dashboard
    • The Recommended Music Marketing Battle Plans
    • Best Practices for "Always On" Music Marketing
    • Other types of ToneDen Music Marketing Campaigns
  • Growth Tools
    • Pre-Save & Smart Link Troubleshooting & FAQs
    • Smart Links
      • Smart Links for Music (FanLinks)
        • How to Create a Spotify Pre-Save and/or Apple Music Pre-Add
        • How to Add TikTok's "Use My Sound" to Music Smart Links
      • Smart Links For Tours (TourLinks)
      • Smart Links for Events (EventLinks)
      • Smart Links for Podcasts (PodLinks)
        • How to Create a Single Episode Podcast Page
        • How to create a Multiple Episode Podcast Page
      • Smart Links for Fundraisers (GiveLinks)
      • Smart Links for Social Media Bios (BigLinks)
      • Smart Links for Livestreams (StreamLinks)
      • Custom Domains For Smart Links
    • Social Unlocks
      • What Is a Social Unlock?
      • Creating a Social Unlock
    • Contests
      • How to Create a Contest
      • How to Create a Viral Pre-Sale Campaign
    • How to Set Up Lasso
  • Advertising Platform
    • Advertising Fundamentals
      • Why You Should Advertise
      • Why Advertising Is an Investment
      • How to Target Your Audience
      • What is Conversion Tracking?
      • What is A/B Testing?
      • What is Budget Optimization?
      • How Is ToneDen's Advertising Platform Different Than Facebook's?
      • How is ToneDen's Optimization different from Facebook's Campaign Optimization?
      • How ToneDen Optimizes for More Conversions
      • Viewing Budget Optimization Insights
      • Advertising Term Glossary
    • Facebook Advertising
      • Getting Started with Facebook Ads on ToneDen
        • How to Create a Business Manager Account
        • How to Create a New Facebook Ad Account
        • A Guide To Setting Up Your Own Domain For Custom Conversions
          • Custom Domain Setup for Events
          • Custom Domain FAQs
        • How to Set Up a Payment Method for Facebook & Instagram Ads
        • How to Create & Manage a Facebook Pixel
          • How to Find Your Facebook Pixel ID
          • Installing your Facebook Pixel
          • How to Install Your Facebook Pixel on Eventbrite
          • How to Install Your Facebook Pixel on Other Ticketing Platforms
        • How to Request Page Advertiser (or Admin) Access to a Brand
        • How Do I Request a Gray Verification badge for My Facebook Page?
        • How to Link an Instagram Account (Instagram Business Profile) to a Facebook Page
        • How to Switch an Instagram Account to an Instagram Business Profile
      • How to Make a Facebook Ad Campaign with ToneDen
        • How to Create a Facebook & Instagram Ads with ToneDen for Music
        • Selecting Your Objective and Accounts
        • Creating Target Audiences with Audience Builder
          • How to Save Audience Sets, Add a Set, and Edit Sets
          • How to Save Your Audience
          • How to Target Email Subscribers on Facebook
          • How to Target Related Artists Using Spotify
          • How to Target Facebook Page Likes
          • How to Target Facebook Interests
          • How to Target Facebook & Instagram Video Viewers
          • How to Target Facebook Event Engagers
          • How to Target Facebook Page Engagers
          • How to Target Instagram Account Engagers
          • How to retarget website visitors or Facebook Pixel page visitors
          • How To Create Lookalike Audiences
        • Ad Creative Customization by Placement
      • Facebook Ads Troubleshooting & FAQs
        • How to Appeal a Disapproved Facebook (or Instagram) Ad
        • How to Appeal a Disabled Facebook Ad Account
        • How Long Does It Take for My Ad Campaign to Go Live?
        • Last-Minute Campaign Performance Tips
        • How to Increase Ad Creative Performance
        • How to Change Your Attribution Window
        • How Do I Test My Messenger Ads?
        • How to Deactivate an item in your Product Catalog
        • Overlapping Locations Can't Be Used
        • How To Preview Audio In A Video Ad
        • Connect to Business Manager to Create This Audience
        • Payment Method Missing, Unsettled Account, or Spend Limit Reached
        • How to Disable Google Chrome's Heavy Ads Preview Feature
    • Google Advertising
      • Getting Started With Google Ads
        • Event Ticker Seller Certification Application
        • How to Create a Google AdWords Account/Install your AdWords Pixel
        • How to Install Your AdWords Pixel for Self Serve Installation Tools
      • Creating Your First Event Google Ad Campaign
      • Audit the Performance of Your Google Ad Campaign
    • Facebook Ad Account FAQs
    • Campaign Creation Troubleshooting & FAQ
  • Playbooks
    • What is a Playbook?
    • Event Marketing Playbooks
      • How to Create a Remarketing Dynamic Event Ad Campaign
      • How to Create Your Event Announce Playbook
  • Growth Suite Add-On
  • Growth Suite FAQs and Troubleshooting
  • Growth Suite Best Practices
    • How to Create Instagram Stories Ads for Growth Suite
    • How to Track the Performance of Your Growth Campaigns
  • Spotify Growth Playbook
    • How to Create the Spotify Growth Playbook Campaign
    • Spotify Growth Playbook Best Practices
      • How Often Should I Release Music While Using the Spotify Growth Playbook?
      • Spotify Growth Playbook: Ad Creative Best Practices, How To's, and Examples
      • How to Reduce the Cost Per Follower in your Spotify Growth Campaign
      • Spotify Growth Playbook Schedule and Budget Best Practices
      • Spotify Growth Playbook Targeting Best Practices and Examples
        • Global Targeting vs. Custom Targeting
      • My Spotify Growth Playbook Ad Was Disapproved by Facebook. What Do I Do?
  • Instagram Growth Playbook
    • How to Create the Instagram Growth Playbook Campaign
  • Privacy
    • Why Does ToneDen Ask for So Many Spotify and YouTube Permissions?
    • GDPR & Privacy
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On this page
  • What Is a Conversion?
  • What Does It Mean to “Optimize” for a Conversion?
  • Why Would the Conversion Event I Optimize Change Over Time?

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  1. Advertising Platform
  2. Advertising Fundamentals

How ToneDen Optimizes for More Conversions

One of the many benefits of Facebook advertising is the ability to optimize for a particular action. Facebook can learn from people's purchasing behaviors so that they can find more people in your target audience who are similar and likely to buy.

But here’s the problem: What if your product is new? What if only a couple of people or none have bought it so far? Facebook won’t have enough data to properly optimize.

In this document, we'll explore how our system leverages Facebook's conversion optimization and ensures that your campaign is optimizing for maximum results.

Before starting to use conversion optimization, make sure you understand the terms and tools related to the technique.

What Is a Conversion?

A conversion is an action taken on your website. This can include anything from visiting a page to completing a purchase.

What Does It Mean to “Optimize” for a Conversion?

When creating a target audience, you have to make an optimization event choice. This choice tells the delivery system what result to try to get for you. For example, some advertisers may want to optimize for link clicks while others may want to optimize for video views. One advantage of implementing a pixel is that you can tell the delivery system to optimize not just for link clicks to your website, but for an action taken on your website.

Each audience accumulates data. An audience (not a campaign) needs to receive a minimum of 15 weekly conversion events in order for Facebook to deliver it with stability and efficiency.

It may be tempting to jump right to optimizing for purchases, assuming that's what you ultimately care about. However, purchases are the rarest type of conversion. Especially when you're just getting started using your pixel for conversion optimization, we recommend choosing more common ones.

Optimizing for an event that occurs more often, such as view content, will give the system more signals and data to hone in on the best delivery and optimization for your campaign.

Why Would the Conversion Event I Optimize Change Over Time?

To help optimize for the right conversion event, our system checks your pixel events before you launch your campaign. Based on your previous pixel events and ongoing events converted by your ad campaign, the system will determine the best conversion event to optimize toward.

For example, instead of optimizing for purchases immediately, the system will optimize for adds-to-cart or content views. Both events are more likely to lead to a purchase than, say, someone engaging with a post on your Page, but may occur frequently enough that we can consistently get you that result (whereas purchases may not at first).

This conversion event will change over time as your ad campaign becomes more successful in receiving conversion events. After each audiences receives the minimum amount of conversions events, it will prioritize to higher quality signal.

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Last updated 4 years ago

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