Advanced strategies for running profitable Facebook and Instagram campaigns for e-commerce clients in the post-iOS 14 era.
The New Facebook Ads Landscape
iOS 14 changed everything. Attribution is murkier, audiences are smaller, and CPMs have increased. But Facebook and Instagram remain powerful channels for e-commerce. Success now requires adapting strategies: broader targeting, better creative, and diversified measurement.
Creative is the New Targeting
With audience targeting less precise, creative does the heavy lifting. The algorithm finds your audience through engagement signals. This means you need more creative variations, faster testing cycles, and a relentless focus on thumb-stopping content. Plan for 20-30 new creatives per month per client.
Campaign Structure for Scale
Consolidate campaigns to give the algorithm more data. A proven structure: one Advantage+ Shopping campaign for broad prospecting, one retargeting campaign with recent site visitors, and one for existing customers. Resist the urge to segment by interest—let the machine learning do its job.
Measurement and Attribution
Don't rely solely on Facebook's reported ROAS. Implement server-side tracking with Conversions API. Use incrementality testing to measure true lift. Cross-reference with Google Analytics and backend sales data. The truth usually lies somewhere between platforms.
Scaling Profitably
Scale gradually—20% budget increases every 3-4 days if performance holds. Watch for creative fatigue; frequency above 2-3 usually indicates it's time for fresh creative. Expand to new placements (Reels, Stories) before pushing more spend through saturated placements.
Resources & Further Reading
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