Unf*ck Your Meta
Tracking - The Expert
Meta Signals Audit
Brett Fish
TagHero
Speakerdeck.com/brett_fish
@brettfish
@brett_fish
Slide 2
Slide 2 text
Meta Ads:
Why do we do it?
Slide 3
Slide 3 text
No content
Slide 4
Slide 4 text
Meta Ads:
We’re here to get
RESULTS
Slide 5
Slide 5 text
Creative
Copy
Landing Pages
Offers
CRO
Slide 6
Slide 6 text
Creative
Copy
Landing Pages
Offers
CRO
SIGNALS
Slide 7
Slide 7 text
Getting the best
results is dependent
on sending Meta
the best data
Slide 8
Slide 8 text
No content
Slide 9
Slide 9 text
➔ Founded a Paid Social agency
(Skysill) in 2017
➔ Founded TagHero in 2021
➔ Live in Portland, Oregon with my
wife and two sons
Hi, I’m Brett
Slide 10
Slide 10 text
TAGHERO
We help brands and agencies
maximize their ad tracking to
improve performance.
Slide 11
Slide 11 text
TAGHERO
Slide 12
Slide 12 text
WHAT YOU’LL LEARN TODAY
I’ll walk through a turbo-charged
version of the expert Meta Pixel Audit
we provide clients.
Slide 13
Slide 13 text
WHAT YOU’LL LEARN TODAY
➔ Spot potential issues
➔ Maximize your setup
➔ Ensure Meta is receiving the best data
possible
Slide 14
Slide 14 text
THE EXPERT META SIGNALS AUDIT
Meta Business Manager
Events Manager
Data Sources
Choose Your Pixel/Dataset
Slide 15
Slide 15 text
SETTINGS
Slide 16
Slide 16 text
No content
Slide 17
Slide 17 text
No content
Slide 18
Slide 18 text
THE META SIGNALS AUDIT - SETTINGS
➔ First-party cookies - ON
➔ Automatic Advanced Matching - ON
◆ turn on as many match keys as possible
◆ email, phone, external_id are most critical
Slide 19
Slide 19 text
No content
Slide 20
Slide 20 text
No content
Slide 21
Slide 21 text
➔ Event Setup Tool - launch and
check!
➔ Track events without code - OFF
THE META SIGNALS AUDIT - SETTINGS
Slide 22
Slide 22 text
No content
Slide 23
Slide 23 text
➔ Block any domains you don’t own/control
that are sending Pixel data
➔ Or add only your known domains to an
“Allow” list
THE META SIGNALS AUDIT - SETTINGS
Slide 24
Slide 24 text
EVENTS OVERVIEW
Slide 25
Slide 25 text
No content
Slide 26
Slide 26 text
➔ Order of events - should mirror your funnel
➔ Integration Method - should be “Multiple” (Browser +
Server)
➔ EMQ scores - upper funnel events should be in the 4-6
range, lower funnel events in the 8-9 range
THE META SIGNALS AUDIT - EVENTS OVERVIEW
Slide 27
Slide 27 text
INDIVIDUAL EVENT DATA
Slide 28
Slide 28 text
No content
Slide 29
Slide 29 text
No content
Slide 30
Slide 30 text
No content
Slide 31
Slide 31 text
➔ Server event line (teal/aqua) should be tightly
correlated to Pixel line (dark blue)
➔ Server event counts should be greater than or
equal to the browser event counts
THE META SIGNALS AUDIT - EVENT DATA
Slide 32
Slide 32 text
No content
Slide 33
Slide 33 text
No content
Slide 34
Slide 34 text
➔ High-level look at status (check sidebar items
for diagnostics)
➔ Event Quality - Purchase events should have
most parameters present
THE META SIGNALS AUDIT - EVENT DATA
Slide 35
Slide 35 text
No content
Slide 36
Slide 36 text
No content
Slide 37
Slide 37 text
➔ On upper funnel events, you won’t have many of
the PII parameters.
➔ Look for obvious misses - i.e. “email” on purchases
➔ FBC - why a low % is OK
THE META SIGNALS AUDIT - EVENT DATA
Slide 38
Slide 38 text
No content
Slide 39
Slide 39 text
➔ Event Deduplication - make sure meeting best
practices
➔ Data Freshness - “Real-time” is ideal, “Hourly” is OK
THE META SIGNALS AUDIT - EVENT DATA
Slide 40
Slide 40 text
No content
Slide 41
Slide 41 text
➔ Sampled Activities - WAS my favorite screen
➔ Look at recent events for
◆ signs of duplicate events
◆ item parameters
THE META SIGNALS AUDIT - EVENT DATA
Slide 42
Slide 42 text
No content
Slide 43
Slide 43 text
➔ Meta’s Event Setup Tool
➔ Pixel hard-coded into website or theme
➔ Google Tag Manager (GTM)
🔥 THE “USUAL SUSPECTS” FOR ISSUES
🔥