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Facebook/Instagram/Meta Media Buying

Paul’s Approach to Facebook/Instagram/Meta Advertising

NuSpark Media Group, under the strategic guidance of Paul Mosenson, takes a meticulously planned approach to managing Facebook and Instagram Ad campaigns. The focus is always on driving quality leads and sales, ensuring that every ad resonates with the target audience. Here’s a glimpse of the methodology:

Understanding the Audience
NuSpark initiates the process by deep-diving into audience behaviors and preferences. The understanding of demographics and psychographics ensures that the content of the ads is tailored to appeal to the target audience.

Crafting Compelling Content
With Paul’s tactical expertise, the team at NuSpark creates compelling ad content. Whether it’s video, imagery, or text, the focus is on resonating with the audience’s needs and desires. This isn’t just about creating visually appealing ads; it’s about building trust and positioning the brand as a solution.  AI copy and design can come into play here as well.

Strategic Ad Placement
Placement decisions are never taken lightly. Through thorough analytics, Paul ensures that ads are seen by the most relevant audience. By using Facebook and Instagram’s powerful algorithms, they can target users based on interests, behaviors, and more.

Conversion Optimization
Paul Mosenson’s emphasis on analytics is a key part of NuSpark’s approach. It’s not just about getting eyes on the ads, but turning those views into actions. With rigorous A/B testing and ongoing adjustments, we ensure that ads not only attract interest but drive conversions.

Measuring and Adjusting for ROAS (Return on Ad Spend)
Paul’s result-oriented philosophy permeates the entire campaign process. Every ad dollar spent is tracked for return on investment. Through regular monitoring and refinement, the campaigns are adjusted to ensure that the maximum return is being achieved.

When planning campaigns, our process is showcased on the chart below.  There’s indeed many elements to planning campaigns and many of those strategic options are below. Feel free to click and see the image larger.

Facebook/Meta Campaign Tracking with the Pixel

At NuSpark Media Group, guided by the insightful leadership of Paul Mosenson, we take your results to the next level by leveraging the powerful technology behind Facebook/Meta campaign tracking.

Unlocking Potential with the Pixel

What is the Pixel? A small piece of code installed on your website, the Facebook Pixel is more than just technology. It’s your gateway to understanding customer behavior, tracking conversions, and building audiences. It’s about transforming data into actionable insights.

Why the Pixel Matters? The Facebook Pixel isn’t just a tool; it’s a strategy. A strategy championed by Paul Mosenson, where every decision is backed by analytics. By understanding how users interact with your site after clicking on a Facebook ad, you can make informed, targeted marketing decisions that resonate with your audience.

How to Get Started? Setting up the Pixel is a seamless process, but it requires precision and insight. Here’s where the strategic thinking of Paul Mosenson shines. By aligning the Pixel with your marketing goals, you’re not just tracking data; you’re crafting a path to success.

Let’s delve into the distinctions between standard and custom conversions and explore how your strategic and tactical approach can enhance this process.


Standard Conversion

  • Ease of Use: Standard conversion is a quick way to track conversions using predefined events like “Purchase,” “Lead,” “Add to Cart,” etc. It’s excellent for common conversion paths and is set up right within the Facebook Ads Manager.
  • Flexibility: Though it’s user-friendly, it doesn’t offer the same degree of customization as custom conversions. However, for most general tracking purposes, it’s sufficient.

Custom Conversion

  • Personalization: Custom conversion enables you to track specific actions that might not be covered under standard events. You can create rules based on URL, event parameters, or other criteria.
  • Complexity: It’s more intricate and requires a proper understanding of the conversion goals. Custom conversions provide deeper insights but require more time to configure.

Below is what we use to plan what events to track with clients.  Keep in mind that any conversion tracked within the Facebook analytics tools are based on the 7 day click/ 1 day view attribution model.  Coupled with GA4, which tracks by default “last click” conversions, we’ll have a full understanding of what works, so we can optimize for current and future campaigns.  Feel free to click on the image to see it larger.

Custom Conversions: Targeting with Precision

Custom Conversions allows advertisers to create specific rules for events. The main advantage? It provides a clearer understanding of specific customer actions, which in turn can help in optimizing ad campaigns. Below are 3 examples of custom conversions, based on a Thank you or confirmation page URL.  Click each image to enlarge.

Application Submit

Discount Special

eBook Download

No Thank You page? No problem. Custom conversions can also be created if your conversions are click events, like submit buttons, email submissions, mobile phone calls, content downloads and more.  Watch the video to see how it’s done.  As long as you have the Facebook pixel on your website.

A note about conversion/attribution windows. Yes, with Meta the reporting is based on 7 day click/1 one view. However in the FB Ad Manager under the Performance tab, you CAN compare 7 day with other attributon models for reporting sake.

Advanced Tracking: The Conversions API- Bridging Gaps in Data Collection

Meta’s Conversions API is a robust tool designed to establish a direct, dependable link between marketing data sources like your server, website, CRM, and the Meta platform. It’s primarily concerned with enhancing ad personalization, optimization, and measurement across Meta technologies. With this API, your advertisements are more likely to reach an audience that finds them relevant.

What is Meta’s Conversion API?

Meta’s Conversion API is a server-to-server connection that allows advertisers to send web events directly from their server to Meta’s. This circumvents the traditional browser cookie method, ensuring more reliable and comprehensive data tracking, especially in light of increasing privacy restrictions.

How Does It Work?

Event Tracking: Unlike traditional pixel-based tracking, the Conversion API captures user actions (events) on the server-side. This can include purchases, lead information, or any other valuable customer interactions.

Data Transmission: Once an event is captured, the information is sent directly from your server to Meta’s server. This direct communication ensures that even if browser cookies are blocked or deleted, the conversion data remains intact.

Integration with Pixel: The Conversion API works in tandem with Meta’s Pixel. Events tracked through the API can be combined with those captured by the Pixel, creating a more holistic view of customer behavior.

Customization: You can tailor the events you track, giving you the flexibility to align the data with your specific marketing goals and targets.

Through the Conversions API, this data can be funneled directly into Meta, optimizing ad targeting and reducing costs per result. While there are numerous ways to set it up, many integrations are so user-friendly that they don’t even require developer involvement, but it does take some time to prepare.

I usually install the Conversion API with a WordPress plug-in.




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