Facebook Advertising Strategies for Early-Stage Startups
The bit about attribution is critical, but misses a more important basic piece which is &quot;make sure you setup and properly QA your conversion tracking.&quot;<p>So many companies launch FB ads without proper tracking and then are surprised when they have no idea what it did for them.  FB tends to group everything under the sun as &quot;engagement&quot; and &quot;conversions&quot;, so really digging in and understanding those settings is key.<p>For example, 1-day view-through credit by default is probably a bad idea for many advertisers, particularly when you have no clue what the quality of a view-through is, and what they are worth to you.  They are VERY different in terms of value, but FB wants to give them 100% credit with their rules within 1-day.  That&#x27;s simply not how most savvy people approach attribution.<p>Google Analytics offers some great basic attribution tools out of the box that let you experiment and compare different static models, or create your own static model.  Ultimately static models themselves have inherent limitations because attribution is a much more dynamic thing that exists at the individual user path level, but it is a great start.