In order to ensure best performance and clear reporting, Faraday encourages clients to follow and refer to these guidelines when using Faraday audiences on Facebook.

Naming

Ad sets containing any Faraday audiences must include “Faraday” or “fdy” in the name. Individual Faraday deliveries are associated with a unique, eight-digit delivery ID. Each ad set name should include the corresponding ID.

Settings

Optimization

Faraday strongly recommends that the “tracking event” of an ad set correspond to the conversion event used to build the Faraday model in use. For example:

Traffic/brand awareness: Optimizing for impressions, unique reach, etc.
Conversions: Optimizing for completed forms, add-to-carts, purchases, etc.

Faraday encourages the use of the Facebook pixel to track conversion events, regardless of the tracking event.

Demographics and segmentation

Whenever possible, segmentation should be applied when building the delivery with Faraday Reach. Once audiences have been delivered to Facebook, additional filtering or segmentation should not be applied (this includes gender, age, location, etc.).

Why? Our predictive models takes all of this into account when selecting who to target.

Stacking or combining audiences

Faraday deliveries should not be stacked (e.g. 2+ Faraday custom audiences per ad set). This inhibits valuable performance reporting of specific Faraday audiences.

Exclusions

Do not exclude another prospecting audience from an ad set targeted at a Faraday audience. For example, a native Facebook LAL audience should not be excluded from a Faraday ad set.

Timeframe

Ad sets that contain any Faraday audiences should not be turned off while still in the learning phase.

For optimal performance, Faraday recommends that ad sets containing any Faraday audiences to run for at least five days after the learning phase is completed.

Deleting audiences

Faraday ad sets should not be deleted! This destroys data and inhibits effective reporting.

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