Noticed some weird behaviour on one of my clients stores. 🤔 Every morning the conversion rates and sales keep getting lower and lower. Normally by 10am I am able to tell how many sales they will have that day +/- 10% of my guesstimate, but not recently. Conversion rates in the morning were dropping to 2% when they are normally 4-5%, which leaves the rest of the day trying to play catch up instead of using the morning as a launching pad for the rest of the day. I launched some CRO split tests to see if there was something I was missing on the site. Investigated the site. Talked to the email team to see if they were scheduling emails based on prime time periods. And dove into the data on the Facebook account. I found something odd when I broke down conversion rates over the past 7 days. In one of our bigger campaigns with over $1.2mil spent across these 3 adsets I noticed the Lookalike adsets conversion behaviour to be at 0% all the way up until 8am, then hammer out some high conversions and then die down to 0% again. Interest targeting seems to hold carry a more stable conversion rate throughout the day. Open/Broad targeting is fairly stable but does have some serious spikes and dips. This is all autobid, no rules, hands off except for budget adjustments in a CBO. So purely Facebook's algo doing this. I still need to dive into how long this has been happening and brain storm some ideas. One idea was taking the lookalike and putting it on manual bidding and adjusting up/down the bids during its "peak" times. I'm curious if anyone else is seeing this behaviour and if there are any suggestions on how to fix the lookalikes to be more stable.

Facebook has announced that it will be overhauling its policies on profile banning. They will be working to include the ability to explain the context in appeals and allow a potential 7 strikes before banning. I believe this is for personal accounts as I dont remember seeing anything about adverting in the article, but we’ll see how things play out. This could mean people gaining a bit more truth back in Facebook. Time will tell, but either way I think this is a atep in the right direction for them! See you at the 🔝 https://techcrunch.com/2023/02/23/meta-announces-facebook-jail-reforms-that-focus-more-on-better-explanations-of-policy-less-on-timeouts/

Mark Z announced they are releasing a pulot project that will allow users on Facebook and Instagram to pay $12/mon ($16 on mobile) to have the blue verified checkmark on their name. Users will have to submit gov id in order to be verified and will get access to a couple of perks including customer support. Whether that customer support is limited to personal profiles or if it will extend to advertisers profile as well is unclear. One thing is for sure, Mark is having a hard time innovating! This is coming on the heels of Elon launching the subscription for Twitter Blue. It is kind of surprising that Mark jumped on this as Elon has received a lot of negative press for making this decision. Will you get Facebook/Instagram verified?

Another shake up in the Metaverse as Marne Levine is set to leave. Looks like she will stay on until summer to help with the transition. Will this be good news for advertisers in getting fresh leadership or is it bad news? Read more here: https://about.fb.com/news/2023/02/meta-chief-business-officer-stepping-down/amp/