Guide Facebook

The Facebook & Instagram
Marketing Guide:
Everything Retailers Need to Know to Stay Competitive
StitcherAds is an official Facebook &
Instagram Marketing Partner.
We help retailers create automated,

personalized campaigns that convert
online and in-store.
Visit: www.stitcherads.com
Email us: retail@stitcherads.com

Table of Contents
Click a title below to jump to that section.
Setup Testing
Product Feed: How to ensure it’s Facebook compatible 7 A/B: Gain top-level insights through split testing 64
Facebook Pixel: Track how users are interacting with your website 13 Recommended Tests: Try these recommended tests for deeper learnings 66
Facebook SDK: Track how users are interacting with your app 15 Permutations: Isolate top-performing ad sets and ad creative 68
Offline Conversions: Integrate your in-store data for even better optimization 16 Facebook Testing Options: Measure causal impact and user sentiment 69
Build Optimization
Product Sets: Construct successful product sets for dynamic ad campaigns 24 Budget: How to divide your budget between campaigns 73
Audiences: Create audiences of current contacts, website visitors, and lookalikes 26 Bidding: How to calculate a bid to win Facebook’s auction 76
Targeting: Build a targeting strategy from top to bottom of the funnel 32 Pacing: Optimizing delivery for highest ROI 81
Omnichannel Campaigns: Build an omnichannel campaign on Facebook 37 Post-Launch Management: Adjust your campaigns post-launch to prioritize top-performers 84
Three Facebook Campaigns Crucial to Retail: Evergreen, seasonal, and co-op 41 Data Optimization: Utilize all-channel data to personalize ads to user 89
Creative Reporting
Ad Formats: Display your creative across different formats 47 Important Metrics: The KPIs you need to be tracking 93
General Best Practices: Create ads that drive revenue – not just likes 56 Interpreting Results: Make smarter decisions by knowing what to look for 95
Best Practices for Video Ads: Elevate direct response campaigns with video 57 Facebook vs. Third-Party Data: Which should you trust? 96
Automated Creative: Customize product feed images automatically 58 Attribution Model: How to build an omnichannel attribution model 98
User-Generated Content: Enhance product creative with UGC 60

Connecting the Great Divide
Years ago, if a shopper wanted to buy a pair of jeans, they’d simply go into a store, try
them on and make the purchase. They might have stumbled across an ad at some point
that influenced their decision, but attributing that sale to a specific channel wasn’t largely
considered critical to the business. Ah, simpler times.
Clearly, that is no longer the case.
We now live in an omnichannel world where a customer’s path to purchase might very well
look like this: See an ad on Instagram for a pair of jeans, visit the retailer’s website later
on a desktop for additional information, go to an in-store location to try on the jeans and
actually make the purchase, then go back to digital channels to leave a product review,
and scope out additional items from the retailer.
There are so many touchpoints for marketers to track, measure, and optimize. And it’s
imperative that they do it well: Failure to target consumers with the right messaging on the
right channels will result in wasted advertising spend and lost revenue.
The Holy Grail of Direct Response Marketing
Marketers spent a whopping $33.76 billion in Facebook and Instagram advertising in 2017,
according to eMarketer figures. And with good reason: People really love the platform.
More than 2 billion people across the globe use Facebook and Instagram.
If you are among the marketers investing heavily in Facebook advertising, you need to
ensure you’re getting the best bang for your buck. You might already be running dynamic
ads or building lookalike audiences, but that’s not enough to drive revenue from the
always-on shoppers of today.
This guide will outline how you can set up your channels to create effective omnichannel
campaigns; build better creative that will resonate and completely optimize your targeting
strategies to drive more revenue.
The Facebook & Instagram Marketing Guide
Setup
No gains without a strong foundation.
5
Setup Ready to start creating compelling omnichannel
campaigns that drive revenue online and in-store?
Build
Let’s set the foundation by setting up all the necessary components.
Creative
In this section, we’ll review how to:
• Build a compatible product feed to supply your Facebook product catalog;

Testing
• Set up the Facebook pixel to track important conversion events happening on
your site;
Optimization
• Set up similar events with the Facebook SDK on your mobile app;
Reporting • Integrate your in-store data with the Facebook offline API.
6
Product Feed
Setup
Product Feed
Facebook Pixel
How to ensure it’s Facebook compatible
Facebook SDK
Your product catalog contains all of the products you want to advertise on Facebook
Offline Conversions
and Instagram. In order to create one, you need to properly set up a feed to supply the
product data.
Build
There are nine pieces of information Facebook requires in order to get your feed running.
In order for everything to upload without a hitch, you need to create a file with the column
Creative names exactly as they appear here:
Testing
FIELD DESCRIPTION EXAMPLE
Optimization id The product identifier that you use on your website/ecommerce system 469742
Reporting
title The name of the product (100 character limit) Strapless Maxi Dress
availability The current availability of the product (“In stock,” “Available for order,” In stock
“Preorder,” “Out of stock” or “Discontinued”)
link The URL to the product page on your website without any URL tracking https://www.lamodaaustin.com/dresses/
parameters strapless-maxi-dress
image_link The URL to an image of the product. Images must have a minimum https://i.austinmodamedia.com/
resolution of 600x600 pixels for carousel ads and 1200x628 pixels for image/34253_296
single image and collection ads.. (2,000 character limit)
condition The condition of the item (“New,” “Refurbished” or “Used”) New
7
Setup
gtin, mpn or GTIN: global trade item number. MPN: a unique number that ties a La Moda Austin
Product Feed brand product to its manufacturer. Brand: the brand name of the product (70
character limit)
Facebook Pixel
Facebook SDK price The price of the product including the currency using ISO 4217 currency 85 USD
codes, e.g. 100 USD
Offline Conversions
description The description of the product (5,000 character limit) This breezy strapless maxi dress flatters every
Build figure.
Creative
Testing
Customize Your Product Feed
Optimization If you’re only leveraging the nine standard fields that Facebook requires, you are not targeting
shoppers as optimally as you could be. Facebook also allows you to include optional
information about your products — so you have the opportunity to better target shoppers.
Reporting
FIELD DESCRIPTION EXAMPLE
additional_ Up to 10 additional images provided as comma-separated URLs (2,000 https://i.austinmodamedia.com/

image_link character limit) image/34253_291
age_group The age group for the product (“newborn,” “infant,” “toddler,” “kids,” adult
“adult”)
color The color of the item (100 character limit) blue
expiration_date The product’s expiration date. If the product is expired, Facebook will 43902
exclude it from product sets so it won’t display in ads. (Format: YYYY-
MM-DD)
8
Setup
gender “Male,” “Female” or “Unisex” female
Product Feed
Facebook Pixel
item_group_id For items that are variants of a product. Provide the same item_group_id 469740
Facebook SDK for all items that are variants
Offline Conversions
google_product_ Predefined values from Google’s product taxonomy Apparel & Accessories > Clothing (1604)
category
Build
material The material the product is made from cotton

Creative
Testing pattern The pattern of graphic print on a product floral
Optimization product_type The defined category for the product (750 character limit) Clothing > Dresses
Reporting
sale_price The discounted price of an item on sale. Include the currency using ISO 75 USD
4217 currency codes
sale_price_ Start and end date and time for the sale, separated by a slash 2018-05-04T12:00-0300/2018-05-
effective_date 10T00:00-0300
shipping Different prices for shipping for each country and region, separated by a US:NY:Ground:5.99 USD
comma for each region. Format should be: COUNTRY:STATE:SHIPPING_
TYPE_PRICE
shipping_weight Shipping weight of the item in either lb, oz, g or kg 8 oz
size Size of the item M
custom_label_0 Optional, additional information about the item. You can include up to 5 margin
custom_label fields (100 character limit)
9
Setup Strong feed setup is necessary for compelling dynamic ads.
Product Feed
Facebook Pixel
Like Page
Sponsored ·
Facebook SDK
Hello gentlemen. Shoes and accessories up to 50% off this week at the
Poor Feed Setup
Domain North Austin. P RO T IP
Offline Conversions
1 1 No sale pricing Use the custom label field to
info
pull in information that will
Build
2 Product image optimize ads
off-center
Facebook allows you to include up to
Creative 2
3 Products do not match five custom fields in your product feed.
gender targeting
The StitcherAds team recommends
Testing 4 Incorrect letter using them to include data you can use
casing
to build valuable product sets later or
Optimization 3 4 information you can incorporate into
Kendra scott elisa birthstone Ermenegildo zegna
pendant necklace medallion silk tie
dynamic image templates. Here are
Reporting On sale this week Shop Now On sale this week some ideas to get you started:
• rofit margin – This information

P
can help you create value-based
Like Page product sets.
Sponsored ·
Hello gentlemen. Shoes and accessories up to 50% off this week at the
Good Feed Setup • eason – Use this field to help
S
Domain North Austin.
you filter products by season
1 1 Original and sale
$160 $195 and quickly build seasonal
$100 $120 price displayed campaigns.
2 Product images • Inventory – This can come in
centered handy if you ever want to display
2 ads for products that are low in
3 Products match
gender targeting stock.
• ercentage off items – Include
P
4 Correct letter
this in a custom field and later
casing
on, overlay “20% off” using a
3 4 dynamic image template.
Kenneth Cole New York Ermenegildo Zegna
Cap Toe Oxford Medallion Silk Tie
On sale this week Shop Now On sale this week
10
Setup Troubleshooting Issues with Your Product Feed
Product Feed
Facebook Pixel On the Diagnostics page in the Catalog Manager, you can troubleshoot issues with your catalog.
Facebook SDK A red stop sign will indicate there are critical errors with your feed, e.g. a missing required
!
Offline Conversions field. These errors must be fixed before running ads.
A yellow triangle will serve as a warning sign that something is wrong with your feed but you
!
Build can still run your ads despite those issues. This will be the case if you incorrectly format a field.
Here’s a breakdown of the error or warning messages you might encounter and how
Creative to fix them:
Testing
ERROR MESSAGE DESCRIPTION FIX

Optimization
HTML format isn’t The file format for your data feed is not supported by Facebook. Upload a supported file format: CSV, TSV or
supported XML (RSS/ATOM).
Reporting
Product feed not Facebook doesn’t recognize the URL you are using for the data feed. Provide a valid URL for the product feed.
found
A required field is You need to fill out required columns in your data feed. Fill out the required columns in your data
missing feed. Refer to the chart above for more
information.
This product You already uploaded an item in your data feed to your catalog. Remove the duplicate item from your data
already exists in feed
your catalog
Field cannot be all You entered uppercase letters in a field that doesn’t support them. Use lowercase letters in the field and then
uppercase letters upload the data feed again.
11
Setup
Field is too long You exceeded the character limit for a field. Remove excessive characters and upload
Product Feed the feed again. Refer to the chart above for
character limits.
Facebook Pixel
Facebook SDK
Image is too small The image URL in the data feed is smaller than the recommended Use an image URL that hosts an image with a
Offline Conversions resolution of 600x600 pixels. minimum resolution of 600x600 pixels.
Build
URL incorrectly The website URLs you are using in your data feed are not formatted Fix the website URLs so they’re using a
formatted correctly. supported format. You can use: http, https,
Creative ftp or sftp. If multiple links are included in
one field, separate them using a comma.
Testing
Recommendations for Product Feeds

Optimization
Rather than going the file upload route, Facebook recommends
marketers enter a feed URL and schedule daily, weekly or monthly P RO T IP
Reporting
uploads. This will keep the product catalog up to date. You want to
Unblock your product feed roadblocks
ensure you’re always displaying the correct pricing and availability
quickly
information. Nothing will frustrate a customer more than being
inspired by a stunning ad, only to click on it and finding that the The StitcherAds platform surfaces product feed errors and
product is out of stock. warnings and includes a manipulation tool to quickly resolve
issues. Here are five issues we’ve quickly resolved:
1. No product ID - Pull ID if available (ex. find and

populate from product URL).
2. Missing image - If available, map from website. If not
available, exclude from feed.
3. Incorrect formatting or letter casing - Create a
custom code to correct errors automatically.
4. UTM Parameters - Automatically add, remove, or
change UTM parameters.
5. Exclusions - Exclude products or brands from
displaying in ads.
12
Facebook Pixel
Setup
Product Feed
Facebook Pixel
Track how users are interacting with your website
Facebook SDK
You cannot run conversion ads on Facebook if you don’t have the pixel deployed. The
Offline Conversions
Facebook pixel is a piece of code that captures shopper intent on your site and sends it
back to the platform.
Build
The Facebook pixel consists of two parts: The pixel base code is installed on every page
of your website. The event code is installed on specific pages of your website where you’d
Creative like to track actions that are important to your business.
Testing Setting Up The Pixel

For the purposes of tracking conversions, these are the events we’re going to set up:
Optimization
Reporting
EVENT EVENT DESCRIPTION WHERE TO PLACE IDS TO FIRE
Purchase When the customer lands on a thank you or Order confirmation Product ID
confirmation page after completing a purchase page
View Content When a key page is viewed, such as a product Product page Product ID
page
View Category When a category page is viewed, e.g. Category pages Product IDs for the first 5-10 items returned
(this is a custom “accessories” on an apparel site from the Category page
event)
Add Payment When payment information is added during the After payment info All product IDs for items in cart
Info checkout process has been collected
Initiate Checkout When the customer clicks on the checkout Checkout button click All product IDs for items in cart
button to begin the checkout process
13
Setup
Add To Cart When a product is added to the customer’s Add to Cart button Product ID
Product Feed shopping cart click
Facebook Pixel
Facebook SDK
Add To Wishlist When a product is added to a shopper’s wishlist Wishlist or Favorited Product ID
Offline Conversions button click
Build
Search When a search is made Search results page Product IDs for the first 5-10 items returned
from the results page
Creative
Testing
Match Action to Feed Content
Optimization For the ViewContent, AddtoCart and Purchase events in the pixel, you’re required to include two parameters: content_
type and content_ids. Your content_type will either be “product” or “product_group.” Your content_ids must match the
Reporting “id” values of items in your product feed.
P RO T IP
Include the child SKU in the ID column of your product feed
When you’re retargeting shoppers on Facebook, make sure you’re showing them what they want to see. If you
sell products that come in variants, it’s important that you retarget your customers with the option that initially
piqued their interest.
For AddtoCart or Purchase events, you should use content_type=product because people buy specific
products. Make sure you include the child SKU in the ID column of your product feed and have the child SKU
fire off in the pixel. For ViewContent pages where the user hasn’t chosen a size or color yet, use product_group
and enter the item_group_id in the product feed file.
14
Facebook SDK
Setup
Product Feed
Facebook Pixel
Track how users are interacting with your app
Facebook SDK
If you have a mobile app, you might know a thing or two about how difficult it is to retain
Offline Conversions
users. Within 30 days of downloading an app, just 10% of users remain active, according
to data from mobile intelligence firm Quettra.
Build
Want to get more of them back? Retarget people who have interacted with your app on the
channels where they do remain active, i.e. Facebook.
Creative
To capture intent on your app and effectively retarget Facebook users, you need to use
the Facebook SDK. Much like the Facebook pixel, you can set the Facebook SDK to track
Testing
data on when people make purchases or add items to their wishlist via your app. Overall,
we recommend the same setup for mobile as the one that we described in the Facebook
Optimization pixel section.
Reporting
P RO T IP
Create deep links to make the transition from Facebook to
your app seamless
Use deep links to remove extra steps for Facebook and Instagram users who click
on your ads and land in your mobile app. With deep links, Facebook and Instagram
users will be directed to the exact piece of content within your mobile app they are
interested in seeing. This will eliminate frustration and dropoff as they won’t have
to open your app and struggle to find the products or content you advertised. The
StitcherAds feed manipulation tool allows us to automate deep linking – eliminating
the cumbersome process of doing this manually.
15
Offline Conversions
Setup
Product Feed
Facebook Pixel
Integrate your in-store data for even better
Facebook SDK optimization
Offline Conversions
We’ve arrived at the final piece of the setup puzzle. Despite the prominence of online P RO T IP
retailers, most consumers still prefer to interact with a product in person before they Work with a partner to
Build
commit to purchasing. But there’s a disconnect; most consumers also prefer digital gain deeper insights
for discovery. about in-store shoppers
Creative
Facebook recommends working
90% 56%
with a partner to upload in-store
Testing data. Partner integrations keep
the data cleansed for consistency
Optimization and will surface stronger signals
of all sales occur in-store of all in-store sales influenced by digital
about customers.
Reporting For example, when you upload

With the amount of time consumers are spending on Facebook and Instagram, it makes your data directly to Facebook,
sense that these platforms would influence some in-store purchases. Facebook Offline the platform will process the
Conversions helps you connect these dots, providing a way to measure in-store sales as shirt, socks and shoes that your
a result of online advertising. customer purchased during one
visit as three different events.
Uploading Offline Data to Facebook StitcherAds would process this
as one purchase consisting
To start using Offline Conversions, you’ll need to integrate in-store purchase data with
of three different items. The
Facebook. There’s several ways you can get setup:
benefit here is that you’ll be able
1. Direct integration with the Facebook Offline Conversions API to gain deeper insights about
2. Connect with an ad tech partner like StitcherAds shopping patterns and better
retarget customers in the future.
3. Tap a customer data integration partner like Segment
StitcherAds ensures that all data
4. Pull the data from a digital receipts partner like yReceipts is hashed before it’s passed on to
Facebook to protect privacy.
Your POS, Loyalty, or CRM partner may also be able to help you with the setup. We highly
recommend working with a partner to avoid potential errors. See our pro tip.
16
Setup How to set up an in-store data integration:
Product Feed
Facebook Pixel Option #1 Use the Facebook Offline Conversions API

Facebook SDK
Facebook does have a do-it-yourself option for setting up Offline Conversions. Here’s the main
Offline Conversions steps and the associate articles Facebook provides to get started:
1. Start by creating an offline event set in Business Manager. Learn how here.
Build
2. Upload your store locations in Business Manager. Learn how here.
3. Prepare customer data and purchase event data in a .CSV file for upload. Learn how here.
Creative
4. Upload your data file in Business Manager under Offline Events. Learn how here.
5. Map your columns to customer data and offline event types.
Testing
6. Review any errors before upload.
Optimization Step 3 is the most difficult part. In-store purchase data can often come from multiple sources,
is prone to errors, and given the sensitive nature of the information—it might be difficult to get
internal buy-in.
Reporting
If you choose to do a direct integration, take special care in making sure the data uploaded is
accurate, detailed, and secure.
17
Setup
Option #2
Product Feed
Facebook Pixel
Facebook SDK Connect With Your Ad Tech Partner

Offline Conversions
Offline Data Partner: StitcherAds
Build 1. Provide our team with admin access to your Business Manager account.
2. Connect us with your IT team.
Creative
That’s it.
Testing We put together an offline data spec to easily and securely export and send your in-store data.
We’ll provide this data spec to your IT or Data Management team and discuss with them the
process of passing the data file securely.
Optimization
Our goal is to cleanse and process the data in a way that ensures accurate measurement and
optimal targeting / optimization options. Then, we’ll help set up an automated, secure method
Reporting
of data transfer.
For more information, check out our omnichannel setup guide here.
Parameter Name In-Store Purchase Data Sample
First Name Conor 1ef970831d7963307z
Last Name Ryan 4cd970831d79633077
Email retail@sti... f1904cf1a9d73a55fa
Event Name Purchase Purchase
Product IDs Shoes, Shorts 649441,2939054
Brands adidas, Nike brand:adidas,nike
Value $148.99 148.99
Store IDoffline data spec example

StitcherAds North Austin 34456
18
Setup
Option #3
Product Feed
Facebook Pixel
Facebook SDK Tap a Customer Data Integration Partner

Offline Conversions
Offline Data Partner: Segment
Build Segment is a customer data infrastructure solution that enables businesses to:
• Collect data from any customer-facing interaction (web, mobile, server, and apps);
Creative
• Tie disparate events and interactions to a unified customer profile;
• Sort customers into meaningful audiences and traits;
Testing
• Activate the customer data and audiences in 200+ tools where it can be utilized.
Optimization This leads businesses to better understand their users and use their first-party data to make customer-
first decisions and create personalized customer experiences.
Reporting For example, a customer may discover a business through a Facebook ad, download an app to
browse products, and then purchase in a store a few days later. This example demonstrates multiple
touchpoints making up the customer journey, all of which businesses can capture with Segment.
Segment works with specialized agencies to deliver a turn-key solution for connecting offline data
to Facebook Offline Conversions. A client simply answers a few questions about their POS system,
the type of data generated, and where the data is stored, then Segment and the agency will take it
from there. Specifically, Segment connects to the client’s offline data using one of our server-side
libraries or native POS integrations (ex. Stripe) and sends the data to Offline Conversions via a native
integration for real-time optimization.
For more info contact:
Chase Roberts
Strategic Partnerships Lead
chase@segment.com
19
Setup
Product Feed
Facebook Pixel
Facebook SDK
Offline Conversions
Segment Case Study: Bonobos
Objective: Bonobos wanted to attract people to make in-store
Build appointments at its brick-and-mortar Guideshop locations and
Bonobos
increase offline clothing sales. Sponsored ·
Creative Solution: To entice people to book appointments, Bonobos ran It’s not the perfect fit until you try it on.
a series of Facebook ads in a carousel format. To measure how Visit your closest Guideshop location to find your fit
and style.
Testing many sales resulted from the campaign, Bonobos used Segment
to match anonymous sales data to different groups of customers.
Segment identified whether purchases were made online or during
Optimization
a visit, and then analyzed the in-store sales conversion numbers to
learn how many were a result of people seeing the Facebook ads.
Reporting The Facebook point-of-sale integration with Segment then allowed
Bonobos to optimize its Facebook ads to attract more people to the
Guideshop locations and make in-store purchases.
Results:
3x 2x
Find Your Guideshop Get Persona
Location Style Advice
University Village University Villa
increase in increase in offline

offline purchases purchase ROAS
3x
increase in
2x
increase in website purchase
website purchases ROAS vs. the control group
20
Setup
Option #4
Product Feed
Facebook Pixel
Facebook SDK
Pull the Data From a Digital Receipts Partner
Offline Conversions
Offline Data Partner: yReceipts
yReceipts is a retail tech company, founded in London in 2009, with a unique and highly scalable
Build
digital receipt solution for retailers. yReceipts enables retailers to identify in-store customers
and their item-level purchases. Brands use the solution to stream customer and purchase data
Creative from any physical till/register into their digital data ecosystem. yReceipts connects brick-and-
mortar data to any nominated system, ranging from CRM and ESP systems to Facebook and
Testing Google ad accounts to enable the advertiser’s in-house and external partners measuring offline
conversions, optimising ad spend etc.
Optimization The company is live in 30 countries and captured & streamed ~$15bn of in-store item-level
sales data in 2017. Brands including The Northface, Jimmy Choo, Travelex and more benefit
from yReceipts’ solution globally. yReceipts is EPOS-agnostic and non-invasive. The proprietary
Reporting
technology does not require EPOS integration, new hardware or IT development resources to
help identify in-store shoppers and their item level purchases. The in-store data stream is instant
and seamlessly available in real-time.
For more info contact:
Alexander Kayser
CEO
www.yreceipts.com
getintouch@yreceipts.com
21
Build
Create targeted campaigns that convert customers.
22
Setup You’ve created the foundation to start building
successful omnichannel campaigns. Now it’s time to
Build
start putting everything to work.
Creative In this section, we will cover how to:
• Construct successful product sets for dynamic ad campaigns;

Testing
• Create audiences of visitors, contacts and lookalikes;
• Build a targeting strategy from top to bottom of funnel;
Optimization
• Set up omnichannel campaigns on Facebook and Instagram.
Reporting
23
Product Sets
Setup
Build
Construct successful product sets for dynamic ad
Product Sets
campaigns
Audiences
Targeting Dynamic ads allow you to drive product catalog sales at scale. This ad format will
automatically promote products to shoppers who have expressed interest in them on
Omnichannel Campaigns
your website, mobile app or somewhere else online.
Three Facebook Campaigns
Crucial to Retail
Product sets are a helpful way to group products together and control which items
appear in your ads. You can populate a carousel ad with items from a particular product
set or create cross-selling campaigns using your product sets, among other things.
Creative
When creating a product set, Facebook allows you to filter items based on information
you’ve included in your product feed. Standard filter options include availability, gender,
Testing
condition, brand, category and price.
Recommendations for Product Sets

Optimization
• Use multiple categories (for example, all in stock shoes that are greater than $50)
to filter down your product set even further if needed.
Reporting
• Avoid creating product sets that are too small. Small product sets may have
difficulty getting delivery, especially if they contain products that get very few views.
• Facebook currently does not allow advertisers to edit product sets. So, if you need
to change items, you can duplicate the existing product set and use filters available
to create a new product set with the updates you want to make.
24
Setup Configure product set rules StitcherAds product set builder
Build I want to filter my product feed to show products...
Product Sets
where availability equal to (case sensitive)
Audiences
Targeting in stock
Omnichannel Campaigns Add Sub Filter
Three Facebook Campaigns and or

where gender equal to (case sensitive)
Crucial to Retail
women
Creative Add Sub Filter
where custom label 0 contains

Testing
summer
Optimization Add Sub Filter
Add Filter
Reporting
P RO T IP
Use the custom fields in your product feed to create value-
based product sets
Organizing your product sets by value can help you maximize your return on ad spend.
Create product sets based on your custom fields with the StitcherAds platform.
For example, if you include fields that denote profit margin, best sellers or even
low performers, you can create value-based product sets. This will help you create
campaigns around items that bring the most value to your business or inventory that
you need extra help selling.
25
Audiences
Setup
Build
Create audiences of current contacts, website visitors,
Product Sets
and lookalikes
Audiences
Targeting Once you have your product sets ready, you need to start creating audiences of people to
start showing those items to via ads.

There are five different types of Audiences you can create on Facebook:
Crucial to Retail 1. Contacts: Use your CRM data to target existing customers or prospects.
2. In-store Customers: Retarget people who have recently purchased from your brick-
Creative and-mortar locations.
3. Website Visitors: Retarget people who landed on a specific page on your website,
Testing searched for something, added items to their carts or who made a purchase.
4. Lookalike Audiences: Reach people who have similar attributes to those who have
made purchases in the past.
Optimization
5. Product Audiences: Create dynamic audiences based on a product set.
Reporting
Let’s break each of those down over the next few pages.
26
Setup 1. Contacts
Build If you want to reach people whose contact information you already have, you can create a
Custom Audience to do that. This is a good approach to retarget people who have made
Product Sets
purchases from your business in the past or who have opted-in to receiving information
Audiences from you. Follow these best practices from Facebook to prepare your customer data and
Targeting properly upload the file.
2. In-store Customers
Crucial to Retail
Use your offline purchase data to build custom audiences of people who recently bought
in-store. You can then retarget these audiences with online ads featuring complementary
Creative products. Data on your in-store customers can also help you build lookalike audiences –
allowing you to retarget new audiences of people who are more inclined to buy in-store.
Testing
Optimization
Reporting
Customer buys eReceipt In-store data uploaded

product in-store into Facebook
Facebook matches
transaction to user
Loyalty Program
Customer retargeted
with Facebook ad
27 Point of Sale
Setup 3. Website Visitors
Build Want to reach people that have visited your website and shown intent to purchase? You
Product Sets can create a Custom Audience for that as well. You’ve already completed the first step
Audiences
by setting up the Facebook pixel on your website and/or the Facebook SDK for your app.
Facebook allows you to create different rules to group audiences based on the type of
Targeting
content they view on your site, their time on site, how frequently they visit or the type of
Omnichannel Campaigns device they use to browse your site.
Crucial to Retail These rules are available for every website Custom Audience:
• All website visitors: This rule includes or excludes everyone who visits the website.
Creative It can be modified up to 180 days.
• People who visited specific pages: This rule includes or excludes people who visit
specific pages on your website.
Testing
The available URL rules include:

Optimization
• Contains - This allows you to include URLs that contain a specific word. For
example, if you want to create an audience of people who looked at leather goods,
Reporting you can have your rule made up of people who visited URLs that contain the
word “leather.” This would include URLs like “lamodaaustin.com/shoes/leather”
and “lamodaaustin.com/handbags/leather” but it would not include URLs like
“lamodaaustin.com/shoes/sneakers.”
• Doesn’t Contain - Let’s say you sell three different items on your website – watches,
sunglasses and belts. You can create an audience of people that excludes anyone
who visited a page with the word “belts” in the URL.
• Equals - This rule allows you to target people who visited a specific web page. For
example, you might want to target people who visited the “thank you” page after
completing a purchase. You would include the URL of your thank you page here.
You can also combine different URLs using OR and AND conditions, and include/exclude
people by the amount of time they’ve spent on your website.
28
Setup 4. Lookalike Audiences
Lookalike 10% Target lookalike 10%
Lookalike audiences are Facebook’s Exclude lookalike 5%
Build
solution for reaching new people
Product Sets Lookalike 5% Target lookalike 5%
who are likely to be interested in your
Audiences Exclude lookalike 3%
business because they are similar to
Targeting your existing customers or fans.
Lookalike 3% Target lookalike 3%
Omnichannel Campaigns To create one, you need a source Exclude lookalike 1%
Three Facebook Campaigns audience — either a custom audience

Crucial to Retail created by your customer data, Lookalike 1% Target lookalike 1%
pixel data, mobile app data or an Source audience
automatically excluded
audience comprised of people who
Creative
like your Facebook Page. Facebook
recommends a source audience with Source
Testing between 1,000 and 50,000 people. Audience
Lookalike audiences that are too large
will increase your reach, but will reduce
Optimization
the level of similarity to the source
audience.
Reporting
When creating a Lookalike Audience,
Facebook allows you to choose
between 1-10% of the total population
P RO T IP
in the country you’re targeting – with Create value-based lookalike audiences
the 1% most closely resembling your
Create lookalike audiences based off people who made purchases within the last
source audience. The StitcherAds
30 days, people who visited your site within the last 30 days, people who have made
team recommends testing different
multiple purchases from your website, etc. If there’s any segment you find valuable,
percentages. For example, target the 1%
create custom seeds and generate lookalikes off those people. Several major retailers
by itself and see how it performs. Then,
that work with StitcherAds have found the benefit in creating value-based lookalike
target the 2% – excluding everyone
audiences. By using their most valuable customers as a source audience, they’ve been
who makes up the 1%. Take a look at
able to reach new high-value customers.
how each segment performs and then
adjust your bid and budget accordingly.
29
Setup 5. Product Audiences
Build Product audiences are dynamically generated from events on
P RO T IP
your website or mobile app. With the user intent signals you’re
Product Sets
collecting, you can build audiences of people to retarget with ads Experiment with your audience lookback
Audiences or create a broad audience. Broad audience targeting allows you windows
Targeting to target people who might not have visited your website but have Retailers that have high levels of traffic may be able to
expressed interest in products similar to yours. segment out audiences who added to cart within one
day, but retailers with lower traffic volume should use
Three Facebook Campaigns These are the targeting options Facebook allows: larger windows (7 days or 14 days, for example). Also, try
Crucial to Retail
• Viewed: Promote products from your catalog to people who experimenting with additional audiences. Retargeting people
viewed or added those products to their cart. who fired the “ViewContent” and “AddtoCart” events are
Creative • Added to Cart: Promote products from your catalog to standard for Dynamic Product Ad retargeting. However, if
people who added those products to their cart. your audience size is large enough, try reaching people who
have fired the “Search” or “View Category events. This is a
Testing • Upsell Products: Upsell higher AOV products from
your catalog to people who viewed products from your level up-the-funnel from “ViewContent.” Those who fired the
product set. “InitiateCheckout” event would be good to target as well, as
Optimization this is one level down from the funnel from “AddtoCart.”
• Cross-Sell Products: Cross-sell complementary products
from your catalog to people who viewed products from your
Reporting product set.
• Custom Combination: Promote products from your catalog
to an audience based on how people interacted with your
products. If you choose this option, you can select the
audience interactions taken by selecting inclusions and
exclusions. For example, you could include people who
added products to their cart in the last 45 days and exclude
people who purchased products in the last 45 days.
Recommendations for Building a Product Audience
• Exclude people who have made recent purchases from your

ads so you can focus on customer acquisition.
• Segment your audience by the time since their last action,

so you can set different bids based on their value to your
business. People who visited within the last day or two could
be more valuable than people who visited weeks ago.
30
Setup • There’s no hard and fast rule for audience sizes, but 10,000
is a good starting point.
Build • Your retention windows should at least match the typical
purchase cycle. For example, if consumers typically take an
Product Sets
average of 60 days from discovery to purchase to convert
Audiences on a major household appliance, your retention window
Targeting should not be 30 days.
“

Crucial to Retail
We love how quickly StitcherAds
Creative is able to innovate and adopt new
features. StitcherAds got us into
Testing the alpha test for Facebook’s
broad audiences. Compared
Optimization
to the results we see with
Reporting
retargeting, we were shocked that
prospecting campaigns could
deliver similarly high return.
Joseph Tseng
Associate Marketing Manager
31
Targeting
Setup
Build
Build a targeting strategy from top to bottom of the funnel
Product Sets
Audiences
Targeting
Retail Sales Funnel
Crucial to Retail Customer has not
entered site or store.
Creative Customer visits
site or store.
Customer views
Testing product.
Customer adds
Optimization product to cart.
Customer makes a
Reporting purchase.
Custom,
interest or
Website or Retargeting
behavior-based,
store visitor Retargeting product audience product or
lookalike, or
audiences custom audiences
broad audiences
PROSPECTING RETARGETING CROSS-SELL
UPSELL
32
Setup
Build
Product Sets
Audiences
“
Targeting

Crucial to Retail
1. Top of the Funnel
We’ve experimented with
Reach potential customers via broad audience targeting
various prospecting methods,
Creative At the top of the funnel, you are working to raise brand
awareness. On Facebook, you have several targeting options to but StitcherAds helped us run
Testing help cultivate buzz about your company and products, including a dynamic ads campaign with
lookalike audience targeting, internet-based targeting, and broad
audience targeting.
broad audience targeting. Since
Optimization they’re automated, it was less
As mentioned in the “Audiences” section of this guide, broad
audience targeting allows you to reach people who might not work for our team. And the results
Reporting
have visited your website but who have expressed interest in both performed better than other
products similar to yours. When you start creating a new dynamic
ad, you can let Facebook know that you’d like to define a broad
targeting methods and exceeded
audience and that you want the platform to optimize who sees our goals for the campaign.
your products.
Evan Whipkey
Recommendations for Broad Audience Targeting Integrated Marketing Strategist
• In general, avoid lookalike audiences. You can test this out,
but make sure your audience is still large and that you’re
not excluding website visitors. This will train Facebook to
determine who to show your ads to.
• Keep the audience size over 2 million. When your audience
is over 2 million, you can layer on interest-based targeting.
• Use ad targeting options like location and demographics.
• Exclude people who have purchased from your product set
33 within the last 10 days.
Setup
Build
Product Sets
Case Study: Finish Line
Audiences
49x more sales with automated prospecting Finish Line
Targeting Sponsored ·
The Story: Through StitcherAds’ solution, Finish Line had driven
Omnichannel Campaigns Spring’s here ladies. Get your fit on with these
a higher return on ad spend for a variety of campaign types. And workout must-haves. Up to 75% off this week.
Three Facebook Campaigns while dynamic ads had helped them successfully retarget and $35.00 $30.00 $20.00
$9.99 $14.99 $9.99
Crucial to Retail
cross-sell, they wanted to automate their ad campaigns full-funnel.
Prospecting through Facebook had previously been a challenge,

Creative Shop Now
as static ad formats to lookalike audiences hadn’t provided the ad

relevancy they needed to convert. To provide both expanded reach
Testing and data-fueled relevancy, StitcherAds set Finish Line up with a
campaign testing Facebook’s new broad audience targeting.
Optimization The Goal: Automate prospecting campaigns, increase reach, and Women’s Activ8 Leather Women’s Activ8 Urban Women’s Activ
Metro Terry Scoop Training Tights Halter Tank
lower cost per sale. Online & in store.
Shop Now
Online & in store.
Shop Now
Online & in stor
Reporting
The Results: 671 123 Comments 53 Shares
9.5X
ROAS
49X 3X 83%
more sales greater reach decrease in cost of sale
Attribution: last click
34
Setup
Build
Product Sets
Audiences
Targeting

Crucial to Retail
2. Middle of the Funnel

Creative Re-engage shoppers who have expressed interest in your products.
P RO T IP
You can retarget consumers whose contact information you have in your CRM database
Testing
by building custom audiences. Retarget shoppers
who viewed categories
Optimization
Or, you can take the automated approach with product audiences. Product audiences are of products
dynamically generated from events on your website or mobile app as people interact with
The “Viewed Category” event is
your brand. Make sure you’ve set up the Facebook pixel and used the Facebook SDK to
Reporting not among the standard Pixel
capture the following standard events:
events. The StitcherAds team
• Add to Cart recommends setting this up so
• Add to Wishlist you can retarget users who have
• Search viewed certain categories of
products. When people browse
• View Content
product categories or search
You can then retarget people who conducted those events on your site using dynamic for a products, make sure you’re
product ads. This would be the opportune time to try and upsell customers who added retargeting them on the top 10
items to their carts but didn’t purchase. For example, if someone abandoned their cart results on the page.
with a $100 handbag in it, you should try retargeting them with an ad for a $150 handbag.
35
Setup
Build
Product Sets
Audiences
Targeting

Crucial to Retail
3. Bottom of the Funnel

Creative Cross-sell customers
P RO T IP
Use the data you are sending back to Facebook from your site and mobile app, as well
Testing
as the customer data you’re uploading from in-store conversions, to increase customers’ Test different timing
lifetime value. windows
Optimization If you’re going to retarget
When you use Facebook dynamic ads to cross-sell or upsell, Facebook automatically
someone post-purchase, do you
selects relevant items to show your customers. For example, if people on your website
Reporting want to reach them immediately
usually buy gloves and scarves together, Facebook will learn to cross-sell gloves to people
after they bought the product …
whenever they only buy a scarf.
or do you want to give them a
But, if you’d like to take a more targeted approach, you should focus on creating few days to spend time with it?
complementary product sets against your best-selling products. To do this, create two Test both options out, and use it
product sets that complement one another. Create the first product set and an appropriate to define your strategy moving
audience based off interactions with these products (purchased within the last seven to forward. You might find that
30 days, for example). Then, you create the second product set and promote that group or it will work differently across
products to the original audience. product categories.
36
Setup
Build
Build an omnichannel campaign on Facebook
Product Sets
Audiences
56% 82% 87%

Targeting

Crucial to Retail
Creative
of marketers plan to increase DIGITAL of retail leaders agree omnichannel
of in-store sales are ad spend in 2018. strategy is critical or very important
Testing influenced by DIGITAL to business success.
INTERACTIONS.
Optimization
YET B U T O N LY
Reporting
90% 8%
Despite the rise of ecommerce,
most transactions still take place
in brick-and-mortar stores. As
marketers continue to shift spend
online, their strategies must reflect
consumer behaviors.
Here’s how you can start building

of U.S. retail purchases occur IN-STORE. of retailers believe they have
omnichannel campaigns and “mastered” omnichannel.
reach customers regardless of
where they purchase.
Sources
Nielsen, “The Nielsen CMO Report 2018” · eMarketer, “What’s Improving Online-to-Offline Capabilities?”
37 Deloitte, “Global Powers of Retailing 2018” · Brightpearl, “The State of Omnichannel Retail”
Setup Best Practices for Building Omnichannel Campaigns
Build 1. Build audiences using your offline purchase data
Product Sets
For retargeting, cross-selling and upselling: Build a custom audience from recent in-store
Audiences purchases and retarget them with online ads showcasing relevant items for purchase.
Targeting
For prospecting: Build a lookalike audience using recent in-store purchases to target new
Omnichannel Campaigns audiences, providing options to convert both online and in-store customers.
Crucial to Retail 2. Choose an ad format that makes the most sense for your audience
For new audiences: Try canvas or collection ads. These ad types provide a similar
Creative browsing experiences to a mobile website or app — making them perfect for prospecting
new customers.
Testing
For audiences nearby store locations: Consider carousel product ads with map cards.
This ad format is great for driving foot traffic, providing directions, in-stock items, and
Optimization points of contact for the store. Avoid showing ads with map cards to shoppers who are
located outside a certain radius of a store.
Reporting
For evergreen campaigns: Go with dynamic ads. These ads can convert full-funnel across
your entire product catalog — making them ideal for ongoing campaigns to retarget,
cross-sell, upsell, and prospect.
3. Create ads that encourage preferential shopping
With map cards: Incorporate map cards to show users their closest store location, along with
products available at that specific store. Map cards can only be used in a carousel ad.
With overlays: Use overlays to automatically overlay images with in-store specials.
StitcherAds’ Dynamic Image Templates also allow you to include stock levels, branding or
other product data.
With in-store CTAs: Consider CTA options like “Get Directions” that drive users in-store
for a more immersive experience. Also try calls-to-action in your headline like “See what’s
still in stock at [Nearest Store Location].”
38
Setup
P RO T IP
Build
Leverage in-store data to personalize A Pair El
Sponsored ·
Product Sets retargeting ads Just for you, our favorite bags for summer. Minimal &
functional. Find yours today at the Domain.
Audiences
IF an online shopper abandons their cart and:
Targeting Summer 2018 Collection Summer 2018
• hasn’t converted online as a result of your
retargeting efforts within 24 hours
• is located near one of your physical locations
Crucial to Retail
• the product they abandoned is in stock in
your store
Creative
THEN you should target them with a highly
personalized ad that:
Testing Gate Leather Bucket The Domain Medium GV3 Bucke
Bag - Loewe Shop Now 0.7 mi Bag - Givenchy
• calls out the product in the message copy Online and in-store Open - 9AM - 9PM Online and in-store
and with the fact that they can try it in-store
Optimization
• includes the name of the store in the Like Comment Share
message copy
Reporting • includes an image of the item in the first tile
in a Carousel Ad
• includes the opening times, distance, map
and directions of the nearest store.
39
Setup
Case Study: Global Fashion Retailer

Build
76% increase in store revenue upon using omnichannel creative
Product Sets
The Story: A global fashion retailer that works with StitcherAds
Audiences Sponsored ·
knew their Facebook ads were impacting in-store sales.
Targeting They had enabled Facebook in-store attribution by tapping
Sale: Shop men’s styles at up to 50% off online and
at our London store now.
Omnichannel Campaigns eReceipt partner OneMarket to prepare their in-store data. £280 £260
But, they weren’t leveraging the in-store customer, product, or
£180 £160
Crucial to Retail
store data in any way.
To enable this retailer’s campaigns for all-channel results,

Creative StitcherAds completely rebuilt the brand’s retargeting,
prospecting, and creative strategies. Using their offline data,
StitcherAds built lookalike audiences of in-store and online
Testing
customers. With applied radius targeting, the brand began
running carousel ads that featured map cards — calling
Slim Fit Suit Slim Fit Flex Suite
Optimization out specific store locations, store hours, and employing a Blue Shop Now 0.7 km Grey
Online and in-store Open - 9AM - 9PM Online and in-store
“Get Directions” call-to-action button. This made it clear to
consumers that they had options. They could either buy the
Reporting Like Comment Share
brand’s products immediately online or visit a nearby store to
try on products or make a purchase.
The Goal: Deploy omnichannel creative, increase offline sales,

and lift omnichannel ROAS
The Results:
76% 53% 15x

increase in store lift in omnichannel omnichannel
revenue on a month- ROAS on a month- ROAS
over-month basis over-month basis
See StitcherAds’ custom omnichannel attribution model
40
Setup
Crucial to Retail
Build
Product Sets
Audiences
Targeting
1. Evergreen
When marketers talk evergreen campaigns, typically they’re talking about brand campaigns.
Agencies will create universal brand messaging with top-level assets to create ongoing
Crucial to Retail
campaigns that drive overall awareness.
Creative But when the goal is conversions against product lines, how do you go about creating
something truly evergreen? Luckily, dynamic ads offer a simple solution for evergreen
direct response campaign builds, allowing your core ad content to automatically update
Testing as you do.
Recommendation for building an evergreen campaign:

Optimization
1. Keep your product sets broad.
Reporting 2. Build your core retargeting and prospecting audiences.
3. Use top-level messaging based on brand-level customer personas.
4. Avoid audience overlap with other seasonal campaigns.
2. Seasonal Campaigns
The winter holidays are usually the ramp-up point for most retailers. However, retail
advertisers know that seasonal marketing is a year-round job, with various opportunities
surrounding each and every consumer holiday.
Recommendation for building a seasonal campaign:
1. Pick the holidays that resonate with your audience.

2. Introduce a new offer or product.
3. Amp up product creative with an engaging overlay.
41 4. Adjust your budget and bids for increased competition.
Setup Essential Holidays for Retail
Build
JANUARY FEBRUARY MARCH APRIL MAY JUNE
Product Sets
1 New Year’s Day 2 Groundhog Day 17 St. Patrick’s Day 1 April Fool’s Day 4 Star Wars Day 17 Father’s Day
Audiences
21 Martin Luther King 4 Super Bowl 20 First Day of Spring 1 Easter Sunday 5 Cinco de Mayo 21 First Day of
Targeting
Day Summer
14 Valentine’s Day 26 Mother’s Day (UK) 22 Earth Day 13 Mother’s Day
Three Facebook Campaigns 20 President’s Day 30 Good Friday 28 Memorial Day

Crucial to Retail 29 Lunar New Year
Creative
JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER
Testing 2-15 Wimbledon (UK) Break time! 3 Labor Day 8 Columbus Day 6 Election Day 2-10 Hanukkah
4 Independence Day 23 First Day of Fall 31 Halloween 11 Veterans Day 10 Green Monday
Optimization
22 Thanksgiving 21 First Day of Winter
23 Black Friday 22 Super Saturday

Reporting
Used to a low media season in summer? Focus on mobile. 24 Small Business 25 Christmas Day
Saturday
Mobile engagement on Facebook stays steady all year long, but it’s particularly 26 Boxing Day
strong during the summer season. Make the most of your summer sales by 26 Cyber Monday
31 New Year’s Eve
focusing on mobile placements. Keep your campaigns on-topic by engaging with
26 Single’s Day
top summer conversations:
(China)
• 32% Connecting with family & friends
• 13% Getting outdoors
• 11% Travel
13.9x more engagement on mobile vs. desktop over the summer
42
Setup 3. Co-op Campaigns
Build Co-op or cooperative advertising is a common way retailers collaborate with their core
brands, manufacturers, or distributors to reach target markets. Most often, manufacturers
Product Sets
of a particular brand will pay a portion of the advertising costs to a retailer to promote
Audiences their products in an ad. For example, if a large product manufacturer like Nike, which has
Targeting various retail partners and distribution channels, has a new product release, they might
pay a retail partner to promote the release.
Three Facebook Campaigns Co-op dollars can be huge for a marketing plan, and to keep these valuable budget
Crucial to Retail boosters, retailers need to prove that their co-funded campaigns are effective.
Creative How do I ensure they’ll see the right Who should I be targeting?
products? Retarget online and in-store brand
Testing Filter products in your feed by brand to purchasers, or purchasers of similar
create a single-brand product set. competitive brands.
Optimization Use custom-label filters to restrict Prospect by building lookalikes of

products to new, seasonal, or top- online and in-store brand purchasers
selling. layered with brand-specific interests.
Reporting Build audiences within a specified
Exclude this product set from
other active campaigns for clean radius of a showroom or retail location
measurement. to drive foot traffic.
How do I emphasize partner brands in How do I demonstrate value to our

creative? brand partners?
Automatically create branded images Show attributed revenue, ROAS, and
and video by using dynamic templates CPA across all sales channels.
to add brand elements to product feed
assets. Use custom metrics to report lift in
brand sales per channel, store, and
Highlight any brand-sponsored region.
promotion directly in your ad creative.
Provide product-level insights like
Include local inventory only with volume of sales or revenue per
both online and in-store CTAs to give product.
43 customers purchasing options.
Setup
Good Bakes
Build P RO T IP Sponsored ·
Our summer bake sale is on! Click ‘more’ to see some

Product Sets
Try collection ads how-to’s using awesome products from Le Creuset.
Audiences for your co-op

Targeting
campaigns
Omnichannel Campaigns Collection ads let you
showcase a collection of
products highlighted by a
Crucial to Retail
category-level image or video,
making them perfect for co-
Creative op campaigns. Highlight a
Summer bake sale!
single brand collection, a new
product line, or an ongoing
Testing
promotion. Partner provided More
branded video content? Use

Optimization this asset to encourage users
Like Comment Share
to browse the collection!
Reporting
Loaf Pan Muffin Pan

$30.00 $35.00
Square Baking Sheet Springform Pan

44
Creative
Cut through the noise.
45
Setup Believe it or not, U.S. adults spend 12 hours per day
interacting with media. Across radio, TV, digital
Build
channels and beyond — consumers are facing 3,000
Creative
to 10,000 brand messages each day. We’re truly in a
constant state of content overload.
Testing
It’s more challenging than ever before for marketers to cut through the noise and reach
highly distracted consumers.
Optimization
In this section, we’ll cover:
Reporting • The various ad formats you can use for direct response campaigns;
• General best practices to make your imagery resonate with customers;
• How image overlays can enhance your standard product shots;
• Ways to incorporate UGC into your creative strategy;
• Tips and tricks for outstanding video ads.
46
Ad Formats
Setup
Build
Display your creative across different formats
Creative We’ll walk through various types of ads you can create for direct response, so you can
Ad Formats decide which might be the best for your campaigns.
General Best Practices
Best Practices for Video Ads
Automated Creative
Carousel Ads
User-Generated Content
A Pair El
Carousel ads are the ad format of choice Sponsored ·
Testing for retailers running dynamic product Up your running game with your style and our sale.
Shop online or at our Domain store.
ads. This format allows you to showcase
up to 10 images within a single ad unit
Optimization — increasing the chances of a shopper
seeing something they like.
Reporting
Creatively, you should use carousel ads
to either feature different items within a
product set, or to tell a story about one of
your products.
The recommended resolution for carousel adidas UltraBOOST The Domain Nike Air Zoom Spiridon adidas Ultra
ad images is 1080 x 1080px. Learn more Clima
In-store only
Shop Now 0.5 mi
Open - 9AM - 9PM
‘16 NIC QS
Online and in-store
Shop Now
Online and i
about carousel ads here.
Like Comment Share
47
Setup
Zzz Essentials
Build P RO T IP
Sponsored ·
This is where dreams are made. Soft, fluffy, smooth,
Test the fixed-image happy dreams. Check out our sleep essentials sale.
Creative card options

Ad Formats
If you want to introduce a
General Best Practices message or theme before
presenting your products, you
can add a card with a fixed
Automated Creative
image at the beginning of your
carousel ad. If you do this, try
SALE
a video related to your product
set or a promotional image. Summer sleep essentials on sale Cooling bamboo fiber French flax top French flax
Testing this week. Free dreams included. pillows Shop Now sheet Shop Now sheet
Logo-only static cards often Online + in-store. Online + in-store. Online + in-
perform worse at the start of
Optimization an ad vs. standard product Like Comment Share
images.
Reporting You can also add a card at the
end of your carousel that links
to your brand’s Facebook page.
It’s worth testing both of these
options to see if they drive more
engagement with your ads.
48
Setup Collection Ads
Build Collection ads are a mobile-only ad format for
Facebook & Instagram, allowing you to serve
a collection of products from your catalog,
Creative
highlighted by a category-level image or
Ad Formats video. Upon click, it delivers a fully immersive All hiking gear on
General Best Practices experience, allowing users to browse a full set

of products in ad. This format is the perfect
SALE
blend for creating brand awareness and driving A Pair El
Sponsored ·
Automated Creative product sales.
Let us be your last stop before your next adventure. All
User-Generated Content hiking gear on sale this week.
There are two different layouts you can use to
sell products:
Testing
1. Grid Layout, allows you to share
All hiking gear on
multiple photos, so you can showcase
Optimization more products in one place. This is an SALE
ideal way to introduce a new collection
to your customers.
Reporting Wool Beanie Kid Carrier Pack
$30.00 $180.00
2. Lifestyle Layout, so you can share
photos that show your products On sale this week.
in action. Clients that work with

StitcherAds have used this layout to
More
feature seasonal lifestyle content and
then break out the products featured in
the subsequent cards. Like Comment Share
The minimum resolution requirement for

collection ad images is 600 x 600 px. Learn Hiking Boot Water Bottle
more about the design specifications here. $90.00 $20.00
49
Setup Recommendations for collection ads:
1. Make sure the hero image or video is relevant to the product set selected. Featured
Build products should ideally be shown in the hero creative.
2. Select an audience that make sense for your collection. Consider layering age,
Creative gender, interests, or income-level targeting if relevant.
3. Incorporate at least 8 products in your product set. Only 4 products are required, but
Ad Formats
this will ensure a true browsing experience upon click.
“
Automated Creative
The Facebook Collection ad format is perfect for
Testing our brand. We know videos are an effective way
for us to reach new audiences, and we see great
Optimization traction when we showcase our beautiful products
on visual ad formats. Collection offers both,
Reporting
enabling us to engage in deeper visual storytelling.
That’s why we see higher engagement than any
other format..
Farhan Miah
Head of Acquisitions
50
Setup Canvas Ads
Build Canvas ads are interactive, fullscreen, mobile-only experiences.
This format lends itself well to generating brand awareness with
inspirational content, but that doesn’t mean it can’t be used to
Creative
sell products.
Ad Formats
We have seen retailers move some of their direct-mail budgets
to canvas ads — using this format to create interactive product Denim love.
Best Practices for Video Ads catalogs. How? If your brand sells apparel targeted toward women
Automated Creative
in their 20s, a canvas ad presents the perfect opportunity to show
off a catalog of “festival attire” as the summer season approaches.
Canvas ads can be used with all Facebook ad formats – carousel,
single image, single video, slideshow or collection. Learn more
Testing
about how to set up canvas ads here.
Optimization Canvas Ad Inspo:
1. Highlight an in-store promotion and direct customers to the

nearest store location The perfect fit for your style.
Reporting
2. Let users swipe to create different outfits by splitting full- Find the nearest store
body product shots in two.
3. Tell a story about your company. Show users where or how
your products are made to build brand trust and loyalty.
4. Create a UGC gallery! Show users how happy customers
are using their favorite buys.
5. Give a tutorial. Whether it’s room decoration, makeup
application, or a complicated clothing item—we could all
use a little help sometimes.
51
Setup Single Image Ads
Single image ads can be used across most placements on A Pair El
Build Sponsored
Facebook and Instagram. However, across the board, the
StitcherAds team does not see single-image ads perform as well
Creative
as carousel ads in the retail space.
Ad Formats
When it comes to single-image ads, we do recommend using
them to retarget shoppers who are considering high average-
Best Practices for Video Ads order-value items. Think: jewelry. A single-image ad is a good
Automated Creative way to get people to focus on that more expensive product they
already have their eye on.
The recommended resolution for single image ads is at least 1200

Testing x 628px for the Facebook news feed placement. You can learn
more about design recommendations here.
Optimization
Shop Now
Reporting
59,960 likes
Modern and sleek design with neutral tones to
match any mood.
View all 826 comments
52
Setup Slideshow Ads $70
Build Slideshow ads allow advertisers to create video-like content

without the cost or resources it actually takes to produce a video.
You can use existing images and videos to create the content, and
Creative
run the ad on either Facebook or Instagram.
Ad Formats
Here are four ways we’ve seen retailers using slideshow ads:
1. Showcase products on different models (think: apparel)
or in different environments (e.g. furniture) to show $70
Automated Creative customers how different items might work for them.
User-Generated Content 2. Create a colorful video of your product in every available
color or pattern.
Testing 3. Flip through every angle of a product to provide a complete

view. We’ve seen this work best for accessories or shoes.
4. Using UGC, provide styling recommendations for the
Optimization products you’re promoting.
$70
Reporting
P RO T IP
Replace static images for slideshow
creative in your dynamic ads
$70
Other than the static card, dynamic ads don’t support video,
but they do support slideshow creative. StitcherAds uses
our dynamic creative capabilities to creative engaging
slideshow creative for all your products instantly. Use them
in a dynamic carousel ad to catch attention in a crowded
feed and increase conversions.
53
Setup Instagram Stories A Pair El
Sponsored
Build More than 300 million people use Instagram Stories on a daily
basis, which creates a massive opportunity for retailers to target
new customers.
Creative
Ad Formats
There are a few benefits to this ad format. Stories ads are
interwoven among the organic content that people are already
viewing, so seeing an ad does not disrupt their viewing experience.
Best Practices for Video Ads Also, these ads run on the entire vertical screen — giving marketers
Automated Creative
full use of the mobile phone’s real estate.
User-Generated Content With Instagram Stories, you can share either an image (which will
remain on-screen for 10 seconds, considering the user doesn’t
swipe left) or a 15-second video. You can check out design
Testing
specifications for Instagram Stories videos here and Instagram
Stories images here.
Optimization
Recommendations for Instagram Stories:
Reporting 1. Match language and imagery to your audience.

2. Keep text minimal—reading time is limited.
3. Hook users immediately to avoid a swipe left.
4. Provide a clear call-to-action for a better click-through rate.
5. Shoot on mobile devices for an authentic, unintrusive feel.
For once, production value isn’t everything.
Shop Now
54
Setup Video Ads
If you’re looking to convert shoppers, video ads are a great bet. casa asac
Build Sponsored
Shoppers who view video are 1.81 times more likely to purchase
than non-video viewers.
Creative
Ad Formats
There are several different placements for video across Facebook
and Instagram. For the conversions objective, you want to focus
on the Facebook Feed, Facebook Marketplace, Instagram Stories
Best Practices for Video Ads and Instagram Feed.
Automated Creative Flip to page 57 for video best practices. But, if you want to learn
User-Generated Content more about design specifications, you can do that here.
Testing
Optimization P RO T IP
Create video ads across your product Learn More
Reporting catalog – instantly
Facebook currently does not have a solution to create 40,610 likes
video for dynamic product ads. With StitcherAds, you can Our new Naturals home collection features warm,
add motion to your dynamic ads instantly and at scale. earthy tones and organic... more
With this option, you can take images from your product View all 826 comments
feed, dynamic overlays (like strikethrough pricing) or static
creative elements (like a brand logo) and create engaging
videos. Instantly. Dynamic video gives you a lot of creative
options, with zero bandwidth limitations.
55
Setup
Build
Create ads that drive revenue — not just likes
Creative Take a moment to think about the organic content people are consuming on Facebook and Instagram.
Ad Formats
On Facebook, people are wading through political debates, engagement announcements, baby spam, and so much more. Meanwhile,
General Best Practices Instagram is this channel that houses highly inspirational content — giving rise to consumers’ feelings of aspiration.
Best Practices for Video Ads How can you ensure your content resonates with customers in a way that feels authentic to each platform?
Automated Creative
Here are a few guidelines:
Testing Don’t try to cram too many products in one Facebook has more than 1 billion mobile daily active
photo. Give your consumers something to users. Meantime, Instagram is a mobile-first platform.
focus on. Build your creatives (and product landing pages) with
Optimization the idea that they will be viewed on a mobile device.
Reporting
Don’t use images with too much text Incorporate lifestyle imagery when possible. Retail
in them. Not only will this distract your clients who work with StitcherAds see an increase
SALE audience, but it will decrease your ad in revenue and ROAS when they incorporate lifestyle
SALE delivery. images.
Make sure all of the ads within one Use high-quality images. Nothing will turn a
campaign are cohesive. You want people to shopper away faster than seeing a blurry or grainy
be able to recognize your ad. image. Make sure to follow Facebook’s image and
video specifications. If your product images aren’t
Facebook- or Instagram-ready, the StitcherAds
platform can automatically clean up glaring issues
and manipulate photo sizes to meet requirements.
Test different creatives. Get a good
understanding of what will work best with
A B your audience. (We’ll get into testing later on
in this playbook.)
56
Setup
Build
Elevate direct response campaigns with video
Creative
More than half of advertisers plan on spending more on social media video ads in 2018, according to research from the Interactive Advertising
Ad Formats Bureau. If you’re among them, you need to ensure you’re implementing best practices to make the biggest impact among consumers.
Here are a few guidelines:
Automated Creative
Testing Hook users right away. People are scrolling Build for sound off. Most people browse through
through their feeds quickly – giving you an their feeds with their sound turned off, so make
incredibly short amount of time to grab their sure that they’ll still get a delightful experience
Optimization attention. Make sure to include your brand name without sound. However, don’t ignore sound
or logo in the beginning to boost ad recall and altogether. If users have their sound turned on,
recognition. they’re going to want to hear something stunning.
Reporting
Think mobile first. There’s a significant chance Go vertical (or square). Create your vertical (9:16)
that the person watching your video will be doing or square (1:1) to align with the way the majority
so on a mobile device. Shoot your creative and of people are browsing. Shooting videos in the
create product landing pages with this in mind. landscape orientation (16:9) may result in a poor
user experience.
Keep your videos brief. Facebook recommends Retarget consumers who watched your video.
you keep videos to less than 15 seconds, as Create an audience of people who watched
people drop off significantly after that timeframe. your video. Retarget those users with new ads
Six seconds might be the optimal length. of the products featured in the video.
Facebook COO Sheryl Sandberg revealed in 2017
that 6-second videos result in “higher brand
metrics across the board.”
57
Automated Creative
Setup
Build
Customize product feed images
automatically with dynamic overlays
Creative
Ad Formats If your product feed images don’t fall into the lifestyle content
category, overlays are a great way to enhance the creative.
Overlays can include both dynamic elements (pulled directly from
your feed) or static elements (like a logo) over your Facebook and
Automated Creative Instagram ads.
User-Generated Content These are some of the dynamic elements you can overlay:
• price
Testing
• strikethrough price
• percentage off regular price
Optimization
• product name
• product brand
Reporting
• product left in stock SPRING 35% Duggii’s
• category (best-selling, just in, etc.) SALE OFF Duggii’s
These are some static elements you can overlay: in store only
• logos 35% OFF

• campaign name 35 % Off
• coupon code
• free shipping
ONLINE AND IN STORE
• colors and shapes TODAY ONLY
35% off today
• borders
Shop Now
• category (best-selling, just in, etc.)
58
Setup The StitcherAds platform automates all of
this creative at-scale via Dynamic Image $90
$120
Templates. This feature allows advertisers
Build
to automatically adjust image size, overlay
Creative
additional dynamic elements and test
creative variations for best results. NEW STYLE
Ad Formats
$120 $90
While Facebook’s Overlay options are
General Best Practices limited in regard to colors and fonts,
Best Practices for Video Ads StitcherAds’ Dynamic Image Templates
can create overlays to align with brand
Automated Creative
guidelines.
Comparing DIT vs. standard feed creative:
Testing Nike Air Zoom Spiridon
2x 16%
‘16 NIC QS Shop Now
Optimization Online and in-store
Reporting average average decrease in Standard Facebook overlay

increase cost per purchase
in ROAS Nike Air Zoom Spiridon
‘16 NIC QS Shop Now
For StitcherAds retail clients Online and in-store
Custom StitcherAds Dynamic Image Template (DIT)
59
Setup
Build P RO T IP
Enhance product creative with UGC
Test UGC at different stages of the
Creative Want to supplement your photo library with inspirational creative purchase funnel
Ad Formats that’s proven to drive revenue?
Does user-generated content perform better at different
General Best Practices stages of the purchase funnel? Test it out. If a shopper
Tap your customers to create it for you. Chances are – it will pay off.
hasn’t converted within 30 days of seeing your standard
UGC will add a layer of authenticity to your ad creative. There’s product shots, try showing them an ad featuring UGC.
Automated Creative Use that to inform your strategy moving forward. Another
nothing like seeing real people using and loving your products. As
User-Generated Content an added bonus: There’s a higher chance this imagery will blend great approach is to test UGC in carousel ads. Will your
in nicely with the type of content consumers are already seeing customers respond better to seeing UGC in the first card,
on Facebook and Instagram. Your ads won’t overtly look like ads followed by standard product shots – or vice versa?
Testing
– but more like stunning content created by a friend.
Optimization Here’s how you can get started collecting UGC:
• Add an upload widget to your website, so customers can

Reporting Make it clear that anything you collect may be used for
marketing purposes to avoid legal issues.
• Create a campaign on Instagram. Ask customers to upload

photos of themselves using their products with a specific
hashtag. Make sure you ask consumers before using their
images to avoid legal issues.
Saturday Morning Saturday Morning

Jeans Black Jeans Black
Shop Now Shop Now
Online + in-store. Online + in-store.
60
Setup
UGC Partner: Olapic PICTURES ARE WORTH 1,000 WORDS — AND

Build
EVEN MORE IN ROI
Olapic is an innovator in visual content solutions, offering the Maintaining a user-generated content strategy has
Creative
technology and expertise to help brands create authentic, personalized, become table stakes for a successful marketing
Ad Formats strategy. In fact, according to a survey titled, Consumer
and effective customer experiences along their entire journey. Through
General Best Practices user-generated content — content that is earned from consumers; Trust: Usage & Attitudes Towards User-Generated
influencer-generated content — content that is requested from specific Visual Content, commissioned by Olapic in 2017:
creators; and enhanced branded content — existing image or long-form
Automated Creative
44%
video content that is transformed into short-form videos, Olapic helps
User-Generated Content brands get the right visual content, use it across marketing channels,
and understand its impact on performance and ROI.
Testing With Olapic’s Content Engine, brands can collect and curate images of consumers say they trust UGC
and videos shared by people all over the world, use algorithms and more than any other form of
56%
Optimization human moderation to surface the best content, seamlessly request content.
rights to use the content, tag it to products, and easily activate it
across all consumer touchpoints. Through Olapic’s Creator Platform,
Reporting brands can centralize their influencer relationships and engage with
their brand ambassadors to request specific content without logistical are more likely to click on a
user-generated image than a
headaches. Finally, through Content in Motion, brands can transform
traditional ad.
70%
their existing assets and turn them into dynamic, short-form video
through the use of on-brand templates. The templates, uniquely
designed for each individual brand, are accessible within a self-service
platform for creation of videos in minutes.
of Americans are more likely to buy
For more info contact: a product after seeing it featured in
a relateable user generated image.
Bill Connolly
Director of Content
Consumer Trust: Usage & Attitudes Towards
53%
of Europeans are more likely to buy
User-Generated Visual Content
a product after seeing it featured in
a relateable user generated image.
61
Testing
Determine what works and what doesn’t.
62
Setup Determining what resonates with your audience is
crucial so you can put your advertising dollars to good
Build
use. As you test different elements of your creative
Creative
across audiences, you’ll gain a deeper understanding
of what’s working and what isn’t.
Testing
In this section, we’ll go over how to:
• Gain top-level insights through split testing;

Optimization
• Isolate top-performing ad sets with multivariate testing;
• Prove which variables drive incremental lift;
Reporting
• Implement additional tests for deeper learnings.
63
A/B
Setup
Build
Gain top-level insights through split testing
Creative Split testing will help you determine your higher level strategy. If you don’t know which
type of creative, what bid type to use, who to target or how to structure your campaigns,
Testing run a split test.
A/B Facebook will divide your audience into random, non-overlapping groups to ensure the
test is fair. So, half of your audience will be seeing one thing and the other half will see
Recommended Tests
something else.
Permutations
Each test allows you to compare one of these variables:
Facebook Testing Options
• Target audience
Optimization • Placements
• Delivery optimization
Reporting • Creative
• Product Sets
Let’s walk through each of these.
64
Setup Test Target Audience Test Delivery Optimization Test Creative
Build When you test different audiences, Facebook allows you to test how well your Testing your creative will allow you
you’ll gain an understanding of the ad will perform against different delivery to gauge which images, videos, text,
type of people who are more likely to optimizations. For example, there’s a headlines and calls-to-action will
Creative
engage and make a purchase. chance that your ad might perform better resonate most with your audience.
if you optimize for a different objective. Facebook will allow you to create
Testing For example, you can test:
between two and five different versions
For example, you can test:
A/B • Men, age 18-24 vs. Men, age 25- of your ad.
34 vs. Men, age 35-44 • Optimize for conversions vs.
Recommended Tests For example, you can test:
• People living in New York vs. optimize for link clicks
Permutations People living in Madrid vs. • Optimize for conversions with a • Ad with a video vs. ad with a
Facebook Testing Options People living in Toronto conversion window of 1 day vs. single image
optimize for a conversion window • Ad with one image vs. ad with
A lookalike audience of people who
of 7 days different image vs. ad with
Optimization recently searched for something
on your website vs. people you’ve different image
discovered via broad audience • Ad with one headline vs. ad with
Reporting targeting different headline vs. ad with
different headline
Test Placements Test Product Sets

Test different placement options to Test different product sets to understand
understand how your ads will perform which will perform better in a dynamic ads
across platforms and devices. campaign.
For example, you can test: For example, you can test:
• Automatic placements vs. • Product set with items less than

customized placements $100 vs. product set with items
• Mobile placements vs. desktop more than
placements • Product set with shirts from Brand
A vs. product set with shirts from
Brand B
65
Recommended Tests
Setup
Build P RO T IP
Try these recommended tests for deeper learnings
Use split testing to
Creative There are several tests we often recommend to retailers who work with StitcherAds. Try inform your greater
these out to uncover deeper learnings about your ads and audiences. strategy
Testing 1. Placements: Test segmented placements vs. optimized placements Here are a couple of examples of
A/B how you can use split-testing to
Will your ads perform better if you control your bid and budget by device, or if you let
determine your greater strategy:
Recommended Tests Facebook optimize ad placements for you? It’s worth testing.
Permutations
• A major retailer that works
A client that works with StitcherAds tested this out and found that combined placements with StitcherAds ran a split
Facebook Testing Options performed better than three individual ad sets across desktop, mobile, and Instagram – test to determine the ideal
which had previously not been the case. campaign setup for their
Optimization DPA retargeting. Let’s say a
2. Delivery optimization: Test bidding attribution windows
shopper viewed a product
Split test conversion windows to determine whether you should optimize for 1-day page for a sweater on the
Reporting retailer’s site. The retailer
purchases or 7-day purchases.
then ran a test to determine
3. Target audience: Split your lookalike audience if they should only retarget
that shopper with sweaters
When creating a lookalike audience, Facebook allows you to choose between 1-10% of or retarget them with other
the total population in the country you’re targeting – with the 1% most closely resembling categories of products as well.
your source audience. The StitcherAds team recommends testing different percentages.
• Another retailer that works
Split your lookalike audience and determine whether it’s a better strategy to bid more on with StitcherAds ran a split
the top 1% of your lookalikes vs. the top 10%. Or, you can target the 1% by itself and see test on a broad audience to
how it performs. Then, target the 2% and exclude everyone who makes up the 1%. Take determine whether standard
product images or user-
a look at how each segment performs and then adjust your bid and budget accordingly.
generated content resonated
4. Creative: Test image overlays vs. standard product shots better.
In both cases, the brands took
Do your ads perform better when your logo or your product pricing information is overlaid
the winning segment and used
onto the creative vs. when you show standard product shots on their own? A fashion
that to tailor their strategy moving
retailer that works with StitcherAds found that the use of Dynamic Image Templates in a
forward.
prospecting campaign resulted in a 38% uplift in clicks and a 12% conversion rate.
66
Setup 5. Creative: Test user-generated content vs. standard
product shots Search
Build Some 56% of consumers are more likely to click on a user-generated

image than a traditional ad, according to a study commissioned A Pair El
by Olapic in 2017. If your customers love sharing photos of your
.A. Sponsored ·
Creative
products, consider testing UGC in your creatives. Conduct a split Check out these fresh kicks at The Domain and
get up to 20% off now through Thursday.
test on a broad audience to determine whether they respond
Testing
better to standard product images or if UGC resonates better. Fresh Austin
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6. Creative: Test omnichannel creative $90 $95
Recommended Tests
$75 $80
Does your brand have brick-and-mortar locations? With carousel .A.
Permutations
ads, you can include map cards to indicate where your nearest
Facebook Testing Options stores are located. Conduct split tests to determine if online-
to-offline customers will respond better to map cards shown in
Optimization different positions within the carousel ad.
adidas Originals The Domain adidas Originals
7. Product sets: Promote top-selling items vs. all products EQT Support ADV 0.4 mi Deerupt
Shop Now
Reporting Buy online, pick up in store. Open - 9AM - 9PM Buy online, pick up in stor
Do you typically promote your entire product catalog to a broad
audience? Try something new. The StitcherAds team recommends 475 190 Comments 70 Shares
showing your broad audience product sets of top-selling items or

new arrivals instead to see if that makes them more inclined to buy.
67
Permutations
Setup
1
Build
Isolate top-performing ad sets and ad
creative
Creative
While split testing should be used to inform higher-level strategy,
Testing we recommend running permutations to better optimize your
A/B
Recommended Tests
campaign performance.
Let’s say you have 3 different images and 3 different headlines

2
that you’d like to test across 3 different age ranges (18- to 24-year-
Permutations
olds, 25- to 34-year-olds and 35- to 44-year-olds). That’s a total of
Facebook Testing Options 27 ads.
Optimization
What’s the most effective way to go about it? 3
When it comes to running permutations, surface the insights
10 AD SETS 60 UNIQUE ADS 3 TO P
you already have about your customers. Did you learn via split- PERFORMERS
Reporting
testing that 25- to 34-year-olds are more likely to make a purchase
after engaging with your ads? Create three different ad sets for
the different age groups, each featuring the 9 ad combinations.
Put more budget toward the 25- to 34-year-olds since you know
P RO T IP
they’re the most likely to convert. Then, watch how the ads
perform across the different groups. Use the winners to help you Always test your ad copy
tailor your future creatives. Don’t fall into the trap of trying to test too many variables
against each other. If you’re testing 5 headlines, 5 pieces of
copy and 5 images, you’re going to end up with hundreds of
ads. You might end up in a position where you won’t have
enough data or time to determine a winner. Narrow things
down. But, you should always test your ad copy -- as this is
where our retail clients tend to see the biggest impact. The
StitcherAds platform features a permutation tool that can
help retailers set up these tests and send the combinations
off to Facebook to optimize for the top performers.
68
Facebook Testing Options
Setup
Build
Measure causal impact and user sentiment
Creative Want to gain a deeper understanding of how your ads are impacting your business and resonating with audiences. Facebook offers
conversion lift testing and brand lift testing to help measure these results.
Testing
A/B
Recommended Tests Conversion Lift

Test Control
Permutations
A conversion lift study measures the causal impact of Facebook
Facebook Testing Options on your online and in-store business. Advertisers can then use
RANDOMIZE GROUPS
this information to make more-informed marketing decisions in
Optimization the future.
When you run a conversion lift study, Facebook splits the platform’s
Reporting population into two random groups: people who can see your Facebook Ads No Facebook Ads
ads and those who are held back from seeing your ads. When
your campaign begins, Facebook tracks sales outcomes among DELIVER ADS
the two groups. Then, they calculate the incremental impact by
comparing sales from each segment.
With this information, you can:
• See the true business value Facebook is providing to your

business;
TRACK CONVERSIONS
• Assess how accurately your attribution model is capturing
the value your ads create;
• Test major strategy changes against each other.
Compare difference between
For qualifying campaigns, these studies are available for no groups to determine lift
additional cost. You can reach out directly to your Facebook sales
representative to help you set up a study. ANALYZE LIFT
NOTE: You can do a conversion lift study for in-store results too!
69
Setup Brand Lift
Build Are you looking for insight into how people feel about your ads and if they actually want
to buy from your brand? Brand lift studies use polling to help advertisers understand how
well their brand campaign resonated with people.
Creative
The study takes a campaign’s target audience and splits it into two groups – a test and
a control. The test group includes people who will see your ads, while the control group
Testing
will not. Once the campaign is over, the exposed group and the control group are polled.
A/B Facebook then analyzes the difference in responses between the two groups and presents
Recommended Tests them back to you.
Permutations Sample poll questions might include:
Facebook Testing Options • Do you recall seeing an ad for [brand/product] online or on a mobile device in the
last 2 days?
Optimization • Which of the following comes to mind first when you think of [brand/product]?
• Will you recommend [brand/product] to a friend?
Reporting • Have you heard of [brand/product]?
• Will you buy/consider [brand/product] the next time you shop for [category]?
To set up a brand lift study, you need to get in touch with your Facebook account
representative.
70
Optimization
Perfect your Facebook & Instagram
marketing strategy.
71
Setup While most of the heavy-lifting comes during the initial
setup and campaign build, the way you bid, budget,
Build
and optimize your campaign can make the difference
Creative
between a high performing ad and a total flop.
In this section, you’ll learn:
Testing
• How to craft a bidding strategy to maximize both delivery and results;
• What you need to monitor post-campaign launch;
Optimization
• How to leverage your first-party data for better ad personalization.
Reporting
72
Budget
Setup
Build
How to divide your budget between campaigns
Many advertisers struggle to find the right strategy to get the highest return on their budget.
Creative
There’s a few things to consider when determining how best to distribute your budget.
Testing Let’s start high-level. You’ll first need to determine how to distribute your overall budget
across your goals for the year. These decisions are sometimes pre-determined by
upper management, but you should be aware that some seasons are more competitive,
Optimization meaning you may need a higher budget to get delivery. Typical budget distribution for a
Budget retail advertiser on Facebook looks something like this:
Bidding While there are a few spikes during key promotional periods during the year (page 42),
Pacing most retailers focus spend on the Q4 holiday season.
Post-Launch Management
Data Optimization
Reporting
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
73
Setup Next, determine how to distribute your budget across your purchase funnel. Every advertiser
is different, but your budget breakdown should typically reflect your overall goals.
Build
If you want to gain new customers, try If you want to drive the highest possible
something like this: return, try something like this:
Creative
Testing
Optimization
Budget
Bidding
Pacing
Data Optimization
Reporting
50% Prospecting 30% Prospecting
40% Retargeting 50% Retargeting
10% Cross-selling / Upselling 20% Cross-selling / Upselling
Retargeting is your low-hanging fruit. These users have already shown interest in your
brand and your products, and will be most likely to convert. While net new customers may
be a higher priority, retargeting campaigns will typically drive the highest overall return on
ad spend.
*Low site traffic? Focus more on prospecting until your have a larger pool of daily visitors.
74
Setup If you have a shopping app, you should carve out a percentage of your budget for app
strategy specifically. This percentage should be determined based on the number and
value of current app users.
Build
Finally, you need to determine whether to use a daily or lifetime budget. A daily budget
Creative (our recommendation for most campaigns) is the average amount you’re willing to spend
every day. A lifetime budget is the amount you’re willing to spend over the entire run-time.
Testing
USE A DAILY BUDGET IF: USE A LIFETIME BUDGET IF:

Optimization
Budget • You want more control • You need to use day-parting*
Bidding
Pacing
• You are running a long promotion • You are running short promotion
Data Optimization
• You have a designated campaign • You have limited internal resources
manager
Reporting
• You are running a standard campaign
*In StitcherAds, you can do day-parting for both daily and lifetime budgets. This capability is not
available in Facebook.
Daily budgets provide more overall control, and allow you to make shifts based on trends
in your performance (e.g. shift budget to the weekend if you’re driving higher sales on
weekend days). If you have the resources to do so, managing daily budgets can provide
better overall budget utilization and return vs. a lifetime budget.
In the end, budget management depends on your goals, size of budget, size of audiences,
season, and a variety of other factors. The best strategy is to build a budget that reflects
your unique business model and make adjustments as you continue to learn and scale.
75
Bidding
Setup
Build
How to calculate a bid to win Facebook’s auction
Creative So now that you’ve distributed your budget, how should you bid? Facebook has two types of bid options: automated and manual.
Testing AUTOMATED MANUAL
Lowest cost bid (our recommendation): If Lowest cost with bid cap: If your goal is to maximize profit, optimize for lowest cost and
Optimization your goal is to maximize both profit and specify your max bid. Using lowest cost, you’ll set the max amount you’re willing to spend
delivery, optimize for lowest cost. Using for a conversion, allowing you to maximize profit per conversion. This means, you’ll forego
Budget
lowest cost, Facebook will target the least any conversions you might have received that would have cost more than your max bid.
Bidding expensive results.
Target cost bid: If your goal is to maximize delivery, optimize for target cost. Using target
Pacing *If you aren’t getting the delivery you want with cost, you’ll set the average amount you’d like to spend for a conversion, allowing you to
a lowest cost bid, switch to a manual bid to
Post-Launch Management maximize delivery. This means you’ll pay for conversions that might be higher than your
specify a more competitive bid amount.
Data Optimization
target cost.
Let’s visualize this:

Reporting
If your target cost is $8, you’ll
capture all these conversions with
$15.00 an average cost of $7.17.
If your max cost is $8, you’ll capture

2/3 of these conversions with an
average cost of $4.75.
$10.00
$8.00
$5.00
Cost
Time
76
Setup If you are going to specify a manual bid, you need to give yourself some guidelines. A
good first step is to understand the value in a conversion or click. While you can look at
your average profit per purchase, it’s better to use your average customer lifetime value to
Build
calculate average lifetime profit. Here’s what that calculation looks like:
Creative
CALCULATE TRUE VALUE
Testing
For conversions
Optimization Average – Average Cost – Overhead
Budget
Lifetime of Product
Value in Set
Bidding
Pacing
Post-Launch Management For clicks
( )
Data Optimization Average – Average Cost – Overhead * Average
Lifetime of Product Conversion
Value in Set Rate
Reporting
This number should be your guideline for determining how to bid. However, you may need
to bid much higher to get adequate delivery. Facebook’s auction is competitive and a low
target bid can hinder success. When in doubt, opt for an auto-bid strategy.
77
Setup When building a retargeting campaign, things become a bit more complicated. Not all
visitors are created equal. We recommend setting bids based on level of intent and
recency of action taken. In other words, if a customer added an item to their cart and
Build
abandoned that purchase yesterday, we will bid more aggressively for that purchase than
for another customer who simply viewed a product a week ago.
Creative
Here’s what a sample bidding and budget strategy looks like for retargeting:
Testing
Day 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7 Day 8 Day 9 Day 10 Day 11 Day 12 Day 13 Day 14
Optimization
Budget Search Search Search Search
Bidding
View View View View
Pacing
Cart Cart Cart Cart
Data Optimization
Initiate
Initiate Checkout Initiate Checkout Initiate Checkout
Checkout
Reporting
High intent/immediacy Small reach High bids & budget (maximize reach)
Medium intent/immediacy Medium reach Medium bids & budget (middle ground)
Low intent/immediacy High reach Low bids & budget (drip strategy)
For low intent signals and larger time frames, we’ll bid lower. For high intent signals and
immediate time frames, we’ll bid high.
While the concept can typically be applied for most advertisers, you may need to make
some adjustments to the timing. For example, if you have low traffic, you may need to
build a 7-day audience vs. a 1-day audience. Or you may need to adjust your retargeting
window. Most commonly, retailers use a 30-day window for retargeting. If your products
have a limited run, you may want to use a 7- or 14-day window. If your products are typically
high investment, you may want to use a 60- or 90-day window.
78
Setup Bid Optimization Options
Build When selecting a bid optimization option, take your campaign goal and past sales
volume into account.
Creative IF: THEN:
Testing Your goal is online sales and you are getting more Optimize for conversions
than 15 conversions per week
Optimization
Your goal is online sales and you are getting less Optimize for link clicks
Budget than 15 conversion per week
Bidding
Pacing Your goal is in-store sales Optimize for offline conversions
Data Optimization
*For direct response campaigns, we do not recommend optimizing for impressions, reach, or post
engagement.
If selecting an online conversion event, you’ll be able to select the conversion window and
Reporting
the event type. Conversion windows tell Facebook what kind of conversion data to employ
when determining who to show ads to. Your conversion event type tells Facebook what
type of conversion they should optimize for.
Typically, it’s always best to select Purchase as your event type. However, if your purchase
volume is too low, try optimizing for Add to Cart or View Content.
To determine the best conversion window, look at the ratio of purchases coming
from your current campaigns.
IF: THEN:
1-day / 7-day post-click conversions is ≤ 0.7 Optimize for 7-day post-click

conversions
1-day / 7-day post-click conversions is ≥ 0.7 Optimize for 1-day post click
conversions
79
Setup
Build The Facebook Auction

How does it work?
Creative
Before diving into what you should bid, it’s good to understand how the Facebook auction
Testing actually works. When showing ads, Facebook tries to balance two things:
1. Value for the advertiser

Optimization 2. Positive, relevant experiences for the Facebook user
Budget
So, in a Facebook auction, the highest bid doesn’t necessarily win. The interests of the
Bidding advertiser and consumer are also taken into account.
Pacing
An auction takes place every time there is a Facebook user eligible to see an ad. The
Post-Launch Management participants in this auction are the ads targeted at an audience including that eligible user.
Data Optimization
When that happens, Facebook looks at three things to determine which ad is served:
1. Bid value - If using a manual bid option, this is the target you set for Facebook.
Reporting 2. Estimated action rate - This percentage is the likelihood an individual will take the
targeted action when seeing an ad.
3. Relevance score - A number from 1 (not relevant) to 10 (very relevant) based on
how likely it is for your ad to meet its objective based on creative and audience
selected compared to other ads for the same audience.
With these three things, Facebook can calculate an impression-level bid, based on how
likely a user is to convert after seeing your ad. This allows Facebook to compare your bid
with other advertisers targeting the same audience. Here’s how that calculation looks:
Final Bid = Bid Value * Estimated Action Rate + Ad Relevance
Using this calculation, your final bid goes up when your estimated action rate is higher.
This means you’ll pay more for users most likely to convert, and less for users less likely
to convert.
80
Pacing
Setup
Build
Optimizing delivery for highest ROI
Creative When Facebook talks about pacing, they’re referring to the logic in their tech that
determines how your ad budget is spent over time. We’ll cover this on the next page.
Testing When we talk about pacing, we’re referring to the logic a Campaign Manager might use to
best utilize their ad budget over time.
Optimization
Facebook will do its best to spend your budget, ensure delivery, and optimize against your
Budget goals, but it won’t reallocate budget based on performance and make adjustments to
Bidding ensure you don’t overspend.
Pacing
Post-Launch Management Here’s what you should be monitoring:

Data Optimization
Month-to-date spend and budget Ad set delivery - Unless you’ve selected Ad set performance - Top-performing
Reporting remaining - For most advertisers, both accelerated delivery, Facebook should ad sets should be prioritized. If you have
overspending and underspending are automatically pace your ad sets to two prospecting audiences running—
problematic situations. To ensure you deliver evenly over the campaign runtime. Lookalike 1% and Lookalike 2-5%—and
come in as close to your budget as However, if your ads aren’t delivering, LAL 1% is seeing 3x higher return, shift
possible, keep a close eye on your month- it may be because you are bidding too budget if you haven’t reached your full
to-date and remaining budget. If you’re low, your targeting is too narrow, or your audience to ensure your highest return.
off track, you’ll need to make some creative isn’t relevant. Creating permutations of ad set variables
adjustments. can help you more easily identify top-
performing groups.
Reach opportunity - Your ad set budget Day of week trends - Different businesses Promotions - Promotions should take a
should match your reach opportunity. If have different peak shopping days. larger chunk of your budget than other
it’s a small audience, allocate a smaller Determine which days are most profitable types of campaigns. If your promotion has
budget. For a large audience, you’ll need and reallocate budget to push spend a limited run-time, this is especially true.
a larger budget. during these times. You can use our rules
engine to ensure that you still maintain a
81 constant average daily spend.
Setup How Facebook Handles Pacing
Build There are two types of automatic Facebook pacing: budget pacing and bid pacing.
Budget pacing is based on your ad delivery settings.

Creative
Testing
Optimization
Budget
Bidding Accelerated delivery
Pacing Standard delivery
Post-Launch Management Under-delivery
Data Optimization
Reporting Cost
Time
By selecting accelerated delivery, you specify that you would prefer that your budget isn’t
paced. The full budget will be spent as quickly as possible, in advance of the ad set’s
lifetime. Alternatively, by selecting standard delivery, your full budget will be spent by the
end of the ad set’s lifetime.
Under-delivery occurs when you cannot spend your full budget within an ad set’s lifetime.
This is obviously not a delivery type option, but it may still happen. If you’re not getting the
performance you want, it may be the result of one of these top causes:
1. Your max or target bid is too low.

2. Your targeting is too narrow.
3. Your creative isn’t relevant.
82
Setup Bid pacing means raising or lowering your bid per auction, and deciding which
auctions to skip.
Build Facebook automatically builds pacing into each bid strategy.
Creative Ad set is not entered into auction
Ad set is entered into auction

Testing
When you’re targeting lowest cost,

Optimization Facebook will lower your bid when
Budget Cost appropriate to get the least expensive
results.
Bidding
Pacing
Data Optimization
Time
Reporting
Ad set is not entered into auction
Ad set is entered into auction
When targeting an average cost,

Facebook will enter your ad set into a
Cost selection of auctions based on the likely
cost of that event.
Time
83
Setup
Build
Adjust your campaigns post-launch to prioritize top-
performers
Creative
After you set a campaign live, you’re not done.
Testing
There are three core tasks most advertisers perform after go-live depending on both
performance and opportunity:
Optimization
1. Adjust bids
Budget
2. Adjust budgets
Bidding 3. Rotate creative
Pacing
Performance should be defined by the campaign goal for your main KPI, but ROAS or CPA
are the most common performance indicators. Opportunity is defined by the size of the
Data Optimization audience and percentage of that audience that you’ve reached.
Using the StitcherAds rules engine, you can automate post campaign management to
Reporting ensure the best possible results.
84
Setup 10 Rules to Automate Campaign Management
Build To help get you started, we’ve put together ten high-impact rules to put your campaigns
on cruise control. Rules can be set on an ad, ad set, or campaign level and scheduled to
Creative run daily, hourly, semi-hourly, or on a custom schedule. We recommend applying these
rules at the ad set level for the last 7 days, using the schedule that makes the most
sense for your business.
Testing
1. Get notified if your ad set isn’t delivering.

Optimization
Budget If: Is: Then:
Bidding
Campaign effective status Active Notify me
Pacing +
Ad set delivery info Not delivering
Data Optimization
2. Increase your budget for strong CPA performance, when there’s room to grow and
Reporting nearing current budget.
If: Is: Then:
CPA < (Goal CPA * 1.1) Increase budget 10%

+
Ad set estimated % budget spending > 90%
+
Ad set estimated % audience reaching < 70%
+
Ad set active time > 7 days
85
Setup 3. Increase your bid for strong CPA performance, when there’s room to grow and
available budget.
Build If: Is: Then:
Creative CPA < (Goal CPA * 1.1) Increase budget 10%

+
Ad set estimated % budget spending < 70%
Testing +
Optimization +
Budget
Bidding
Pacing 4. Decrease bid & budget for poor CPA performance, or pause the ad set altogether
and get notified.
Data Optimization If: Is: Then:
CPA > (Goal CPA * 1.5) Decrease budget 25%

Reporting + +
Ad set active time > 7 days Decrease Bid 25%
5. Increase budget for strong ROAS performance, when there’s room to grow and
you’re nearing current budget.
If: Is: Then:
ROAS > (Goal CPA * 0.9) Increase budget 10%

+
Ad set estimated % budget spending > 90%
+
+
86
Setup 6. Increase bid for strong ROAS performance, when there’s room to grow and
available budget.
Build If: Is: Then:
Creative ROAS > (Goal CPA * 0.9) Increase bid 10%

+
Ad set estimated % budget spending < 70%
Testing +
Optimization +
Budget
Bidding
Pacing 7. Decrease bid & budget for poor ROAS performance, or pause the ad set altogether
and get notified.
Data Optimization If: Is: Then:
ROAS < (Goal ROAS * .75) Decrease budget 25%

Reporting + +
Ad set active time > 7 days Decrease Bid 25%
8. Increase bid if reach is lower than estimated, when there’s available budget.
If: Is: Then:
Ad set estimated % budget spending < 70% Increase bid 10%

+
87
Setup 9. Decrease bid if reach is near max estimated, or pause the ad set altogether and
get notified.
Build If: Is: Then:
Creative Ad set estimated % audience reaching > 90% Decrease bid 25%
+
Testing
Optimization 10. Rotate creative if your ad is getting good visibility, but low click-through rates.
Budget
If: Is: Then:
Bidding
Pacing Impressions > 1,000 Pause ad set

+ +
Post-Launch Management CTR < 1% Rotate Creative
Data Optimization
Reporting
88
Data Optimization
Setup
Build
Utilize all-channel data to personalize ads to user
Creative First-party data is one of the most powerful tools an advertiser has in their arsenal for
optimizing their campaigns. First-party data is the information you collect directly from
Testing your audience. You can gather this data from the things your customers do on your
website, on your app, or in your store.
Optimization First-party data can help you do three things:

Budget • Gain audience insights - Using your first-party data, you can learn more about who
Bidding
your customer really is.
• Predict future patterns - Analyzing current customer behavior can help us predict
Pacing
future customer or prospect behavior.
• Personalize your marketing - Personalize ads to an individual user’s behavior
Data Optimization or use collective data to personalize prospecting campaigns based on
demographic trends.
Reporting
89
Setup For Facebook marketing, we typically use first-party data for four types of campaign
optimization:
Build
Audience Optimization Creative Optimization
Creative Target customers with the Utilize omnichannel ad formats
highest online and in-store and dynamic templates to give
lifetime value, or lookalikes. customers online and in-store
Testing options for purchase.
Optimization
Budget
Bidding
Pacing
Data Optimization
Reporting
Location Optimization Product Optimization

Target sales by location and Showcase best-selling products
get local (city, region, zip, or items frequently purchased
etc.) performance insights to together for a user’s specific
inform campaign strategy. region or store location.
Most advertisers are tracking their online and app data, but few have integrated store
data. With 90% of all retail transactions still occurring in-store, store data represents a
large percentage of your customer insights. Without it, any investment into marketing
personalization will have weaker results, as you’ll have incomplete view of your customer.
90
Reporting
Measure the effectiveness
of your campaigns.
91
Setup You’re putting all this time into building, creating, and
optimizing your campaigns. Your ads might look great
Build
and they might be driving clicks … but are they actually
Creative
helping you achieve your business goals?
In this section, we’ll outline how to:
Testing
• Determine the metrics you should be tracking;
• Interpret your results to make better marketing decisions;
Optimization
• Visualize Facebook’s results vs. third-party data;
• Build an omnichannel attribution model.
Reporting
92
Important Metrics
Setup
Build
The KPIs you need to be tracking
Creative Facebook gives you a lot of options when it comes to metrics. There are hundreds of KPIs you can track on the
platform, which can feel daunting.
Testing Some of the standard metrics you should be tracking include: Amount Spent, Checkouts, Clicks, CPM (Cost per
1000 impressions), CPC (Cost per link click), Cost per Website Checkout, CTR, Frequency, Link Clicks.
Optimization On their own, these metrics will give you a good understanding of how your campaigns are performing. But, you
can also leverage them to create your own customized metrics.
Reporting
At StitcherAds, we are big on helping retailers build tailored metrics that matter to their individual
Important Metrics
businesses, including:
Interpreting Results
Facebook vs. Third-Party Data Total ROAS

(Online Revenue + In-Store Revenue + App Revenue) / Spend
Attribution Models
Profit
[(Online Revenue + In-Store Revenue + App Revenue) x Profit Margin] - Spend
Conversion Rate
(Online Purchases + In-Store Purchases + App Purchases) / Clicks
Cart Conversion Rate

(Online Purchases + App Purchases) / (Online Adds to Cart + App Adds to Cart)
% Budget Remaining
(Budget - Spend) / Budget
Cost of Sale
Spend / (Online Revenue + In-Store Revenue + App Revenue)
Average Order Value

Online Revenue / Online Purchases
(Try breaking this out by channel to see what drives your strongest AOV!)
Add to Cart Rate

93 Online Adds to Cart / Clicks
Setup Continuously tracking custom metrics on your own can be a cumbersome process. Raw
data downloads + Excel spreadsheets + calculations can lead to major headaches. Avoid
this if you can. Working with a partner like StitcherAds will calculate your custom metrics
Build
and present them in a dashboard – so instead, you can focus on interpreting the results.
Creative
StitcherAds advanced custom metric builder
New custom metric
Testing
Type:
ACTIONS ROI
Optimization
Build Formula:
( Online Revenue + App Revenue + Offline Revenue ) / Spend

Reporting Valid Formula
Result: 12.53x
Important Metrics
Interpreting Results Name:
Total ROAS
Facebook vs. Third-Party Data
Attribution Models
Cancel Save Custom Metric
94
Setup
Build
Make smarter decisions by knowing what to look for
Creative It’s crucial that you compare your KPIs on a week-over-week and month-over-month basis.
This will allow you to see if anything is out of whack with your campaigns. Here are some
Testing issues you might identify and how to solve for them.
Optimization Problem: Problem:

“My CTR has increased or decreased drastically.” “My conversion rate has dropped.”
Reporting If you notice a trend with increasing or decreasing CTR, this Has your landing page changed? Check that your destination
Important Metrics
can point to an issue with the creative you’re running. Has the URL is working and that the products you are promoting are in
messaging, image, or ad format of your creative changed? Is your stock. Have there been any on-site changes that could impact
audience experiencing ad fatigue? This may be the case if you’ve conversion rate? If you’re seeing the conversion rate decrease
Facebook vs. Third-Party Data been running the same ad targeting the same small audience with from your organic traffic, this may not be a Facebook or Instagram
Attribution Models
a large budget for a long period of time. Try refreshing your creative. problem. It could be reflective of on-site changes instead.
Problem: Problem:
“My average order value has shifted drastically.” “My ad frequency looks high.”
Consider the products you’re promoting in your ads. For example, This can indicate that you’re hitting the majority of your audience.
furniture would lend itself to a higher AOV, but a sale on throw If performance declines as frequency increases, you should
pillows might decrease your AOV. If you’ve been running any consider increasing your target audience size.
promotions, take those into account.
Facebook has found based on their internal analysis that the
optimal frequency is 2-3x per week for prospecting. (This is a
Problem: general guideline and can differ based on the retailer.) In terms
“I’m seeing changes in CPM.” of estimated reach vs. actual reach, the StitcherAds team
recommends saturating your best audiences as much as possible
Changes in CPM can indicate a change in the competitive with the 2-3x frequency/week before expanding.
landscape or changes in overall spend levels. If you increase your
budget by 5x, you should expect to see an increase in your CPMs.
During the holiday season, you should expect CPMs to increase as
the number of advertisers also increases.
95
Setup
Build
Which should you trust?
“
Creative If you’ve ever compared your Facebook advertising data to your Google Analytics data,
you’ve likely noticed some big discrepancies. Many advertisers have lost confidence in
Facebook’s current
Testing Facebook’s reporting accuracy – worrying that it skews toward more positive results. But,
then they look at Google Analytics and the numbers simply look too low to be accurate. reporting provided an
Optimization Which should you trust?
incomplete picture of
performance. With
You should take both into account. The discrepancy in reporting can be caused by a lot of
Reporting factors – like differing conversion attribution windows, the use of referral URLs on third- StitcherAds, we use our
Important Metrics party trackers or issues with pixel implementation. preferred metrics and third
Interpreting Results For that reason, you should do side-by-side comparisons of your Facebook data and third- party tracking to measure
party tracking data.
Facebook vs. Third-Party Data success and make smarter
Attribution Models Here are some of StitcherAds most common third-party integrations: decisions.
Andy Merritt
Online Marketing Manager
(Omniture)
96
Setup Here’s how we do that at StitcherAds:
Build
Attribution window: Custom Attribution time: Impression Date range: Jul 1 2017 - Dec 31 2017
Creative
Brand: A PAIR EL
Overall Statistics
Testing
Showing: Spend In-Store Sales Online Sales Omni Revenue Omni CPA Omni ROAS
Optimization $4M 20K 60x
$3M 15K 45x

Reporting
$2M 10K 30x
Important Metrics
Interpreting Results $1M 5K 15x

Amount Sales ROAS
Attribution Models JULY 1 AUG 1 SEP 1 OCT 1 NOV 1 DEC 1 ($ USD)
SPEND IN-STORE SALES ONLINE SALES OMNICHANNEL REVENUE OMNICHANNEL CPA OMNICHANNEL ROAS
$5,593,000 319,600 213,066 $125,850,000 $10.50 22.5x
Facebook Data Omniture Data Combined Performance Metrics
This type of visualization can help you determine the custom metrics you should be
tracking and provide insight on building a custom attribution model.
97
Attribution Model
Setup
Build
How to build an omnichannel attribution model
Creative Give credit where credit is due.
Your campaign results can vary greatly depending on your attribution model. Attribution
Testing models allow you specify how you’d like to give credit to a particular ad campaign for
actions taken.
Optimization
There are two types of attribution windows:
1. Click-through: A person clicked on your ad and took an action.

Reporting
2. View-through: A person saw your ad, didn’t click, then took an action.
Important Metrics
Interpreting Results For both, you can set a timeframe in which you’d like to provide credit for an action taken.
Facebook vs. Third-Party Data As you tweak your campaigns and reallocate spend across channels, it’s imperative that
Attribution Model you take the full picture into account.
By default, Facebook will show you results based on 1-day view and 28-day click. You can
change the attribution window to show 1-day, 7-day and 28-day view and click attribution.
But, when it comes to measuring omnichannel results, you should probably dig a little
deeper. Every business is different and there’s no one-size-fits-all approach to attribution
models.
The StitcherAds platform supports custom attribution windows to give marketers

unique perspective on their results. Here’s one that Conor Ryan, SVP and Co-Founder of
StitcherAds, developed that might be helpful to your business. It can be used to calculate
Omnichannel ROAS = (Online Revenue + In-Store Revenue) / Ad Spend.
98
Setup Online Revenue
For this portion, use your existing model. Here’s an example:
Build This means you’ll attribute all the revenue from people who clicked the ad and made an
online purchase within 24 hours + half the revenue from people who viewed the ad and
purchased within 24 hours.
Creative
Testing
ONLINE Attribution Model
Optimization
Reporting
50%
Important Metrics 1 DAY CLICK 1 DAY VIEW
Attribution Models In-Store Revenue
Just like the online component, attribute all the revenue from people who clicked the
ad and made an in-store purchase within 24 hours + half the revenue from people who
viewed the ad and purchased within 24 hours.
OFFLINE Attribution Model
50% 50% 20%

1 DAY CLICK 1 DAY VIEW DAY 2-7 CLICK DAY 2-7 VIEW
99
Setup It’s important to remember that not all customers are able to get to a brick-and-mortar
store within 24 hours. To account for that, we’ll attribute 50% of in-store purchases over
the next 2-7 days from people who clicked the ad and 20% of purchases from people who
Build
viewed the ad during that same timeframe. For example, if someone happened to see an
ad on Tuesday for a $100 wallet and went in-store on Friday to buy it, we attribute $20 to
Creative the campaign and $80 to other media.
This attribution model could work well for retailers in certain spaces, e.g. apparel, beauty,
Testing sporting goods and discount stores. Retailers that sell items at higher price points (e.g.
furniture stores or luxury goods) will need to factor in the customer consideration period
Optimization into their offline attribution models. This might present a challenge considering Facebook’s
attribution capabilities. The platform can take in-store data that’s up to 720 days old, but
marketers can only attribute revenue up to 28 days after an impression or click occurred.
Reporting
Important Metrics
Attribution Models P RO T IP
Use custom metrics to build out an attribution model
Again — every business is different, so we recommend testing different attribution
windows and building a model that makes the most sense for your business. Custom
metrics can play a big role in helping you do this.
100
Facebook
Omnichannel
Seamlessly upload in-store data.
Transfer offline data from your back-end EPOS, digital receipts,
Marketing
CRM, and loyalty systems 18x faster than a direct API integration.
Create optimized audience segments.
with StitcherAds Leverage in-store product and profitability data to create optimized
audience segments, allowing you to better position the right
products to the right people.
Build stronger, more impactful creative.

Create millions of custom images or videos instantly. Localize
ACROSS 5 RETAILERS IN Q1 2018 THE creative with best selling products by region — proven to increase
STITCHERADS PLATFORM DELIVERED: omnichannel ROAS by 65% compared to standard creative.
31x 40%
Average Average In-store
Unlock advanced omnichannel reporting.
Access combined offline and online metrics that Facebook native
tools do not support. Analyze success with custom metrics and
Omnichannel Revenue as % of attribution tailored to your business.
ROAS * Online**
*In-Store: 1 Day Click + 50% 1 Day View + 50% Day 2-7 Click + 20% Day 2-7 View
**Online: 1 Day Click + 50% 1 Day View
SOME OF OUR RETAIL CLIENTS:
101
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The Facebook & Instagram

We help retailers create automated,

Email us: retail@stitcherads.com

User-Generated Content: Enhance product creative with UGC 60

Clearly, that is no longer the case.

The Holy Grail of Direct Response Marketing

• Build a compatible product feed to supply your Facebook product catalog;

condition The condition of the item (“New,” “Refurbished” or “Used”) New

FIELD DESCRIPTION EXAMPLE

additional_ Up to 10 additional images provided as comma-separated URLs (2,000 https://i.austinmodamedia.com/

color The color of the item (100 character limit) blue

material The material the product is made from cotton

Testing pattern The pattern of graphic print on a product floral

shipping_weight Shipping weight of the item in either lb, oz, g or kg 8 oz

size Size of the item M

• rofit margin – This information

ERROR MESSAGE DESCRIPTION FIX

Recommendations for Product Feeds

1. No product ID - Pull ID if available (ex. find and

Testing Setting Up The Pixel

Reporting For example, when you upload

Facebook Pixel Option #1 Use the Facebook Offline Conversions API

Facebook SDK Connect With Your Ad Tech Partner

Parameter Name In-Store Purchase Data Sample

First Name Conor 1ef970831d7963307z

Last Name Ryan 4cd970831d79633077

Email retail@sti... f1904cf1a9d73a55fa

Event Name Purchase Purchase

Product IDs Shoes, Shorts 649441,2939054

Brands adidas, Nike brand:adidas,nike

Value $148.99 148.99

Store IDoffline data spec example

Facebook SDK Tap a Customer Data Integration Partner

For more info contact:

increase in increase in offline

For more info contact:

• Construct successful product sets for dynamic ad campaigns;

Recommendations for Product Sets

Build I want to ﬁlter my product feed to show products...

Omnichannel Campaigns Add Sub Filter

Three Facebook Campaigns and or

Creative Add Sub Filter

where custom label 0 contains

Optimization Add Sub Filter

Three Facebook Campaigns

Customer buys eReceipt In-store data uploaded

The available URL rules include:

Three Facebook Campaigns audience — either a custom audience

• Exclude people who have made recent purchases from your

• Segment your audience by the time since their last action,

Three Facebook Campaigns

PROSPECTING RETARGETING CROSS-SELL

Three Facebook Campaigns

Prospecting through Facebook had previously been a challenge,

as static ad formats to lookalike audiences hadn’t provided the ad

Attribution: last click

Three Facebook Campaigns