From the course: Advanced Facebook Advertising

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Choosing the right event in the funnel for optimization

Choosing the right event in the funnel for optimization - Facebook Tutorial

From the course: Advanced Facebook Advertising

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Choosing the right event in the funnel for optimization

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- [Instructor] Choosing the right conversion event in your marketing funnel to optimize for is key. Too near the top of the funnel and you might be attracting unprofitable customers. Too far down the funnel and you might not have enough data to make optimization decisions. How would you make that choice? First thing I recommend is mapping your marketing funnel. Here's an example for a mobile app. From all the people who visit the app store, only some of them will install the app, and then some of those will create an account. Some of the people who created an account will end up completing the registration, and then only some of them will top off their balance if this is a fintech app, and then some of them will make their first transaction or their first purchase. So, going through your marketing funnel and mapping out what are the different stages that people go through, how many drop off, and then how many are…

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