Guide 11 of 13 in Level 4: Run it as an ad

How to set Facebook ad bidding, pixel event and attribution

To set Facebook ad bidding and tracking with Blackbox (blackbox.plus), click + in the Inbox, choose New Campaign and pick a goal such as Sell on the website. Under Who should see it, with Meta Ads on, open the Meta only · Bidding and tracking block. Under Optimise for, keep Purchases or pick an earlier step such as Adds to cart, and pick the pixel that counts it. Under Bid strategy, keep Lowest cost, or pick Cost cap for an average cost per result, Bid cap for the most Meta may bid, or Minimum return for a ROAS floor on purchases. Switch on Let Meta split the budget to have Meta move money between the ad sets each day. Choose how long after a click or view a result counts, and switch on Use my own URL parameters to replace our UTM tags. Review blocks any combination Meta would refuse, such as a cost cap without an amount. Then draft it; nothing spends until you start it.

You'll need
Time
About 5 minutes 9 steps Updated
You'll end with
A Meta campaign bidding the way you chose, counted by the right pixel event, drafted
Do it in Blackbox Open the Inbox, after you sign in
Example
Meta told what to optimise for and how to bid, then drafted

How to set Facebook ad bidding, pixel event and attribution in Blackbox

  1. Step 1:Open New Campaign

    In the Inbox, click the + button, then New Campaign.

    You'll see: What is this campaign for?, with goals to start from under it.

    Open this in Blackbox

  2. Step 2:Pick a goal

    Under Or skip the plans, click Sell on the website, check Meta Ads is on, then click Continue.

    You'll see: Who should see it, with a Meta only · Bidding and tracking block under the audience.

  3. Step 3:Choose what Meta optimises for

    Under Optimise for, keep Purchases, or pick an earlier step such as Adds to cart.

    You'll see: Your pick highlighted, with the pixel event it optimises for under it.

  4. Step 4:Pick the pixel

    Under Pixel that counts it, keep The account’s setting, or pick one of the account’s pixels.

    You'll see: The pixel’s name in the list.

  5. Step 5:Choose how Meta bids

    Under Bid strategy, keep Lowest cost, or pick Cost cap and check the Average cost per purchase.

    You'll see: The amount, filled from your target cost per result when you set one.

  6. Step 6:Let Meta split the budget

    Switch on Let Meta split the budget if Meta should move money between the ad sets.

    You'll see: A line saying Meta moves Meta’s share between the ad sets each day.

  7. Step 7:Choose when a result counts

    Under Count a result within, keep 7-day click or 1-day view, or pick a shorter window.

    You'll see: The window in the list.

  8. Step 8:Set the URL parameters

    To use your own tags, switch on Use my own URL parameters and edit them.

    You'll see: The parameters in the box, starting from ours.

  9. Step 9:Run the checks

    Click through to Review, and read the Bidding row.

    You'll see: What Meta will do, in one line, or a Block saying what to fix.

Good to know

  • Every choice starts at Meta’s default, so the block can be left alone. Change it when you know what a result is worth to you.
  • Optimise for is the event Meta looks for when it picks who sees the ads. With few sales a week, an earlier step such as Adds to cart gives Meta more to learn from. Get website visits always optimises for link clicks, Get video views for ThruPlays, and Meta’s lead form for leads.
  • The pixel defaults to the one saved for the ad account in Settings → Ad accounts. Leads sent to your website need a pixel: Review blocks the campaign without one.
  • Cost cap aims at an average cost per result; Meta may spend less of the budget when the cap is low. Bid cap is the most Meta bids in any auction. Minimum return (ROAS) is for purchases on Sell on the website and Win back, and needs purchase values on the pixel.
  • A cost cap or a minimum return needs a run of at least 3 days; Review says so.
  • Let Meta split the budget is Meta’s Advantage+ campaign budget: the Meta share goes on the campaign and Meta moves it between the ad sets. Off, each ad set keeps the share Blackbox gives it on the Budget step.
  • The attribution window applies to pixel results only. For other results Meta counts 1 day after a click.
  • Off, Blackbox adds utm_source=meta, utm_medium=paid_social and the campaign’s name to every link. Your own parameters replace them on Meta’s ads, and Meta’s own tags such as {{campaign.name}} work in them.

Official docs

If something doesn't work

Minimum return isn’t in the bid strategies

It’s for purchases only. Pick Sell on the website or Win back, and Purchases under Optimise for.

Review says a cost cap needs an amount

Type the average cost per result you aim for, or set a target cost on the Budget step and it fills in.

Review says Meta counts leads with a pixel

Leads sent to your website are counted by a pixel event. Pick the pixel under Pixel that counts it, or use Meta’s lead form instead.

The pixel list is empty

The ad account has no pixel. Make one in Meta Events Manager and put it on your website, then open New Campaign again.

Count a result within isn’t shown

What Meta optimises for isn’t a pixel event, such as link clicks or landing page views. Meta counts those 1 day after a click.

Stuck at any step? Send us a message and we'll do it with you on a call. All of Level 4: Run it as an ad