Automation works best with strong conversion signals and plenty of creative to choose from. The advertiser's job shifts from targeting to inputs: accurate, value-based conversion data, a steady flow of distinct creative concepts, and guardrails based on business metrics rather than platform ROAS.
Related terms
- Conversions API (CAPI)Meta's Conversions API sends conversion events from a website's server directly to Meta, alongside or instead of the browser pixel.
- Creative fatigueCreative fatigue is the decline in an ad's performance as the same audience sees it repeatedly.
Part of the growth marketing glossary by Shiva Sharma.