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(Free) META (Facebook & Instagram) Advertising Cheat Sheet

Struggling to get results on Facebook and Instagram ads? This guide is a quick reference cheat sheet to identify hidden issues.


In 2023 it has never been harder to get a profitable advertising campaign to consistently perform. The number 1 catalyst for great results is content (copy and video/imagery, followed by audience, and finally structure. Don’t be fooled by commentary in the market that Facebook ads are dead. They are certainly challenging but many campaigns we run in our agency are running at 4-10+ times return on ad spend, even at lower spends.

We audit accounts regularly and see the same mistakes. Pixels incorrectly structured, missing conversion API data, frequencies too high, creatives switched off because they were in the wrong audience but could still be profitable (and vice versa).

This cheat sheet has been developed to cross off the basics and get your ads working profitably.

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