How we launch an offer on Facebook

Continuing our discussion of new offers. Here is a closer look at launching on Facebook: what we check before going live and how we evaluate the test results.

01 /Check event tracking

Before launch, we check that registrations and FTDs (first-time deposits) are being recorded and that there are no duplicates. We reconcile them with the product’s data. Otherwise, we could spend money on a working funnel and misjudge its performance.

02 /Examine every conversion step

• Clicks but few registrations — we check the creative’s promise and the landing page.
• Registrations but few FTDs — we review the path to deposit with local testers.

We confirm the cause with a separate check.

03 /Evaluate profitability

We evaluate profitability using actual spend and confirmed results. We account for the advertiser’s terms and conversion delays. With a small sample, any conclusion remains preliminary.

04 /Define the next step

We take this analysis directly to the product team: show the problem and suggest improvements. That gives the test a next step that can be evaluated using data.