The Bach.ai Blog
Meta Ads playbooks for e-commerce operators.
Hard-won tactics on ROAS, wasted spend, creative fatigue, audience overlap and the agentic workflows behind Bach.ai — written for founders and performance teams.
- Measurement
Measurement
Events Manager Warnings? 9 Diagnostics Explained
Events Manager's Diagnostics tab flags problems with your pixel and server events, red for critical and yellow for warnings. Meta documents nine pixel messages about currency, value, event names, duplicate events and email format, each with a fix, plus a new-domain alert.
7 min read
- Measurement
Measurement
Pixel Tracks PageView but Not Purchase? 6 Fixes
PageView fires on its own once the Meta pixel base code is installed; Purchase only fires where it has been set up on the confirmation page or by your store's integration. Check for a missing or misspelled event, a thank-you page the pixel never loads on, and an off-site checkout first.
8 min read
- Measurement
Measurement
Meta Purchase Events Missing Value? 5 Fixes (2026)
A Purchase event shows no conversion value when it reaches Meta without a usable value or currency. The five causes are a missing value, the default 0.00 left in place, a badly formatted number, a missing or invalid currency code, and a pixel and server event that disagree.
7 min read
- Measurement
Measurement
Meta Says Your Pixel Sends Restricted Data? Fix It
Meta shows this warning when its systems detect information in your events that may break its Business Tools Terms, such as health or financial details in a URL, a UTM parameter, a custom parameter or a custom event name. It removes that data, and repeat notices can put your pixel into core setup for at least 90 days.
8 min read
- Account Operations
Account Operations
Can You Move an Ad Account to Another Business?
Usually not. An ad account sits in one business portfolio, and one created there can't be transferred out. What Meta allows is sharing: the owning portfolio gives your portfolio partner access, up to full control, while ownership stays put.
6 min read
- Measurement
Measurement
Northbeam vs Triple Whale 2026, Priced and Compared
Triple Whale suits a Shopify brand that wants a free start and multi-touch attribution at a published $219 a month. Northbeam suits a brand with larger multi-channel spend that wants view-through attribution, Apex and optional MMM, from $1,500 after a demo.
6 min read
- Compliance Playbooks
Compliance Playbooks
Product Ad Flagged as a Social Issue Ad? How to Fix
Meta flags a product ad as a social issue ad when its copy discusses, debates or advocates on a listed topic such as the environment or health. Show the product, make selling it the clear purpose and add a call to action to buy, then request a review in Ads Manager.
7 min read
- Account Operations
Account Operations
Shopify Products Not Syncing to Meta? 7 Fixes
Most Shopify products that never reach Meta are excluded from the Facebook and Instagram sales channel, fail one of Shopify's channel requirements, or are archived. Others sync but are rejected by Meta's review or blocked by a changed sync setting in Commerce Manager.
7 min read
- Meta Ads Strategy
Meta Ads Strategy
Should You Follow Meta's Opportunity Score? (2026)
Apply an opportunity score recommendation only when it fixes an error or fits your goals, margins and tracking. Meta says the 0 to 100 score counts how many of its recommendations you have applied, not how well your ads perform, and dismissing one leaves the score unchanged.
8 min read
- Meta Ads Strategy
Meta Ads Strategy
Should You Run Ads on Threads in 2026?
For most stores, leave the Threads placement on and judge it by cost per purchase in the placement breakdown, rather than building separate Threads campaigns. Meta opened Threads ads to all eligible advertisers on 24 April 2025, and the Threads feed is on by default in new campaigns.
7 min read
- Meta Ads Strategy
Meta Ads Strategy
Should You Turn Off Audience Network? (2026)
Not by default. Meta's 2025 test found Advantage+ placements, which include Audience Network, cut cost per action by 11.7% on average. Exclude Audience Network when your own placement data or brand-safety rules give you a reason, and try blocking specific apps first.
7 min read
- Meta Ads Strategy
Meta Ads Strategy
What Are Meta Value Rules and When to Use Them?
Value rules tell Meta that a conversion from one age, gender, location, device, placement or labelled audience is worth more or less to you, from +1000% down to -90%. Use them only when your own sales data shows that difference, because Meta warns your overall cost per result may rise.
8 min read
- Meta Ads Strategy
Meta Ads Strategy
What Is a Good CPM for Facebook Ads in 2026?
There is no single good CPM for Facebook ads. A good CPM is one below your break-even, which is your target cost per purchase times link click-through rate times conversion rate times 1,000, and one that holds steady against your own history for the same weeks.
6 min read
- Measurement
Measurement
What Is a Good CTR for Facebook Ads? (2026)
LocaliQ's 2026 benchmarks put the average Facebook CTR at 1.93% for traffic campaigns and 2.70% for lead campaigns. Use that as context, then call a CTR good when it beats your own 8 to 12 week median and cost per purchase holds.
6 min read
- Account Operations
Account Operations
What Is a Meta Business Portfolio? (2026)
A business portfolio is the container in Meta Business Suite that holds a business's Pages, Instagram and Threads accounts, ad accounts, catalogues and pixels, and controls who can work on them. It is what Business Manager became. Each asset sits in one portfolio, and one person can create up to two.
7 min read
- Meta Ads Strategy
Meta Ads Strategy
What Is Meta's Flexible Ad Format? (2026)
Flexible is an ad format in Meta Ads Manager that takes up to 10 images and videos and lets Meta's delivery system choose whether each person sees a single image, a video or a carousel. Meta recommends it in place of dynamic creative for sales and app promotion ad sets.
7 min read
- Measurement
Measurement
What Is Meta Incremental Attribution? (2026)
Incremental attribution is an ad set attribution model in Meta Ads Manager that optimises for, and reports, only the conversions Meta's models predict an ad caused. Standard attribution counts every conversion inside a click or view window, so incremental results run lower by design.
6 min read
- Measurement
Measurement
What UTM Parameters Should Facebook Ads Use? (2026)
Use five UTM parameters on every Facebook ad: a fixed lowercase source and medium, then Meta's dynamic parameters for campaign name, campaign ID and ad ID. Add them in the URL parameters field at the ad level before you publish, because Meta freezes name values at first publish and an edit later can restart learning.
6 min read
- Meta Ads Strategy
Meta Ads Strategy
Which Columns to Use in Facebook Ads Manager (2026)
Start from Meta's Sales column preset, then add purchases, purchase conversion value, landing page views, two funnel rates, frequency and CPM, and save the set as your own preset. Ratios Meta does not ship can be built as custom metrics in the same menu.
8 min read
- Meta Ads Strategy
Meta Ads Strategy
Which Facebook Ad Objective Should a Store Use?
An online store should choose the Sales objective whenever its pixel or Conversions API reports purchases, because it is the only objective that asks Meta to find buyers. Traffic and Engagement buy clicks and reactions; Awareness suits a launch.
7 min read
- Meta Ads Strategy
Meta Ads Strategy
Which Meta Custom Audiences Should You Build First?
Build five custom audiences first: all website visitors, product viewers and cart adders, a customer list of buyers, Instagram engagers and video viewers. Meta's Ads Manager help says website audiences start filling only from the day you create them, so build them before you need them.
7 min read
- Measurement
Measurement
Which Shopify Data Sharing Level Should You Use?
Choose Enhanced or Maximum, which is what Meta recommends. Standard runs only the browser pixel, which an ad blocker can stop. Enhanced and Maximum add the Conversions API for the purchase event and share customer details such as email and phone for matching.
6 min read
- Meta Ads Strategy
Meta Ads Strategy
Why Aren't My Ads Showing on Instagram? 6 Checks
Check the platform breakdown first: if Instagram shows a few impressions, Advantage+ placements is choosing Facebook on performance. If it shows none, check the setup choices that can exclude Instagram: unticked placements, the conversion location, the ad's identity, the Instagram account's status and creative that does not fit.
7 min read
- Account Operations
Account Operations
Why Can't I Boost My Instagram Post? 7 Fixes
Instagram only lets professional accounts boost, and many reels are ineligible because of licensed music, effects, stickers or product tags. The rest of the failures trace to the connected ad account, a policy or billing restriction, or the iOS app, and each has its own fix.
7 min read