Generating 546 messenger conversations at approximately $0.49
Compared ad groups on one conversation event and protected the decision from being distorted by cheaper link clicks.
Problem
For an offer that requires discussion before purchase, the useful acquisition event was a conversation with a manager rather than a visit.
Solution
- Aligned ad groups around conversation starts
- Compared cost on one event definition
- Kept qualification, order and margin as downstream business measures
Results
- 546 conversations
- $269.85 spend
- ≈$0.49 per conversation