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Increase Your Conversions By 4X In The ASC+ Campaign Using First Party Data



first party data

“Ad spend keeps increasing but I see no results. Especially very less conversions, high cost per purchase (CPP), and so on”, sobs Peter, a marketer who is running Meta’s latest Advantage+ Shopping Campaigns (ASC+).

Like every marketer, Peter also wants to maximize his marketing performance. He focussed on one important metric, the conversion rate.

He was successful in increasing his conversions by 4X times! 

How did he improve his conversion rate?  

What features of Advantage+ Shopping Campaigns did he leverage to get the impeccable result of 4X higher conversion? 

Read on to know…

Using First Party Data To Increase conversions in Advantage+ Shopping Campaigns

Meta’s advantage+ shopping campaigns are data-driven machine learning algorithms that give the results based on what you train them with. 

When you give first-party data to Meta, it will be beneficial to you.

Wondering why first-party data? The logic is simple – “People who already interacted with your brand are the high-intent audience and are most likely to convert, compared to others.” 

First-party data also provides relevant audience signals to Facebook to understand who is the right audience. It drives the algorithms to expand its audience net in finding relevant target audiences. 

Train Meta’s ASC with First-party Data

Swiftly sync all your stored first-party audience data with Meta with just a click from CustomerLabs CDP. Do not forget to enable the “Activate UTM parameters for custom audience types for Advantage+ shopping campaigns.” 

Screenshot of CustomerLabs CDP App that shows Facebook direct integration for Conversions API along with audience type URL parameter of Advantage+ Shopping Campaign and the Send data via server side button toggle on.

Doing this sends Meta two signals –

1. All your first-party data audience segments will be synced to Meta as a custom audience; 

Meta Ads Advantage+ Shopping Campaigns setup audience selection stage screenshot.

Meta’s algorithms will learn from the audience signals of this first-party data and train itself on these data signals to find new prospects. 

2. Your UTM parameters at the ad account level for the ASC are set as – ‘new_audience’ for new customer value, and ‘first_party_audience’ for existing custom audiences who have interacted with your brand.

Advantage+ Shopping Campaign Ad account level settings for audience URL parameters

Having these UTM parameters will help in reporting and attributing the purchases correctly to new and existing first-party audiences separately. 

Campaign Level Settings for Improving Conversions in ASC

Once the audience is synced, start setting up the ASC campaign.

At the budget & schedule stage, cap the existing customer budget at 20%. This means 20% of your ad budget is spent on the middle of the funnel audience (first-party audience). 

The next steps are similar to the standard campaign setup.

Use attractive ad creatives, compelling ad copies, and relevant landing pages in the subsequent stages. 

Note: There’s no Ad and Ad set level for ASC. There are only two levels – campaign level and one level after that to add the ad creatives, landing page URL, etc. 

Improved Conversion Rate – The Result Of Using First-Party Data In Advantage+ Shopping Campaigns

Using first-party data in the Meta’s A+SC resulted in the below results:

Screenshot that shows results of ASC Campaign First Party Audience Data

First-party data improved the conversion rate and boosted the top-of-the-funnel (ToFu) campaign as well. It helped new customers convert at a very low cost. 

Advantage+ shopping campaigns drove 12% lower cost per purchase conversion compared to advertisers’ Business as Usual (BAU) ads”, says Meta

First-party data acts like a nitro booster that optimizes the campaign by giving a ROAS of 4 for Tofu and around 11.5 for MoFu audience. 

The results also show that the conversion rate is 4X times higher for first-party audiences (MoFu) than the new customers (ToFu)!

Start syncing first-party data now with Meta and use recommended strategies to maximize your performance. 

CTA with the text Train your Meta's Advantage+ Shopping Campaigns with First Party Data - Start your free 14 day trial

Frequently Asked Questions (FAQs)

When you increase conversion rate, you will ideally reduce your cost per purchase because, conversion rate = total customer converted / total audience the ad reached to. So, if your ad reaches 100 people and all the 100 are converted, you have a 100% conversion rate. Therefore, not a single penny of yours is wasted.
It is always better to have a higher conversion rate as it is profitable to have as many people who saw your ad get converted.
There are numerous factors that affect your conversion rate - ad creative, ad messaging, landing page, audience, CTA, ad budget, targeting, etc. You must identify which factor is affecting your conversions and work on them to increase your conversion rate.
No. Not necessarily. If your reach is same and the ad budget is the same, and there are more conversions than earlier, it means the conversion rate also is increasing. However, if you increase your ad spend, and your ad is reached to more audience, then even if your conversions increase, the conversion rate might not increase proportionally.
Providing seamless experience to your customers including a quick and easy checkout will help you increase your conversion rate of your shopify store.
No. Conversion rate for the ad means out of total clicks, how many conversions happen. Conversion rate for the website means, out of the total website visitors, how many visitors get converted.

Marketing enthusiast who enjoys writing articles on a wide range of topics including Marketing, SaaS, Technology, Construction, Life lessons, Public Policy Nature, and Sustainability. Good at Public Policy analysis with a deeper understanding of societal issues and potential solutions. Also loves to volunteer & contribute to society in every possible way.

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