What is Post-Conversion Optimization? – Jon Loomer Digital

A member mentioned Post-Conversion Optimization during a strategy session, and it’s super interesting. I found details within Meta’s documentation for different types of optimization.

Here are the highlights…

How PCO Works

Here’s what Meta says about Post-Conversion Optimization:

For advertisers that have a longer conversion cycle of up to 28 days and/or a unique conversion goal that they can not optimize for with other optimization products.

One benefit is that the default attribution setting is 28-day click and 1-day view. While this is still available for reporting, it went away for optimization with iOS 14 changes.

And here’s the big one…

“Number of events for optimization: 2”

From Meta:

The first event needs to happen within a 7 day period. Then, we also require a second event that happens within the first 37 days after the initial impression.

An Example

Here’s how it might work. You would optimize for two events:

1. The initial lead
2. The eventual purchase or other conversion

That second event happens beyond seven days after clicking your ad, so normally you can’t optimize for it. This could help significantly with getting Meta to optimize for higher quality leads.

This is similar to Conversion Leads, which was created for lead ads (instant forms). Hopefully the set-up process for PCO is much simpler than that for Conversion Leads, which can take three months and is a major headache.

I assume that Post-Conversion Optimization available by request or only for the biggest agencies.

I’d love to get access to this. What do you know?