Set up your Meta account for campaigns
Set up these items once, before your first Meta campaign. Then the campaign wizard can write your ads, make their images and launch without stopping.
| Item | Where you set it up | Why Hero Marketer needs it |
|---|---|---|
| A Facebook Page on your ad account | Meta Business Settings | Each ad runs from a Facebook Page. |
| A payment method | Ads Manager, Billing | Meta shows no ads from an ad account without a payment method. |
| A Meta pixel on your website | Events Manager | The pixel counts the leads or the sales that a campaign optimizes for. |
| Standard events on your website | Events Manager, or your website's code | Hero Marketer picks the result to count from the events that your pixel sends. |
| Meta's custom audience terms | Meta's terms page for your ad account | Retargeting, and leaving out people who already converted, need them. |
| A payor and a beneficiary, for ads in the EU | Ads Manager, ad account settings | Meta needs them for every ad that shows in the EU. |
| Page permissions for Hero Marketer | Hero Marketer, Settings > Ad accounts | Hero Marketer runs ads from your Page. |
| Your website and logo | Hero Marketer, Create images | Your Meta ads come with their images. |
Add a Facebook Page to your ad account
Each Meta ad runs from a Facebook Page. If the campaign wizard shows This ad account has no Facebook Page to run ads from, add a Page to the ad account in Meta Business Settings. Then reconnect Meta Ads in Hero Marketer and give access to the Page when Meta asks.
The wizard lists the Pages that you gave Hero Marketer access to when you connected, and the Pages that your ad account already ran ads from.
Add a payment method
Meta does not show ads from an ad account without a payment method. Add one in Ads Manager, under Billing. Hero Marketer does not see or change your payment method.
Instagram: your Instagram account, or your Page
Meta shows your ads on Instagram as well as on Facebook. On Instagram, each ad needs an Instagram identity:
- If an Instagram account is linked to your Facebook Page, your ads run as that Instagram account.
- If no Instagram account is linked to your Page, your ads run on Instagram with your Page's name and picture. Meta calls this "Use Facebook Page". When your Page does not have this identity yet, Hero Marketer makes it once, at your first launch.
To run your ads as your own Instagram account, link the account to your Page in Meta Business Settings before you launch.
Create a Meta pixel and install it on your website
Meta Leads and Sales campaigns count results with a Meta pixel. Without a pixel, the campaign wizard cannot launch.
- In Meta Events Manager, create a pixel for your website. Meta also calls the pixel a dataset.
- Install the pixel's code on your website, or connect the pixel through a partner integration that your website builder offers.
- Install the pixel on the site that your ads send people to. Hero Marketer checks that the pixel fired on the landing page's site in the last 7 days, and tells you when it did not.
Send an event for each result
Your pixel must send a standard event when a person does what the campaign counts. Hero Marketer counts these events:
| Campaign type | Standard events, closest to revenue first |
|---|---|
| Leads | Start trial, Complete registration, Schedule, Lead, Submit application, Contact |
| Sales | Purchase, Subscribe |
Hero Marketer reads the events that your pixel sent in the last 7 days. It picks the event closest to revenue that fired 10 or more times. If no event fired 10 times, it picks the event that fired most. You can pick another event in the wizard.
Send each event on the page or step where the result happens, for example Complete registration when the sign-up form succeeds, or Schedule when a demo is booked. Hero Marketer does not install the pixel or its events.
Accept Meta's custom audience terms
Meta's custom audience terms let Hero Marketer make audiences from your pixel. Two features need them:
- Retargeting. The ads show only to people who visited your site.
- Leaving out people who already converted. Without the terms, a campaign for new people launches, but people who already did what the campaign counts can still see the ads.
A person with access to the ad account must accept the terms. Hero Marketer cannot accept them for you. Open https://www.facebook.com/customaudiences/app/tos/?act= followed by your ad account ID, then accept. The campaign wizard also shows the link when the terms are missing.
Ads in the EU: set a payor and a beneficiary
For ads that show in the EU, Meta needs the party that pays for the ads and the party that the ads benefit. In Ads Manager, set both as defaults for your ad account. Without them, the launch stops with Meta needs a payor and a beneficiary for ads shown in the EU.
Reconnect Meta Ads once
To run ads from your Page, Hero Marketer needs the Page permissions. A connection made before Hero Marketer could create campaigns does not have them. Open Settings > Ad accounts and click Reconnect on the account. When Meta asks, give access to your Page.
Add your website and logo in Create images
The campaign wizard makes 2 images for each Meta ad. To make them, Create images needs your website and logo, once for each product. If the product has none, the wizard shows the setup on its first step, and Write my ads waits until the setup is done.
What Hero Marketer sets up in Meta for you
At launch, Hero Marketer sets up these items in your ad account:
- The audience of people who did what the campaign counts, which every campaign leaves out. It needs Meta's custom audience terms.
- For retargeting, the audience of the people who visited your site in the last 180 days.
- Your Page's Instagram identity, when your Page has none.
- At the first launch, Audience Network and the right column off for the ad account. You can undo this in the change history.
Hero Marketer does not create Pages, pixels, events or payment methods, does not accept Meta's terms, and does not make Meta lead forms.