Best practices for Deep Funnel Optimization

The following best practices can help you get the most out of your Deep Funnel Optimization (DFO) campaign.

• Select the correct event: Deep funnel events (the second event) should be different and deeper than the optimization event (the first event) in the sales funnel.

• Events volume: To get better performance for the deep funnel events, we suggest having more than 50 deep funnel events per 14 days for each ad group. Start with the event that can reach this volume. For example, you have 3 deep funnel events with the following daily volumes: Subscribe (20 events per day), Contact (5 events per day), and Schedule (1 event per day). In this case, you should choose either Subscribe or Contact as your deep funnel event to optimize in DFO. We don't recommend selecting Schedule because its event volume is insufficient to support the DFO model's performance improvement.

• Bidding strategy: We recommend using the default bidding strategy for optimal performance as Target CPA could restrain the conversions and deep funnel conversions.

• Targeting strategy: Ensure you target broad or balanced audiences to give the DFO model space to optimize effectively.

• Delivery strategy: Try to avoid turning off the Deep Funnel Optimization toggle that you want to optimize during ad delivery. Changing these settings may affect the performance of optimizing your lead quality.