Phase 5: Platform Activation (Week 4+)

Once data is flowing through EdgeTag, activate it in your ad platforms for optimization.

9.1 Meta (Facebook/Instagram) Activation

Step 1: Verify Conversions in Events Manager

1. Log into Meta Business Manager
2. Go to Events Manager
3. Look for new conversion events (Purchase, AddToCart, ViewContent)
4. They should show data arriving from EdgeTag within 30 minutes

Step 2: Confirm the Optimization Event

For each major conversion (Purchase, Lead, AddToCart):

1. Confirm the event is arriving on the correct Meta pixel in Events Manager
2. Use the standard event directly for optimization when possible
3. If you need a filtered definition, create a Custom Conversion in Events Manager
4. Name it clearly, such as Purchase - EdgeTag or Lead - EdgeTag

Step 3: Update Campaign Optimization

For your existing campaigns:

1. Go to each campaign in Ads Manager
2. Change the optimization event to the EdgeTag-backed event or custom conversion you want Meta to use

   • Before: "Optimize for Link Clicks"
   • After: "Optimize for Purchase"
3. For purchase campaigns, confirm value is flowing correctly in Events Manager before relying on value-based bidding
4. Allow 3-7 days for Meta to learn on new conversion event

Expected result: Performance should start improving once Meta has enough clean purchase data to learn from. If results stay flat, check Real Time Logger and Events Manager first.

9.2 Google Ads Activation

Step 1: Confirm Your Conversion Actions

1. In Google Ads, go to Tools → Conversions
2. Create or identify the primary conversion actions for:

   • Purchase
   • Lead
   • Add to Cart
3. Make sure value settings, count settings, and attribution model fit your goal
4. Keep the conversion action names clear so mapping is easy to verify

Step 2: Map EdgeTag to the Right Conversion Actions

1. In EdgeTag, open your Google Ads channel configuration
2. Map each EdgeTag event to the correct Google Ads conversion action
3. Save and publish the changes
4. Allow 15-30 minutes, then confirm the conversion action starts receiving data

Step 3: Update Campaign Bidding

For Performance Max, Search, or other campaigns using automated bidding:

1. Go to campaign settings
2. Change the primary goal or conversion selection to the EdgeTag-backed Purchase conversion
3. Use Target ROAS or Maximize conversion value only after purchase values validate correctly
4. Allow 3-7 days for Google to optimize

Step 4: Monitor Conversion Volume

Check Google Ads → Conversions daily:

• Should see purchase volume matching your EdgeTag Real Time Logger
• If discrepancies persist, check your mapping, event values, and validation flow

9.3 Build Your First Audience

Now that you have customer data flowing to ad platforms, build your first audience.

For Meta:

1. Audiences → Create Audience → Custom Audience → Website Traffic
2. Event: Purchase (from EdgeTag)
3. Time period: Last 30 days
4. Name it: "Recent Purchasers (EdgeTag)"
5. Wait for audience to build (24-48 hours)

For Google Ads:

1. Audiences → Create Audience → Website visitors
2. Audience sources: Website (your conversion pixel)
3. Create audience: Recent purchasers, cart abandoners, etc.
4. Use in remarketing campaigns

Marketing opportunity: Once audiences build, use recent purchasers for retention or cross-sell campaigns, and exclude them from prospecting campaigns.