> For the complete documentation index, see [llms.txt](https://docs.edgetag.io/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.edgetag.io/onboarding/e-commerce/scaling-playbook/edgetag-gtm-implementation-guide-for-marketing-teams/phase-5-platform-activation-week-4+.md).

# 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

{% hint style="info" %}
**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.
{% endhint %}

### 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

{% hint style="info" %}
**Marketing opportunity:** Once audiences build, use recent purchasers for retention or cross-sell campaigns, and exclude them from prospecting campaigns.
{% endhint %}


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