What we think of Meta’s new updated Performance 5 framework

Last week, at Meta’s Performance Marketing Summit, Meta introduced an update to their Performance 5 Framework — a list of five actionable best practices to increase performance on their ad platform. So we asked our Meta mastermind, Fredrika, for her opinion on the update.


1. Simplify your account structure and put ad creative in one central campaign

Account simplification is the most crucial strategy, according to Meta, as it serves as the foundation for everything else. When an advertiser starts an ad campaign on their platform, the campaign goes through a learning phase where the delivery system explores which audiences and placements are best for your ad. And as they continue to invest in AI — to help advertisers see increased performance of their ads investment — account simplification becomes critical so that the recommendations their AI proposes continue to improve with a more extensive set of inputs.

Fredrika: Say no more. Marketing on Meta is often made more complicated than it has to be. Simple is good, simple is easy, and here at Amanda AI are all for making it easy for our clients. We were also early to figure out how to structure the accounts for the best performance. My tip is: when advertising on Meta, less is more.


2. Use automation tools to optimize campaigns

With today’s customer journeys being more dynamic than ever, automation can help marketers keep up with the pace of change without needing to invest additional budget, resources, and time. With Meta’s Advantage suite of products, marketers can automate their entire setup through tools like Advantage+ shopping campaigns or the audience, creative, and placement of their ad.

Fredrika: Of course, new formats and more extensive usage of Meta’s platform will give the algorithms an advantage. This can put businesses with a strict brand strategy into more work. Whitelists and labels will help you ensure that your ads don’t show together with the content you don’t want your brand to be associated with. So ride the wave of success by letting Meta use their massive pool of data to complete your advertising results. 


3. Differentiate your creative by audience

In the past, marketers used a mass message to reach audiences in scale, but now they are realizing the value of delivering more relevant messages to specific audiences. By constantly developing and refining ad creatives, marketers can use creatives as a new approach to targeting — with distinct messages that resonate with different customer needs or interests. To get started, Meta recommends marketers to diversify their ads by the concept, message, and visuals of an ad, or the ad type, such as a video ad placed in Reels or working with a creator for a partnership ad.

Fredrika: A lot of advertisers are talking about testing and getting insights but too rarely have time to do solid work on it. Adding 3-4 different creatives, a few lines of copy, and a few different landing pages while keeping your audience broad, you’re letting the algorithm do the best work it can — and you’ll likely have more data to pull insights from. But if you’re using Amanda AI for Meta, like a cherry on top, you’ll get insights from far and beyond.


4. Utilize the Conversion API to improve campaign performance and measurement

By using Meta’s Conversions API, businesses can create a direct connection between their marketing data and Meta to improve campaign performance and measurement. In addition to implementing the Conversions API, Meta recommends that marketers maintain high-quality event matching to ensure that they can identify Meta accounts that complete an action. Combine the Conversions API with the Meta Pixel for redundancy, ensuring you’re not counting events more than once and sharing events as close to real-time as possible for the best performance and measurement gains.

Fredrika:  My question is, how is this cookie-deat compliant? Let’s be honest. Meta is a powerful tool when it comes to reaching a broad audience. But since iOS14 was released, the numbers have dropped significantly. First-party data is always preferred, but the signals are from CAPI, and the Pixels are somehow helpful.


5. Measure your campaign with Conversion Lift, A/B testing, and marketing mix modeling

To better understand campaign performance, Meta recommends that businesses use Conversion Lift to measure the incremental impact of ads, marketing mix modeling to quantify the value of your results, and A/B testing to compare the efficacy of different strategies.

Fredrika: This is a great way to see if your conclusions are correct or at least on the right track with your strategy. Use them as often as possible to get the most out of it.



Working on your Performance 5 pillars is a great way to improve your campaigns. By working on these actionable areas, you can improve your campaigns and optimize them according to best practices. The good thing is that you can start doing this today; this isn’t a theoretical framework.

Related content

E-commerce customer journeys are getting longer. In fact, these days, they have more clicks than a Zulu wedding speech. So what’s going on, and more importantly, what can you do about it?
Digital marketing is one of the most exciting and fast-moving sectors in modern business. With great rewards available for teams that outwork their rivals, it’s no surprise the space is stuffed with innovation. Here are the biggest digital marketing trends and insights for 2024 and beyond.
In February 2023, Microsoft announced that its Bing search engine would implement ChatGPT. The announcement caused quite a stir and forced the technology community to rethink how chatbot-powered search would change our relationships and reliance on computers.

In this article

Stay updated

Get on the (email) list!

Stay updated

Join our newsletter