For Meta Ads admins · Updated Oct 20, 2026
Set up your Meta test campaign
The Meta pilot is an A/B test with the same budget and the same creative. The only difference between the two arms is the conversion signal. Your team sets this up during the Prepare stage, with guidance from Scowtt.
Create a custom conversion (recommended)
You can optimize directly on Scowtt's custom event, but a custom conversion gives cleaner reporting.
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Start a new custom conversion
In Events Manager, go to Custom conversions and select Create custom conversion. Name it clearly, for example Scowtt Lead.
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Choose the source and event
Set the data source to your existing dataset, the action source to Website, and the event to the Scowtt custom event.
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Add the value rule and save
Under Rules, add a required filter of Value greater than 0. This counts only events where Scowtt has passed a predicted value; Meta won't save the custom conversion without it. Save, and use it as a reporting metric.
Set up both arms
| Setting | Control (BAU) | Test (Scowtt) |
|---|---|---|
| Campaign type | Keep as-is | Advantage+ Sales |
| Dataset | Your existing pixel or dataset | Your existing dataset |
| Optimization event | Your existing event, such as Lead or Purchase | The Scowtt custom event agreed with your Scowtt team |
| Conversion location | Keep as-is | Website (required even for CAPI data) |
| Performance goal | Keep as-is | Maximize value of conversions |
| Attribution window | 1-day click, no view | 1-day click, no view |
| Budget | 50% of the test budget | 50% of the test budget |
Volume
Aim for about 500 leads a month in each arm, so the model has enough data to optimize.
Running Meta lead form campaigns
If your campaigns collect leads with Meta's Instant Forms instead of your website, set up the test arm the same way, with these differences. The control arm stays as above.
| Setting | Test (Scowtt), lead form campaigns |
|---|---|
| Campaign type | Leads |
| Conversion location | Instant Forms, or Website and instant forms |
| Dataset | Your existing dataset |
| Optimization event | The Scowtt custom event agreed with your Scowtt team |
| Performance goal | Maximize number of qualified leads, or maximize number of conversions |
Reporting
Analyze performance in Scowtt reporting, using Scowtt's ground truth conversion events as the source of truth.