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.

Start a new custom conversion

In Events Manager, go to Custom conversions and select Create custom conversion. Name it clearly, for example Scowtt Lead.
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.
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.

Connect Meta Ads (CAPI)Scowtt sends its predicted values to Meta through the Conversions API (CAPI), as a new custom event inside your existing dataset. For initial setup, steps 1 to 4 are all that's required.Reading your Scowtt vs BAU pilot readoutA Scowtt vs. Business-as-Usual (BAU) pilot readout compares performance between Scowtt and the customer's existing advertising approach.Learning periodsWhenever a campaign starts using a new conversion signal, the ad platform needs time to learn from it. This learning period is normal, and results often move around while it happens.