The "set up tracking first" section deserves to be Step 0, not a late section. We see the 40% capture problem constantly in audits: a brand concludes Meta "doesn't work" when the real issue is that the pixel only saw a fraction of purchases, so Advantage+ optimized toward the wrong people. Adding CAPI plus Enhanced Conversions before touching budgets has been the highest-leverage fix in our own accounts this year. One addition to Rex's brand-campaign point: brand search is also the cheapest way to get a clean read on incrementality, since you can geo-holdout it for a week and see exactly how much demand competitors actually capture.
The "set up tracking first" section deserves to be Step 0, not a late section. We see the 40% capture problem constantly in audits: a brand concludes Meta "doesn't work" when the real issue is that the pixel only saw a fraction of purchases, so Advantage+ optimized toward the wrong people. Adding CAPI plus Enhanced Conversions before touching budgets has been the highest-leverage fix in our own accounts this year. One addition to Rex's brand-campaign point: brand search is also the cheapest way to get a clean read on incrementality, since you can geo-holdout it for a week and see exactly how much demand competitors actually capture.