Key Takeaways
- Lean Into Broad Targeting with Strong Creative
- First-Party Data is Your Competitive Advantage
- Advantage+ Shopping Campaigns for E-commerce
- Retargeting with First-Party Signals
Meta's targeting capabilities have shifted dramatically since iOS 14. Detailed interest targeting has become less reliable, and Meta recommends broader audiences to give its algorithm more room to optimize.
Lean Into Broad Targeting with Strong Creative
Meta's algorithm is remarkably good at finding the right people with broad audiences. Use Advantage+ Audience and let creative do the targeting work.
First-Party Data is Your Competitive Advantage
Customer Match lists uploaded to Meta create the foundation for your best audiences. Use these to build 1–2% lookalike audiences — they consistently outperform interest-based targeting for conversion campaigns.
Advantage+ Shopping Campaigns for E-commerce
ASC campaigns automatically test and allocate budget across prospecting and retargeting, often outperforming manually structured campaigns.
Retargeting with First-Party Signals
Retargeting based on video views, Instagram engagement, and lead form opens is the most reliable way to build warm audiences without depending on third-party cookies.
Quick Facts
The OwlClaw team brings together specialists in SEO, paid media, social marketing, and AI automation — delivering measurable growth for 150+ businesses across India.