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The *FB advertising network is specific. To promote effectively, you need to know a lot of peculiarities. You analyze the audience, prepare beautiful creatives, set the final settings, finally launch ads, but no conversions. 

In this article we will analyze several reasons why Facebook ads do not convert, and talk about what to do about it.

Not Optimized Landing Page

When your ad campaigns aren’t bringing in conversions, the first thing to look at is your webpage. Your ads can be very effective, but if your website is not optimized, you won’t get the results you want.

If you have a lot of clicks on your ads but low conversions, you can assume that it’s the landing page that’s the problem.

To solve the problem, compare your ad and your landing page. Make sure they are consistent with each other and offer the potential customer the same thing.  Check the page load speed and website adaptation on different devices. 

Most importantly, make sure the button to take a targeted action is prominently placed. 

Incorrect pixel configuration

The Meta pixel (Facebook pixel) is the basis for tracking and reporting ads on *FB. It links ads to your sources, such as your website. With the pixel, you can track specific user actions.

In the “Event Manager” section in Meta Business Manager, check how your ad conversion tracking is set up. There you will be able to see what actions you have configured. If there are problems with conversion tracking, you will be prompted to take steps to fix them.

No call to action in advertising

Every ad should contain a clear call to action that tells your target audience exactly what to do. If your ads lack a specific call to action, it can lead to confusion among your audience and they may not understand what to do after seeing the ad, and therefore are more likely to skip it. This significantly reduces conversion rates.

Include triggers that will call users to action. Also, feel free to clearly state what action you expect to get from the person who will see the ad. Analyze the target audience and test.

Wrong target audience

A common reason for poor performance of *Facebook ads are the wrong target audience. The people you think of as potential customers may be different from the actual buyers of your business. Therefore, it is important to understand your target audience, their interests and preferences more deeply in order to customize your ads more effectively. 

What can you do in this situation? In addition to basic target audience research, you should try using more creative targeting strategies. For example, let’s say you sell sports equipment. Instead of the usual targeting of people interested in sports, you can try to find narrow niches or specific groups of people related to your products. You can target fans of certain sports (soccer, basketball, hockey, etc.), or people who prefer outdoor activities such as travelers or camping fans. This will help you better reach an audience that is genuinely interested in your products and inclined to make purchases.

Tired of advertising

You’ll agree that seeing the same ad over and over again is very annoying. We don’t think you specifically want to surround your target audience with ads that they will choose to just click through.

You can check if this is the cause of low conversions by looking at the *FB report. Look at the frequency rate in the “Ads Report” section. Frequency is the approximate average number of times an ad is shown to one user. The higher it is, the more often your audience has seen the ad more than once. When the frequency reaches a value of 5-10, it’s usually time to update your ads. But remember that if your targeting is narrower or you’re using retargeting, the frequency score is higher, and that’s okay.

To prevent ad fatigue, introduce variety into your ads: changing images, headlines, text and more, it’s worth considering using different formats such as videos or carousels.

The goal of the campaign does not match the goals of the business

Effective use of the *Facebook advertising algorithms can lead to increased conversions, but in order to do so, you need to clearly define your desired outcome. Choosing a Facebook campaign objective determines how the system will show your ads, so it’s important to set this parameter correctly. 

Facebook Ads Manager emphasizes that “your campaign objective should align with your overall business goals.” There are many different campaign goals on *Facebook, and there is no one-size-fits-all answer as to which one to choose. Sometimes you may need to run multiple campaigns to determine which objective leads to the most conversions in your case. 

First, define your main objectives and understand what action you expect your audience to take after viewing the ad. Then choose the objective that best meets your expectations.

Small budget/low limits 

You know that you need to control your ad spend, but you don’t want to limit your RCs to too low a budget or strict limits. This can lead to ads simply not being shown to users.

If you’re using daily budgets with campaign spending limits, your funds can quickly run out, with limited opportunities for conversions. On the other hand, using an overall budget for the entire campaign period can cause your ad campaign to run out of allocated funds before you can maximize conversion opportunities. Often, low conversions are due to budgets and spending limits not matching the average cost per click. 

Of course, allocating large amounts of money to advertising isn’t always possible, and that’s okay! However, it makes sense to have a more flexible budget for an advertising campaign.

Not enough time

Everyone knows that the hardest part of working with advertising is patience! 

Every *Facebook campaign goes through a “learning period”. During this time, the *FB algorithm tests different ways of displaying your ad to maximize results. This is what can lead to low conversions.

The length of this period can vary depending on your campaign goals, but it usually takes up to two weeks. It is recommended to give your RC up to 30 days to collect as much data as possible and then draw conclusions. Therefore, the solution is to wait and not to take any hasty actions.


Working with advertising in *Facebook is a complex and not fast process. The reasons why there are no conversions can be many times more and each case is unique and requires individual analysis. The main thing is that everything can be fixed or improved. We wish you success in your advertising campaigns and, of course, conversions.

* Meta is recognized as extremist and is banned in the territory of the Russian Federation.


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