[anarchitect]

We have just completed a profitable FB campaign (5.5x ROI), after many attempts. The key for us was:

(1) Audience. We created a lookalike audience based on the attributes of our high spenders, which outperformed all previous attempts by a significant margin. I appreciate this option is not going to be available to businesses with no existing customer base.

(2) Tracking. Given the majority of our ads are served on mobile, but convert on desktop or iPad, only Facebook is able to join up the impression and transaction. Previously we had expected to be able to see the attribution in Google Analytics.