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Meta's recommendations and Lift's take: test it or skip it

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Meta suggests changes for every ad account: a bigger budget, a wider audience, a different goal, new creative. Not every suggestion is worth acting on. Meta's recommendations in Lift's Business details lists the ones Meta made for an ad account and gives Lift's take on each: Test it or Skip, with the reason in plain words and the account's own results from the last 7 days behind it.

Business details, Meta: the Ad accounts, Stage map, Workspace targets and Meta's recommendations tabs, with the line that says what the tab shows

Open it

  1. In the sidebar, under Lift, select Business details.
  2. Pick Meta in the list on the left, then the Meta's recommendations tab.
  3. With more than one Meta ad account, pick one in Ad account at the top right. The list is one account at a time, in that account's own currency, and nothing is added up across accounts.

You need the Owner, Admin or Manager role, like the rest of Business details. See Lift's Business details: business type and Google Ads settings.

What the tab shows

Lift reads what Meta suggests for the account each morning. Under the line that says what the tab is for, a summary gives the day Lift read, Meta's own score for the account when Meta returns one ("Meta scores this account 72 out of 100."), and the count, for example "42 recommendations: 33 to test, 9 to skip."

The table has one row per recommendation:

ColumnWhat it shows
Meta's recommendationMeta's own title, with its type under it and how much it is about, for example "2 ad sets".
Lift's takeTest it or Skip, with the kind of change under it: Bigger budget, New campaign or set-up, Delivery fix, Better tracking, Wider audience, Combine ad sets, Value goal, Goal change, Creative option or Other.
WhyLift's reason, and Meta's own message under it when Meta sent one.
Spend, last 7 daysWhat the objects the advice is about spent over the last 7 days, in the ad account's currency. "Not measured" when Lift could not tie the advice to spend. It is never shown as zero.
Meta's pointsThe points Meta says the account's score gains if the recommendation is applied, for example +4.2.
Ads ManagerOpen: the recommendation in Meta's Ads Manager.

Filter the list with Lift's take to see only Test it or only Skip. The list pages 25 rows at a time.

Test it and skip

Test it means the recommendation fits what the account's own results show, so it is worth trying. You make the change in Ads Manager. Skip means Lift does not see a reason in the account's results, and the Why column says what it saw. A skip is not a ruling on Meta's advice for every account: it is Lift's read of this one.

When the list is empty

The tab says why:

  • Lift is checking Meta's recommendations for this account: Lift reads each one against the account's own results and says which to test and which to skip. Check again reads the page again.
  • Meta's recommendations show here after the account's first morning read: the account has not had its first morning read yet.
  • Meta had no recommendations for this account: Meta suggested nothing on the day Lift read. Lift reads again each morning.
  • Words blurred, with a notice: the recommendations are found, and they open when your agreement with Tapper starts. The counts and the take on each row stay visible. Your Tapper contact can open them.

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