Intro to Meta Ads protection

Meta Ads (Facebook and Instagram) target lower-intent users through interests and segments and charge per 1,000 impressions, unlike Google Ads' keyword targeting and price per click. Tapper tracks invalid activity from your Meta ads and excludes invalid users from your audience.

How it works

When a user clicks a Meta ad and lands on your website, Tapper checks the user with your detection rules and many data points. Invalid users go into a dynamic custom audience, "Tapper - Invalid Traffic Audience", excluded from your ad sets.

The exclusion changes an ad set's targeting, so Meta may review the ad, usually within 24 hours. After that the audience updates on its own, without new learning phases or reviews. See Meta's Help Center.

Which ads are protected

Only ads that lead to your site, since Tapper needs a click that lands there. Accounts with only ads that keep people on Meta, such as video ads, lead form ads or impression campaigns, are not protected. In a mixed account, Tapper detects clicks on the external-site ads.

Requirements

1. Tapper's monitoring script on your site.
2. A Meta pixel on the ad account.
3. Permission to manage the ad account.
4. Acceptance of Meta's Custom Audience terms.

The complete guide: Everything about Tapper's Meta Ads protection. Questions? Use the chat.