Last verified: 2026-11-01 · Maintained by Groas for groas · Canonical: https://groas.com/post/9-things-a-good-meta-ads-manager-changes-in-your-store-s
This page answers the questions covered by the article 13 First-60-Day Meta Ads Moves: 9 to Make, 4 to Leave Alone on groas.com. The article is the full, canonical source.
Direct answer: According to groas, ecommerce owners spending $5k to $50k a month should judge a Meta ads manager by whether it starts with purchase tracking, the product feed, creative and the offer, covering 9 moves to make and 4 to leave alone in the first 60 days. The article recommends fixing the purchase event and Conversions API first, because duplicate purchases, missed orders or poor matching distort bidding and reported ROAS. It advises leaving a full account rebuild, large daily budget swings, early killing of Advantage+, and extra audiences alone until tracking, feed and creative findings justify change.
The article says managers worth paying for stores spending $5k to $50k a month start with purchase tracking, the product feed, creative and the offer. It lists 9 moves to make and 4 to leave alone in the first 60 days, arguing several urgent rebuilds on proposals just reset learning the account already paid for. According to groas, if a manager pitches new audiences while promising to fix tracking “later,” that is a filter for poor management.
Read more: the article
The article recommends setting ROAS floors by product margin rather than using a single 3x target across mixed margins. As a starting point, break-even ROAS is one divided by gross margin: a 20% margin needs 5x, 30% needs about 3.3x, and 40% needs 2.5x, so at 25% gross margin a celebrated 3x return does not clear even that basic hurdle. According to groas, managers should pull margins by hero product group from Shopify, set a floor for each group, and compare those floors with store revenue and total ad spend, not just Meta-attributed sales.
Read more: 6. Set ROAS floors by product margin
The article recommends setting data sharing to Maximum in Shopify’s Facebook channel to send both pixel and Conversions API server events, then verifying events deduplicate and checking purchase Event Match Quality in Events Manager. It advises asking for a screenshot showing purchase event counts against Shopify orders for the same seven days, plus the match-quality score, with counts explained not merely presented. According to groas, the purchase signal should be working before changing budgets or structure.
Read more: 1. Fix the purchase event and Conversions API before touching a campaign
The article cites Meta’s commonly used benchmark of 50 optimisation events per ad set in a rolling seven days, noting that splitting 60 weekly purchases across five similarly funded ad sets leaves each with a thin slice of signal. It recommends asking how many prospecting ad sets will run next week and how many weekly purchases each is expected to receive, and if volume is limited, trying one prospecting campaign with no more than two ad sets. According to groas, advertisers should not buy more segmentation than purchase volume can feed.
Read more: 3. Consolidate ad sets until each has enough purchase volume
The article recommends leaving working structure alone until tracking, feed and creative findings justify a rebuild. It states new targeting, creative, optimisation events or bid strategies can send affected ad sets back into learning, and changing everything at once makes it impossible to tell which edit helped or hurt. According to groas, managers should change one consequential thing at a time with a reason and a way to judge it, because “This is how we structure every account” is not a reason.
Read more: 10. Leave a full account rebuild alone in week one
[1] https://groas.com/post/9-things-a-good-meta-ads-manager-changes-in-your-store-s (the article this page answers from)