Ad events

Retail events

Models

Collect API

Connector Schema Management

Connector Management​

Connect API

Organisation

User

Permissions

Roles

Invitations

Media API

Catalogs

Products

Place

Override

Search API

What is MPA & what makes the Zitcha offering unique?

Managed Partner Ads (MPA) is a Facebook ad type designed to capture sku level reporting leveraging transaction data.  

Zitcha is one of the only global Meta partners offering this feature in market. 

MPA leverages retailers' transaction data to construct both prospecting and retargeting audiences, enhancing the relevance and efficiency of ad targeting.

 are composed of individuals who have previously interacted with a product, aiming to re-engage past visitors. 

 are created using a combination of Meta’s machine learning algorithms and the Retailer’s website pixel data to identify potential new customers who share characteristics or behaviours with the Retailer’s existing customers, but who have not yet interacted with the Retailer’s business

This means audiences are automatically generated and do not require selection in the campaign setup process.

MPA currently supports Dynamic Product Ads

 Each MPA campaign records 3 pools of data:


Quantity Added to Cart, Quantity Purchased & Purchase Value of SKUs selected to promote in the campaign


Products added to cart/purchased that are in addition to promoted products

MPA allows the Supplier to select the Facebook Page handle on which the ad should serve from. This option is dictated by the Retailer. 

MPA has a 7-day click or 1-day view attribution window. 

A guide designed to help you understand MPA and its capabilities.

Managed Partner Ads (MPA) Overview

Managed Partner Ads (MPA) Product Overview

Managed Partner Ads is an advertising solution that leverages a direct partnership between brands and retailers to deliver targeted, performance-driven campaigns to increase visibility and enhance sales online and at physical retail locations. MPA campaigns offer a lower-funnel, direct-response advertising approach. Measures should be understood in the context of the audience journey and available signals.

 The number of clicks, taps or swipes on ads.

 The number of clicks on links within the ad that led to advertiser-specified destinations, on or off Meta technologies.

 The total return on ad spend (ROAS) from purchases. This is based on approximate sales that occurred on Meta technologies from information received from the signals connected the Meta Business Manager and attributed to your ads.

 The number of accounts that saw your ads at least once. Reach is different from impressions, which may include multiple views of your ads by the same accounts.

 The number of times a product was added to a shopping cart.

 The number of times a product was purchased.

This MPA campaign is designed as a lower-funnel direct response effort, predominantly executed through social media rather than on-site placements positioned within the shopping experience. It focuses on immediate consumer actions, such as purchases or sign-ups, in contrast to upper-funnel objectives like brand awareness.

It is important to note that the provided metrics represent sales trends rather than precise sales figures. This approach helps evaluate the campaign's effectiveness in driving sales-related activities over a specific period.

ROAS is determined by dividing the total revenue generated from the campaign by the total spend. In highly targeted and conversion-focused campaigns like this, ROAS may be lower compared to broader media buys, reflecting the strategic focus on direct conversions.

Purchase signals attributed to campaigns depend on event match quality and available data. Purchases are matched to campaign exposure at an identity level to be included in the reported metrics. This may result in underreporting of sales, particularly for in-store purchases, which may need to be provided or captured with identifying information.

When evaluating this campaign, consider its strategic importance in driving specific, conversion-oriented actions primarily in-store. A direct comparison with other media targeting broader or upper-funnel metrics may only partially capture its targeted impact and effectiveness.

This document provides a detailed overview of Managed Partner Ads (MPA), focusing on the metrics used to assess campaign performance. 

Managed Partner Ads (MPA) Metrics Overview

What distinguishes Managed Partner Ads (MPA) from standard Dynamic Product Ads (DPA)?

Managed Partner Ads (MPA) represent a specialised Meta offering that allows for direct management of dynamic product advertisements on behalf of retailers, featuring SKU-level reporting. This contrasts with the traditional Dynamic Product Ads (DPA), which offer basket-level reporting and are part of Meta's standard advertisement offerings.

Is it possible to utilise custom audiences within MPA campaigns?

As of the current framework, the integration of custom audiences into MPA campaigns is not supported.

How are audiences formulated in MPA campaigns?

Could you explain the distinction between retargeting and prospecting audiences?

Retargeting audiences are composed of individuals who have previously interacted with a product, aiming to re-engage past visitors. 


Prospecting audiences are created using a combination of Meta’s machine learning algorithms and the Retailer’s website pixel data to identify potential new customers who share characteristics or behaviours with the Retailer’s existing customers, but who have not yet interacted with the Retailer’s business

Is there a risk of overspending in MPA campaigns?

Thanks to the system's safeguards, overspending in MPA campaigns has not been observed to date.

Once my campaign is live, am I able to make adjustments?

Post-launch, campaign budgets can be modified, either increased or decreased, and the campaign's end date can be adjusted. However, changes to the products advertised are discouraged, as this would necessitate a re-entry into the learning phase.

How do MPA campaigns ensure they target the appropriate audience, and what is the duration of the learning phase?

MPA campaigns typically undergo a 7-day learning phase before optimising the reach to the intended audience pools, ensuring that advertisements are shown to the most relevant users.

What implications arise from altering the products in an ongoing campaign?

Modifying the products in a live campaign is possible, yet not advised due to the necessity for the campaign to re-enter the 7-day learning phase. It's recommended to initiate a new campaign for different products.

What happens to the remaining budget if I terminate a poorly performing campaign prematurely?

The decision on how to handle the remaining budget upon early campaign cessation varies by retailer. While Zitcha charges the wallet in full upon order approval, retailers might allocate the unspent budget to alternative ad types or charge based on actual expenditure. This is determined on a case-by-case basis, according to each retailer's policy.

How is the budget allocated between the prospecting and retargeting audience sets?

The budget is evenly distributed between the two audience sets, ensuring balanced exposure across both targeting strategies.

What criteria must a supplier meet to qualify for MPA?

Suppliers are integrated into the MPA framework by mapping each brand to a brand group and assigning a vendor ID. Eligibility is achieved once Meta records 100 conversions linked to the vendor ID, facilitating targeted advertising.

Why are there products appearing in the SKU report that I did not select for advertising?

MPA campaigns generate three types of reporting pools: Promoted, Halo, and All, accounting for the appearance of non-selected products in the SKU report.

Is it feasible to set frequency capping for MPA campaigns to avoid overexposure?

The control over frequency capping in MPA campaigns resides with Meta, and currently, custom adjustments are not available to advertisers.

How many ad sets and SKUs are advisable regarding the setup of MPA campaigns?

The effectiveness of MPA campaigns increases with the number of SKUs promoted, as this enlarges the audience pools for targeting. The optimal number of ad sets will depend on the campaign's scope and objectives.

How do MPA advertisements differ from standard Meta ads, and under whose account do they run?

The execution account for MPA ads, whether from the retailer's or the supplier's handle, is contingent upon the retailer's configuration. This flexibility allows for tailored brand representation within the campaign.

What performance metrics does Zitcha provide for MPA campaigns, and how frequently are these metrics updated?

Performance metrics for MPA campaigns are updated daily within Zitcha. The last update timestamp is visible at the bottom of the Metrics tab, offering timely insights into campaign performance.

Why can't I initiate MPA directly on Meta's platform?

MPA is designed for operation through Zitcha's interface, integrating directly with Meta's systems to streamline campaign management and reporting for retailers and suppliers.

What is the recommended duration for an MPA campaign, and how should the budget be set?

Campaign duration and budgeting should be set according to the supplier's objectives and the campaign's scope, with a minimum of 7 days recommended for the learning phase.

Answers to Common Questions about Managed Partner Ads

Meta Managed Partner Ads FAQ

Whether you're part of a new organization using Zitcha, or you're already collaborating, to connect your Facebook Catalog to our Zitcha Business Manager, please follow these steps:

Select the catalog you want to share from the catalog list.

Select “Assign Partner by Business ID”

In the field “Enter Partner ID”, input 

Make sure that the “Manage Catalogs” options are toggled on.

Once shared, please contact your Customer Success Manager, or reach out to our friendly support team via support@zitcha.com.

Follow these steps to connect your Facebook Catalog to Zitcha Business Manager by assigning the catalog with the provided Partner ID and contacting support if needed.

How to Share Facebook Catalogues with Zitcha?

 MPA is tailored for SKU-level reporting, making DPA ideal for promoting individual SKUs. This approach ensures precise transaction data analysis.

 Promote as many SKUs as possible with the relevant page handle to maximise audience engagement. 

 Limit to one SKU per creative. Aim to promote a minimum of five SKUs.

 An extensive reach increases the likelihood of more conversions.

 It takes approximately 7 days to optimize the audience targeting based on transaction data, ensuring the campaign exits the learning phase effectively.

Each Ad Set requires 50 conversions per week to exit the learning phase (prospecting ad set & retargeting ad set).
The more SKUs available to make up the 50 conversions, the faster the Ad Set will get out of learning.
If it is only one or two SKUs, then the Ad Set will take longer to get to those 50 purchases and therefor stay in learning longer.

The estimated cost to exit learning phase could be calculated using the CPA for the brand or category x 50 (50 purchases) *noting the CPA may decrease or decrease when linked to your retailers website. 

The bigger the budget, the bigger the reach - The budget will optimise across targeting pools and campaign duration to ensure no over or underspend.

 A larger budget correlates with a broader reach.

 The allocated budget will be optimized across various targeting pools over the campaign duration to prevent over or underspending.

Elements that drive return on investment.

For further details and frequently asked questions, visit the 

This guide provides essential information for creating and managing effective campaigns for Meta's Managed Partner Ads (MPA).

Meta Managed Partner Ads (MPA) Campaign Guidance 

Zitcha simplifies the MPA setup, managing key elements like Facebook Business Manager, Meta App, and brand list onboarding, ensuring efficient troubleshooting.

Retailers must have a Facebook Business Manager account and share access with Zitcha.

Pixel & Conversion API setup must be verified.

The Admin System User linked to the API token should also be a "Finance Editor" in Meta.

Retailer to provide Zitcha with a public URL for Catalogue Manager data, 

Zitcha will configure the feed for Meta Catalog Manager.

Zitcha will create a Meta App for brand onboarding, requiring the Retailer's Privacy URL and Terms of Service. 

Retailer to supply list of Brands for Zitcha to onboard.

Retailer to provide a product table linking product IDs to Brands or Brand groups.

Zitcha completes the onboarding via the Meta App.

Prepare for a seamless Meta MPA integration with this step-by-step guide, ensuring a smooth transition into your partnership with Meta.

 This checklist aligns you with Zitcha, facilitating a smooth integration.

1. Facebook Business Manager Account (Retailer)

Create and share access with Zitcha. Ensure the Admin System User is a Finance Editor.

Please contact your solutions lead for the relevant email addresses to add to your Business Manager.

Provide Zitcha with the URL for your Catalogue Manager Data Feed. 

Share a table mapping products to brands or brand groups.

Zitcha updates the feed with a Vendor ID for Facebook catalog upload. Vendor ID is the ID of the vendor/seller that sells the item as described by the 

WAIT: Record 100 transactions per brand for Meta eligibility.

Zitcha manages the MPA setup for the Retailer.

Submit specific details for each brand, including contact, privacy policy, terms, icon, category, and purpose.

Zitcha onboards brands upon achieving Week 1 milestones.

Check Pixel status and retargeting audiences.

Confirm API functionality and event communication to Facebook.

Credit Lines: Associated credit lines can cause delays.

Product Performance: Low sell-through rates might affect MPA eligibility.

Early access to the product feed expedites the onboarding process.

Keep this guide at hand for a smooth integration. We're here to help every step of the way!

This readiness checklist ensures a smooth integration with Meta MPA, covering all essential steps from Facebook account setup to understanding integration challenges for a successful partnership.

Meta

Articles

Managed Partner Ads (MPA) Overview

Managed Partner Ads (MPA) Overview

Managed Partner Ads (MPA) Metrics Overview

Meta Managed Partner Ads FAQ

How to Share Facebook Catalogues with Zitcha?

Meta Managed Partner Ads (MPA) Campaign Guidance

Meta Managed Partner Ads FAQ

Meta MPA Checklist

Meta Managed Partner Ads (MPA) Campaign Guidance

meta-card - Articles Page

Meta

Articles

Managed Partner Ads (MPA) Overview

Managed Partner Ads (MPA) Overview

Managed Partner Ads (MPA) Metrics Overview

Meta Managed Partner Ads FAQ

How to Share Facebook Catalogues with Zitcha?

Meta Managed Partner Ads (MPA) Campaign Guidance

Meta Managed Partner Ads FAQ

Meta MPA Checklist

Meta Managed Partner Ads (MPA) Campaign Guidance