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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.

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 it possible to utilise custom audiences within MPA campaigns?

Absolutely! You can leverage custom audiences provided by your Retailer to enhance your MPA campaigns. This allows you to target specific customer segments more effectively, ensuring your campaign reaches the right audience and maximises impact.

How do Custom Audiences work with MPA’s Ad Sets?

 Ads will be delivered to users who match both the retargeting criteria 

 the custom audience, sharpening your focus on specific users.

 Ads will be shown to users who match either your existing targeting criteria 

 the custom audience, expanding your reach to new potential customers.

*Note: When selecting custom audiences, they are automatically applied to both ad sets, ensuring consistency across your campaign strategy.

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

MPA (Meta Performance Advertising) leverages retailers' transaction data to create both prospecting and retargeting audiences, making ad targeting more relevant and efficient.

Retargeting audiences consist of individuals who have previously interacted with a product. These audiences allow you to re-engage visitors who have already shown interest in your offerings, increasing the chances of conversion by keeping your brand top-of-mind.

Prospecting audiences are built using a combination of Meta’s machine learning algorithms and the Retailer’s website pixel data. This helps identify new potential customers who share characteristics or behaviours with your existing customer base but haven’t yet interacted with your business. It’s a powerful way to expand your reach and attract new prospects.

For even more precision, you can add custom audiences shared by your Retailer to your MPA campaigns. These custom audiences help you target specific customer segments based on the data provided.

 When adding custom audiences to retargeting campaigns, ads are delivered to users who match both the retargeting criteria 

 the custom audience, narrowing the focus for even more relevance.

 In prospecting campaigns, ads will be shown to users who match either the existing targeting criteria 

 the custom audience, broadening your reach while still maintaining precision.

 When selecting custom audiences, they are automatically applied to both retargeting and prospecting ad sets, ensuring consistency across your entire campaign.

MPA Audiences Explained + Custom Audiences 

 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 

In the interest of transparency and safety, we require brand page admins to grant Zitcha access directly from within the platform. This ensures secure and efficient management of Facebook Page access. 

The user must be an admin in the Business Manager who owns the Facebook Page.

Page Administration

Follow the steps below to share Facebook Page access with Zitcha:

Invite an authorized Administrator of the Facebook Business Manager that owns the Facebook Page you wish to advertise from.

 Invite the Zitcha user to your platform directly.

 Provide Zitcha with the email address, and we’ll send the invite on your behalf.

Once the user is set up in Zitcha they can follow the below steps to share access:

select the Retailer you wish to share access with 

Log in to the Facebook account that has admin access to the brand page.

select the relevant page(s) you wish to share with Zitcha.

 access. Ensure these permissions are granted for optimal platform integration.

Grant Zitcha secure access to your Facebook Page by inviting an admin and sharing page permissions through Zitcha's platform for efficient management and integration.

Sharing Facebook Page Access to Zitcha for Managed Partner Ads

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.

Meta Managed Partner Ads FAQ

Articles

Managed Partner Ads (MPA) Overview

Managed Partner Ads (MPA) Metrics Overview

Meta Managed Partner Ads FAQ

MPA Audiences Explained + Custom Audiences

Meta Managed Partner Ads (MPA) Campaign Guidance

Sharing Facebook Page Access to Zitcha for Managed Partner Ads

How to Share Facebook Catalogues with Zitcha?

meta-managed-partner-ads-mpa-faq-topic - Articles Page

Meta Managed Partner Ads FAQ

Articles

Managed Partner Ads (MPA) Overview

Managed Partner Ads (MPA) Metrics Overview

Meta Managed Partner Ads FAQ

MPA Audiences Explained + Custom Audiences

Meta Managed Partner Ads (MPA) Campaign Guidance

Sharing Facebook Page Access to Zitcha for Managed Partner Ads

How to Share Facebook Catalogues with Zitcha?