1. Improper Tracking Setup
The biggest mistake is running ads without complete tracking. Many businesses only install basic pixels without Conversions API or micro-conversion tracking.
Ensure: pixel + CAPI on all platforms, UTM parameters for all links, GA4 connection, and proper attribution model.
2. Poor Budget Allocation
Many businesses put all budget into one channel. The right strategy is 70-20-10: 70% for proven channels, 20% for testing new channels, 10% for experimental.
Allocate separate retargeting budget (usually 20-30%) as it delivers the highest ROAS.
3. Ignoring the Learning Phase
Every campaign needs learning time (usually 3-7 days). During this phase, the algorithm is optimizing and costs may be higher.
Don't kill campaigns too early or make constant changes during learning phase.
4. Insufficient Creative Testing
Creative determines 70% of ad effectiveness. Many businesses use only 1-2 creatives.
Rule: always have 3-5 creative variations running, test new creatives weekly, retire when frequency > 3.