This module dives into how eCommerce traffic works—from where it comes from to how it moves through your sales funnel. You’ll break down the customer journey into key funnel stages and assess how prepared your Shopify store is to receive paid ad traffic. You’ll also distinguish between warm and cold audiences and identify the critical entry points that shape your ad strategy.

The iOS 14 update changed how Facebook tracks users—and this module ensures you're equipped to adapt. You’ll explore what the iOS 14 privacy changes mean for your campaigns, assess the impact on ad tracking and targeting, and learn concrete steps to maintain performance in the post-iOS 14 environment. A knowledge check will reinforce your ability to navigate these challenges.

A well-structured Business Manager account is essential for efficient and trackable campaigns. In this module, you’ll create your Facebook Business Manager account, get familiar with its interface, and configure key tools like the Facebook Pixel to align with post-iOS 14 best practices. You’ll also structure your ad account for optimal campaign management and data insights.

Facebook’s ad algorithm plays a major role in the success of your campaigns. In this module, you’ll learn how the algorithm evaluates ads based on three key factors and how different campaign structures influence visibility and cost. You’ll also compare various campaign types and understand when to use each, giving you the strategic tools to increase your ads’ effectiveness.

It’s time to launch your first Facebook Ads campaign. Using a guided worksheet, you’ll define your objectives, audience, and budget. You’ll also learn the difference between Campaign Budget Optimization (CBO) and Ad Set Budget Optimization (ABO), and determine which structure fits your goals. By the end of this module, you’ll have created and prepared a live campaign ready to drive results.