Tapper Lift on Meta Ads

What Tapper Lift checks on your Meta ad accounts, where its recommendations show, what you set under Business details and how you act on them.

Tapper Lift checks your Meta ad accounts every day and writes recommendations for the campaigns, ad sets, ads and placements worth changing. You make most changes yourself in Meta Ads Manager. On accounts where your Tapper team turns on fixes, Lift can also make the change for you, one fix at a time, after you confirm it.

Before you start

Connect a Meta ad account to the workspace. One connection serves every Tapper product, so if Meta Ads is already connected for Tapper Block, Lift reads that account too. See Connect Meta Ads.

What Tapper Lift reads

Once a day, Lift reads each connected account's campaigns, ad sets and ads, with their daily results. Reading changes nothing in the account. Lift then runs its checks on the new day.

Lift waits in these cases:

A newly connected account gets its first recommendations only after Lift has read its recent history.
If the day's data from Meta has not arrived, Lift writes no new recommendation for that account that day and closes none. Its open recommendations are held back until the data arrives.
If the account cannot deliver ads, for example because Meta has disabled it, Lift runs only the account health checks.
Lift leaves an ad set alone while Meta is still learning on it, while it has fewer than 7 days of spend in the last 28 days, and while its campaign has spent nothing for 3 days. The learning checks and the new launch check still run.
Lift raises performance recommendations only on campaigns, ad sets and ads that Meta is delivering. Something Meta rejected, is reviewing or reports an issue on gets a review recommendation instead.
When results per click fall on most ad sets at once, Lift treats it as a tracking problem. Until results recover, and for 7 days after, it runs only the checks that do not read results.

What Tapper Lift looks for

Area	What Lift looks for
Spend and cost	Ad sets that spend with no results. Ad sets that pay more per result or per lead than similar ad sets. Ad sets and retargeting that miss your target cost or ROAS. A bid cap, cost cap or ROAS goal set too loose. Budget that can move from a weaker ad set to one with cheaper results. Prospecting results that come from past buyers.
Tracking	Results per click that fall suddenly. Events that stop reaching Meta, drop sharply, arrive in batches, are too rarely sent from the server or match few people. Clicks with no page loads recorded, a sign the pixel may be missing. Ad sets in one campaign with different attribution settings. Meta breakdowns that return no data.
Account health	A spending limit or prepaid balance close to running out. An ad account Meta has disabled or flagged.
Structure and learning	Campaigns that mix funnel stages, and a stage that takes a share of spend outside its range. Overlapping ad sets that could be combined. Ad sets with too few results for Meta to learn, or stuck in learning. Audience segments that are not set up, so Meta cannot tell new from past customers. Old Advantage+ shopping campaigns that Meta will pause. New ads and ad sets with setup problems.
Funnel	Ad sets that buy link clicks when few of those clicks load the page. A falling page load rate. Click rate, landing page, product page or checkout steps that lose more people than similar ad sets. Retargeting spend that reaches new people.
Reach and frequency	People who see the same ads too often or too rarely for the plan. Reach that stops growing while spend holds or rises. A rising cost per 1,000 people reached. Placements that take spend without results, cost more per result or get little attention.
Creative	Ads wearing out: falling click rate, conversion rate or hook rate, the share of people who watch the first 3 seconds of a video.
Review	Campaigns, ad sets and ads that Meta rejected, is reviewing or reports an issue on, one recommendation per campaign.

Where recommendations show

In the sidebar, open Lift, then Recommendations. Meta recommendations are on the Meta tab, beside Google Ads and TikTok. A recommendation about a campaign, ad set, ad or placement names that level: Campaign, Ad set, Ad or Placement.

If the workspace has no Meta ad account, the Meta tab has a dashed outline and reads Connect. Click it to connect one.

Lift's Results page also has a Meta section: campaign performance down to ad sets and ads, placements, age and gender, and results by audience type. If you have more than one Meta ad account, pick one with Meta account.

Business details for Meta

In the sidebar, open Lift, then Business details, then Meta. The Meta area has three tabs. On Stage map and Workspace targets, if you have more than one Meta ad account, pick the account at the top with Ad account.

Accounts

The Meta ad accounts Lift reads, one row each. Click Connect another account to add one. If none is connected, Meta reads Not connected in the list of areas, and the tab offers Connect Meta.

Stage map

Lift judges each ad set against the job it does in your funnel. The stage map lists every ad set of the account, grouped by campaign, with these columns: Ad set, Stage, Decided by, Why, Audience split and Spend, last 7 days.

Stage is Top of funnel, Middle of funnel, Bottom of funnel or Retargeting.
Decided by says who set it: Tapper's classifier, From a naming rule or Set by you.
To change a stage, select ad sets or whole campaigns and click Set stage. Pick the Funnel stage, then click Set stage in the dialog. Your stage wins over the classifier. Clear override removes a stage you set.
To set stages from the names you already use, click Naming rules. A rule gives a funnel stage to every ad set whose name contains a text you choose. Check what matches before you apply it.

Nothing on the stage map changes your Meta ad account.

Workspace targets

What good looks like on the ad account. Every Meta check reads these targets, so a figure here changes what Lift calls a problem. Amounts are in the account's own currency and nothing is converted. The tab has these groups:

What a result should cost: a target cost for each Meta action type.
The account-wide targets: target return on ad spend, target cost per lead, the CRM stage that counts as qualified and the brief type.
How often one person should see an ad: impressions per person per 7 days, per funnel stage and brief type.
How the budget should be split: the share of spend each funnel stage should take, the most that may go to existing customers, and whether budget may move between campaigns.
Creative and language: what Meta may change about a creative, and the languages expected on the account.
Leads and quiet periods: dates nothing should be judged against, and whether leads get a call.

When you change a target, a bar appears at the bottom of the page: click Save to keep your changes, or Discard. Until you save targets, every Meta check compares the account with its own similar ad sets instead.

How you act on a recommendation

Most Meta recommendations are changes you make yourself in Meta Ads Manager.

Open the recommendation

In the list, click Review on the recommendation.

Make the change in Meta Ads Manager

Click Open in Meta Ads Manager. It opens in a new tab. The recommendation names the campaign, ad set or ad to change, under Where to find it.

Mark it as done

Back in Tapper, click Mark as done and confirm. The recommendation moves to the Done tab.

If a recommendation does not fit the account, click Dismiss, with a reason. You can dismiss only that card, or stop the check on the whole ad account. On a placement recommendation you can also choose Kept for reach, so Lift stops raising that placement on the account. Mark as done and Dismiss are also in the menu on each row of the list.

Fixes on Meta

Your Tapper team can turn on fixes for a Meta ad account. On that account, a recommendation that names its change says Fix in the list instead of Review. The fixes are:

Pause an ad set or an ad.
Cut an ad set's or a campaign's daily budget.
Move part of a daily budget from one ad set to another.
Tighten a bid cap, cost cap or ROAS goal.
Remove Audience Network from an ad set whose placements you chose by hand.

Open the recommendation and click the fix. The confirm shows what will change. Once you confirm, Tapper makes the change in Meta, and the card shows the values before and after. A fix never raises the account's total budget or loosens a cap. While an ad set the fix touches is still learning, nothing is sent.

To undo a fix, click Revert this fix on the card, then Revert. Revert keeps working even after fixes are turned off for the account.

If Meta gives Tapper read-only access to the account, or cannot be reached, the card says so and you make the change in Meta Ads Manager. On every Meta ad account where fixes are not turned on, Lift changes nothing.

Who can do what

Role	What they can do
Owner and Admin	Connect Meta ad accounts, see recommendations, apply fixes, revert them, mark recommendations as done and dismiss them, and edit Business details.
Manager	See recommendations, apply fixes, revert them, mark recommendations as done and dismiss them, and edit Business details.
Viewer	Cannot open recommendations.

See Settings for roles and Tapper Lift for how Lift works across platforms.