Major channels
Facebook Ads inside a cross-channel plan.
Facebook Ads and Instagram Ads are the same integration. Realvertising connects once to Meta, with one access token and one adapter, then makes separate decisions about Facebook placements, Facebook creative and Facebook's share of the budget. What differs from Instagram is the decision, not the connection: which share of Meta's budget Facebook Feed and Marketplace carry, and which creative ratios and fatigue windows they get.
What Facebook Ads does well
Meta's delivery system is good at finding demand in the Facebook feed, Marketplace and Audience Network, and Advantage+ placement will move impressions to whichever surface responds to the event you send it. Realvertising does not second-guess that placement auction.
What the Growth Brain adds
- Facebook placements are reported apart from Instagram, so a surface that accumulates spend without revenue recorded after it is visible rather than buried in a Meta total.
- Feed and Marketplace creative is built at the right ratio from your brand asset system and rotated on a fatigue schedule.
- Conversions API events carry CRM stage and collected value instead of raw lead counts.
- Suppression lists keep existing and refunded customers out of prospecting audiences.
- Facebook's share of budget is set against every other channel on recorded margin, inside the Campaign Constitution's limits.
Meta reports Facebook and Instagram under one campaign total; the attribution service keeps the two placement sets apart under your own rule, and the finance system reports revenue collected after each.
Managed objects
What is coordinated on Facebook Ads
- Facebook placement allocation within Meta campaigns
- Conversions API events and deduplication keys
- Custom audiences built from CRM segments
- Feed, Marketplace and Story creative variants
- Customer suppression and exclusion lists
One action, in full
The model separates Facebook placements from Instagram placements inside a single Advantage+ campaign, then calls the attribution service and the business metrics service for revenue recorded after each placement set. It reports that Facebook Feed takes a larger share of spend than of recorded revenue and proposes a placement-level split, which waits for your approval because the campaign is marked protected.
Platform truth vs business truth
Ranked by platform ROAS, Google wins and LinkedIn is last. Ranked by margin, that order is exactly reversed. Neither column is wrong — they answer different questions, which is why the product refuses to collapse them into one score.
| Campaign | Platform | Attributed | Margin |
|---|---|---|---|
| PMax — Annual plansGoogle | 5.1× (highest) | 3.8× | 2.7× |
| Prospecting — ES/DEMeta | 3.4× | 4.6× | 3.9× |
| Video — FoundersTikTok | 2.1× | 3.2× | 2.8× |
| ABM — Mid-marketLinkedIn | 1.8× | 3.7× | 4.1× (highest) |
Adapters
What each network actually permits.
Capabilities differ, and the adapters say so rather than forcing a parity that does not exist.
Adapter capabilities
| Capability | Meta | TikTok | Microsoft | ||
|---|---|---|---|---|---|
| Create and update campaigns | supported | supported | supported | supported | supported |
| Budget changes | supported | supported | supported | supported | supported |
| Creative upload | supported | supported | supported | supported | supported |
| Server-side conversions | supported | supported | supported | supported | supported |
| Conversion adjustments | supported | supported | not supported | not supported | supported |
| Customer-list audiences | supported | supported | supported | supported | supported |
| Offline outcome import | supported | supported | not supported | supported | supported |
Capabilities differ per network and the adapters say so rather than pretending otherwise. Forcing false parity is how an integration page becomes a support ticket.
Other channels
Every channel competes for the same objective.
Google Ads
Performance Max keeps bidding. The Growth Brain sets its budget, its conversion goal and the audiences it may not spend on.
Meta Ads
Advantage+ keeps exploring creative and audiences. The Growth Brain decides the signal it trains on and the budget it gets.
Instagram Ads
Instagram shares the Meta adapter with Facebook. Separate creative ratios, separate placement reporting, one connection.
TikTok Ads
Smart+ keeps optimising delivery. The Growth Brain feeds it qualified-customer events and decides how much TikTok gets.
One goal. Every channel. Real business truth.
Connect your ad accounts, say what a good customer is worth, and let the Growth Brain work the objective inside limits you set.
No ad spend commitment · Connect one channel to start · [email protected]