Soocial For Good Ireland and I supported Cystic Fibrosis Ireland’s 65 Roses Day Campaign by optimising their Facebook ad account to ensure it’s set up correctly.  Our first step was to review the account setup, ensuring it was correctly structured with essential tools like the Facebook pixel and Facebook’s Conversion API for accurate tracking.

From March 21st to April 13th, we launched strategic campaigns, combining engagement and sales ads to drive both donations and event awareness. By adjusting the ad spend between these objectives, we maximized the campaign’s reach and impact, resulting in satisfactory  donations.

Additionally, we recommended a critical improvement—switching from a pop-up thank you message to a dedicated “Thank You” page URL to make tracking donations more efficient on both Facebook and Google Analytics 4.

A key learning was that Facebook ads require time to optimize due to factors such as the learning phase, algorithm adjustments and ad testing. As the account was relatively new, the cost-per-acquisition (CPA) was initially high at €80 in March. However, with ongoing optimization, the CPA decreased to an average of €24 in April, and as low as €8 during the peak donation period of April 11th to 13th, when 80% of the donations were made. 

With an average donation of €35, the 65 Roses Day Campaign had a total ad spend of €3,000 and generated 189 donations. This results in a total revenue of just over €6k