the entire meta ads algorithm explained in 21 mins

Hey guys, Mark here. In this video, I'm going to be explaining how the entire Meta Ads algorithm actually works. A lot of people think that running ads on Facebook is just all random or that if your creative is good enough, then everything else will just magically fall into place. Well, running profitable ads

on Facebook is both an art and a science. The art is the creative, but the science is exactly what I'm going to be explaining in this video, how the algorithm actually works. And more specifically than a science, it's actually an equation. And this is the one equation that is actually going to determine how profitable your ads are

going to be. Now, before I break down this equation, I need to explain to you the four-step process that Facebook uses to actually show your ads, the one update that broke everybody's ad account, and at the end of this video, I'm going to put in a little something special to explain what this actually

all means and how the game really works. All right, so before we get too technical, this is what you have to understand. Facebook basically goes through a four-step process to determine which ad is going to show for any particular user. Every time somebody opens up their phone on Instagram and they scroll and see an ad behind the

means there's literally a 200 millisecond window where Facebook is doing all these incredible calculations and machine learning decisions to ultimately decide to put your ad in front of the user or somebody else's. So, in that one 200 millisecond period, there is literally tens of millions of ads that are competing for that one

impression. And these are the four steps right here. First, you have retrieval. Second is light ranking. Third is heavy ranking. And the final piece is the auction. So, let me break this down for you. So, first up is retrieval. Retrieval is the most data-intensive portion of this entire process because as I said, there's tens of millions of