The True Value of Estimated Action Rate in Ad Optimization

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Most Advertisers Overlook Estimated Action Rate

While they’re laser-focused on metrics like ROAS and AOV, they fail to understand that Estimated Action Rate is a more reliable metric for long-term ad success.

Estimated Action Rate is Meta’s way of predicting how likely users are to engage with your ad — and it directly influences your ad’s reach and cost.

Flip the Mindset: Optimizing for Estimated Action Rate should be a priority, because it predicts user engagement, lowers your costs, and improves your overall ad performance.

When you optimize for Estimated Action Rate, you ensure Meta’s algorithm sees your ad as valuable, which means better placement and premium inventory at lower costs.

What This Means for Strategy

Focus on improving your Estimated Action Rate by delivering high-quality, relevant ads to your audience.

Ensure that your creative is engaging, the offer is clear, and the call to action is compelling. The more likely users are to take action, the more Meta will prioritize your ad in its auctions.

By optimizing for Estimated Action Rate, you improve your ad’s user experience, which increases your chances of success across the board.

The Takeaway

Estimated Action Rate is a key metric that predicts future success, but many advertisers neglect it.

If you want your ads to perform well long-term, focus on improving this metric to lower costs and increase reach.

What it needs is a stable and predictable approach. Increasing spend just amplifies what’s already working. If your system isn’t solid, you’re just amplifying inefficiency.

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