BUSINESS QUESTIONS

help to discover the advertiser’s business priorities, business type, etc. that help to advise on

relevant treatments (sometimes the leads are passed with irrelevant or insufficient information

for wrong solution)

• What are the key goals of your (your client’s) business? What are your short-term goals?

Long-term goals?

• What is the business problem you're trying to solve?
• How does Facebook/Instagram fit into your strategy for next year?
• What deadlines are you currently up against?
• Are you happy with the way your business currently performs?
• Who is your customer? Who is your target audience?
• Why is this a priority for you now?
• What kind of improvements are you looking for?
• What impact does a single purchase/lead have on your (your client’s) business?
• [Agency] What kind of clients do you service? Do you have a specific niche/vertical?

MARKETING QUESTIONS

• How does your business measure success?
• What is your business objective?
• Who is your target audience?
• Do you struggle with [measuring the results/bringing back customers/leveling your

customers up/upscale/etc.]?

• What deadlines are you currently up against?
• What is the key metric or ROI you are trying to achieve?
• What one or two metrics are the most important ones you track? Why?
• What is the ideal outcome of your marketing efforts?
• When checking on your Ads manager, I have noticed that you have spent …$ in the

previous months. Are you planning to stick to or increase this budget in the future?

• How does spend from this year compare to last year?
• What percent of the advertisement budget do you spend with Meta? What are your

main reasons to spend an advertisement budget on other platforms?

• What marketing events are you participating in this year?
• [Agency] What is your client hoping to accomplish in the next year?

TECHNICAL QUESTIONS

• Are you supporting this website on your own or do you have a developer?
• Is there anyone else you think I should speak with?
• Are you aware of our today’s call agenda?
• Has your Marketing Pro provided you with enough information on today’s

implementation/optimization or do you want me to briefly outline the major benefits?

• Do you have access to your website’s backend/platform dashboard?
• Are you managing your Events manager/Ads Manager?
• Do you have Business Manager access?
• How satisfied are you with the performance data that you receive through your current

tracking setup?

• What is the most important action a user can take on your website? making a

purchase/filling in lead form/calling/etc.?

• Could you define and show me [on the website] the steps directing a user to this result?
• What are the supporting actions that a user might take on your website?

Contact/subscribe/call/etc.?

• Have you ever used Google Tag Manager/Amazon Web Services/Stape before?
• How soon can we begin [implementation]?
• Do you struggle with [operating in the Ads Manager/Events Manager/creating Custom

and LAL campaigns/updating Catalogue/etc.]?

• Do you have any challenges regarding your Facebook tracking you would like to discuss?
• What deadlines are you currently up against?
• How well do you feel prepared for the upcoming changes to third-party cookies in most

browsers? 

• How proficient do you feel about the differences between Pixel and Conversion API? Do

you want me to elaborate a bit on them?

• Are there any particular obstacles that can hold us back from implementing

[CAPI/Pixel/Catalogue]?

• Is budget a barrier in solving this problem/implementing the solution?
• [Agency] Do you operate your client’s resources in full? Do you have access to website

and budget?

• [Agency] Have you ever connected [Pixel/CAPI/Catalogue] for any other clients before?
• [Agency] Have you with other web platforms before?
• When is the best time to follow up on this work?

INSIGHTS QUESTIONS

• What is working well for you on Facebook?

• Do you have any challenges regarding your Facebook tracking you would like to discuss?
• You must be advertising on other platforms. How does your experience differ?
• What are the roadblocks and challenges you've had or foresee with Facebook?
• I would like to give you an opportunity to point out some improvements on Meta

platforms.

• What changes if needed would you like to see as an advertiser on Meta platforms?
• Do you want to point out any of your notable experience with us?
• What percent of the advertisement budget do you spend with Meta? What are your

main reasons to spend an advertisement budget on other platforms?

• Do you see any good policy with other advertisement platforms that you wish could

Meta implement?

• Do you see better cost per result or better quality of lead with other advertising

platforms and what do you think the reason could be?

• What do you think was biggest challenge for your business last year? What challenges

do you expect in the upcoming year?

• Has the introduction of IOS14 and/or GDPR with Cookie Consent managers posed a

significant challenge for your Facebook tracking?