Your tracking will tell you which audiences you’re reaching, which audiences you’re missing out on and which audiences are driving sales. You can then use those insights to refresh your ads, remarket to those missing audiences and reallocate budget to those campaigns that are generating sales. Segment your audiences Best practice for Facebook advertising is to segment your audiences based on the B2B marketing funnel. If you’re not sure what this looks like, then you can segment into 3 sections: top, middle and bottom. The Inbound Marketing Playbook / 31