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Regarding #1 - Facebook conversion pixel (a JS script that has to be loaded the HTML header) solves the feedback loop problem.

https://developers.facebook.com/docs/reference/ads-api/offsi...

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Thanks. Quickly glanced over this page (I wasn't aware of this option, I admit) but can anyone tell me if the conversion pixel is just a tracker for conversion, or whether it actually affects ad serving? I know on google it does.

Anecdote: once had a Google advert that resulted in many more clicks, but another advert was served more. When I inquired about this, google staff explained that the other advert had fewer clicks, but resulted in more (or actual) revenue. I did not have to manually track the results of the campaign and adjust, it was adjusted for me.

You can optimize based on the expected rate of conversion.

Is there a native mobile equivalent for this? Identifying our FB ad cohort is a major problem when trying to calculate the effectiveness of our ad spend on FB.

Yes, there are dozens of preferred marketing developers who provide this service.

In my experience, Facebook actually has the best performing ads with respect to measurable financial objectives.

I think facebook's official mobile SDK will let you do this.

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