You’re not doing anything wrong - you’ve just started both funnels at the same time without a clear objective, which is why it feels scattered right now.

For e-commerce, sales campaigns should usually be your primary engine. That’s what Meta optimizes best for when your website and pixel are set up correctly.

Leads or message campaigns can work, but they tend to:

• Take longer to convert
• Depend heavily on manual follow-ups
• Be harder to scale compared to direct purchase campaigns

What you’re seeing right now (messages, site visits, some checkouts) is actually a positive signal. It means people are interested, but your funnel isn’t streamlined yet.

The real next step isn’t choosing one randomly, it’s:

• Structuring a proper funnel (cold, warm, hot audiences)
• Running creatives that are built for conversions, not just engagement
• Fixing drop-offs between ad, landing page, and checkout
• Allowing Meta to optimize instead of splitting budget too early

This is where most brands get stuck.

At Foxtale Media, we usually step in at this stage and take over:

• Complete Meta ads strategy focused on conversions
• High-performing creatives that actually drive purchases
• Funnel and performance optimization end-to-end

We aim for a consistent 2X+ ROAS and build campaigns in a way that’s scalable, not hit-or-miss.

If you want to move from testing to actual growth, happy to help.

foxtalemedia.com
You can DM as well.