Custom audiences are still fully relevant in 2026 — using them for exclusion or retargeting does cost you some points on Meta's Advantage+ compliance score, but it doesn't disqualify a campaign from being Advantage+, and partial compliance performs perfectly well. Custom audience targeting hasn't become...
The Meta ads learning phase is the period where the delivery system is testing different audiences and placements to figure out who's actually likely to take the action you're optimizing for. It applies to every objective — sales, leads, engagement — not just new accounts...
A single 7-day retargeting window catches people who are ready quickly — but not everyone who's genuinely interested decides that fast. A staggered retargeting structure, following up again at later, distinct time windows with different messaging, keeps the door open for people who need more...
A meaningful share of what gets labeled "junk leads" is actually a setup problem, not a targeting problem — the wrong lead magnet or the wrong capture method plays a role too, but a well-built lead form can filter out a lot of the wrong-fit...
Inside the Leads objective, Meta offers two different optimization goals — Number of Leads and Conversion Leads — and picking the one that sounds more sophisticated isn't automatically the right call. For most businesses, the simpler option performs better. What each one actually optimizes for Number of...
For lead generation built around Messenger, Instagram DM, or WhatsApp conversations, the objective you choose — Leads or Engagement — determines what kind of person shows up on the other end, and the two produce meaningfully different audiences even when the end goal looks the...
If Meta asks you to verify your identity before you can keep running ads, that's not a punishment and not necessarily a sign anything went wrong — it's becoming a standard part of running ads on the platform. Identity verification, typically a government-issued ID like...
Yes — for most businesses, Meta advertising is still worth it in 2026, and the reason has less to do with the platform being trendy and more to do with the audience already being there, ready to buy. New platforms come and go in the...