If your top-of-funnel exclusion setup only excludes website visitors, there's a real gap: people can click, like, or comment on your ad without that action ever registering as a tracked website visit. Website-visitor exclusion alone misses these people entirely — they keep seeing your prospecting...
Most ecommerce advertisers pick one prospecting format and stick with it — either individual product ads or catalog-based category ads. Running both, in parallel, gives prospecting more surface area than either one alone, and each format is genuinely doing a different job. 📺 This structure comes...
If you're running Meta ads for a shop on Shopee, Lazada, or Tokopedia through CPAS (catalog ads synced from your marketplace shop), there's one setting that quietly undermines conversions more than almost anything else in the campaign: choosing Website as the destination instead of App. 📺...
A frequency slightly above the typical benchmark isn't automatically a problem — the same way a rising CPM or a below-benchmark CTR isn't automatically one either. If frequency ticks up a bit but CTR, CPM, and the conversion steps further down the funnel are all...
There is a literal, direct way to cap Meta ads frequency — and for most advertisers, it's not worth using. The real answer to "can I control frequency" is both yes and no: yes, through a specific objective most businesses shouldn't run, and yes in...
"Learning Limited" means Meta's system has decided your ad set isn't going to reach the roughly 50 optimization events it needs within a 7-day window under its current setup — and it's worth treating as a real signal to act on, not just a status...
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...
Excluding converted customers and leads from your prospecting campaigns is one of the most basic hygiene rules in Meta advertising — but how long that exclusion should last isn't universal. A default of 30 days is a reasonable starting point for most accounts, but the...