A longer retargeting window feels like it covers more bases — more time to catch someone who eventually comes around. In practice, a 60 or 180-day window is usually longer than it needs to be, and a 7 to 14 day window does the actual...
Most Meta ads funnel advice assumes you need three stages — top, middle, and bottom of funnel. In practice, two tiers cover what that three-tier structure is trying to accomplish: prospecting, aimed at reaching new people, and retargeting, aimed at converting the people who've already...
A CTR below the commonly used 1% reference point looks like a problem on paper — but not if what happens after the click is strong. Some ads are genuinely unremarkable to look at, unlikely to win a creative award, and still perform extremely well,...
A rising CPM feels alarming because it's the most visible, most-discussed number in Meta advertising — but it's not the metric that actually tells you whether a campaign is working. Cost per result is. A CPM that's been climbing for weeks can mean nothing is...
Roughly half of what makes a Meta ads campaign perform is the ad itself. The other half is everything that happens after someone clicks. This is worth sitting with, because it's easy to assume every underperforming campaign is a creative problem — when the ad...
Going from a 0.5% CTR to 0.75% looks like a small, almost forgettable change — a quarter of a percentage point. Read as a relative number instead, it's a 50% increase in clicks for the same spend. That difference in framing matters, because a campaign...
There's no universally correct answer to campaign budget versus ad set budget — if one were strictly better, Meta wouldn't offer both. The real question isn't which one is superior, it's how much control you want to keep versus hand over to the algorithm. And...
If your Meta ads campaign is spending — just not enough, say $20 a day against a $100 budget — auction competition is a common cause, even with a well-sized, broad audience. A bid cap can help Meta compete harder for those auctions, but the...