Reducing cost per purchase isn't the only way to improve ROAS. Increasing average order value (AOV) — how much each customer spends per transaction — moves ROAS just as directly, without touching acquisition cost at all. One client went from roughly 5x ROAS to 7-8x...
Before assuming your Meta ad is banned, restricted, or glitching, check one thing: the date range selector in the top right of Ads Manager. This single, easy-to-miss setting is the most common reason a campaign that was spending fine yesterday appears to show zero impressions...
AI tools can process Meta ads data faster than doing it manually — pulling numbers together, spotting patterns, summarizing what changed. What they can't reliably do is make the actual strategic call, because that call usually depends on context the data alone doesn't contain: the...
Meta's own guidance often suggests simplifying: put prospecting and retargeting into one automated campaign and let Advantage+ handle the allocation. In practice, this frequently works against the retargeting side specifically — combining both audiences under one delivery strategy can prevent retargeting from reaching the higher...
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...