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...
If you're running a low-traffic or niche ecommerce account and your website-visitor retargeting campaign isn't spending, the audience itself may simply be too small — and it's often smaller than you'd expect, even after accounting for tracking improvements. This is a specific, common problem for...
If you're running Meta ads for an ecommerce store and don't have a dedicated cart abandonment retargeting campaign, that's a near-instant sale being left on the table. People who added something to their cart have already made the decision that they want the product —...
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...