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...
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...
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,...
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...
Most of what you select in Meta's audience targeting isn't a hard rule — it's a suggestion Meta's algorithm can and often will override if it predicts better results elsewhere. That's true of Advantage+ audiences, and it changes how you should think about detailed targeting...
If your Meta ads CPM has always run high — not spiked suddenly from a previously normal level, but simply been expensive from day one — that's a different question than a market-driven spike, and it usually comes down to one of three things: the...
Audience saturation is a real mechanic in Meta advertising — but it doesn't apply the same way to every campaign, and assuming it's the cause without checking your specific audience type is how advertisers end up fixing the wrong problem. If your campaign ran well...