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...
Over-retargeting is a real, common mistake — and it's made worse by the fact that it's sometimes taught directly by the marketplaces themselves. One seller running CPAS ads for a Shopee store followed Shopee's own official seller training, which recommended retargeting for 180 days. The...
Whether to optimize directly for Purchase or start further down the funnel depends less on how new your account is and more on how common the product itself is. Common, mass-market products benefit from Meta's learning across other advertisers selling similar things. Niche products don't...
Audience Network is a placement most advertisers should manually exclude, even though doing so costs a few points on Meta's Advantage+ compliance score. One real account saw budget quietly shift to 30-40% going to Audience Network — a placement that should typically sit around 1-2%...
Custom audiences are still fully relevant in 2026 — using them for exclusion or retargeting does cost you some points on Meta's Advantage+ compliance score, but it doesn't disqualify a campaign from being Advantage+, and partial compliance performs perfectly well. Custom audience targeting hasn't become...
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...
A single 7-day retargeting window catches people who are ready quickly — but not everyone who's genuinely interested decides that fast. A staggered retargeting structure, following up again at later, distinct time windows with different messaging, keeps the door open for people who need more...
A meaningful share of what gets labeled "junk leads" is actually a setup problem, not a targeting problem — the wrong lead magnet or the wrong capture method plays a role too, but a well-built lead form can filter out a lot of the wrong-fit...