Open any Meta forum and you will read the same funeral notice: lookalike audiences are dead, Advantage+ killed them, just upload a list and let the machine run. It is half true and dangerously incomplete. Lookalikes did not die. Their job changed. Meta now folds the...
Advantage+ Audience is the most misunderstood setting in Meta Ads. Half the advertisers think it ignores everything they type. The other half think it is just broad targeting wearing a new name. Both are wrong, and both lose money because of it. This setting quietly...
There is a fight that splits every Meta advertiser into two camps. One side swears by precise interest stacks: layer three behaviors, two job titles, a lookalike, and you have a clean audience. The other side throws everything open, lets the algorithm roam, and trusts...
Your ROAS says 4.0. Your boss is happy. But here is the uncomfortable question: how many of those sales would have happened anyway, without a single ad? That gap is what incrementality testing measures, and most advertisers never check it. They trust attribution,...
Open Ads Manager and you see one number bigger than the rest: ROAS. It feels like the verdict on your whole account. It is not. Platform ROAS is the most misread metric in performance marketing, because it counts sales Meta merely watched, not sales Meta caused. This...
