Blog

Meta ad hooks: how to win the first three seconds with visual, verbal and pattern interrupt hooks, measured by hook rate and hold rate, and a testing system.

Creative is the new targeting on Meta: since Andromeda, the ad itself signals whom to reach. Why creative diversity beats one perfect ad, and how to produce.

Facebook targeting myths checked against Meta and the data: precise targeting, the microphone myth, interest stacking, broad audiences and audience size.

Meta audience exclusions after 2025: interest exclusions are gone, custom audience exclusions remain. When to exclude buyers and how overlap really works.

Meta retargeting in 2026: what still works, from website and engagement audiences to frequency and sequencing, and why its ROAS overstates incrementality.

Meta lookalike audiences in 2026: still useful as suggestions inside Advantage+ Audience. Why the seed matters more than the percentage, and the 1% myth.

Meta Advantage+ Audience: only location, minimum age, language and excluded audiences are hard rules. The rest are hints. How to use it without being played.

Broad vs detailed targeting on Meta in 2026: interests became hints in Advantage+ Audience after the 2025 consolidation. Why broad usually wins, and when not.

Meta incrementality and GeoLift testing: conversion lift studies, holdouts, A/B tests and Meta's open source GeoLift to measure what your ads really add.

ROAS vs MER vs incrementality on Meta: platform ROAS counts sales Meta watched, not sales it caused. Contribution margin, MER and incrementality explained.

Meta attribution: click and view windows, default settings, standard versus incremental attribution, and why in-platform ROAS overstates reality.

Meta Event Match Quality: what the score measures, why a score under 7 hurts optimization, the parameters that feed it and how to push it above 8.