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A former Meta product manager just revealed that Meta’s Shops Ads performance metrics were inflated, by up to 19%. This isn’t a small rounding error. It was due to counting shipping and taxes as revenue and subsidizing ad placements to boost results. Now more than ever, marketers need to focus on real, business-level efficiency, not…
Meta’s Ads Manager now includes a new setting: Incremental Attribution. This option shows you conversion lift, basically, what sales wouldn’t have happened if your ads weren’t running. It works through holdout testing across geo-targeted areas, helping Meta figure out what’s actually incremental versus what would’ve happened anyway. What Is Incremental Attribution? Most attribution models hand…
Meta Ads Advantage+ is one of those tools that can seriously level up your ad campaigns on Facebook and Instagram. With a bunch of features designed to help you fine-tune your creative, it’s got something for everyone. But here’s the catch! Not all enhancements are created equal. Knowing which ones to use, when, and which…
Meta is finally giving us more insight into what’s actually working in our ads, and it’s long overdue. They just rolled out a new reporting feature called “Top Creative Themes,” which gives you a clearer picture of what types of messaging and visuals are performing in your account. Instead of relying on gut feel or…
Every few months, someone declares interest targeting is dead on Facebook. And sure, if you’re expecting it to drive the same ROAS as your best-performing ASC campaign, then yeah… it’s probably not going to. But that doesn’t mean it’s useless. It just means you’re expecting it to do something it was never built for. Interest…
TLDR: Facebook Ads have changed. If you’re still running campaigns the way you did a few years ago: splitting audiences into dozens of ad sets, manually adjusting bids, or over-segmenting your campaigns, you’re wasting budget and slowing down growth. Meta’s algorithm is more powerful than ever, but it needs data to work properly. And that’s…
Instagram is working on a separate app for Reels, trying to compete more aggressively with TikTok. Meta is banking on TikTok’s uncertain future and trying to capture users looking for a new short-form video platform. But let’s be honest—do people really want yet another app? We’ve seen Meta try and fail at this before (RIP…
Instagram is rolling out a new ad format called Testimonials, allowing brands to pay creators to leave endorsements in the comment section of their posts. Instead of producing full videos or photo content, creators can now write short, 125-character testimonials as a paid collaboration. The goal? Make influencer partnerships more seamless by integrating them directly…
Opinion from Elliot Tousley I still remember the exact moment I realized award shows just didn’t matter to me anymore. A few days ago, I was sitting in my living room in Charlotte, casually scrolling through Instagram, when I saw a headline about the Grammys. I thought, Wait, the Grammys were last night? Back in…
TLDR: Big changes are coming to digital marketing in 2025, and if you want to stay competitive, you’ll need to keep up. From Google’s rising ad costs to new players like AppLovin making waves, the game is evolving fast. 2024 set the stage with some major trends, but 2025 is where things are really going…
