Reels CPM runs ~40% below Feed — but converts at roughly half the rate CPM = cost per 1,000 impressions. CVR = conversions / clicks. Placement breakdown, 29 accounts, Advantage+ placements on: — Feed …
You need ~10 creatives in to find 1 scalable winner — plan the test budget around the strike rate Winner = a creative that holds target CPA at 3x its test spend. Strike-rate study, 500+ tested creativ…
Retargeting ROAS collapses ~55% after the 14-day window — most budgets sit in the dead zone Retargeting = ads to people who already engaged. Window = days since their last visit. Decay curve, 27 accou…
Front-loading daily budget by 9am wastes ~12% vs letting Meta pace the full day Pacing = how Meta spreads budget across 24 hours to hit the cheapest auctions. Dayparting vs standard pacing, 18 account…
Broad targeting now matches or beats 1% lookalikes on CPA in ~60% of accounts Lookalike = audience modeled on your existing buyers. Broad = age/geo only, let the algorithm find buyers. Head-to-head, 3…
Your breakeven ROAS is 1 / gross margin — and most buyers scale at the wrong number ROAS = revenue / spend. Gross margin = (price − COGS) / price. Margin-to-ROAS map for common DTC margins: — 70% marg…
