Author: Jason Gan

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…

Most Meta ads funnel advice assumes you need three stages — top, middle, and bottom of funnel. In practice, two tiers cover what that three-tier structure is trying…

A rising CPM feels alarming because it’s the most visible, most-discussed number in Meta advertising — but it’s not the metric that actually tells you whether a campaign…

Roughly half of what makes a Meta ads campaign perform is the ad itself. The other half is everything that happens after someone clicks. This is worth sitting…

Going from a 0.5% CTR to 0.75% looks like a small, almost forgettable change — a quarter of a percentage point. Read as a relative number instead, it’s…

If your Meta ads campaign is spending — just not enough, say $20 a day against a $100 budget — auction competition is a common cause, even with…

If your Meta ads campaign won’t touch its daily budget — you set it to spend $100 a day and it’s spending nothing — that’s almost always a…

The most common mistake in Meta ads targeting isn’t picking the wrong audience — it’s adjusting the audience too early, before the algorithm has had a real chance…

Meta’s ad delivery system reads your ad — the video, the images, the text — and matches it directly to people showing related intent, independent of the audience…

Custom audiences aren’t a single tool — they’re two, doing opposite jobs. The same underlying data (people who visited your website, messaged you, or engaged with your content)…