The Four Traits of Successful Advertisers

After 13+ years of working with Meta advertisers, Jon has identified four key characteristics that separate successful advertisers from those who struggle. It's not about tactics. It's about your approach to complexity, change, learning, and more.

Advertisers often misunderstand what campaign objectives actually do. Jon explains why saying you're running a "sales campaign" or "traffic campaign" is misleading.

Your performance goal influences everything about Meta ads delivery: Who sees your ads, quality of results, which placements are used, and more. Jon explains how the algorithm interprets each goal and why some lead to far better outcomes than others.

Most advertisers have misconceptions about how Meta attribution actually works. Jon covers four key aspects that explain why your Ads Manager results rarely match your backend data.

Meta's click attribution works differently than most advertisers understand. Jon explains what actually counts as a "click" and how to select the right attribution windows for different campaign types.

View-through conversions are often misunderstood or completely ignored in reporting. Jon explains when they provide real value versus when they're giving Meta undeserved credit, and how to properly evaluate them based on campaign type and audience.