Does a Higher CPM Mean You Should Spend More?

Today's question is about CPM being double in the US versus the UK and whether that means you should allocate double the budget. CPM varies by country due to competition, but higher CPM doesn't automatically mean worse perfor...

Meta provides no transparency about which specific images or videos perform best when using flexible format, related media, or AI generated creative. Breakdowns exist but share almost no useful detail. Jon explains why this l...

Today's question is about advertising expensive products with long buying cycles that fall outside the seven or 28 day attribution window. Should you run traffic campaigns instead of purchase campaigns if most conversions won...

Advertisers claim Meta steals credit for conversions that were actually driven by email or Google, calling conversion reporting vanity metrics. But attribution is messy and trying to assign single-source credit misses the poi...

Today's question is about the single most common point of confusion Jon wishes everyone understood about Meta ads. He can't pick just one, so he gives three. Jon explains why the algorithm being literal shapes everything, why...

Meta changed how click attribution works, and it's mostly for the better, but some advertisers might see a negative impact. Click-through conversions now require an actual link click, while social clicks and other engagement ...