Season 11

Today's question is whether you should use 7 day click, 1 day click, or 1 day view for attribution. The best attribution setting depends entirely on what you're promoting and who you're targeting. Jon explains when to stick w...

Advertisers either oversimplify results by only looking at conversions and cost per conversion, or they get lost obsessing over secondary metrics like CPM and CTR that don't actually matter much. But conversion results have m...

Simplified campaign construction is the foundation of good Meta advertising, but there are legitimate exceptions where complexity is necessary. The problem is knowing when to add complexity versus when you're hurting your own...

Advertisers get stuck planning the perfect campaign with 20 or 30 ads across different personas, messaging angles, and formats, only to watch Meta spend most of the budget on one ad after weeks of preparation. But all that up...

Advertisers blame Andromeda when their results tank, treating it like a boogeyman algorithm that destroyed their performance. But most don't even understand what Andromeda actually is or how it works. Jon explains what this a...

Conspiracy theories about Meta advertising spread because most advertisers don't understand how things actually work, making them vulnerable to believing anything. Jon challenges you to invest time learning Meta's actual mech...

Advertisers want clear rules, step-by-step checklists, and universal solutions they can apply to fix their campaigns. But Meta advertising doesn't work that way, and demanding certainty means missing where real solutions are ...

Advertisers list every campaign detail when their results tank, like objectives, ad sets, targeting, placements, and creative counts, hoping the right setting will fix everything. But obsessing over the "how" of Meta advertis...

Experienced advertisers who've spent millions often blame Meta when results tank, but they're missing something crucial. Jon explains why humility might be the most overlooked trait in advertising and why new advertisers ofte...

When ads stop working, most advertisers tweak targeting or try new campaign structures. But there's a static list of things that actually matter, and it never changes. Jon walks through the exact troubleshooting process you s...

Advertisers resist every Meta automation because they want control over targeting, budget distribution, and creative enhancements. But this resistance isn't just about performance. Jon explains why clinging to control will ma...

Adding a new ad is supposed to restart the learning phase, but Jon discovered it doesn't always happen. This revelation has him rethinking everything about what the learning phase actually means and why advertisers fear it un...

Social media is full of advertisers blaming Meta when their results tank, creating what Jon calls the "bottomless pit of despair." They try every tactic and strategy except examining the things that actually matter. Jon expla...

Remarketing used to be 90% of Jon's budget, but it's mostly unnecessary now. However, there's one very specific business model where remarketing still makes perfect sense. Jon explains this exception and exactly how to set it...

Meta says performance drops 45% when frequency hits 4, but advertisers obsess over this metric without understanding the context. Jon explains why frequency isn't the villain you think it is and when a high frequency might ac...

The Meta ad auction isn't just about who bids the most. It's a complex system weighing three critical elements that determine which ads get shown and at what cost. Jon breaks down how the auction really works and why obsessin...

Meta now offers two types of attribution: standard and incremental. With machine learning models predicting which conversions were actually caused by your ads, this sounds great in theory. Jon explains what incremental attrib...

Meta keeps talking about "creative diversification" as the new key to advertising success, replacing the old focus on targeting. Jon breaks down what this actually means with Andromeda's launch and why you need to abandon the...

When ads aren't working, most advertisers blame Meta or obsess over targeting and placements. But there's one fundamental question they never ask. Jon explains why this single question changes everything and where you should ...

Following someone's advice step-by-step without understanding why is dangerous for your advertising. Jon explains why copying strategies word-for-word leads to trouble and what you should do instead to build your own best pra...

A $5 cost per lead means nothing without knowing what happens after the form submission. Jon breaks down why value per lead is what actually matters and explains the critical questions you should be asking when your leads are...

When advertisers ask for clear rules about costs per lead or attribution settings, they hate hearing "it depends." But that's not a cop-out. Jon explains why this answer is actually the beginning of the right conversation and...

Nightmare clients who micromanage your strategy and expect miracles can cost you more than they pay you. Jon outlines the five priorities to consider when vetting potential ads clients, including why the wrong client is worse...

If you're still segmenting audiences, split testing lookalikes, and restricting age and gender like it's 2017, you're making your results worse. Jon explains why most targeting inputs are now just suggestions and where real t...