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March 19, 2025

Should You Count View Through Conversions?

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.

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March 18, 2025

What to Do About Targeting?

What should you do about targeting? Should you use detailed targeting or lookalike audiences? Should you go broad? If you optimize for any type of conversion, don't overthink it...

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March 16, 2025

Low-Quality Leads and Age Distribution

If you're running lead ads, whether with Instant Forms or website forms, do this. If you're getting low-quality leads, use the Breakdown by age and see how your budget is spent.

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March 13, 2025

Video Ads and Rewarded Video

If you run video ads that are optimized for ThruPlay views, use the breakdown by placement to see how much of your budget is spent on Audience Network Rewarded Video.

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March 12, 2025

The Case for Simple Meta Ad Campaigns

Many Meta advertisers overcomplicate their approach in the belief that sophistication leads to better results. Jon explains why the opposite is often true, outlining a simplified strategy that focuses on fewer campaigns, minimal ad sets, and limited customizations.

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March 11, 2025

Breakdown by Placement for Traffic Campaigns

I don't recommend running traffic campaigns. But if you do, make sure to check this breakdown to be sure you're not throwing away money.

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March 9, 2025

What is Signals Gateway?

You may see Signals Gateway in the Settings tab of Events Manager under Conversions API. It is a new option in addition to API Gateway. Here's what you should know...

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March 6, 2025

Test New Enhancements Turned Off

Has the ability to automatically test new enhancements in the Advantage+ Creative section of Advertising Settings turned off and the four previous options disappeared for you? You wouldn't be alone...

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March 5, 2025

Stop Blaming Meta for Your Results

Meta advertising conspiracy theories are a sign of lacking confidence. When results are poor, it's tempting to blame the platform rather than take responsibility. Jon explains why this approach is counterproductive and how to focus on the factors you can actually control.

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March 4, 2025

Why Are Meta Advertising Results So Erratic?

When Meta advertising results are inconsistent or erratic, it's easy to point the finger at Meta. But there are often reasonable explanations, particularly when we're dealing with small sample sizes.

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March 2, 2025

How Should You Approach Scaling?

How should you approach scaling now? This has been a common question since the beginning of Facebook advertising. But my recommendations to scaling have changed.

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Feb. 27, 2025

Should You Restrict Meta Ads Targeting by Age?

Should you restrict by age? It depends, and the answer isn't as obvious as it may seem. For more on when to break from Meta's defaults, read my blog post at https://jonloomer.com/defaults

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Feb. 26, 2025

Understanding How Meta's Algorithm Really Works

This one fundamental fact changes everything about Meta advertising - the algorithm is completely literal. It does exactly what you tell it to do, not what you actually want it to do.

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Feb. 25, 2025

Facebook Profile Feed Placement

Do you have the Facebook Profile Feed placement? Not everyone does. Here's how it works...

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Feb. 23, 2025

Right Column Placement Confusion

The Right Column placement is part of Feeds now... or is it? It is and should be, but some of Meta's documentation and flows are lagging, and they need to be updated.

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Feb. 20, 2025

Opportunity Score is Back

Opportunity Score was tested from April to October of last year, but then it disappeared for many of us. Now it's back, officially, as part of Meta's new streamlined Advantage+ campaign creation. Read more about these updates at https://jonloomer.com/advantage

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Feb. 19, 2025

When to Use Advantage+ Audience

When should you use Advantage+ audience targeting? While it's now the default option, there are specific scenarios where original audiences may be the better choice. Jon explains the limitations, strengths, and when each approach makes the most sense.

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Feb. 18, 2025

Audience Types for Advantage+ Catalog Ads are Going Away

Advantage+ Catalog Ads audience types are going away, so what should you do instead? Here's an option...

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Feb. 16, 2025

Is Advantage+ Leads an Improvement?

Advantage+ Leads is coming, but is it an improvement on what we already have? The question that needs to be answered: Will it result in more qualified leads? Read more about this update at https://jonloomer.com/advantage

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Feb. 13, 2025

Is it the End of Original Audiences?

Is this the end of original audiences? Meta's new streamlined campaign creation for Advantage+ Sales, App, and Leads objectives still allows for customizations. But you'll no longer need to switch to original audiences to do it. Read more at https://jonloomer.com/advantage

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Feb. 12, 2025

The New Role of Remarketing

While remarketing was once central to ad strategy, Meta now prioritizes these audiences automatically. Manual remarketing still has its place, but the results aren't what they seem.

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Feb. 11, 2025

Advantage+ Sales Replaces Advantage+ Shopping

Advantage+ Sales Campaigns are replacing Advantage+ Shopping, but what's changing is far more than just a name. Learn more at https://jonloomer.com/advantage

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Feb. 9, 2025

Change to Inventory Filters

Meta's making a change to Inventory Filters that is coming at a curious time, changing the default setting to Expanded. Here's what you need to know...

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Feb. 6, 2025

No More Existing Customer Budget Cap

The Existing Customer Budget Cap, found in Advantage+ Shopping Campaigns, is going away. If you want to replicate this cap, you'll need to do it with a manual sales campaign. Here's how...

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