Advertisers blame Meta when their leads are low quality, pointing to the algorithm exploiting weaknesses like age range or placements to get cheap conversions. But the real problem with lead quality usually has nothing to do with Meta or your ads. Jon explains why your follow-up process, email deliverability, sales…
I realize many advertisers swear by it, but remarketing rarely makes sense now. Those who use it do so carelessly. Here's what I mean.
Today's question is why campaigns stop working after two or three weeks when the ads generated sales initially and there's no ad fatigue. Meta starts by showing ads to low hanging fruit, the people most likely to convert, which often includes your remarketing audience even with algorithmic targeting. Jon explains…
Creative diversification sounds great in theory, but most advertisers take Meta's recommendations too literally and waste time creating 20 ads at once that never get shown. There's a smarter way to approach creative diversity without overwhelming yourself or your budget. Jon explains how to stack creative diversity in phases using…
What if you could submit a separate image and video for a single placement in the spirit of creative diversification? Flexible Format is close, but not good enough.
Today's question is about when to use multiple campaigns instead of a single Advantage Plus campaign structure, especially when it comes to separating cold traffic and retargeting. Remarketing happens naturally through algorithmic targeting now, so splitting it out is usually unnecessary. Jon explains the specific situations where multiple campaigns or…
Meta spent years taking control away from advertisers, discouraging them from restricting targeting or removing placements, so launching Value Rules seemed like a confusing contradiction. But it actually makes perfect sense when you understand what the feature does. Jon explains why Value Rules are one of his favorite tools, how…
Meta needs a detailed log of attributed conversions. Not all conversions, like in Events Manager. Ads Manager conversion reporting is far too generic, and details could prevent confusion and solve discrepancies.
Today's question is about the easiest and most cost-effective way to set up server-side tracking and the Conversions API. The website pixel alone isn't reliable anymore due to privacy laws and browser settings, which means incomplete data and bad optimization. Jon explains why you need the Conversions API, the simplest…
Meta's creative testing tool launched in 2025, but most advertisers either aren't using it or completely misunderstand how it works. The old approach of creating separate campaigns and ad sets for testing has serious flaws that this tool solves. Jon explains why the creative testing tool should be part of…
Can Meta make up conversions? It's a common claim when results seem inflated. While conspiracy theories are easy to believe, start with the most likely explanation.
Are you having issues with the creative testing tool? I originally assumed user error, but I've heard from several advertisers who aren't getting expected impressions on test ads.
Meta introduced 83 changes to advertising in 2025, making it nearly impossible to keep up if you weren't paying close attention. Three updates stood out above the rest and completely changed how advertisers should approach their campaigns. Jon breaks down the year of Andromeda, the creative testing tool that finally…
Instead of restricting by age, gender, or placement, you should apply value rules. Learn more about how you can use value rules to solve problems here: https://www.jonloomer.com/rules.
While the instinct may be to test constantly, I contend it's best to take a hands-off approach when you're getting good results.
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 with Meta's defaults, when to switch to 1 day click only, and…
The standoff between Meta and EU regulators is finally over, but it's at a cost. Users now have a third option to opt into sharing less personal data in exchange for less personalized ads.
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 multiple layers that reveal what's really happening. Jon explains how to use attribution settings, breakdowns, and…
Did Meta turn off your ad? If your ad suddenly turned off and you're positive you didn't touch anything, there's an explanation.
When did Meta update Quick Views? It was originally for saved searches, but now it includes columns, sorting, breakdowns, and attribution.
Some advertisers have spotted a new creative enhancement called Website Highlights. Here's more on where you'll find it and what we know about it so far...
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 results. Jon explains how to thread the needle between too simple and too complicated, and why you…
There are two hidden geographic breakdowns in Ads Manager that are disabled by default: DMA Region and Comscore Markets. Here's what you need to know...
Special Ad Categories were originally ineligible for Advantage+ Audience and Advantage+ Detailed Targeting. That has changed.