Why 'It Depends' Is the Right Answer

When you ask a question, I get it. You want a clear answer. A rule, a template of some kind, or maybe a shortcut. But then someone like me gives you the least satisfying response possible: “It depends.” And you hate that.

I get it. You’re looking for direction, not nuance. You’re running ads right now, and you want to know what to do and what to expect. Not next month. Not in theory. Today and right now.

But I’m telling you, “It depends” isn’t a cop-out. It’s not vague. It’s not avoiding the question. What you might not realize is that “It depends” isn’t the end of the conversation. It’s the beginning of the right one. Because unless we know the variables, we’re not solving anything. That one-size-fits-all answer you’re hoping for doesn’t exist. Context is everything.

Let me show you what I mean.

Someone asks, “What should I expect for a cost per lead?” Well, it depends. What are people getting in exchange for their information? Are they subscribing to a free PDF, or are they requesting a quote for a kitchen remodel? The cost of these two types of leads could be wildly different. The value of those leads would also be very different. That changes what you’d be willing to pay.

How about another question: “Should I restrict by age and gender?” Well, it depends. Are you just guessing that your ideal customer is 35 to 44? If so, that probably isn’t necessary, especially if you’re optimizing for a purchase. Or are you getting flooded with junk leads from the wrong demographic? If that’s the case, maybe you should restrict.

Or what about, “Which attribution setting should I use?” That depends too. What’s your goal action? Is it a purchase, a lead, or something else? How long does the customer journey take? A day or up to seven? Is it something that can happen multiple times?

It also depends on your targeting. Are you targeting broadly, or are you remarketing? It depends on your results. How do your results break down by attribution setting? What volume of conversions can you generate with your budget?

It depends.

But let’s zoom out for a second. This isn’t just about Meta ads. It’s about how you approach this entire process.

You need to understand how things work and why. What is the algorithm good at? Where does it struggle? What’s your actual role in the process?

There are nearly infinite factors that impact your results. Costs, performance, profitability. These are all driven by things you can’t always see. Yes, there are best practices. But what works for me may not work for you. And what worked last year may not work today.

That doesn’t mean give up. It means stay aware of what can happen and why.

Think about all the potential variables that affect performance: brand size, brand reputation, product quality, industry, price point, target audience, competition, seasonality, budget, goals. Every one of those factors matters. They change how the algorithm behaves. They influence what creative works. They determine how patient you can afford to be.

So when you look at a competitor who’s doing something and supposedly getting amazing results, and you try to copy it, you’re not just copying a strategy. You’re copying something built for a different context. And honestly, you don’t even know if their results are real.

That’s why understanding matters more than mimicking. That’s why we say, “It depends.” Because we know the environment. We know the algorithm. We know the signals that matter. And we know that every account is different.

We use that knowledge to build a smart foundation. We stay flexible. Nothing is guaranteed. And the moment you start thinking there’s one right way to do things, you’re heading down the wrong path.

So here’s the bottom of the glass.

If you’re frustrated by the answer “it depends,” you’re probably looking for rules that don’t exist. This platform isn’t simple. It’s powerful, flexible, and unpredictable.

Your job isn’t to memorize what worked for someone else. Your job is to understand the variables, test what works for you, and remain flexible.

So yeah, it depends. And that’s not a weak answer. It’s the most honest thing I can say.