Chris Marrano’s Post

When it comes to Meta's ad performance, there's a critical gap and blind spot in attribution across the funnel: 🔹 Top of the Funnel: Meta often underestimates its own performance, sometimes missing metrics by 4-10x in Ad Manager. If you rely solely on their data, you might not see the true impact of your efforts at this stage. 🔹 Bottom of the Funnel: On the flip side, Meta tends to over-credit itself here, painting an overly optimistic picture that can lead to wasted ad spend. While Meta pushes to allocate more budget here, results often fall short without the right measurement. Key Takeaway: Meta performs best at the top of the funnel, provided you have a robust measurement strategy in place. 📈 By leveraging accurate insights, you can align ad spend for maximum ROI. #DigitalMarketing #AdStrategy #MetaAds #FunnelOptimization

I just audited an account spending $650k/mo on Meta. One mistake has impacted their profitability YoY. Updating creatives too frequently. While their ad spend remained flat YoY, the brand had increased the number of ads in their account by 2X. Why? DTC brands understand that creative is the biggest lever they can pull to achieve scale. This means they produce ad creative in high quantities. Many believe that simply testing a large quantity of ads per month is the goal but the constant churn of ads is resetting learning at the ad level. DTC brands need to take to take the time to understand WHY each ad is a winner or loser and dig into the data rather than focus on the next batch of creatives to inform your creative strategy moving forward. Look at every element of the ad and extract key learnings. Most importantly, track these learnings to inform creative strategy and ensure your teams are aligned. #ecommerce #dtc #paidsocial #meta

When you're being told that there are active "tests" in your ad account - are there? 🧐 Lately we've been lucky enough to talk with some great businesses, usually because they're not overly happy with their Meta Ads performance and want us to take a look. The first thing I ask is "are you actively testing?" and they almost always say yes. Cool. Good. You should be. Then they give me access and christ on a bike, no, no you're not 😅 Testing in Meta should not look like this 👇 1 campaign 1 broad ad set 100+ ads of all shapes & sizes All you're doing is throwing money at everything and hoping something sticks, I dread to think how much money you've flushed with this approach 🫠 If you want to know how it should look (and it's not rocket science btw), message me and I'll share because I'm nice like that. If anyone wants an account audit ahead of BFCM we'll do it free of charge and live on a screen share, let's make it conversational! Hit me up 🏔🚀 And remember, just because a campaign is called 'test' doesn't make it a test, paper doesn't refuse ink and all that 😅 #meta #paidmedia #agency #performance

🚨 Meta's Latest Feature is Pausing My Best Performing Ads 🚨 Meta's new feature, Automatic Adjustments, is causing more harm than good. Instead of helping me focus on the highest-performing ads, it’s been pausing them—yes, the ones driving the most purchases at the lowest cost! This is a real hit to campaign momentum, especially when we need to keep the top-performing ads running to maximize results. It feels like we’re taking a step back instead of enhancing ad performance. I’ve already disabled Automatic Adjustments to regain control over my campaigns and keep my best-performing ads running. Anyone else feeling the frustration with this new update? Drop your thoughts below! #facebookads #meta #performancemarketer #growthmarketer #ecommerce

🚀 **Big News in the Ad World!** 🚀 Meta is shaking things up, and it’s about time! They've revamped their advertising algorithm to focus on conversions happening within just one day after ad clicks. Why? To bring razor-sharp accuracy to your ad conversions and foster trust among advertisers. But here’s the kicker: this could make your current ad performance stats look less impressive in the short run. 📉 But let's look at the silver lining—yes, ad prices might rise, but this tweak is about quality over quantity. The aim is to provide clearer insights and real value over misleading metrics. Meta's commitment to genuine engagement is a game-changer for any business aiming for true measurement integrity. It’s a bold move that promises that tempests will indeed clear up, leaving a clearer, more trustworthy advertising landscape. 💡 So, what do you think? Will this shift build your confidence in Meta’s advertising platform or steer you to explore other avenues? Share your thoughts below! 👇 #MetaUpdate #DigitalMarketing #AdConversions #Transparency #SocialMediaMarketing

Struggling with Meta Ads? Let’s Get Real. Okay, let’s just cut to the chase here. You’ve thrown money at Meta ads, hoping for a magic bullet, and got… nada. You hired an agency, crossed your fingers, and still, nothing. Frustrating, right? Here’s the deal: The problems you’re facing with Meta ads won’t just vanish because you’re scared to invest again. If you’re still spinning your wheels, stuck with the same issues that made you try ads in the first place, then we need to talk. A Few Hard Truths: Consistency is Everything: Meta ads aren’t a one-hit wonder. It’s about making consistent, strategic moves and building your skillset. I’ve been at this game for over eight years, testing and tweaking like a mad scientist. Testing Isn’t Optional: If you threw a few hundred bucks at Meta ads and didn’t get results, it’s not because Meta’s broken. It’s because you didn’t put enough skin in the game. You’ve got to keep testing—offers, creatives, targeting—until you hit that sweet spot. Adapt or Get Left Behind: Meta is a moving target. What crushed it last month could bomb today. Staying on top of the game is key. Your Offer & Creative Matter. A LOT: If your offer doesn’t grab attention and your creative doesn’t stop the scroll, you’re done. Period. And yes, it’s basic, but you’d be amazed how many people overlook this. Patience Wins the Race: I’ve seen solid returns by being patient, running experiment after experiment, and refining strategies. Meta advertising can be a goldmine, but only if you’re willing to stick it out and fine-tune your approach. Got questions? Drop them below—I’ve been through the ups and downs of Meta ads and am here to share what I’ve learned. Let’s get your ads working like they’re supposed to! #MetaAds #MarketingSecrets #MarketingSolutions #OnTapDigital

Meta's algorithm can be a real head-scratcher, especially when you're juggling a limited budget and struggling to see results. Here's the thing: Meta is laser-focused on delivering the goals you set for it. Want more sales? It'll find you customers. Craving clicks? It'll deliver cheap traffic (but not necessarily qualified). Aiming for reach? You'll get your message in front of a massive audience. But here's the catch: Meta needs data to work its magic. It uses machine learning to optimize your campaigns, and for that, it needs a 𝐦𝐢𝐧𝐢𝐦𝐮𝐦 𝐨𝐟 50 𝐜𝐨𝐧𝐯𝐞𝐫𝐬𝐢𝐨𝐧𝐬 𝐩𝐞𝐫 𝐚𝐝 𝐬𝐞𝐭, 𝐩𝐞𝐫 𝐰𝐞𝐞𝐤. Think of it like needing enough ingredients to bake a cake; without them, you're left with a messy scramble. So, what happens when you don't have enough conversions? Meta gets creative (not in a good way) and starts optimizing for the next best thing it can measure, which might not be what you actually want. This can lead to: 1. Frustrating performance: Your ads might not be reaching the right people, leading to wasted spend. 2. Guesswork: Meta is basically flying blind, making decisions based on limited information. 3. Inaccurate attribution: It becomes difficult to understand which ads are truly driving results. The solution? 𝐂𝐚𝐦𝐩𝐚𝐢𝐠𝐧 𝐜𝐨𝐧𝐬𝐨𝐥𝐢𝐝𝐚𝐭𝐢𝐨𝐧. This means combining all your budget into one campaign instead of splitting it across multiple ones. This strategy helps you pool your conversions, allowing Meta to learn and optimize more effectively. Stick with this approach until you reach 100 weekly conversions, then you can start considering splitting things up again. For bigger brands: Be mindful of how much you segment your campaigns and conversion events. Dividing your audience and goals into too many tiny pieces can lead to the same data and attribution issues faced by smaller businesses. Experiencing erratic performance, inaccurate attribution, or just plain bad results? This could be why! If you need help decoding the data and boosting your ad efficiency, leave a comment or DM me directly. #metaads #metaadvertising #performancemarketing Image credit: http://surl.li/rbyub

Two Meta Ad mistakes I see when brands are just starting out at around $1-2K per month are: > Using ASC+ (Advantage Shopping Campaigns) without enough data > Having a prospecting campaign run on CBO rather than ABO If you’re testing ASC+ and you’re not getting at least 50 sales per week, Meta may not have enough data to successfully find you customers at a reasonable CPA. You’ll be better off putting that budget into a generic broad testing campaign and focusing on creative from the start. Using CBO (campaign budget optimisation) when you’re first testing will not work as well as ABO, as you lack control over where the budget is spent, and generally the spend will go towards the largest audience group in your adset, not necessarily the more engaged niche audience that might gain you better results. I’ve done multiple tests only to find that every time, ABO (asset budget optimisation) wins. The budget still often skews in the wrong direction without our intervention. Its important to find the right balance between your tweaks and letting machine learning take over. #mediabuyer #metaads #adagency #marketingagency

In the past year, I’ve seen firsthand how Meta Ads have transformed. Being adaptable is the key to progression. 🔑 What’s Changed? Meta’s (finally) stepped up its game with new features - like site links, letting us include multiple landing pages in a single ad. Attribution is still quite unclear, but success with Meta Ads is still achievable - just with a bit more finesse. 🪄 Our campaigns are not all about driving direct sales anymore; we're capturing valuable email leads too. 📧 By sticking to strict KPIs, I've managed to remove personal bias (to an extent, I'm not a robot 😉) and focus on data-driven decisions. Lately, I've been diving into more interest-based targeting. With so many advertisers relying on the automated Advantage+ management, there's a real opportunity to get ahead by working manually to beat the machine. 🦾 Creative testing has become a collaborative effort across our teams. Recently, with creatives made in the last two weeks, we outperformed everything we'd been running for the last 3-6 months. Talk about a new standard! 📈 If you’re looking to up your game, I can’t recommend Panoramata enough for competitor research and ad insights. It’s been a fantastic first research touchpoint for me. 🔎 💡 Final Thoughts: Success on Meta is totally within reach. With the right strategies and a bit of experimentation, you'll find the system for you. #PaidSocial #DTC #Ecommerce #FacebookAds #MetaAds

If someone says making a Meta ad account bigger is as easy as following "5 easy steps," let's make it clear 🚫 No, making ad accounts bigger isn't about following a 5, 6, or even 7-step process. 👷♂️ Yes, making ad accounts bigger is HARD WORK. It involves a lot of testing, trying different things, looking closely at data, and changing your creative strategy many times. There's no magic formula here. Each ad account, each business has its own challenges and needs. Using the same strategy for everyone? That just doesn't work. Want to know how we made this personal care brand go from 0 to 1.5 Crore per month? Connect & Comment 'Scale' and I will share the case study! #mediabuying #performancemarketing #metaadvertising #metaads #adscrey