Research
Research
Research and perspectives on creative, media and measurement, drawn from the accounts we run.
Research and perspectives on creative, media and measurement, drawn from the accounts we run.
Meta Algorithm
Meta Picks Your Winner in 72 Hours, on One Purchase
At 72 hours, the ad Meta goes on to fund has a median of one purchase, and 37% have zero. More data does not make Meta's pick more profitable.
Meta Algorithm
Meta Does Not Push More Spend to Your Higher-Engagement Ads
Across the brands we manage, engagement explains 0.07% of where Meta puts spend, and a jump in likes buys no extra budget the next day. Meta funds sales.
Creative
A Few Ads Carry Every Meta Account. Your Best Ad Fades in 90 Days
The top 10% of Meta ads take 64% of a typical month's spend, and that is normal. The risk is turnover: your #1 ad fades within three months.
Measurement
New Meta Accounts Should Run the Least Accurate Attribution
New Meta accounts should start on the loosest attribution setting, even though Meta's own incremental model backs only about 68% of the revenue it reports.
Account Structure
Meta Overfits Your Account to One Buyer, So Your Ads Stop Scaling
Meta overfits your ad account to one buyer. One brand we audited reached 16.7M people at frequency 20. Why Meta ads stop scaling, and how to fix it.
Creative
Meta's Ad Supply Grew Nearly 3x Faster Than Its User Base
Meta's ad impressions grew 107% from 2020 to 2025 while daily active people grew 38%. Each person now sees about 50% more ads. Here is what to do.
Account Structure
How to Set Up Partnership Ads on Meta: Our Campaign Structure
Partnership ads on Meta stayed live 1.89x as long as other ads, at about the same cost per sale. Here is the campaign structure we use, setting by setting.
Meta Algorithm
Meta Picks Your Winner in 72 Hours, on One Purchase
At 72 hours, the ad Meta goes on to fund has a median of one purchase, and 37% have zero. More data does not make Meta's pick more profitable.
Meta Algorithm
Meta Does Not Push More Spend to Your Higher-Engagement Ads
Across the brands we manage, engagement explains 0.07% of where Meta puts spend, and a jump in likes buys no extra budget the next day. Meta funds sales.
Creative
A Few Ads Carry Every Meta Account. Your Best Ad Fades in 90 Days
The top 10% of Meta ads take 64% of a typical month's spend, and that is normal. The risk is turnover: your #1 ad fades within three months.
Measurement
New Meta Accounts Should Run the Least Accurate Attribution
New Meta accounts should start on the loosest attribution setting, even though Meta's own incremental model backs only about 68% of the revenue it reports.
Account Structure
Meta Overfits Your Account to One Buyer, So Your Ads Stop Scaling
Meta overfits your ad account to one buyer. One brand we audited reached 16.7M people at frequency 20. Why Meta ads stop scaling, and how to fix it.
Creative
Meta's Ad Supply Grew Nearly 3x Faster Than Its User Base
Meta's ad impressions grew 107% from 2020 to 2025 while daily active people grew 38%. Each person now sees about 50% more ads. Here is what to do.
Account Structure
How to Set Up Partnership Ads on Meta: Our Campaign Structure
Partnership ads on Meta stayed live 1.89x as long as other ads, at about the same cost per sale. Here is the campaign structure we use, setting by setting.
Insights, posted daily
Short reads on what we're seeing across the accounts we run, posted to LinkedIn and X.
Peter Quadrel · 6dHigher AOV Gets You To 8 Figures, Cheaper SKUs Get You Past It
Most brands think the conversion rate drop cancels out a higher AOV. Your conversion rate does fall when you raise AOV, but it rarely falls far enough to cancel out the bigger orders.
Peter Quadrel · 1wYou Have 40 Ads Running But Meta ONLY Sees 1
A brand we work with had one format that performed. Every other format lost, because the pixel only had purchase data on that one look and starved anything unfamiliar before it could earn its first 20 purchases.
Peter Quadrel · 1wMost People Think Meta Ads Use One Algorithm. It Actually Runs on 10
Every placement ranks content with its own system. Meta publishes separate AI system cards for 10 content feeds across Facebook and Instagram, including Feed, Reels, Stories, Video and Explore.