Kyle Stanger

Founder @ Boys Get Sad Too 👕 Passion for helping people🕺E-commerce 💻 & my dog 🐶

[Kyle Stanger @KyleStanger_]

@codyplof @harrydelmege_ Need deets too

[Kyle Stanger @KyleStanger_]

@harrydelmege_ @Rustamjohn1 How can I get in contact with you Harry?

[Kyle Stanger @KyleStanger_]

@CJSlattery We need this journey on a podcast!!

[Kyle Stanger @KyleStanger_]

@CJSlattery Some story, you should be massively proud. Never give up is the motto!

[Kyle Stanger @KyleStanger_]

@rokhladnik Uk too?

[Kyle Stanger @KyleStanger_]

@CJSlattery Phil the 🐐

[Kyle Stanger @KyleStanger_]

@benradack If all the metrics are looking good? But add to cart is high & CPA is high - would you let it run?

We are finding ads that are performing amazing across all metrics but CPA & ATC

[Kyle Stanger @KyleStanger_]

@oliverwhudson PLAYBOOK

[Olly Hudson @oliverwhudson]

We ran a multi-cell conversion lift test with Meta.

Partnership ads alongside BAU creative vs BAU only.

800 incremental conversions vs 520
CPA: $25.63 vs $39.34
ROAS: over 10x stronger

One change. Identity layer added.

Here's why it works.

When you run an ad from a creator's identity, Meta doesn't treat it as a variant of your existing creative. It reads it as a signal from a different entity. That unlocks a new audience pool the brand account can't reach on its own.

Same hook × different creator = new creative
Same format × different identity = new creative
Same product × different persona = new creative

Most brands running creator content never get here. They're paying for UGC, watching CTR tick up, and missing the actual mechanism.

Identity is the multiplier at the top of the creative diversity pyramid. And it's the first lever to pull when first-time impression ratio drops below 10%.

We've put together our full Partnership Ads Playbook covering how to find and brief the right creators, how to structure the workflow inside Ads Manager, how to use FTIR as a leading indicator, and when to pull partnership ads as your first response to audience saturation.

Retweet this post and comment PLAYBOOK and I'll send it over.

[Kyle Stanger @KyleStanger_]

@antonioventre Over what period?

[Kyle Stanger @KyleStanger_]

@ashvinmelwani Seeing the same. Looked promising at the start but fizzled - have been running for best part of 4 weeks

Performance on it in the last week has been diabolical we had to turn it off

Didn’t notice a huge lift in net new even at a 90day look back

[Kyle Stanger @KyleStanger_]

@rokhladnik Spoke to our account manager - he was shocked that I suggested something was up. Said he had heard performance was down, but no outages from meta 👀

[Kyle Stanger @KyleStanger_]

@kamal_razzak Swipe

[Kyle Stanger @KyleStanger_]

@ashvinmelwani Do you not find that cost caps limit your Net New Reach? We find out Net new slide whe we move to cost caps…?

[Kyle Stanger @KyleStanger_]

@kamal_razzak Would love to test 💪🤝

[Kyle Stanger @KyleStanger_]

@ashvinmelwani @georgesttock UGC

[Kyle Stanger @KyleStanger_]

@oliverwhudson 2026

[Kyle Stanger @KyleStanger_]

@oliverwhudson Once you do patch it, how long would you say you have to invest in the incremental reach before you should see a Performance lift? Is it based on consideration period for the brand?

Other than CPMR & net new reach. What are the signals? Would you be looking at?

[Kyle Stanger @KyleStanger_]

@oliverwhudson @barkan99 When you say max exclusions - would you extend this to Video Views etc? Anyway to get the maximum amount of exclusions possible?

[Kyle Stanger @KyleStanger_]

@jameshyujinlee @KurtBullock @KurtBullock Trying to reach out via the text box on the website - is there a support email for withadsinsights?