Imam

[Imam @devulll]

@mauritsneo Let me use your card on my ads and we split the points?

[Barry Hott ☄️ @binghott]

Not a tinfoil hat thing, @herrmanndigital! Very simple, but alsooo get comfortable, strap yourselves in:

Meta was counting all conversions after any clicks on an ad as conversions until ~March 16th. (Clicks to pause a video, clicks to read comments, clicks to like a post, etc)

Meta is optimized to take credit for as many conversions as it can.

Meta's optimization doesn't care if those conversions were caused by those ads or if they just took credit for them by getting them after "clicks".

Meta's machine learning algorithm is extraordinary at targeting in-market users.

Meta knows what users are in-market and most likely to buy.

Meta knows this from actions users take on your website annnnd on other websites.

Meta's system knows which cheap clicky ads are easiest to deliver to those warm users. (If you let it!)

Meta delivers cheap clicky ads to high-intent users so it can easily steal credit for tons of "conversions" (that were actually driven by other sources).

Meta doesn't care whether or not it caused the conversions (and whether they're incremental) or not.

Meta only cares that it can take credit for it.

Many of those clicks were not valuable or high-intent clicks, but they look like it in reporting.

Check your link clicks vs clicks (all) and CPC vs CPC (all)

Many advertisers have formed their opinions about "what works" with creative but in reality all they learned is what clicky highly-branded ads work at getting non-incremental "conversions" from warm users and existing customers instead of actually driving value/impact.

Nooooow, Meta is only counting conversions after link clicks since ~March 16th.

Sooooo, in order for it to take credit for many of those same "conversions" Meta had to shift delivery to ads that weren't just getting clicks, but getting actual link clicks.

Getting link clicks is typically harder and more expensive than getting cheaper in-platform clicks.

Before: it favored ads with cheap in-platform clicks.
After: it has to favor ads with cheap link clicks.

This has caused a few problems for advertisers:

1. Meta had to focus more on link clicks instead of all clicks, so that means traffic increasing (including clickbait and mis-clicks), CPC's dropping, and CVR plummeting for some advertisers.

2. If it's harder for Meta to get conversions (or "conversions") for you now, your costs increase (that's just how their relevance/auction system works).

Accounts that were advertising with the most real incremental impact were hurt the least.

Accounts with the least incremental impact were hurt the most.

Factors that relate to the most pain in the past month, but not exclusively:

1. Bigger brands

2. Brands with more traffic from sources other than Meta, like other ad platforms, high-intent search ads/organic, etc

3. Accounts using minimal or zero customer/visitor/engager exclusions, especially for brands with high repurchase rates

Things to consider changing/improving if this has been happening to you:

1. Exclude all customers and/or RECENT visitors/engagers (but less necessary if you do #2...)

2. Use Incremental Attribution optimization and reporting: Meta uses its powers to get you more actual incremental conversions rather than just click-attributed "conversions"

3. Revisit and re-study your creatives, some old "losers" might actually be hidden winners.

4. Conversion lift studies for free in Meta's Experiments tab and/or incremental lift tests from 3rd party platforms

5. Book a call with me and I can help you better understand all of this

I don't think Meta understood (or cared) how much this would impact some advertisers.

Meta's system is probably still adapting, and it may not improve for advertisers who don't adapt with it.

I hope you found this valuable, I'd love to hear your thoughts, experiences, and opinions.

[Imam @devulll]

@anthonywclaude Need ai videos made, dm.

[Imam @devulll]

@mateuszg2025 Let us all know if you find a good alternative.

[Imam @devulll]

@maa7ik dm

[Imam @devulll]

@denisyurchak Had the same happen on Airwallex, first they said they don't know what iban it is and it's neither theirs or their partners, but later after pressing and pointing them to the right partner, they were able to reverse the transfer. Took a few weeks though.

[Imam @devulll]

@umzrs image

[Imam @devulll]

@binghott Edit ad -> scroll down -> at 80% on the way there "publish edits" appears with no edits made. Related media also not enabled. Comments / likes dissapear from the preview. What's going on?

[Imam @devulll]

@lukasenECOM will fix itself next couple days dw

[Imam @devulll]

@lukasenECOM https://t.co/7Ce0CQPZVJ

[Imam @devulll]

@jlarkin353 Yes. Since the 28th last month a bit, since 1st of April a lot. Worst performance in over a full year.

[Imam @devulll]

@ArijanJanes 20

[Imam @devulll]

@calumnolan_ wait on the new 5k 27" high refresh rate monitors coming out this year, LG UltraGear 27GM950B

[Imam @devulll]

@mannybarbas_ Do you add ads into existing ad sets or just new adsets? I tested it out and doesn't seem to reset adset learning phase but maybe new learning phase for each new adset is better?

[Imam @devulll]

@itsliellevin @EcomKostnchko_ You planning on posting again this year?

[Imam @devulll]

@mikefutia NANO

[Imam @devulll]

@zakburgers Better way nowadays, create custom review widget to put on your store, send email traffic there, have them select stars, IMPORTANT: have them confirm their selection, open up text field for 1-3 stars, for 4-5 tell them they can earn a refund and have a cta lead to trustpilot.

[Imam @devulll]

@itsliellevin The knowledge base you create also helps create automatic comment responses on platforms like commslayer/brandwise. Up to you if you want it auto-approved or just drafted and requiring manual approval. I prefer the latter.

[Imam @devulll]

@itsliellevin Add as many VA's as you need to bring down response time, babysit for a week making sure they understand how to use CN trackings, finding last mile & POD etc. The spreadsheet will help keep everything organized.