Matt

Agency Owner helping ecommerce brands grow. Sharing behind-the-scenes of growing brands + running my agency & ecom ventures 🚀

[Matt @matuniox]

@tomik99 🇵🇱

[Matt @matuniox]

@ron_ecomm Yep, MTA first click. It's about 10% better than tROAS was (I just confirmed). We have a lot by the way, over 250 pieces of content.

[Matt @matuniox]

@alexgoughcooper We launched this last week in an ad account for bfcm and it's the top performer for the last 7 days. Still rips!

[Matt @matuniox]

@visegrad24 @Reuters ‼️

[Matt @matuniox]

@ron_ecomm whats the profit margin on this?

[Matt @matuniox]

@jforjacob @EcomMame Do you load up your ad sets with ads with this setup?

[Matt @matuniox]

@austin_rief @ShaanVP agree

[Matt @matuniox]

@rabahrahil Daily 🤯

[Matt @matuniox]

@rokhladnik @binghott Going to give this a go this week. Thanks!

[Matt @matuniox]

@rokhladnik @binghott How much are you guys bidding down?

[Matt @matuniox]

@binghott @rokhladnik @juliencmalet And meta is rolling this out to show more conversions

https://t.co/YWS4vIKuqJ

[Yiqi Wu @yiqiw_]

Meta’s update in the worst possible moment! Meta will start counting more conversions starting November 12, 2026.

Meta is rolling out a Pixel feature that recovers conversions it currently can’t see. The purchase is matched on the customer’s device, using the email they gave you plus temporary device data. Meta is only told that a purchase happened and which campaign gets credit.

It turns on automatically for any dataset already sending events however you can opt out in Events Manager.

Should you opt out?

I wouldn’t opt out by default.

Here’s what you’d want to do:

1. Export Meta-attributed purchases next to Shopify paid orders, by day, for the last month.
2. Track the ratio of Meta-attributed sales to actual orders
3. Keep your server-side tracking/CAPI active

If the recovered conversions are accurate, purchases your ads drove are finally getting counted. If Meta also uses them for optimization, delivery gets better signal.

You would want to opt out there if your numbers stop matching the orders and you can’t figure out why.

[Matt @matuniox]

@allenwalton @bot I hate that the connector posts as the user too 😒

[Matt @matuniox]

@binghott Here's the post btw

https://t.co/AaHmG863Js

[Rok Hladnik @rokhladnik]

Seeing Meta shift more spend toward Engaged audiences instead of New?

Even with unchanged exclusions?

We’ve seen a similar pattern across most of our subscription based brands that we manage.

It started around September 20, and hasn't recovered yet.

Tighter exclusions didn’t clearly help.

Meta is also changing the audience controls in the ad set settings, but we haven't confirmed that's the cause.

Anyway, make sure to watch actual new-customer CAC alongside the audience split.

[Matt @matuniox]

We have one account now (higher AOV) that's been doing this for the last 4 or so week.

Historically a large majority of spend would go to new customers but over the last 4 or so weeks that's changed.

We added more exclusions last week but that hasn't made much of a difference. This week we're going to try to bring more TOF video creatives in, remove statics with sales messaging, and maybe exclusions for site visitors.

I think @rokhladnik mentioned seeing this in his accounts recently too.

[Matt @matuniox]

@binghott Yep I meant the same thing, new audience vs engaged audience.

[Matt @matuniox]

@JacobCanfield @buffalofink 😭💀

[Matt @matuniox]

@jordanmenard @Jason______A lol i'll keep you posted.

[Matt @matuniox]

Yeah, perhaps. I still think it could get a comparable result, but fair point.

Pretty cool use case though: I’m launching a supplement brand and was actually going to DM you to see if you knew any manufacturers you could intro me to.

Ended up having Grok find potential manufacturers and email them in batches over a few days. We’ve narrowed it down to three that look like they can handle the manufacturing.

[Matt @matuniox]

@jordanmenard @Jason______A I was going to reply agreeing with you (which I do to an extent) but that is a perfect use case in which I think an AI one would excel in.