Yoni Levy

Building a new growth advisory for consumer brands | ex-Meta, Head of DTC and Ecom Canada
Dad x3, fantasy football champ x4.

[Yoni Levy @MrYoniLevy]

Campaign bidding strategies & budget pacing for Meta ads.

In a tiny corner of the internet, among a few folks like me who need a more exciting social life, a discussion started about the differences between bid cap & cost cap (cost per result goal) campaigns on FB.

[Yoni Levy @MrYoniLevy]

@theisaacmed @GetContentForge Here for the learning. Love what you do. 🙏🏼

[Yoni Levy @MrYoniLevy]

@herrmanndigital Huge congrats David.

Nothing better. You're in for a hell of a joy ride. Cherish it. ♥️

[Yoni Levy @MrYoniLevy]

@ChereneAubert @couuor @NotZainAgain 😆😆

[Yoni Levy @MrYoniLevy]

@oliviaakory @MarkDonatelli Democratizing beauty, one pair at a time. 😎

[Yoni Levy @MrYoniLevy]

@oliviaakory 😆😆

[Yoni Levy @MrYoniLevy]

@Chandler_Mktg @MehtabKarta Excellent for brands where most conversions happen through ecom or owned retail, and PII match keys can be passed back to Meta via CAPI.

Incomplete when significant volume sits in Amazon, wholesale or large retailers. Geo lift is better for validating cross-channel impact here.

[Yoni Levy @MrYoniLevy]

@brenden_delarua 😆😆😆

[Yoni Levy @MrYoniLevy]

Tel Aviv ♥️

[Yoni Levy @MrYoniLevy]

@oliviaakory So well deserved! Keep trailblazing!

🚀🚀

[Yoni Levy @MrYoniLevy]

@KristinKupke Just a fun FYI: in Canada, we spell it “cheque” 🇨🇦

[Yoni Levy @MrYoniLevy]

@DaveRekuc @ShinghiD I'm in this camp.

Use them all.

[Yoni Levy @MrYoniLevy]

@andruyeung See you at homecoming tomorrow?

[Yoni Levy @MrYoniLevy]

@cmikulin I appreciate you, Chris. We should catch up soon.

[Yoni Levy @MrYoniLevy]

I'm speechless.

Honestly overwhelmed by the kindness coming at me from every direction. Texts, calls, comments. It means more than I can say.

This community is something rare.

Business building is a team sport. 🙏🏼

[Yoni Levy @MrYoniLevy]

Nine years at Meta.

I leave with deep gratitude. For the people. For the products. For the privilege of working alongside the sharpest marketing leaders and founders in the world on their biggest growth challenges.

What stays with me most is what I learned. About advertising and ad products. About building businesses and managing teams. About people. About myself.

Somewhere along the way, one lesson clicked harder than the rest. I could hire people smarter than me, with specialized skills I'd never have, and organize them around the highest-impact opportunities for advertisers and for Meta.

Executing on that one insight unlocked so much. Stronger teams. New performance advertising playbooks adopted globally. Measurement businesses could confidently act on. Sharper performance testing. Better results for the brands we served.

To the team I'm leaving behind: I'll be cheering you on, proudly and loudly, as you do even better things. You will.

To the people who taught me, backed me, partnered with me, and challenged me when I needed it: thank you. Most of what I'm taking with me, I learned from you. You know who you are.

As for me, there were posters on the walls over the years. Sayings that landed differently depending on the chapter. The one loudest right now: "What would you do if you weren't afraid?"

I'm going to spend some time with that one.

[Yoni Levy @MrYoniLevy]

I'm speechless.

Honestly overwhelmed by the kindness coming at me from every direction. Texts, calls, comments. It means more than I can say.

Olivia: thank you. You've been a friend and a sparring partner, and far too generous here. The pushing went both ways.

This community is something rare. DTC really is a team sport. 😉🙏🏼

[Yoni Levy @MrYoniLevy]

Oh, stop it you guys. 🥲

[Yoni Levy @MrYoniLevy]

Nine years at Meta.

I leave with deep gratitude. For the people. For the products. For the privilege of working alongside the sharpest marketing leaders and founders in the world on their biggest growth challenges.

What stays with me most is what I learned. About advertising and ad products. About building businesses and managing teams. About people. About myself.

Somewhere along the way, one lesson clicked harder than the rest. I could hire people smarter than me, with specialized skills I'd never have, and organize them around the highest-impact opportunities for advertisers and for Meta.

Executing on that one insight unlocked so much. Stronger teams. New performance advertising playbooks adopted globally. Measurement businesses could confidently act on. Sharper performance testing. Better results for the brands we served.

To the team I'm leaving behind: I'll be cheering you on, proudly and loudly, as you do even better things. You will.

To the people who taught me, backed me, partnered with me, and challenged me when I needed it: thank you. Most of what I'm taking with me, I learned from you. You know who you are.

As for me, there were posters on the walls over the years. Sayings that landed differently depending on the chapter. The one loudest right now: "What would you do if you weren't afraid?"

I'm going to spend some time with that one.

[Yoni Levy @MrYoniLevy]

@rokhladnik 🙏🏼

[Yoni Levy @MrYoniLevy]

There's a hierarchy to structured performance testing. Getting more from any channel isn't about testing more. It's about testing the right opportunities, in the right sequence, from foundation up.

Most brands start their testing programs with creative. New hooks, new formats, new angles. It feels productive. But it's testing the roof before you've checked the foundation.

Creative testing is critical, but it only works if ads reach the right people. Validating levers that impact ad delivery first, like funnel stage or optimization settings, has an outsized impact on performance and amplifies the results of creative testing.

That's because marketing strategy works as a stack: funnel stage and objectives at the base, optimization and attribution one level up, then bidding, then creative on top. If a lower layer is miscalibrated, creative testing alone won't fix it. You'll find "winners" that win inside a broken system.

Reminder, a “winner” maximizes your total incremental revenue. If meaningful revenue happens offline, through marketplaces like Amazon, or through major retailers, your measurement approach needs to account for that.

The best testing plans work from the bottom up:

Funnel stage: Measure the incrementality of each stage independently. How incremental is your prospecting spend vs. retargeting vs. retention? Validating this layer alone has redirected meaningful budgets for brands that assumed their allocation was sound. Prospecting undervalued, retargeting over-credited.

Optimization and attribution: Are you optimizing for the right conversion event? Value or volume? Are your attribution settings maximizing incremental results? For higher spending brands advertising across multiple channels, multi-cell tests at this layer often surface the biggest gaps between attributed and incremental performance.

Bidding: Cost goals, ROAS goals, bid caps, value rules. These only work correctly if the layers beneath them are sound. Test bidding strategies after your funnel allocation and optimization settings are validated.

Creative: You test creative. With the foundation in place, creative winners are real winners, not artifacts of a miscalibrated system.

You don't have to test these sequentially. Tests with non-overlapping audiences, different markets, or different funnel stages can run concurrently. That's how brands get to 15+ structured experiments per year without 15 separate test windows.

The brands that get this right don't just have better ads. They have a growth system that compounds: better measurement leads to better decisions, better decisions lead to faster, more profitable growth.

[Yoni Levy @MrYoniLevy]

@andrewfoxwell @TaylorHoliday @mbertulli @andrewjfaris @AaronOrendorff Best part of the Meta Marketing Prom are the people. 👊🏼

Great to finally meet IRL