How I use it
Meta creates demand rather than capturing it, which makes creative the main lever and the audience layer mostly a delivery hint. The measurement job is the hard part: with modelled attribution and short click windows, the honest read comes from holdouts and blended efficiency, not from platform-reported ROAS taken at face value.
Measurement
Meta Pixel plus Conversions API, aggregated event measurement, geo holdout tests.
Watch out for
Platform-reported ROAS overstates contribution — validate against blended and holdout data.
Primary intent
Demand creation and prospecting at scale
Targeting
- Broad and advantage+ audiences
- Interest and behaviour segments
- Custom audiences and lookalikes
- Placement and creative-format control
Best for
- Consumer brands
- Impulse and low-consideration products
- Creative testing at volume
- Retargeting
Use cases
Let's Connect
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