New Requirements for Value Optimization
There are new requirements for value optimization. Meta recently expanded value optimization to include custom events and non-purchase standard events. Documentation on eligibility…
Value Optimization Non-Purchase Events
Value optimization for any non-purchase event? It’s coming, assuming you don’t have it already. Here’s what we know… The Announcement In a recent…
Value Optimization for Profit Margins
Meta’s testing Profit optimization… In a recent announcement about new conversions tools, Meta shared a new option for Value optimization that is in…
A Complete Guide to Meta Ads Attribution
Attribution, or how Meta gives credit to an ad for conversions, is central to advertising. But it’s more complex than just knowing the…
Use Value Rules to Improve Lead Quality
A common challenge among advertisers is running ads that maintain high lead quality. I’ve covered this topic many times. Value Rules, which are…
When to Use Value Rules
On my last video, I discussed my concern that advertisers will use Value Rules when they aren’t necessary. So, let’s discuss a plan…
Ad Copy and Creative Delivery and Optimization Meta Advertising Meta Advertising - General Targeting
The Illusion of Control in Meta Advertising
The bulk of complaints from Meta advertisers in 2025 center on the topic of control, or a lack of it. My biggest frustration…
Concerns About Value Rules
Meta started rolling out Value Rules, and I’m mostly excited about it. They give advertisers back some control when everything is trending towards…