#reporting

6 notes tagged “reporting”.

• Analysing a Meta creative test beyond "variant B won"Dara Denney's method for explaining why an ad won — read the campaign then the top spender, tag format, creator, imagery/setting and messaging, ask which awareness stage the message reaches (scalable vs low-hanging-fruit messaging), add breakdowns and comparisons — plus the recurring Motion reports she runs.
• Meta audience segments — proving remarketing happens on its ownDefine engaged-audience and existing-customer segments in Meta's advertising settings, then use the audience-segment breakdown on sales campaigns to see how much budget already goes to warm people (often 10–30%+) — why separate remarketing campaigns are usually unnecessary and non-incremental, and how the breakdown underpins scaling and fatigue decisions.
• Meta's incremental attribution model — should you switch from standard?What Meta's ad-set-level "incremental" attribution model does (predicts which conversions the ad caused, and optimises for them) versus standard 7-day click / 1-day view / 1-day engaged-view, why results look worse after switching, and who should use it — Jon Loomer says most advertisers, Ben Heath says only larger advertisers with a customer base.
• The breakdown effect — judge Meta results at the ad-set level, not per adWhy per-ad and per-asset comparisons mislead on Meta (historical ROAS doesn't predict future delivery; low-volume slices; day-1 delivery ≠ day-8), so judge ad sets or CBO campaigns in aggregate, launch new ads in batches of uniquely different angles every ~2 weeks, and don't chase the single winning headline or image.
• Weekly Meta media-buying cadence and attribution settingsLaunch new ads on one fixed day each week and judge after 7 days; use 7-day click for evergreen campaigns and 1-day click for flash sales; starter bid/attribution defaults; how teams run weekly pillar and hypothesis reviews; when third-party attribution tools are worth it.
• Which Meta ad metrics to track, and how to read themA minimal Ads Manager column set split into primary metrics (spend, purchases, cost per purchase, ROAS — the only ones to optimise on) and storytelling metrics (frequency, CPM, unique outbound CTR, first-frame retention, hook/thumbstop, hold, completion, shares), with definitions and the thresholds practitioners use.