If your Black Friday offer takes a paragraph to explain, it’s probably too complicated. Customers are seeing hundreds of promotions. They should understand yours immediately. Not: “20% off this category, 30% off that one, plus $50 off if you spend $300, excluding…” Make the value obvious. Simple beats clever. Especially when everyone is shouting at the same time.

Something is seriously off with Meta traffic right now. We're seeing conversion rates drop by as much as 30–40% across parts of our portfolio over the last 3 weeks. And it's not just e-commerce. DTC, B2B, lead gen. Different industries. Same pattern. Here's the weird part: CPMs? Fine. CTRs? Fine. Add to carts? Fine. Initiated checkouts? Fine. Actual conversions? Falling off a cliff. The brands struggling the most have one thing in common: They're NOT running aggressive promotions. Meanwhile, brands that have been pushing offers through Labor Day, Prime Day, and now Halloween? They're doing just fine. We've seen similar behavior around major shopping events before, but I don't remember seeing it at this scale or for this long. And after speaking with other Tier 1 advertisers, I'm hearing very similar stories. Which makes me think something bigger is happening. Two possibilities: 1. Meta is making significant backend changes, as they frequently do, with very little communication about how those changes affect delivery and traffic quality. 2. We're seeing broader macroeconomic or consumer behavior shifts that are starting to affect even Meta's ability to find high-intent buyers. And that second possibility is particularly interesting. Meta has historically been exceptionally good at finding people who are ready to buy, even when the broader market isn't doing particularly well. But right now, something isn't adding up. I don't know which explanation is right. Could be a combination of both. What I do know is that this isn't isolated to a few underperforming accounts anymore. What are you guys seeing?