I've spent almost $1 billion advertising on FB since '08 and this is something I see advertisers getting wrong all the time: 🛑 Stop focusing on FB CPMs (and CPCs)! They don't matter that much. ❌ Turning off ads due to high CPCs or CPMs can be turning off top performers. 🧵👇

Myth: Incremental attribution means Meta stops targeting your existing customers or warm audiences. Reality: Meta still targets them, it just stops wasting your budget on the ones who were already going to buy anyway.

Chill new coffee shop just opened by my office. Love the vibe.

new website who dis

I'm not back-testing this currently and don't plan to any time soon. I haven't seen any data or compelling arguments against Incremental Attribution other than misunderstandings, vibes, echo chambers, or trying to dunk on people. I've seen enough tests of my own, as well as from @andrewjfaris and @oliviaakory to continue confidently widely using and recommending IA. You can't simply run these two campaign types against each other and look at the data. Any overlap across them will be biased and improperly favor one over the other. The only way to really know how this works better is via incremental lift testing, with holdouts preventing overlap. If anyone has: A. Proper unbiased testing (without overlap and preferably using external incremental measurement)... Orrrrr B. Really compelling logical arguments... ...against IA that they can share publicly or privately for me to audit, I'd love to see/hear it. I'm happy to be wrong about this (or anything). I'm strong opinions loosely held. We don't need to be divisive about this, it's not about anyone being right/wrong. Let's work together to find the truth and best ways to run ads.

Turns out that even at 7pm on a Saturday night in NYC, you can just rock up to a 3-Michelin-star restaurant, get a seat at the bar, and not only get a drink, but an entire 5-course tasting menu without a reservation. Free will is an incredible thing.

Knowledge is being dropped @heyitsalexP @andrewfoxwell

DO NOT LOOK AT THIS

Quick poll: How much do you value your time? (In USD)

BFCM planning?

Why are so many Meta advertisers still using frequency as an indicator of funnel segment when we can view actual breakdowns of those segments? I know many marketers believe frequency indicates ad audience warmth / relevance (higher = warmer, lower = colder), but has anyone really tested/proven that? Has anyone who doesn't already believe that tested it? I mean, I would agree generally, that they tend to correlate at scale, but it's not a rule or causation. The real deeper cause is that frequency is caused by placement budget allocation and placement allocation is caused by the asset and asset type. Warmer users are more susceptible to converting from cheaper, significantly higher frequency placements. Image ads are shown more frequently than video ads. Warmer users are more likely to convert from image ads than video ads. Warmer users are shown more image ads. The same applies for other types of ads, not just images. Therefore, warmer users tend to have higher frequency. So, yeah, higher frequency should indicate warmer audience, but it also moreso indicates placement allocation... So someone, anyone, help me: why look at frequency as this indicator when we actually have audience segment breakdowns?

My work view yesterday/today. I love being a dad, but this is a new challenge: My 4 year-old daughter is home from school with a fever and my wife is out of the country visiting family. The worst/hardest part of all of this isn't having to do everything by myself and being overwhelmed... It's how the fever completely shut down her sense of humor. Nobody told me how hard it would be to parent when your kid stops laughing at all your dad jokes.