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Attribution is how Meta gives credit to an ad for a conversion. You have a significant role in this process.Event Setup ...
25/06/2026

Attribution is how Meta gives credit to an ad for a conversion. You have a significant role in this process.

Event Setup and Deduplication.
Meta’s ability to properly attribute conversions starts with you. Your first job is to accurately and thoroughly define when conversions happen and send that information to Meta.

That means setting up the pixel and Conversions API. It means properly creating and testing the events. It means deduplicating events so that they aren’t inflated. And it means troubleshooting when you spot a problem.

Interpretation of Results.
Attribution is far more complicated today than it was a few years ago. You cannot take your conversion results at face value.

Unfortunately, poor interpretation of results is common, particularly among less-experience advertisers. They see amazing results and they don’t ask why. They see a limited number of conversions, and they don’t drill deeper. But there are so many questions that you should be asking.

How many of your conversions are click vs. view-through? How many happened within 1 day vs. 7 days? How many more happened within 28 days? How many were first conversions? How many were incremental?

You have ways to add important context to results now. And once you do, make sense of why the results vary and what it means.


Advertisers who micromanage their results have their heart in the right place. They think they are “optimizing” their ca...
23/06/2026

Advertisers who micromanage their results have their heart in the right place. They think they are “optimizing” their campaigns. But they’re often doing more harm than good.

We’ve seen this with targeting. You rarely need to micromanage your audiences. There simply isn’t the benefit that there once was with creating multiple ad sets by audience segment. In fact, it usually has the opposite effect. It results in auction overlap or audience fragmentation. It waters down results and drives up costs.

This happens with placements, but hopefully less often now. Advertisers run a breakdown by placement and isolate the top 10 performers. They then turn off all other placements. Don’t be surprised when results don’t improve.

We’ve seen it with dayparting. Advertisers notice that they get worse results after peak hours or during the weekends, so they turn ads off during those times. Better results almost never follow.

But we see this with ads, too. Advertisers often obsess over day-by-day ad performance. They see one ad is getting budget but not conversions, so they turn it off. Or they’re mad that one ad is getting most of the budget while not boasting the best CPA, so they turn it off to force the algorithm to show other ads.

None of this micromanagement is productive. When it backfires, advertisers often come up with conspiracy theories to explain it. But they’re missing the plot.

A placement that isn’t driving conversions may still hold value. Someone may see your ads in right column repeatedly before acting on that ad in the news feed. If those initial impressions didn’t happen, they may not have eventually converted.

The same goes for those off-peak impressions or the versions of your ads that are getting ad budget but not the attributed results that you want. Different people see different versions of your ads on different devices or in different placements. All contribute to the overall bottom line.

This is why we should focus primarily on results in aggregate. Instead of isolating the top primary text and creative combination, focus on the top performing ad. Instead of obsessing over distribution of your budget to each ad, focus on the performance of the ad set.

The algorithm is dynamically distributing your ads based on signals, doing all it can to show the right version to the right person. You will never do better by micromanaging the process.


I totally get it. You spent time creating that ad. You brainstormed the pain points of your ideal customer and crafted c...
21/06/2026

I totally get it. You spent time creating that ad. You brainstormed the pain points of your ideal customer and crafted copy that would appeal specifically to them. A designer carefully created images that work for all 26 placements. And your results stink.

What do you do? This is a great ad! It must be something wrong with Meta. Maybe costs are up right now or delivery is buggy.

The better explanation: The ad just isn’t that good.

One of the biggest mistakes we can make as advertisers is getting emotionally attached to our ads. There’s no reason to waste money on something because you believe that it should work. You can’t force it to work.

This also goes for ads that worked weeks or months ago but no longer do. They ran the course. They no longer resonate.

Be ready and willing to pull the plug on an ad and move on. If something isn’t working, learn from it and create another ad.

That could be different copy and creative entirely, focusing on a different pain point and solution. Or it could mean developing a more appealing offer.


Related to the item above, but this is an important point when understanding our role related to ad copy and creative.Th...
18/06/2026

Related to the item above, but this is an important point when understanding our role related to ad copy and creative.

There was a time when advertisers focused on isolating the winning copy and creative combinations. In fact, this is still a popular approach (though I’d argue it’s unnecessary).

But once you understand there are hundreds, and even thousands, of potential combinations of copy and creative for a single ad, you should hopefully begin to see that this approach is outdated.

Creating an effective ad now is about making sure that Meta has the assets to generate the most combinations to reach the right people in the right placement to get your desired action. One ad should consist of far more than a single winning combination of copy and creative; it should have many.

Once you see it this way, you’ll spend less time obsessing about small sample sized copy and creative combinations. You’ll be more concerned about whether the ad, composed of its various parts, performed in aggregate.


𝐌𝐞𝐭𝐚 𝐀𝐝𝐯𝐞𝐫𝐭𝐢𝐬𝐢𝐧𝐠 𝐓𝐢𝐩𝐬:𝗖𝗔𝗠𝗣𝗔𝗜𝗚𝗡 𝗦𝗧𝗥𝗨𝗖𝗧𝗨𝗥𝗘 & 𝗕𝗨𝗗𝗚𝗘𝗧𝗜𝗡𝗚• 𝗞𝗲𝗲𝗽 𝗶𝘁 𝗦𝗶𝗺𝗽𝗹𝗲: Fewer, consolidated campaigns with larger budgets ...
17/06/2026

𝐌𝐞𝐭𝐚 𝐀𝐝𝐯𝐞𝐫𝐭𝐢𝐬𝐢𝐧𝐠 𝐓𝐢𝐩𝐬:

𝗖𝗔𝗠𝗣𝗔𝗜𝗚𝗡 𝗦𝗧𝗥𝗨𝗖𝗧𝗨𝗥𝗘 & 𝗕𝗨𝗗𝗚𝗘𝗧𝗜𝗡𝗚

• 𝗞𝗲𝗲𝗽 𝗶𝘁 𝗦𝗶𝗺𝗽𝗹𝗲: Fewer, consolidated campaigns with larger budgets allow the algorithm to exit the learning phase faster than highly fragmented, low-budget campaigns.

• 𝗦𝘁𝗮𝗿𝘁 𝗦𝗺𝗮𝗹𝗹 𝘁𝗼 𝗧𝗲𝘀𝘁: You can start successfully testing products and audiences with a budget as low as PHP350 per day.

• 𝗗𝗼𝗻'𝘁 𝗠𝗶𝗰𝗿𝗼𝗺𝗮𝗻𝗮𝗴𝗲: Give the system 7 to 14 days to collect data and optimize. Avoid turning ads off or drastically changing budgets every few hours.


Ad construction looks a lot different these days. Not long ago, it meant providing a single image or video, primary text...
16/06/2026

Ad construction looks a lot different these days. Not long ago, it meant providing a single image or video, primary text, headline, and description. While there were a few exceptions when things got more complicated (carousels and dynamic creative), most advertisers stuck with the standard method.

Things look different now. When we create an ad, we can provide up to five primary text, five headlines, and a description. We can also accept an additional five AI-generated primary text and headline options.

But the variations don’t stop there…

As I write this, there are 26 placements. An optimized ad looks different by placement, so we should consider customizing when necessary.

Dynamic creative and now flexible format are also options, which would mean providing up to 10 images and/or videos (and sometimes as many as 30 for flexible format) for a single ad.

Even if you don’t use those methods, there are ways to submit more than one creative. Advertisers can accept AI-generated images and background variations that can be displayed in addition to your primary creative. You can also accept related media from other ads to give Meta additional creative options.

We don’t know which text and creative will be shown to which person and in which placement. We don’t even know what will perform the best. Our main role now is to give Meta options.

That doesn’t mean that we create variations for the sake of creating variations. You don’t want to water down what we provide with low-quality copy and creative, or you’ll get low-quality results. You should be intentional about this.

But we should look at copy and creative more holistically than before. Make sure that Meta has options that will work for the right person in the right placement. That could mean generating these options within a single ad or it could be doing it with multiple ads.

Bad performance today is usually related to your copy and creative. The better job you do of giving the algorithm suitable options, the better chance you have of getting good results.


𝐌𝐞𝐭𝐚 𝐀𝐝𝐯𝐞𝐫𝐭𝐢𝐬𝐢𝐧𝐠 𝐓𝐢𝐩𝐬:𝗧𝗔𝗥𝗚𝗘𝗧𝗜𝗡𝗚 & 𝗣𝗟𝗔𝗖𝗘𝗠𝗘𝗡𝗧𝗦• 𝗚𝗼 𝗕𝗿𝗼𝗮𝗱: Avoid micromanaging your audience by over-filtering demographics...
15/06/2026

𝐌𝐞𝐭𝐚 𝐀𝐝𝐯𝐞𝐫𝐭𝐢𝐬𝐢𝐧𝐠 𝐓𝐢𝐩𝐬:

𝗧𝗔𝗥𝗚𝗘𝗧𝗜𝗡𝗚 & 𝗣𝗟𝗔𝗖𝗘𝗠𝗘𝗡𝗧𝗦

• 𝗚𝗼 𝗕𝗿𝗼𝗮𝗱: Avoid micromanaging your audience by over-filtering demographics like age, gender, or specific interests. Let Meta’s algorithm use your ad copy and creative to find the right buyers.

• 𝗨𝘀𝗲 𝗔𝗱𝘃𝗮𝗻𝘁𝗮𝗴𝗲+ 𝗣𝗹𝗮𝗰𝗲𝗺𝗲𝗻𝘁𝘀: Let Meta automatically deliver your ads across Facebook and Instagram Feeds, Stories, and Reels based on where they perform.

• 𝗟𝗲𝘃𝗲𝗿𝗮𝗴𝗲 𝗟𝗼𝗼𝗸𝗮𝗹𝗶𝗸𝗲𝘀: Once you have a customer list or pixel data, build Lookalike Audiences to scale your campaigns to users who resemble your best buyers.


Up until this point, I’ve basically told you to keep your hands off and, barring a few exceptions, keep it simple and le...
14/06/2026

Up until this point, I’ve basically told you to keep your hands off and, barring a few exceptions, keep it simple and let the algorithm do its thing. You rarely need to touch your targeting now. But, of course, that doesn’t mean you’ll automatically get good results.

You’ve defined the action you want with the performance goal, and Meta’s ad delivery algorithm will be focused on trying to get you those actions. But ultimately, you retain a whole lot of control here over performance: It’s the ads.

Your ad copy and creative need to appeal to your ideal audience. They need to lean into their pain points. Your ad should attract the action you want because clicking it helps solve their specific problem.

If you’re not getting the results you want, start with your ads. If you’re attracting low-quality leads or clicks from people who may not be your ideal customers, start with your ads.

Make sure that it’s very clear who your product is for. Just as importantly, be clear about who it’s not for. You want to attract your ideal audience and repel the bad fit.

While many have theorized that Meta scans ad copy to determine who sees your ads, it may be far simpler than that. At the very least, Meta’s ad delivery algorithm considers how people respond to your ad. Adjustments are made based on who does and doesn’t perform your goal action.

And that’s why your ad copy and creative do the targeting now. By attracting the goal actions from your ideal customer, you’ll be sure that your ad is shown to more people like them. If your ad repels a certain type of person who doesn’t perform the action that you want, the algorithm will adjust.

Apply this knowledge to your lead forms. If you’re getting low-quality leads, be sure to ask questions that prevent such people from successfully completing your form. Your ad copy and creative help control targeting.


You wouldn’t recognize my approach from just a few years ago. There was a time when remarketing likely made up about 90%...
11/06/2026

You wouldn’t recognize my approach from just a few years ago. There was a time when remarketing likely made up about 90% of my budget.

And it made sense. If you can segment the people who bought from you, subscribed to your email list, visited your website, and engaged with your Facebook or Instagram content, why wouldn’t you? These are the people most likely to know who you are and perform the action you want.

But a few things have happened during recent years that have changed my opinion on remarketing. And it was all started by algorithmic targeting.

Once again, it’s critical that you understand how things work to form a foundation. Meta’s Advantage+ Audience (which is the default targeting now) prioritizes your pixel activity, conversion history, and prior engagement with your ads before extending more broadly.

In other words, you don’t need to tell Meta to target your website visitors. It’s already happening because Meta knows that these are people who are likely to convert.

You can prove this with audience segments when using the Sales objective. Assuming you’ve defined your engaged audience and existing customers in Advertising Settings, you can breakdown results to see how much of your budget was spent on remarketing — even if you didn’t specifically target remarketing audiences.

I often see that 20-30 percent (and even more) of my budget is spent on remarketing. And this is without including prior engagement with Facebook and Instagram content (which can’t be used for defining audience segments).

So the first reason you don’t need to lean so heavily on remarketing is that it happens naturally now when targeting broadly. It’s less efficient segmenting that group when you can include them in a broader and less expensive audience.

But remarketing has other problems.

It’s not scalable. Most advertisers have limited remarketing audiences to work with, and they’ll be exhausted quickly. While you could target broadly (including remarketing) and increase your budget into the hundreds and thousands of dollars to take advantage of performance, that’s rarely an option with remarketing alone. Minimal budgets and minimal life cycles.

It’s also not incremental. Most advertisers who insist on remarketing point to their amazing results. But what they miss is that remarketing results are almost always misleading. They’re padded with view-through conversions from people who may not have even seen the ad. And even when someone converts after clicking, it’s not clear how much your ad contributed since they may have converted from another source eventually.

I’m not saying that these audiences are worthless and I also leave the door open for remarketing in certain situations. But know that this happens naturally and be aware of the potential problems associated with remarketing.


Today, we celebrate the courage, unity, and patriotism of the Filipino people. 🇵🇭On this Independence Day, may we honor ...
11/06/2026

Today, we celebrate the courage, unity, and patriotism of the Filipino people. 🇵🇭

On this Independence Day, may we honor the sacrifices of our heroes and continue to build a nation filled with hope, freedom, and pride.

From RLMs' Team, Happy Independence Day!

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