Saw a lander that was hybrid listicle and quiz. Each reason was on a new card with a progress bar. Why I love it: - Super skimmable - Easy to gamify - Can more easily track and optimize drop off to test what messaging resonates - Haven’t seen anyone do it yet Going to test this.

saw unc @binghott mention an increase in engaged audience. checked breakdown.. yep, bang on. inflated results and a ridiculous amount of money going to engaged.

This is pretty alarming. Ok, been hearing a lot of Meta advertisers complaining about performance issues this month. Tbh, I kinda ignored it because I wasn't seeing it clearly. I was actually seeing some good performance on the back of some CRO wins. But I found something interesting in the data that surely relates... And I found it because I was investigating why this account was having a suspiciously good stretch 😅 Meta is now prioritizing delivering to warmer users more than ever. I first noticed it in one account, figured it was an anomaly or something I caused. The proportion of spend going to "engaged" audience vs new has dramatically increased. I often look at this ratio to understand how Meta is optimizing my budget overall and at ad set and ad levels. In recent months, this account was seeing on average, for every dollar spent on engaged users, $6 were spent on new. 6:1 ratio. That gap closed rapidly in October. Recent days, the ratio has been around 1:1. I figured maybe it's seasonal, but October last year was ~10:1. I assumed I caused this somehow or maybe something had changed on the site, buuuut... Then I found it in another account I don't manage. Annnnd another with a toootally different account structure. 2 other media buyers have confirmed seeing this in other accounts as well. It's difficult to see or prove this across accounts because there's no uniform "engaged audience" definition. Every media buyer and account sets them differently (if they set them at all 🙃), so your data will vary from mine. Looking at the chart, the two lines converging means less daily spend is going to new audiences and more to engaged audiences (which in this case is defined as visitors from past 30 days). These are all purchase-optimized campaigns and we make very few changes. Meta is doing this, not me. In Meta's reports you can look at a trend chart and breakdown by audience segment to see this yourself. I’m not yet sure if this is actually bad or not for these accounts, but it’s an interesting trend/shift I’ve never seen before like this. I'm not making any changes... yet. I'm still observing what Meta is doing and trying to figure out why. Maybe this will bite me, but I've found the more patience I have and the fewer changes I make, the more I learn about how/why the system operates. This account and biz is humming along fine, actually kinda doing great, but I'm trying to find evidence of other immediate and/or longer-term impact. So far, the incremental-attributed conversions are looking good, external click-attribution looks good too. Maybe that's all skewed by the warmer traffic and maybe that will run out soon. I'm imagining this isn't the case for all advertisers. I trust Meta more than others, but I'm still very skeptical of what's going on here. Are you seeing anything like this? What do you think is going on?

Entertainment is over guys. We squashed the beef.

why would you want to be incremental with anything else?