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MER is total revenue divided by total ad spend — the only metric that survived iOS 14 with its integrity intact. Benchmarks by category, how to set your floor, and why long-running competitor ads are your MER hypothesis list.
MER is total revenue divided by total ad spend — the only metric that survived iOS 14 with its integrity intact. Benchmarks by category, how to set your floor, and why long-running competitor ads are your MER hypothesis list.
Detailed Targeting Expansion is on by default and Meta's algorithm ignores your selections 70% of the time. Here's exactly when interests, behaviors, and demographics still move the needle.
A holdout test is the only way to know if your paid media is causing revenue. Complete 2026 guide: geo vs user-level holdouts, control group sizing, exogenous shock filters, and incremental ROAS calculation.
POAS replaces ROAS as the primary ad optimization metric. Learn the formula, calculation walkthrough, and how to bid to gross profit targets by margin tier.
A holdout test is the only way to know if your paid media is causing revenue. Complete 2026 guide: geo vs user-level holdouts, control group sizing, exogenous shock filters, and incremental ROAS calculation.
Payback period formula, benchmarks by business model (DTC, SaaS, marketplace), five levers to shorten it, and how ad creative reveals competitor unit economics.
CBO is Meta's default in 2026 — but ABO wins for testing. Here's the decision matrix, graduation threshold, failure modes, and how creative intelligence from Adlibrary informs which ad sets earn CBO budget.
Payback period formula, benchmarks by business model (DTC, SaaS, marketplace), five levers to shorten it, and how ad creative reveals competitor unit economics.
CBO is Meta's default in 2026 — but ABO wins for testing. Here's the decision matrix, graduation threshold, failure modes, and how creative intelligence from Adlibrary informs which ad sets earn CBO budget.
Brand lift is the only measurement that tells you what ROAS can’t. How Meta Brand Lift, Google Brand Lift, and survey studies work, what they cost, and why most teams ignore them until it’s too late.
Meta, Google, TikTok, and LinkedIn lead ads compared: formats, qualifying-question design, CRM webhook routing, and the Step 0 competitive intelligence move via Adlibrary.
Blended ROAS explained: formula, benchmarks by stage, how it differs from channel ROAS and MER, and why competitor creative research lifts it permanently.
Blended ROAS explained: formula, benchmarks by stage, how it differs from channel ROAS and MER, and why competitor creative research lifts it permanently.
Last-click ROAS is inflated. Incrementality testing measures what your ads actually caused. Ghost ads, geo-holdout, synthetic control — with sample sizes, benchmarks, and the Adlibrary longevity signal.
