Andrew Clay

KPI targets should be completely different on new vs. returning customers, and delineating between the two should be a top priority. Blended ROAS still gets reported. It just stops being the number that drives operating decisions.

Which means a chunk of what looks like prospecting is still hitting existing buyers you thought you excluded. Artificially inflating your ROAS on what you believe was a pure prospecting campaign.

If you're spending above $3K/day on Meta, the metrics that matter most are: - New-customer ROAS, measured against LTV through an MTA - New-visit percentage - First-time revenue versus retention revenue Most large DTC operators have a customer match-rate issue on Meta.

I took a course on AI UGC last month. The punchline? This is not a button you press. You still have to write the script, generate the images, tune the voices, make edits... You're still the director. You're just directing AI instead of humans. It's not as simple as it seems.

If a user rejects cookies, Klaviyo deletes the email they just submitted. We caught this in an account a month ago. Anyone else seeing this? If you want to be the first to know about issues like this, join our newsletter: beyondroas.beehiiv.com

Your cookie consent banner is silently deleting emails from your list. A client of ours spending $1M/month on Meta saw their email capture rate drop 40%. It wasn't the creative. Wasn't the popup. Wasn't a Klaviyo bug. It was the consent banner.

Today the context window is 1M tokens on Claude Opus 4.7. Even if it was 10M tokens, the model weights the start and end of its input and forgets the middle. Now imagine asking it to run a Meta account with a year of data and $10M of spend...

Using AI to run your ads is easy when everything is working. Scale budget 5–20% every 3–5 days. Simple creative ops. Any model can do it. The moment the algorithm shifts or the model breaks, AI has no idea what to do. This is when you need humans.

The realization every 8-figure DTC brand eventually has: Their in-house media buyer's context is limited to their brand and their budget. Blinders on. An agency sees dozens of accounts, and spend 10X more. That's the difference between judgement calls and knee-jerk reactions.

April 2026 was the worst tracking month on Meta in the past 13 months. The fix: 1. Change your attribution settings from 7-day click, 1-day view to purely 1-day click. 2. Relaunch a new custom purchase event that fires for new customers only. This will fix your tracking.

@herrmanndigital @MetaforBusiness Definitely some updates on the iOS side of things recently.

This is the problem. I am hearing from so many people that their reps are giving comms. Almost everyone's stories are slightly different. @MetaforBusiness for being a company focused on communication you really need to just communicate. This is just such a bad look. We're all tired of it.

@herrmanndigital DIT becoming reality.

AI content slop on all Meta products AI slop on all X replies AI recap articles on sports recaps AI is single handily making me crave real stuff more and more.

@herrmanndigital Its like Claude session gone rogue...sometimes you have to start your campaigns fresh with new context / data.

So spend yesterday rebuilding a lot of our campaigns and oddly today is popping. Some of the best numbers since last week. If you're still seeing bad performance today as you have all week I suggest trying this in your campaigns.

@tomselecksulcer @fbissometa @moizali @Meta yeah, as soon as we excluded it we saw performance bounce back on the campaigns it was over-indexing on.

@AndrewClay_555 @fbissometa @moizali @Meta Hi @AndrewClay_555 was wondering if you saw any improvement in audience network? I’ve been thinking about turning it back on for us as I ran reports and it did bring in a decent amount of conversions for low CPA. Wonder if it’s worth keeping on for scale campaigns & no testing

It feels like the problem with FB ads is audience right now. High traffic. Very low conversion rate. Anyone else seeing this?

Does more reach (lower CPMr) = Better iROAS? Here is what we found...

Meta Audience Network is either malfunctioning or being quietly tested on advertiser accounts without disclosure since mid-March. Either way, it's not acceptable. We identified it capturing nearly 50% of traffic delivery on a large campaign ($70K+/day) with no corresponding performance, MTA and GA4 confirmed it. Pixel contamination affected everything downstream, and by the time it was visible, it had been compounding for days. You won't catch this looking at impression or spend breakdowns. Pull your traffic breakdown and it tells a different story. After we escalated, the campaign locked into an uneditable review state for 24+ hours while continuing to spend. Then it resolved with no explanation. Bug or test? Either way, Meta should answer for it.

@fbissometa @tomselecksulcer @moizali @Meta Shouldn't dump engagement

@AndrewClay_555 @tomselecksulcer @moizali @Meta Killing AN at the account-level resets learning and sends every ad back into review, afaik. If you've done it at account level, does it dump engagement as well, or just the learning/review reset?

@RishabhBohara @jameshyujinlee It depends on the account. AN can work for converting users on their final click but not at the sake polluting your data-pool with poor quality traffic.

@AndrewClay_555 @jameshyujinlee Do you think it’s just safe to blanket block audience network as a placement across all accounts

Something weird is going on with Meta right now. This whole week starting Monday, Meta was attributing about 40% less conversions than our actual sales. Spend dropped almost 50% compared to last week. Everything just felt… off. This morning it started super slow again so I bumped our bid by 10%. Within 20 minutes the floodgates opened. Spend came back aggressively and performance has been solid since. We’ve always run 7DC1EV - haven’t changed a thing. Something clearly shifted on Meta’s side with how they’re attributing. No clue what’s happening.

@tomselecksulcer @moizali @Meta You can, but it can be a big shock to the account.

@AndrewClay_555 @moizali @Meta Why not the account level?