Jonas Adda
192 posts
Along with the $1B funding announcement from General Catalyst, Prenetics has disclosed numerous new data pints related to performance:
- lifted guidance again to $210-220M, up from $190M - $210M.
- 1Q26 CAC of $305
- 3.41x ~18mo LTV:CAC on the 1Q25 cohort
- 1.36x ~7mo LTV:CAC on the 4Q25 cohort
- expects to reach $300M ARR by eoy 2026 and $400M+ in 2027 revenue.
- June 2026 revenue was $17m, a $204m run rate.
Monthly revenue has grown 42x from launch in December 2024, with a 23% compounded monthly growth rate. According to the press release, every $1 spent on CAC returns $1.44 in gross profit, rising every month.
New product launches are planned for Q4 2026 and Q1 2027, including IM8 hydration and gummies.
Shares are trading up 13%
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@max_rosewater Very interesting ! Question : if you have multiple product so
one product one campaign and you target only new customers do you prefer :
- to optimize for a custom event (new customer of this specific product)
- to optimize for purchase meta event with exclusion
Thanks a lot
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My favorite tweet of the year.
My take: I've tested every Meta account structure that exists over the past 12 months. ABO, ABO with 20% budget sharing, CBO, plus every setting layered on top.
Enough changed that it warranted retesting everything. Honestly, all the debates on here even made me ask "can Meta be trusted?"
Here's what I learned: every single time I've been forced into an ABO testing structure, it's become a major cost center. It happened again this week. A brand i'm working with forcing testing in ABO, and we torched cash in the name of "learning."
Forcing spend into low-budget ad sets creates fragmented learnings, zero statistical significance, and you end up bidding against yourself (if you're launching way too many ad sets). And, i'm still yet to understand what anyone learns when an underperforming ad gets $300 more spend than it should have.
Unless you're launching every ABO test with the proper daily budget (CAC * 7.14) I won't hate on you. Otherwise, you're wasting and fragmenting your media dollars.
I am becoming a firm believer that ABO gives media buyers the illusion of control in an extremely complex environment.
It feels like you're steering spend to the right ads. In reality, you'd get the same outcome, or better, by consolidating and giving Meta budget flexibility.
And, you may be shooting yourself in the foot if you're not getting enough consolidated data signal in fewer ad sets.
If you disagree, go into any account of yours and sort by amount spent at the ad level. You'll see the same thing every time: 20% of the ads get 80% of the spend. That's how Meta works. It will look the exact same at the ad level blended across the account on a long time frame (whether it's CBO or ABO).
And if you understand the breakdown effect, it makes perfect sense why this is.
Some ads will never get much spend. And people think that's a bad thing, or that it's different from ABO testing. It's not! The exact same outcome will occur in ABO testing. Many ads will spend pennies to dollars. You just didn't break best-practices to achieve that same outcome when consolidating down.
And hey, if you want to break out a new CBO for a different business objective (sale moment, new product drop, etc). Go for it! That's how "campaigns" are supposed to work.
Otherwise, consolidate and don't assume you can game the algorithm. The probability is not in your favor if you try to.
Do what you want. But all that tinkering ends the same way: a consolidated campaign scaling most of the budget anyway.
You just took the long road to get there.
What do you think? If you disagree, would love to hear it.
Barry Hott ☄️@binghott
You can spend millions per month with literally 1 CBO. I know I'm gonna catch heat from the sweaty ABO fans and the ABO gurus everyone loves to glaze but... I'm mostly a CBO maxi now 😱 (Btw, stick around for the reasons CBO doesn't work too) Should you even listen to me? Welp. I've been doing this FB ad stuff for 18+ years (and still am in the weeds today so I don't lose touch). I've studied literally billions of dollars worth of ads. Annnnd I just love this stuff and love talking about it. Also, I used to be a huge ABO maxi. I get it! But things have changed and I adapted! Here's a real example from a brand I started working with in April: In March they were spending 6 figures across 9 separate campaigns. NINE! The full sweaty routine, trying and failing to media-buy their way to a million-dollar spending month. And those 9 campaigns were quietly competing against each other in the same auctions and fragmenting all the data. Last 30 days? Over $1.5M in spend through 1 CBO campaign, running on Incremental Attribution. And their cost per conversion actually dropped 5% while scaling. Fewer campaigns. More spend. Cheaper conversions. Annnnd, most importantly, every minute less wasted on sweaty media-buying baloney can be spent on the things that actually move the needle, and those benefits compound. The best thing a media buyer can do in 2026 and beyond is... Spend less time on media buying and Spend more time on anything else that matters to your (potential) customers and your business: creative, products, offers, copywriting, CRO, landing pages, etc. CBO helps you do that. Let me explain why. With CBO, you let the system do what it wants to do, and then you can study it, empathize with it, criticize it, and use your human context to modify it if/as necessary. Empathize with it because the system is trying to solve a problem you can't fully see. When you understand what it's actually optimizing toward, you stop fighting it and start steering it. Meta has more data about your ads than it reports, meaning it has more and better data than you do. Ever wonder why Meta spends more on stuff with a lower ROAS or higher CPA than others? That's either the breakdown effect or it's optimizing for something you can't see. (Or a combination of both) You can't see if or how any users have seen or interacted with any other ads before they click the link. But Meta can. In the age of advanced AI machine learning post-Andromeda Meta advertising, if you think the only thing that matters is the last ad a user clicked before they got to your site, or that only link clicks matter and no other on-Meta actions matter, then you're simply not living in reality. This is also why I run Incremental Attribution on that CBO. It tells Meta to optimize toward the conversions it actually drove, not every last-touch conversion it can take credit for. Better signal in, better optimization out. CBO plus human inputs via cost caps and/or budget mins and maxes is the way to go. Best of both worlds. This works best the more data you feed Meta, so you need a lower CPA and/or high spend. The more data the system has, the more I generally trust it. Consolidation = more data for Meta to optimize. The worse/less data that you give Meta or the more you fragment your account, the less you should trust it to optimize on your behalf effectively. Now, the honest part. CBO is not magic and it does have real weaknesses: 1. CBO optimizes to cost, not profit. Mix products with different margins in one campaign and it'll happily pour budget into cheap, low-value conversions. Feed it value signals or it'll work against you. (Or otherwise apply your own context via cost caps and budget controls) 2. Budget flows to whatever the system likes, so if you need guaranteed spend on a new product or geo, it'll fight you. (That's what the budget mins/maxes are for!) 3. Low-volume accounts don't give it enough to chew on. If you're not feeding it much, it can't optimize much. 4. It's scary and hard to move from a fragmented setup, especially if you've been using it for years. Consolidating resets learning. There's a real short-term cost while it re-figures things out. It's worth it, but don't panic on day 2. Soooo when is ABO still right? Lower-spend or lower conversion volume accounts, or any time you simply can't get good data into Meta. Or if you're optimizing for something without deeper data being sent at all like reach, brand awareness, or link clicks. ABO is also fine if you can mostly consolidate into as few campaigns and ad sets as possible, buuuut the reported data can still be misleading and cause a media buyer to optimize in the wrong direction. And look, I'm not saying this is the exact RIGHT/BEST way to run EVERY account or business. It's not. CBO is probably the easiest and smartest for most businesses, and it frees up a lot more time and resources to focus on the most important stuff. It helps that this business has basically one main product, so consolidating into a single campaign is clean and easy. No mixed margins, no ten SKUs fighting for budget. If your catalog is more complicated, your setup probably needs to be too. But if it can work for a business spending this kind of money, it might work for yours too. Just because you CAN over-optimize and manually control every little thing, doesn't mean you should. This CBO plan will never work for YOU if you: 1. Have zero trust in Meta (I'm not saying you should 100% trust Meta all the time. Please don't! Buuut you need to be able to trust it at least a little bit) 2. Don't care or understand that overlapping campaigns and ad sets impact each other 3. Think you have more/better data than Meta's system (you don't! Seriously, you don't! Click data only tells one part of a complicated journey) 4. Think you're smarter than Meta's system (you're not!) 5. Give Meta bad/wrong signals/data to optimize from 6. Refuse to believe that there are other bigger things to focus on more than media buying And here's the thing sooo many media buyers (and gurus!) don't want to hear or admit: they think their media buying is the reason it's all working. It usually isn't. It's the excellent creative, the strong offer, the dialed-in landing page, the actual product people want. The media buyer is often just along for the ride on top of a great machine, taking credit for the engine someone else built. The best media buyers I know are the first to admit this. Oh, and this post isn't a pitch. I'm not gating any of this behind a signup. I just want you to squeeze the best performance you possibly can out of your ads. But if you take one thing from all of this, take this: the biggest swings in your ad performance usually aren't coming from media buying at all. They're coming from your website and the world around it. A landing page change. A new product launch. A price update. A broken checkout. A competitor's promo. A holiday. A news cycle. That stuff moves your numbers way more than which campaign structure you picked. It's the entire reason I'm building URLLove.It Because most people are staring at their ad account hunting for an answer that actually changed on their website three days ago, and they never even noticed. TL;DR: Consolidate or die. Feed it good signal (Incremental Attribution helps). Steer with cost caps and budget mins/maxes instead of babysitting. Then go spend your time on creative and offers, and alllll the stuff that actually moves the business. If you run ABO and you're winning, or you think I've got any of this backwards, come at me. Reply, quote it, tear it apart. I'll take any and all of it. One fair ask though: if you've never actually run a full consolidation, all the way down to 1 or 2 campaigns, I'll still read your take, but know that I'm going to weight it differently than someone who's actually tried it and watched what happened. That's not me dodging the argument. It's the opposite. Go run it. Give Meta the data, give it a real shot, and then come tell me everything I got wrong. That's the feedback I want most, because that's the feedback that can actually change my mind. Opinions from the sideline are welcome. Opinions from the field are gold. And if any of you want to actually hash this out live, a space, a call, a recorded chat, whatever, I'm in. I'd love to sit across from someone who disagrees and see what I'm missing.
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@JonasAdda2 Both. Just crazy swings DoD and WoW and super suppressed volume, was making it really hard to run things properly
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I switched our main scaling campaign from cost caps to highest volume about 1 month ago
Performance has never been better, more stable and more predictable than it is now. Scaling WoW very smoothly
I notice that whenever there is instability in the Meta algo, which seems like the default state of it now, having a cost cap greatly exacerbates it
I don't have any plans to return to cost caps and frankly wish we changed over sooner given how much better things are going
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@ashvinmelwani Both are fine but if you use a split testing tool you need to set it up as a template test and not a split url
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@AlecCorum My team reached out to you and your team yesterday for an urgency because they can't use Brandwise, it's not working since 2 days. Can you please get back to them asap ?
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I've created the ultimate offer testing guide.
12 Sections of the best offers. Broken out by industry / category.
How to test them, what to test, what's worked and what hasn't. Tools to use. Where to test offers (web, ads, email etc...)
And it's 100% free. Just like this tweet & comment "OFFER" and I'll send it to you.
👉 Must be following so I can DM you!
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removing shop pay will fix this
haven't found a dev solution yet to fully remove it without removing shop pay
Jacob@jforjacob
Shopify changing people’s checkout automatically “Pay as guest” or “pay and save my info” How do we disable this? It’s absolutely obliterating mine and your CVR’s
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@mrsharma @sohohouse bro just block your card i did it it works really well 😂😂😂😂
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@sohohouse your cancellation flow is illegal and requires multiple hoops to jump through. I need to get my membership cancelled ASAP and your team is completely unresponsive
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Meta has 100% changed the “click boundaries” on story ads to be super aggressive.
I’ve accidentally clicked on maybe 10 ads in the last 24 hours because of this.
It’s not just swipe up or click on the cta anymore…
Check your CTRs on IGS placements 👀
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@jordanmenard Very interesting for each videos you run the both at the same time in the same adset ? whitelisting + partnership ?
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If you’re running partnership ads, make sure you do not listen to the Mets reps - test regular whitelisting (no partnership) alongside the partnership.
Like most things Mets reps tell you, the opposite is true.
Atif Raza@Atif_Rz
@ToriiRowe @RishabhBohara @jordanmenard Do not do old school whitelisting. Its on the path of depracation and does not access creator organic engagement data like partnership ads do
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I'm sitting on @northbeam's database of aggregated client data.
I'm talking about billions of dollars in ad spend. Like $100 mil a week.
I can generate historical ROAS, CAC, CTR, whatever you want to see, over time.
What do you want to see? Taking orders now 👇
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🚨BREAKING: meta officially connected meta ads to claude
the connector went live on april 29, 2026
the URL is mcp.facebook.com/ads
setup takes about 60 seconds
you go to claude settings, add it as a custom connector, authorize via facebook OAuth, and you're in
once connected, claude has full read and write access to your ad account
you can tell it what you're selling and who you're targeting, and it builds the entire campaign structure for you
ad sets, targeting, copy, everything
it can also monitor your pixel health, upload your product catalog, and generate performance reports
29 tools total, all free during beta
this is the workflow agencies charge $3,000 to $5,000 a month for
it's now a one-minute setup inside claude
just created a guide on how to actually connect Meta Ads to Claude step-by-step
Comment “META CLAUDE” and I'll send it
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Jonas Adda retweetledi
My UGC/AFF/CREATOR/INFLUENCER/SEEDING tool is ready for beta testers
HMU in DMs or reply below and I'll send a loom showing you how it works
If you wanna 100x your capacity, reduce costs by 90% - this is the tool
all the other tools on the market do not compare
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Create UGC videos in minutes with ElevenCreative.
Made with GPT Image 2 and Seedance 2.0, edited in Studio with Voiceover and Music.
Like this post to get the full guide in your DMs.
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@mannybarbas_ Ok thank you and do you think it affects the campaign if you reach it ?
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Setting your campaign budget (if you're running cost caps) 7 x higher than your daily spend forces placement in auction for your ads. Use campaign spending limits to protect yourself.
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@scalesurfer_ @Simon__Rob Did you try to add a partner credit line to your account and it didn’t work ?
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@Simon__Rob Not possible, have tried with multiple accounts last week
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Guys, we have clients scaling hard but hitting Meta credit line limits. Have you ever routed spend through a partner's credit line when you're tapped out?
Got a client in this exact bottleneck. Hit my DMs if you know agencies/partners who can help.
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