Every month I get some version of the same question from clients. How much should we actually be spending on Meta ads this month. And honestly, I never just throw out a number. There isn't a magic percentage of revenue or a flat figure that works across every account I run. Budget is a decision, not a formula, and it comes out of looking at a handful of conditions in the account together, not any single one of them. What actually decides how much to spend on Meta ads this mon

Someone sent me a screenshot last week of that attribution setting dropdown inside Ads Manager, the one with seven options and basically zero explanation, and asked me which one they should pick. Honestly this is one of those settings that gets ignored the most and causes the most confusion later, because it quietly changes every number on your dashboard without ever telling you it's doing it. What do the different attribution window options actually mean? 1-day click only co

If you run Meta ads, you've probably had this moment. You check Ads Manager, your click-through rate is up, people are engaging with the ad more than last week, and you think, great, my CPM should be coming down now. Then you look at CPM and it hasn't moved. Or worse, it's gone up. This happened recently on one of the ecommerce accounts I manage, and the numbers were specific enough to be worth breaking down properly, using the real data from that account rather than the gene