Meta & Facebook ads, without the fluff.
Practical notes on the technical side of paid ads: tracking, attribution, cost per acquisition, and scaling profitably.
September 30, 2026
Your best Facebook ad stopped working in the middle of Black Friday. What to do.
Before you touch anything, check whether the ad is really dead or your numbers are just late. Then the moves that save the weekend, and the ones that make it worse.
Read article →September 30, 2026
Your Black Friday discount raises the ROAS you need to break even
A 40 percent off sale can nearly double the return your Facebook ads need just to break even, in the same week ads cost the most. Here is the maths for your Shopify store.
Read article →September 30, 2026
What to fix in your Facebook ads in October, before Black Friday
The Black Friday work that decides how your sale goes happens in October. Tracking, fewer ad sets, spare ads and the boring account settings, for Shopify stores running Meta ads.
Read article →September 30, 2026
Why Meta and Shopify disagree even more on Black Friday, and which to trust
Black Friday weekend widens the gap between Facebook Ads Manager and your Shopify orders. Why it happens, and how to judge your ads that weekend without guessing.
Read article →September 30, 2026
How to scale your Facebook ads for Black Friday without resetting the learning phase
Every big budget jump in November sends your best ad set back into learning. Here is the 20 percent maths, the date you actually have to start, and what to do if you are already late.
Read article →August 14, 2026
Facebook SDK ATE True Status Rate stuck at 0%? Here is what it actually means
Meta says your ATE True Status Rate is 0% or shows no rate at all, usually right after you move purchases to RevenueCat. Here is why that number misleads you, and what to fix instead.
Read article →August 4, 2026
Your Facebook ads ROAS looks bad. You might still be profitable.
Surface ROAS lies, especially for apps and low first purchases. Here is how to read cost per purchase against LTV and find out if your ads actually work.
Read article →August 3, 2026
Should you optimise Meta ads for trial starts or purchases?
Trial starts get you out of the learning phase faster. Purchases get you customers. Here is how to pick the right Meta optimisation event for a subscription app.
Read article →July 7, 2026
How to tell if your marketing agency is doing a good job
Most agency reports are built to look good, not to prove they made you money. Here is how to tell if your marketing agency is actually working, in an afternoon.
Read article →July 7, 2026
Why your RevenueCat revenue doesn't match Meta Ads Manager
RevenueCat says one number, Meta Ads Manager says another, usually much lower. Here is why they never match, which one to trust, and how to close the gap.
Read article →July 3, 2026
How to set up RevenueCat with Meta ads so your purchases actually track
RevenueCat is your source of truth for subscription revenue, but Meta rarely sees it by default. Here is how to connect them so your purchases actually track.
Read article →July 3, 2026
Why your app's cost per install (CPI) is so high
Your app's CPI is high for a handful of fixable reasons, and the lowest CPI is not even the right goal. Here is what actually drives it down.
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