Northbeam dove deep on Meta ad metrics. The findings: it’s easier and cheaper to get people to your site, it’s harder and more expensive to get them to convert.
Meta has been evolving the ad algorithm since Andromeda in Dec 2024:
It’s not the same ad platform you’re used to, it’s not the same auction, and you are not advertising to the same humans.
It’s time to build yourself a new playbook.