Core Metrics
The 7 performance metrics that determine Meta Ads profitability. How they connect into a single decision system.
Covers: CPA, CPM, ROAS, AOV, LTV, CTR, Hook Rate
Open Core Metrics pillar
The 5 pillars
Audience Targeting
Campaign structure and audience selection in the Advantage+ era. When ASC wins, when manual targeting still matters.
Covers: CBO, ABO, Lookalike Audience, Retargeting, Advantage+
Open Audience Targeting pillar
Measurement & Attribution
How to measure Meta Ads truthfully post-iOS 14.5. CAPI, attribution windows, MTA, MMM, and incrementality testing.
Covers: CAPI, Pixel, Attribution Window, View-Through, MTA, MMM
Open Measurement pillar
Testing & Optimization
Experimentation frameworks for Meta Ads. Sample sizes, test duration, and when to use A/B vs lift vs brand-lift.
Covers: A/B Test, Lift Test, Brand Lift
Open Testing pillar
Creative Strategy
The anatomy of winning Meta Ads creative. Hook, Body, CTA structure + the PDA Framework for angle discovery.
Covers: Hook, CTA, Body, Ad Copy, Ad Set, Persona × Desire × Awareness
Open Creative Strategy pillar
Deep-dive entries (not in pillars)
Four topics important enough to merit their own dedicated page, cross-referenced by the pillars above: