Meta Andromeda — fully deployed globally in October 2025 — is the AI system that replaced the old audience-selection model. Your creative is now your targeting. Here's exactly what changed and what you must do differently.
A 4x ROAS can still be a losing campaign. A 1.8x ROAS can be wildly profitable. Understanding breakeven ROAS — and why the 'good ROAS' question is the wrong question — is the foundation of scaling correctly.
The Meta Pixel alone now misses 30–40% of conversions on iOS and Safari. CAPI (Conversions API) sends events server-side directly to Meta. Here's how both work together and what Event Match Quality 7+ actually means.
Frequency above 3.0 + CTR dropping 30% from baseline = creative fatigue. It's one of the most common — and preventable — causes of declining ROAS. Here's the exact framework to detect, fix, and prevent it.
Scaling Indian D2C ads isn't just about increasing budgets. COD attribution gaps, festival seasonality, Reels vs static performance, and vernacular creative unlocks — here's the full three-stage scaling playbook.
PMax replaced Smart Shopping and Local campaigns. Asset groups, search themes, and first-party data are now the levers. Here's what the best-performing PMax accounts are doing — and what to stop fighting.
