The skill in which Meta (Facebook & Instagram) takes credit for a sale is astounding.

The Rumors of ROAS' Demise Have Been Greatly Exaggerated

It's clickbait that works - marketers screaming from the mountaintops "ROAS is DEAD!".

META KILLED DETAILED TARGETING EXCLUSIONS — HERE'S HOW TO KEEP YOUR TOP-OF-FUNNEL ACTUALLY COLD IN 2026

If you run top-of-funnel prospecting on Meta, one quiet change has been steadily breaking the thing that makes TOF work: your ability to keep warm audiences out of it. Detailed targeting exclusions are gone, and as of early 2026 Meta has finished enforcing it. Here's exactly what changed, why it's a problem for prospecting, and the setup that fixes it.

APPLE'S LINK TRACKING PROTECTION IN 2026: WHAT IT ACTUALLY DID TO ATTRIBUTION (AND WHAT TO DO NOW)

Short version - Apple has spent the last few years quietly stripping the tracking parameters that marketers rely on to know which ads work. It started with iOS 17 in 2023 and iOS 26 escalated it. If your tracking depends on click IDs, a growing share of your Safari and Apple traffic is now going dark but UTMs survive and there are concrete ways to keep your attribution accurate. Here's the real state of play and what to do about it.

In our last post we met a lead called Maximus and followed him along a Facebook conversion path through multiple marketing offers from the Wicked Good Juice Company. In this post we track him through a second set of marketing contacts before he finally makes a purchase. Maximus is 20 years old, male, and likes the Boston Red Sox.