When your paid media costs start creeping up, the natural reaction is to panic. Most founders and agencies immediately start "thrashing"—changing the offer, the landing page, the product bundles, and the creative.

Meta Advantage+ Isn’t Broken, But Your "Reward Signal" Is

Many eCommerce founders feel like Meta Advantage+ is a "black box" that works for a while and then suddenly hits a wall. You see the purchases coming in, but your new customer growth has flatlined.

You’ve seen the screenshots. A 5x, 8x, maybe even a 10x ROAS inside the Meta Ads Manager. On paper, you’re winning. But when you look at your bank account or your total business revenue, the needle isn't moving.

The North Star Strategy: How Agencies Prove Impact with Customer Level Attribution

In the competitive landscape of digital marketing, agencies are often judged by metrics they can’t fully control. Platform ROAS is increasingly unreliable, and "blended" metrics often hide the truth about where growth is actually coming from.

How do you measure Top-of-Funnel (TOF) performance?

TOF success must be measured using New Customer ROAS and Multi-Touch Attribution rather than Last-Click or platform ROAS. Traditional metrics fail TOF because they ignore the "7-Day Trap" and allow algorithms to secretly reallocate budget into retargeting, creating a "Recoil Effect" that stalls long-term growth.

What is the Growth Ceiling Trap? The Growth Ceiling Trap is a revenue plateau occurring when Meta’s algorithm optimizes for low-cost "vibes" (retargeting and repeat buyers) rather than true new customer acquisition. This creates an "Attribution Illusion" where platform ROAS looks high, but actual business growth remains flat because top-of-funnel prospecting is starved of budget.

What is the Retargeting Trap?

The Retargeting Trap is a marketing failure where brands unknowingly dedicate their budget to re-acquiring existing customers rather than finding new ones. This leads to a "Treacherous Paradox": platform ROAS appears high (6x–10x), but actual new customer growth remains flat. By using FunnelVision to audit retargeting loops, brands like SweetLegs have generated more revenue on 50% less spend.

Is New Customer Growth Killing Your Profit? A Guide to Mastering nCAC

Getting new customers is exciting, right? It feels like growth. But are those new customers actually helping your bottom line, or are the new customer acquisition costs eating into profits? Figuring out your real new customer acquisition cost is essential because it tells you exactly how much your organization spends to bring in each brand new buyer. Without this number, you're basically flying blind with your marketing budget and overall business strategy.