4 min read
The Growth Ceiling Trap: Why Meta Rewards the Wrong Campaigns and How to Fix the Bias
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.
Topics: Wicked Reports Advanced Signal New Customer Acquisition Cost (NCAC) Ad Platform ROAS Meta Bias Growth Ceiling Retargeting Waste
4 min read
Stop Wasting 40% of Ad Spend on Existing Customers
Why do Meta algorithms waste ad budget?
Meta’s algorithm is incentivized to find the "easiest win," which often means serving ads to existing customers rather than finding new ones. This creates a "Retargeting Loop" where up to 40% of your budget is wasted on customers you already own, inflating platform ROAS while your actual New Customer Acquisition Cost (nCAC) continues to rise.
Topics: Wicked Reports Advanced Signal Meta Ads Waste Customer Re-Acquisition New Customer CAC eCommerce Ad Strategy Inflated ROAS
8 min read
iOS 26 & Tracking Parameters: What Performance Marketers Need to Know
iOS 26 and Tracking Parameters: What Performance Marketers Need to Know
The release of iOS 26 has raised alarm bells across the digital marketing community. For performance marketers, agencies, and data analysts, the fear is always the same: "Will my tracking break, and will I lose visibility into what's really driving results?"