5 min read
Meta Advantage+ vs Manual : 55,661 Campaigns Analyzed
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Meta Is Pushing Advantage+ Campaigns Relentlessly. Here's What 55,661 Campaigns Reveal.
The promise of Andromeda's AI brain sorting through a billion users to find your customers on auto-pilot sounds quite enticing. But I could not help wondering: is this actually a good thing for brands?
I ask because I have spent 10 years tracking Meta campaign performance against actual orders, and four things have stayed true the entire time.
Meta overstates its ability to drive immediate bottom-of-funnel sales.
Meta understates its ability to drive top-of-funnel cold traffic that leads to new customers.
Meta shows a lot more ROAS when you widen the attribution time window.
Meta's Conversions API is heavily optimized for immediate sales on the default setup.
With Meta now all but forcing advertisers into Advantage+, or switching it on behind the scenes if you do not read the fine print, it is time to use actual data, not opinion, to work out how advertisers should really use Advantage+, and when to stick to their manual guns instead.
So I had the fearless Wicked DB team pull the data on 55,661 Meta campaigns, comparing January through May 2024 against 2025, to finally get to the bottom of a few things. Let's dive in.
Topics: Wicked Reports marketing attribution ROI Meta Advertising nCAC Meta Advantage Plus Campaing Advantage+ vs Manual Meta Campaigns
5 min read
Meta Advantage+ vs Manual : 55,661 Campaigns Analyzed
-Aug-17-2026-08-50-00-2630-AM.png)
Meta Advantage+ vs Manual: What 55,661 Campaigns Reveal About nCAC
The promise of Meta's Andromeda AI brain sorting through a billion users to find your customers on auto-pilot sounds enticing. But is it actually good for brands? I have spent 10 years tracking Meta campaign performance against actual orders, and four things have stayed true the entire time:
Meta overstates its ability to drive immediate bottom-of-funnel sales.
Meta understates its ability to drive top-of-funnel cold traffic that leads to new customers.
Meta shows a lot more ROAS when you widen the attribution window.
Meta's Conversion API is heavily optimized for immediate sales on the default setup.
With Meta now pushing advertisers hard toward Advantage+, and switching it on behind the scenes if you do not read the fine print, it is time to settle this with actual data instead of opinion. So I had the Wicked DB team pull 55,661 Meta campaigns and compare January through May 2024 against the same window in 2025. Here is what the data shows.
Topics: Wicked Reports marketing attribution ROI Meta Advertising nCAC Digital Marketing Insights
6 min read
Multi-Touch Attribution for Ecommerce : A Practical Guide
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How to Use Multi-Touch Attribution for Your Ecommerce Store
If you run an ecommerce store, you already know your customers do not buy in a straight line. Someone sees a Facebook ad, forgets about it, gets an email two weeks later, clicks a Google search result a month after that, and finally buys. So which of those touches gets the credit for the sale? If you are using last-click, the answer is "only the last one," and that is exactly how ecommerce brands end up defunding the campaigns that actually drive their growth. Multi-touch attribution fixes that. Here is how it works and how to apply it to your store.
Topics: Wicked Reports Ecommerce marketing attribution ROI Linear Attribution Attribution Health multi-touch attribution
5 min read
Cohort Analysis: Tracking Long-Term Revenue and LTV
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Cohort Analysis: How to Track the Long-Term ROI of Your Leads
Here is a problem every marketer eventually runs into. You run a one-month campaign around a special offer. You can see how many leads it generated and how much revenue came in that month. But nine months later, the customers from those leads are still buying, still bringing in money. So what was that campaign actually worth? Not the first month's revenue, but the full value of the customers it brought in, measured over time. Answering that question is what cohort analysis is for.