MetaadsthatsurviveiOS14.
5-15 fresh creatives a week. Advantage+ vs. manual decided per account. Conversions API as table stakes. 5+ years a Meta Business Partner.
The realities behind the channel.
iOS 14 broke attribution, but not Meta
Signal is leaner, but ad spend that's set up right still scales. The problem isn't Meta, it's accounts running on 2020 best practices.
Creative is the new targeting
Lookalikes died. Broad targeting + creative volume won. The brands scaling on Meta in 2026 ship 5-15 fresh creatives per week.
CPMs rose 38% YoY in our portfolio
Survivable, but only with margin discipline. ROAS targets need re-baselining every quarter, and most agencies haven't.
Every lever inside the channel.
Advantage+ Shopping
When it works, when it doesn't. Decision framework per account based on data sufficiency and product diversity.
Manual campaign structure
For brands where Advantage+ underperforms. Audiences segmented by funnel stage and creative testing layered on top.
Creative production cadence
We script and direct. Production via your designer or our partner network. 5-15 ads/week at maturity.
Conversions API + CAPI Gateway
Server-side conversion pipeline that survives browser-level signal loss. Direct setup or via Stape/PixelYourSite-class gateways.
Reels + Stories
Vertical-first creative. Native-feeling, not retrofitted square ads. Hook tests, motion grading, retention scoring.
Retargeting + retention
Time-decay retargeting, post-purchase upsell flows, lapsed-customer winbacks integrated with email.
Four steps from audit to scale.
Signal & attribution audit
CAPI health check, pixel overlap, attribution window alignment, iOS 14+ signal mapping, before a dollar moves.
Creative brief & cadence
Hook analysis on existing ads, performance scoring, 5-15 fresh concepts per week starting from week 3.
Campaign architecture
Advantage+ vs. manual decision per account. Funnel segmentation. Budget routing by objective and margin tier.
Scale loop
Weekly creative debrief, CPM/CTR benchmarking vs. our $61M portfolio, audience expansion when signals stabilise.
The leaks we find in 9 of 10 audits.
- Using 2020-era ROAS targets without margin re-baseline
- Hardcoded 1-3-7 day retargeting windows (dead since 2022)
- Skipping Conversions API (signal loss compounds)
- Same creative running 6+ weeks, fatigue tanks CTR + raises CPM
- Stacking too many audiences in one campaign (Meta deprioritizes)
- No post-purchase upsell flow
10× ROAS sustained across 90 days
We Love Eyes · Health & Beauty eCommerce
How we compare.
| What we optimise | Typical agency | iClick |
|---|---|---|
| Creative refresh cadence | Monthly or ad hoc | 5-15 new creatives per week |
| iOS attribution | Pixel only | CAPI + AEM + server-side |
| ROAS target basis | Client-requested number | Margin-calculated, re-baselined quarterly |
| Advantage+ decision | Always-on default | Data-driven per account |
| Audience strategy | Stacked audiences | Clean broad + creative volume |
| Post-purchase flows | Not offered | Upsell + lapsed-customer winback |
Common questions.
Channels that compound each other.
See what your account is leaving on the table.
47-point written audit. Five business days. No sales call.
