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Good morning this manic Meta Monday. I’m definitely dating myself when I tell you that I ran my first Facebook ad in 2008: a Teespring Donnie Darko t-shirt that I targeted Donnie Darko fans with. Mind…blown. I made 2 sales in the first day, and the rest is history.
📎 Two Meta settings worth testing right now
@herrmanndigital is calling these the two biggest wins on Meta right now: switching attribution from 7-day click to 7-day click plus 1-day engaged view, and pairing that with Value Optimization.
Someone asked what improved, and he said CAC, new visitor percentage, CVR. Almost everything.
We sent a quick Slack message to Taylor from the Pilothouse team. Taylor said that Value Optimization has historically been the weak link on Meta but it's finally performing, and 7DC/1DE has a lot of potential if you're using something like Triple Whale to monitor incremental gains instead of trusting Meta's dashboard alone.
Test both together and measure with an independent tool. What are you seeing do well in your accounts right now? Hit reply and let me know.
📱 Turns out 71% of impulse purchases happen on mobile. Friction will cost you.
Mobile is either where your revenue is going or where it's leaking. One you want, one you don't.
The brands with dedicated apps are pulling away from everyone still just optimizing for mobile web.
BÉIS is seeing 67% higher CVR on app versus mobile web. Credo Beauty hit its 6-month revenue goal in 2 months. Princess Polly is pulling 28% of total online revenue from the app.
Tapcart surveyed 1,200 shoppers to find out why. Friction at that moment doesn't just lose the sale, it loses the customer. 67% of shoppers trust brands more when they have an app. For Gen Z that climbs to 80%.
All that data (and more) is in the free report. 6 chapters, 100+ AI tactics. Go get it.
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📋 Google's about to make every AI-generated ad wear a name tag
Google's rolling out a how this was made panel on Search, YouTube, and Discover ads, visible through the three-dot menu.
If you used Google's own AI tools to build the creative, it’ll be labeled automatically. If you used anything else, Midjourney, Runway, whatever's in your stack, you now have to manually flag it when you submit the ad.
Meta already does something similar on Facebook and Instagram, so this is the whole industry catching up to the same AI transparency standard.
Audit your active creative and know which assets were AI-touched before Google starts asking.
🎙️ OpenAI made talking to AI less annoying
Last week we shared how Alexa+ Agentic Ads can order you an XL Papa Johns pepperoni pizza mid-conversation. Today OpenAI shipped GPT-Live, a new voice model that listens and talks at the same time instead of doing the walkie-talkie back-and-forth every voice assistant has done until now.
It can say "mhmm" while you're still talking, sit quietly if you ask it to, and hand off to a frontier model in the background for anything that needs real reasoning, all without any awkward breaks in the convo. Very dystopian if you ask me.
It's already live for ChatGPT's 150 million weekly voice and dictation users.
Two agentic voice products landing days apart points to voice turning into a real commerce surface, not a side channel. So get your product copy and listings ready to be read aloud, not just scanned.
🚀 Don't delete your legacy ASC campaigns yet
I think every second post I see on X right now is about Meta. Meta’s broken, Meta campaign settings, testing structure.
So I checked in with one of the buyers on the Pilothouse team (our sister agency) to see what they were seeing in their portfolio. Here’s what they shared:
For a handful of Pilothouse brands, Legacy Advantage+ Shopping campaigns continue to outperform new Advantage+ campaigns.
Quick context: Meta replaced the original Advantage+ Shopping Campaigns (ASC) with a broader Advantage+ campaign setup over the past year. The new version bundles more campaign types together and removes some controls that legacy ASC users relied on, like capping spend to existing customers. Many advertisers migrated automatically or started building in the new format, but legacy ASC campaigns still exist in some accounts.
Pilothouse shared this breakdown of performance from a legacy ASC vs. a new ASC for an automotive brand making around $20M a year on Shopify.
Three things keeping legacy ahead for this account. First, existing customer caps - legacy ASC lets you cap spend toward existing customers down to 0%, new Advantage+ doesn't. Second, historical signal - the legacy campaign object keeps the learning from prior spend, so Pilothouse tests new creative separately and moves winners in rather than starting fresh. Third, the legacy campaign scaled to $268K in new-audience spend before efficiency dropped. The Advantage+ version hit its ceiling at $48K.
If you've got legacy ASC campaigns sitting in your account, try re-enabling them with your legacy and new top ads before assuming the new setup is better.
🎧 NEW EPISODE: How To Build A Brand AI Recommends Part 2
On this episode of Ad-venturous, Aves lays out the competitor matrix she builds for every brand, paying specific attention to pricing and brand perception.
Missed part 1? Listen here. (Part 3’s coming next week, so keep an eye out for that.)
She shares her research process: mapping where a brand sits against direct and indirect competitors, plus mining native AI summaries on TikTok and Instagram to find the keywords competitors haven't claimed.
Learn how personas should emerge from that research, and how a four-box message map defines exactly what to say to each one.
▶️ Watch here | 🎧 Listen on Spotify
💸 The biggest revenue gains in ecom don't come from converting more visitors. They start at the cart. Aftersell analyzed 17M sessions across 1,670 brands to break it down in the Revenue Leak Report. Dig into it here. *
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