Facebook Ads with Fexingo: Meta Marketing, Audience Targeting, and Social Ad Campaigns

In this episode of Facebook Ads with Fexingo, Lucas and Luna explore how Meta uses incremental lift testing to measure the true impact of ad creative—beyond just clicks and conversions. They break down the mechanics of holdout groups, the difference between incremental and absolute lift, and why this method is reshaping how brands allocate budget. Using a concrete example of a DTC skincare brand, they show how creative testing can reveal which ads actually drive new sales versus simply capturing demand. They also discuss the limitations of lift testing, including cost and complexity, and share practical tips for smaller advertisers. If you've ever wondered why some ads seem to perform well but don't grow your business, this episode offers a clear framework for thinking about true advertising effectiveness. #IncrementalLift #MetaAds #FacebookAds #AdCreative #MarketingScience #DTC #Skincare #AdTesting #HoldoutTest #MarketingROI #DigitalMarketing #AdvertisingEffectiveness #SocialMediaMarketing #MetaMarketing #BusinessPodcast #FexingoBusiness #MarketingPodcast #FacebookMarketing Keep every episode free: buymeacoffee.com/fexingo

In this episode of Facebook Ads with Fexingo, Lucas and Luna dive into how Meta is shifting from conversion value to predicted lifetime value (pLTV). They explore what pLTV actually measures, how it differs from a simple conversion value, and why a $30 purchase from a loyal customer can outperform a $100 one-off sale. Using the example of a subscription skincare brand, they trace how Meta's algorithm uses past behavior, app engagement, and purchase frequency to estimate future revenue. They also break down the practical implications for advertisers: how to align your campaign objective with pLTV, why creative that attracts quality customers matters more than ever, and what to do if your data isn't ready for this model. The conversation is grounded in the current advertising landscape as of August 2026, touching on iOS privacy changes and Meta's growing reliance on machine learning. If you're running Facebook or Instagram ads and want to understand why Meta seems to be optimizing for a different metric than the one you're reporting on, this episode is for you. #FacebookAds #MetaAdvertising #LifetimeValue #PredictiveAudiences #MarketingStrategy #SocialMediaAds #DigitalMarketing #AdOptimization #MachineLearning #CustomerRetention #SkincareBrand #InstagramAds #ConversionTracking #AudienceTargeting #Business #Marketing #FexingoBusiness #BusinessPodcast Keep every episode free: buymeacoffee.com/fexingo

In this episode of Facebook Ads with Fexingo, Lucas and Luna explore the often-misunderstood concept of conversion value in Meta's ad ranking system. They explain how the value optimization algorithm looks beyond simple conversions to estimate the worth of each action, and how that reshapes bidding, delivery, and creative strategy. Using a concrete example of an online furniture store, they illustrate how a $200 sale versus a $20 click changes the game for advertisers. The episode also digs into the practical implications: how to set up value-based bidding, why you may need to feed conversion data back to Meta, and how smaller businesses can apply these principles without a huge data pipeline. If you've ever wondered why your ads seem to chase the wrong customers, this episode gives you a clear framework for aligning Meta's goals with your actual business value. Tune in for a fresh perspective on a core but rarely explained lever in Facebook advertising. #ConversionValue #MetaAds #FacebookAds #ValueOptimization #AdRanking #BiddingStrategy #Marketing #DigitalAdvertising #FacebookMarketing #PaidSocial #ROAS #LTV #AdDelivery #MetaAlgorithm #BusinessPodcast #FexingoBusiness #Fexingo #Podcast Keep every episode free: buymeacoffee.com/fexingo

In this episode of Facebook Ads with Fexingo, Lucas and Luna explore Meta's predictive audience targeting, a feature that uses machine learning to identify users likely to take a specific action—like making a purchase—before they even see your ad. They break down how it differs from classic interest-based or lookalike audiences, using a real-world example of a DTC skincare brand that saw a 23 percent lower cost per acquisition by switching to predictive targeting. The hosts discuss what data Meta uses, the trade-offs with data privacy, and how small advertisers can test it without blowing their budget. If you've ever wondered whether Meta really can predict your next customer, this episode gives you the concrete mechanics and practical steps to try it yourself. #PredictiveAudiences #MetaAds #FacebookAds #AudienceTargeting #MachineLearning #DTCBrands #MarketingStrategy #SocialMediaAds #CostPerAcquisition #AdOptimization #MetaMarketing #PaidSocial #BusinessPodcast #MarketingPodcast #FexingoBusiness #DigitalMarketing #CustomerAcquisition #AdTech Keep every episode free: buymeacoffee.com/fexingo

In this episode of Facebook Ads with Fexingo, Lucas and Luna explore the hidden mechanics behind Facebook's ad frequency cap — the tool that prevents your ads from stalking customers into oblivion. They break down what frequency actually measures (average exposures per person), why Meta's default settings often lead to over-saturation, and how smart marketers set caps to balance reach and recall. Using a real-world example of a DTC skincare brand, they walk through the sweet spot of three to five impressions per user per week, the trade-offs with cost per result, and the risks of setting caps too low. They also compare frequency caps with ad scheduling and audience quality score, showing how they interact. By the end, you'll know exactly how to test frequency caps in Ads Manager, read the frequency column, and avoid the classic mistake of capping too early. If you've ever wondered why your ads feel like they're stalking your audience, this episode is your fix. #FacebookAds #MetaMarketing #AdFrequency #FrequencyCap #AdDelivery #SocialMediaAds #DigitalMarketing #PaidSocial #AdTargeting #AdPerformance #MarketingStrategy #AdOptimization #MetaAds #AdCampaigns #Marketing #FexingoBusiness #BusinessPodcast #MarketingPodcast Keep every episode free: buymeacoffee.com/fexingo

In this episode of Facebook Ads with Fexingo, Lucas and Luna dig into Meta's Advantage Plus Shopping Campaigns and what they actually do under the hood. They walk through how the system automates audience discovery, creative optimization, and budget allocation, and why it sometimes outperforms manual campaigns—and when it might not. Using a concrete example of a mid-size retailer, they explain the 'black box' nature of Advantage Plus and how human oversight still matters for brand safety and creative strategy. If you've ever wondered whether to hand over the reins to Meta's AI, this episode gives you a practical framework to decide. Tune in for a grounded, no-hype look at one of the most talked-about features in paid social right now. #AdvantagePlus #MetaAds #FacebookAds #SocialMediaMarketing #PaidSocial #AdAutomation #AIAdvertising #MarketingStrategy #DigitalMarketing #AudienceTargeting #CreativeOptimization #BudgetAllocation #ROAS #AdPerformance #Meta #FexingoBusiness #BusinessPodcast #MarketingPodcast Keep every episode free: buymeacoffee.com/fexingo

Most marketers trust Facebook's own numbers when they look at a campaign report. But those numbers can be misleading. In this episode, Lucas and Luna dig into incremental lift testing — the method that tells you what Facebook ads actually added, versus what would have happened anyway. They walk through a concrete example: a DTC skincare brand that ran a geo holdout test in two states, and how the results changed their budget allocation. You'll learn what incrementality means, why Facebook's reported conversions often overstate the real impact, and how to run a holdout test without a data science team. If you've ever doubted whether your Facebook ads are truly driving sales, or just catching people who'd buy anyway, this episode gives you a practical framework for finding the truth. #IncrementalLift #FacebookAds #GeoHoldoutTest #MarketingMeasurement #AdAttribution #MetaAdvertising #AdEfficiency #DTCBrands #MarketingAnalytics #AdSpendOptimization #ConversionTracking #LiftTesting #PaidSocial #Marketing #Business #FexingoBusiness #BusinessPodcast #MarketingPodcast Keep every episode free: buymeacoffee.com/fexingo

Lucas and Luna dig into how Meta is using AI to automatically generate and test ad copy at scale — a major shift from hand-written headlines. They break down what this means for small advertisers, how to stay in control while leveraging the tool, and why the human touch still matters in a world of clever machines. Expect practical takeaways you can use in your next campaign. #FacebookAds #MetaAdvertising #AICopywriting #AdCreative #MarketingAutomation #DigitalMarketing #SocialMediaAds #AdCopy #SmallBusinessMarketing #PaidSocial #MetaAI #MarketingTips #BusinessGrowth #FexingoBusiness #BusinessPodcast #MarketingPodcast #Advertising #ContentMarketing Keep every episode free: buymeacoffee.com/fexingo

In this episode of Facebook Ads with Fexingo, Lucas and Luna explore how systematic ad creative testing helps advertisers beat creative fatigue and keep performance strong. They break down the science of creative rotation, why frequency caps alone aren't enough, and how Meta's delivery system rewards fresh creative. Using a real example of a DTC brand that cut cost per acquisition by 18 percent just by restructuring its testing process, they show how a simple testing framework can make a big difference. They also discuss the balance between testing too much and too little, how to read creative testing data without getting fooled by noise, and why the winning ad isn't always the best one to scale. If you're running Facebook ads and want to get more from your creative, this episode gives you a practical approach to testing that you can start using today. #FacebookAds #MetaMarketing #AdCreativeTesting #CreativeFatigue #DigitalMarketing #PaidSocial #AdTesting #Marketing #Business #FexingoBusiness #BusinessPodcast #SocialMediaAds #AdDelivery #CostPerAcquisition #MarketingStrategy #AudienceTargeting #AdPerformance #AdRotation Keep every episode free: buymeacoffee.com/fexingo

In this episode of Facebook Ads with Fexingo, Lucas and Luna explore Meta's evolving video ad formats and their surprising impact on brand lift. They break down the rise of Reels ads, the science behind short-form creative, and how brands can use video to drive both awareness and conversions. With real-world examples and practical tips, you'll learn why video is no longer optional for advertisers and how to leverage Meta's AI-powered video tools to cut through the noise. Tune in for a data-backed look at what's working in 2026. #MetaVideoAds #ReelsAds #BrandLift #FacebookAdvertising #Marketing #PaidSocial #VideoMarketing #ShortFormVideo #MetaAI #AdCreative #SocialMediaAds #InstagramAds #DigitalMarketing #AdDelivery #CreativeStrategy #FexingoBusiness #BusinessPodcast #MarketingPodcast Keep every episode free: buymeacoffee.com/fexingo

In this episode of Facebook Ads with Fexingo, Lucas and Luna dive into the mechanics of custom audiences—the foundation of Meta's targeting. They explore how a simple seed—a customer list, a pixel, or even a video view—becomes a tailored audience for your ads. Using the example of a fictional coffee subscription brand, they break down the process: from hashing emails for privacy to Meta's machine learning that finds patterns in behavior. They also discuss the pitfalls: why small lists lead to thin audiences, how to avoid overlap with lookalike audiences, and why quality of data beats quantity. The hosts share practical tips on refining custom audiences with exclusions and layering, and they touch on Meta's recent updates to audience controls. Whether you're a marketer or just curious about how ads follow you, this episode offers a clear, behind-the-scenes look at one of Meta's most powerful yet misunderstood tools. #CustomAudiences #MetaAdvertising #FacebookAds #AudienceTargeting #AdTech #DigitalMarketing #MarketingStrategy #MetaBusiness #AudienceInsights #DataDrivenMarketing #SocialAds #PaidSocial #AdCampaigns #MarketingTips #BusinessGrowth #FexingoBusiness #BusinessPodcast #MarketingPodcast Keep every episode free: buymeacoffee.com/fexingo

Lucas and Luna dig into the mechanics of Facebook ad retargeting in 2026 — specifically, how Meta decides who sees a retargeted ad after they've left your site. They walk through the difference between pixel-based and server-side retargeting, why frequency caps matter more than ever, and how a simple product-page view can turn into a week-long sequence of ads that actually convert. With the iOS privacy shakeup still echoing, they explain how Meta now relies on modeled conversions and machine learning to fill the gaps. The episode lands on a concrete example: a boutique outdoor gear brand that cut retargeting waste by 30 percent using custom audiences built around time-on-site and scroll depth. If you've ever wondered why you see that one jacket everywhere after browsing it once, this episode shows what's happening behind the ad — and how advertisers can control it without creeping people out. #FacebookAds #MetaAds #Retargeting #PaidSocial #AudienceTargeting #PixelTracking #ConversionsAPI #AdFrequency #CustomAudiences #MachineLearning #Marketing #DigitalMarketing #SocialMediaAdvertising #AdSpend #ROAS #FexingoBusiness #BusinessPodcast #MarketingStrategy Keep every episode free: buymeacoffee.com/fexingo

In this episode of Facebook Ads with Fexingo, Lucas and Luna explore a quietly powerful lever in Meta's ad platform: Advantage+ audience expansion. With iOS 14 signal loss still reshaping targeting, Meta has been pushing advertisers to let its AI widen their audience beyond strict targeting parameters. But what does that mean for your campaign performance? Lucas walks through how Advantage+ expansions use machine learning to find incremental conversions, often at a lower cost per acquisition, while Luna raises the trade-offs: loss of control, brand safety, and the fear of wasted spend. They break down real scenarios—from a niche B2B service to a broad e-commerce brand—and explain when to trust the expansion and when to tighten the reins. The episode also touches on how Meta's ad delivery has shifted from 'audience matching' to 'outcome optimization,' and what that means for your creative strategy. If you've ever wondered whether that little 'expand audience' toggle is a gift or a trap, this episode gives you a clear framework for testing it profitably. Tune in for a practical, no-nonsense look at one of Meta's most under-discussed targeting features. #AdvantagePlus #AudienceExpansion #MetaAds #FacebookAds #PaidSocial #AdTargeting #MachineLearning #AIAdvertising #CampaignOptimization #ConversionRate #CostPerAcquisition #DigitalMarketing #MarketingPodcast #FexingoBusiness #BusinessPodcast #MetaAdvertising #AdDelivery #PerformanceMarketing Keep every episode free: buymeacoffee.com/fexingo

Meta is testing a new global frequency cap of five impressions per ad per user per week, a shift that could reshape how advertisers think about reach and fatigue. Lucas and Luna dig into the mechanics, the trade-offs, and what it means for small businesses and performance marketers. They explore why frequency caps have historically been a blunt tool, how the cap could force better creative discipline, and why some advertisers are skeptical about losing control. With real numbers on average frequency across industries and a look at how the change interacts with Advantage+ and campaign budget optimization, this episode gives you a practical framework for rethinking your own frequency strategy. Plus, a quick note on why this show stays ad-free and how listeners can support that if they want. #FrequencyCap #MetaAds #FacebookAds #AdFatigue #PaidSocial #PerformanceMarketing #AdvantagePlus #CampaignBudgetOptimization #Reach #CreativeTesting #Marketing #BusinessPodcast #FexingoBusiness #Business #SocialMediaMarketing #AdDelivery #DigitalAdvertising #Meta Keep every episode free: buymeacoffee.com/fexingo

Lucas and Luna explore how Meta's machine learning system, partially powered by Meta AI, now influences ad delivery and creative generation. They break down the shift from manual audience targeting to AI-driven exploration, the implications for creative testing, and the new skills marketers need. The conversation touches on Meta's performance-driven approach, the role of the Conversions API, and how businesses can adapt their testing frameworks. A concrete example of an advantage-plus campaign illustrates the concepts. The episode concludes with a honest look at the challenges and opportunities of relinquishing control to AI in paid social. #MetaAI #FacebookAds #AdDelivery #MachineLearning #AdvantagePlus #CreativeAI #PaidSocial #Marketing #DigitalAdvertising #Meta #ConversionsAPI #AudienceTargeting #AdTesting #PerformanceMarketing #FexingoBusiness #BusinessPodcast #MarketingPodcast #SocialMediaAds Keep every episode free: buymeacoffee.com/fexingo

In this episode, Lucas and Luna drill into a specific failure mode of Facebook advertising: the frequency cap. Most marketers set a frequency cap at 2 or 3 and assume their ads won't annoy anyone. But Meta's delivery system doesn't always respect those caps, and even when it does, the cap doesn't guarantee the right cadence. Lucas breaks down how Meta's ad delivery actually weighs frequency against auction dynamics, using the example of a DTC skincare brand that saw conversions drop 30 percent after a week of heavy frequency on a single audience. Luna pushes back on the common fix of simply lowering the cap, and they explore why a frequency cap is a blunt instrument compared to creative rotation, audience segmentation, and campaign-level pacing. They also touch on how Apple's iOS changes have made frequency data even less reliable, and what marketers can do in a world where true frequency is increasingly opaque. If you've ever wondered why your ads feel like they're stalking people, this episode has some answers. #FacebookAds #MetaMarketing #FrequencyCaps #AdFatigue #SocialMediaAdvertising #PaidSocial #MarketingStrategy #DTC #AdDelivery #CreativeRotation #AudienceSegmentation #iOS14 #CampaignOptimization #AdFrequency #MetaAds #DigitalMarketing #FexingoBusiness #BusinessPodcast Keep every episode free: buymeacoffee.com/fexingo

In episode 146 of Facebook Ads with Fexingo, Lucas and Luna explore how acknowledging a prospect's existing effort—like a blog post they wrote or a video they made—creates powerful ad engagement. They break down the psychology of reciprocity, walk through a concrete B2B SaaS case study that lifted click-through rates by 38 percent, and discuss how to apply this technique without sounding patronizing. Learn how to weave genuine value-acknowledgment into your ad creative, landing pages, and even your email follow-up, and hear why it outshines traditional discounting for building long-term trust. Tune in for a practical, data-backed look at a subtle but potent lever in the Facebook ads playbook. #FacebookAds #ValueAcknowledgment #ReciprocityMarketing #AdCreative #B2BSaaS #ClickThroughRate #MarketingPsychology #AudienceTargeting #SocialMediaAds #MetaAdvertising #CustomerTrust #AdStrategy #DigitalMarketing #Marketing #FexingoBusiness #BusinessPodcast #SocialAD #PaidSocial Keep every episode free: buymeacoffee.com/fexingo

In this episode, Lucas and Luna dive into the mechanics of Facebook lookalike audiences, focusing on the critical role of seed selection. They explain how the size, recency, and quality of your seed audience directly impact campaign scale, cost per acquisition, and conversion quality. Using the example of a DTC skincare brand, they walk through choosing between a one-percent and five-percent lookalike, and why a seed of 1,000 high-value customers often outperforms a larger, less refined list. They also discuss the trade-offs between pixel-based seeds and customer list seeds, and how to use lookalikes for prospecting without blowing your budget. No marketing fluff—just practical insights for advertisers who want their Facebook ads to actually work. #FacebookAds #LookalikeAudiences #SeedSelection #Marketing #PaidSocial #Meta #AudienceTargeting #Prospecting #DTC #Ecommerce #AdStrategy #DataDrivenMarketing #FexingoBusiness #BusinessPodcast #MarketingPodcast #AdTargeting #ROI #ConversionOptimization Keep every episode free: buymeacoffee.com/fexingo

In this episode of Facebook Ads with Fexingo, Lucas and Luna explore the unsung hero of efficient ad spend: negative keyword targeting. With CPMs climbing in mid-2026, every wasted impression hurts. Using the example of a high-end furniture retailer, they show how excluding terms like 'cheap' or 'used' before launch can cut cost-per-acquisition by 30%. They discuss Meta's keyword exclusion lists, placement-level controls, and how to find your worst-performing search terms via the search terms report. Plus, a practical tip on updating exclusions weekly to stay ahead of search trends. If you're running Facebook ads and haven't touched your negative keyword list, this episode will change your approach. #FacebookAds #NegativeKeywords #AdSpendEfficiency #MetaAds #PaidSocial #DigitalMarketing #Targeting #FurnitureRetail #SearchTerms #KeywordExclusions #CPM #ROI #AdOptimization #MarketingStrategy #FexingoBusiness #BusinessPodcast #SocialMediaAdvertising #MarketingTips Keep every episode free: buymeacoffee.com/fexingo

In this episode of Facebook Ads with Fexingo, Lucas and Luna dive into the hidden cost of ad fatigue—when users see the same ad too many times and engagement collapses. They explore how frequency caps work at the campaign and ad-set level, why optimal frequency varies by industry, and how creative rotation keeps audiences fresh. Real-world examples include a clothing retailer that cut frequency from 4.2 to 2.1 per week and saw click-through rates double. Plus, a look at automated rules to pause ads when frequency thresholds are hit. If you're running social ad campaigns, this episode gives you the metrics and tactics to prevent wasted spend and keep your audience engaged. #AdFatigue #FrequencyCaps #CreativeRotation #FacebookAds #MetaMarketing #SocialAdCampaigns #AudienceTargeting #MarketingStrategy #DigitalAdvertising #PaidSocial #AdOptimization #CPM #ClickThroughRate #AutomatedRules #DynamicCreative #FexingoBusiness #BusinessPodcast #Marketing Keep every episode free: buymeacoffee.com/fexingo

Facebook's Audience Quality Score is a behind-the-scenes metric that determines whether your ads get shown cheaply or expensively. In this episode, Lucas and Luna break down how the score is calculated—using engagement, relevance, and negative feedback—and how a DTC skincare brand lowered its CPM by 30% simply by refining its targeting. They also share practical steps to monitor and improve your score, from using exclusions to A/B testing audience segments. If you run Facebook ads, understanding this score is the key to efficient delivery. #FacebookAds #AudienceQualityScore #MetaMarketing #AdDelivery #RelevanceScore #Engagement #NegativeFeedback #CPM #AdOptimization #Targeting #MarketingTips #PaidSocial #FexingoBusiness #BusinessPodcast #SocialMediaMarketing #DigitalAdvertising #MetaAds #AudienceTargeting Keep every episode free: buymeacoffee.com/fexingo

In episode 141 of Facebook Ads with Fexingo, Lucas and Luna break down how ad scheduling (dayparting) can slash cost per acquisition by up to 22%. They walk through a real retail client case, discuss mobile audience behavior by daypart, and show how to combine scheduling with lifetime budgets and automated rules. Plus a quick note on how listener support keeps the show independent. #FacebookAds #AdScheduling #Dayparting #PaidSocial #CostEfficiency #MetaAdvertising #MarketingStrategy #ConversionOptimization #RetailAdvertising #AutomatedRules #LifetimeBudget #DeliveryInsights #AdTargeting #SmallBusinessMarketing #FexingoBusiness #BusinessPodcast #MarketingPodcast #DigitalAdvertising Keep every episode free: buymeacoffee.com/fexingo

In this episode, Lucas and Luna dive into hyperlocal geofencing on Facebook, using the example of Houndstooth Coffee in Austin, which targets ads within a quarter-mile radius of its main competitor. They break down how geofencing works, the technology behind it (GPS, Wi-Fi, Bluetooth beacons), and the pros and cons: higher conversion rates vs. privacy concerns. They also discuss best practices, including radius size, ad frequency, and creative optimization for foot traffic. A must-listen for local businesses and marketers looking to maximize offline roi from small geographic areas. #FacebookAds #HyperlocalTargeting #Geofencing #HoundstoothCoffee #Austin #LocalMarketing #FootTraffic #SMBMarketing #DigitalMarketing #AdTargeting #LocationBasedAds #SocialMediaAds #MarketingStrategy #Conversions #Privacy #Marketing #FexingoBusiness #BusinessPodcast Keep every episode free: buymeacoffee.com/fexingo

In Episode 139 of Facebook Ads with Fexingo, Lucas and Luna dive into Campaign Budget Optimization (CBO) — a feature many advertisers underutilize. They explain how CBO automatically shifts budget to the best-performing ad sets, eliminating the need for manual rebalancing. Using a real-world example from a DTC brand that reduced CPA by 15 percent, they break down when to use CBO versus individual ad set budgets, the importance of sufficient ad set count, and common pitfalls like budget fragmentation. Tune in to learn how to let Facebook's algorithm optimize your spend efficiently. #FacebookAds #CampaignBudgetOptimization #CBO #MetaMarketing #SocialAdCampaigns #PaidSocial #AdSpendOptimization #DigitalMarketing #FacebookAdvertising #MarketingStrategy #AudienceTargeting #AdSetBudget #AlgorithmicBidding #DTCBrand #MarketingPodcast #FexingoBusiness #BusinessPodcast #MarketingTips Keep every episode free: buymeacoffee.com/fexingo

In this episode, Lucas and Luna dive deep into Meta's Conversions API (CAPI), the server-side tracking tool that's become essential after iOS 14. They walk through how it differs from the pixel, why it reduces data loss, and share a real-world example from a mid-size e-commerce brand that saw a 15% lift in attributed ROAS after implementation. Plus, practical tips on event deduplication, partner integrations, and how CAPI feeds Facebook's AI for smarter delivery. No fluff — just the tactical details you need if you manage Facebook ad campaigns. #ConversionsAPI #ServerSideTracking #FacebookAds #MetaMarketing #iOS14 #DataPrivacy #AdMeasurement #EcommerceMarketing #EventDeduplication #PartnerIntegrations #Attribution #ROAS #AdDelivery #Business #Marketing #FexingoBusiness #BusinessPodcast #SocialAds Keep every episode free: buymeacoffee.com/fexingo

In this episode, Lucas and Luna explore how Facebook Ads' value-based bidding lets advertisers optimize for purchase value instead of just conversions. They break down a concrete example—a mid-market furniture retailer using purchase value data to train Meta's algorithm to prioritize high-ticket buyers. Lucas explains the setup steps, the minimum data requirements, and how value-based lookalikes can find new customers who mirror top spenders. The conversation also touches on common pitfalls like skewed value distributions and offers a practical checklist for implementation. A must-listen for any marketer trying to squeeze more revenue from every ad dollar. #FacebookAds #ValueBasedBidding #MetaMarketing #ROAS #PaidSocial #AudienceTargeting #DigitalMarketing #Ecommerce #AdOptimization #MarketingPodcast #BusinessPodcast #FexingoBusiness #MarketingStrategy #ConversionOptimization #LookalikeAudiences #FacebookPixel #MachineLearning #AdTech Keep every episode free: buymeacoffee.com/fexingo

Since iOS 14, advertisers have struggled to match offline purchase data with Facebook users. Enter data clean rooms — secure environments where brands and Meta can combine hashed identifiers without exposing raw data. In this episode, Lucas and Luna explain how a national retailer used a Snowflake clean room to build a custom audience of high-value past purchasers, improving ROAS by 30 percent while maintaining privacy compliance. They walk through the technical setup, the role of hashing and encryption, and why clean rooms are becoming a must-have for sophisticated Facebook advertisers. Plus, they discuss the limitations, including data refresh latency and the need for technical expertise. If your ad strategy depends on first-party data, this episode offers a clear, actionable primer on a complex topic. #DataCleanRooms #FacebookAds #MetaMarketing #PrivacyCompliance #FirstPartyData #Snowflake #CustomAudiences #iOS14 #AdTargeting #Martech #AudienceMatching #ConversionAPI #MarketingStrategy #DigitalAdvertising #SocialMediaAds #FexingoBusiness #BusinessPodcast #Marketing Keep every episode free: buymeacoffee.com/fexingo

Meta's Advantage+ shopping campaigns represent a paradigm shift in how advertisers approach Facebook advertising — fully automated targeting, bidding, and creative optimization driven by machine learning. In this episode, Lucas and Luna unpack the mechanics behind the 17 percent average cost-per-acquisition reduction Meta reports, examine the trade-offs when advertisers cede manual control, and explore a concrete example from a mid-market apparel brand that cut CPA by 22 percent in three months. They also discuss why this shift demands a new mindset from marketers who are used to granular audience selection, and how Advantage+ uses signals like purchase intent and product catalog data to find high-value customers across Facebook, Instagram, and Messenger. The conversation covers the role of creative diversity, the impact on budget allocation, and what the rise of full-funnel automation means for the future of ad management. Whether you're running e-commerce campaigns or considering testing Advantage+ for lead generation, this episode gives you the framework to evaluate whether auto-pilot delivers better results than traditional hands-on-keyboard optimization. #FacebookAds #AdvantagePlus #Meta #Marketing #SocialMediaAdvertising #AutomatedCampaigns #CostPerAcquisition #AudienceTargeting #Ecommerce #DigitalMarketing #MachineLearning #CampaignOptimization #ROI #AdBudget #ConversionRate #FexingoBusiness #BusinessPodcast #MarketingPodcast Keep every episode free: buymeacoffee.com/fexingo

In this episode, Lucas and Luna dive into Facebook Ads' automated rules—a feature that acts like a 24/7 campaign manager. They share a concrete case: an e-commerce brand saved 15% of monthly spend by setting a rule to pause any ad set with a cost-per-click above $0.50 during low-conversion hours. The hosts explain how to set up effective rules, avoid common pitfalls like overreacting to temporary spikes, and use cascading rules for hands-off scaling. They also cover budget pacing rules to keep monthly spending on track. Listeners walk away with a practical framework for using automated rules to optimize performance without staring at the ads manager. The episode includes a brief, organic mention of listener support through buy me a coffee dot com slash fexingo, which keeps the show ad-free and independent. #FacebookAds #AutomatedRules #AdOptimization #BudgetPacing #CostPerResult #AdSetPausing #ScalingCampaigns #PerformanceMarketing #HandsOffScaling #CampaignManagement #FacebookAdsStrategy #AdSpendEfficiency #EcommerceMarketing #MarketingTips #AdAutomation #FexingoBusiness #BusinessPodcast #MarketingPodcast Keep every episode free: buymeacoffee.com/fexingo

Episode 133 of Facebook Ads with Fexingo digs into dark social attribution — the traffic from messaging apps, email forwards, and copy-pasted links that Meta's pixel can't see. Lucas and Luna walk through why roughly 15 to 20 percent of referral traffic is invisible to standard tools, how Facebook's click-through model misses conversions that start in WhatsApp or iMessage, and what advertisers can actually do about it: UTM parameters, shortened links with tracking, and first-party data matching as a fallback. They reference a real mid-size DTC brand that recovered 12 percent of previously unattributed revenue by layering a link-shortener on top of its Facebook Ads campaigns. The episode ends with a practical question about whether Meta's agnostic view-through window already captures some of that hidden path. #FacebookAds #DarkSocial #SocialAttribution #MarketingAnalytics #MetaAds #AttributionModeling #UTMParameters #FirstPartyData #MessagingApps #WhatsApp #iMessage #AdTracking #DTCBrands #PaidSocial #DigitalMarketing #Business #FexingoBusiness #BusinessPodcast Keep every episode free: buymeacoffee.com/fexingo

Episode 132 of Facebook Ads with Fexingo dives into how advertisers are using first-party data matching to rebuild audience targeting after Apple's iOS 14 privacy changes. Lucas and Luna unpack the mechanics of hashed email matching, the shift from pixel-dependent to server-side identity graphs, and real results from a mid-market retailer that lifted ROAS 22 percent by layering customer uploads against Advantage+ campaigns. They discuss the trade-offs between match rates and data freshness, why smaller advertisers struggle with the minimum threshold for statistical significance, and how Meta's new Conversions API endpoints have narrowed the gap between iOS and Android performance. Practical takeaway: a concrete checklist for cleaning and uploading CRM lists that actually improve match rates. No fluff, just the technical and strategic decisions that make first-party data work in a post-IDFA world. #FacebookAds #FirstPartyData #iOS14 #MetaMarketing #AudienceTargeting #ConversionsAPI #CustomerUpload #MatchRates #AdvantagePlus #DataPrivacy #AdTargeting #ServerSideTracking #HashedEmails #ROAS #CRM #FexingoBusiness #BusinessPodcast #Marketing Keep every episode free: buymeacoffee.com/fexingo

In this episode, Lucas and Luna break down Dynamic Creative Optimization (DCO) on Facebook Ads — how Meta automatically tests combinations of images, headlines, copy, and CTAs to find the highest-performing ad variant. They walk through a real case: a DTC mattress brand that used DCO to double its ROAS by letting the algorithm pick from 16 creative permutations instead of manual A/B testing. The hosts discuss when DCO works (high-volume campaigns, broad audiences) and when it backfires (low-budget accounts, strict brand guidelines). They also cover how to structure creative assets for DCO, avoid audience overlap, and interpret the performance breakdown report. No fluff — just a practical, data-backed playbook for getting the most out of Meta's automated creative engine. #FacebookAds #DynamicCreativeOptimization #MetaMarketing #SocialAdCampaigns #AdCreativeTesting #DCO #FacebookAdvertising #DigitalMarketing #PaidSocial #CreativeOptimization #Marketing #DataDrivenMarketing #AdPerformance #AudienceTargeting #FexingoBusiness #BusinessPodcast #MarketingPodcast #MetaAds Keep every episode free: buymeacoffee.com/fexingo

In episode 130 of Facebook Ads with Fexingo, Lucas and Luna dive into incrementality testing — the gold standard for proving whether your ads actually move the needle. They break down the core logic of holdout groups, share a real example from a DTC brand that ran a geo-based incrementality test across three US states, and explain why this method matters more than ever after iOS 14 signal loss. Lucas walks through the math of incrementality ratio and how to read a 95% confidence interval without a statistics degree. Luna challenges the cost and complexity of running these tests for smaller advertisers. The episode ends with a practical framework: when to invest in incrementality versus when simpler attribution is good enough. No fluff, just the mechanics of measuring true causal lift. #IncrementalityTesting #FacebookAds #MarketingROI #HoldoutGroups #AdAttribution #CausalMeasurement #PostiOS14 #DigitalMarketing #PaidSocial #DTCBrands #GeoTesting #ConversionLift #AdEffectiveness #MetaAds #MarketingAnalytics #BusinessPodcast #FexingoBusiness #Fexingo Keep every episode free: buymeacoffee.com/fexingo

Episode 129 of Facebook Ads with Fexingo explores how augmented reality try-on ads are reshaping conversion rates for beauty, eyewear, and apparel brands. Lucas and Luna break down the technology behind Meta's AR ad units, compare early metrics from Warby Parker and Sephora, and discuss the 94% lower return rate reported by some retailers using virtual try-on. They also examine the hardware limitations that still fragment the user experience—why try-on ads convert at 2x on newer iPhones but barely register on older Android devices. The conversation covers the privacy angle too: AR try-on runs on-device, so no facial scans leave the phone. If you're running DTC campaigns on Meta, this episode gives you the data to decide whether AR is a gimmick or a genuine conversion lever in mid-2026. #AugmentedReality #FacebookAds #VirtualTryOn #MetaMarketing #ARCommerce #BeautyAds #EyewearAds #DTCAdvertising #ConversionOptimization #ReturnRate #Sephora #WarbyParker #AdTech #OnDeviceAI #MarketingPodcast #FexingoBusiness #BusinessPodcast #SocialCommerce Keep every episode free: buymeacoffee.com/fexingo

In this episode of Facebook Ads with Fexingo, Lucas and Luna dive into how advertisers can use a seasonality calendar to optimize campaign timing and budget allocation. They explore how a small e-commerce brand selling outdoor gear pre-scheduled creative and bids around weather patterns, holidays, and cultural events, resulting in a 34 percent lower cost per acquisition and a 22 percent higher return on ad spend. Lucas explains the difference between deterministic seasonality—like Black Friday—and probabilistic seasonality—like a sudden heatwave—and how the Meta platform's campaign budget optimization and ad scheduling tools can be leveraged. The conversation covers practical steps: building a 12-month calendar, setting bid multipliers, and using rules-based automation to pause or boost spend. Listeners learn one concrete action they can implement: mapping their own sales data to external seasonality signals to predict demand surges before they happen. #SeasonalityCalendar #FacebookAds #MetaMarketing #CampaignTiming #AdScheduling #BidMultipliers #BudgetOptimization #EcommerceMarketing #OutdoorGear #BlackFridayPrep #WeatherTargeting #CulturalEvents #DemandPrediction #RulesBasedAutomation #CostPerAcquisition #ROAS #FexingoBusiness #BusinessPodcast Keep every episode free: buymeacoffee.com/fexingo

In this episode of Facebook Ads with Fexingo, Lucas and Luna dive into how Meta's advertising platform uses predictive lifetime value (LTV) modeling to optimize bids and audience selection. They break down a 2025 case study from a direct-to-consumer mattress company that shifted from ROAS-based bidding to pLTV bidding and saw a 34% increase in 180-day revenue per impression. The hosts explain how Facebook trains its neural network on historical purchase data to estimate future value at the user level, allowing the algorithm to bid more aggressively for high-potential users even if their initial conversion probability is low. They also discuss the practical setup requirements, including feeding first-party purchase data through the Conversions API and setting up value-optimized campaigns. The episode covers common pitfalls like data sparsity for new products and the importance of minimum return windows of 30-60 days to stabilize the model. Listeners will walk away understanding why pLTV targeting is becoming a standard tool for subscription and high-repeat-purchase brands. #FacebookAds #PredictiveLTV #MetaMarketing #pLTVModeling #ValueBasedBidding #FexingoBusiness #BusinessPodcast #Marketing #PaidSocial #ConversionAPI #FirstPartyData #AudienceTargeting #ROAS #LifetimeValue #DirectToConsumer #MattressIndustry #NeuralNetwork #BidOptimization Keep every episode free: buymeacoffee.com/fexingo

Lucas and Luna dive into sequential messaging on Facebook Ads — a tactic where brands serve a series of ads in a predetermined order to guide users through a funnel. They break down how a DTC mattress company used a 4-ad sequence to move cold prospects from awareness to purchase, increasing conversion rate by 34%. The episode covers sequencing logic, frequency capping, creative fatigue avoidance, and the pitfalls of rigid sequences. Lucas explains the difference between rules-based sequences (using Facebook's delivery system) and AI-driven adaptive sequences. Luna questions whether sequences risk being seen as spammy if not paced correctly. Touching on a July 2026 experiment, they highlight the importance of aligning sequence length with purchase cycles. No fluff — just a concrete tactical deep dive for marketers. #FacebookAds #SequentialMessaging #FunnelProgression #AdSequence #DTC #ConversionRate #CreativeFatigue #FrequencyCapping #MarketingStrategy #PaidSocial #AudienceJourney #SocialAdCampaigns #MetaMarketing #AdExperimentation #July2026 #Business #FexingoBusiness #BusinessPodcast Keep every episode free: buymeacoffee.com/fexingo

Lucas and Luna dive into view-through attribution — the controversial metric that credits a Facebook ad for a conversion even if the user didn't click. They unpack how Facebook's algorithm weights view-through conversions, the debate over last-click versus view-through, and why a mattress company might see 80% of its attributed sales come from non-clicked impressions. Listeners learn how to evaluate view-through data without over-crediting the ad. Plus, a brief mention of how listener support keeps the show ad-free. #ViewThroughAttribution #FacebookAds #MetaMarketing #DigitalAdvertising #MarketingMetrics #AttributionModeling #PaidSocial #AdAnalytics #ConversionTracking #LastClick #DisplayAds #AdEffectiveness #FexingoBusiness #BusinessPodcast #Marketing #Advertising #SocialMediaMarketing #DataDriven Keep every episode free: buymeacoffee.com/fexingo

In this episode, Lucas and Luna explore how Facebook Ads leverage post-purchase surveys to gather direct audience feedback and improve targeting. They break down the mechanics of survey triggers, how brands like Warby Parker use this data to refine lookalike audiences and creative, and why survey response rates see a 40% lift when served within 24 hours of purchase. Plus, they discuss the pitfalls of survey fatigue and how to keep questions short without losing signal. #FacebookAds #PostPurchaseSurveys #AudienceFeedback #MetaMarketing #PaidSocial #CustomerInsights #WarbyParker #LookalikeAudiences #CreativeOptimization #SurveyBestPractices #SignalLoss #MarketingStrategy #SocialMediaAdvertising #DataDrivenMarketing #FexingoBusiness #BusinessPodcast #MarketingPodcast #AdTargeting Keep every episode free: buymeacoffee.com/fexingo

In this episode, Lucas and Luna explore how Facebook advertisers can layer multiple exclusion criteria—from past purchasers and engaged users to lookalike seed audiences—to dramatically reduce ad spend waste. They walk through a concrete example: a DTC skincare brand that cut its cost per acquisition by 22% in Q2 2026 by excluding existing customers, recent converters, and users who had already seen a high-frequency retargeting sequence. The conversation also covers exclusion list maintenance, audience overlap pitfalls, and how server-side events make post-purchase exclusions more precise post-iOS 14. A must-listen for any paid-social manager tired of burning budget on people who will never convert. #FacebookAds #MetaMarketing #AudienceTargeting #AdWaste #ExclusionSegments #CostPerAcquisition #DPASkincare #ServerSideEvents #iOS14 #Retargeting #FrequencyCaps #LookalikeAudiences #PaidSocial #MarketingEfficiency #ConversionOptimization #FexingoBusiness #BusinessPodcast #Marketing Keep every episode free: buymeacoffee.com/fexingo

In Episode 122 of Facebook Ads with Fexingo, Lucas and Luna explore affinity segmentation — a targeting approach that groups users by demonstrated brand or category preferences rather than demographics or simple intent signals. They anchor the discussion around a tangible case: how a DTC home-goods brand called OmoCasa used affinity segments to reduce cost per first purchase by 22 percent while growing its top-of-funnel reach by 35 percent over a three-month campaign in spring 2026. Lucas walks through the logic behind Meta's affinity modeling — what signals feed in, how it differs from lookalikes and interest targeting, and why it's particularly valuable after signal loss. Luna challenges whether the strategy scales beyond early-stage brands and pushes Lucas to share specific targeting thresholds and creative requirements. The episode covers campaign structure, measurement pitfalls, and a rule of thumb for when to bet on affinity versus prospecting. No fluff. Just a clear, tactical breakdown of a rarely spotlighted targeting lever. #AffinitySegmentation #FacebookAds #MetaMarketing #AudienceTargeting #BrandBuilding #DTCAdvertising #OmoCasa #SocialAdCampaigns #TopOfFunnel #CostPerPurchase #SignalLoss #MarketingStrategy #PaidSocial #Business #Marketing #FexingoBusiness #BusinessPodcast #AdvertisingTips Keep every episode free: buymeacoffee.com/fexingo

In Episode 121, Lucas and Luna explore how Facebook advertisers are leveraging AI to automate and scale creative testing. They break down the shift from manual A/B testing to algorithmic creative optimization, using the real example of a DTC mattress brand that ran 1,200 ad variations simultaneously. Lucas explains how Meta's machine learning identifies winning creative elements like headlines, images, and calls-to-action, while Luna questions the risks of handing creative control to an algorithm. The episode covers practical insights on setting up dynamic creative tests, interpreting results, and balancing automation with human intuition. #FacebookAds #MetaMarketing #CreativeTesting #DynamicCreative #AIAdvertising #DigitalMarketing #SocialMediaAds #DTCBrands #A/BTesting #MachineLearning #AdOptimization #MarketingPodcast #FexingoBusiness #BusinessPodcast #LucasAndLuna #AudienceTargeting #PaidSocial #AdCreativity Keep every episode free: buymeacoffee.com/fexingo

In this episode of Facebook Ads with Fexingo, Lucas and Luna dive into negative targeting — the underused strategy of explicitly excluding irrelevant audiences to improve campaign efficiency. Using the example of a DTC mattress brand that saved 30 percent of its budget by excluding renters and recent purchasers, they explain how exclusion lists, value-based suppression, and demographic filters can reduce wasted spend and boost conversion rates. Lucas walks through the setup inside Meta Ads Manager, including exclusions based on purchase history, age brackets, and geographic areas with low delivery density. Luna pushes back on over-exclusion risk, and they debate where negative targeting fits after iOS signal loss. Concrete takeaways for any advertiser running Facebook and Instagram campaigns in mid-2026. #FacebookAds #NegativeTargeting #AdEfficiency #MetaMarketing #AudienceExclusion #DTCAdvertising #ConversionOptimization #AdSpendWaste #MarketingStrategy #PaidSocial #MetaAdsManager #AudienceTargeting #SignalLoss #DigitalAdvertising #Business #Marketing #FexingoBusiness #BusinessPodcast Keep every episode free: buymeacoffee.com/fexingo

In this episode of Facebook Ads with Fexingo, Lucas and Luna dive into Lookalike Expansion, a targeting feature that Facebook rolled out in late 2025 to help advertisers break out of overly narrow audiences. Lucas explains how the tool works: it starts from a seed audience, like past purchasers, but progressively loosens the match criteria to reach people who share behavioral patterns without matching every signal. They walk through a concrete example: a DTC skincare brand that used Lookalike Expansion to reduce cost per acquisition by 22% while increasing reach by 3x, after their standard 1% lookalike had saturated. Luna pushes back on the risk of diluting relevance, and Lucas shares how to set frequency caps and use exclusion lists to maintain quality. They also discuss why this matters more after Apple's App Tracking Transparency — because Lookalike Expansion relies on Meta's modeled signals, not IDFA-level data. Tune in for a practical, numbers-driven look at how to balance scale and precision in 2026. #FacebookAds #MetaMarketing #LookalikeExpansion #AudienceTargeting #SocialAdCampaigns #DigitalAdvertising #AdTargeting #MarketingPodcast #BusinessPodcast #FexingoBusiness #PaidSocial #D2C #CostPerAcquisition #AudienceSaturation #ATT #SignalLoss #AdReach #ConversionOptimization Keep every episode free: buymeacoffee.com/fexingo

In this episode of Facebook Ads with Fexingo, Lucas and Luna dive into brand lift tests—the controlled experiments that measure whether your Facebook ads actually shift perception, recall, or intent. They walk through a real case: how a mid-size DTC skincare brand ran a two-week brand lift study costing about $35,000 and discovered their video ad improved ad recall by 12 points but had zero impact on purchase intent—saving them from scaling a creative that looked good in the dashboard but moved no needles. The hosts explain the structure of brand lift tests: i.e., the holdout group, the survey questions, the minimum sample sizes, and why a 95% confidence interval matters more than a flashy click-through rate. They also tackle the tough question: when is a brand lift test worth the budget? If you are a performance marketer who has ever wondered whether your top-of-funnel ads actually work, this episode gives you the framework to find out. #FacebookAds #BrandLift #MarketingMeasurement #AdEffectiveness #MetaAds #SurveyTesting #HoldoutGroup #BrandRecall #AdValidation #DTCAdvertising #SkincareBrand #AdvertisingROI #CampaignTesting #ConfidenceInterval #MarketingPodcast #FexingoBusiness #BusinessPodcast #PaidSocial Keep every episode free: buymeacoffee.com/fexingo

Lucas and Luna dig into Meta's Conversions API (CAPI) — the server-side tracking solution that's become essential after iOS 14. They walk through how CAPI works alongside the Facebook pixel, why it recovers up to 30% of lost conversion signals, and real implementation gotchas like deduplication and event dedup. The episode centers on a case study of an e-commerce brand that saw a 22% lift in attributed ROAS after deploying CAPI with real-time event matching. No fluff, just practical mechanics for marketers navigating signal loss. #ConversionsAPI #CAPI #FacebookAds #MetaMarketing #ServerSideTracking #SignalLoss #iOS14 #MarketingTechnology #AdAttribution #EcommerceMarketing #DigitalAdvertising #DataPrivacy #AdOps #EventMatching #Deduplication #FexingoBusiness #BusinessPodcast #MarketingPodcast Keep every episode free: buymeacoffee.com/fexingo

In this episode of Facebook Ads with Fexingo, Lucas and Luna break down how advertisers can use geo-experiments to measure true incrementality from Facebook ad campaigns. They walk through a real-world case study of a DTC mattress company that ran a geo-based incrementality test across 20 DMAs, comparing test markets against control markets over an eight-week period. Lucas explains the methodological challenges — from selecting matched geographies to accounting for spillover effects — and why geo-experiments are becoming essential in a post-iOS 14.5 world where individual-level attribution is broken. Luna pushes back on whether smaller advertisers can afford the time and budget, and Lucas offers practical guidance on minimum spend thresholds and test duration. The episode also touches on how platforms like Facebook and Google have built their own geo-lift measurement tools, and why marketers should sanity-check vendor results with in-house analysis. By the end, listeners will understand how to design a simple A/B geo-test that gives cleaner incrementality data than last-click or multi-touch attribution models. #FacebookAds #Fexingo #Marketing #DigitalAdvertising #Incrementality #GeoExperiment #Attribution #DTC #MattressCompany #DMAs #IOS14 #Measurement #LiftTest #AdEffectiveness #PaidSocial #MarketingMeasurement #MetaAds #BusinessPodcast Keep every episode free: buymeacoffee.com/fexingo

Episode 115 of Facebook Ads with Fexingo dives into contextual targeting as a privacy-safe alternative to behavioral targeting. Lucas and Luna explain how Meta's AI analyzes page content, video topics, and user browsing context to serve ads without relying on personal data. They discuss real-world examples like a DTC luggage brand that tested contextual vs. interest-based campaigns and saw 18% lower cost per acquisition with comparable conversion rates. The episode also covers Topic Exclusion controls, the Content-Based Targeting API, and why contextual relevance is becoming a core strategy for advertisers post-iOS 14. If you've wondered how to target effectively when signals are scarce, this is your playbook. #FacebookAds #ContextualTargeting #MetaMarketing #SignalLoss #PrivacyFirst #DigitalAdvertising #AdTargeting #MarketingStrategy #SocialMediaAds #AudienceTargeting #ContentBasedTargeting #TopicExclusion #AdTech #PaidSocial #FexingoBusiness #BusinessPodcast #Marketing #FacebookAdsWithFexingo Keep every episode free: buymeacoffee.com/fexingo

In this episode, Lucas and Luna dive into how Facebook advertisers use predictive churn scoring to identify users likely to stop engaging before they disappear. They break down the mechanics: training a model on behavioral signals like declining session frequency, shrinking time-in-app, and reduced ad interactions, then feeding that score into Custom Audiences for targeted win-back campaigns. Lucas cites a case where a subscription meal-kit brand reduced churn by 18 percent by serving high-churn users a re-engagement offer within 48 hours of their score crossing the threshold. Luna questions the risk of over-targeting low-propensity users and whether the approach works for non-subscription businesses like e-commerce. The episode also covers how iOS 14 has made churn scoring harder by limiting conversion events, and the workaround of using aggregated event measurement with modeled churn proxies. A practical look at a retention tactic that flips Facebook from an acquisition engine into a loyalty tool. #PredictiveChurnScoring #FacebookAds #RetentionMarketing #CustomerChurn #WinBackCampaigns #MachineLearning #CustomAudiences #iOS14 #AggregatedEventMeasurement #SubscriptionBusiness #Ecommerce #AdTargeting #MarketingStrategy #Meta #ChurnPrediction #Marketing #FexingoBusiness #BusinessPodcast Keep every episode free: buymeacoffee.com/fexingo

In this episode, Lucas and Luna dive into how Facebook advertisers are adapting value-based lookalike audiences after the iOS 14 privacy changes. They break down the mechanics: instead of targeting users who simply look like past converters, value-based lookalikes prioritize users who resemble high-value customers—those with larger average order values or higher lifetime value. Lucas explains how this shifts the focus from volume to quality, using a case study of a DTC brand that tested a 5% value-based lookalike against a standard 5% lookalike and saw a 22% higher return on ad spend. They discuss the data requirements: at least 100 conversion events from a 30-day window, and the importance of the conversion value field in Meta's pixel. Luna questions whether smaller advertisers with thin data can still make it work, and Lucas outlines workarounds like using a proxy value such as order value tiers. The episode also touches on how this strategy aligns with Meta's algorithmic shift toward efficiency in a post-iOS world, and why brands with clear customer value segmentation benefit most. No fluff, just tactical knowledge for paid social marketers. #FacebookAds #MetaMarketing #ValueBasedLookalikes #iOS14 #PaidSocial #AudienceTargeting #DTC #LTV #ROAS #MarketingStrategy #ConversionValue #Pixel #DataPrivacy #LookalikeAudiences #CustomerValue #BusinessPodcast #FexingoBusiness #Marketing Keep every episode free: buymeacoffee.com/fexingo