Meta Observations From The Past 4 weeks...

If you are struggling hard with performance since mid-September, you are certainly not alone.

In the 4ish years that we’ve run the business largely on top of Meta ads, I don’t think we’ve ever had a more volatile period for performance. Obviously so much in the world is changing with ai this, ai that, consumer confidence questions, news events/headlines galore and more…but this period of time has been more volatile than most before.

No, this isn’t a period where it’s “diversify off of Meta as soon as you can” and i really dont think we are going get to that point for a long time. There is a ton changing on the platform, though, and I feel like now is a major pivot point.

If you are struggling right now like we are, i believe things are going to turn soon. we are struggling big time, our spend is down 30%, CAC up 10% and CPMs are just ripping up and to the right, up around 50%. We are spending around $500,000 per month.

I think about these periods as being either “market” problems, “us” problems or both. Market problems are problems with the market, consumers, meta itself, macro, etc. Us problems are related to our brand and marketing, have we not had a winning ad in a while? Do we need a new persona? Has anything major changed on our side? etc.

In this case, it’s pretty obvious based on our observations that both are at play here. There are a lot of market/Meta things changing right now, and we also had such a good August and beginning of September that we let off the gas input wise…so we largely sleeping in the bed that we made.

But, it’s not all doom and gloom on Meta, there are some new things working and some helpful observations we’ve made recently. Here they are: