Articles

Practical writing on Meta media buying: breakeven ROAS, the learning phase, campaign structure, and measurement.

Learning Phase · Campaign Structure26 October 20264 min read

The learning phase: what actually happens, and why your account is stuck in it

The learning phase is not a waiting period that clears on its own. It is the system trying to reach stable prediction, and most accounts stay stuck because of how the buyer structured them. What those 50 events really mean, and when to wait versus intervene.

Breakeven ROAS · Profitability12 October 20264 min read

Breakeven ROAS: the one number every decision in the account should answer to

Before you call a ROAS "good" or "bad", you need one number: the ROAS at which you break even. Here is exactly how to calculate it, and why it differs so much between brands.