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Remember when we all just threw money at Facebook ads and hoped for the best?
Back in 2019, I'd just set a $100 daily budget on a broad audience and pray for a 2x ROAS. Now, after the iOS changes, I'm running like 5 different ad sets with specific lookalikes and testing creative every 3 days. The switch happened around 2021 when my cost per lead in Phoenix doubled overnight. I had to learn proper tracking with a tool like Northbeam just to see what was actually converting. Honestly, it's more work but way less guesswork. Anyone else still tweaking their post-iOS 14 strategy, or have you found a setup that just works now?
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hall.nina7mo ago
Phoenix was a real wake-up call for me too. I stopped trusting the platform data and built my own conversion dashboards. @fiona252, the algorithm feels random because it mostly is now, so you have to feed it a lot of strong creative and let it find people. My setup that works is three evergreen ad sets, one for cold, one for warm, and one retargeting, and I update the creative in each one every single week without fail.
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