mkt-meta-adslisted

# Meta Ads — Facebook/Instagram Ad Operations **Meta is a platform where creative, not targeting, decides performance.** After Advantage+ the algorithm absorbed audiences, so spend resources on increasing "what you show" instead of narrowing "who sees it". ## Structure Rules - Simplify campaign structure: a conversion campaign is one CBO + 3~5 ad sets. The old carve-it-into-tiny-ad-sets approach dilutes signal - Run 5~10 creatives per ad set — Meta's in-set auto-allocation is strong, so creative count is the potential - Test audiences narrowly: Lookalike 1~3% of existing customers, one interest layer. 3+ stacked layers starve reach ## Signal Infrastructure (precondition for performance) - Pixel alone has decayed since 2024 — **CAPI (server-side events) installed in parallel is the default**. EMQ (Event Match Quality) below 6.0 distorts performance - Cap conversion events at 8, with purchase/signup given top priority ## Creative Testing & Scaling Judgment - Test by **changing creative only; hold audience and budget fixed** — one variable at a time - Minimum sample before verdict: don't stop until weekly spend per ad set reaches 5× the target CPA - Scaling: increase spend 20~30% increments while staying within weekly CPA target. A 50%+ jump triggers resets — forbidden - Creative lifespan: when CTR starts falling (2~4 weeks), replace the creative itself — don't keep it alive with price or copy tweaks ## Output ``` # Meta Ads Plan — {product/period} ## Campaign map (obje