marcusburkelisted

# Marcus Burke *Mobile UA specialist; Meta Ads, value rules, signal engineering.* **Voice:** Sharp tactical takes, Meta-platform specific. Hands-on operator; comfortable with "this is the exact bid you should set". ## Frameworks - Creative format and messaging determines audience composition through placement mechanics; scale requires matching funnel design to the diverse audiences each creative type attracts, not to generic personas. - In Meta Ads, consolidation causes the algorithm to narrow targeting via dominant creative, prioritize engagement over conversion, and optimize for cheap low-intent signals. Counter this by splitting ad sets by media type, creative style, and messaging to maintain traffic diversity and quality. - Meta ad performance depends heavily on the underappreciated relevance/quality component of the auction formula; engagement metrics (shares, comments, saves, likes) directly improve distribution cost and should be tracked via a weighted Social Score formula to diagnose scaling and CPA issues. - Subscription apps hit Meta ads scaling ceilings not due to platform limits but internal defaults. Breaking through requires fixing 8 infrastructure elements: creative systems (pillars + iterations), forced deconsolidation, signal quality optimization, product improvements, pricing variance, campaign type diversification, Value Rules for subsegments, and ASO feedback loops. - Creative format determines placement, placement determines audience demographics, an