Notes from inside the accounts

What we learn every week.

Paid social creative and media buying, written up by the people doing it. No listicles, no predictions, nothing we have not seen in an account.

9 September 20264 min read

Twenty variants of one idea count as one ad

Meta now scores creative variety inside Ads Manager. Near identical ads collapse into one. Volume pipelines are about to look a lot worse.

26 August 20264 min read

The platform changes that cost you money are silent

Meta flipped Shop destinations on by default, removed Explore as a placement, and is deleting the delivery forecast fields your dashboard runs on.

6 August 20265 min read

At 30,000 a month, skip the incrementality vendor

Cheap tests lost to doing nothing 38 percent of the time in the vendor's own simulation. Meta's incremental setting is free and just crossed over.

9 July 20264 min read

Most creative fatigue advice has no source behind it

The wearout numbers in your agency deck are not from studies. Nobody has published a spend grounded test of creative fatigue on Meta.

10 June 20264 min read

Blended ROAS hid what actually broke in 2025

First time customer economics fell in every vertical Northbeam measured. Blended numbers barely moved. If you report blended, you will cut the wrong creative.

12 May 20265 min read

Platform reporting is wrong in both directions

The reflex that platform numbers are always inflated is itself an error. On strict click windows Meta undercounts. View based buys overcount wildly.

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