An ad with a 1.5 ROAS keeps getting the lion's share of budget. A different ad in the same ad set, sitting at a 3.0 ROAS, barely gets touched. It looks like a bug. It isn't — it's a real, well-documented gap between what the ROAS column reports and what Meta's delivery system actually knows. The last-click attribution trap The ROAS number in Ads Manager is built on last-click, ad-level attribution — it credits whichever ad happened to get the final click before a purchase, fu

A $500 video edit isn't expensive or cheap in the abstract — it's only ever expensive or cheap relative to what it actually returns. Most creative budgets don't get blown by spending too much. They get blown by never running that comparison at all. Calculating contribution margin per ad unit The math is simple once it's actually written down: take the production cost of a creative, and compare it against the contribution margin it needs to generate to justify itself. If a vid

Advertisers have started hearing about a "similarity score" Meta uses to decide which of their ads actually get delivered — and most have never seen it, don't know where it lives in Ads Manager, or what number is actually bad. It's real, it's genuinely easy to miss, and it explains a specific, common symptom: frequency climbing, unique reach flatlining, and ROAS sliding, even with a healthy-looking number of ads live in the account. What the score actually measures The Creati