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You break your campaign results down by placement and see Stories running at a 4x ROAS while Feed sits at 3x. The obvious move is to cut Feed and push everything into Stories. Meta has a name for the mistake you're about to make: the breakdown effect. It's real enough that Meta's own Business Help Center has a page dedicated to explaining it. What it actually is The breakdown effect is what happens when an advertiser looks at a reporting breakdown — by ad, placement, age, gen

Introduction: The $68 Billion Opportunity Most Luxury Brands Are Missing I recently clicked on an ad for Kalki Fashion, a luxury Indian ethnic wear brand, and landed on one of the most impressive experiences I've seen in e-commerce. Right there on the landing page were four options: In-Store Visit, Video Shopping, Live Chat, and Live Shopping. As someone who works with luxury Shopify brands daily, I immediately recognized what they were doing—and why it's brilliant. Here's th

WhatsApp marketing works — until you overdo it and people block you. Here's how to scale your WhatsApp strategy without burning your list.