Category: Performance, Funnels & UX

  • Andromeda Didn’t Change Ads. It Changed How Decisions Are Made.

    Andromeda Didn’t Change Ads. It Changed How Decisions Are Made.

    Before Andromeda, performance marketing inside Meta platforms followed a familiar logic. You built campaigns.You optimized ads.You adjusted budgets. There was a sense that if you pulled the right levers, the system would respond predictably. Andromeda changed that logic. Andromeda is Meta’s AI-driven delivery system – the layer responsible for deciding what gets shown, to whom,…

  • When “More Ads” Is the Wrong Answer

    When “More Ads” Is the Wrong Answer

    When performance drops, the instinct is almost always the same:increase spend. More ads feel like action.They feel measurable.They feel safe. But more traffic doesn’t fix structural problems.It only exposes them faster. If the offer is unclear, ads amplify confusion.If the landing page lacks focus, ads increase bounce.If the product experience is weak, ads accelerate churn.…

  • Email Performance Is a System Problem, Not a Copy Problem

    Email Performance Is a System Problem, Not a Copy Problem

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    When email performance drops, copy is usually the first thing people want to change. Subject lines.Emojis.Tone. In reality, email rarely fails because of words. It fails because the system behind it is misaligned. In one of the projects I worked on, email open rates didn’t improve because we “wrote better emails”.They improved when we fixed…