Testing and scaling in Meta: what has changed
In December I published my campaign structure for testing.
15 articles in sections
Meta
Campaigns, creatives, testing and scaling on Meta. What to optimise for and why.
AEM and the Conversion API, event mapping, campaign structure for creative testing, ad set learning and spend ceilings.
- 2026-07-28A/B tests for creatives in Meta
- 2026-06-16Meta event mapping: StartTrial or Purchase?
- 2026-06-03The maths behind fishing for a winning campaign
- 2026-05-07How much spend does a creative need to learn?
- 2026-04-29Why switching off a creative breaks the campaign
- 2026-02-26The myth of duplicate events in Meta
- 2025-12-02Campaign structure for creative testing in META
- 2025-11-25A Meta error. AEM campaigns: no installs and no purchase events
- 2025-09-18Meta: AEM, SKAdNetwork or Web2App?
- 2025-06-19How I tested Facebook ads: concepts
- 2025-06-11Meta Conversion API: sending conversions from your own server
- 2025-06-05How I analyse competitors' creatives on Meta