The Ad Spend

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Notes on running an account that remembers

Field notes and research on paid media, memory, and the difference between a number and a decision.

AllGuides & ResearchReferenceProduct

124 posts in Reference

A smiling man taking a phone call at his desk in front of venetian blinds
ReferenceJanuary 21, 2026

Learning Phase

Learning Phase explained — the period when ad platforms recalibrate after changes. Meta needs ~50 events/week; CPAs run higher meanwhile.

2 min read
A man in a suit lying upside down across a paper-scattered floor
ReferenceJanuary 17, 2026

Google Shopping Benchmarks

2026 Google Shopping benchmarks: CTR 0.86%, CPC $0.66, CVR 1.91%, CPA $38.87.

2 min read
A man in a beige jacket checking his mobile phone in a dark office
ReferenceJanuary 14, 2026

Learning Limited

Learning Limited explained — the Meta status meaning an ad set can't gather enough events to optimize. Fix by consolidating or widening.

2 min read
Polished black shoes and dark trousers mid-step on an oxblood-red carpet
ReferenceJanuary 10, 2026

Google Shopping Benchmarks for Apparel

Apparel Shopping: $19.29 CPA (lowest), 2.70% CVR. Visual format ideal for fashion. Image quality drives CTR.

2 min read
Overhead view of a desk phone off the hook among scattered papers and a pen on a dark desk
ReferenceJanuary 6, 2026

ThruPlay (TP)

Understand ThruPlay (15 seconds or completion). Low rate = weak hook. Optimize first 3 seconds.

2 min read
A phone handset dangling by its cord above an oxblood-red carpet
ReferenceJanuary 3, 2026

Google Shopping Benchmarks for Automotive

Automotive Shopping: 1.20% CTR (highest), $0.56 CPC. Part number searches drive high intent and conversion.

2 min read
Overhead view of a cluttered desk with a coffee cup, phone handset, mouse and piles of paperwork
ReferenceDecember 30, 2025

Advantage+ (A+)

Advantage+ explained — Meta's AI-driven automation suite (now including Advantage+ Campaign Budget), central to 2026 Meta strategy.

2 min read
A corded desk phone with a sticky note resting on an oxblood-red carpet
ReferenceDecember 27, 2025

Facebook Traffic Campaign Benchmarks — Latest Available Data (Checked July 2026)

Facebook Traffic: $0.70 CPC (down 9%), 1.71% CTR. Use for awareness only—conversion campaigns for outcomes.

2 min read
An analyst in a grey jacket staring past a monitor in a dark office at night
ReferenceDecember 23, 2025

Conversions API (CAPI)

Conversions API (CAPI) explained — server-side event tracking that's now table stakes in 2026 as cookies and pixels degrade.

2 min read
A man hunched over a corded phone taking a hushed call in a dark office
ReferenceDecember 20, 2025

Meta (Facebook) Ads Benchmarks for E-commerce 2026

2026 Meta e-commerce benchmarks (Triple Whale): CTR 2.19%, CPM $14.19, CPA $38.19, ROAS 1.86x, CVR 1.57%.

2 min read
A man on a late-night phone call at a desk with a coffee cup and a beige desk phone
ReferenceDecember 16, 2025

Event Match Quality (EMQ)

Event Match Quality (EMQ) explained — Meta's score for how well your event data matches users. Higher EMQ means better optimization in 2026.

2 min read
Close-up of hands typing on a black keyboard over paperwork at night
ReferenceDecember 13, 2025

Facebook Traffic Benchmarks for Finance — Latest Available Data (Checked July 2026)

Finance Traffic: $1.22 CPC (highest), 0.98% CTR (lowest). Facebook's worst vertical. Try LinkedIn or Google.

2 min read

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