Should Top-Funnel Ads Push Immediate Conversions?

John argues stories and advertorial-style UGC should focus on attention and learn-more clicks, not hard CTAs.

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Do you still believe in “cut the losers and let the winners run”? After seeing what Meta’s Andromeda update is doing under the hood, that old-school strategy might be costing you real growth. In this Ad Lab session, John Moran and I break down how Andromeda completely rewrites the rules of campaign optimization and why CPA alone no longer tells the whole story.

We analyse live account data where spend doubled, CPAs held steady, and results skyrocketed, all because we stopped judging ads by last-click performance. Using Tier 11’s Data Suite, we uncovered how creative sequencing, user journey mapping, and first-click CAPI imports reveal what’s driving conversions inside Meta’s new ecosystem.

This episode unpacks what Andromeda really means for your campaigns and how to play Meta’s game the way Meta does.

In this episode:

- Client case study on Andromeda's sequencing impact

- Ad performance analysis: UGC vs. non-UGC ad trends

- Why CPA is a poor performance judge

- Scaling ad spend and performance metrics

- UGC ads and their effectiveness

- Creative targeting and expanding market reach

- Conclusion and call to action

Resources Mentioned In The Episode:

Tier 11 Data Suite – https://www.tiereleven.com/what-we-do/data-suite

Meta Engineering Blog Article on Andromeda – https://engineering.fb.com/2024/12/02/production-engineering/meta-andromeda-advantage-automation-next-gen-personalized-ads-retrieval-engine/