Meta, run for incrementality — not vanity ROAS.
Advantage+ scaling, a creative testing engine built for the post-ATT signal era, and measurement that separates real lift from reported ROAS. Web and app.
"Meta is still where scaled demand generation and DTC growth compound — but the auction is more expensive and less forgiving every year. Winning now is a creative-and-measurement problem, not a targeting one."
Strategy → Deployment → Scale → Attribution
Audience architecture (broad + Advantage+ signals over legacy interest stacks), offer and hook mapping, full-funnel forecast, creative angle matrix across six archetypes (problem-solution, demo, social proof, founder story, creator/UGC, category/competitive).
Consolidated campaign structure (prospecting / retargeting / retention), Conversions API + server-side tracking, event prioritization for Aggregated Event Measurement, creative testing cells with clean single-variable isolation, minimum $30–$50 or 1,000 impressions before reading a creative.
Budget-scaling logic (step vs. surge), frequency-capped fatigue management (rotate at 2.5–3.0 frequency), creative velocity target of 20–30 concepts/week per $100K, winner-graduation in 48h.
Meta Conversion Lift + geo holdout tests, MMM for cross-channel budget share, MTA (Northbeam/Triple Whale class) for ad-level read, reconciled against platform-reported numbers.
We run both.
Pixel + CAPI, catalog/Advantage+ Shopping, on-site CVR and CRO handoff.
SKAN-era measurement, MMP (AppsFlyer/Adjust) integration, app-install and in-app-event optimization, retention-first LTV modeling, ASO continuity with asolegendary.com.
Baselines to beat, not finish lines.
Common questions.
Do you run web and app under one team?+
Yes — with the right measurement stack for each (pixel/CAPI for web, SKAN/MMP for app).
What's your creative volume?+
Standard is 20–30 fresh concepts per week per $100K in spend, winners scaled within 48h, losers cut within 72–96.
How do you handle iOS 14+ attribution?+
Server-side CAPI + Aggregated Event Measurement with 8 prioritized events, reconciled against MMM and geo-lift tests.