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.

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56 posts in Glossary

Two women walking through a moody, cinematically lit office.
GlossaryMarch 19, 2026

Marketing Efficiency Ratio (MER)

MER = Total Revenue ÷ Total Marketing Spend. Ignores attribution debates. Target 3-5x for DTC.

2 min read
Overhead boardroom with coffee, water, and folders.
GlossaryMarch 12, 2026

Quality Score (QS)

Learn Quality Score (1-10). Improve from 5 to 7+ to reduce CPC 10-15%. See the three components.

2 min read
A woman on a corded desk phone looking up.
GlossaryMarch 4, 2026

Impression Share (IS)

Understand impression share and diagnose lost impressions. 50%+ is strong. See budget vs rank causes.

2 min read
A moody dark desk with a mug, notepad, and pen.
GlossaryFebruary 25, 2026

Smart Bidding

Learn Google Smart Bidding strategies. Need 30 conversions in 30 days minimum. See when to use each.

2 min read
A meeting room with a colleague sipping coffee.
GlossaryFebruary 18, 2026

Performance Max (PMax)

Understand Performance Max campaigns. See the visibility limitations and brand exclusion settings.

2 min read
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GlossaryFebruary 11, 2026

Target CPA (tCPA)

Learn Target CPA bidding. Set realistic targets based on historical data. See minimum requirements.

2 min read
Two women walking through a moody, cinematically lit office.
GlossaryFebruary 4, 2026

Target ROAS (tROAS)

Understand Target ROAS. Express as percentage (400% = 4x return). Best for varied product values.

2 min read
Overhead boardroom with coffee, water, and folders.
GlossaryJanuary 28, 2026

Maximize Conversions

Learn when to use Maximize Conversions and when to switch to target-based strategies.

2 min read
A woman on a corded desk phone looking up.
GlossaryJanuary 21, 2026

Learning Phase

Understand Meta Learning Phase. Need 50 conversions in 7 days. See how to exit faster.

2 min read
A moody dark desk with a mug, notepad, and pen.
GlossaryJanuary 14, 2026

Learning Limited

Fix Learning Limited status. Increase budget to 10x CPA, broaden to 2M+ audience, consolidate ad sets.

2 min read
A meeting room with a colleague sipping coffee.
GlossaryJanuary 6, 2026

ThruPlay (TP)

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

2 min read
A woman on a desk edge laughing with a colleague.
GlossaryDecember 30, 2025

Advantage+ (A+)

Learn Advantage+ automation. Meta claims 22% ROAS improvement. Set customer caps to control spend.

2 min read

The record

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Every decision written down, with its reason and its result. That is the whole product.

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