Jon Loomer Digital

06/04/2026

Remember a couple of months ago when we were hearing about an exciting new feature called Customer Lifecycle Strategy? Well, I have it now.

Unfortunately, it doesn’t do what many advertisers seemed to think it would. It's one of four stories I covered in this week's Field Notes:

1. Hands-on with Customer Lifecycle Strategy
2. “Legal and operational” custom audience exclusions
3. App Install Status audience control
4. No more page like ads?

That's right. No more page like ads.

Read all about it here...

Meta’s Customer Lifecycle Strategy isn’t magic. Here’s what it does, what it doesn’t do, and why page like ads may be going away.

06/03/2026

I consider myself cautiously pro-AI, but not fanatical about it.

Meta’s new AI connectors are interesting, and I can see how they could help with creative development and reporting. But connecting AI to your ad account doesn’t suddenly make it a subject matter expert.

In this week’s Pubcast Question, I talk about where I think AI fits, why creative is the best place to start, and why advertisers without a strong foundation can get themselves into trouble fast.

Listen here (4 minutes)...

Today's question is about how advertisers should approach AI tools like Claude's new connection to Meta ads. AI has enormous potential for creative development, but…

06/02/2026

One of the biggest mistakes advertisers make is that they take conversion results at face value. They don't dig.

In this post, you'll learn...

1. What do your conversion results mean?

Meta doesn't lie or make up conversion results. Assuming you've set up conversion events properly and deduplicated events sent from multiple sources, the issue is understanding context. There's a breakdown that helps with that.

2. How many repeat conversions did you have?

One of the leading causes of assumed discrepancies between Ads Manager and other reporting is a misunderstanding that a single customer can perform multiple, separate conversions. There's a way to understand this.

3. What attribution is hidden?

Sometimes the goal is to find conversions that happened outside of your default reporting. Primary examples include uncovering 28-day click purchases after or lead or highlighting incremental results.

Read more here...

Use Meta ads attribution breakdowns and Compare Attribution Settings to understand what your conversion results really mean.

06/01/2026

When an ad account is struggling, there are a few things I always look for. These mistakes are common, but they’re also avoidable.

In this episode, I walk through five of the biggest issues I see in struggling ad accounts and why they usually point to a deeper misunderstanding of how Meta ads work now.

Listen here (7 minutes)...

Struggling ad accounts keep making the same mistakes, from undefined audience segments and unnecessary remarketing to inflated conversion results and overcomplicate…

05/31/2026

If you're not sure how to select only instant forms or a website landing page for a Leads campaign, it's because Meta buried those single options. Here's what you need to know...

05/28/2026

Meta has a new Grouping reporting feature that could make campaign analysis a little easier.

Instead of breaking down results within each campaign or ad set, Grouping clusters campaigns or ad sets by shared settings. Attribution setting, conversion event, bid strategy, objective, performance goal, and other variables can all be grouped together.

I also cover a few other updates in this week’s Field Notes:

1. Conversions campaigns coming to ChatGPT
2. Instagram Live Video conversion location
3. Do AI-generated videos deliver?

Read it here...

A look at Meta Ads Grouping reports, ChatGPT conversion campaigns, Instagram Live Video ads, and AI-generated video issues.

05/27/2026

How do you decide when a new Meta feature is worth testing?

There’s always some risk because you don’t know how it will impact results. That risk feels different when you’re managing your own ads compared to a client’s account.

In this week’s Pubcast Question, I talk about how I think through that risk, why a new feature should usually solve a specific problem, and when it might be better to wait until we know more.

Listen here (3 minutes)...

Today's question is about how to decide when new Meta features like push delivery or AI platform connectors are worth testing. New features carry risk because there…

05/26/2026

These mistakes show up far too often.

I’ve seen so many troubled ad accounts and campaigns. While every account is unique, there are seven common mistakes that I see over and over again.

They're so common that when I know results are suboptimal, I look for these issues first.

Read here...

Avoid these common Meta ads agency mistakes that hurt performance, inflate results, and make client accounts harder to manage.

05/25/2026

Why is that a problem?

Advertisers often fixate on the wrong things. But before you start tinkering, ask why it matters. Are the results bad? Can you actually tie those bad results to the thing you’re worried about?

In this episode, I talk about why obsessing over delivery quirks can lead to unnecessary changes and worse results.

Listen here (5 minutes)...

Advertisers fixate on delivery details like which ads Meta shows, placement distribution, or age skews, but rarely ask the most important question: is this actually…

05/24/2026

I created a custom metric called Quality Traffic Percentage that helps me understand the percentage of landing page views that resulted in at least a 15-second visit. Here's how it works...