설명
The ad getting all the credit isn't the ad doing all the work.
Meta attribution has been misleading you.
Here's what actually happens:
Ad A warms up the buyer. Builds awareness. Does the heavy lifting.
Ad B gets the last click. Gets reported as the winner.
You kill Ad A because the ROAS looks lower.
Now Ad B converts nothing. Performance tanks.
The fix: stop judging at ad level.
KPI at ad set level only.
Group 5–10 creatives together.
Meta allocates spend to the ones working.
That's your signal - not the individual ROAS.
Running Meta ads and losing money you can't explain?
DM me "SCALE" and let's look at your account.