Clarity before optimization.

This page is for e-commerce owners still running Meta ads who’ve tried the playbooks — but no longer feel confident about which lever actually matters.

You might recognize this

• You’ve tried the usual advice shared in PPC communities.
• You’ve worked with more than one agency, hoping for a reset.
• You’ve hired people to help manage Meta ads — freelance or in-house.
• You’ve seen ROAS drop without obvious changes, while others say their ads are “working fine.”
• You’ve followed the playbooks — but results still feel unpredictable week to week.

What’s actually going on

After iOS changes, Meta has less reliable signal than it used to. That breaks the feedback loop the system relies on to optimize.

When signal is weak, best practices become inconsistent. Advice feels contradictory. And every change feels risky. That’s why small tweaks can suddenly cause big swings — and why doing “nothing” sometimes feels safer than acting.

What clarity actually looks like

• Knowing when not to touch anything.
• Being able to distinguish signal loss from creative fatigue.
• Making changes deliberately — instead of reactively.

Why I’m working on this

I’ve been talking to e-commerce owners still running Meta ads and documenting recurring patterns. This page is part of that process. I’m sharing what I learn as I go.