DTC Podcast: Marginal ROAS & How Meta’s Algorithm Really Works

Most brands are chasing growth using metrics that mislead, tools they don’t understand, and platforms that aren’t incentivized to show the truth. Constantine breaks down exactly why most advertisers are flying blind and how to get back on course.

Key Takeaways:

• ROAS ≠ Profit: Learn why marginal ROAS, not average ROAS, is the metric that should govern every media dollar.
• The Meta Algorithm Explained: Get a clear look into how Meta’s multi-layered ML models (account, pixel, event, creative) actually work—and how to feed them properly.
• Controlled Budget Shifts: Constantine introduces the concept of “destabilizing analytics” to reveal real campaign performance.
• Diminishing Returns in Practice: Why most brand search and retargeting campaigns look profitable on paper—but are losing money in reality.
• Creative Testing Best Practice: Don’t isolate creative tests. Instead, inject them into live campaigns to take advantage of trained models.
• When to Diversify Beyond Meta: Not before ~$1M/month in spend. Most DTC brands diversify too early, sabotaging growth and signal integrity.