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Facebook and Instagram ads that bring customers, not just clicks.

A click or an app install is the cheapest thing to buy and the least useful thing to count. We aim for the people who are still customers next week.

Get startedAll of paid advertising
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What we report

  • Cost per click (not what we judge you on)
  • Cost per result (not what we judge you on)
  • Cost per customer

−23%cost per new customer · skincare client

The cost per click looks brilliant. The cost per result looks brilliant. Revenue is flat, and nobody can explain the difference.

  • Cost per clickBrilliant
  • Cost per resultBrilliant
  • Why is revenue flat?Unknown

One client, three months

New customers for less, once Meta could see the sales it was already making.

A Shopify skincare brand where Meta could only see about six in ten of the orders its ads were producing. We fixed the tracking before touching the budget, and a campaign that was first in line to be switched off turned out to bring in the customers most likely to buy again.

of orders now visible to Metaorders seen by Meta
96%
return on ad spend
+41%
cost per new customer
−23%
Read the full case study
Two people packing online orders into boxes in a small business workspace

Orders Meta could see

BeforeAbout 62%

AfterAbout 96%

What changes

Three things you’ll be able to say about your Meta spend.

Each one is measured after the click, not at it.

  • You can say

    Which creative sells

    Judged on customers rather than on how many people stopped scrolling. The video with the most likes and comments is very often not the one that brings buyers.

  • You can say

    What an audience is actually worth

    Measured after the click, so an audience that signs up cheaply and leaves straight away stops looking like the winner.

  • You can say

    Where Meta and Google overlap

    Both platforms claim the same sale. We count it once, and the honest split usually changes where the next pound goes.

The difference

Budget that follows customers, not attention.

We ran this on our own game before we ran it for anybody else. Ludo Arena buys players through Facebook and Instagram, and an install told us almost nothing.

Optimised for results

  • Cost per install falls, and the team celebrates
  • Creative is picked by watch time and comments
  • Lookalike audiences (new people Meta finds who resemble a list you give it) are built from everyone who ever converted
  • Browser pixel only, so blocked traffic is invisible
  • Budget follows whichever ad set is cheapest today

Optimised for customers

  • Cost per player who is still there on day seven, which is a different league table
  • Creative is picked by what the people who stayed watched first
  • Lookalikes are built only from customers who paid, and refreshed as that list changes
  • Conversions API alongside the pixel, so blocked traffic is still counted
  • Budget follows the ad set that produces customers, even when its click cost is higher
Two hands holding a phone sideways, playing a racing game

$0.03per install · our own game

Ludo Arena, our own gameWe buy players for our own game at three cents an install. The number we actually manage by is what those players do on day seven, because the first number is easy to make look good and means nothing on its own.

What is included

What runs in your account every month.

  • Account and campaign structure that works with Meta's automated delivery rather than against it
  • Meta Conversions API, sending sales and their value to Meta straight from your server, checked so nothing is counted twice alongside the browser pixel
  • Customer lists built from people who paid, refreshed rather than set once
  • A creative test running at all times, with one variable at a time and a written result
  • Instagram and Facebook placements judged separately before being merged
  • A weekly note: spend, customers, cost per customer, what changed and why

FAQ

The questions we hear most.

We write and cut what is needed to test, and we are honest that we are a measurement and performance studio rather than a film crew. Where a brand needs production beyond that, we will say so and work alongside whoever does it.

Your turn

Bring the sales Meta reports, and the ones your shop does.

Tell us both numbers in a short form. Within a working day we will tell you what usually explains the gap, roughly what it would take to close it, and whether we are the right people for it.

Get startedSee the work