Meta Advantage+ Audience Expansion: When to Let Go of the Wheel
Paid Media

Meta Advantage+ Audience Expansion: When to Let Go of the Wheel

An opinion piece on Advantage+ Audience Expansion drawn from 80+ accounts: the three situations where leaving the toggle on works brilliantly, the four where it tanks your pipeline, and the 10% / 30% cost-of-wrong-conversion rule I use to decide.

Re-engagement flow for a dead list: 4 emails over 21 days
Marketing

Re-engagement flow for a dead list: 4 emails over 21 days

A practical 4-email, 21-day re-engagement sequence for cleaning an inactive email list, with exact send timing, copy, and the post-flow suppression step most teams skip — plus where AI helps and where it ruins the breakup email.