Perpetual Traffic Stop Pausing Winning Ads With Meta Andromeda, Kill Conversions Instead - Part 2
5 snips
Jan 30, 2026 
John Moran, performance marketing strategist and media buyer who runs analytics-driven ad programs. He explains why you should not pause winning Meta ads and how category-level feeder strategies boost new customers. Short takes on prioritizing hook rate and CTR over platform conversions. Shows how better Meta creative can cut Google spend while growing total customer acquisition.
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Category Campaigns Drove Hidden Growth
- John Moran split ad spend into category-specific campaigns and tracked Shopify new customers as the source of truth.
- He saw toilet bowl cleaner new customers rise from 21 to 35 despite Meta reporting zero tracked conversions for that campaign.
Use Engagement Metrics Not Platform Conversions
- Stop relying solely on platform-reported conversions and use engagement metrics like hook rate and outbound CTR to judge creative performance.
- Target hook rates over 25% and outbound CTR around 1.5% as benchmarks; below 15% is likely dead.
Channel Gains Only Partially Impact Top Line
- Improving one channel's efficiency only partially moves the top-line because other channels share credit for new customers.
- A channel doubling while it's half of spend yields roughly half the top-line impact on NCAC.