At Aimerce, we’ve studied how 6-7 figure brands are scaling efficiently on Meta after the Q4 “Andromeda” update. This is the framework we’ve seen work best, not just for spend efficiency, but also for signal quality, scale, and creative testing at speed.

Foundation First: What Hasn’t Changed

Before you even set up campaigns, your foundation has to be solid:

Attribution Window: Use 7-day click, no views. This gives Meta enough data to track higher-AOV buyers who don’t convert on impulse.

Event Setup: Use the Conversions API (CAPI) with a high-quality Purchase event (EMQ 8-9). This setup is non-negotiable post-iOS 14. Your pixel data is only as strong as the events you send.

Targeting: Keep it broad. Age, gender, country. Meta’s algo doesn’t need micromanaging anymore. Use exclusions for returning customers if you’re not running separate reactivation campaigns.

Campaign Structure That Works

Split your structure between two clear purposes:

1. Testing (ABO)

Use Ad Set Budget Optimization (ABO) to test creatives. This gives you more control over which assets get real spend.

How to structure it:

• Organize campaigns by product category
• Use clear segmentation based on brand type:
  • Utility brands: Test by benefit angle (e.g., Energy, Clarity, Pain Relief)
  • Fashion brands: Test by collection or style (e.g., Summer 2025, Limited Edition)

This structure gives you faster reads and cleaner creative data. You’ll quickly see what’s outperforming.

2. Scaling & Conversions (ASC)

Once you’ve identified winners in ABO, move them into an Advantage+ Shopping Campaign (ASC). ASC is where scale happens but only once you’ve earned it.

Promote to ASC based on:

• Revenue contribution: top 10–20% of revenue-driving ads
• Performance: 1+ standard deviation above your campaign average (yes, it’s worth checking your own benchmarks)
• Bonus: Use the same post IDs from ABO to ASC for faster lift

Creative Notes That Still Matter

• Always upload both 4:5 and 9:16 ratios
• Strong CTA headlines with “Shop Now” language convert better
• Naming conventions matter more than you think especially when it’s time to scale or hand off to a team

Optional: Retargeting Campaigns

Note this will ONLY work for brands with a large customer lists. Ignore this if you are still growing. Launch reactivation ABOs that:

• Target 180-day purchasers
• Use catalog ads
• Run creative that speaks directly to returning customers (don’t just reuse prospecting creative)

This structure isn’t magic. It’s just smart. It reflects how Meta’s machine learning wants to work in 2025.

Keep it clean and flexible, and scale what works. That’s how top brands are winning right now and how we’re building smarter ad accounts every day at Aimerce.