How are you managing long purchase decision journeys in Meta Ads? Optimisation + measurement?
Interested to hear how other marketers are handling Meta accounts where the purchase journey is much longer and more consideration-heavy.
For context, I work in skincare/beauty with products around the £100+ mark, where customers usually need a fair amount of education, trust-building and repeat touchpoints before purchasing.
One of the first things I worked on was fixing an account that had become heavily reliant on fatigued ads and retargeting loops. We inherited an account where creatives had been left running for a very long time with minimal refreshes, so frequency had become very high and reach had stagnated.
Over the last few weeks (so still very early stages), I’ve been:
• Diversifying creative angles significantly
• Uploading new creatives much more frequently
• Building more top-of-funnel focused content and introducing twice per week.
• Improving creative quality to drive stronger traffic quality onto site
• Optimising landing pages/PDPs for clearer information hierarchy, education and trust signals
Budget = £300 P/D
The strategy is still in its infancy (less than a month in), so we’re not suddenly seeing huge new customer growth yet, but early signals like FRQY reducing, new reach increasing, traffic quality and engagement are improving.
What I’m struggling with is understanding how people properly measure success with this type of longer-term Meta strategy once enough time has passed.
A few things I’m trying to better understand from others managing similar accounts:
• If you optimise purely for Purchase, does Meta naturally drift back toward high-intent/retargeting audiences?
• Are any of you optimising toward higher-funnel events instead (LPV, View Content, engaged sessions, etc.) to scale prospecting more effectively?
• Once enough time has passed, how are you actually measuring whether this broader top-of-funnel strategy is working?
• Are you leaning more on MER/blended ROAS/new customer growth/search lift instead?
• How do you evaluate top-of-funnel creative success when it may not directly convert in-platform?
• What attribution windows or reporting methods are you finding most useful post-iOS?
• Has anyone found good frameworks for separating “conversion capture” from true incremental acquisition?
Would genuinely love to hear how people are approaching this now because a lot of Meta advice still feels built around shorter consideration cycles and lower AOV impulse purchases, and that’s what I’m used to managing.