After 13+ years of working with Meta advertisers, Jon has identified four key characteristics that separate successful advertisers from those who struggle. It's not about tactics - it's about your approach to complexity, change, learning, and responsibility.

Advertisers often misunderstand what campaign objectives actually do. Jon explains why saying you're running a "sales campaign" or "traffic campaign" is misleading.

Your performance goal defines everything about your Meta ad delivery - who sees your ads, what quality of results you get, and which placements are used. Jon explains how the algorithm interprets each goal and why some lead to far better outcomes than others.

Most advertisers have misconceptions about how Meta attribution actually works. Jon covers four key aspects that explain why your Ads Manager results rarely match your backend data.

Meta's click attribution works differently than most advertisers understand. Jon explains what actually counts as a "click" and how to select the right attribution windows for different campaign types.

View-through conversions are often misunderstood or completely ignored in reporting. Jon explains when they provide real value versus when they're giving Meta undeserved credit, and how to properly evaluate them based on campaign type and audience.

Many Meta advertisers overcomplicate their approach in the belief that sophistication leads to better results. Jon explains why the opposite is often true, outlining a simplified strategy that focuses on fewer campaigns, minimal ad sets, and limited customizations.

Meta advertising conspiracy theories are a sign of lacking confidence. When results are poor, it's tempting to blame the platform rather than take responsibility. Jon explains why this approach is counterproductive and how to focus on the factors you can actually control.