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Ray Owens

Founder | Premium & Luxury Brand Growth Specialists | Scale at the Intersection of Finance & Psychology

Scaling premium & luxury D2C brands at the intersection of AI Powered Advertising & Finance.

After working with 60+ luxury & premium brands we've developed a system to guide brands to their full potential.

Utilizing our psychology-based creative strategy and data science-founded financial forecasting, our partners to profitably grow from 7-8, and 8-9 figures.

As a performance-based partner, we act as shareholders rather than an agency.

Apply now, to partner with the best in premium & luxury brand growth.

odylicmedia.com

Peter Quadrel

The Most Important Metric is MISSING from Your Meta Ads Manager...

(It forecasts ROAS decline)

Net New Reach.

Here's how to calculate it,  and the exact warning signs to watch for...

The Net New Reach Calculation

Your Meta reach number inside a single reporting window tells you nothing about saturation. 

It shows unique people reached during that window. 

Not whether they're the same people you reached last month.

Here's the fix:

1. Pull account-level reach for Period A (e.g., July 1-31)

2. Pull account-level reach for Period B (e.g., August 1-31)

3. Set reporting window to span both Period A and Period B (July 1 - August 31)

4. Pull combined reach (Meta de-duplicates automatically)

5. Net New Reach = Combined Reach − Period A Reach

6. Net New Reach % = Net New Reach ÷ Period B Reach × 100

What you get: the actual percentage of spend finding people who've never seen your brand.

Healthy: 60%+ net new reach 
Warning: Declining week-over-week while spend holds flat 
Critical: Under 40% with frequency climbing past 3

Of course base your variance off of the account historical mean. 

Why This Predicts CPA Spikes

When your New Customer Reach Index falls, Meta's running out of addressable new people. 

It re-routes budget toward easier conversions people who already know your brand, who were buying anyway.

Those conversions still show up. 

ROAS looks fine for a few weeks.

But new customer acquisition is slowing.

You won't see it in CPA until the pipeline dries out.

By the time CPA spikes and NC ROAS craters, the problem started a month ago.

What to Do

The fix is never bid adjustments.

The problem is creative saturation and audience exhaustion. 

The algorithm learned your creative signals and found everyone who should respond in X period at Y efficiency. 

The Levers: 

1. New creative personas/angles

2. New partnership ads/parters

3. Tighten exclusions TOF (ie. exclude social engagers, web visitors, etc.)

4. TOF campaign objectives (Reach, visits, etc.)

5. New differentiated new customer offers

Done right, Net New Reach recovers in ~10 days. 

New visitor rate follows. 

CPA stabilizes before the spike materializes.

Start tracking for smoother results.

Founder of Odylic Media | New Customer Growth for Premium & Luxury Brands

NanoBanana 2 just made your static ad agency obsolete.

And I just open sourced the entire tool.

Drop your product page URL.

It pulls your logos, product images, fonts, colors, and brand voice automatically.

Builds a full brand guide for you.

Then generates ad creatives at scale using nearly 4,000 high-performing ad templates across 8 niches.

It dynamically matches the best templates to your brand and brief.

Here's what makes it different:

→ Instant resizing

Get any ad in 1x1, 4x5, 9x16 with one click. No regeneration. No broken text.

→ Highlight-to-edit

See an issue? Highlight the area and tell it what to fix.

→ Multiple brand profiles

Run different brands or segments from one tool.

→ Auto persona building from real customer reviews

→ Multiple QC loops on briefs and final assets

Catches AI-isms before you do.

→ Upload your own templates or use ours

Runs locally. 

Just needs your Claude and Google API keys.

This is the lite version of what we use internally.

You get the full finished tool AND the open source code to make it your own.

Creatives still design the system, this handles iteration and scale.

Want a copy to download?

1. Make sure we are connected
2. Like this post
3. Comment "AI" 

Will DM you the tool along with a tutorial shortly after.

The media buyer is nearly dead...

Meta just acquired Manus AI for $2B+ and started integrating it directly into Ads Manager this month.

It's the first AI with a native Meta Ads connection built into the platform.

Not a third party tool guessing off scraped best practices.

An AI agent trained on Meta's own internal documentation, processes, and back end data.

You can connect your Ads Manager natively through manus .im right now. 

They already have pre-built skills for campaign analysis, reporting, creative audits, all ready out of the box.

I tested it on one of our accounts using just the free model...

Asked for a net new reach and creative fatigue report.

It pulled reach vs impressions by campaign, frequency analysis across the funnel, creative fatigue flags with specific callouts, and action steps.

It correctly identified our mid and bottom funnel campaigns had high frequency and repeat impressions. 

Understood the funnel context and gave real strategic reads.

Most human media buyers would take hours to build that report. 

Manus did it in minutes.

This is the inflection point.

The media buyer role as we've known it for the past 15 years is over. 

It's been a slow burn with more automation than ever in the last 36 months. 

But Manus inside Ads Manager is where this goes exponential.

The humans toggling switches, adjusting budgets, pulling reports, managing bid strategies, that work is getting absorbed by AI faster than most people want to admit.

And honestly? Good.

Humans should be doing higher leverage work than flipping toggles all day.

The media buyers who survive this shift won't be buying media at all. 

They'll be full stack growth strategists. Owning creative strategy, understanding unit economics, building funnels, advising on product positioning, connecting paid to retention.

The ones who defined their career by what buttons they push inside Ads Manager are the ones who should be paying attention right now.

The role isn't disappearing, it's evolving into something unrecognizable. 

And the gap between people who see this coming and people who don't is about to get very wide very quickly.

Increase New Customer ROAS Overnight by Turning Your Top Statics into Video...

Reels and Stories are where the vast majority of new customers find brands on Meta.

Not the feed.

If your ad account is heavy on static creatives and light on video content, you're barely showing up in the highest-intent discovery placements.

The problem?

Most brands know they need more video. 

But they don't have the budget, the team, or the time to produce it.

The solution is way simpler than you think.

There are now AI tools that let you take your top-performing ad images and turn them into production-ready Reels and Story ads in a couple of clicks.

No editing required.

No production team.

No waiting weeks for deliverables.

Just take what's already working, transform it into video, and unlock the placements you've been missing.

The result?

More new customer reach, better discoverability and a lower CAC. 

All from creatives you already have.

I put together a free tutorial walking through exactly how to do this, including the specific tools and step-by-step process.

(It only takes a few minutes to setup)

How to gain access:

1. Like this post
2. Comment "Video"
3. Make sure we're connected | Peter Quadrel

This giveaway is only live for 72h.

This Overlooked Equation has Made Millions for D2C Brands on Meta Ads

(Most advertisers never analyze it)

CPMR = CPM x Frequency

Three metrics. 

One relationship. 

It tells you more about what's happening in your Meta account than any trifecta.

CPMR (Cost Per 1,000 Account Centers Reached) is the raw cost to show your ad to 1,000 unique people. 

The most foundational metric on the platform. 

What your audience actually costs before frequency inflates it.

CPM (Cost Per 1,000 Impressions) is what everyone tracks, but it includes repeat views of the same person. 

It blends audience cost with saturation.

Frequency is how many times each unique person sees your ad. 

Your saturation signal.

When you look at an ad's CPMR and frequency together, you can see exactly where it sits in your funnel without any fancy attribution setup.

Low CPMR + low frequency = that ad is reaching broad, cheap audiences. 

Top of funnel. Prospecting. Finding new people.

High CPMR + high frequency = small, expensive audience seeing your ads over and over. 

Bottom of funnel. Retargeting. Repeat exposure.

The real power is watching these metrics move over time.

If your frequency starts creeping up across the account, Meta is running out of new people to show your ads to. 

You're saturating. 

This is where creative fatigue lives. 

New creative or expanded targeting is the fix, not higher budgets.

If your CPMR starts rising while frequency holds steady, your audience is getting more expensive. 

More competition, demand shifts, or you're reaching pricier segments. 

Different problem, different fix.

When you see sudden fluctuations, decompose before you react. 

Check in this order:

Platform: Facebook vs Instagram vs Audience Network. 

Spikes often come from one placement.

Country: If you're running international, cost swings frequently trace to one region.

Age group: Different demographics have wildly different CPMRs. 

A delivery shift toward an older cohort can spike costs with nothing actually wrong.

The brands scaling profitably on Meta in 2026 are the ones obsessing over net new reach. 

How many new people are actually seeing their ads for the first time.

CPMR is how you measure that. 

It's how you know if your account is growing or just getting louder to the same crowd.

Stop looking at CPM in isolation.

20 Meta Hot Takes Few Media Buyers Admit...

1. High CPMs are good 

2. Hook rate has minimal impact on revenue 

3. Incrementality is the only truth 

4. Broad targeting will always outperform over the long run 

5. You have to choose between predictable volume or predictable efficiency (control vs. lowest) 

6. 3rd party attribution in ‘21 was a scam 

7. You need 70%+ margins or a 2-3X 12 month LTV to really scale 

8. Statics are the most efficient way to test new angles 

9. The majority of metrics on the platform are useless 

10. Spend is the greatest indicator of performance

11. Audience exclusions are just suggestions

12. Incremental attribution > 7DC

13. Test on lowest scale on cost control

14. Offer strategy > creative strategy

15. Low production usually beats high prod. 

16. Organic feeds outperform ad libraries for inspo

17. Partnership ads are the best way to get net new reach

18. Creative volume is a vanity metric/agenda pushed by Big Creative

19. Increasing TAM is the solution to an endemic rise in CPAs

20. Make it a gummy subscription and you'll win

How to Structure a New Meta Ad Account in 2026 (Everything you need)

Most brands launch a new Meta ad account and immediately overcomplicate everything.

Custom events. 
Five campaigns. 
Third-party pixels. 
Retargeting from day one.

Then they wonder why their CPMs are insane and nothing converts.

The brands that scale fastest from zero all do the same thing. 

They keep it stupidly simple.

Here's the exact setup:

𝗧𝗿𝗮𝗰𝗸𝗶𝗻𝗴 Standard pixel events + Meta CAPI. No third-party tools, no custom events. 

Verify events fire correctly, no duplication errors, full coverage. Keep it clean.

𝗖𝗮𝗺𝗽𝗮𝗶𝗴𝗻 𝗦𝘁𝗿𝘂𝗰𝘁𝘂𝗿𝗲 

One campaign. One ad set. CBO. Highest Volume. Load it with diverse ads and let Meta distribute spend.

No bid caps. Meta needs to spend a little recklessly to learn. 

Watch your CPMs, cost per 1K accounts center reached, and frequency. 

Those are your guardrails.

𝗕𝘂𝗱𝗴𝗲𝘁 𝗙𝗼𝗿𝗺𝘂𝗹𝗮 

Meta needs ~50 conversions per week to stabilize. 

Nothing magic about exactly 50, but think of it as escape velocity.

Daily Budget = CPA x 7

If the math doesn't work, you'll sit in Learning Limited burning cash.

𝗔𝘁𝘁𝗿𝗶𝗯𝘂𝘁𝗶𝗼𝗻 

Run 7-day click + 1-day engage-through/view+ 1-day view-through. 

All three. 

You're maximizing signal. 

And you can still break results down by window for accuracy.

Meta recently moved likes, shares, and saves out of click attribution into engage-through. 

Make sure it's on if you see it (or view)!

𝗔𝘂𝗱𝗶𝗲𝗻𝗰𝗲𝘀 

Broad targeting with 1-5 suggested audiences. 

Suggestions give Meta data, they don't restrict reach. 

Meta can ignore them and it will.

𝗧𝗵𝗲 𝗖𝗣𝗠 𝗔𝗱𝗺𝗶𝘀𝘀𝗶𝗼𝗻 𝗧𝗶𝗰𝗸𝗲𝘁 

Every new account falls into a CPM pit.

Meta doesn't trust you yet.

Expect the first $10K to feel painful. 

Health-adjacent brands? $15-20K. 

Budget for it with real dollars.

The way out: serve Meta's platform. 

Strong video retention, real engagement, a trustworthy site. 

You serve Meta before you serve yourself at this stage.

𝗖𝗿𝗲𝗮𝘁𝗶𝘃𝗲 𝗠𝗶𝘅 

~50% Reels/ 30% statics/ 20% carousels

Up to half your Reels should be partnership ads. 

Double data (your page + creator's page) and disproportionate new account learning. 3-5 creators, negotiate rev-share deals to protect margin.

~70/30 native to produced. 

No retargeting yet. No Flex ads. No catalog ads unless you're a fashion brand.

𝗪𝗵𝗲𝗻 𝘁𝗼 𝗦𝗰𝗮𝗹𝗲 𝗢𝘂𝘁 

Run this until ~50 conversions/week for multiple weeks with stable metrics. 

Weeks of consistency. 

Then build out.

The brands that follow this get through learning faster and build a data foundation that makes everything after it easier.

The brands that overcomplicate from day one spend months wondering why nothing works and are likely still stuck in the CPM pit to this day.

NEW: The 1st AI with a Native Meta Ads Integration Just Went Live

Meta quietly started rolling Manus AI into Ads Manager this month.

If you go to your All Tools section under Manage, you'll already see it sitting there.

But here's the part most people haven't seen:

You can go to Manus directly, connect your Meta Ads Manager through their native connectors, and start pulling insights immediately.

They already have pre-built Meta skills think pre-loaded instructions and workflows specifically for Meta ad analysis. 

This isn't some random third-party AI scraping your data and comparing it against generic "best practices" it found online.

This is becoming Meta's own AI agent. Being trained on Meta's documentation, Meta's internal processes, Meta's back-end data.

I tested it on one of our accounts using just the free light model (not even the Pro version).

Asked for a net new reach and creative fatigue report.

It came back with:

→ Reach vs. impressions charts broken down by campaign 
→ Frequency analysis across the full funnel 
→ Creative fatigue flags with specific callouts 
→ Action steps for each issue

It correctly identified that our mid and bottom-of-funnel campaigns had repeat impressions and high frequency which is exactly what you'd expect.

The analysis was legitimately sharp with a suite of charts.

 Not "here's a generic summary of your metrics" sharp. 

Actual strategic reads on what's working and what needs attention.

This will become a super useful tool for quick analysis and deep reporting:

- Account structure audits based on your actual brand and vertical
- 7-day and 30-day performance reports you can pull in minutes
- Creative fatigue and audience saturation analysis with real recommendations.

If you haven't explored what Manus can do with your Meta account yet, now's the time there's a pretty good free version.

Head to manus, connect your Ads Manager, and start asking questions.

We've been building out a library of high leverage prompts and skills for Manus's Meta integration.

If you want our top 10 prompts and reports, comment "report" or send me a DM.

Attribution is mostly fake.

Pre-iOS 14, we trusted platform numbers completely.

Meta reported 8x ROAS. Nobody asked questions.

Then iOS 14 hit and most found out "tracking" was largely modeled estimates with attribution windows generous enough to claim credit for purchases made in a different browser tab.

Triple Whale followed. 

Third-party tools promised the real numbers. 

They kind of delivered for about two years. 

Then Meta improved their own modeling and suddenly most brands were paying $1K+/month for a dashboard that confirmed what blended ROAS already showed.

Now incrementality is the move. 

And it has real problems nobody talks about.

Seasonal bias is brutal. 

A test run in November versus January gives you different results because underlying demand is different, not because your ads got better or worse.

Testing windows are too short for high-AOV products. 

If your customer thinks about a $1,000 purchase for six weeks, a three-week holdout test captures almost nothing useful.

And none of it touches referrals, repeat behavior, or long-term LTV.

The math also doesn't work below $1M/month in spend.

These platforms run $10K+/month. 

You end up paying more for the measurement than the insights are worth.

What I've seen actually matter: blended metrics, profit trends over time, and testing big structural changes rather than micro-optimizations.

A sharp operator with solid unit economics and basic profit tracking will outperform a brand running $120K/year in attribution software that's optimizing toward the wrong signal and not sending it to Meta.

You're running 200 ads but Meta only sees 20...

Here's why your creative volume strategy is failing.

Meta's Entity ID system groups "visually similar"  creatives behind the scenes.  

Even if they have completely different Creative IDs in your account.  

The Three IDs That Actually Matter

1. Ad ID: Basic identifier for each ad 
2. Creative ID: Assigned to each asset you upload 
3. Entity ID: The invisible grouping system  

Entity ID is where it gets interesting.  

All performance learnings are shared.  

All delivery is shared.  

All costs are impacted.  

What Meta Considers "The Same Creative":  

→ Identical visuals with different headlines on asset 
→ Same product in slightly different angles or lighting 
→ Same UGC creator across multiple videos with similar settings and intros  

Meta groups them as one Entity ID.  

What Actually Triggers a New Entity ID:  

Format changes: 
Static → Video → Carousel  

Context shifts: 
Flat lay → Model wearing → Lifestyle scene  

New talent: 
Different creator, voice, face  

This is why "creative is the new targeting" actually makes sense.  

Each unique Entity ID gets its own learning phase.  

Its own audience cohort.  

Meta won't show Entity IDs directly.  

It's "internal-only" according to their reps.  

But they're rolling out three metrics for indirect visibility:  

Creative Similarity → Best proxy for Entity ID overlap 
Creative Themes → How Meta categorizes your ads 
Creative Fatigue → When your audience is burned out  

But on the accounts these features have rolled out for, the data is not very good.

Hopefully Meta can actually provide some clear insights before Q4.

The Partnership Ad Account Structure NO ONE Talks About 

( 5 Steps ) 

Partnership ads are becoming more scalable than traditional campaigns for brands in 2026. 

We're seeing clients dedicate full-time team members to managing partnerships. 

Some brands are scaling entirely off creator collaborations.

The advantage is clear: 2x the data signals (creator account + brand account), more organic positioning that feels less salesy, and massive net new reach potential.

But everyone focuses on creator selection. 

Almost no one shares the actual account infrastructure that makes partnerships profitable.

Here's the setup after managing partnership campaigns across 7-8 figure brands:

1. Campaign Structure 

→ Single CBO campaign for all partnership ads 
→ Incremental attribution or 7-day click (either works) 
→ Each ad set = one creator relationship 
→ Time-limited creative? Separate ad set with scheduled end date 
→ Multiple timelines for same creator? Multiple ad sets 
→ Evergreen creator content? Dedicated ad set, no expiration

Lowest cost usually outperforms cost caps for partnerships. 

You can move winners to a scaling CBO with ROAS targets at 20% above goal, but most partnerships scale best in their original test campaign on lowest cost.

2. Audience Strategy 

If you want maximum net new reach (which you should): 
→ Exclude existing customers 
→ Exclude ATCs and middle funnel audiences 
→ Exclude website visitors 
→ Exclude Instagram and Facebook engagers 

3. Creative Settings

→ Dynamic identity: ON (let Meta choose brand vs. creator profile) 
→ Multi-advertiser ads: ON 
→ Advantage+ enhancements: Turn OFF most of them 
→ Only keep: copy organization, touch-ups, relevant comments 
→ Everything else off

4. The Scaling Exception 

If one evergreen ad set dominates budget allocation and chokes testing velocity, create a separate scaling CBO. 

Pause in the testing campaign once the scaling campaign exceeds performance.

It's less efficient than letting Meta choose, but sometimes Meta gets so confident in one ad that your budget is too small to give other partners a real shot.

5. Rights Management :

30-day usage rights work fine if you're getting better rates. 

Just extend the winners as needed. 

But lifetime usage rights are the long-term unlock for compounding value.

The 2026 Guide to Starting a New Meta Ad Account

(Everything you need to know)

What's inside:

- Exact attribution settings
- The CPM pit phenomenon 
- Account structure breakdown
- Creative strategy process
- Testing cadence
- Budget allocation across account
- Proper tracking setup 

Click below to read.

Most brands launch a new ad account and immediately overcomplicate everything. Third-party pixels. Custom events. First-party data layers. Retargeting

Open article: The 2026 New Meta Ad Account Setup Guide  by Peter Quadrel • 21 min read

I've Audited 50+ 8-figure Meta Ad Accounts in 2026 (Here's Why They're Stuck)

The 10 problems killing your new customer ROAS and efficiency:

1. Still on 7-day click attribution

If you're an established 8-figure brand, you should be on incremental. 

It aligns closer with actual revenue. 

Meta is building toward it as the default, stop waiting.

2. Fake creative diversity

Most brands scale into 5-6 ad formats and stop. Then wonder why new customer ROAS declines. 

You need 12-24 distinct formats paired with multiple sales arguments. If you can't name a dozen getting real spend, you have a problem.

3. 4 partnership ads is not a strategy

Brands scaling fast right now work with 20-40+ partners across different sub-personas. Not 4 creators with a couple videos each.

4. Zero upper funnel (reach, visits, views) campaigns

Your efficiency is bleeding and you're doing nothing to refill the top.

Run organic video content through an upper funnel campaign year round and at least 30 days before every major sales peak.

5. Naming conventions are a disaster

You should be able to answer these in 60 seconds: 

Top 3 spending personas? 
Best-performing angle per persona? 
Lowest-spending ad format? 

If you can't, you're flying blind on creative strategy. Detailed naming conventions with every relevant variable is essential for test measurement. 

6. No real marketing moments

Black Friday and Mother's Day isn't real marketing. It's following the basic calendar every other brand does. 

The brands winning create their own moments with real storytelling:

Customer stories, founder narratives, cause-driven campaigns with related offers.

Until you have unique stories worth listening to that are relevant to your audience; new impressions will be expensive. 

7. No year-round email/sms lead gen campaigns

Rare to see a dedicated email/SMS acquisition campaign running consistently. 

And if it exists, the offer is "10% off." Run a giveaway, bundle offer, or create incentives like extended returns, better warranties, even early sale access.

These turn your email/sms into a true acquisition channel.

8. Ghost town comments

Some buyers hit the comments before they watch the ad. 

If nobody's responding or building social proof there, you're leaving money on the table. Stir something up, have a comment section worth reading. 

9. Never boosting organic posts

Look at your last week of organic content. Boost the top 1-2 performers. Simple. 

There's an algorithmic advantage here and these usually create a lift in new reach/acquisition efficiency. 

10. Optimizing the wrong things

Notice I didn't mention ABO vs CBO, cost controls, etc. 

At 8 figures, most brands have the account structure setup well enough. 

The 9 problems above are where the gains live.

If your new customer efficiency has been declining, run through this list. 

You'll see a big improvement if you implement just 1-2 of these optimizations.

This is the MOST Neglected Metric on Meta

(It's why so many brands hit a scale ceiling)

Brands come to us saying "our CPA is too high" or "ROAS won't budge." 

They assume it's a creative problem. 

Or a targeting problem. 

Even a CPM problem.

It's usually not...

Most brands I audit have passable fundamentals. 

The real bottleneck? Their AOV is too low to make the math work at scale.

And almost nobody sets goals around it.

Here's proof from one of our clients (a premium D2C brand):

We track a metric called New Customer Revenue per Mille (NCRPM). 

Simple formula: 1,000 × CVR × New Customer AOV.

Think of it like CPM but flipped. How much revenue you generate per 1,000 new visitors instead of how much you spend.

In 3 years:

AOV up 173%. 
CVR down 35%. 

Revenue per 1,000 new visitors? Up 77%.

The CVR decline didn't matter. 

The AOV gains more than offset it. 

Every year they made more money from the same traffic despite converting a fewer % of people.

The problem is brands never make this a priority.

They'll A/B test button colors and rebuild pages...

But they won't look at whether their average cart is fundamentally too small to support profitable acquisition at the CPMs their market demands and the scale they're pushing.

Ways to increase AOV without launching new products:

→ In-cart upsells and cross-sells 
→ Post-purchase one-click upsells 
→ Bundle pricing with a slight discount incentive 
→ Free shipping thresholds set just above current AOV 
→ Tiered discounts (spend $X, save Y%) 

The annual goal nobody sets:

Every year, your AOV should go up while keeping conversion rate flat. 

Or only declining to a degree where revenue and profit per order still increases.

If you're a 7-figure brand that hit a ceiling on Meta and you've been blaming your ads, go pull your new customer AOV right now.

Look at how it's trended YoY relative to your conversion rate.

Calculate your own NCRPM. 

You might find your real problem isn't in Ads Manager at all.

taplio

The Battle

Ray Owens

Peter Quadrel

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