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Once Meta is connected, Ryze can read Facebook and Instagram performance and act on campaigns under your approval settings.

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Analysis

How did my Meta campaigns perform last week compared to the week before?
Which creatives have the best ROAS this month?
Which ad sets are spending without converting?
Show me creative fatigue — where has frequency risen and CTR fallen?
Creative fatigue is the most common cause of gradual Meta performance decline, and the easiest to miss without looking for it specifically.

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Management

With approval: campaign and ad set creation, budget adjustment, audience changes, and pausing underperformers.

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Creative is the main lever

On Meta, creative matters more than targeting. Meta’s delivery system is good at finding the right people; what it cannot do is make a weak ad work. The practical implication: iterate creative continuously rather than optimising audiences endlessly. See creative generation.

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Creative fatigue

Ads decay. Frequency rises, click-through falls, cost per result climbs. The pattern is consistent and predictable. Watch:
  • Frequency climbing above a comfortable level for your audience size
  • CTR falling while impressions hold
  • CPM rising without an auction-level explanation
The fix is new creative, not more budget on tired creative.

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Ad library research

Meta’s ad library is public. Ryze uses it to show what competitors are running — formats, messaging, and how long each ad has been live. Longevity is the signal worth reading. An ad running for months is almost certainly profitable; an ad running for three days tells you nothing. See competitor ad library.

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Attribution caveat

Meta reports on its own attribution windows and uses modelled conversions. Its numbers will not match GA4 or Shopify, sometimes by a wide margin. Do not attempt exact reconciliation. Use Meta’s numbers to compare Meta campaigns against each other, and your analytics or store data to judge total business impact. Missing conversion data is usually a Pixel or Conversions API configuration issue on the Meta side rather than a Ryze one.