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Foxwell Digital

2 resources from Foxwell Digital we point founders to, and the questions each answers.

📄 Article

✓ Link checked Free Intermediate

Foxwell Digital runs Meta spend for large DTC brands, and this explains the specific mechanism (declining First-Time Impression Ratio) that makes narrow, exclusion-heavy targeting quietly strangle scale.

Meta Broad Targeting: Why Skipping Exclusions Works

From Foxwell Digital by Foxwell Digital

Heavy exclusions and narrow interest sets cause audience saturation, visible as a declining First-Time Impression Ratio.
Broad targeting without exclusions keeps refilling the top of funnel with genuinely new people.
Pair broad prospecting with a separate, deliberately narrow retargeting campaign rather than mixing the two.

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Answers Should I use detailed interest targeting or go broad with Advantage+?

📄 Article

✓ Link checked Free Intermediate

Andrew Foxwell runs a community of brand owners collectively spending over 250 million dollars a month on ads, and his blunt warning here, roughly 10 to 20% of spend can look great on ROAS while quietly losing money, is the clearest caution against reading the purchase column at face value.

ROAS Is Vanity, Profit Is Sanity: Fix Your Metrics

From Foxwell Digital by Andrew Foxwell

Turning off spend that looks efficient on ROAS but is unprofitable can lower revenue short term while helping the business immediately.
Argues paid media decisions should be tied to profit and margin, not the revenue multiple Ads Manager reports by default.

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Answers Which Meta Ads Manager metrics actually matter, and how do I read them?

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