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Meta Ads Refresh System
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Meta Ads Refresh System
Ecommerce Equation Framework
⚡ Mid-Sale Mode
About
This training breaks down the three Meta Ads campaign types and how budget, audience, and placement toggles define each type. With Meta’s updated interface, knowing these distinctions helps you understand when to let the algorithm optimise and when you should take full control.
Keywords Guide
TOFTop of the Funnel
TOMTop of Middle
MOFMiddle of the Funnel
ASCAdvantage+ Sales Campaign is toggled on
NASCAdvantage+ Sales Campaign is toggled off
RSRecommended Setup
LSLimited Setup
Campaign Type Glossary
| Term | Definition | Nature |
|---|---|---|
| ASC - RS | Advantage+ Sales Campaign is toggled ON, plus Recommended Setup, using Advantage+ Audience. | Let Meta decide on targeting. |
| ASC - LS | Advantage+ Sales Campaign is toggled ON, plus Limited Setup, not using Advantage+ Audience. | Make targeting suggestions. |
| NASC - LS | Advantage+ Sales Campaign is toggled OFF. This is LS by default, not using Advantage+ Audience. | Full control over targeting of the item toggled off, budget, audience, placements. |
Types of Exclusions
Light
• Website, All Website Visits, 14 Days
• Instagram Engagement, All, 14 Days
• Facebook Engagement, All, 14 Days
• Website, Purchase, 30 Days
• Email List, Klaviyo, All Time
Medium
• Website, All Website Visits, 30 Days
• Instagram Engagement, All, 30 Days
• Facebook Engagement, All, 30 Days
• Website, Purchase, 180 Days
• Email List, Klaviyo, All Time
• Email List, Klaviyo, All Purchasers
Harsh
• Website, All Website Visits, 60 Days
• Instagram Engagement, All, 60 Days
• Facebook Engagement, All, 60 Days
• Website, Purchase, 180 Days
• Email List, Klaviyo, All Time
• Email List, Klaviyo, All Purchasers
Super Harsh
• Website, All Website Visits, 180 Days
• Instagram Engagement, All, 365 Days
• Facebook Engagement, All, 365 Days
• Video, 3 Second Views, 365 Days
• Email List, Klaviyo, All Time
• Email List, Klaviyo, All Purchasers
Funnel Section Spend Benchmarks
TOF30–50%Frequency under 2.0
TOM30–40%Frequency 2.0–3.0
MOF20–30%Frequency 3.0+
(Funnel Section Spend ÷ Total Spend) x 100 = %
Settings
Audience Spend
$
0%
$
0%
$
0%
Total
$0.00
Frequency
Acting Like
Mismatch
Ads per Campaign
Up to $100/day4–8 ads
$100–$500/day8–12 ads
$500+/day12–15 ads
Rename Suggestion
Campaign frequency indicates it is acting like a , not a .
Before:
After:
Was#1 TOM - ASC - RS - No Exclusions
Becomes#1 MOF (was TOM) - ASC - RS - No Exclusions
Top of Funnel (TOF) Validation
Focus, new audience reach and frequency control. Exclude existing customers.
Enter spend data to validate
Input audience spend amounts in the sidebarSpend Distribution
New 0.0%
Engaged 0.0%
Existing 0.0%
Action Required (0)
Passing (0)
All checks passed
Spend allocation and frequency within target rangesBusiness Metrics
Ad Assessment
Ad Name
CPP ($)
Frequency
Reach
Assessment
Action Guide
⚡ SuperheroFunnel even more spend towards these ads
🦸 HeroFunnel more spend towards these ads
🤝 SidekickLeave on unless necessary to get spend to Heroes
👤 CivilianLeave on unless necessary to get spend to Heroes and Sidekicks
🦹 VillainTurn off these ads
Date Range Reference
| Period | CPP Window | FRQ Window |
|---|---|---|
| Regular conversion period, non-sale | 4 days, including today | 7 days, last 7 days |
| Long conversion period, non-sale | 5 days, including today | 7 days, last 7 days |
| Regular conversion period, sale | 3 days, including today | 5 days, including today |
| Long conversion period, sale | 5 days, including today | 5 days, including today |
Frequency Benchmarks (Ads)
| Stage | Good | Okay | Bad |
|---|---|---|---|
| TOF | < 1.4 | 1.4–1.8 | > 1.8 |
| TOM | < 1.8 | 1.8–2.0 | > 2.0 |
| MOF | < 2.0 | 2.0–2.4 | > 2.4 |
| BOF | < 2.4 | 2.4–3.0 | > 3.0 |
CPP Benchmarks (Traffic Light)
TOFGood CPP = AOV x MER x 2. Bad = 2 x Good CPP.
TOMGood CPP = AOV x MER x 1.25. Bad = 2 x Good CPP.
MOFGood CPP = AOV x MER x 1. Bad = 2 x Good CPP.
When to Refresh Ads
No Heroes remaining and less than 30% of original batch still active.
Campaign Renaming Convention
Was#1 TOM - ASC - RS - No Exclusions
Becomes#1 MOF (was TOM) - ASC - RS - No Exclusions
The 5-Step Refresh Process
1.Check clarity sheet, revenue, profit, MER results and 3-day rolling trends.
2.Assess campaigns, spend distribution across colder and warmer audiences. Frequency check.
3.Optimise ads, Marvel Math to identify Heroes, Sidekicks, Civilians, Villains. Kill villains.
4.Optimise campaigns, reallocate budget, distribute across funnel sections, push to winners. Max 20% change per day.
5.Refresh ads, top up when and where required based on remaining ad count and performance.