Taylor and Andrew Debate Cost Controls (We Ran the Numbers)
Ecommerce Playbook: Numbers, Struggles & GrowthShow Notes
Taylor and Andrew Faris sit down to debate something every performance marketer has an opinion about but almost nobody has actually tested: do Meta cost controls deliver to the bid you set?CTC reviewed $1.5 billion in Meta spend and ran a formal study on $200 million across 253 accounts from March 2025 through July 2026. The results were surprising enough to change CTC's default bidding strategy. This is the first public breakdown of the full findings.KEY TAKEAWAYS:-Min ROAS (highest value optimization) delivered 96.5% of target across the full dataset. It is the most accurate cost control CTC has tested, and the AOV is baked into the signal so you do not have to manually work through SKU-level bid math.-Cost per result goal (cost cap) consistently overshoots by roughly 40%. An average bid of $78 delivered $108 in outcome. SKU complexity makes it very hard to set the right bid, and the algorithm does not compensate for it.-Bid cap delivered 123% of target on a $3M sample and is now CTC's default cost control, replacing cost per result goal.-Stop loss rules for turning off individual ads have no discernible impact on account performance. The time most performance teams spend on that workflow is not moving the needle.-The aggregate accuracy of min ROAS is real — but individual accounts can deviate significantly. 67% of min ROAS accounts were more than 5% below target on an individual basis. The aggregate and the individual account are two different things.This research covers $1.5B reviewed and $200M analyzed across 253 accounts. Read the full study in the show notes.The Common Thread Collective 7-Figure Growth Workshop: https://commonthreadco.com/pages/sept-26-eventhttps://hermod.statlas.io/mcp/report/shared?user=anmar.commonthreadco.com&ts=1785286905https://hermod.statlas.io/mcp/report/shared?user=anmar.commonthreadco.com&ts=1785513697Show Notes:-Axon is offering $5K ad credit when you spend $5K. Go to https://axon.ai/en/ctc to set up your first campaign.-Explore the Prophit Engine: https://commonthreadco.com/pages/prophit-engine-The Ecommerce Playbook mailbag is open — email us at [email protected] to ask us any questions you might have
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