FMedia blog
FMedia is the paid media studio that measures Meta and Google ads in profit, not vanity ROAS. Ten pieces on what the signals say and what to do about them.
True-profit ROAS: why your 400% return may be losing money
Platform ROAS ignores returns, fees and discounts. Here is how to calculate true-profit ROAS for Meta and Google ads, with a worked example.
Creative fatigue: the early signals before results collapse
How to spot creative fatigue on Meta and Google before ROAS drops: the signals to watch, a weekly checklist and when to rest or refresh an ad.
How to evaluate agency performance beyond vanity metrics
A practical scorecard for judging a paid-media agency on profit, not platform ROAS, CTR or impressions. Questions to ask and data to request.
Finding hidden costs in your Meta and Google advertising
Seven hidden costs that platform dashboards miss, from attribution overlap to discount leakage, and how to find each one in your own data.
Pre-spend creative scoring: test ideas before you pay the auction
How pre-spend creative clickability scoring works, why it cuts testing waste on Meta and Google, and how to fit it into your creative workflow.
Budget reallocation: moving spend before returns diminish
How to spot diminishing returns on Meta and Google campaigns and reallocate budget using marginal true-profit ROAS, with a simple weekly method.
The overwhelming data dilemma: three numbers that matter
Paid media teams drown in dashboards. Here are the three numbers that drive profitable decisions on Meta and Google, and what to ignore.
Meta and Google double counting: what your combined ROAS hides
Why Meta and Google both claim the same orders, how to estimate attribution overlap against real sales, and what it means for budget.
Returns and ad profitability: the e-commerce blind spot
How product returns quietly erode Meta and Google ad profit, how to tie returns back to campaigns and creatives, and what to change.
The 30-minute weekly paid media profit review
A practical weekly ritual for Meta and Google advertisers: check profit, creative health and budget in 30 minutes, then make three decisions.