1) The success of the ad heavily depends on outside factors (e.g. Black Friday), that's why often you see an ad delivering and crushing one day, and barely spending other so when you have the NEW creative not spending any money in you don't know if it's not spending cause it's:

a) bad timing of the launch b) just bad creative When you can't isolate the reason, you can't make a proper decision

2) In order for CC to work, we assume that FB delivers ads in the perfect environment and that it will spend only if it can deliver results under target CC BUT...

There are multiple times that I saw ad set spending but still not delivering the results under the target It sounds great in theory, but it doesn't always work in practice

3) although FB is super robust, can it really determine the success of a creative WITHOUT serving an impression? I'm not so sure. Don't get me wrong - I like using CC for scaling, but I think it shouldn't be used for testing

I personally use them when I have a winning audience x ad combination and want to squeeze additional juice Here's how: https://x.com/IstvanicMarin/st...

@IstvanicMarin no cap 🧢

@IstvanicMarin Good to know. That’s a mistake that you can avoid.