Issue 4: Decide what counts before you look
This week we published three paid ads pieces, on Meta attribution windows, how many ad variations to test, and video against static, and a go-to-market post on recurring objections in sales calls. In each one, the answer depended on what someone had agreed to count before the results came in.
Key takeaways
- An attribution window decides which conversions Meta counts, so changing it rewrites reports and leaves sales alone.
- In Gong's cold-call data, about half of all objections were brush-offs like "send me some information."
- Write the kill rule before launch, with a max CPA, a minimum spend, and the ad set out of learning.
- Across 578,750 Meta creatives, Motion ranks text-only and product-image-with-text assets first for hit rate.
This week
A prospect who says "send me some information" sounds interested. Gong files that line under dismissive objections, which made up 49.5 percent of the cold-call objections it sorted. The three ad pieces this week ran into the same problem inside the ad account. Motion calls a creative a winner when Meta spends at least 10 times the account's median on it, so its 5 percent hit rate tracks where the auction put money, which may not be where the revenue came from. Jetfuel Agency warns that moving an account from 7-day click plus 1-day view to 1-day click can make ROAS look 30 to 50 percent lower while the same ads keep running. Our testing guide has the kill rule written down before launch, while no ad has pulled ahead yet to argue for itself.
Does video outperform static images in Meta ads?
Motion's data on 578,750 Meta creatives ranks text-only ads first for hit rate. When video earns its cost, and what Facebook's full-screen test changes.
Read more →
How many ad variations do you need to find a winner?
How many ad variations to test at once, how much each one needs to spend, how long to run it, and the kill and scale rules that decide when a test is done.
Read more →
How do you find recurring objections in sales calls?
How to find the objections that keep coming up on your sales calls, how many calls you need, how to tell a stall from a real no, and who keeps the list.
Read more →
What attribution window should you use for Meta ads?
Meta's default attribution window since March 2026, when a 1-day click window fits better, and why changing the setting moves your reports but not your results.
Read more →About Corvan
Corvan makes Corvan AI, AI agents that run your marketing: they plan your campaigns, write every post in your voice, and show you which posts booked meetings. The team also runs go-to-market services: consultation, ad operations, and AI search ranking. Every piece under Resources is written by the team that runs the work, with sources. Meet the team on the team page, or read what it returned for Drive Me Barcelona.
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