46 META STUDIES, 225 CAMPAIGNS: WHICH OBJECTIVES AND CREATIVES DRIVE RESULTS?

Summary from the TLDR Marketing newsletter

Demand generation on Meta works best when campaign objectives, creative types, and frequency are chosen to match brand goals and audience awareness. Reach objectives hit lower awareness audiences, while Ad Recall and Thruplay reach users who already know the brand, and Traffic goals can lift purchase intent to 8% compared to a 4.2% average. High-fidelity brand and product creatives drive the biggest awareness lifts at about 8% and 7.5%, while low-fidelity native content is strongest for intent at about 6%. Memory improves most when people see about two ads every seven days, which helps recall and supports long-term brand growth.