Capii · Guides
The machinery, explained straight.
Short reads on what's actually happening under your ad account...
no jargon walls, no gated PDFs, no email required.
The gap · 4 min
The day-7 problem.
Meta's ad sets optimize on conversions inside seven days of the click. Your deals close on day 23. Every buyer past the window is invisible to the machine buying your traffic... here's how to close the gap without moving it.
Read the guide →The gap · 5 min
False winners: how Ads Manager crowns the wrong ad.
The ad with the cheapest calls is often the ad with the fewest buyers. The mechanism behind the pattern, why blended averages hide it, and the 90-day exercise that catches yours.
Read the guide →Plumbing · 4 min
Server-side tracking, in plain terms.
The pixel asks the browser's permission to tell the truth. A server event just tells it. What the Conversions API actually is, why nothing double-counts, and what changes in your account when it goes live.
Read the guide →Plumbing · 4 min
Event match quality: the score nobody looks at.
Every event you send Meta gets scored 0–10 on whether it matches a real person. Most accounts sit at 5 or 6 and pay for it in modeled guesses. What a 9 is made of.
Read the guide →New guides ship as we find new leaks. The fastest read is still the CAC calculator... your numbers, thirty seconds.