Marketero · Entrevistas
Meta Performance Summit: MASSIVELEAK
26 ideas de marketing sacadas de «Meta Performance Summit: MASSIVELEAK», de Professor Charley T. Sobre todo de canales de adquisición, medición y…
- 26 ideas despiezadas
- Fuente Professor Charley T
- Dura 53 min
- Publicada en 2025
Ver la entrevista entera en YouTube
De qué habla
Las 26 ideas de esta entrevista se reparten así entre las etapas del marketing. El reparto es lo que distingue una entrevista de otra: dice en qué se detuvo de verdad quien hablaba.
Las 26 ideas, con su cita y su minuto
Cada una está sacada de un punto concreto de la entrevista. El enlace del titular lleva a
la página de esa idea, donde se ve quién más la dice por separado; el del pie salta al
segundo exacto del vídeo para que la compruebes tú.
Dividir el presupuesto publicitario 50/50 entre microcreadores y gasto en pauta
Canales de adquisiciónCon un presupuesto ajustado (por ejemplo, $1,000 USD), es más rentable destinar la mitad a contratar múltiples microcreadores ($50 cada uno) para obtener diversos activos creativos reutilizables y la otra mitad a amplificar esos contenidos mediante pauta publicitaria pagada, en lugar de adivinar y producir creatividades internas a ciegas.
you were going to spend $1,000, I would rather if you were to spend $1,000 to try to promote your business, I would love for you to find 10 creators for 50 bucks that give you three different they give you an asset that you can use three different ways and light that up with $500 of ad spend. that's going to be exponentially better than you just
Escúchalo en el minuto 20:57
Medición y experimentosPara maximizar el rendimiento algorítmico y la atribución, es imprescindible utilizar conjuntamente el Pixel y la API de Conversiones (CAPI), enviando parámetros prioritarios en tiempo real para mantener la tasa de coincidencia (match rate) por encima de 6.
really really important. So you need to be using Cappy and pixels. You want to be setting high priority parameters to improve your match rates. If your match rates are below a six, you definitely and send high priority parameters as well on a fresh update. basis. Send it quickly. Now, if you're not using Cappy and Pixel, um, do it right now. Like, like that is a tragically misguided approach if you're not using both of these things right now to make sure you It's not about sending more data. It's about sending the right data to the machine. Right? So, you got to prioritize sharing events in…
Escúchalo en el minuto 38:20
Canales de adquisiciónPara obtener alcance incremental y reducir el costo de adquisición, contrata creadores cuyas audiencias no sean el núcleo directo de tu categoría de producto (por ejemplo, vender comida a través de cuentas de maternidad, fitness o manualidades en lugar de bloggers gastronómicos).
the biggest hacks that I saw this was if you're selling a food product, don't don't go to a food blogger. Go to like a mommy page or like a fitness person or somebody that does DIY crafting. Going to people whose audience is outside of your core target market is the easiest way of reaching new people who are interested in buying from your product and the easiest way to get incremental lift in your marketing efforts.
Escúchalo en el minuto 23:09
Asignar valor monetario y márgenes a eventos del embudo en Meta Ads
Medición y experimentosPara que los algoritmos de Meta optimicen hacia clientes realmente rentables, se deben enviar datos enriquecidos desde el CRM calificando leads y asignando importes monetarios o volumen de margen a eventos intermedios (como visitas a productos, añadidos al carrito o registros).
sales in stores. Also lead ads with CRM integrations. Being able to not just say, "Oh, we got a lead and it's going to go to our CRM." But actually be able to say, "What is the value of the lead? What let's maximize the number of conversion leads. It's not just a phone number. It's not just an email. It's somebody who we think is actually going to be very valuable. You can even attach dollar amounts and margin volumes to view contents, add to cart, subscribe events, initiate checkouts, and custom
Escúchalo en el minuto 5:28
Canales de adquisiciónEn las plataformas publicitarias impulsadas por IA como Meta, el algoritmo define a la audiencia óptima a partir de las variaciones creativas y optimiza las pujas automáticamente. Forzar controles manuales de costos, audiencias similares o grupos de intereses es contraproducente cuando se alimentan datos de alta calidad al sistema.
text. It AI is around the machine understanding who to show content to. It is trying if you have high quality data against creative variations, your 322 ads, and bid optimization, like letting the machine make the optimization choice instead of you telling it what to do. If you're using cost controls, you can't do bid optimization. Those are two diametrically opposed ideals. And audience targeting, again, that doesn't mean you putting in custom audiences. That means letting the machine define an audience for your creative. It is saying, "These are the options you've given us with your…
Escúchalo en el minuto 37:02
Priorizar la incrementalidad sobre los controles de costo (cost caps)
Medición y experimentosOptimizar anuncios enfocándose en controles de costo reduce por definición la incrementalidad del marketing, ya que el algoritmo se limita a captar conversión fácil ('low-hanging fruit') en vez de generar clientes netos nuevos para el negocio.
Measure what matters. Incrementality is the north star. Very clearly, if you are measuring for cost controls, you are by definition being less incremental in your marketing effort. You're going after lowhanging fruit. That is not net new people. You cannot do both. in the
Escúchalo en el minuto 26:13
Canales de adquisiciónLos anuncios en Instagram Reels deben respetar las zonas seguras de la interfaz y ser visualmente nativos. Colocar texto o elementos gráficos tapados por la UI o usar formatos desalineados (como vídeos cuadrados sin adaptar a vertical) provoca que el algoritmo penalice la entrega con CPMs más altos y audiencias de menor calidad, mientras que un diseño nativo mejora el CPA en torno a un 16%.
the right. Why? This is native to else. This is native to Instagram. It's going to perform better because the machine is not going to penalize you for having these overlaps. Basically, put it this way. If you have text on the overlap like we saw here where this is over the lap on the overlap or here where there's square against the the full size. If that is what you are putting out, that ad will see a higher CPM and see lower quality individuals. Now, that for reals, make it native there and it'll do so much better. They're saying 16% higher uh improvements in CPAs, 13%
Escúchalo en el minuto 15:55
Diferencia estratégica entre atribución estándar y atribución incremental
Medición y experimentosLa atribución estándar optimiza para maximizar el volumen total de transacciones, mientras que la atribución incremental optimiza para captar clientes nuevos que no habrían comprado de otra manera (CAC frente a CPA).
like this. Standard attribution is going to get you as many sales as possible. Incremental attribution is going to get you as many new customers as possible. It is volume of transactions versus customer acquisition. That's the way attribution, which is basically CAC versus CPA, it's a different goal. It's going to
Escúchalo en el minuto 33:13
Medición y experimentosLa atribución incremental busca impactar a personas que no habrían comprado sin la publicidad, lo que maximiza el crecimiento real del negocio pero exige desacoplarse de las métricas directas de conversión reportadas dentro de la plataforma publicitaria.
remember the incremental attribution option is showing ads to people who would not have otherwise made a purchase. It is new customer incrementality is growing the business and that sale might not happen on If you're going to adopt incremental attribution, you also have to accept that looking at the results on the platform has never been accurate. It has always been a liability and the path for you to stay relevant is to accept that So if you begin to optimize for incremental results, you're going to get more net new customers in your business.
Escúchalo en el minuto 47:00
Estrategia de contenidosA diferencia de las recomendaciones pasadas de optimizar para reproducción silenciosa, el consumo actual en Reels y videos verticales se realiza mayoritariamente con sonido (por uso extendido de auriculares), por lo que el contenido debe diseñarse prioritariamente con audio.
language. This is the first time I've seen them say design for sound on. Now killing me. Um my assumption is that they know more people are using are viewing with real with sound on. My the reason I think that happened is twofold. One, I think people are just normalized just having sound on in public anyway or just so many more people have the AirPods. Like sound off is just not the default experience anymore. So design with sound on for all of your stuff.
Escúchalo en el minuto 13:02
Estrategia de contenidosColocar elementos clave como textos fuera de la zona segura en un Reel (por ejemplo, debajo del área visible donde se solapan con la interfaz o el nombre de marca) reduce la conversión entre un 10% y un 30% en comparación con un anuncio correctamente encuadrado.
Keep things in the safe zone. When you comply with these guidelines, the results that you're getting are so much while it's gorgeous and the video was fantastic, this text is below the safe zone. It is below the fold. This is obfuscated by the brand name, especially if there's more stuff here. You, this will convert 10 to 30% worse than that one will. All other things being equal.
Escúchalo en el minuto 13:40
Canales de adquisiciónEl uso de Partnership Ads (anuncios en colaboración directa con creadores) genera un 53% más de tasa de clics (CTR) y una reducción del 19% en el coste por adquisición (CPA) al aprovechar audiencias predispuestas y formatos nativos de recomendación.
saying how partnership ads are really transforming what they're doing. They're getting it to people who are ready to click. They're showing it to people who are ready to buy. The reason these numbers 53% higher click-through rate, 19% reduction in CPAs. The reason this They're showing it to people who want to see this stuff. If you're not using creator ads, you are paying too much to reach worse people.
Escúchalo en el minuto 17:34
Condiciones y requisitos para optimizar anuncios por valor y margen de beneficio
Canales de adquisiciónLa optimización de anuncios orientada al beneficio bruto por transacción exige contar con datos de margen a nivel de pedido y un catálogo con variación de márgenes; no resulta adecuada para negocios con márgenes planos, catálogos reducidos, modelos de suscripción ni para anunciantes que priorizan el CPA más bajo o el LTV a largo plazo.
value optimization for purchase. If you are trying to maximize the return on your ad spend, it is not for people who optimize for cost per purchase. It is get the lowest CPA. It is not for people not for people who have a limited product catalog. It is also not for people that are trying to optimize for LTV. It this is for people who are trying to optimize GPT, people who want this take everything else you just said and then also say if you do not have order level profit margin data, this won't work. It's also not great for people that are optimizing for subscriptions and it's makes no sense…
Escúchalo en el minuto 45:35
Estrategia de contenidosLa verdadera diversificación creativa no se logra produciendo decenas de variaciones menores del mismo anuncio, sino testeando pocas creatividades (por ejemplo tres) que tengan estilos visuales, narrativos y enfoques conceptuales totalmente diferentes para conectar con distintos segmentos de la audiencia.
way it is. And if you diversify your creative concepts, you'll speak to multiple people. This is what I'm talking about with creative diversity. It's not get 30 ads. It's a three different ads that look and feel different.
Escúchalo en el minuto 18:52
Estrategia de contenidosEscalar y capturar demanda incremental en Meta Ads no depende de generar miles de anuncios similares, sino de aportar diversidad en el estilo, mensaje y tono creativo para apelar a distintos perfiles de comprador dentro del mercado.
of that here in a bit. Also, creative volume and diversity. What I really want to drive home here is it's not just make a thousand ads. It's that your ad should feel different. and that the the diversity of the way that your ads feel and who they talk to will bring you in different individuals. This is how you drive incrementality in your business.
Escúchalo en el minuto 6:54
Estrategia de contenidosEscalar y capturar demanda incremental en Meta Ads no depende de generar miles de anuncios similares, sino de aportar diversidad en el estilo, mensaje y tono creativo para apelar a distintos perfiles de comprador dentro del mercado.
of that here in a bit. Also, creative volume and diversity. What I really want to drive home here is it's not just make a thousand ads. It's that your ad should feel different. and that the the diversity of the way that your ads feel and who they talk to will bring you in different individuals. This is how you drive incrementality in your business.
Escúchalo en el minuto 6:54
Desperdicio publicitario por atribución de último clic
Medición y experimentosEl 35% del gasto publicitario se desperdicia en resultados no incrementales debido a que el 78% de los anunciantes todavía basa sus decisiones de inversión en modelos de atribución de último clic.
are are difficult. Now this 35% of spend is wasted and uninccremental because 78% of advertisers are still using last click for investment decisions. Look, still using last click. you to know this too. 35% of spend being wasted on non-incremental sales doesn't advertisers are think 78% of advertisers are thinking about performance in the
Escúchalo en el minuto 42:27
Medición y experimentosPara maximizar la efectividad del aprendizaje automático en plataformas publicitarias como Meta, se debe entrenar al sistema enviando directamente datos de alta calidad alineados con la rentabilidad real del negocio, evitando depender ciegamente de herramientas externas de atribución que extrapolan el valor.
takeaway. First thing, high quality First thing is the high quality data and aligned measurement and creative volume and diversity. Giving them really good quality information and this does this means stop relying on things like northbeam and highros to extrapolate information that's value but actually tell the machine what is valuable to you. That aligned measurement. They got really into understanding the profitability of an offer. And you will
Escúchalo en el minuto 4:28
Riesgo de aplicar límites de costo en atribución incremental
Canales de adquisiciónEstablecer controles o topes de costo (cost controls) en campañas configuradas con atribución incremental reduce el gasto publicitario casi a cero por la falta de densidad de datos suficientes para el algoritmo.
fun fact, if you throw cross controls against incremental attribution, your spend is basically going to go to zero because you don't have data on that stuff. It's just not the way things work. It's not an incremental tool. So,
Escúchalo en el minuto 33:32
Asignación gradual de presupuesto a la optimización por atribución incremental
Canales de adquisiciónNo se debe destinar la mayoría del presupuesto publicitario a la optimización por atribución incremental en etapas tempranas; conviene testearla progresivamente mientras los modelos de aprendizaje automático acumulan datos y maduran.
business. It probably shouldn't be the majority of your ad spend yet. And I'm option. I think the incremental attribution option is going to lose today and it'll crush this time next year. The machine is just getting person to get them to buy. This tool only gets smarter. So, if it doesn't work for you today, keep trying it.
Escúchalo en el minuto 33:59
El algoritmo de Meta favorece y abarata los formatos nativos nuevos
Canales de adquisiciónCuando Meta introduce herramientas y formatos nuevos (como Partnership Ads, Advantage Shopping o anuncios de catálogo), el algoritmo suele otorgar trato preferencial, entregando CPMs más bajos e inventario de mayor calidad para incentivar su adopción.
here, what was not said is that Facebook is giving preferential treatment to ads that come with creators. Um I will stand by that. I saw the same thing happen when they did advantage shopping. I saw the same thing happen when they did catalog ads. When there is something that is native and new and disruptive to the best practice, the machine will give you preferential treatment. Lower CPMs, higher quality inventory. You're buying better people for a lower price by leaning into the new tools. This is what they're really leaning into with the new creator ads. It partnership ads. It
Escúchalo en el minuto 11:44
Meta como generador de demanda holística para canales de conversión
Canales de adquisiciónLa inversión publicitaria en Meta actúa como un generador global de demanda que eleva el rendimiento de canales de captura como Google Search, AppLovin y email; medir cada canal de forma aislada por último clic subestima el valor multiplicador de los anuncios en redes sociales.
actually grow your business. But it doesn't mean that Meta is bad. It just means you have to start seeing these other more effective marketing channels are only effective because of your Facebook ad spend. Your apploving money, your Google search money is a fraction of what it could be if you are running Facebook. And if you understand running Facebook ads and how it leads to those other channels, you're going to get a much better result. And that's how you need to be measuring things. It's a holistic environment. And again, the business value. Basically, Facebook is saying, "We know we're…
Escúchalo en el minuto 28:37
Medición y experimentosEn ciertos grupos demográficos, más del 50% de las personas compran productos tras ser impactadas por anuncios sin llegar a hacer clic directo en la publicidad, lo que invalida el modelo de atribución de último clic (last click) como fuente de verdad.
are not relying on clicking on an ad to make a purchase. Like when they were getting down to it, it's over 50% of people of a certain age group are buying products without clicking on the ad. The last click attribution model is dead. It was obsolete 10 years ago and it is completely dead now. And so we have to
Escúchalo en el minuto 26:52
Medición y experimentosLos datos generados por herramientas de atribución multitáctil (MTA) no reflejan la realidad de forma exacta y requieren la aplicación periódica de multiplicadores de calibración basados en pruebas de incrementalidad; de lo contrario, inducen a decisiones erróneas de inversión.
calibrate your MTA. Now, this is you're going to go with this calibration of a multi-touch attribution tool, you have to know that the answer like Northbeam, what they're giving you is objectively wrong and you're going to have to always put a multiplier on it. And that multiplier is going to have to be updated on a weekly or monthly basis. Otherwise, it's completely useless. And my impression is if you know it's wrong and when you get the data, you then have to do more math to try to put it into context, you probably just shouldn't be using the bad data to begin with. That's
Escúchalo en el minuto 44:03
Evolución de Meta Ads hacia la automatización total con IA y mayor exigencia de calidad
Canales de adquisiciónEl ecosistema publicitario de Meta avanza hacia la automatización completa tanto en la distribución como en la generación de anuncios con IA, reduciendo la carga operativa manual para generar resultados y penalizando a los anunciantes con prácticas de baja integridad.
I think currently today we're sitting in a place where it requires less and less work to make more and more money on the And the fact that they are making low integrity operators, the fact that they are making their business efforts more and more difficult is great. As far where Zuck is like in the future all ads are going to be AI. Some of that is about the delivery of ads. Some is that about some of that is about the build of to see what the AI ads look like and they're pretty good. I they're really good. So I'm very excited
Escúchalo en el minuto 51:00
Canales de adquisiciónCuatro millones de anunciantes están utilizando activamente herramientas nativas de inteligencia artificial generativa creativa dentro de la plataforma de Meta.
they've also called out this thing where 4 million advertisers are already using generative AI creative tools. And I I'm
Escúchalo en el minuto 7:35
Seguir leyendo
Esta es una de las 1872 entrevistas despiezadas. Puedes
ver todas, leer las ideas por tema o
empezar por la ruta guiada si no sabes por dónde.