A big Meta Ads mistake I saw

People turn on Audience Expansion and still think they are running remarketing.

Those are two completely different strategies.

Remarketing refers to users who have already shown intent.

Audience Expansion = users who have never heard of you.

When you mix them without realizing it, performance instantly becomes confusing.

• Cost per result goes up
• Conversion rate drops
• You start blaming Meta

The problem isn’t Meta.

The problem is thinking a cold audience should behave like a warm audience.