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.
