What are the biggest marketing trends for 2026?

AI agents, retail and commerce media, shoppable and immersive content, voice/AI-assistant search optimisation, stronger first-party data strategies, and modern measurement (MMM + incrementality) are the key trends shaping digital and performance marketing in 2026.

How should SEO change for AI assistants in 2026?

Prioritise helpful, natural-language content structured as questions and answers, add FAQ and HowTo schema where appropriate, use concise definitions and summaries, and ensure authoritative sourcing so your answers are eligible for AI-generated results and featured snippets.

Is influencer marketing still effective in 2026?

Yes. A hybrid approach works best: long-term partnerships with micro/nano creators for trust and niche relevance, complemented by larger creators for efficient reach. Tie creator activity to concrete KPIs like repeat purchase, ROAS, and LTV.

What are the most effective digital marketing strategies for 2026?

Own first-party data, activate retail/commerce media, deploy AI for creative testing and predictive optimisation with human oversight, use shoppable video and live commerce, and measure impact with incrementality tests and media mix modelling rather than last-click attribution.

How important is community and sustainability in 2026 marketing?

Very. Owned communities (e.g., Discord, apps) provide durable engagement and first-party insights, while clear sustainability reporting and purpose-led messaging help build trust and drive retention.

What budget shifts should brands expect in 2026?

Expect continued reallocation towards retail media, search within retailer ecosystems, CTV/video, and high-performing paid social. Plan for longer learning phases and higher CPMs, and reserve budget for creative refreshes and testing.

Q3 Meta Ad Trends: What Marketers Need to Know About Performance This Season

Written by nitantialur

Oct 8, 2025Oct 21, 2025

A significant seasonal shift occurs in Q3, affecting not just the seasons but also consumers. As vacations wind down and consumers re-engage with planning, shopping, and scheduling, we see momentum pick back up across digital channels. Brands that took a breather in Q2 are now sharpening their strategies to align with shifting intent and fresh demand.

At GeistM, we’re closely tracking these seasonal shifts across key metrics like CPM, CPC, and CTR. The trends we’re seeing aren’t just noise — they’re signals that can inform smarter strategy as we head into the final stretch of the year. Q3 isn’t just a bridge to Q4; it’s a high-impact window to reset, re-engage, and maximize performance.

So let’s break them down period-over-period (PoP) and what these can mean for your campaigns.

Mid-July 2025
End-July 2025
Mid-August 2025
End-August 2025
Mid-September 2025
End- September 2025

Mid-July 2025 (1st-15th)

Meta CPMs

Key Takeways:

Our analysts noticed a 5% increase in CPMs during this period.
The Fashion & Beauty vertical saw the largest decrease in CPMs of 5%.
An 18% rise was seen by the International Vertical (clients outside the US).

Meta CPCs

Key Takeaways:

Our CPCs decreased by 6% during the first half of July.
The most significant drop of 20% in CPCs came from the Fashion & Beauty vertical.
The International vertical noticed the highest increase of 16%.

Meta CTRs

Key Takeaways:

During the first half of July, we noticed an 11% increase in CTRs.
An 18% jump was seen by the Fashion & Beauty vertical.
The Home & Family vertical saw a slight decrease of 1%.

End July 2025 (16th – 31st)

Meta CPMs

Key Takeaways:

We noticed stable CPMs during this period.
A significant decrease of 11% came from the Fashion & Beauty vertical.
The Food & Beverage vertical noticed a 10% increase in CPMs.

Meta CPCs

Key Takeaways:

There was an 8% drop in CPCs during the second half of July.
The Health & Wellness vertical noticed a decrease of 24%.
None of the verticals saw an increase.

Meta CTRs

Key Takeaways:

Our analysts noted a 6% increase in CTRs during this period.
A significant increase of 22% was seen by the Health & Wellness vertical.
Again, none of the verticals saw a drop in CTRs.

Here’s what Senior Analyst, Matthew Whitaker, had to say about these shifts — and what to watch for moving forward.

“There are several key moments to watch for in Q3, starting with the Back-to-School season, which is already underway — so be sure your BTS campaigns are ready to launch. Additionally, Labor Day is approaching, and since it’s a long weekend, it’s important to plan your budget accordingly to make the most of the opportunity.”

Mid August 2025 (1st-15th)

Meta CPMs

Key Takeaways:

CPMs decreased by 6% during this period
The Home & Family vertical saw the largest decrease of 17%
The Food & Beverage vertical saw the biggest increase of 15% in CPMs.

Meta CPCs

Key Takeaways:

Our analysts noticed a 5% decrease in CPCs
A significant drop of 14% came from the Home & Family Vertical
The fashion & Beauty vertical saw the most significant jump of 19%.

Meta CTRs

Key Takeaways:

Our observations revealed a 1% decrease in CTRs during this time
A 20% increase in CTRs came from the Food & Beverage vertical
The largest drop in CTRs of 15% came from the Fashion & Beauty vertical.

End August 2025 (16th -30th)

Meta CPMs

Key Takeaways:

At the close of August, we observed a 7% reduction in CPMs
The Sports & Supplements vertical saw the largest decrease of 12%
A big jump of 49% came from the Health & Wellness vertical.

Meta CPCs

Key Takeaways:

Our analysts observed a 12% drop in CPCs.
The biggest drop of 45% came from the International vertical
An increase of 33% was seen in the Sports & Supplements vertical.

Meta CTRs

Key Takeaways:

During this time period, there was a 5% increase in CTRs
The Health & Wellness vertical experienced the most significant growth, with a 73% increase
The Sports & Supplements vertical experienced the largest drop in CTRs, at 34%.

Mid September 2025 (1st -15th)

Meta CPMs

Key Takeaways:

CPMs saw a 5% increase in early September
A large decrease of 23% came from the Food & Beverage vertical
The only increase of 13% was observed in the International vertical.

Meta CPCs

Key Takeaways:

CPCs increased by 4% during this time period
Health & Wellness saw the largest drop in CPCs, at -13%
While the Home & Family vertical saw a 6% increase during this time.

Meta CTRs

Key Takeaways:

CTRs remained stable during the first half of September
The biggest increase of 14% came from the International vertical
The Food & Beverage sector experienced the most significant decline, with a 22% drop.

Here’s what Senior Analyst, Matthew Whitaker, had to say about these changes and what to watch for moving forward.

“With Black Friday, Cyber Monday, and the holiday shopping season approaching rapidly, the pre-holiday period in October is the perfect time to check in with clients about their Q4 plans and start planning your content and creative accordingly.”

End-September 2025 (16th-30th)

Meta CPMs

Key Takeaways:

We noticed a 3% increase in CPMs during the second half of September.
The Sports & Supplements sector experienced the most substantial decline, with a 15% decrease.
The Health & Wellness vertical experienced the largest increase, at 21%.

Mets CPCs

Key Takeaways:

CPCs held steady throughout this period.
The Health & Wellness sector experienced a significant decline of 17%.
Whereas the Sports & Supplements vertical saw the highest jump, with an increase of 42%.

Meta CTRs

Key Takeaways:

GeistM growth analysts observed a 4% increase in CTRs by the end of September.
The Health & Wellness sector saw the most substantial growth, with an increase of 46%.
The Sports & Supplements category experienced the most significant decline, with a 39% drop.

Here’s what Senior Analyst, Matthew Whitaker, had to say about these changes and what to watch for moving forward.

“With Black Friday and Cyber Monday just around the corner, the holiday shopping season is officially underway. Now is the time to start planning content and creative strategies. When engaging with clients, make sure to clarify timelines and budgets, provide a clear campaign layout, and establish a shared understanding of responsibilities to ensure campaigns run smoothly.”

How GeistM can help

As the digital landscape continues to shift heading into the final months of the year, there’s no better time to partner with a team that truly understands the nuances of platforms like Meta and beyond. At GeistM, we don’t just monitor industry trends; we turn them into actionable strategies that fuel real results. With real-time insights and data-driven execution, we ensure your campaigns stay agile, effective, and a step ahead of the curve.

Ready to turn shifting trends into strategic wins? Contact GeistM today and let’s build what’s next, together.

Written by: Nitanti Alur with insights from Matthew Whitaker

How to Avoid Common Black Friday Marketing Pitfalls

Written by Matthew Whitaker

Oct 8, 2025Oct 21, 2025

Black Friday is a massive opportunity for brands, allowing them to drive sales volume unseen at any other time of year. The shopping holiday can also be a minefield of common marketing mistakes that can result in huge losses in potential profit. Whether brands wait until it’s too late to start their Black Friday campaigns, use ineffective creatives, or make many other potential mistakes, brands’ best bet is to know and plan for these pitfalls ahead of Q4.

That’s where GeistM comes in, using a data-first approach to help brands avoid costly errors during the Black Friday frenzy while making smarter, more profitable decisions.

Here are the most common pitfalls that companies run across and how you can solve them

Pitfall 1: Waiting Too Late to Start Your Black Friday Campaigns

What goes wrong: Many brands start their Black Friday campaigns as late as November, forgoing the chance to warm up audiences and prime them for conversion. Starting late can often result in overspending on last-minute purchases as well as poor funnel performance.

GeistM’s fix: Begin campaigns as early as September and, at a minimum, by October. This pre-Black Friday period is a great opportunity to use content-driven strategies that can educate, engage, and energize audiences before the peak season. Starting early also gives brands time to build awareness, test creatives, and nurture potential customers, setting themselves up for stronger conversions when peak shopping season arrives.

Pitfall 2: Targeting Too Broadly and Ignoring Audience Segmentation

What goes wrong: Targeting is key during Q4, as brands want to ensure their ad spend isn’t wasted on low-intent or irrelevant audiences. Unfortunately, many brands overlook this pitfall and allocate significant amounts of spend to unqualified users. Poor targeting not only drains budgets but also leads to missed opportunities with high-value customers who are ready to convert.

GeistM’s fix: Our team builds detailed, data-backed personas and continuously refines targeting for precision. This ensures that ad spend is directed towards the highest-intent audiences, maximizing ROI and minimizing wasted budget.

Pitfall 3: Using Generic, Discount-Heavy Creative That Fails to Engage

What goes wrong: There are plenty of brands that consider a generic creative with “50% off” messaging to be sufficient for their Black Friday campaigns. A creative of this quality will not be effective in the long run, as it will likely face creative fatigue in a short time, as well as overall low engagement.

GeistM’s fix: We develop person-driven, emotionally resonant creatives focused on value and urgency. By tailoring messaging to specific audiences and refreshing creatives regularly, we keep engagement high and prevent fatigue throughout the season.

Pitfall 4: Skipping Content Marketing to Warm Up Audiences

What goes wrong: Another common mistake brands make is missing the chance to build trust and nurture prospects before hitting them with an offer during November. Without pre-Black Friday content, brands risk appearing pushy or purely sales-focused, failing to engage potential customers and missing the opportunity for prime audiences for conversion.

GeistM’s fix: We leverage editorial content, such as gift guides and product reviews, in mid-funnel campaigns. A benefit GeistM possesses is that its owned-and-operated publishers offer a third-party perspective, helping build trust and authenticity for consumers.

Pitfall 5: Network diversification

What goes wrong: There are brands that exclusively run Black Friday campaigns on Meta, relying solely on one platform to reach their audience. This narrow approach causes them to miss out on a multitude of users active on other networks, such as Taboola, Google, or TikTok, limiting their reach and potentially leaving significant revenue on the table. Diversifying ad channels not only expands audience exposure but also provides more opportunities to test messaging, optimize performance, and maximize ROI during the high-stakes holiday season.

GeistM’s fix: We are experts in several networks, ensuring brands can access users across a far broader part of the Internet than just Meta’s limited scope. Our multi-network approach helps brands optimize performance, reduce their reliance on a single channel, and capture more revenue during critical campaigns, such as Black Friday.

Pitfall 6: Optimizations

What goes wrong: A surprise to many marketers is that some brands launch their Black Friday campaigns and make no edits throughout the holiday shopping season. Without ongoing optimizations, campaigns can underperform due to shifting audience behavior, fluctuating competition, or creative fatigue.

GeistM’s fix: We understand that making optimizations and testing different ideas at every level of a campaign is pivotal to ensuring maximum efficiency during Q4. In fact, we do not stop testing; instead, we continue to find new opportunities for efficiency and scale.

Pitfall 7: Neglecting Deep Post-Campaign Analysis to Inform Future Strategies

What goes wrong: A major mistake that can be made is neglecting to perform deep post-campaign analysis to inform future Q4 strategies. Without reviewing key data, brands miss critical insights that could improve targeting, messaging, and overall campaign ROI in subsequent years.

GeistM fix: Fortunately, we always perform comprehensive post-mortem analyses to drive more efficient and profitable campaigns in future Q4 periods and ensure we apply the learnings to the next year.

Conclusion

Success during the Black Friday period requires data-driven budget management, audience focus, creative relevance, content marketing, real-time optimizations, segmentation, and post-campaign insights.

GeistM does not miss any of these pivotal aspects and focuses on opportunities for sustained growth. Considering the importance of the Black Friday period for a major portion of brands’ yearly sales, working with a partner who understands the intricacies of digital marketing is of paramount importance.

Contact GeistM to prepare your next Black Friday campaign with precision and confidence.

Meta 101: Analysing and Interpreting Ad Performance Metrics

Written by nitantialur

Oct 1, 2025Oct 8, 2025

Ever feel like you’ve just been handed he keys to a spaceship, but the dashboard has a thousand blinking lights you don’t understand? That’s what looking at your Meta Ads data can feel like. It’s enough to make you want to throw your laptop out the window. (Don’t do that.)

You’ve launched your campaign, but now you’re faced with a sea of numbers. CTR, CPC, ROAS… and you’ve no idea if you’re flying to the moon, or crashing back to Earth.

In our Meta 101 series, we’ve already discussed the foundational pillars of a successful campaign:

Setting your Objectives (your destination).
Finding the right Audience (your crew)
Planning your Budget (your fuel)/li>

Now that your foundation is set, it’s time to learn how to read the most important map of all: your ad performance metrics.

Your Ad Performance Metrics Cheat Sheet

Trying to analyze every single metric is a surefire way to get overwhelmed. The key is to focus on a few core numbers that directly tie back to your campaign objective. We’ll break these down by their place in the marketing funnel, providing you with a clear guide on what to look for and what it all means.

The Awareness Funnel (Visibility & Reach)

These metrics tell you how well your ad is performing at the very top of the funnel. Are they effective at getting your brand in front of the right audience?

Reach vs Impressions: This is a foundational concept. Impressions are the number of times your ad was displayed. Reach refers to the number of unique individuals who saw your ad. If your ad has 1,000 impressions and a reach of 500, it means the average person saw your ad twice.
Frequency: This metric tells you the average number of times a single person views your ad. A high frequency can be a telltale sign of ad fatigue, indicating that your audience is growing tired of seeing the same ad repeatedly.

Pro Tip: Your audience will get bored. As your frequency rises (typically around 2-3), your ad performance often starts to decline. When you see this happening, it’s a sign that you need to refresh your ad creative to keep your audience engaged.

The Consideration Funnel (Engagement & Interest)

Once people see your ad, are they interested enough to take action? These metrics answer that question.

Click-Through Rate (CTR): This is the percentage of people who clicked your ad after seeing it. A high CTR means your ad creative and copy are relevant to your target audience. A low CTR could mean you’re targeting the wrong people, or your ad just isn’t hitting the right notes.
Cost Per Click (CPC): This is how much you’re paying, on average, for a click on your ad. A low CPC indicates that Meta’s algorithm is targeting a large number of people who are interested in your ad, making it an efficient way to drive traffic.
Cost Per Result (CPR): This is a key metric for many stages of the funnel. For the consideration phase, it tells you the average cost for a person to take a specific action, such as viewing a video, subscribing, or clicking a button.

The Conversion Funnel: The Metrics That Fuel Profit

This is the ultimate test of your campaign’s success. These metrics tell you if your ads are not just getting eyeballs and clicks, but if they’re actually making money for your business.

Return on Ad Spend (ROAS): The king of all metrics. It tells you how much revenue you’re generating for every euro you spend. A 4x ROAS means you’re getting $4 back for every $1 you put in. For most businesses, this is the most important number in the entire dashboard.
Cost Per Acquisition (CPA): This refers to the total cost of acquiring a new customer. You can use this to understand if your cost to acquire a customer is sustainable and profitable.
Conversion Rate (CVR): This metric indicates the percentage of people who click your ad and actually complete the desired action (e.g., purchase, sign up). A high conversion rate means your offer and landing page are working well!

Pro Tip: Don’t chase a high ROAS in isolation. A high ROAS might come from a small, high-value audience. By monitoring your CPA as you scale, you can ensure that your growth remains profitable. The goal is to maximise profits, not just your ROAS.

Understanding the Metrics Hierarchy

Not all metrics are created equal. Think of them in two tiers:

Primary Metrics: These are your ultimate scoreboard. For conversion campaigns, this is ROAS and CPA. For traffic campaigns, it’s CPR, CPC. These indicate whether your campaign is successful.
Secondary Metrics: These are your diagnostic tools. CTR, CPC, Frequency, and CPM help you understand why your primary metrics are performing as they are. If your CPA is high, a low CTR clearly signals that your ad creative needs a tune-up.

The Troubleshooting Playbook

Metrics are just numbers until you put them into context. Let’s run a quick diagnostic to put these concepts into practice.

Imagine you’re running a campaign for a new line of children’s toys and are struggling to generate sales. Here’s how you’d use your metrics to diagnose the problem:

Low CTR + High CPCs:

You’re spending a lot to get clicks, but few people are clicking. This suggests that your ad creative or target audience is likely the issue. Your ad isn’t compelling enough, or you’re showing it to the wrong people.

How to Fix: Test new creative assets, or refine your audience targeting.

High CTR + Low CPC, but no conversions:

People are clicking on your ad, but they’re not buying. This indicates that your ad is effective, but your offer or landing page has an issue.

How to Fix: Re-evaluate your LP. Is the checkout process clunky? Is there something stopping people from continuing through?

High Frequency + Low ROAS:

People are seeing your ad, and your conversion rates are dropping. Your audience is exhausted.

How to Fix: Time to launch new ad creative to avoid ad fatigue and prevent your audience from tuning out. Or, send them to bed and let the audience rest and wake them again in a few weeks.

FAQ: Your Top Questions Answered

How do I know if my ad creative is working?

The first place to look is your CTR. If your CTR is low, it’s a strong indicator that your creative isn’t resonating with your audience. The ad might not be compelling enough to stop them from scrolling, or you might be targeting the wrong people. Conversely, a high CTR indicates that your ad is capturing attention and is a good candidate for further testing.

My campaign costs are rising. How can I diagnose the problem?

The first metric to check is your frequency. If your frequency score is high (above 3), it’s likely that your audience is becoming saturated and is experiencing ad fatigue. You’re paying more to show the same ad to the same people, who are no longer interested in it. You can also check your CPR. If it is steadily increasing, it means your audience is either getting more expensive or is less likely to convert.

My CPA is high, but my ROAS is good. How can my campaign be expensive but still profitable?

This is the perfect example of why you can’t rely on a single metric! It indicates that while the cost to acquire a customer is high, those customers are spending a lot of money with you, making the overall campaign profitable. In this case, your focus should be on finding more of those high-value customers, not just lowering your CPA.

How can I tell if my audience is getting too small?

Look at the relationship between your Reach and Impressions. As your campaign runs, if your impressions are climbing but your reach is flat or growing very slowly, it means you’re showing ads to the same group of people repeatedly. This is a clear sign that you’ve saturated your audience and need to either refresh your creative or expand your targeting to reach new people.

How a Performance Marketing Agency Can Help

Navigating the data, troubleshooting issues, and making real-time adjustments can be complex and lead to analysis paralysis. That’s where GeistM becomes your most valuable partner.

The Data Detectives: We don’t just look at the surface-level metrics. Our team goes deep, utilizing advanced reporting and analysis to uncover the hidden insights that reveal the true story of your campaign.
Proactive Optimizations: We continually monitor your campaign performance, making real-time adjustments to your budgets, bids, and targeting to ensure you achieve the best possible ROI.
Holistic Funnel Analysis: We understand how a high-performing awareness campaign can lead to a more profitable conversion campaign. We connect the dots across the entire funnel, ensuring every part of your strategy works in harmony.

The key to mastering Meta Ads is to move beyond being overwhelmed by data and to start using it as a tool for making smart, strategic decisions. With these metrics in your arsenal, you’re no longer staring at a blinking dashboard in the dark. Or contact GeistM, and we can help!

Written by: Conor Dargle

How to Avoid Content Fatigue and Keep Your Marketing Campaigns Fresh

Written by nitantialur

Aug 27, 2025Oct 8, 2025

In a world where consumers are exposed to thousands of messages every day, content fatigue has become a real challenge for marketers. Content fatigue happens when your audience grows tired of repetitive or uninspired messaging, leading to lower engagement, fewer clicks, and declining conversions.

Keeping your marketing campaigns fresh isn’t just a nice-to-have — it’s essential for standing out in a crowded digital landscape. Brands that can consistently deliver innovative, relevant, and engaging content will build stronger connections and drive lasting impact.

3 Warning Signs of Content Fatigue

Before you can fix it, you need to spot it. Common signs of content fatigue include:

Decreasing engagement and response rates – Fewer likes, shares, or comments over time.
Audience disengagement or boredom – Loyal followers stop interacting, and new audiences don’t stick around.
Stagnation in performance metrics – CTRs, conversions, and ROI plateau or decline despite steady effort.

4 Strategies to Prevent Content Fatigue

1. Diversify Content Formats

One of the fastest ways to fight fatigue is to switch up how you deliver your message. Different formats appeal to different audience preferences, and variety keeps content fresh.

Video content (short-form reels, tutorials, behind-the-scenes looks) is highly engaging and continues to dominate social platforms.
Blog posts and long-form articles not only build authority but also educate readers.
Infographics simplify complex information and are highly shareable.
Interactive content — such as polls, quizzes, anchor links, and accordion links encourages participation rather than passive consumption.

By mixing formats, you ensure your campaigns remain dynamic and adaptable across multiple channels.

2. Repurpose and Refresh Old Content

Creating new content from scratch takes significant time and resources. Instead, look at your top-performing assets and find ways to breathe new life into them:

Update statistics, visuals, and examples in older articles to make them current.

Optimize articles by adding more rich media elements

Reformat: Turn a whitepaper into a carousel post, a webinar into a highlight reel, or a blog into an email nurture sequence.

Repurposing ensures your best content continues to deliver ROI while keeping your content library fresh.

3. Leverage User-Generated Content (UGC)

Modern consumers crave authenticity, and nothing feels more authentic than UGC. Encouraging customers to share reviews, testimonials, unboxing videos, or social media posts provides fresh material that feels genuine.

UGC not only rejuvenates your content calendar but also builds trust. According to recent studies, consumers are significantly more likely to trust peer recommendations than branded messaging. UGC also strengthens community engagement, making audiences feel like active participants in your brand story.

4. Implement Seasonal & Timely Themes

Relevance is a critical driver of freshness. Aligning campaigns with holidays, seasonal shifts, cultural events, and industry trends ensures your messaging feels current.

Update statistics, visuals, and examples in older articles to make them current.
Optimize articles by adding more rich media elements.
Reformat: Turn a whitepaper into a carousel post, a webinar into a highlight reel, or a blog into an email nurture sequence.

This strategy not only prevents monotony but also creates urgency, prompting audiences to engage right now.

Engage Your Audience with Personalization in Paid Campaigns

When running paid campaigns, generic ads won’t cut it. With the advanced targeting capabilities available, audiences expect brands to deliver ads that feel relevant to their unique needs and interests. Personalization is no longer optional — it’s the key to preventing content fatigue in performance marketing.

Data-driven targeting – Paid platforms like Meta, Google, TikTok, and programmatic networks allow marketers to use demographic data, behavioral signals, and purchase intent to serve ads to the right audience at the right time. This ensures your budget is spent efficiently while delivering relevance.
Audience segmentation – Break down your paid campaigns into tailored segments — whether it’s new prospects, high-value customers, or cart abandoners. Each group should see creative and messaging that speaks directly to their journey stage and motivations.
Dynamic ad creative – Platforms now support dynamic content insertion, enabling personalized ad experiences at scale. From customized product recommendations to location-specific offers, this approach boosts CTRs and keeps campaigns fresh.
Retargeting strategies – Personalized retargeting campaigns remind users of products they browsed, highlight limited-time deals, or share tailored upsell opportunities, all while reducing ad fatigue by staying relevant.

By leveraging these personalized paid campaign strategies, brands can cut through the noise, reduce wasted impressions, and create meaningful touchpoints that drive conversions.

Track Performance and Iterate

Even the most innovative campaigns will eventually plateau if they aren’t optimized. To keep your marketing efforts fresh and avoid content fatigue, continuous performance tracking and iteration are essential. The key is to move beyond a “set it and forget it” mentality and embrace a data-driven approach where campaigns are consistently monitored, tested, and refined.

Monitor the right metrics – Engagement metrics like click-through rates (CTR), conversion rates, time on page, bounce rates, and cost per acquisition (CPA) reveal how your content is resonating with audiences. For paid campaigns, also track frequency (how often the same user sees your ads) to avoid oversaturation — a leading cause of ad fatigue.
A/B and multivariate testing – Experiment with variations in subject lines, headlines, visuals, CTAs, and landing page layouts. Even minor tweaks — like adjusting ad copy length or testing two versions of a product image — can significantly improve performance. Multivariate testing allows you to optimize multiple elements at once to find the best-performing combination.
Leverage advanced analytics tools – Platforms like Google Analytics 4, Meta Ads Manager, TikTok Ads Manager, and programmatic DSP dashboards provide granular insights into how audiences interact with your campaigns. By analyzing cross-channel performance, you can see which platforms, formats, and targeting strategies deliver the strongest ROI.
Optimize in real time – Marketing in 2025 requires agility. If engagement drops, pivot quickly by refreshing creative, testing new audience segments, or adjusting bid strategies. Iteration is not just about fixing what doesn’t work but also about amplifying what does.
Learn from patterns over time – Tracking performance across multiple campaigns reveals trends in audience behavior. For example, you may find that video ads consistently outperform static images or that certain audience segments engage more during specific times of year. These insights help guide future campaign planning and prevent stagnation.

By making performance monitoring and iteration a continuous cycle, marketers can adapt to changing consumer behaviors, reduce wasted ad spend, and keep campaigns consistently fresh and effective. Ultimately, iteration is what transforms one-off creative ideas into long-term, scalable growth strategies.

Collaborate with Agencies & Third-Party Creators

Sometimes the most effective way to refresh your marketing is by stepping outside of your own brand bubble. Partnering with agencies and third-party creators injects fresh perspectives, ensures constant content variety, and helps prevent campaigns from going stale.

At GeistM, we’ve built this approach into our model:

Third-party publishing power – GeistM owns a network of publisher sites where we can host long-form articles, listicles, and reviews about your brand. Instead of relying solely on brand-owned channels, campaigns can run through trusted third-party handles, adding credibility and building consumer trust in ways direct brand ads often can’t.
In-house creative expertise – Our team of creators, content strategists, and data analysts produces a full spectrum of assets tailored to your brand. From longform articles to UGC-style videos for paid campaigns, we handle concepting, production, and ongoing optimization to ensure your content resonates across formats.
Continuous refresh and testing – Content isn’t static. We regularly refresh, split test, and iterate to keep messaging sharp and performance strong. This data-driven process helps prevent fatigue by ensuring audiences don’t see the same stale ads over and over.
Personalized audience experiences – With our ability to craft content for different audience segments, we add a personal touch while still maintaining the authority of a third-party perspective. By distributing through our publishers and paid channels, we put the right content in front of the right audience at the right time.

Collaborating with GeistM doesn’t just provide new content — it gives you an entire ecosystem of publishers, expert creators, and analysts working to keep your campaigns fresh, trustworthy, and continuously optimized for maximum engagement.

The most successful brands will be those that embrace adaptability — refreshing strategies, testing new approaches, and evolving alongside their audiences to maintain lasting engagement.

If your brand is ready to fight content fatigue and keep campaigns performing at their peak, GeistM can help you stay ahead of the curve.

Written by: Emma McHugh

Retention vs. Acquisition: Where Should Your Marketing Dollars Go?

Written by nitantialur

Aug 13, 2025Oct 21, 2025

Marketing has its own version of a “Chicken or the Egg” problem. Which comes first, finding new customers, or nurturing the ones you already have?

Every business leader faces this same question, and the answer isn’t always obvious. While both are essential for a healthy business, the specific balance of your investment can dramatically change your trajectory.

We’re going to break down this great debate, help you understand the pros and cons of each, and show you how to find the right blend for your brand.

What is New Customer Acquisition?

New Customer Acquisition is the process of getting new customers to try your product or service for the first time. It’s all about making a great first impression and getting them to commit.

Common Channels: Acquisition is powered by strategies such as paid ads on platforms like Meta, Taboola, and Google, as well as influencer marketing and SEO, which put you at the top of search results.
Pros: Acquisition is the engine of growth. It’s how you scale your business, enter new markets, and expand your reach. It provides a steady stream of new revenue and keeps your business from becoming stagnant.
Cons: It’s expensive to do right. The cost for a new customer is significantly higher than the cost of retaining existing ones.
Pro Tip: Acquisition can be a high-effort, low-yield game. It requires constant testing and optimisation to find the right people at the right time. Don’t be afraid to pull the plug on underperforming campaigns to focus your budget on what’s working.

What is Customer Retention?

Customer Retention is the practice of keeping the customers you already have. This is where the long-term relationship building happens. It’s about turning a single purchase into a second, a third, a fourth, and a lifetime of loyalty. The goal isn’t just about building a customer list but about cultivating a loyal brand community.

Common Channels: Retention strategies involve the use of powerful campaigns driven through email, SMS, and app push channels, alongside a healthy mix of paid media campaigns on social media such as Meta, X, and Reddit, not to mention your customer service.
Pros: Retention is often more cost-effective. Happy retained customers are not only a source of stable revenue, but also your best brand advocates. They’ll tell their friends, leave positive reviews, and organically drive new customers for you. Their Customer Lifetime Value (LTV) can be HUGE.
Cons: You can’t scale a business on retention alone; you still need a steady stream of new customers to fuel the first. Focusing too much on retention can also lead to a static customer base, limiting your total growth.
Pro Tip: Retention is not a passive game! You have to engage with your customer base and add value actively. Do it right? Your customers become your brand ambassadors, converting their friends and family. Do it wrong? They’ll run away faster and further.

Metrics that Matter: The numbers behind the decisions.

To make data-driven decisions, you need to understand these core metrics.

Customer Acquisition Cost (CAC): The total cost of sales and marketing needed to acquire a single customer.
Customer Lifetime Value (LTV): The total revenue a single customer is expected to generate over their entire relationship with you.
Conversion Rate: The percentage of visitors to your site that end up doing what you want them to do.
Retention Rate: The percentage of customers you’ve kept over a specific period.
Churn Rate: The percentage of customers who stop doing business with you over a specific period.
Pro Tip: Your LTV should ALWAYS be higher than your CAC. This is the golden rule of profitability. If you’re spending more to get a customer than they’ll ever spend with you, then you’re going to have a bad time!

When to Focus on Acquisition

There are clear phases in a business’s life cycle where acquisition should be the primary focus.

Early Stage Startups or New Product Launches: When you’re just starting out, you have no customers to retain. Your number one priority is to introduce your brand, product, or service to the world and establish your customer base.
Entering New Markets: If you’re an established business already and are expanding into a new country or demographic, you’re essentially a startup again. An aggressive acquisition strategy is key to building your new customer base.
Growth Mode: When you have a proven market fit product and a healthy LTV, it’s time to pour some petrol on the fire and get things moving. An aggressive acquisition strategy, powered by high-performing paid ads and organic channels, can help you scale quickly.

When to Focus on Retention

While acquisition is the growth engine, retention is the stability and long-term profitability that keeps the engine running smoothly.

Established Customer Base: If you’ve been in business for a while, it’s often more efficient to invest in nurturing your existing customers than constantly chasing new ones.
High Acquisition Cost Market: In highly competitive markets, or where a market is just overly saturated, a strong retention strategy is crucial to maximising the LTV of each customer.
Subscription-Based Model: For companies that rely on subscription-based revenue, retention is a matter of survival. Every customer you lose is a direct hit to your bottom line, making retention strategies a top priority.
New Product Launches to Existing Customers: Sometimes, retention can drive acquisition. Cross-selling a new product to your existing customer base is one of the most efficient ways to launch something smoothly. Especially if this customer base already loves and trusts you!

Finding the Sweet Spot: How to Split Your Budget

Finding the perfect split isn’t an exact science; it’s a dynamic process of analysis and adjustment.

Know Your Metrics: Start by looking at your data. What is your current CAC vs LTV? What is your churn rate? Why did that customer abandon their cart 17 times at 3:11 am on Sunday? The answers to these questions will reveal where you’re strong, and where you’re bleeding money.
Know Your Objectives: If your goal is aggressive market share growth, a heavier acquisition budget might make more sense. If your goal is sustainability, a more balanced approach could be better.
Build Your Feedback Loop: Your retention strategy should inform your acquisition strategy. By understanding why your most loyal customers are here, you can build better audiences for your acquisition campaigns, finding more people just like them!
Pro Tip: The best strategies are never static. The ratio of your budget allocations should change as your business and objectives evolve. What works for a startup won’t work for a mature company, and vice versa. Continually test and refine your budget split to match your current needs!

Why GeistM is the Perfect Partner

This isn’t a “chicken or the egg” question; it’s a “how and when” question. And that’s where a partner like GeistM becomes invaluable. We don’t believe in a one-size-fits-all approach; we believe in a holistic, data-driven strategy that makes every dollar and cent count.

Holistic Strategy: We understand that acquisition and retention are two sides of the same coin. We build comprehensive strategies that integrate both, ensuring everything is balanced and effective across the entire customer journey.
Data-Driven Decisions: Our team of experts meticulously analyzes the CAC, LTV, and other key metrics to make informed decisions about allocations. We’ll never blindly throw money at a campaign hoping for the best. Everything we do is backed by a metric that matters.
The Perfect Partner: GeistM is the perfect partner for this because we don’t force you into one camp. We are flexible, agile, and capable of building custom strategies that perfectly match your business’s needs, whether that’s aggressive growth, sustainability, or a mix of both.
Pro Tip: The best strategies are never static. The ratio of your budget allocations should change as your business and objectives evolve. What works for a startup won’t work for a mature company, and vice versa. Continually test and refine your budget split to match your current needs!

The battle between retention and acquisition isn’t a battle at all. It’s a dance. And with the right partner, you can master the steps and build a brand that not only grows fast, but also lasts. So contact GeistM today, and we’ll take care of everything for you!

Written by: Conor Dargle

UGC 101: Strategies to Leverage User-Generated Content Across Every Marketing Channel

Written by nitantialur

Jul 30, 2025Oct 7, 2025

User-Generated Content (UGC) isn’t just a buzzword — it’s one of the most effective ways to build trust, expand reach, and drive conversions for your brand.

UGC typically consists of raw, unedited content created by users and shot with their personal phones. These images and videos provide a more authentic feel compared to high-budget, commercial photoshoots.

A recent study found that 56% of consumers say they are more likely to buy a product after seeing it featured in a relatable or positive UGC photo.

In other words, people trust people (not brands).

Social media is the natural starting point for UGC, but it shouldn’t stop there. Here’s a full breakdown on how to fully activate your UGC marketing efforts across social, email, website, and even IRL (yes, offline still matters too).

Social Media Integration: Make UGC the Heart of Your Feed

UGC originated on social media and thrives on platforms such as TikTok, Instagram Reels, and Instagram Stories. Many brands simply repost user content, but miss out on opportunities to take their UGC strategy to the next level.

Here are 3 Ways to Elevate Your UGC on Social Media:

1. Adapt UGC specifically for each social platform

Consider audience demographics and adjust caption language to fit them. Add text overlays with relevant lingo.
Experiment with trending sounds to make your content feel more native.
Test story vs. feed placements to see which drives more engagement.
Trim longer videos into more digestible, shorter form content.
Add interactive features, such as polls, questions, and sliders, to Stories.

2. Create a UGC-focused series on your feed

Showcase your product in a variety of settings with a carousel post.
Highlight the diversity of your audience.
Prompt users to post organically about your brand with hopes of getting featured on your page.
Build brand trust by showing how you’re listening to your followers.

3. Convert high-performing UGC into paid social ads

Utilize social media analytics to determine which content will work best for your ads.
Add call-to-actions and sale promos to drive conversions.
Combine UGC with traditional ads to give them a new twist.
Create collaborative ads with users or influencers and leverage their following or handles.

With these strategies, one UGC asset can easily become dozens of high-performing social posts. The best part? UGC costs 50% less than traditional ads and delivers 4x higher click-through rates.

Email and Website: Bring UGC Into the Conversion Funnel

Many brands limit their UGC marketing strategy exclusively to top-of-funnel content. By incorporating UGC into your email flows and website, you can further build trust and strengthen your overall consumer experience.

Recent studies have shown that UGC improves email click-through rates by 73% and product pages with UGC experience a 91% lift in conversion rates.

Here’s How to Embed UGC Deeper into Your Digital Experience:

Email Marketing:

Plug UGC into your welcome series. Showcase real customers using the product — instant social proof.
Try a “fan-favorite” section featuring creator or customer quotes.
Use UGC in post-purchase upsells — seeing how others styled or used the product can drive repeat orders.
Experiment with UGC for new product announcements to generate hype.

On-Site UGC Strategy:

Add a “See it IRL” section under product photos to help consumers picture themselves with the product. (e.g., for fashion brands, users can better understand sizing with UGC examples)
Embed TikToks or Reels directly on product pages to showcase virality.
Feature rotating UGC on your homepage to spotlight your community (e.g. Fabletics does a great job showcasing social proof).
Pair UGC with product reviews — a picture is worth a thousand words.

When users see others loving your brand across emails and your site, it creates the nudge they need to click “Add to Cart.” Overall, this can make your brand feel more “human” and better resonate with your customers — especially when they see users who look like them using your products.

Offline Channels: Yes, You Can Bring UGC Into the Real World

UGC doesn’t need to live and die online. Agile brands are taking their user-generated content offline and turning it into tangible trust builders at retail, events, and beyond.

Some ideas for bringing UGC to life:

Print Lookbooks or Postcards that incorporate UGC for packaging inserts.
In-Store Displays that feature customer testimonials or top-performing UGC frames.
QR Codes on Packaging linking to UGC video tutorials, recipes, or style guides.
OOH Advertising can integrate UGC onto billboards and public transport to stand out and build trust.

The bottom line is that UGC is portable. Whether your product is sitting on a store shelf or your brand is hosting a pop-up, showing real people using your product makes it feel less like marketing — and more like a recommendation from a friend.

UGC Works — But Only When It’s Strategic

? Quick Recap:

Social media is your playground — use UGC to stay native and consistent.
Emails and websites should lean into UGC for trust and conversion.
Offline isn’t dead — bring UGC into the real world for in-person authenticity.

Why Partner with GeistM?

We’re not just a UGC agency — we’re a performance powerhouse. At GeistM, our in-house expert team combines high-impact UGC creation with strategic distribution across all channels. From TikTok-style videos to Instagram-worthy style inspo, we help brands create UGC that converts.

Let us help you turn likes and comments into clicks and conversions. Reach out to GeistM today to unlock your next wave of UGC-driven growth.

Written by: Simon Kuflik

Mobile Marketing 101: How to Optimize Your Site, Ads, and UX for a Seamless Mobile Experience

Written by nitantialur

Jul 17, 2025Oct 8, 2025

The statistics don’t lie, and they’re more startling than you’d imagine. More than 62% of internet traffic worldwide is via mobile—that’s almost three-quarters of all clicks, scrolls, and purchases on devices smaller than a paperback book. What makes this statistic truly mind-blowing is that mobile commerce isn’t just influencing the economy; it’s rewriting it.

We’re seeing m-commerce capture over 10% of all retail sales globally, turning pocket-sized touchscreens into the planet’s most potent shopping malls. Now this isn’t your run-of-the-mill “mobile is important” sermon. This is the tale of consumer behavior gone fundamental, establishing a new set of rules for engagement that many businesses are still struggling to figure out.

The brands winning aren’t just mobile-friendly—they’re mobile-first, mobile-obsessed, and mobile-strategic in ways that would have seemed impossible just a few years ago. Here’s the brutal truth: anything but a mobile-optimized business is not just a lost opportunity. It IS missing in action for a huge segment of its potential customers.

This guide will talk you through all you need to know about crafting a seamless mobile experience that turns browsers into buyers.

1. Optimizing Your Website for Mobile: Key Elements

Responsive Design

Whether someone’s checking out your site on a jumbo-sized desktop monitor or tiny smartphone screen, your content should flow beautifully. What’s special about responsive design? Google’s mobile-first indexing means that search engines now primarily use the mobile version of your site for ranking.

If your site isn’t mobile, you’re indicating to Google (and your would-be customers) that you don’t care about UX design best practices.

Test your site obsessively on different devices and screen sizes.
Keep your layouts clean and intuitive with large, tappable buttons (minimum 44×44 pixels).
Use scalable images and fluid grids that stretch and shrink gracefully.

At GeistM, our creative team specializes in crafting responsive designs that don’t just function, they dazzle. Functionality without beauty is like a car without paint. It still works, but no one will be blown away.

Pexels/Pixabay

Mobile Site Speed

Here’s a sobering truth: users want pages to load faster than you can say “loading”. A mere 1-3 second wait makes bounce rates soar over 30%! That’s equivalent to having shoppers enter your store and bolt back out because the door was slow to open. Speed tuning isn’t purely technical; it’s psychological. When somebody taps on your site, they are making a micro-commitment. Each second they delay is a second they’re debating that commitment. To prevent this:

Compress images mercilessly, utilizing next-gen formats such as WebP.
Slash pop-ups and annoying ads that break the experience.
Use lazy load images and assets.

Mobile-Friendly Navigation

Navigation on mobile is as if you’re a tour guide in a foreign land. Mobile users want it now; they want it quick and easy, without having to search through convoluted menus.

Mobile navigation best practices:

Own those hamburger menus or sticky headers for a slick, accessible design.
Remember to place your key content and calls-to-action above the fold.
Space out navigation elements enough to avoid accidental taps.

2. Creating Effective Mobile Ads

Mobile Ad Design

The small screen real estate means every pixel, every word, and every design decision can make or break your campaign.

Mobile marketing best practices taken from successful campaigns all have these characteristics in common:

Striking, scroll-stopping imagery.
Minimal words, maximum impact.
Easy-to-see, practical CTAs that tell users exactly what to do.
Vertical optimization for Instagram Stories and TikTok.

Our direct response Content & Creative team knows how to craft mobile-first ads that not only look beautiful but also turn browsers into buyers. We recognize that mobile advertising is as much about psychology as it is about design. And our content is drafted to be optimised for mobile reading.

Platform-Specific Ads

Here’s where many companies go wrong – they create one ad and attempt to use it everywhere. That’s like a tuxedo at the beach; technically, the ‘right’ clothing, but totally the wrong expression.

Each platform has its own personality, audience behavior, and optimal format. Mobile content marketing needs this nuance of platform dynamics.

Instagram Stories require portrait, eye-catching content that’s native to the platform. Facebook feeds look better with a square or horizontal layout. TikTok needs genuine, fun content that doesn’t feel like traditional advertising.

We custom-create and test creatives & content for every major mobile platform, because we understand that context is king when it comes to executing a digital marketing plan.

Location-Based Targeting

Location is mobile marketing’s secret weapon. Your customers have GPS in their pockets wherever they go, which opens up entirely new opportunities for contextual marketing. It’s not just being aware of where people are–it’s understanding how that place correlates to their mindset and buying intent.

Strategic location-based habits:

Geotargeting for real-time promos and local offers.
Configure geofenced ads that trigger when users access specific locations.
Think about the location and users’ psychology.

3. Mobile UX: Designing for a Seamless Experience

Simplified Content Layouts

Mobile users scan, they don’t read. They want to consume information quickly, painlessly, and with no friction. Long blocks of text on mobile devices are like offering a five-course meal on a paper plate — feasible, but not ideal.

The psychology of mobile consumption is fundamentally different from desktop behavior. Mobile users are typically multitasking, on the go, or have very short attention spans. Your content must honor these truths.

Content optimization techniques to implement:

Use short paragraphs and sentences that are easy to digest.
Break up content with bullet points, subheadings, and visuals.
Utilize big, readable fonts (16px minimum) — no one likes to squint at their phone.

Our editorial team develops handset-optimized copy that incorporates photos and attention-grabbing visuals to deliver a fluid, pleasurable reading experience. We get that mobile content marketing is about respecting users’ time and attention.

Tap-Friendly Design

Mobile interaction is a distinctly different experience from desktop interaction. Users tap, swipe, and pinch instead of click and hover. That is, your design has to consider finger-driven navigation and touch interaction physics.

Design guidelines for touch:

Make buttons and links big enough and well spaced.
Show visual feedback for touches.
Think thumb-centric designs that keep key actions within easy reach.

Optimizing Forms for Mobile

Mobile forms are where good user intentions come to die. Deep, complicated forms on mobile are like asking someone to complete tax forms while on a roller coaster. It is technically feasible, but not something anyone desires.

Form opt-in strategies:

Keep forms short with only essential fields.
Turn on auto-fill and input type tuning.
Break complicated forms into logical steps or pages.

Pexels/RDNE Stock project

4. Copywriting for Mobile Content

Writing for Scannability

We’ve already established that mobile visitors are scanners, not readers. They want targeted information, rapid answers, or instant gratification. Your content must be designed for this activity, with explicit hierarchy, conspicuous entry points, and bite-sized pieces of information.

Content layout guidelines:

Organize with descriptive headings and subheadings.
Make sentences concise and straightforward with no excessive jargon.
Employ bold text sparingly to emphasize essential points.

Our content team crafts concise, mobile-friendly copy that seamlessly integrates visuals and graphics to enhance engagement and comprehension.

Mobile-Friendly Headlines

Mobile headlines are like store windows—they have to catch someone’s attention at once and sell the value. You have seconds to persuade someone that you’re worth their time and attention.

Headline optimization tips:

Write attention-grabbing headlines but keep them short (6–10 words).
Use mobile and user-intent-related keywords.
Create emotional hooks that resonate with your target audience.

CTA Optimization for Mobile

CTAs on mobile are the closing stretch of a well-planned dance — everything leads to this point. Your CTA must be clear, compelling, and straightforward to follow.

CTA cheat sheet:

Make CTAs simple and proactive (“Shop Now”, “Get Started”, “Subscribe”).
Keep your CTA buttons visible and tappable.
Utilize color and placement contrast.

5. Best Practices for Mobile Content Formatting

Images and Videos

Visuals on mobile devices must be fast, beautiful, and serve a purpose. Every photo and video needs to load fast, look perfect, and contribute to your message.

Visual content optimization:

Compress your images ruthlessly, but without compromising quality.
Utilize mobile-friendly videos such as MP4.
Keep videos short, ideally around 15–30 seconds, to maintain viewer engagement.

Font and Text Size

Typography (font and text size) on mobile is the house’s foundation — if it’s not strong, nothing else stands. Bad typography is unreadable, infuriating, and therefore useless.

Typography tips:

Use readable fonts such as Arial or Helvetica, at a minimum of 16px.
Set line height to 1.5 for comfortable reading.
Ensure you have sufficient text and background contrast.

https://bonfx.com/bad-typography/

https://www.interaction-design.org/literature/article/the-ux-designer-s-guide-to-typography

Layout

Whitespace on mobile is breathing room in a packed subway. Busy, cluttered layouts confuse users and render copy intractable.

Layout optimization techniques:

Use ample white space to let content breathe.
Break text and images into easy-to-process sections.
Establish visual hierarchy with spacing, color, and typography.

Make Your Mobile Experience as Seamless as Possible

Mobile marketing isn’t just a mobile-friendly website — it’s all about the experiences you create that meet users where they are, how they are, and when they need you most.

Effective mobile marketing is part technology, part storytelling, part user psychology, and part data-driven efficiency optimization, strategic thinking, and execution perfection. The brands that will flourish are those that adopt a mobile-first approach in every aspect of their performance marketing strategy.

Pexels/ Andrea Piacquadio

Why GeistM Is Your Mobile Marketing Partner

GeistM is not simply an agency; we’re your partner in mobile marketing transformation. Our expert creative, content, and strategy teams are mobile-first design, ad creative, and content optimization experts who move the needle.

We know mobile marketing isn’t simply smaller screens; it’s different mindsets, behaviors, and expectations. Our creative team combines innovative technology and data-driven insights to design campaigns that not only look visually appealing but also perform exceptionally well.

As marketers, we understand that to execute a successful mobile marketing campaign, you need to recognize both the technical constraints and the human psychology behind mobile behavior. We craft content that connects, design that converts, and strategy that gets business results.

Prepared to revolutionize your mobile marketing! Contact GeistM today and discover how we can enhance your content, ads, and user experience across every device. Your audience is expecting — let’s give them something incredible to discover.

Written by: Brent Barnhart

Meta Ads in Q2 2025 — What the Numbers Are Really Telling Us

Written by nitantialur

Jul 8, 2025Oct 7, 2025

Q1 always starts off strong, fueled by ‘new year, new me’ energy, big budgets, and a surge in consumer intent. Brands come out of the gate swinging, eager to capitalize on resolution-driven demand and high engagement. But as the calendar flips to Q2, things start to shift. We’re in that in-between season: the post-Q1 cooldown before summer’s Q3 ramp-up, then the holiday season’s strong finish in Q4.

At GeistM we keep a close eye on spans shifting and audience behaviour evolving. We’ve seen movements in key ad metrics like CPM, CTR, and CPC. Whether you’re an advertiser calibrating your spend or a marketer fine-tuning your funnel, understanding these Q2 trends is crucial to staying ahead.

Let’s dive into the key Period-Over-Period (PoP) trends we’re seeing this quarter — and what to watch moving forward.

Mid-April 2025
End-April 2025
Mid May 2025
End May 2025
Mid June 2025
End June 2025

Mid-April 2025 (1st-15th)

Meta CPMs

Key Takeaways:

Our analysts noticed stable CPMs in the first half of April.
The biggest decrease of -31% came from the Health & Wellness vertical.
An increase of +6% was noted across International verticals (those operating outside of the US).

Meta CPCs

Key Takeaways:

The team noticed a -14% decrease in CPCs during this time.
A drop of -32% came from the Sports & Supplements vertical.
The only jump of +3% came from the International vertical.

Meta CTRs

Key Takeaways:

We noticed a +12% rise in CTRs in the first half of April.
The largest increase, at +38%, came from the Sports & Supplements vertical.
While the most notable decrease of -20% came from the Health & Wellness vertical.

When asked, this is what Senior Analyst, Matthew Whitaker, had to say:

“CPMs held steady this quarter, while CPCs saw a noticeable decrease and CTRs experienced a healthy lift. Additionally, it’s important to monitor any tariff-related impacts or shifts in client pricing, inventory, or supply chain dynamics, as these external factors can influence campaign performance and strategy in subtle but meaningful ways.”

End-April 2025 (16th-30th)

Meta CPMs

Key Takeaways:

According to our analysis, CPMs remained stable during the second half of April.
CPMs dropped by 18% in the Home & Family vertical.
The Food & Beverage vertical saw the largest increase of 12%.

Meta CPCs

Key Takeaways:

An overall 7% decrease in CPCs was noticed by our analysts.
The Fashion & Beauty vertical saw the biggest drop of -20%.
The largest jump of +14% came from the International vertical.

Meta CTRs

Key Takeaways:

CTRs rose by +5% during this period.
An increase of +26% was noticed by the Sports & Supplements vertical.
The most notable decrease of -9% came from the Health & Wellness vertical.

According to our Senior Analyst, Matthew Whitaker, these are some moments to look out for,

“With the tariff impact, now is the time to check on our clients for any updates to their prices, inventory, or supply chain. And with Memorial Day around the corner, it’s also a good time to check if any clients are running promotions during that period.”

Mid-May 2025 (1st-15th)

Meta CPMs

Key Takeaways:

Our analysts noticed a 4% decrease in CPMs during the first half of May.
Fashion & Beauty vertical faced the largest decrease of 10%.
The largest jump of 7% was seen by the Home & Family vertical.

Meta CPCs

Key Takeaways:

CPCs decreased by 26% during this period.
A large drop of 24% came from the Fashion & Beauty vertical.
None of our verticals saw an increase in CPCs.

Meta CTRs

Key Takeaways:

There was an 18% jump in CTRs at the beginning of May.
A large jump of 38% came from the Home & Family vertical.
An 8% decrease in CTRs came from the Food & Beverage vertical.

End May 2025 (16th-31st)

Meta CPMs

Key Takeaways:

Our CPMs remained stable during this period.
A 14% decrease came from the International vertical.
A large increase of 35% was observed by the Health & Wellness vertical.

Meta CPCs

Key Takeaways:

Towards the end of May, there was a 21% increase in CPCs.
A large drop of 14% was noticed by the International vertical.
While the Home & Family vertical saw a massive increase of 53%.

Meta CTRs

Key Takeaways:

Our analysts noticed a 28% drop in CTRs.
The only increase of 11% came from the Food & Beverage vertical.
The biggest decrease of 29% came from the Fashion & Beauty vertical.

According to Senior Analyst, Matthew Whitaker, here are some moments to look out for in June:

“With Father’s Day and summer approaching, brands planning seasonal promotions or campaigns should align their messaging accordingly — and ensure budgets are allocated to support these key marketing moments.”

Mid-June 2015 (1st-15th)

Meta CPMs

Key Takeaways:

The middle of June saw a 6% decrease in CPMs.
The largest decrease, 13%, came from the International vertical.
The Sports & Supplements vertical saw an incredible 18% jump.

Meta CPCs

Key Takeaways:

There was a 6% decrease in CPCs during this period.
The International vertical saw the largest drop of 14% in CPCs.
An increase of 11% came from the Home & Family vertical.

Meta CTRs

Key Takeaways:

Our CTRs remained stable during the first half of June.
An 8% jump in CTRs was noticed by the Fashion & Beauty vertical.
A decrease of 10% in CTRs came from the Home & Family vertical.

Here’s what Senior Analyst, Matthew Whitaker, had to say:

“If any brands are running promotions or aiming to leverage important marketing moments, it’s up to the account teams to budget accordingly. This includes events like the July 4th weekend for Independence Day as well as summer campaigns throughout Q3 that focus on seasonality-driven messaging and content.”

End-June 2025 (16th-30th)

Meta CPMs

Key Takeaways:

A 7% increase in CPMs was observed during this period.
None of the verticals noticed a decrease in CPMs.
The largest rise, at 11%, came from the Food & Beverage vertical.

Meta CPCs

Key Takeaways:

During the second half of June, there was a 3% increase in CPCs.
A 4% drop in CPCs was observed in the Food & Beverage vertical.
The Health & Wellness vertical saw an 11% increase in CPCs.

Meta CTRs

Key Takeaways:

Our analysts noticed a 3% increase in CTRs during this period.
The Food & Beverage vertical experienced a notable 14% increase.
Whereas the Health & Wellness vertical reported a 10% decrease in CTRs.

According to Senior Analyst, Matthew Whitaker, these are some moments to look out for during the beginning of Q3:

“It’s officially Prime Week, with Prime Day extending across four days this year—from July 8th to July 11th, 2025. During this period, some brands may increase their spending not only on Amazon but across multiple platforms, so it’s worth scaling in the coming days. Additionally, the Back-To-School season is fast approaching in August, making this a key time to plan ahead.”

How GeistM Can Help

At GeistM, staying ahead of industry trends isn’t just what we do — it’s what we excel at. Through real-time optimizations and data-driven strategy, we ensure your campaigns stay efficient, effective, and always one step ahead of the curve.

As the year progresses and the digital landscape continues to evolve, now is the perfect time to partner with a team that knows how to navigate the complexities of platforms like Meta — and beyond. Let’s work together to turn shifting trends into strategic wins. Reach out today and see how GeistM can help you lead the charge.

Looking Back at 2025 — What Actually Happened

1. Influencer Marketing 2026: The Creator Economy Matures

2. Digital Marketing Strategies 2026: Loyalty Outperforms Acquisition

3. Performance Marketing Trends 2026: Privacy, First-Party Data & Clean Rooms

4. Retail & Commerce Media Take Centre Stage

5. Content Marketing Trends 2026: Shoppable Everything

6. AI in Marketing 2026: From Tools to Agents

7. Optimising for AI Assistants & Voice Search

8. Measurement Reset: Incrementality over Attribution

9. Ad Spend Outlook & Media Inflation

Key Takeaways for 2026 Marketing

1. Leverage Early Holiday Shopping and Record E-Commerce Growth

2. Optimize for Mobile Shopping: The Rise of M-Commerce

3. Full-Funnel Marketing: Engage Consumers from Discovery to Purchase

4. Personalization: Meeting Consumer Expectations for Tailored Experiences

5. Embrace Sustainability and Ethical Marketing

6. Maximize the Power of Short-Form Video and Live Shopping

7. Capitalize on New Year’s Resolutions and Wellness Trends

8. Utilize Data-Driven Insights for Predictive Campaigns

How GeistM Can Elevate Your Holiday Marketing

FAQs: Holiday Marketing Strategies for 2025/2026

Mid-July 2025 (1st-15th)

Meta CPMs

Key Takeways:

Meta CPCs

Key Takeaways:

Meta CTRs

Key Takeaways:

End July 2025 (16th – 31st)

Meta CPMs

Key Takeaways:

Meta CPCs

Key Takeaways:

Meta CTRs

Key Takeaways:

Mid August 2025 (1st-15th)

Meta CPMs

Key Takeaways:

Meta CPCs

Key Takeaways:

Meta CTRs

Key Takeaways:

End August 2025 (16th -30th)

Meta CPMs

Key Takeaways:

Meta CPCs

Key Takeaways:

Meta CTRs

Key Takeaways:

Mid September 2025 (1st -15th)

Meta CPMs

Key Takeaways:

Meta CPCs

Key Takeaways:

Meta CTRs

Key Takeaways:

End-September 2025 (16th-30th)

Meta CPMs

Key Takeaways:

Mets CPCs

Key Takeaways:

Meta CTRs

Key Takeaways:

How GeistM can help

Written by: Nitanti Alur with insights from Matthew Whitaker

Pitfall 1: Waiting Too Late to Start Your Black Friday Campaigns

Pitfall 2: Targeting Too Broadly and Ignoring Audience Segmentation

Pitfall 3: Using Generic, Discount-Heavy Creative That Fails to Engage

Pitfall 4: Skipping Content Marketing to Warm Up Audiences

Pitfall 5: Network diversification

Pitfall 6: Optimizations

Pitfall 7: Neglecting Deep Post-Campaign Analysis to Inform Future Strategies

Conclusion

Your Ad Performance Metrics Cheat Sheet

The Awareness Funnel (Visibility & Reach)

The Consideration Funnel (Engagement & Interest)

The Conversion Funnel: The Metrics That Fuel Profit

Understanding the Metrics Hierarchy

The Troubleshooting Playbook

Low CTR + High CPCs: