SPEAKER_01 0:00

We work with over 250 e-commerce brands, and pretty much every week in our coaching calls, we hear the same question or pretty much every week, is it just me or is Meta having a bad day? And up until now, I I I've had a hink a hunch, an inkling, maybe something's happening, but now we actually have the data. So everyone kind of probably knows what this looks like. You log in to your your ads manager, you look at your row as your CPA, and yesterday was great, and today is now terrible, and then tomorrow's terrible, and then the next day is great. And you're like, what the heck happened? Did did my ad account just like decide not to show up to work today? We don't know, but now we do. So we actually partnered with our software Breezeway and created what we're calling the bad day detector. It brings in a ton of data for a bunch of e-commerce brands that are in Breezeway, and it actually shows you what a bad day actually is statistically. It's not a feeling anymore. It's not a, well, I saw a few bad days in in coaching, so maybe there was. We now have statistical evidence that there was a bad day. And I'm really, really excited to share what we found when we looked at this, when we created this.

SPEAKER_00 1:15

And I love when it when things are born out of just the fact that we've received this question like a thousand times in the last year. And then what happens is like maybe anyone watching or listening right now is you go to Reddit, right? You go to Reddit and you go down the Reddit, the the the slash Facebook ad subreddit of like the cesspool of everything is going wrong every day of the whole year. And we've we've joked about this. I'm like, hey, is Meta having an issue? Well, according to Reddit, every single 15-minute interval, Meta is having an issue because people are posting all day long. Is Meta is there an outage? Is there an outage? Is there an outage? And and and then our community will post in our groups too. And they'll say, hey, is anyone else having a bad day? Is anyone and so there are times when I would say more often than not, it's just just a single bad day, but it wasn't like it's not a an aggregate of the of the whole uh ecosystem. But I'm glad that we finally figured out a way to share this that's scientific, that is math driven, and is not like it's my hunch, and then I have to go ask everybody else.

SPEAKER_01 2:13

And so or I have to go dig through a bunch of ad accounts to see if it actually was the case or not.

SPEAKER_00 2:17

This is such a cool tool, and I will just say this like this what what the team built, the bad day detector, they built it in all of this in like less than a week. And I'm mind-blown looking at it, seeing like now, just just for reference, because I know Dylan's gonna talk about this, but like we have a data scientist who is our co-founder named Cliff Brown, and we also work with some uh developers for our software Breezeway. Go check out Breezeway.co. It's a meta-adge management optimization tool that basically helps you make statistical, good, smart decisions based on your business. And we work some really smart people, and I love that they can bring the math to the to the table, whereas we bring the observations to the table. We're like, hey, we could just observe that out of 200 plus people, we can go look at all these accounts and we're in optimizing 50 accounts a week. We could observe that there was a down week, but they're able to come and say, hey, based on all of the all of these accounts, statistically based on the all of the data that's being pulled into Breezeway, these are good days, bad days, very bad days, normal days, et cetera. And I love that.

SPEAKER_01 3:21

And and honestly, I think you touched on this already. The the hardest part about meta-ads, and I think why people instinctively run to Reddit or our community in the in in the programs to say, to ask, is it a bad day? is because people live in isolation when it comes to meta ads. All you have access to is your dashboard. So you see the ups and the downs that you're experiencing, but you don't know if those ups and downs are because you changed your free shipping threshold or you changed your website or you launched a new ad or whatever. You don't know. So then you're questioning, okay, do I optimize based on this terrible day? I've had good day, good day, good day, good day, awful day. So now do I optimize my ads based on this awful day, or was this awful day completely out of my control? And that becomes that becomes where people really struggle and they go to Reddit or they come to our community and they ask. Like I said, in in coaching for for our clients, I have started to get really good, I think, at identifying these bad days because here's what usually happens people will come to coaching, usually on like a Tuesday, and I will look at the first account and it's like, okay, this is strange. Bad day or good day, good day, good day, bad day, bad day, bad day, good day, good day. And they come to coaching, you know, on Tuesday, and I'm looking Wednesday, Thursday, Friday were bad days. And I'm like, that's really strange. Where even I'm I'm a little perplexed. I'm like, why all of a sudden would this account have just failed? And we don't like to assume that Meta is having a bad day. Like, we need to take ownership. So we assume that something happened. So I'll go through and I'll look and say, okay, what what can I find? What maybe changed? Did you launch something? Did you change something to identify what caused that bad day? And then I go to the next person and they had a bad day on the same days. And then I go to the next person and they had a bad day on the same days. And then I start to be like, okay, I think this is actually probably a widespread issue, and that's what we've what we've kind of started to find. So that's why we created this because it's going to help us very clearly see good days and bad days. It's actually crazy. And by the way, for those of you that are like, I just want to see the thing, uh, you can go to e commerce alley.com slash bad day and you can take a look at it. All together. Bad day. Dehyphenate that. All right, bad day.

SPEAKER_00 5:41

Sweet. So See, by the way, I think you should on YouTube, you should put a screenshot so they could see what it looks like. There well, it's already on it right now. Oh, it's already on it right now.

SPEAKER_01 5:50

Like they're they're looking at it right now.

SPEAKER_00 5:53

Us?

SPEAKER_01 5:53

I'm editing it right now. It's on it's on top of us right now.

SPEAKER_00 5:56

It's on top of us right now. All right. See that's how it works. I'm not looking at it. So I'm like, I think we should all look at this. It is so it is so cool. And it's free too, right? It is. It is free, yeah. It's free.

SPEAKER_01 6:06

Now, what we're gonna do in this episode, I'm gonna walk through basically the visuals and what we kind of observed using this tool because now this opened up for us. We're now able to make us observations and assumptions with actual data, where previously we were kind of just going off of what it you know kind of looked like and felt like. Now we have the hard data. So I'm gonna run through all the data for you. It might be maybe a little bit hard to see just listening on the on the audio.

SPEAKER_00 6:30

So I'm gonna try and if I get confused listening because I'm not looking at it, and I know you've been involved in in building it, um, I will stop and ask the question and you clarify. Yeah.

SPEAKER_01 6:39

So so first I want to explain how the graph works. So it's well, I guess first off, I'll I'll let you guys know it pulls in data from from Breezeway. Right now, it's pulling in about 50 businesses worth of data. Anyone spending over $500 a day, just because for the statistical part of it, we needed to remove the noise of uh ad spend under $50, $500 a day. Sorry. So we removed anyone under $500 a day, which left us with around 50 businesses that we felt would be good for this for this tool. On top of that, we pull in data from Meta, Shopify, Cloudflare, and AWS. Any outages that those tools report, because what we found actually is sometimes a bad day on Meta is not actually because of Meta, it's because Amazon or Shopify or Cloudflare. Exactly. So it also pulls that in because if everyone had a checkout problem on Shopify, well, that's gonna probably hurt Meta, right? So we pull all that in. So you can actually go and click and see down at the very bottom of the chart, there's little yellow triangles, and you can see when the outages were reported, and then you can also see the bad day that may have correlated with that. So the graph is is pretty simple, I think, to understand. I'm gonna explain really simply what it is. So when you go to look at it, you understand how to look at it. So there's a zero line, and the zero line is a normal day. Basically, I mean it's zero. It's not good, and it's not bad, it is normal. Basically, think of it as like it's your breakeven day. Not really, but kind of. So that's your zero day. When you go into negative one and negative two, it's a little strange. Negatives are actually good. So negative one, negative two is a good day and a better day. So negative one is like, hey, this is actually better than average, and negative two is like really way better than average, right? And then it goes the other way. There's positive one, positive two, which makes not a great day, and then a oh, not a pretty bad day, right? So that's how the graph works. And we actually have data all the way back.

SPEAKER_00 8:41

This graph was actually crafted on opposite day. I don't know if you guys have heard of opposite day. They're just like the negative is the positive and the positive is the negative.

SPEAKER_01 8:48

Yeah, I think it's something to do with statistics. Yeah, yeah. I I believe, I believe I'm I'm making this up, so Cliff will probably tell me it otherwise. I think it's because we're measuring bad. So the positivity says it was positively bad. Bad. Yeah, yeah. I think that's I think that's what's going on.

SPEAKER_00 9:05

And it was how bad it is was positively negative, so that was a good day.

SPEAKER_01 9:09

Exactly, exactly. It's really, really confusing.

SPEAKER_00 9:12

It makes sense when you look at the chart and it's color-coded. Just look at that. It's scatter, it's like a scatter plot, right? It's just a scattered dot.

SPEAKER_01 9:18

Yeah, just look at the colors. Everything will be fine when you look at the colors. Now we have data going back to August 10th. So that's about eight months of data. So what I did for this podcast is I basically went through and looked at all that data and put together observations for that. So we're gonna walk through this starting August through October. August through October, when you look at the graph and you look at the max, there's there's three timeline settings. There's 90 days, 180 days, and max. Uh, when you look at max is when you get that August data. August through October was really, really calm. There were very few outages reported, and really there were there were barely even any bad days, which I think a lot of people probably felt. You know, August, September, October was pretty smooth, pretty good. Now notice I'm stopping at October because when we move to November, uh, that's when some outages start to pop up. You'll see a few yellow triangles. Now, something that was kind of interesting that we noted when we when we built this graph is that an outage doesn't always result in a bad day. So sometimes you can go to the metastatus page and look for an outage. Maybe you experienced a bad day, and then you go and you look at the meta-status page, and it shows that they had an outage, and you're like, oh, that must be why.

SPEAKER_00 10:31

Yeah.

SPEAKER_01 10:31

Not always is it aggregate for everyone that an outage results in a bad day.

SPEAKER_00 10:37

So that was kind of an interesting learning. That is interesting. So that makes me think two things. Number one, it could be a macroeconomic thing. Could be. Number two, Meta's just lying. Yeah, yeah. Their delivery went whack because there are days where there are not outages, but then suddenly we see the quality of the people coming through and the traffic and converged rate plummets, and they're just sending junk traffic. So maybe. Yeah, yeah.

SPEAKER_01 10:59

No, I think I think there's definitely and then on the flip side.

SPEAKER_00 11:02

It definitely impacts things, though.

SPEAKER_01 11:03

Yeah, and then there can also be there can also be an outage reported where there is actually an outage, but the results didn't actually get poor because of that. So there's kind of the flips, and that's what's so great about this graph is that it basically removes all of the ifs, ands, or buts about was it good because of this, was it bad because of this, was it good? Bad doesn't matter anymore. Now you have this graph that tells you exactly that. So mid-November, we start to see the outages pop up, but they didn't impact performance. And that's, I mean, you can see this is basically what we just talked about. The outages showed up, but it didn't impact performance all that much. Then when we got into December, this was kind of interesting. And I think I'm trying to remember back to December, and I feel like this was the case. Maybe you remember better than I do, but beginning of December, it was it was like like December 8th, I believe, through December 22nd. There was a lot of volatility. And that's when you start to see when you look at that 180 or max timeline on the graph, a lot of red dots start to show up. It's like, oh, okay, that's you know, got some bad days. Now, there were some like good days mixed in there, but what I noticed is the bad days are usually worse than the good days. So, like, if a bad day hits a two, the good, the great day only hits like a 0.5 or a 1.5. So the bad days are actually worse than the good days, and that's why you feel the bad days even more. And then this was really interesting. We didn't build this necessarily to identify this, but we did, and it was kind of cool. December 23rd through December 30th, we had some of the best results that we we've actually seen. It was you could argue actually off the charts because it went to it had the best performance that we'd ever seen, and I think it hit a one point a negative 1.6, which is really good. Remember, negative is good, positive is bad, negative 1.6, and that's like off the charts, incredibly good. Cliff actually calls it the fabled Q5, right? It's the it's the time where people cut their ads after Christmas and everything, they cut their ads, clicks get incredibly cheap, and conversions skyrocket. And we literally see that in the graph. It's really cool.

SPEAKER_00 13:16

You can just see that spike. It's so yeah, it I when we looked at that, it was so interesting because I'm like, oh, this is so valid to me because we tell people, hey, and I use the blood in the streets analogy. When there's blood in the streets you buy, and I look at like right after Christmas, the blood in the streets is everybody saying, Oh, like everyone's already bought, nobody's gonna buy. I'm like, man, that's when like CPMs cut 40, 50, 60 percent. Like it's the cheapest time to advertise, push more in. We usually increase budget after everybody pulls back. And I love that now we have data to tell that story. Yep, because I'm like, hey, this is gonna happen. Just trust it, trust it, trust it. And some do and some don't. So that was really cool to see.

SPEAKER_01 13:52

Yep. And then so so we've gotten basically through Q4 at this point, and it I think it kind of is what we expected, right? This is something that Meta does that I'm not sure everyone's necessarily aware of, but in Q4, Meta does a code stop, which essentially means they don't push any updates, they don't change features, they don't, they don't do anything. I think it's because they know when they do that, things go poorly. So in Q4, they don't do any code changes or feature pushes.

SPEAKER_00 14:23

There are very few outages in Q4.

SPEAKER_01 14:25

Yes, yes. So, and that's why, because the the code stop is is is kind of what does that, and that's why they do it. But just because they stop the code doesn't mean they stop making things. So when the code stop is released and they're allowed to start pushing code, guess when that happens? Q1. So they they go in in Q1 and they start pushing the things that they've been building over Q4 because, like I said, the engineers don't just take the quarter off, they're still working on things, they just aren't pushing it live. So they're working on all this stuff, and then January comes into Q1 when they start releasing this stuff. Now, January actually started okay, and I don't know uh exactly when Meta's code stop actually releases and stuff, they don't necessarily share that, but the beginning of January was really good, everything was was smooth, and we were like, hey, we're off to a good start of the year. Then January 13th hits, and you can actually go and look on the chart, see January 13th very, very clearly. And this is actually it was rough. Like it wasn't it was I I this falls off the bad day chart. Not actually, we had to extend the chart to show it because if you think about it, this is like a it's a plus or minus good, right? So if you've got up to negative two, means that's like really good. Negative two is like abnormally good. Positive two would be like abnormally bad. It's the same metric, plus two, negative two is the same. On January 17th, uh sorry, January 26th, it hit a 5.5. So think about it. Two is like pretty bad. That's like, you know, equal to a negative two. That's what we would expect. A five point five is like off the charts. Like I said, we had to extend the chart up to a six to show that bad day. The best day we ever recorded was the negative one point six December 30th. The five point five is so far off, it it was it was crazy. Like seven points over.

SPEAKER_00 16:33

I love how Cliff described it. He's like, this is almost the equivalent of what was it, like being struck by lightning. Yes. A negative four is like getting eaten by a shark, and negative two is like getting a flat tire, and like you just gave like Cliff always has a good analogy for everything. And you know what's interesting? You said January 13th, and we know that on January 14th, MetaGem released. Yep. And MetaGem, I'm not gonna rehash all of that. We did it, we did an episode on it a couple back, I think. Yeah, episode 229. 229. Oh, thanks for thanks for knowing that. Gem stands for generative ads model, and meta rolled that huge shift out, which now organ organic begins to signal to paid. We need a whole workshop on on this for all of our clients, but it's interesting the timing of that because all of our clients were crushing up through mid-January. We had clients who were spending having record days, and they're like, what is even happening? And then Jem rolled out, and then things started to shift.

SPEAKER_01 17:27

Yep.

SPEAKER_00 17:27

So the timing makes a lot of sense.

SPEAKER_01 17:29

Exactly that. I I actually pulled some of the the articles that Meta released in that time period just because I wanted to see how that lined up. And yeah, the the article came out January 14th, and then there was another one January 17th, which lines up perfectly with with that. And like I said, Meta had been work Meta didn't just like all of a sudden in January start working on this. They had been working on it in Q4 and rolled it out in in Q1. So you're looking at this, you if you're looking at the chart, you're seeing a massive, massive, massive spike in mid-January, and and that's what it is. Now, this is where it gets kind of interesting in both regards. This is not this is not all doom and gloom, right? People might now be listening to this, like, why would I even advertise on Meta? I want to remove that thought and show you what this actually actually is starting to look like now. So when you zoom out, I want to I want to uh look at the last few years. In 2023, Meta released Advantage Plus Shopping campaigns at the beginning of Q1. That was the same concept. The same concept where Meta started to roll something out. We didn't know if it would work, so maybe people used it, maybe people didn't use it. It was a whole thing. Beginning of Q1 for 2023, Advantage Plus shopping rolled out. 2024, beginning of Q1, detail targeting was removed. So advertisers that were using detailed targeting who hadn't switched to Advantage Plus yet got throat chopped because detailed targeting was removed. No, that's my word. I use it all the time. I know, I I pick up things that you said.

SPEAKER_00 19:09

I see that no, you you you you're gonna put like they were thrown for a loop, but you went with they were throat chopped. Yeah, I say that.

SPEAKER_01 19:16

And then 2025, Andromeda rolled out. And that was like late Q1 into Q2. Yep. It probably took them a little bit longer than they hoped to get that ready to roll, which was obviously a major change. And then in 2026, they update Gem. So every year, and it's kind of funny in coaching. I had I had someone ask me in coaching, they said it feels like this happens every year that that meta goes on the fritz in Q1. Yeah, I think it does.

SPEAKER_00 19:44

And you know what? You know what's kind of interesting too? After every Q1, we always have to go film a lot more content. That's true. That's true.

SPEAKER_01 19:50

It's because meta rolls out.

SPEAKER_00 19:51

They roll out something. We gotta go through some stuff, yeah.

SPEAKER_01 19:54

Yep. So, but here's the thing the bad days fade. And that's the thing that I think people don't they don't know if they will. People are looking at the data right now. Maybe you're going and looking at the bad day detector, and you're like, why would I advertise on meta? Well, it's because the bad days don't stick around. And and actually, here's the crazy thing. You you're probably gonna hate me for this, but I actually think rather than blaming meta, or rather than saying, ah, I'm not gonna advertise on meta anymore because blah blah blah, uh, we should actually thank Meta. I know it's not probably what people thought I was gonna say, but we should thank Meta because now we're starting to look at what's going on recently. And we we have the good days and the bad days that are that are plotted. And the the good days are getting gooder. I know gooder is not a word, but I liked it. The good days are getting better. The good days, you can actually look at the chart and you can see the blue dots are getting further and further and further and further away from zero. Now, the red dots are getting closer and closer and closer and closer to zero. So you can actually see the bad days, severity going down and the number of good days increasing. So, what does that mean? My my observation for that is that whatever meta rolled out really hurt. It really hurt beginning of January. But then now, as things are starting to get more stable, and more importantly, I think it's after we adapt to what meta rolls out. I think that's the big thing. We have to adapt to the the algorithm change or to what meta rolls out, and as we adapt and as meta's code figures itself out, things get better and better and better and better. And the craziest thing that I actually saw was March 23rd. March 23rd, we had the best day reported on this tool since December 30th. That like stellar day back in December. December, we had a negative one point two, which maybe doesn't sound like a lot to you, but go look at the visual, look at March 23rd. It was the best day we've had all year. So things are getting better, and was Meta having a bad day. Uh yeah, meta Meta had a lot of bad days. So it wasn't just you. You're probably on Reddit, you were probably looking around, and yeah, Meta was having a bad day. But we have to allow Meta to roll things out and make changes and fix things because it will help us in the future. It'll help us. We've seen it with Advantage Plus, we've seen it with Andromeda, we've seen it now with Gem. This is gonna happen again. And here's the thing the the advertisers who go and panic when Meta has a bad day, who kill their campaigns or slash their budgets or restructure everything or think that it was them and they need to go change something, they're the ones that get hurt the most. Because if you if you flinch and adjust and change really, really fast, then you're gonna break things more than what already happened. Meta will fix itself, but it's a lot harder to fix your campaign after you've after you've broken it. So now that you have access to this tool, we're encouraging people to bookmark this and use this instead of the meta meta status indicator because this is actual data. It's not just oh, the server was down. This is like actual e-commerce data that's that's fueling this. And we've been telling our clients since mid-January that Meta's having bad days and not to do anything, don't touch anything. Maybe scale your budget down a little bit if you can't if you can't hold it, but hold your ground. Hold your ground is what we've been telling our clients. And now things are getting so much better, and it feels great to actually see that happening. And and the the the biggest thing, don't don't live in isolation anymore. If you don't have to, don't live in isolation. Bookmark this, use this now as your bad day detector, and don't freak out when when a bad day actually shows up.

SPEAKER_00 24:04

I I think that this is I love that we have math behind this, but I mean, like, you know, we've been doing this for 13 years, and and you know what, 13 years ago, meta-head issues, 12 years ago, 11, 10, 9, every single year it happens. And it makes me think of who are you going to choose to be no matter what? How are you gonna choose to behave? Like, I believe that you need to predetermine your behavior before you have to before the situation arises. Yeah. Like, if every time that Meta has an issue or your business comes up against, you know, a big obstacle, your first response is to blame, to seek validation that the the macroeconomic of the ecosystem of Meta is bad, or that the economy is bad, or that tariffs are gonna impact us negatively. If your first response is to seek validation of fear, man, that's hard. Maybe you're not cut out for entrepreneurship. Yeah. And so I think that this is this is something the big takeaway, I believe, is like, yes, we're giving you a data-driven thing to validate your feelings uh about performance. But here's the thing those are just simply outputs. What the heck are your inputs that are the behaviors and the way that you will operate and how you will think no matter what? And I think about two years ago, it are a year and a half, I don't know, that at our first event that we did, we held an event in Orlando. And on one of my final sessions, I played a video snippet by Jocko Willink called Good. Yeah, and it was so good, for lack of better words. For lack of a better word, right? It's like and it's something that I've just really carried. Like it's just stuck with me as he's like, you didn't get the gear that you wanted for the mission, good. The thing didn't happen how you wanted it to work out, good. Something bad happened in your life, good, because that is the beginning of showing who you can be, and you have this opportunity to overcome that, to become better, to come back, be to be more prepared. And I just think literally all of this stuff are outputs. You just have to decide what inputs will I do no matter what. Yeah, so like all of this stuff, we see this all the time. We had an observation that Meta was doing bad. Now, our our Breezeway team was really awesome, and they're like, let's statistically back your feelings. And they did that. And I'm like, it doesn't matter. It doesn't matter that for the last two months at the time of this recording that meta has been having issues because what have we done differently? Yeah, what are you gonna do? Yeah, what internally at the e-commerce sally? I'll tell you what we do when Meta goes to crap. We launch new ads every single week. Yep, we run email, we run email campaigns, we create content, we do the same stuff no matter what. And I think the takeaway for anybody listening is who freaking cares what meta's doing? Yeah, like Meta's having a bad week, a bad month, a bad it doesn't matter. Do what you can control. Control the inputs. You know what we do? We make sure our ad spend percentage is in check. We make sure that we are testing new offers, we make sure we're create building new creative, we make sure that we're learning, we're testing new messaging, where we make sure that we're split testing every step in our entire funnel. We control the inputs because the outputs are a result of that over a long period of time. And sometimes the inputs don't get as much output because there's third, there are external things impacting that, like meta, but like freaking just control what you can control.

SPEAKER_01 27:23

It's actually funny that you mentioned that because a lot of the times when I tell people Meta's having an outage, they're like, Oh, so should I like not launch ads this week?

SPEAKER_00 27:29

Oh my god.

SPEAKER_01 27:30

I'm like, why would that even be the first thought in your mind? Actually, that would be the first thing that I do because negotiable part of your business.

SPEAKER_00 27:37

Here's what I think. Here's what I think, and this is kind of now turning into a little rant session. Here's what I think is like would you ever choose, you know what, this week, I'm not gonna ship out the orders to the customers that just placed orders. No, no, it's like, okay, you need to, you need to behave as if this thing, if it's uh if it's going to help you accomplish your hopes and dreams and goals, is a non-negotiable part of your business. So advertising is a non-negotiable part of your business if you truly want to grow and have predictability and consistency in new customer acquisition. Launching new ads every single week should become a non-negotiable, the same way that you would ship out products on time when people actually order them and you don't, you're not like, oh, I'm just gonna skip a couple of weeks of shipping out these orders to people. No way would you do that because you know why? You would feel the impact negatively of nasty emails and all that. But here's what happens with marketing, we think the same thing. You know, we could just let off the gas, we could just that's negotiable. I could just not do that thing. And you know what? You may not feel it in a day or two or a week, but in two weeks, three weeks, four weeks, now you're like, oh no, everything's bad and I'm plateaued or I'm or I'm shrinking, and it's like, yeah, no duh dummy, because you literally stop the inputs that are getting you to where you need to go.

SPEAKER_01 28:45

Yeah, I've seen time and time again, people will like freak out, drastically, drastically, drastically decrease their ad budgets when something like this happens. And then they're stuck for the next week, two weeks, three weeks, month, even more climbing out of that hole because they've yeah, meta dug you a hole and now you're you're sitting in it, but meta will also dig you out of that hole because it's not that deep. But then when you go and touch things and change things and decrease your budget or you know, whatever, you've dug yourself an even deeper hole. And I've seen this happen, you know, where it's been a month, two-month-long hole where someone just goes and touches and changes and freaks out, and then it actually hurts them far, far, far more than if they would have just let it ride.

SPEAKER_00 29:33

Here, and that's how I think. You know, when things hitting the fan and everyone's like, oh, everyone's talking about and all the groups and communities and stuff, I'm like, oh man, this is so bad. Guys, you should all go pull your budgets. You should all back it down. You should all let your competitors do that. You know, if you're thinking, and guess what? Your competitors are thinking the same thing. They're probably doing the same thing. So if you can have the mental fortitude and the ability to just stay steady and say, hey, I'm calm under pressure no matter what, we're just gonna keep doing the thing and control what we can. And then when everybody pulls back and they're fighting to get back on track because they yanked all their spend and they're having trouble getting it re-optimized and they have to go through a learning phase again. Yeah, we're just sitting here and we have we're we're already now a step ahead because we had literally the behavioral control to not change things.

SPEAKER_01 30:13

Because then when Meta goes and has the best day since Q1, you are ready for it with the budget you already had. All right. Well, that's all we have for this episode. Uh, if you want to check out the bad day detector, go to e commercealley.com slash bad day. And then if you want to to learn more about this, you can uh actually sign up for Breezeway on that page as well because this is all powered by Breezeway. Breezeway is is what has allowed us to pull all this data together and and build this. And we're gonna be putting so much more like this into Breezeway. We're currently working on studies for spend detection, where we actually found that Meta paces your spend differently on a good day and a bad day. We might be able to even let you know about a good day or a bad day that morning. It's pretty crazy what Cliff is working on. We're really excited for that. So if you want to get in the Breezeway bandwagon before before it leaves the station, I'm not sure if any of that made sense. There's a link at the bottom of that page to check it out.

unknown 31:07

Cool.

SPEAKER_00 31:08

Cool. See you guys in the next episode.