This episode is like a Meta scaling "early warning system" masterclass. Andrew, Brad, and guest Kurt Bullock break down why so many media buyers hit a plateau (even when ROAS looks "fine") and how to diagnose it before performance rolls over. The core idea: Understanding CPMR to give you a clearer view of whether you're actually expanding into new pockets of the market or just recycling the same people harder and harder.

They walk through how Meta's rolling reach report works, a sliding-window version that's more useful for ongoing decision-making, how to interpret overlap, and what to do when the numbers signal saturation (creative diversity, different angles/personas, bidding/exclusions tests, quiz-style funnels, etc.).Kurt also shares on the tool he's developed with the Foxwell Founders Community that automates these reports.

Key takeaways -

What's actually happing if your scaling spend while your rolling reach is flat.
What comes next when ROAS looks stable… but your net new reach % is dropping
The difference between rolling reach vs net new reach… and which one will predict your ad fatigue.
How tracking this metric will help you spot when delivery is getting expensive due to audience fatigue.
Are your "winning" campaigns winning because they're good… or because they're overlapping like crazy with what's already working?
The overlap % is the "uh oh" zone of death for reaching Net New Customers
How you might be leaning too hard on one motivator/angle and keeping Meta from finding new pockets even when launching fresh ads.
Why whitelisting is known for lowering CPMR and unlocking different ad distribution. -
Why testing with exclusions is still a good practice for your campaigns.
If you had one report to tell you "you're fine today, but cooked next month," would you be running it weekly?

To Get the Net New Reach Reporting Tool, head to https://tools.producedept.co/

This episode of the Scalability School podcast is sponsored by NorthBeam and they just launched Northbeam Incrementality. Northbeam Incrementality gives you easy, automated, self-service incrementality tests, while protecting you from the major mistakes so many people make while running incrementality tests. Your MTA handles the daily tactics, your MMM guides the long-term planning, and Incrementality provides the causal truth. It's a closed loop that allows you to scale what works and cut what doesn't. Right now when you head over to https://northbeam.io/incrementality, they're offering Scalability School listeners 50% off unlimited tests for a year when you join. Just tell them we sent you!

To learn more about Kurt Bullock, you can follow him on X https://x.com/KurtBullock

To connect with Andrew Foxwell send an email Andrew@foxwelldigital.com

To connect with Brad Ploch send him a DM at https://x.com/brad_ploch

To connect with Zach Stuck send him a DM at https://x.com/zachmstuck

Learn More about the Foxwell Founders Community at https://foxwellfounders.com/

Learn More about the The Hive Haus Creators Community at http://HiveHausUGC.com

Rolling Reach And Other Metrics For Scaling

Scalability School