Save Your ROAS Before October 20th (Meta's About to Break It)

Before we get started, is there anything specific you want to learn about? Let me know, as always, I appreciate all of you who reply each week and share feedback with me.

Okay, so picture this: 

You've spent months dialing in your Advantage+ Catalog campaigns. 

Getting the perfect static images. 

And even optimized product feeds. 

ROAS is humming along nicely. 

But then… September 1st hits. 

Suddenly, Meta starts auto-generating videos from your product images without asking. 

Your carefully crafted static ads are now amateur-level video slideshows that convert like garbage. 

And guess what happens….

Your ROAS tanks, your CPAs spike, and the only thing you're left with is wondering what the hell happened. 

Welcome to Meta's latest "gift" to advertisers…

In this email, we're going to be breaking down: 

• The September 1st API change that unknowingly flips Dynamic Media to 'on'

• Why this is DESTROYING performance for brands with weak video assets

• The exact damage control protocol I recommend so you can audit and fix your setup before October 20th 

Let's dive in.

Live Panel: How Leading Brands Navigate Peak Season

While most brands are still figuring out their Q4 strategy, the smartest operators are already studying what works. On September 9th, you'll get an exclusive first look at Loop's 2025 Benchmark Report, their most anticipated report of comprehensive post-purchase data from 5,000+ brands.

More importantly, you'll hear from a live brand panel featuring Oh Polly and Posh Peanut on the specific tactics they're using to keep margins healthy and customers loyal when the stakes are highest.

You’ll walk away with:

• An exclusive sneak peek into where your metrics stand against industry leaders

• Actionable insights you can implement before the holiday rush

• Proven strategies from brands that consistently win in Q4

The difference between thriving in Q4 versus merely surviving comes down to preparation and benchmarking.

[Reserve your spot 👉]

P.S. Register today and we’ll send the 2025 Benchmark Report straight to your inbox as soon as it's ready. 👀

The Change That's About to Break Your Campaigns

Meta announced on August 25th that starting September 1st, 2025, Dynamic Media will automatically be enabled for all new Advantage+ Catalog ads created through the Marketing API. 

This affects Single Image, Carousel, and Collection formats, with 100% enforcement by October 20th, 2025. 

Here's what that basically means in plain English: 

If you're currently running catalog ads through third-party tools, APIs, or any types of automated systems…

…Meta will auto-enable video creation from your product images. 

No warning email was sent to your laptop or any type of opt-in prompt. 

Just boom… your static ads become videos. 

Now the problem with that? 

Most product catalogs just aren't built for video. 

Your images might look crisp as static ads, but turn into total disasters when Meta starts animating them automatically…

And since video creative directly impacts delivery and cost, this change can quietly ruin your campaign performance overnight.

Why This Will Destroy Unprepared Campaigns

Now, Dynamic Media might sound helpful in theory.

Just let Meta take the wheel and create engaging video content from your existing assets… What could go wrong with that? 

Everything, if your catalog isn't ready for it. 

Here's what happens when Meta auto-generates videos from already weak source material: 

• Low-resolution product images become pixelated and choppy videos 

• Products with minimal visual appeal turn into boring slideshows that just kill engagement 

• The algorithm interprets poor video performance as campaign failure and throttles the delivery completely

We've already seen this with brands that tested Dynamic Media voluntarily. 

The ones with strong visual catalogs saw modest improvements. 

The ones with basic product shots? Performance dropped 20–40% almost immediately.

As of right now, you have until October 20th to get ahead of the 100% enforcement. 

Here's your exact action plan:

1. Audit your API Integrations 

Check every tool that creates Meta campaigns through the API. 

Advertisers can opt out of Dynamic Media, but you need to do it proactively through your API settings. 

2. Test before it goes live 

Manually enable Dynamic Media on a small test campaign to preview what Meta will create from your current product images. 

Look for quality degradation and awkward transitions. 

3. Restructure Based on Results 

• Strong visual products: Keep Dynamic Media enabled 

• Weak visual products: Opt out through API settings 

• Mixed catalogs: Split into separate campaigns for control 

The main key is really making this decision deliberately, and not letting Meta make it for you.

GA4 Is Wasting Your Time

Google Analytics 4 was supposed to be the future of web analytics... but for eComm brands? It’s become a bloated, frustrating mess. You’re probably spending more time wrestling with confusing dashboards and tagging nightmares than actually growing your business. It feels like you need a data scientist just to make sense of your own data, let alone act on it.

Heatmap's new web analytics tool changes all that:

Real-time, easy-to-read analytics

Built specifically for eComm metrics & behaviors

2-minute setup with zero dev work

Flat $29/month pricing, no scaling costs

👉 Get Set-Up In Minutes, Here!

Final Thoughts

This isn't like those other platform updates you can ignore.

The gradual rollout that began September 1st allows for testing, but once October 20th hits, you're locked into whatever setup you have. 

Brands that audit early and restructure strategically will keep performing…

But the ones that ignore this will watch their carefully optimized campaigns turn into expensive experiments they never actually asked to run. 

Don't let Meta's automation wreck months of optimization work. 

Get ahead of it now.

Want to learn more? Connect with me on social 👇
Twitter - LinkedIn - Instagram - Threads

Thank you for reading! I appreciate you.

Until Next Time ✌️
- Kody

Disclaimer: Special thanks to Loop Returns & Heatmap for sponsoring today’s newsletter.