Insights

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Insights

Notes from Xentro on performance marketing, growth, and digital craft.

Paid Media2 min readApr 22, 2026
Meta Ads in 2026: when manual still beats Advantage+
Independent testing showed traditional campaigns matched or beat Advantage+ Shopping in 4 of 5 brand tests (BMG360, 2024). Here is how to decide which structure to run.
Mohammed AzimPerformance Marketing Lead
Paid Media2 min readApr 8, 2026
Creative testing cadence: refresh weekly, not monthly
Creative fatigue sets in within 7 to 10 days on most ecommerce ad accounts (Growth Jockey, 2025). The monthly refresh is too slow.
Mohammed AzimPerformance Marketing Lead
Paid Media2 min readApr 1, 2026
Why creative beats audience targeting in 2026
NCSolutions found creative drives 49% of sales lift versus 11% for targeting (IPA, 2024-2025). When the algorithm targets, creative becomes the lever.
Shayan NaderiContent and Growth Lead
Paid Media2 min readMar 25, 2026
SKAdNetwork is being replaced. AdAttributionKit is the next standard
Apple absorbed what was meant to ship as SKAN 5 into AdAttributionKit at WWDC 2025 (Singular, 2025). Most app teams are still optimising for SKAN 3.
Mohammed AzimPerformance Marketing Lead
Paid Media2 min readMar 11, 2026
Why MMM made a comeback while attribution collapsed
71% of advertisers rank incrementality as their top retail-media KPI; 56% of US ad buyers are increasing MMM focus in 2025 (DataSlayer; IAB).
Mohammed AzimPerformance Marketing Lead
Web Performance2 min readMar 4, 2026
Headless CMS won the velocity argument. Then organisations hit the wall
73% of businesses use a headless CMS and 98% of non-adopters are evaluating one (WP Engine, 2024). 70% of adopters cite organisational hurdles, not technical.
Reza MahdaviEngineering Lead
Web Performance2 min readFeb 25, 2026
Core Web Vitals and conversion: case studies the spec hides
Renault saw 13% conversion lift from a 1-second LCP improvement; Vodafone saw 8% sales lift from a 31% LCP gain (web.dev case studies).
Reza MahdaviEngineering Lead
Web Performance2 min readFeb 11, 2026
Image performance, conversion, and the AVIF advantage
AVIF compresses to roughly half the size of JPEG (Cloudinary, 2024). Carousell lifted LCP by 200ms by preloading product images and dropping lazy-load above the fold.
Reza MahdaviEngineering Lead
Regional2 min readFeb 4, 2026
Performance marketing in MENA hospitality: channel mix, language, Ramadan
Snapchat delivers 14% higher ROI than other media in the GCC despite an 8% spend share (Snapchat for Business, 2024-2025). MENA is not a Western plan minus a few platforms.
Hadise BazmiClient Acquisition Lead
UX & CRO2 min readJan 28, 2026
Why most landing-page redesigns lose conversion
Around half of radical redesigns backfire and 60-70% show no conversion change (CXL, Peep Laja). The fix is incremental testing, not bigger creative briefs.
Arman KhosraviDesign and User Experience Lead
Regional2 min readJan 21, 2026
Building a Nordic SaaS audience: localisation beats LinkedIn volume
8 of 10 Nordic consumers prefer native-language content despite 95% English fluency (Clear Tech Content, 2025). A documented Nordic GTM cut SQL cost from €890 to €245.
Hadise BazmiClient Acquisition Lead
UX & CRO2 min readJan 14, 2026
Checkout abandonment is 70%. Here is where the friction lives
70.19% global cart abandonment masks specific drivers: 48% from unexpected costs, 26% from forced account creation (Baymard Institute, 2024).
Arman KhosraviDesign and User Experience Lead
Strategy2 min readDec 31, 2025
The 82% in-housing flip. Why hybrid still wins
82% of major brands now run an in-house agency, up from 42% in 2008 (ANA, 2023). 92% of them still hire external agencies anyway.
Farsad FakhimChief Executive Officer
Strategy2 min readDec 17, 2025
The North Star metric trap
Around 25% of high-growth companies have changed or plan to change their North Star metric (Lenny Rachitsky, 2021). Single-metric obsession is a stage, not a strategy.
Farsad FakhimChief Executive Officer
Strategy2 min readDec 3, 2025
Rebrand or refresh? The decision criteria HBR uses
HBR rebranded a 102-year-old publication with Wolff Olins in 2024 because digital transformation outpaced its visual language. Most brands need refresh, not rebrand.
Arman KhosraviDesign and User Experience Lead

Meta Ads in 2026: when manual still beats Advantage+

Creative testing cadence: refresh weekly, not monthly

Why creative beats audience targeting in 2026

SKAdNetwork is being replaced. AdAttributionKit is the next standard

Why MMM made a comeback while attribution collapsed

Headless CMS won the velocity argument. Then organisations hit the wall

Core Web Vitals and conversion: case studies the spec hides

Image performance, conversion, and the AVIF advantage

Performance marketing in MENA hospitality: channel mix, language, Ramadan

Why most landing-page redesigns lose conversion

Building a Nordic SaaS audience: localisation beats LinkedIn volume

Checkout abandonment is 70%. Here is where the friction lives

The 82% in-housing flip. Why hybrid still wins

The North Star metric trap

Rebrand or refresh? The decision criteria HBR uses