In early March 2026, Meta restructured its entire attribution model – and the change has disproportionately punished premium ecommerce brands because of the way considered buyers actually shop. In this episode, Catherine unpacks what happened, why premium brands got hit hardest, and the strategic foundation shift that lets premium brands stop chasing platform updates and start building on what doesn’t change: their customer.

What we cover

• What changed in Meta’s March 2026 attribution overhaul, in plain English
• Why premium brands got hit harder than impulse brands – the validation-search journey explained
• The treadmill: why platform change is the pattern, not the exception
• What doesn’t fix the problem (better creative, switching agencies, more spend, AI course promises, more ad volume)
• The five strategic shifts that actually work for premium brands right now
• Why the dominant Meta advice – consolidate everything into one ASC – is wasteful for considered-buyer categories
• How Indagare Beauty has navigated the March change while growing acquisition, revenue and MER
• Three things you can do this week to find the leverage in your marketing that doesn’t depend on Meta