United Parks & Resorts

Meta paid media performance — portfolio-wide.

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Meta Ads Analysis · All Parks Accounts · Jan 1 – Jun 10, 2026

[All Parks] Meta Ads Performance Audit & Recommended Actions

Meta Ads Performance Summary · YTD 2026
Objective Media Spend9 active ad accounts Attributed RevenueMeta incremental attribution iROAS Optimization Headroomsee waterfall
Total $7.43M $24.3M 3.28x (2.79x park-specific*) +41.0% (→ 5.30x)
Conversion $6.49M (87%) $24.3M 3.75x (3.01x park-specific*) +32.4%
Awareness / Traffic $944K (13%) $82K 0.09x +8.6%
Data source · SeaWorld Parks & Entertainment Meta Ads Reporting · 1 January 2026 – 10 June 2026
park-specific = attributes only like-for-like park-property conversion revenue to park-property advertised (excludes cross-park “halo” revenue); measured from the 5 park-dedicated ad accounts only
Contents · Click any finding to drill
I · The Five Findings01 II · The Lever — ASC vs Manual, every grammar02 III · Account Command Center03 IV · Where The Dollars Actually Land04 V · Six Tactical Adjustments & Dollar Lift05 VI · Attribution Settings — Inflation Source06 VII · Cross-Attribution — Where Credit Lands07 VIII · Attribution-Window Migration08 IX · Objective Mix — Funnel Allocation09 X · Audience Suppression Composition10 XI · Measurement & Naming Hygiene11 XII · Audience Demographics12 XIII · Platform & Placement Mix13 XIV · Secondary Properties14

Meta Ads Portfolio Optimization Levers Waterfall ?

Lift ∆s benchmarked against intra-portfolio comps + Meta native projections12345911.

Audiences / Signals— · supports waterfall lever: geo + SOR value rules · +3.5%

Geographic spend distribution. ?

Current in-state share per park

% of Sales spend delivering in the park's home state · optimal mix pending CRM visitor-origin data
Cross-portfolio P·01 · supports waterfall lever: full-funnel + seasonality weights · +4.2%

Go-forward objective mix. ?

Objective spend mix · %

Sales · Awareness · Traffic

Objective spend · $

Absolute dollars per objective
Cross-portfolio P·02 · supports waterfall lever: parks cross-pollination + compounding · +6.6%

Cross-park iROAS gap-to-best-in-class · ASC + Manual. ?

Cross-portfolio P·03 · supports waterfall lever: full-funnel + seasonality weights · +4.2%

SEAS portfolio ad footprint · live active ads. ?

Only 11 of 23 SEAS pages run active ads — 12 pages sit dormant (SW Corporate, alt pages, all 4 Howl-O-Scream). Cedar Point already ships 350 fall-season presell ads in July while Howl-O-Scream runs 0. Waterparks (WCU 17, AIT 60) and Sesame Place (both pages ~18-19) run active but under-invested vs their contribution potential.

Active US ads per SEAS page · Meta Ads Library scan

green = active (25+ ads) · amber = under-invested (1-25 ads) · 12 dormant pages hidden · pull date 2026-07-20
Audiences / SignalsB·01 · supports waterfall lever: ASC vs. manual tuning · +4.4% + parks cross-pollination evidence

ASC vs Manual buying mix · per park. ?

ASC out-delivers Manual on incremental ROAS at every park, yet Manual still holds the majority of Sales spend at most parks (Aquatica 91%, BG Tampa 73%).

ASC vs Manual · % of Sales spend

per park · ASC vs Manual · hover for iROAS

Incremental ROAS · monthly trend per park

own park-pixel · Sales objective · Mar/Apr seasonal peak
Audiences / SignalsB·02 · supports waterfall lever: optimization events + attribution · +4.2%

Attribution window settings & performance. ?

Current window mix · Sales spend

% of Sales $ on each window · 1dc / incremental best → 7dc+1dv worst · Other = minor variants
Audiences / SignalsB·03 · supports waterfall lever: measurement infra · +0.8%

Measurement & naming hygiene. ?

Naming → targeting mismatch

Prospecting-named Sales ad sets running with no customer suppression · $ & count (heuristic flag — review before action)
Audiences / SignalsT·01 · supports waterfall lever: A+ placements · +2.4%

Platform & placement mix. ?

Feed dominates (64–69%); Busch Gardens & Aquatica run ~11% Audience Network vs <1% at SeaWorld & Sesame.

Platform mix · Sales spend %

Facebook / Instagram / Audience Network

Audience Network · monthly trend

% of Sales $ on AN by month · Busch Gardens spiked 1.8%→15.4% in Feb, held ~12% through May
Audiences / SignalsT·03 · supports waterfall lever: A+ audiences & exclusions · +4.9%

Audience exclusion dynamics. ?

Exclusion coverage · source · lookback

unified matrix · all values as % of Sales spend per brand · conditional shading: green = high coverage / longer lookback / CRM-source · red = low

Audience-targeting conventions

$ per named segment · in-home-state delivery % shown prominently on each bar

ActionIQ CRM lists in use

51 lists all ActionIQ-sourced · shown as % of total AIQ list applications for context
Targeting / Exclusions T·04 · supports waterfall lever: A+ audiences & exclusions evidence (descriptive)

Audience demographics. ?

Age distribution · Sales spend %

share of spend by age band

Gender split · Sales spend %

female / male delivery
Creative C·01 · supports waterfall lever: creative diversity & iteration · +7.3%

Creative evidence. ?

Creative-side evidence for the 5.0% Creative-cluster uplift lives primarily in the Ads Library Intel tab — competitive scorecard, priority moves, and portfolio structural read across SEAS + peer set (Universal, Disney, Six Flags, LEGOLAND, Hersheypark, Cedar-Fair-merged parks). Deep SEAS-side ad-level creative telemetry (aspect-ratio coverage, A+ Creative Enhancement adoption per ad account, ad-set-level creative refresh cadence) requires an ad-account API pull — not currently connected. See Coverage & Data Gaps below.

Coverage & Gaps G·01 · waterfall levers without supporting supporting-evidence charts · recommended data source per gap

Coverage & data gaps. ?

Waterfall levers where we cite an uplift number but have no dedicated supporting chart. Order matches waterfall category priority. Recommended data source per gap; most require a Meta Business Manager API pull (Phase 2 scaffold exists).

Category Waterfall lever Uplift Current evidence Recommended data source
Portfolio Opt parks cross-pollination + compounding +6.6% ✓ CLOSED — see P·02 (this pass) Dedicated per-park ASC iROAS gap-to-best-in-class chart (data already in window.ASCPARK) — 1 chart, no new pull needed
Portfolio Opt — (merged into parks cross-pollination) merged None — interaction effect, no chart possible Readiness score based on # of levers already partially executed
Portfolio Opt landing page structure + relevance +1.6% None Page-speed audit (Lighthouse/WebPageTest) · mobile CVR benchmarks · membership-pricing page analytics (GA4)
Portfolio Opt full-funnel + seasonality weights +4.2% ✓ CLOSED — see P·03 (this pass) Per-brand $ share by month + seasonal activation calendar overlay (Meta BM extract)
Bidding / Attr CAPI / EMQ +1.5% None Server-side event coverage % per park account (Meta CAPI Gateway or ad-account extract)
Targeting A+ audiences & exclusions +4.9% Partial — demographics chart T·04 (descriptive only) Advantage+ Audiences vs manual-audience $ share per brand · lookalike seed freshness · interest-cluster coverage (Meta BM ad-set-level extract)
Targeting — (merged into A+ audiences & exclusions) merged None Audience-count coverage by funnel stage (TOF prospecting / MOF retargeting / BOF cart-abandonment) · Meta Custom Audiences roster extract
Targeting — (merged into full-funnel + seasonality) merged None Frequency distribution per park + bid-strategy mix (lowest-cost vs bid-cap vs cost-cap) · Meta BM ad-set extract
Creative creative diversity & iteration +7.3% Partial — SEAS vs peer-set in Ads Library Intel tab (77% video, 93% multi-var) SEAS-side per-brand format & aspect-ratio breakdown · ad-account ad-level metadata pull
Creative — (merged into creative diversity & iteration) merged None Adoption % per ad account (Meta BM ad-set setting extract) · per-brand enhancement mix (image / text / music / 3D)
Creative — (merged into creative diversity & iteration) merged None Median ad-set creative age + refresh interval per brand · Meta BM ad-set creation-date extract + rolling calendar

Priority to close first — Parks cross-pollination + compounding chart (data already in-hand) · A+ audiences & exclusions extract (largest uncharted lever at +4.9%) · Creative diversity & iteration SEAS-side breakdown (largest Creative gap at +7.3%). Together these close roughly 18-19pp of the +41% waterfall estimate that currently has no on-page substantiation.

Go-forward actions & efficiency potential. ?

Tier 1 · This week

A·1
Fix SWC + SWT "Domestic" geo-spec at ad set level.
Apply California / Texas exclusion. Reference: APO build (0.1% in-state). 38% of $240K combined "Domestic" budget currently misallocates to in-state — eliminating the leak redirects ~$91K back to the intended away-from-home tourist audience and removes the largest single drag on CA region iROAS.
+$165Kannualized lift (est.)
A·2
Resolve SPL Local audience adjacency (rename or tighten geo).
22.8% PA delivery vs 99%+ peer-park standard. Decide: Philadelphia DMA spans tri-state (rename to "Regional"), or targeting over-spreading (tighten to PA + bordering core only). Restores audience-spec discipline and unlocks comparable benchmarking.
spec hygiene$12K/mo at risk

Tier 2 · 30-day priorities

A·3
Move 25pp of Sales Manual budget to ASC, brand-by-brand.
SeaWorld Manual (2.25x iROAS) → ASC (4.04x, decayed 3.03x): $498K shift → +$388K YTD. Busch Gardens Manual (2.57x) → ASC (5.49x, decayed 4.12x): $345K shift → +$535K YTD. Aquatica + Sesame add +$134K. Total YTD lift ~$1.06M; annualized ~$2.3M. Pilot two weeks per brand, expand on confirmed performance.
+$2.3Mannualized · core lever
A·4
Codify APO ASC build as the portfolio template.
8.16x iROAS · 0.1% in-state on Domestic · clean attribution. Document the targeting spec, conversion event setup, creative pool, budget pacing. Roll to BGT (highest Manual book at 5.70x ASC ceiling), then AIT and the broader Aquatica account. Copy-paste discipline beats new-build risk.
1 templatecross-FL roll

Tier 3 · Measurement & reporting

A·5
Reset all stakeholder reporting to iROAS-primary, dROAS-paired.
Stop quoting 8.19x in isolation. Standard format: "Conv iROAS 3.75x / dROAS 8.19x / inflation 2.18x." Standardize attribution-setting policy (currently SeaWorld 7dc+1dv vs BG 7dc-only — same media, different reported reality). Carve Brainlabs out of Sales-obj scorecards. Saves credibility before next quarterly review.
policyall decks · 8 accounts
A·6
Close measurement gaps: WCW + AIT own pixels, UPR Florida origin diligence, automated monthly audit.
WCW activated May 2026 — install pixel before scaling. AIT routes credit via account-level overall. UPR Florida 10.71x iROAS needs origin verification (real or borrowed from sibling FL upper-funnel). Monthly Marketing API refresh (Phase 2 scaffold built) catches SWC/SWT-type bugs in Feb, not June.
infrastructure3 fixes + monthly

Secondary properties. ?

Discovery Cove is the portfolio's strongest performer — 5.56× iROAS — yet it carries the same measurement and attribution gaps: no dedicated discoverycove.com conversion pixel and 100% of Sales spend on view-inclusive attribution.

DISCOVERY COVE · DCO
5.56×iROAS
$482K spend · 80% Sales / 19% Awareness · 97% suppressed · discoverycove.com
⚠ no own pixel (account-level overall) · 100% view-inclusive attribution
ADVENTURE ISLAND · AIT
2.30×iROAS
$69K spend · 100% Sales · 100% suppressed · adventureisland.com
weakest iROAS in portfolio · routes credit via account-level overall
WATER COUNTRY USA · WCW
—unmeasurable
$49K spend · under Busch Gardens account · watercountryusa.com
⚠ conversion pixel NOT installed — install before scaling
Secondary properties shown compactly; full per-account treatment focuses on the four priority brands above.

Methodology & sources.

All figures YTD 2026 · Sales objective · own park-pixel · incremental conversion value as the primary KPI (default ROAS secondary). Priority brands: SeaWorld, Busch Gardens, Aquatica, Sesame Place (BrainLabs excluded as international; DCO = Discovery Cove). Lift estimates apply observed iROAS deltas with a 25% ASC haircut for diminishing returns; annualized = YTD × 365 ÷ 169.

Attribution · objective · audience suppression · naming  — SW Meta Ad Sets export (ad-set level, Sales objective, $-weighted)
Demographics  — SW Meta Age-Gender Breakdowns (17.3K rows)
Platform & placement  — SW Meta Placements Breakdowns (11.4K rows)
Geo  — SW Meta State Breakdowns (36.6K rows)
URL & UTM QA  — SW Meta Ads URLs export (Website URL + URL parameters, parsed per ad)
Competitive  — Meta Ads Library US Active — live Playwright scrape (see Ads Library Intel tab for pull date)

Caveats: naming→targeting leak is a keyword heuristic (validate before action). Geo current→optimal mix is pending CRM visitor-origin data (public DMO data too sparse to benchmark).

Organic Social intel. ?

Prior IG-follower / post-cadence data (pull 2026.05.31 workbook) removed — values did not tie out. Rebuild pending selection of an authoritative live data source (Meltwater, Sprout, Similarweb, or a direct Meta/IG Business API pull). Deprioritized near-term while paid-intel workstream is the focus.

Meta Ads Library · live active-ads scan. ?

SEAS wins attribution hygiene (0% off-domain landings, 52% UTM coverage vs 3%) and video mix (77% vs 38%). Competitors win placement breadth (Messenger + Audience Network 26-30% vs SEAS 9%). Threads is 0% for everyone — first-mover window still open.

Live active ads scanned
2,703
1,021 SEAS · 1,682 competitor
SEAS landing hygiene
0%
off-domain hops vs 30% for competitors
UTM discipline gap
52%
SEAS ads with utm_source vs 3% competitor
Placement breadth deficit
9%
SEAS on Messenger vs 26% competitor · same story on AN (9% vs 30%)

Portfolio scorecard · per brand

green = strong · amber = watch · red = fix · SEAS rows tinted gold · sorted by ad volume
Brand / page▲▼Portfolio▲▼Ads▲▼ ?Video %▲▼ ?Multi-var %▲▼ ?Msgr %▲▼ ?AN %▲▼ ?Threads %▲▼ ?Off-domain %▲▼ ?Off-domain hosts▲▼ ?UTM %▲▼ ?Top CTA▲▼ ?
SeaWorld San DiegoSeaWorld37882%97%0%0%0%0%—97%Learn More · 66%
SeaWorld Orlando AltSeaWorld31773%96%19%21%0%0%—0%Get Offer · 67%
SeaWorld San AntonioSeaWorld21284%76%0%0%0%0%—77%Get Offer · 40%
Adventure IslandWaterparks6065%100%0%0%0%0%—0%Get Offer · 100%
Sesame PlaceSesame Place1942%100%63%63%0%0%—0%Get Offer · 89%
Sesame Place San DiegoSesame Place1872%100%33%33%0%0%—0%Learn More · 56%
Water Country USAWaterparks1747%100%53%53%0%0%—0%Get Offer · 94%
Cedar PointSix Flags35050%91%31%31%0%98%sixflags.com · 3440%Shop Now · 98%
Universal Orlando ResortUniversal19542%90%62%87%1%13%fb.me · 20  /  uomeetingsandevents.com · 50%Get Offer · 43%
Six Flags Over TexasSix Flags18624%99%0%0%0%0%—0%Shop Now · 99%
Universal Studios HollywoodUniversal14425%98%91%98%1%7%universalhollywoodevents.com · 9  /  universalhollywoodyouth.com · 10%Get Offer · 54%
Six Flags Magic MountainSix Flags9036%96%0%0%0%0%—0%Shop Now · 96%
Six Flags Great AmericaSix Flags9030%93%0%1%0%0%—0%Shop Now · 100%
Six Flags Darien LakeSix Flags7535%100%0%0%0%0%—0%Shop Now · 100%
LEGOLAND FloridaLEGOLAND7459%100%0%0%0%0%—0%Book Now · 70%
Kings IslandSix Flags6636%100%42%42%0%100%sixflags.com · 660%Shop Now · 100%
Six Flags New EnglandSix Flags6128%100%0%0%0%0%—0%Shop Now · 100%
Knott's Berry FarmSix Flags5342%100%0%15%0%100%sixflags.com · 530%Shop Now · 100%
HersheyparkHersheypark4935%100%88%88%0%0%—94%Learn More · 47%
Six Flags Discovery KingdomSix Flags4736%100%0%0%0%0%—0%Shop Now · 100%
Six Flags Great AdventureSix Flags3727%92%0%0%0%0%—0%Shop Now · 92%
Walt Disney WorldDisney3669%97%0%25%3%0%—0%Learn More · 83%
Six Flags Over GeorgiaSix Flags3650%92%0%0%0%0%—0%Shop Now · 92%
LEGOLAND New YorkLEGOLAND3345%97%0%0%0%0%—0%Book Now · 76%
DisneylandDisney3119%77%0%3%10%6%fb.me · 20%Learn More · 71%
LEGOLAND CaliforniaLEGOLAND2928%100%0%0%0%0%—0%Book Now · 83%

Meta Ads Library · priority moves. ?

Four moves rank highest by impact-per-effort — three attack competitor gaps we're already ahead on, one closes the placement-breadth deficit that competitor sets currently own.

01
Fix UTM on SeaWorld Orlando (Alt Page).
SW San Diego runs 97% utm_source coverage on 378 ads. SW Orlando Alt runs 0% on 317 ads. Same buying team, same platform, opposite instrumentation. Apply the SD template to Orlando — one config change, unlocks 317 ads of downstream analytics coverage.
02
Open Messenger + Audience Network placements.
SEAS runs 9% Messenger, 9% AN. Competitor set runs 26% and 30%. Meta's algorithm rewards placement breadth with cheaper delivery. Adding both to all Sales objective ad-sets extends audience 15-20% at similar CPM with no creative work required.
03
Claim the Threads first-mover slot.
Every brand in this scan sits at 0% Threads — SEAS, Universal, Disney, Six Flags, LEGOLAND, all zero. First mover establishes the theme-park voice on the platform. Push all Sales objective ad-sets to 100% Threads placement — incremental CPM cost is negligible; category-defining upside is durable.
04
Turn on Howl-O-Scream ads ahead of the competitor calendar.
All four Howl-O-Scream pages sit at 0 active ads. Cedar Point already runs 350 active ads in July — many of them fall-season presell. Get Halloween creative live 4-6 weeks earlier to capture the same intent-window competitors are already buying.

URL & UTM tracking QA. ?

UTM fundamentals · source / medium / campaign

% of Sales $ with each correctly set — the baseline (97–100% across all brands)

Ad-level granularity · utm_content + utm_id

secondary — finer attribution below campaign level (refine after fundamentals)

Cleanup targets — current → standard.

Five findings. Click any to drill ↓

F·01
ASC beats Manual at 9 of 9 measurable parks — and contributes 7-19pp more incremental revenue than spend share. This is the lever.
SWO 4.64x vs 2.42x (39% spend → 55% inc rev) · BGT 5.70x vs 2.51x (27% → 46%) · APO 8.16x vs 2.73x (9% → 22%) · SPL 4.16x vs 1.10x (83% → 95%). A 25pp Manual→ASC shift across the portfolio recovers ~$2.3M annualized incremental conversion value at observed ratios (25% ASC iROAS haircut applied for diminishing returns).
~$2.3Mannualized lift potential
✕ close

F·01 · ASC vs Manual at every measurable level

iROAS per park

ASC (green) vs Manual (orange) · breakeven 1.0x

ASC over-indexes on incremental revenue

% inc-rev contribution minus % spend share
F·02
Default reporting is inflated by 2.18x — entirely an attribution-setting artifact.
Portfolio Sales-obj dROAS 8.19x ÷ Conv iROAS 3.75x = 2.18x. BGW lands at 1.00x because 77% of its Sales spend runs 7-day-click only and 17% runs 1-day-click only — view-through credit is excluded by setting. SeaWorld & Aquatica run 95%+ on 7dc+1dv default and inflate 2.0-2.5x. Same media, different settings, different reported reality. Move all reporting to iROAS primary.
2.18xportfolio inflation
✕ close

F·02 · iROAS vs dROAS, paired with attribution setting

iROAS vs dROAS per park

Attribution-setting share per park (Sales obj)

F·03
California is the laggard region (1.98x iROAS). Florida is the leader (3.25x).
FL $3.2M @ 3.25x · CA $1.1M @ 1.98x · TX $628K @ 3.21x · Other $604K @ 3.14x. Within CA, SWC Manual at 1.84x drags hardest; the SWC "Domestic" geo-spec bug below compounds it. SeaWorld brand ASC 4.04x / Manual 2.25x; Busch Gardens ASC 5.49x / Manual 2.57x — Busch is the most efficient on ASC, SeaWorld is the largest by spend.
1.98xCA region · weakest
✕ close

F·03 · Region & brand cluster iROAS

Region · ASC vs Manual iROAS

Brand · ASC vs Manual iROAS

F·04
SWC + SWT "Domestic" delivers ~38% in home state. APO delivers 0.1% — that's the reference.
"Domestic" is the away-from-home tourist audience and should be near-zero in home state. SWO 1.6% in FL · APO 0.1% in FL · BGT 0% in FL — correct. SWC 38.1% in California · SWT 38.6% in Texas — failing the spec. Two ad sets, geo-exclude home state, copy APO's build. Fix this week.
$240KCA+TX Domestic at risk
✕ close

F·04 · Domestic in-home delivery, per park

F·05
SPL "Local + Same Day + D&O" delivers 22.8% in Pennsylvania — Tri-State spread mislabeled as Local.
$61K labeled L+SD+D&O serves 22.8% PA · 27.8% NJ · 18.6% NY · 7.2% MD. Adjacency-pass rate 80.4% (peer parks: 99%+). Either the Philadelphia DMA spans PA/NJ naturally (rename audience to Tri-State or Regional) or targeting is over-spreading (tighten geo). Either resolution restores audience-spec hygiene at SPL.
80%adj. pass · 99%+ at peers
✕ close

F·05 · SPL state-level delivery

SPL · % spend by state

Home PA green · adjacency pale green · distant warm
Home (PA)Adjacent1-5%5-10%10%+

SPL top 10 states

The lever — ASC vs Manual. ?

ASC Manual iROAS

Per park · % stacked

ASC posture per park

Per park · $ stacked

Manual book scale = reallocation opportunity
Per-park ASC vs Manual MoM — % stacked

Per brand · % stacked

Per region · % stacked

MoM iROAS heat map — accounts. ?

Per park · MoM share of Sales spend
Per park · MoM share of incremental conversion value

Per brand · MoM iROAS

Per region · MoM iROAS

Account command center. ?

Click any account row to expand the full drill-down →

≥4x iROAS 2x – 4x <2x Click row to expand ↓
Conditional formatting: iROAS green ≥4x · gold 2-4x · red <2x · CPM green ≤$6 · gold $6-10 · red >$10 · CPC green ≤$0.75 · gold $0.75-1.25 · red >$1.25 · iAOV green ≥$200 · gold $100-200 · red <$100

Cross-attribution — where credit lands. ?

Default attribution

Own · same-region · cross-region, % of attributed value

Incremental

Same view on the incremental signal

Sources & benchmarks. ?

Individual lever deltas in the waterfall are triangulated from Meta's own platform-doc lift figures (largest-sample A/B studies and meta-analyses) and SEAS's own ad-account data (BG cleaner-attribution proof point, APO ASC ceiling).

[1]
Meta · Advantage+ Audience lift study. Meta-analysis of 469 A/B studies (236 lower-funnel, 150 mid-funnel, 83 upper-funnel) Jan 2023 – Aug 2024, global, all verticals. Result: −7% cost-per-result on sales objectives, −10% on traffic/engagement/leads, −15% on awareness. Hill House Home case: −76% CPL. Meta Advantage+ Audience overview →
[2]
Meta · Standard Enhancements study. 118K global advertisers, Q3 2022 (link-clicks / offsite-conv / LPV optimizations). Result: +14% incremental purchases per dollar spent vs non-adopters (statistically significant, per-user conversion capped at 5). Companion 154K-account study: −4% cost per result. Miriade case: −56% cost per purchase. Advantage+ Creative →
[3]
Meta · Reels 9:16 + audio + safe zone. 15 A/B studies Apr–May 2023, global, across e-comm / CPG / retail / tech. Adding native Reels creative to BAU campaigns: +13% ROAS, −16% CPA, +29% CVR, +11% reach. Safe-zone respect alone: +39% CTR. Human presence in creative: +27% CTR. Audio brand cues: +22-pt positive response. Reels Ads Guide (uploaded PDF) →
[4]
Meta · Advantage+ Campaign Budget (ACB). Controlled experiments on 64,000 campaigns May 2022–Apr 2024; confirmed by 42K autobid campaign analysis. Result: ~5% CPA reduction on average. Formerly known as Campaign Budget Optimization. ACB best practices →
[5]
Meta · Advantage+ Placements. Full opt-in across Facebook, Instagram, Messenger, Audience Network + Placement Asset Customization. Meta position: "reach more people at lower cost" — placement-level CPA optimization shifts budget dynamically to best-performing surfaces. Advantage+ Placements help →
[9]
SEAS own data · BG cleaner-attribution proof point. Busch Gardens portfolio migrated from 7dc+1dv → click-based attribution mid-YTD 2026. Portfolio-blended iROAS shifted 2.89x → 3.39x = +17% on the same spend, validating attribution-migration lift assumption for SW/Aquatica/Sesame accounts still on 7dc+1dv. Source: internal MoM ASC vs Manual analysis (finding F·02 / A·5). Jump: Attribution migration section →
[11]
SEAS own data · APO ASC portfolio ceiling. Aquatica Orlando ASC iROAS 8.16x — 2.7× the portfolio blended baseline. Second-best (SWT ASC): 4.91x. Reconciled cross-park templating opportunity: ~$2.22M annualized at ~15% gap-capture (waterfall bucket) → up to $4.6M at 30% ceiling capture. Source: window.ASCPARK per-park pull. Jump: Cross-park templating section →
[12]
SEAS own data · iROAS anchor derivation (recalibrated 2026-07-22). All headline iROAS figures now on Meta Incremental attribution setting, sourced from Purchase Conv Value by Park file (ad-set level, YTD 2026). Total iROAS 3.28x = $24.38M incremental ÷ $7.43M total spend (all 9 ad accounts, all objectives, any park-attributed Purchase event under Meta Incremental). Conv iROAS 3.75x = $24.30M ÷ $6.49M (Sales-obj campaigns across all accts). Awn+Traf iROAS 0.09x = $82K ÷ $944K (Non-Sales-obj across all accts — near-zero under incremental because Awareness/Traffic attribution is ~95% view-through, stripped by incremental methodology). Park-specific parenthetical (3.01x) = $17.33M ÷ $5.76M (park-dedicated ad accts only + park-property-specific Purchase events only — SWO/BGT/APO/SWO/etc. pixels — excludes cross-park attribution and generic Purchase events). Full methodology →

Superscript numbers throughout the Performance tab (e.g. [3]) hover for a one-line preview and click to jump here. Individual lever tooltips in the waterfall chart cite these same sources inline. Where SEAS's own data disagrees with an industry benchmark, we defer to the account-level data.

United Parks & Resorts · Meta Paid Media · YTD 2026 · Methodology & sources · Waterfall benchmarks