“the age group below 25 is really neglected by most of the advertisers because they are usually very cheap to buy because they use social media more often and they don't have high purchasing power so cpms are low meta really loves spending on them because they're so cheap and they're going to create a cheap cost per trial but then the conversion down funnel is going to be very very poor”

Exclude users under 25 by default — cheap CPMs mask terrible trial-to-paid conversion

Meta's algorithm gravitates toward under-25s because they are cheap to reach, which looks great on cost-per-trial but collapses on the metrics that matter: trial-to-paid conversion and renewal rates. Burke's default is to exclude under-25s (sometimes under-30s) until enough data exists to model their actual LTV. The auction premium for older audiences pays for itself.