Cifra

@GeorgecomX the escalating credit is smart. do you check margin on the recovered orders after it?

One of my favorite Abandoned Cart flows: 1. +45min: Your order is ready to ship 2. +4h: Why we can offer a XX-day money-back guarantee 3. +1 Day: We granted you $5.34 in store credit 4. +1 Day: We increased your store credit to $8.54 5. +1 Day: Last chance: your store credit expires today

@EcomRedneck @mannybarbas_ how do you verify these are pulling actual new customers and not metas guess at it?

How I’m running ads right now. CBO acquire new customers campaign. Cost cap. Inflated budget. Flex media. 10 ads per adset for particular avatar. Different hooks. Feed the algo. Let it rip. Thanks @mannybarbas_

friday: where you swear youll stop checking the numbers and then check the numbers

@IshanV04 the leaks are brutal because theyre invisible one at a time. a couple cents on shipping, a fee here, a cost creep there. none of it shows up until you put the costs next to the revenue and actually see the real margin per order

As an ecom founder, you have to know every single inch of your supply chain Because once you actually look, you'll realize you're leaking margin every step of the way.

@TheecomMike the nano numbers are great. one thing im curious about, do the customers from nanos rebuy as well as the ones from bigger influencers? feels like trust-driven sales might stick longer

Most ecom brands chase the biggest influencers they can afford. Here's what happened when we tested different influencer sizes: - Mega (1M+): $8,000 fee → 340 sales → $23.52 CPA - Macro (100K-1M): $1,200 fee → 180 sales → $6.67 CPA - Micro (10K-100K): $200 fee → 67 sales → $2.99 CPA - Nano (1K-10K): Free product → 23 sales → $1.26 CPA A recommendation from a nano influencer feels like advice from a friend. Less reach, more trust, better ROI. Start sending free products to 15-25 nano influencers every month. Trust me.

@clayyroy that returning number only really tells you something over time though. 559 today is fine, but is it going up as you fix those three things? thats the part that actually matters

The easiest way to grow is to make your existing customers buy again. You already paid to acquire them. You already earned their trust once. Keep the product on point. Make the customer service good. Send it in packaging worth opening. Do those three things well and the whole business gets easier.

@rokhladnik meta doesnt fix the business, it just speeds up whatever it already is. good or broken

Meta can scale what exists. It can’t permanently save: A tired product. A weak offer. Bad margins. No retention. Slow creative testing. A business model that only works in screenshots. Media buying is powerful. But it’s not magic.

@aporiabuilds agree, but the second sale only matters if you can see it. most people track revenue daily and havent looked at their repurchase rate once. cant optimize what you never measure

The metric most ecom founders obsess over: Revenue. The metric that actually matters: Customer lifetime value. A customer who buys once is a transaction. A customer who buys three times is a business model. Stop optimising for the first sale. Start optimising for the second one

@Ecom_Matteo before changing all three, worth checking where people actually drop off. are they not clicking the ad, or clicking and not buying on site? tells you if its an ad problem or a site problem. changing everything at once works but you wont know what fixed it

New brand has really slow start: 700 USD revenue 1400 USD spend Now back to drawing board: - CRO on website - New offer - Ads script revision + make it congruent

@Seanfrank agree, new product is the real alpha. and your current customers usually tell you what to build next, what they rebuy, what they keep asking for. still a bet, just not a blind one

I just finished the greatest single month in the history of ridge. Revenue growth north of 50%. MER got better YOY. We can talk about bid strategy on meta if you want. Or we can talk about ai ads or hooks or whatever. But that isn’t where the alpha is. You can get 3-10% efficiency lifts there vs the whole market. But truly asymmetric bets happen outside of the ad account. We are in consumer, you need to make new stuff sometimes so your customers have something to buy.

@herrmanndigital yeah the problem is these look like a flop on their own. theyre built for reach not sales, so the campaign barely converts even while its feeding all your other ones. too easy to kill it by mistake. how do you measure what its actually adding?

Take your top best performing ads. Launch a sales campaign, but instead of optimizing for purchases, optimize for daily unique reach. Launch that campaign at like 5% of total spend. To me this has been the biggest contributor overall to pushing net new reach on Meta. The key here is the audience and placements seeing the content. Advantage+ needs to be off. Customize the placements. Exclude all engagers and buyers. I've found launching with interests actually seems to push things higher. Use your cohorts to understand the demo and just send that signal. I usually am a broad maxi, but for these I want a bit more control. I've found if you do give the reigns to Meta it generally does the opposite of what I wanted.

a store can grow revenue 40% and lose money the same month. ad costs up, margins down, returns climbing. revenue cant see any of it. the number that matters isnt what came in. its what stayed

@sarah_carusona if nothing works for everyone, the only thing that does is measuring your own numbers well enough to find what works for you. thats the real answer, it just doesnt fit in a viral thread

The same strategy that works for one brand will kill another. I’ve seen TikTok content tank on Meta for one brand. And be the winning ads for another. I’ve seen agency creative consistently outperform in-house. And in-house consistently outperform agency. I’ve seen brands waste money sending traffic to their homepage. And brands that can’t beat their homepage performance no matter what landing page they build. I’ve seen CBO, ABO, ASC, Cost Caps, and tROAS all win at different brands and at different times. I’ve seen video-only scale. And image-only scale. Highly customized emails outperform. Cookie-cutter templates outperform. I’ve seen influencer whitelisting burn through budgets with nothing owned to show for it. And I’ve seen it deliver the lowest CPAs in the account. The list of things that ALWAYS work is short. The list of things that work for some brands and not others is much longer than most people want to admit. Following someone else’s playbook without that context is like copying the exact diet of a 6-foot man when you’re a 5’2 woman. Probably not going to work the way you think. (Trust me, I once tried during my fitness days 😅) Your strategy has to fit your business. Not theirs.

@ecombatman AOV from 41 to 67 is a great signal. only thing id confirm is whether conversion held and what the extra free shipping is costing you. higher AOV doesnt always mean higher profit, depends on what happened underneath

Batman Ecom tip 1/30: Most stores treat free shipping like a kindness. It's not. It's a conversion tool. Raised our free shipping threshold from $35 to $65. AOV went from $41 to $67 in 3 weeks. People will spend $26 more to avoid paying $6. Every time.

@nicktheriot_ the data-splitting point is the strongest one imo. only trade-off is CBO buys you cleaner learning but costs you some visibility, facebook spends where it wants and you see less of why. fine if you trust it, harder when you need to actually explain what worked

4 reasons I run everything in one CBO instead of ABO: 1. ABO forces every adset to spend, even the bad ones 2. ABO makes every adset hunt 50 conversions to exit learning, splitting your data 3. ABO has you competing with yourself in the auction 4. CBO gives Facebook the freedom to spend on whatever's actually working Learning phase isn't a magic threshold. Performance doesn't suddenly jump from 2x to 4x the second you exit. If an ad is good, it gets the spend, it gets the conversions, it exits naturally. Stop forcing it.

@johnhickey1970 @Shopify the cheaper NCPA is the interesting part. worth checking if those new customers are rebuying like your old ones, or if the lower cost is just pulling in lower-intent buyers. cheaper acquisition only really wins if they stick around

merchants on @shopify question i’m looking at new Customer acquisition recently somewhat of an anomaly here For the last 90 day period: 20,138 customers acquired approximately 25-30% discount to prior period NCPA volume of acquisition is up 25% budget is nearly unchanged. in some cases i’m spending less and still driving more NC revs. who else is seeing this? what are you doing to get those results.

@iamshackelford the wild part is it took him 6 months to find out it wasnt converting. copying the surface is one mistake, but running it half a year before checking if any of it worked is the bigger one. youd kill most of that list by month 2 if you were watching

Just got off a call with a round 2 founder who pulled up a 40 page deck of his top competitor’s entire funnel. Every integration partner Every backlink Every G2 review.. ..scraped, organized, color-coded. He's been running their playbook for 6 months and converting almost none of it, then he finally asked what was missing. Told him the list isn't the moat. They built the list FOR the moat. His competitor didn't show up at an integration partner one day and ask for placement. They solved a problem that made the integration valuable. They earned the backlink by being someone worth linking to. They got the G2 review because they actually delivered on a thing customers cared about. When you scrape that list, you're showing up to people who chose your competitor for reasons you didn't earn. So of course, it doesn't convert. The deeper you optimize things you think competitors are doing, the further you get from understanding why they had to do them in the first place. Real talk though, I've been on the opposite side of this too. Built bespoke every single time. Custom approach, custom infrastructure, custom angle for every brand I've touched. Spent over $200M on Meta doing it that way. And maybe I haven't had the grand slam because of it. Maybe the actual move is marrying both. Scrape the surface, but build the underneath yourself. Most people are doing one or the other, but neither one alone gets you there.

@Peter_Quadrel most of it is self-inflicted, yeah. but id check one thing before building anything, is it fewer people showing up or the same people not buying. if traffic drops thats real seasonality. if the same traffic stops converting, thats the part you can actually fix

Most DTC brands lose 20 to 30% of revenue every summer and just call it seasonality. A lot of that drop is self-inflicted. The biggest lever sits way upstream of your targeting and your bids. It's whether you give people a reason to buy this summer. 1. Launch a limited summer SKU A limited edition product that fits the summer lifestyle, meaning travel, being outside, being social. A few examples: - Personal care: summer scents - Apparel: the obvious summer drop - Jewelry: brighter pieces or lower-priced travel pieces - Home decor: patio and entertaining stuff - Supplements: single-serve, carry-on formats Almost every category has a version of this. 2. Can't get product out in time? Partner with a brand that already has one. Co-branded bundle or a small collab collection with both logos on it. Something fresh to talk about without building anything from scratch. 3. Product's off the table? Then it's the offer. Free summer gift for every new customer, or anyone over a certain order value. Make it a travel edition of something you already sell. Jewelry brand ships a travel box, supplement brand tosses in an aluminum pill carrier. Cheap white-label upsells are perfect, and gifting them to new subscribers works too. 4. Run a summer giveaway or sweepstakes Team up with a few complementary brands. Every purchase in a 30-day window gets an entry, either one per order or points based where more spend means more entries. Ridge does the loud version every year with a wrapped Cybertruck, but a way smaller prize pool still gets you the lift. The whole point is a real event on the calendar during your slowest month. Open your marketing calendar right now. No product, no collab, no offer scheduled for this summer? You already picked the dip

@Shopify and theyll spend the rest of the day refreshing the dashboard waiting for the second one. we've all been there

by the time you’re done reading this, someone will have made their first sale

@rokhladnik yeah, though "accept lower day-1 ROAS" only really works if you can see the LTV actually showing up later. otherwise its hard to tell if youre investing in LTV or just slowly losing money

Everyone wants to spend $100k+/day on Meta. Very few are willing to do the things required to get there: - accept lower day-1 ROAS - build for LTV - play the LTV:CAC game - test uncomfortable offers - make ugly ads - launch products people actually rebuy