Michael @ Upstack Data

1. trust in God's plan 2. show up for people 3. do what you say 4. act with integrity 5. work hard 6. don't give up 7. stand up for what's right 8. family comes forst 9. smile more 10. back to step 1

We've helped 700 DTC brands turn their Meta ad spend into a tighter, more predictable engine. If you want 10-15% lower CAC without touching your creative, start here: upstackdata.com

If your Meta attribution feels like a guess, there's a layer missing between Shopify and your pixel. A customer clicks an ad, leaves, and comes back on a different device thirty days later. Cookies have expired. The session is broken. Meta has no idea it's the same person. We sit between Shopify and Meta and track that customer across the gaps. Every time they come back, we feed Meta a cleaner, more accurate read of who they actually are. Better signal in means better targeting out. Cost per customer drops as the algorithm gets a fuller picture. If you're spending heavily on Meta, this is the layer that's missing.

@michael_upstack 🔥

50MM ARR here we come

@mattlady another brick in the wall

@michael_upstack Yeeeeeeepeyepppp

@kylebigley founder roller-coaster. we must maintain irrational exuberance

@michael_upstack Pendulum swinging on the bullish side today I see🤣

@TalktoHenryJ we must. it is our duty!

@michael_upstack Let’s get it!!

@jordanmenard I booked with your assistant but youre a busy guy! got a date two weeks from now

@michael_upstack and we stil haven't even talked software. what are we doing bro

@jordanmenard I believe we're in the middle of a huge escalation in spiritual warfare. good vs. evil.

@michael_upstack principalities and powers, man. he prob has no idea tbh

demonic possession. momentary override of physical control of body. and the demon taunts.

@TalktoHenryJ ride or die

Bro, this is so true. I remember when I told my wife I was quitting my job to go all in on iziGift. She immediately said to me, "no better time than now". Then I remember i started to get cold feet becasue I was making so much at my job and she gave me the final push I needed. Been riding together ever since!

extremely true. probably tmi story but about 2 years ago I had to have this convo with my wife. basically get on the mike train or get off. it's so important to be 100% aligned with your spouse, in your life goals and life direction. gets harder over the years as you grow and evolve in different directions. lots of couples avoid the tough convos but better to have them earlier as an alignment check than later when the wheels fall off.

Most Shopify brands blame creative fatigue when their ad costs climb. Half the time the real problem is in their data connection. Creative matters. It's also the first thing everyone reaches for when performance dips. Mostly because it's the part you can see. The part you can't see is how much customer data is actually reaching Meta and how well it matches to real people. A brand can burn weeks testing new hooks while a decayed server-side connection starves the algorithm. Diagnose the pipes before you blame the creative.

We've helped 700 DTC brands turn their Meta ad spend into a tighter, more predictable engine. If you want 10-15% lower CAC without touching your creative, start here: upstackdata.com

I've written code for 20 years across different industries. None of it prepared me for what actually keeps a business alive. At a job somebody defines the task and the timeline. The guardrails come with the role. Solve the problem, ship it, done. Repeatable, almost easy once you know the game. Running the business means deciding everything yourself. What matters today and how to sell. And when to hire. Id rather build software all day. Sales and marketing were things I had to learn from scratch. Finance too. In the end, the product was never the hard part. At least not in my case.

@jordanmenard @MaxMulvihil @MaxMulvihil the Bible study is real and you are welcome to join. We'd love to have you.

@michael_upstack @MaxMulvihil U right @MaxMulvihil I lead a fake Bible study at 5 pm pst on Thursdays. Michael and other cool entrepreneurs go. Want to come check it out and see for yourself?

These guys are so fkn annoying

@jordanmenard @MaxMulvihil honestly though, we should do the Christianly thing and get him into your Bible study group.

@michael_upstack @MaxMulvihil He’s now trying to say im a fake Christian because I called him out. @michael_upstack don’t you know - I’m a fake Christian, it’s all performative lol

@jordanmenard @MaxMulvihil just some casual sin. envy, pride, jealousy my man

@MaxMulvihil Oh really. What’s so annoying about this

We've helped 700 DTC brands turn their Meta ad spend into a tighter, more predictable engine. If you want 10-15% lower CAC without touching your creative, start here: upstackdata.com

For the first 2 years of business, I was the bank. Pulled cash out of my own account to keep it alive. You start a business hoping to put money into your account. Instead the first stretch does the opposite. Every bootstrapped founder knows this part. It's not glamorous and nobody warns you how long it lasts. We're in year four now, and it's the first year that feels like we're actually running a real business instead of just surviving one.