Sam Youn

@willconnell246 Impressive. This is one of the first ones I've seen that use fast scene transitions with actual camera or hard blended transitions within the actual animations itself.

Made a Pixar-style animation ad for a healthy chocolate brand enemy framing is the most underused creative angle right now if you want ads like this made for your brand, send me a DM

It definitely has a big learning curve. I used to do the 2nd way and copy paste into Replo but paying for two services is pointless. Claude/Codex + Git + Shopify CLI is the way to go. A bit of uptime to create a good design system but once you do, creating landers, listicles, advertorials takes 10-15 minutes per page tops.

Is it me or is Replo's AI page builder unusable? (seriously, am I missing something?) On the other hand, Claude is very good at building custom code components quickly and it's very easy to toss them into existing Replo pages.

Marketers and media buyers just need to get out of the dashboard altogether. If you have solid first party tracking or custom built identity resolution, you can see on your backend how Meta stitches ad sequences together to generate sales. In fact if you do enough volume, you'll find that a large percentage of your customers flow through a small subset of sequences.

I strongly disagree with this and in most cases, if you turn off all your “under performing ads” you’ll create a waterfall effect and fuck your entire funnel Not every ad is designed to produce a CAC within your target range

@theperryecom To be fair the AI enhancements are not meant for power users that pump high performance creatives. You don't see the rest of the network. These tools are meant for the aggregate 80%, people who run flat catalog, flat bof product aware/brand aware ads.

If you were the CEO of meta what would be the first thing you did? For me. I would immediately remove all the AI enhancements from ads manager.

@Peter_Quadrel Not sure if this is intended, but the "creative diversity" in this post using correlation to theory of evolution to reskin an existing concept from Meta and hit new audiences on X is wildly on point. 🤣 Love the angle btw!

Natural selection is why your Meta account can't scale profitably Here's what most brands don't understand... After enough spend, the pixel selects for one persona. The algorithm cannot see past it. You launch ads, see what works, scale winners, prune losers. Make more ads in the lineage of the winners and repeat. It's the playbook every operator uses to get to $1M on the platform. That loop has a hidden cost. Every iteration narrows your account deeper into one persona, one angle, one format and Meta rewards it. The algorithm is literally built to find the highest-value conversions as fast as possible and keep doubling down on the survivors. After enough cycles you're stuck. The pixel has adapted to a single audience for years. Spend more, results don't move. Try to scale, volume goes flat. CPMs creep up, CPAs creep up, and every new ad goes back to people who've seen 40 of your ads. You've hit the edge of one "ecological" niche, and the algorithm has no idea anything else exists. The fix is "adaptive radiation". Stop optimizing for ROAS for a minute and go acquire a new species of customer. Here's how to actually break out. 1. Separate budget New personas cannot live in the same campaign as your winners. They'll lose every auction. Build a new campaign or dedicated asset with its own budget that does not compete with your trained lineage. 2. Loosen attribution at the start View-through on, engaged-view on, 7-day click on. The goal at this stage is signal. Strict attribution comes 60 to 90 days later once the new persona is producing. 3. Signal engineering Set up a custom event for purchases tied to this persona or product. If AOV is high and 50 purchases a week is unrealistic, optimize for ATC or View Content. 4. Suggested audiences and exclusions Suggest the new audience and adjust broad targeting settings. Exclude past purchasers and 180-day engagers. You want net new humans in the funnel. 5. Lead with partnership ads 5+ new creators who actually live in the persona. Their following should be the audience you want. Partnership ads compound signal faster than anything else. 6. New creative for new humans Your winning formats probably won't translate. New angles, new hooks, new formats. Resist the urge to clone top performers and reskin them. 7. Use persona tuned offers to collect data A collab with a new persona aligned brand, a free gift email opt-in, a sweepstakes built around the new persona. Anything that pulls them into your pixel and list at scale. 8. Reprice acquisition New personas cost 1.5-3x your blended CPA at first. That's the same natural selection process you ran the first time, starting from zero, 30 to 90 days minimum before you judge it. The brands that break $20M and $50M on Meta are the ones who repeat "speciation" three or four times across different personas. If spend is flat and your account feels stuck, go find a new species (persona) of customer.

That's ok, most people don't. I was playing devil's advocate there, no one besides Triple Whale employees know. Just trying to prove a point, don't lean so heavy into a single dimension. Many ways to solve a problem. I do encourage you to learn basic underlying models of attribution though, e.g. U-Shape, linear, first/last click, time-decay, data weighted, paid-weighted, etc.

@samyoun Over the last few weeks I’ve thought this to myself a few times haha. I have no clue regarding the difference in attribution models Thank you for the suggestion, I look more into this 😁

What are everyone’s opinions on TikTok attribution? Triple whale’s TikTok tracking seems abnormally low, TikTok is reporting a bit high Soft metrics look fantastic tho But triple whale is always super low for Meta as well even though it drives 60-70% of our sales (depending on the day) Debating on just taking TikTok’s word for it and doing damage control later if it’s wrong

@teachingsX You'll get no UTM if user goes direct (input domain). You'll get google attribution if they go through that channel. Either way, again, a proper incremental network test will help you identify these things.

@samyoun Obviously slightly different from what u mentioned, but I wonder if that screws with the UTM as well

Anytime. Not always good to bury yourself in attribution. Sometimes you need to think outside of numbers and understand behavioral experiences, especially if you're an omni-channel brand. Not saying attribution isn't important but understanding network behavior, and customer journey go a long ways into optimization versus a number on a system. I'll play devil's advocate and go as far to say why are you trusting a number on a system that you don't even know how it's attributing. If I asked you what's the formula/algorithm Triple Whale uses to assign attribution value, you wouldn't be able to tell me. So you're putting your trust into a value that you don't even know the definition of. Do things like incremental network tests to understand how these networks actually effect your business.

@samyoun Yeah not TikTok shop. thank you tho that’s good information 😁 Now thinking about it whenever I click on a TikTok link I immediately click to go to an external browser

@Peter_Quadrel The concept of 'brand equity' is totally lost in modern marketing. Too many marketers growing up in the YT/Social era in copy/paste mode without thinking underlying concepts through.

Stop Copying Ridge Wallet, AG1, and Jones Road for Creative Inspiration If you're a new brand, you're making a critical mistake. These brands have 100x the market penetration you do. Why Big Brand Creative Fails for New Brands: - Creative assumes high product awareness - Content over-indexes on broad messaging for sophisticated markets - Focus is more on brand maintenance, not education (except new products/categories) As a new brand you need specific messaging for 1 persona You don't have ad spend to spray across multiple audiences. You're starting with zero market awareness. Focus on brands with less sophisticated/aware audiences like yours. Not brands 1000 steps ahead, just 1 or 2. Match your creative strategy to your market position.

Attribution, incrementality, ROAS, CPMr, these are all buzzwords or marketing trying to relegate performance to a SINGLE definable point. As Barry said, signals to guide you. The only source of truth is really profit. Everything in business answer to profit and rolls up into it. If you're using attribution for your sole decision making and it doesn't correlate to scalable profit then it doesn't work as a source of truth. Great marketing leads understand how to read many data points in correlation to each other, understand the relationships between all of them and how they impact the business in tiers of importance.

@binghott In your opinion. Is there an SOT?

All attribution software is flawed, imperfect. In most cases, it's better than nothing, buuuuuut it's not the source of "truth" many believe it to be.

@Ianbtc777 @kurushdubash @InGameHQ Yes. Actually had a call with the CEO regarding issues on CX side and how to improve them. They were actually pretty receptive to the feedback.

@samyoun @kurushdubash @InGameHQ Hi Sam, have you had your Polymarket.US case handled? Are you unlocked and able to withdraw your $100k yet?

Polymarket has finally fully opened access to its U.S. exchange for iOS users, ending its waitlist more than six months after it first accepted bets on its Commodity Futures Trading Commission (CFTC)-registered platform.

@CTtheDisrupter Lifetime Vanity? 😂 It's the "Value" definition that's the problem. Should really be LTGP at the very least and 30, 45, 60, 90 day cohorted specific to your business model. "Value" isn't actionable.

Hold on to your feelings LTV. Is a vanity metric...

@therahulissar Use server side tracking with CAPI, can setup something like stape.io. Also custom events is an option though less reliable.

Anyone have reccs on pixel tracking for restricted areas like telehealth? I want to get our funnel / tracking audited again.

@bryandstarck @BryanECano You can. I do this on my businesses that run on Shopify. But, I'm also running my own 1st party identity resolution. Use unique hash for every ad. You need to store the data somewhere for each ad you upload to restitch back. It's a lot of granular data though to sift through.

I have to imagine there's a way to dynamically add an order tag to new customer orders by their last click ad, right? If you could get that done, then very possible to track the downstream LTV. Similar process to tagging order that come in through a specific funnel/LP and tracking downstream

I wish there was a way for me to measure LTV by Ad. This would help tremendously in understanding 1. If different messaging is setting the right or wrong expectations — impacting return rates and retention. 2. Which ad formats attract the right/wrong quality of customers. 3. How different funnels/offers impact the stickiness of a customer. (When you’re not sprinting to launch 100 ads per week you give yourself space to think about these things).

@nicktheriot_ That shit has been around 2nd and 3rd tier networks, dsps, and remnant inventory buys since the early 2000s. It’s what super affiliates ran in the Wild Wild West unregulated days. Same with advertorials. You young people have a lot of catching up to do.

people jerking each other off about native ads, thinking they just discovered fire clearly hasn't ran fb ads back in 2015-2018

@gioblaze0069 Never advertising on the network again, doesn't matter how you register your businesses, their tech is really good at identifying you. Can possibly run through 3rd party but you're going to pay a tax to do so.

@gioblaze0069 blacklisted, don't bite the hand that feeds you.

@kurushdubash @InGameHQ I did, but not sure why I have to go through Poly engineering on X just to get someone to acknowledge my issue.

@samyoun @InGameHQ DM me, will get you unblocked

@vivaangandhi_ Careful they're likely hiding some AI or overspend settings. Make sure you check all a the little dropdown arrows!

Meta testing a whole new campaign set up layout