Here’s what you’ll find in today’s DTC:
❗ Ecommerce fraud is rising
Ways you can spot a suspicious order.
💡 Scale with confidence
Why proper event tracking on Meta is essential.
😱 Is Duo dead?
Breaking down Duolingo’s viral marketing stunt.
You’re reading this newsletter along with new subscribers from: Easyship, Amo Denim, and Twig Fertility. 👋
❗ Seeing Suspicious Orders?
With people shopping online, fraudsters have more opportunities to exploit unsuspecting businesses.
And it’s getting worse.
Advancements in AI and machine learning have enabled fraudsters to create more sophisticated attacks, like using deepfakes to defeat verification systems and take over accounts. Fraud losses are projected to rise to $107 billion by 2029.
So, how do you spot suspicious activity and prevent losses?
Here are a few potential warning signs:
🔺 And here are some major red flags:
The takeaway?
Watch out for these signs when reviewing your ecommerce store data to prevent ecommerce fraud. Monitor your store closely for any suspicious patterns or behaviors.
If you suspect an order is fraudulent, take necessary precautions and flag it.
Use real-time monitoring tools to identify unusual purchasing behavior.
👏 What If You Could Do Less, But Get More?
minisocial was the first platform to deliver BOTH micro-influencer posts and fully-licensed content.
Why do it this way?
Because influencers know how to create engaging content, and organic engagement is one of the most powerful ways to grow a brand.
Minisocial has perfected the art of micro-influencer UGC campaigns and worked with 1,000+ consumer brands to help them do the same. 🧑💻
Just submit your brief, and their team of experts will book creators for you to review and approve. Then, watch as content goes live on social and gets delivered directly to you! Plug this content in on ads, social, emails, your site, and beyond, and watch the magic happen! ✨
With minisocial, the proof is in the pudding.
* sponsored
Looks like there’s still a way to get your doom scroll fix.
U.S. users can once again download TikTok from the Apple and Google app stores after President Trump postponed the enforcement of a ban on the platform until April 5th.
💡 Improve Ad Tracking With Event Match Quality
Proper tracking is crucial to the success of any digital marketing platform, and Meta is no exception.
Having event tracking implemented and working accurately can improve signals on the platform and give you the confidence to scale your brand.
On Meta, event match quality (EMQ) refers to how well the information you send from your server can link events to a Facebook account.
Better matching can help improve ad tracking and attribution to campaigns.
Meta uses three pieces of information to calculate EMQ:
Each event gets a score out of 10, and higher is better.
Typically, the Pilothouse Meta team aims to have an EMQ of 8+ for core events.
To check what your EMQ is for different events and what improvements can be made, follow these steps:
1️⃣ Go into Events Manager
2️⃣ Click data sources on the left, and on the main page of the data sets, you’ll see a column that shows EMQ for each event.
3️⃣ To drill into a specific event, click on the event, and on the left, select “Event Quality.”
On this page, Meta provides recommendations on ways to improve EMQ.
Typically, the main way to improve EMQ is to send more customer parameters to Meta - more on that here.
Check out what your EMQ is for key events and start sending additional parameters to help improve tracking and gain confidence in scaling on Meta in Q1.
⚡ QUICK HITS
💰 Are you the next Walmart Marketplace seller success story? “Being an ecommerce business and joining Walmart Marketplace has really taken us to the next level.” — Jill Schultz, Dir. Merchandising and Inventory, Big Dot of Happiness. Get started. *
💸 MERGERS & ACQUISITIONS
🌐 IN THE SOCIAL SPHERE
Did Duolingo just axe their beloved mascot? 😱
Last week, the language learning app made a disturbing announcement: Their owl mascot, Duo, was found dead.
However, this all turned out to be an elaborate marketing stunt.
The company is gamifying the death of Duo and prompting users to partake in daily quests on the app to ‘help pay for Duo’s coffin’ or ‘learn how he died’ to spur user activity and engagement.
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DTC Newsletter is written by Rebecca Knight and Frances Du. Edited by Eric Dyck.
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