In this newsletter, you’ll find:
Let’s dive in: 👇
Attribution models help marketers better understand how various traffic channels are contributing to sales.
Click attributed revenue provides insights into specific campaigns or ads that made a user take direct action by clicking on and converting within the attribution window.
The Pilothouse Meta team focuses on improving click attributed revenue to create direct impact for their partners.
In this example, the Pilothouse Meta team increased click attributed ROAS by 19.91% over the last 30 days for one brand.
Here’s how they did it: 👇
Using 1 or 7 day click attribution settings on ad sets
In this case, the team was implementing a 7 day click attribution setting across all new campaigns to help train the pixel to find users who are likely to convert within 7 days of clicking an ad.
Using 7 day click CPAs and ROAS for making optimizations and scaling budgets
There were some campaigns in the account using 7 day click, 1 day view. With these campaigns, the team used 7 day click attribution only for optimizing campaigns and allocating spend across the account.
Using GA data to understand total impact of campaigns
The team references campaign reports in Google Analytics to optimize based on click attributed purchases and CVR.
If you see a lot of view attribution in your ad account, give these tips from the Pilothouse Meta team a try.
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Tools are fine, but they mean nothing if you don't make the most of them.
So, SARAL decided to release all of their secret sauce from having worked with 130+ brands on their influencer campaigns. You now get access to a step-by-step masterclass that you can follow to win with influencers.
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The Federal Trade Commission (FTC) has accused Amazon of intentionally allowing poor-quality ads, referred to internally as "defects", on its platform to increase advertising revenue.
Amazon ads are the darling of the ecommerce advertising industry at the moment with a rapid increase of 26% growth year-over year. But… It’s not all sunshine and roses. 🌹
The current ads in question are ones that appear not relevant to users’ queries and are said to harm the consumer experience by polluting search results and steering customers toward more expensive products.
Amazon contests these allegations, stating that the claim is misleading and insists on their commitment to improving customer experience, citing research that most consumers find Amazon ads relevant and helpful.
The issue raises concerns about the balance between profitability and maintaining a positive consumer experience. As the retail media sector matures, there's a push for industry standardization, but Amazon's lack of participation may hinder this effort.
Although there is some merit behind these additional ad placements leading to a worse customer experience, the Pilothouse Amazon team makes a very valid point, "That's just how advertising works." 🤣 If you go into a department store, they'll have products on an end cap, in the middle of main aisles, and higher or lower on shelves. It's all done with a purpose in mind and brands will pay more for additional visibility.
With Amazon under the FTC’s microscope, keep an eye on the potential changes that could become present on platform. If more controls are added to emphasize quality and customer experience, advertisers may see shifts in ad specs and an increased cost of advertising.
Some emails are just instant opens. You see the subject line and immediately get that urge to click.
That’s how we felt with this recent email from Olipop 👇
They took their new product launch and added a theme that helps people relate to the product (because everyone knows that ginger ale is the best plane drink 🤷).
The theme wasn’t just a great way to grab initial attention with their subject line. It carried through to the creative within the email body.
We have to admit, we love a good themed email and appreciate how this email added relevancy to readers and presented the new product in a way that made it hyper-memorable.
Have you experimented with themes in your emails? If so, did you see any impacts to performance (either positive or negative)? Respond to this email and let us know!
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🛍 90% of your customers want a personalized shopping experience. If you don't personalize, you're leaving money on the table. Get this in-depth guide and build your personalization program today!*
🎵 TikTok’s $1 billion creator program is slated to end on December 16, 2023. Users in US, UK, Germany, and France will be migrated to the Creativity Program
🤯 43% of Gen Z prefers shopping via apps. Data shows consumers are 40% more likely to download an app and opt into push notifications during Q4. Get your app here!*
🤖 OpenAI launches GPT-4 Turbo and launches fine-tuning program for GPT-4.
📺 YouTube releases new AI tools to help creators summarize their comment section. Users can also leverage the “Ask” function to ask AI questions about the video they’re watching.
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DTC Newsletter is written by Rebecca Knight and Michael Venditti. Edited by Claire Beveridge and Eric Dyck.
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