Google announced that they’re delaying Chrome’s blocking of tracking cookies until 2023.
Marketers everywhere:
And we’ve got more good news. In this newsletter, you’ll find:
👀 An update on iOS 14.5 and what our team is seeing.
🤓 How to get the right data at the right time to make the right decisions.
🌱 Sustainable initiatives that will increase cart conversions, AOV and customer loyalty.
👩🎨 How to negotiate creative fatigue on TikTok.
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iOS 14.5 makes roller coasters look like a walk in the park.
With all the twists, turns, and drops we’re all feeling a little queasy. Take a deep breath, the Pilothouse team has you covered.
Facebook uses a pixel system (now with their Conversions API) to track sales that happen on a site.
It’s dynamic and powerful in tracking user journeys with the brand and through the consideration period / funnel.
Historically, the pixel (say a year ago) would track roughly 85–99% of total sales in Shopify, if set up correctly.
Over the past couple of weeks, we've seen the pixel continue to receive events from Shopify. However, we've seen a reduction in the number of events processed, with the remainder being discarded.
Review your purchase Event Overview for a breakdown of your pixel events.
Some brands are reporting < 60% of total Shopify sales being processed on the pixel, even when the CAPI integration is set up.
Facebook only models 1-day click sales, so brands with greater consideration on, say, 7-day click are likely running into greater processing issues when Facebook attempts to process events or use them for measurement and optimization.
With a sharp decline in processing of events, a significant portion of sales likely aren't being attributed to ads.
Where that user piece comes in is how the opt-out portion affects it directly, since some users also aren’t having sales attributed within this.
Knowing your overall store numbers and looking closely at sources like Google Analytics are more important than ever.
Launching a new product or a new campaign is nerve-wracking - especially when you really don't know how it's going to land.
But we have good news: Attest is here to take the guesswork out of growth.
Use Attest to connect with your target audience and:
🧐 Identify new personas and uncover the next big opportunity with rich, comprehensive insights on changing consumers and competitors.
🔬 De-risk campaigns and new product development through testing, giving you the confidence to bring new ideas to life.
👉 Get started with Attest today.
✅ Run gap analyses for your brands to understand how channels are being affected by ad spend and where the drop actually is – performance VS. attribution.
If you're looking for a cool hack to see how Facebook and Shopify are working together for your brand specifically, follow these steps:
✅ Double check your CAPI set up.
✅ Run post purchase surveys to understand how users learned about your brand. We’re seeing cases where the survey results are exactly the same even while FB ROAS looks down.
✅ Identify your best place for a source of truth
NOTE: Facebook is adding modeling to 7-day click towards the end of the month in a CAPI 2.0 update. We’ll keep you updated on that!
Understanding the iOS 14.5 changes is the most important thing you need to know this month to forecast where your DTC business is going.
Still have questions? We’ve got you.
Pilothouse has the data and the direction. Come find us.
By typing {keyword:default text} into your ad copy/headlines, you can tailor your ads to the exact search terms people are looking for.
For example, if someone is searching for "quality womens watches," and you own a watch company, the headline would read:
The capitalization of keywords directly affects which parts of your headline are capitalized.
The resulting ad would read: (insert company name) Quality Women’s Watches.
Establishing your brand as a champion of sustainability is table stakes, especially for eCommerce brands. 🌱
As consumers become more aware of their personal carbon impact, online shopping is fast-becoming a clear contributor to climate change for these eco-conscious buyers. A whopping 92% of consumers are more likely to trust companies with ethical and sustainable practices.
EcoCart shares tried and true strategies on eco-friendly growth in their Guide for Using Sustainability to Unlock eCommerce Growth.
It’s jam-packed with case studies and best practices on how to implement sustainable initiatives that will boost cart conversions, AOV and customer loyalty.
Read EcoCart’s guide to join the sustainability movement, improve customer loyalty, and increase conversions.
We're back with Spencer, Pilothouse's lead TikTok buyer, to learn more about the killer ad platform.
The highlights from the pod:
High-quality creative that’s native to the app can run for months.
"Quality creative" means something different to every brand. Our team noticed that high production videos with a lot of graphics don’t perform as well.
Like other platforms, users flag it as an ad and scroll past.
Videos that are fast-paced, cleverly edited, in sync with the music, have a storyline and are emotional perform best.
To improve tracking, TikTok recently changed from a single session attribution model to 7-day click 1-day view (the same as Facebook).
Our team is still unpacking the new system, but so far they feel really positive about the update! If you’ve noticed anything or have any questions, give our team a shout!
This is the main difference between Facebook and TikTok.
On Facebook you can put out ten campaigns, consolidate it down to one, and work on your messaging. You can compound on top of each other.
As your creative begins to under-deliver, it’s important to have a bank of content ready to go.
From each test campaign, create multiple slight variations of your winner and put that in another scale campaign so things are overlapping.
When your content does diminish and drop off, take that same creative and throw a new headline on it, put it in your open campaign with a bunch of ad sets and it can have a second life (if the content is good).
🎧 Listen to the entire pod!
Meet Omsom! 🍜😍
This DTC brand was founded by first-generation Vietnamese American sisters, Vanessa and Kim Pham.
They started Omsom to bring proud, loud Asian flavors to your fingertips any day of the week.
How it works: Cook restaurant-quality Asian dishes at home in under 30 minutes with their starters. 🔥
An Omsom starter is a pantry shortcut for a specific Asian dish, combining all the sauces, aromatics, and seasonings you need.
Their collection of delicious starters include flavors like Lemongrass BBQ, Spicy Bulgogi, and Japanese Yuzu Misoyaki. 🤤
🎧 Amazon is acquiring a podcast hosting and monetization platform.
💥 BuzzFeed agrees to go public via a SPAC.
🤓 Eyeglass brand Warby Parker confidentially files for IPO.
🩺 Intrinsic gathers $113M for health and wellness acquisitions.
🤳 Creator tools startup Spore raises $1M to build closer bonds between influencers and their fans.
🥗 Salad chain Sweetgreen files IPO.
🎶 Music licensing marketplace Songtradr raises $50M.
🗃 Sanity raises $39M for its "use-anywhere" approach to content repositories.
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🚽 Goodwipes Co-Founder Sam Nebel Chats Influencer Strategies.
😅 How iOS 14.5 Will Affect Google and Facebook Ads.
🛒 Olipop's Eli Weiss Goes Deep on Customer Experience.
DTC Newsletter is written by Thomas Schreiber, Eric Dyck, and Sadie Evans.
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