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â3ď¸âŁ 3 Signs Your Amazon PPC Is Holding You Back
If that sounds familiar, youâre not alone.
Most brands run Amazon differently than every other channel, and it costs them.
Helium 10 Ads brings performance structure to Amazon.
The same way you expect it to work on Meta and Google.
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Automated bidding around your goals
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Instant visibility into wasted spend
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Budget shifts toward what actually drives profit
14,000+ brands are already using Helium 10 to scale advertising across Amazon, Walmart, and TikTok Shop (without the spreadsheets and manual bid management).
P.S. If you sign up for the Diamond Plan today, your first Helium 10 Ads invoice is waived. đ
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âđ Metaâs New Attribution Update Is Breaking Your CPA (But Not Your Business)
Are you seeing this banner in your Meta ad account?

We mentioned this Meta attribution update in our newsletter last month, and itâs now quietly being rolled out.
So if your dashboard looks worse overnight, youâre not alone.
Across ad accounts, advertisers are seeing 30â50% increases in CPA inside Ads Manager. But when you check third-party platforms like Northbeam or Triple Whale, nothing has changed.
So whatâs actually going on?
What Meta Actually Changed
At the core, this update is less about performance and more about how Meta defines and reports conversions.
Historically, Metaâs âclick-through attributionâ was loose.
A âclickâ didnât just mean someone clicked your link. It included likes, comments, shares, video plays, and image expansions. Basically, any interaction could qualify.
Thatâs now gone. Meta has officially narrowed click attribution to link clicks only.
Everything else has been moved into a new bucket called âengage-through attribution.ââ
Why Your CPA Just Spiked Overnight
Pilothouse shares that when you remove inflated conversion credit, your numbers donât just shift. They drop.â
Thatâs exactly whatâs happening. Fewer conversions are being credited to ads with the same spend and actual sales, resulting in a higher CPA in-platform.
This isnât performance degradation. Itâs measurement deflation.
And Meta is doing this intentionally. According to industry coverage, the goal is to align Meta reporting more closely with third-party attribution tools and create a more âconsistentâ measurement framework.
Why Third-Party Attribution Remains Stable
Tools like Northbeam, Triple Whale, Rockerbox, or GA4 already prioritize last-click or modelled attribution and donât over-credit social engagement.
So when Meta tightens its definitions, external tools donât react because they were already stricter. This is why youâre seeing Meta CPA rise and Third-Party Attribution CPA staying flat.
Same reality. Different lens.
The takeaway?
The bigger shift is Meta devaluing âsoft intentâ on the platform by updating signals to something bigger, like moving away from:
âAny engagement = signalâ to actual link clicks = intent and engagement = awareness.
In tomorrowâs newsletter, weâre going to get tactical and provide a step-by-step action plan on what to do now that attribution has changed.

âHow Acid Buddy Got 1000+ Orders in Its 1st 6 Weeks
Tao Zrafi, founder of Acid Buddy, joined the DTC Podcast to talk about a product that feels early, unusual, and potentially huge: flavored acids.
After years working in bars and consulting, he kept running into the same issue. Citrus was inconsistent, messy, and expensive.
So instead of treating acid like a background ingredient, he turned it into the product itself.
And early traction suggests the market is paying attention: 1,000+ orders in the first 6 weeks, with customers in more than 75 countries.
In this episode, we get into:
âśď¸ Watch on YouTube | đ§ Listen on Spotify
âAdam Mosseri, Head of Instagram, says creators will soon be able to tag products with affiliate links directly in Reels and earn a commission when people shop, with the feature rolling out over the next few weeks. See here â
Amazon đ¤ USPS. The ecommerce giant reached a new delivery agreement with USPS for more than 1 billion packages. Read more â
Glossierâs new strategy. 9 out of 12 retail stores will shutter while the remaining will transform into experience-driven spaces. Read more â
Rhode x Bieber. The skincare brand teases new products created in collaboration with Justin Bieber, which includes pimple patches. Read more â
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DTC Newsletter is written by Rebecca Knight and Frances Du. Edited by Eric Dyck.
Please note that items in this newsletter marked with * contain sponsored content.
