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Good morning,
Hereâs what youâll find in todayâs DTC:
1ď¸âŁ The untraditional ad format lowering CPAs
2ď¸âŁ Metaâs click attribution is changing. Hereâs what you need to know  Â
3ď¸âŁ Being a full-stack marketer is on the rise. Do you have the resources to keep up?
4ď¸âŁ Learn why different platforms need different content
5ď¸âŁ How man-on-the-street interviews can convert customers in 45 seconds
Youâre reading this newsletter along with new subscribers from: Oliverâs Travels, Darn Tough, and Utz Snacks. đ

âđ¨ Dr. Squatch and GrĂźns are Lowering CPAs With This Untraditional Ad Format
Consumers are exhausted by fake influencers and polished ads that feel written by robots. They crave a real pulse. đ
Meet StreetTalk. An ad agency solving the trust deficit with Conversation Creative: ad campaigns built entirely around unscripted street interviews.
They bring your brand to the street:
Let StreetTalk turn real conversations into conversions.
*Â sponsored
âđ Heads Up: Your Meta ROAS Might Dip This Month
Meta is finally addressing one of the most confusing quirks in its reporting dashboard: click-through attribution.
Historically, Metaâs âclick-through attributionâ window counted any interaction on your ad (e.g. likes, comments, shares, and actual link clicks) toward a conversion.
Many marketers assumed âclick attributionâ only tracked people who clicked through to your site, but in reality, all these actions were weighted equally.
Whatâs changing: Meta will now count only true link clicks in click-through attribution.
Why it matters: Marketers will get a more accurate view of who actually visited their site and converted.
Pilothouse shares that this is a big win for understanding real ROAS from click-throughs.
The downside? Your click ROAS may look lower year-over-year, which could be confusing to stakeholders who donât follow the nuances of attribution.
This doesnât mean conversions from social engagements disappear. Meta is introducing a new âengage-throughâ attribution metric (replacing the old âengaged-viewâ metric) to track conversions from likes, shares, and reactions.
This will give you clarity on how engagement-only users convert.
Screenshot this breakdown so you donât forget:

The takeaway?
For media buyers, this is a huge win for data integrity. Click-through conversion data in Ads Manager will now better align with third-party tracking tools like Google Analytics, Triple Whale, or Northbeam.
Ultimately, this update gives a cleaner, more accurate picture of true purchase intent, helping you understand the real ROI your Meta campaigns are driving.

â⥠The Rise of the Full-Stack Marketer
The market moves fastâŚand the best marketers move faster.
đ Todayâs advantage belongs to the growth leaders who can strategize, execute, and optimize without waiting on another team.
đ The Full-Stack Marketer uses data to decide what to create, who itâs for, and what to improve next.
They ship quickly, test constantly, and refine in real time, all while others are still stuck planning the âperfectâ campaign.
đ§Š This is about connecting creativity, systems, and analytics into one seamless growth engine.
Ready to upgrade how you operate? The tools, frameworks and mindset you need are only a click away.
*Â sponsored

âđ Stop Running The Same Ad on Every Platform
In this episode of Ad-venturous, Aves shares why DTC brands canât just copy-paste content across social platforms.
She breaks down what type of content performs best on platforms like Meta, TikTok, Instagram, Pinterest, and Axon (AppLovin), why user intent matters, and how to leverage patterns across platforms instead of reinventing everything.
Hereâs what we get into:
âśď¸ Watch on YouTube | đ§ Listen on Spotify

âđ§ Why Man-on-the-Street Ads Are Winning on Meta
Street content is quietly becoming one of the highest-performing ad formats, and StreetTalk is building a business around it.
In this episode of the DTC Podcast, we sit down with Josh Suggs, founder of StreetTalk, to break down why man-on-the-street interviews are outperforming polished creative on paid social.
He explains how StreetTalk brings brands into major cities, finds their exact target demographic, captures live reactions, and turns that raw footage into high-converting paid ads.
We dive into:
âśď¸ Watch on YouTube | đ§ Listen on Spotify
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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.
