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Good morning. It’s random fact Tuesday. M. Bison was originally the Mike Tyson-inspired boxer in Street Fighter II, until Capcom swapped the boss names to dodge a lawsuit, and the dictator got stuck with it. Hadouken! Shoryuken!
🐛 Meta is sending your Amazon traffic to the wrong URL
Another Meta bug, and this one burns spend. An operator running Amazon attribution campaigns on Meta during Prime Week watched every link redirect to their own website instead of their Amazon listings, within hours of launch.
@OliverScale01 hit the same thing over the weekend: traffic sent to the homepage even with product URLs set correctly and site links turned off. The replies are full of the same story.
The pattern holds across every reply. Features you turn off on the front end aren't turning off on the back end. Your ad does something you didn't ask it to, and you won't catch it until you go look.
@benradack has the fix: post-publish QA is now a required step. Launch the ad, find it live, click the link yourself. Annoying, worth it.
📦 The EU de minimis exemption ends tomorrow
As of July 1, the EU's de minimis exemption is gone. Packages under €150 no longer enter duty-free. In its place: a flat €3 customs duty per declared line item.
Line item means tariff code, not SKU. Five of the same product is one line, so €3. Same-category variants (five tees in different colors) group into one line and get charged once. Five products across five different tariff codes is €15. How your parcels get grouped at customs now moves your landed cost, so it's worth a call with your carrier or broker this week.
The bigger decision is DDP vs DDU. Collect the duty at checkout (delivered duty paid) and the customer sees true landed cost up front. Ship it unpaid (DDU) and you risk parcels sitting in customs and customers getting a surprise bill at the door. If you're still on DDU into the EU, now's the moment to move.
Modern Retail has the operator breakdown.
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📊 Meta's incremental attribution is becoming the default. Here's why you flip it on.
@andrewjfaris and a lot of other operators were skeptical of Meta's Incremental Attribution setting. This week he changed his mind. The evidence across his clients' accounts is now strong enough that he's making it the default and moving spend toward it. @peterczepiga says the same: something shifted in Meta in the last few months, and Incremental Attribution is performing far better than it did at rollout.
@binghott explains it cleanest. Standard attribution has Meta chasing conversions it can take credit for, including buyers who were always going to convert. Incremental Attribution has Meta moving the people who wouldn't have bought without the ad. Standard optimizes for the biggest reported number. Incremental optimizes for real lift.
Your reported CPA will probably look worse when you flip it on. That's the point. The number gets more honest. If you're not running real incrementality testing, and most brands aren't, this is the next best thing. Go turn it on.
🔧 Your landing page is badly governed, and it's costing you conversions
@neilpatel framed it well this week: page bloat is a governance failure. Legal adds a disclaimer, support launches a chat widget, marketing drops a banner, and nobody ever pulls anything off. By the time a visitor lands, the page is doing six jobs badly instead of one job well, and they bounce before they add to cart.
@paddymedia ran an audit on a women's supplement brand this week and fixed the usual suspects: no objection handling, no results timeline, no founder story, plus script errors tanking page speed. His reported result seven days later: CVR up 57%, purchases up 45%, add to cart up 20%.
A 57% CVR lift in seven days. No new creative, no added spend, just a page that stopped trying to do everything. Ask every element on your top pages one question: does this help the visitor do the one thing the page exists for? If the answer isn't obviously yes, it goes. Pull your highest-traffic pages this week and run that filter cold.
File this one for Q4 planning. A men's lifestyle brand doing $1.2M a year stopped chasing Black Friday last year and ran a drop instead.
Pilothouse shared the numbers. The brand dropped a limited-edition colorway of a previously sold-out product right after BFCM, no discount, just a new and scarce version of something the team was clearly excited about. Against their own BFCM: net sales up 160%, traffic up 66%, conversion rate up 47%, ad spend down 66% (Pilothouse first-party data).
The execution ran in three stages: seed the product to creators for organic posts, activate the email list (only about 10K subscribers), then scale on Meta once the organic energy was real.
The hardest part to copy is the belief. After weeks of "30% off everything" emails, customers could feel this team cared about what they made. Scarcity and timing helped, but that belief is the piece you can't fake, and it's what set the drop apart.
Dougie, Google Lead at Pilothouse, breaks down the updates from Google Marketing Live and how search habits have shifted. He covers why transactional shopping queries still convert while top-of-funnel search moves into AI Overviews, why "keywordless" is the direction, and what targeting intent looks like in 2026.
▶️ Watch here | 🎧 Listen on Spotify
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