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Welcome to the DTC family!
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Here’s what you’ll find in today’s DTC:
1️⃣ A new tool that uses Reddit complaints to determine if Meta is broken.
2️⃣ We tested dynamic vs. single identity partnership ads with a $50M brand.
3️⃣ Tips to revive your email performance without relying on paid ads.
You’re reading this newsletter along with new subscribers from: The Whole Bowl, IPSY, and Cadence Collection. 👋
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[Screenshot from @dtcprophet on X]
Is Meta acting up or is it just your specific ad account?
Someone over on Reddit just vibe coded a tool called isitmeormeta.com that gives you a real-time health check on the platform.
By scanning the r/FacebookAds subreddit daily, it tracks and charts advertiser complaints over a rolling 90-day period.
If the "Complaint Over Time Chart" is spiking, It’s not your ad account, it’s just Meta being Meta.
⚡ Partnership Ads: Dynamic vs. Single Identity (Have You Tested?)
Partnership ads are the foundation of a Meta ad account for thousands of DTC brands. They help create greater trust and credibility by using an influencer or third-party handle since users are sometimes more likely to engage with content endorsed by a trusted partner or influencer.
Meta’s latest recommendation? Use the Dynamic header feature to dynamically serve ads using a single identity or 2 identities (the brand and the partner).
The Pilothouse team put this to the test with a health and wellness brand making $50M a year, and this is what they saw.
If you’re less familiar with partnership ads settings, this is what the dynamic / single identity settings look like:
This is an example of how ads would deliver:
This was Pilothouse’s test setup:
And these are the results:
The takeaway?
While dynamic identity ads had stronger click metrics, the campaign with the single partner identity outperformed in terms of CAC and CVR, the main KPIs for this brand.
One theory: a single, consistent identity builds more familiarity with the audience over time, which may be showing up in downstream conversion behavior. But this is one test on one brand.
If partnership ads scale well in your account, give this a try to see whether a dynamic approach or a single identity resonates better with your audience.
Top 10 Fixes For A Pooched Email Account
Most brands don’t realize their email account is cooked until revenue starts slowing down everywhere else too.
Jordan from Pilothouse breaks down the exact process his team uses when they inherit a DTC email account that’s been over-sent, under-segmented, or quietly dumped into spam.
We cover:
Google’s biggest search overhaul in 25 years. The classic search box gets a massive AI facelift and completely changes how consumers find brands online. Read more →
FB and IG scheduling got an upgrade. Meta launches Content Planner and improves bulk upload flow for Reels. Read more →
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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.
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