​​Here we go again. Facebook was just a first one suffered from Apple iOS 14.5 privacy rules.

It was a no brainer that other will join the train. Twitter, Snapchat - all 3rd party cookie tracking reliant ad platforms.

Massacre. Bottom line - we’ll just be seeing more non-relevant ads.

Some positive post-iOS14.5 FB conversion campaign updates:

1. There will no longer be a 72-hour reset period if event configuration is edited.

2. There is flexibility for optimization beyond top 8 priority events.

3. 7-day click attribution setting will now include modeled conversions from opted out users and will no longer be “partial".

These updates will start rolling out 6/16, except for the 7-day click attribution for opted-out users which goes into effect 6/30.

Why it’s great? -> More information that Facebook can use for optimization of our ads.

Folks from Adleaks and other marketing communities reporting big drop of FB ads performance.

We see that as well.

Multichannel marketing approach and backend monetization through email/sms marketing helps to markup the drop.

MER over ROAS.

Hope the new changes will get FB performance back on track 🤘

​​So happy to see our clients winning.

From $28,000 per month to $28,000 per 4 days.

All it takes just:

+ Solid ads execution (acquisition)
+ Email/SMS strategy (retention)
+ Shopify conversion rate optimization.

Great product + great marketing make wonders.

I'm getting asked often "What ROAS to expect from Facebook ads?"

Depends on monthly ad spend.

$0-$10k = 3x-8x roas
$10k-$50k = 2x-5x roas
$50k-$150k = 1.75x-3x roas
$150k-$500k = 1.25x - 2.25x roas
$500k+ = 1.0x - 1.5x roas

Based on my experience. Rough estimate for a $120 AOV store + proven product.

The most underrated Productivity Hack.

Shut down the 58 tabs you have open. Close the programs you never use. Clean up your workplace.

Now - do what’s important.

Have a lack of creatives for ads?

Use platforms like Billo or Insense for hiring creators to shoot UGC content.

UGC is killing it on Facebook/Snapchat/TikTok ads.

"iOS 14 tanked my ads and killing my business…"

It’s just part of the ever-evolving ecosystem. The biggest thing is leveraging MER or (total sales / total spend) to measure results vs in platform.

I'd also recommend any new brand spend as much time on email/SMS flows + building organic sales channels.

DIY timeframes retargeting blueprint:

Adset 1. VC+ATC+IC 90 days exclude VC+ATC+IC 60 days

Adset 2. VC+ATC+IC 60 days exclude VC+ATC+IC 30 days

Adset 3. VC+ATC+IC 30 days

For each adset you have different messaging: social proof angle, discount angle, value bullets angle etc.

If you have enough audience in each: VC, ATC, and IC - you can divide them to separate ad sets as well. And exclude one from each other.

Example: VC exclude ATC+IC. And ATC exclude IC. For the same timeframes.

Which I’d recommend, we do that quite often.

Otherwise glue them together to avoid high CPMs.

Now it takes 20 purchases per adset instead of 50 to get out of the learning limited phase.

​​Long time no see folks! Getting back on track 🤘

Example of a great brand Everlane going the extra mile to get qualified people to the team. People > tools.

Great easter egg @Everlane 🤘

​​Perfect timing, Gorgias team!

If you don’t know what Gorgias is - how you’re still in ecom? 😅kidding, but Gorgias is an exceptionally great customer support system. Helps to manage all emails, FB/IG messages, comments under the ads inside one covenient interface.

We are using it for 20+ brands we’re working on. Love it!

Do you know that Facebook can hiddenly demote your ads and content? Just to name a few:

- Clickbait Links
- Engagement Bait
- Low Quality Videos

Here is a link to the Facebook transparency guide with all types of content that raise your CPMs

https://transparency.fb.com/features/approach-to-ranking/types-of-content-we-demote/

​​These are 14 actionable things I learned by launching the DTC e-commerce business on Shopify in 2021 as DTC agency.

So grateful to be able to test and scale this brand with our tegra.co team.

Here is what allowed us to get almost $30k in sales in 3 months.

We started to work on it in August from pretty much zero. No Shopify store. Just an idea and an urge to get it off the ground.

To be 100% transparent - we’re not 0 noobs. We’re helping DTC brands launch and scale for 3+ years as DTC marketing team tegra.co

So we knew what to apply right away to get to the baseline of the performance. But what we didn’t know is that it’s not always about marketing, but how the backend is structured.

Let’s get started.


1. Less focus on Facebook (any) ads tinkering, more focus on the offer and CRO.

Don’t get me wrong, creative testing and ad scaling is a huge part of e-commerce operations.

But the biggest bump in our bottom line and ads profitability happened after the CRO audit.

1.1 We’ve learned and implemented a lot from @LandingPageGuys (big up to @oliverkenyon) stuff.

It boosted our conversion rate from 0.5% to 2.5% on average. That is 5x more revenue from the amount of new and recurring traffic!


2. Amplify customer acquisition and retention with email and SMS.

It’s not only about upselling to your previous customer list through blasts.

It’s about squeezing more revenue from TOF with abandoned cart/checkout/browsing recovery flows, popup to collect emails, welcome flow.

2.1 Our go-to here is everything @ecomchasedimond is preaching. Our email marketing team’s bible is everything Chase releasing.

Implementing this is bringing an additional 10% of revenue just from automated flows. Even for a new brand like ours.

2.2 We can’t wait to work more on customer retention through email/SMS campaigns.

For some of the other brands we manage emails for - it can bring up to 45% of bottom-line revenue.

That can make or fail any e-commerce business.


3. Stock management, delivery time, and customer support is the key to customer retention.

Why do I summarize these three? Because these are all about making sure your customers are getting your stuff in time and always know you have their back.

3.1 There is nothing worse than not knowing where your order is and not being able to get feedback about it from the brand.

@tryrushapp has been a cherry on the cake for our stack. So much that we become Rush partners and installed it in all our clients' stores.

3.2 It gets real-time updates from shipping carriers and triggers Klaviyo flows with tracking updates emails.

That creates a truly Amazon-level shipping experience for the customers.

3.3 We connect it with amazing @gorgiasio where we handle all of the customer support tickets from support email, @klaviyo email replies, @SmsBump 1-1 SMS conversations, on-store chat, Facebook/IG comments under our ads, and organic.

To make sure we are always there for them.

4. Don’t expect it to make you money so fast.

Yeah, we’ve seen that. Shopify gurus telling you how they make millions on dropshipping stores overnight.

Just launch your store. Pull in Aliexpress supply automation. Boost it with ads and drink you cocktail on Hawaii.

4.1 Yes, that worked years ago. Yes, you can get lucky and hit the winning product. But the chances are so small that it’s better to gamble in a casino.

This is not a “get lucky” business.

4.2 This is hard work in all the directions: customer acquisition, retention, support, product development, finances, fulfillment, and dozens of other things.

And at the start, you spend more money than you make. First customers are hard to acquire. It’s rarely to be profitable.

4.3 Not when you test so many things. Not when you don’t have product-market fit.

We spend $1 to get $1 in revenue. And then we have COGS, subscriptions fees, shipping fees, payment fees. Not to talk about stuff we need to pay.

4.4 But we’re building a business here. Not get rich fast Ponzi scheme. The business that can be sold for 3-5x yearly profit.

It’s an investment.

Following this long-term mentality is what helps you get to the point, where it takes off.

At least it is for us 🙂


Le Finale.

Let me know if you have any questions (and follow if you feel so) @iamgalba and @hellotegra on Twitter and Instagram.

I’m going to make an update on this brand's progress at the end of Q1 2021. Tell me if there is something else you’d like to see in the next TLDR.

Happy New Year 🤘

The more we spend on Tiktok ads, the clearer it becomes: Tiktok rely only on its own data. Having pixel installed and collecting data generated by other platforms doesn’t help.

Only your money spend ON the platform. So we keep patient and invest money upfront 💰