Ecommerce Playbook: Numbers, Struggles & Growth How Do I Pitch My Boss on Cost Caps? on DTC Hotline Ep. 2
Aug 15, 2025
Tony Chopp, VP of Paid Media, and Luke Austin, VP of eCommerce Strategy, share savvy insights for eCommerce operators. They reveal why the struggles with Meta Ads often hide deeper issues than mere performance dips. Discover how TikTok can outperform Meta and when to branch into secondary platforms like Pinterest. The duo also breaks down CPM dynamics, warning against the pitfalls of chasing lower costs. Finally, learn effective strategies for pitching cost caps to your boss without breaking a sweat!
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Nothing Working Is Usually A Symptom
- 'Nothing works' is often a misdiagnosis; dig for root causes beyond the ad platform.
- Small budgets and low AOV reduce signal and change attribution choices, so rethink targets and measurement.
Look For The Business Problem, Not Just The Channel
- Separate symptoms from root disease by checking returning customer revenue and conversion rates across channels.
- Broader business issues (competitor discounting, new entrants) often drive channel declines, not just platform tactics.
Measure Incrementality Before Comparing Channels
- Standardize measurement and evaluate channels by incremental contribution or IROAS before drawing comparisons.
- Run incrementality tests or use benchmarks to compare true value across platforms.