DTC Podcast Ep 567: Ecom CMOs: How Pilothouse Used Meta’s Update to Drive 30% Higher CTR with Fewer Campaigns
Dec 12, 2025
Taylor Cain, a growth and paid media strategist at Pilothouse, dives into how Meta's Andromeda update boosted CTRs by 30% during BFCM. He highlights the power of campaign consolidation and creative-persona alignment to drive cleaner performance. Taylor also discusses the rebirth of partnership ads for enhanced reach and retargeting, and shares insights on using real-time attribution tools like Triple Whale. Finally, he emphasizes the importance of blending planned and real-time creative strategies for maximum impact.
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Pilothouse Christmas Party Return
- Taylor described Pilothouse's lively in-person company Christmas party as a true return to form after remote years.
- The team celebrated with prizes and reconnecting, boosting morale before BFCM work.
Andromeda Drove Big CTR Gains
- Meta's Andromeda raised outbound CTR significantly, with pilots seeing up to ~30% year-on-year improvements for many brands.
- Higher CTRs offset rising CPMs by driving more efficient, high-quality traffic into funnels.
More Creatives Got Real Delivery
- Andromeda allowed more creatives within a campaign to receive delivery rather than a single top performer monopolizing spend.
- That made continuous creative feeding into top campaigns more effective than before.