Ecommerce Playbook: Numbers, Struggles & Growth What is the future of eCom? on DTC Hotline Episode 1
Aug 8, 2025
Luke Austin, known as 'The Weatherman,' and Tony Chopp, 'The Chopper,' both from Common Thread Collective, share their e-commerce expertise. They dive into pressing dilemmas like why Meta cost caps often freeze up and the importance of fresh creative content in ads. The duo discusses tools for competitor analysis, tactics to enhance customer lifetime value, and when to launch new campaigns. They also illuminate how AI can inform strategy, challenging the notion of whether eCommerce is truly improving.
AI Snips
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Transcript
Episode notes
Lack Of Signal Stops Cost Caps
- You likely aren't spending because Meta lacks enough conversion signal from your account data and creative volume.
- Increase signal before blaming bidding settings and test incrementality to inform targets.
Widen Attribution For Low Spend
- Use a wider attribution window if your spend is small so Meta gets more conversion signal for optimization.
- Test attribution settings (e.g., broader windows) to let the platform learn faster.
Match Competitors' Creative Volume
- Audit competitors' Meta ad libraries and match their creative volume if you want similar growth.
- Ramp creative output aggressively until you approximate winning competitors' ad volume.