Building. | Prev: Head of Marketing at True Classic, VP at Nood
Austin, TX
- Tweets 2,258
- Following 1,412
- Followers 3,791
- Likes 9,348
It’s a first for me. In my entire career this is the most egregious and damaging thing I’ve seen from Meta. This hurts consumer trust and confidence tremendously.
& now I have my team wasting time double checking settings every single time they upload new ads.
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I am rebuilding our email/sms flows at True Classic from scratch.
Who should I reach out to work alongside me on this?
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FYI Facebook is now reporting in Time of Conversion, not Impression.
Not seeing a lot of resources on this topic — below is a simple breakdown and illustration.
(This applies to any channel that is limited to Time of Conversion)
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If your CPMs are insane today
> Breakdowns
> Impression Device
Seeing Android smartphones eating up 68% of spend with CPM's up 166% DoD...
guess everyone is doing "Android Only" targeting ahead of the rumored iOS14.5 drop / Apple's event?
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Hey Performance Marketers: Know anyone affected by layoffs?
Hiring for a few spots at StitcherAds —
- Sr Role — Director of Media Strategy (my old role)
- Sr Role — Director of Creative Strategy
- Sr Role — Account Director (2)
- Account Managers (2)
1/ 🧵
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Performance marketers are drowning in data—and it's blinding them.
Many are stuck in a self-fulfilling prophecy, chasing numbers that only confirm what they already believe, all while overlooking a critical goldmine: the non-buyers.
Understanding why some customers don't buy is where the real opportunity lies.
Ignoring this white space means missing out on untapped market segments and massive growth avenues.
Excited to try this feature to collect pre-purchase survey data, so I can better understand the customer who isn’t buying from us, yet.
KNO is no longer just a post-purchase survey company...
Today, we're launching pre-purchase surveys (in alpha)
The avg Shopify conversion rate is 1.4%. This seriously limits the amount of user-generated data we've been able to capture.
That changes today.
Now, you can trigger a question on your site with the following triggers:
- exit intent (cursor moved outside window)
- on scroll
- seconds on the page
Some use cases from our early adopters include:
- Understanding what is creating friction from someone buying (and getting ahead of it)
- Better understanding how to merchandise their store by asking:
What are you looking for?
Size, color, category/style, material, occasion
Who are you shopping for?
We're opening this up to 2-3 more brands to test out.
Hit me if you want in
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Who is everyone using for SMS (provider + agency)? 👀
Looking for recommendations for 9-figure brands.
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Honored to be sharing the stage with Nik & Moiz as they host the Limited Supply Podcast live next week at the Whalies by @triplewhale
Tough questions and thought-provoking discussions are coming my way so you won't want to miss out – you can see the stream live here on X!
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Good job Warby Parker x Delta, bravo 👏
Viewing glasses for the Eclipse today on my flight to NYC.
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Phenomenal 3 days in Aspen, massive THANK YOU to @Bbruhis, the sponsors, and everyone else involved in creating a special moment to connect, celebrate, and discuss DTC of course.
Special shoutout to @DenneyDara & @EcommScott for the amount of knowledge and guidance provided.
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In the past week I’ve ran into @michael_true_ 3 times in 3 different cities…. Mike, where are we going next?
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.@Sendlane is the real deal. Never have I experienced this level of involvement and support from a company (it's not just Jimmy, the entire team is on top of it).
As someone is operating on negative bandwidth, its a breath of fresh air to know we have partnerships we can lean on
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Sample size: 1
But I imagine the sentiment would be the same across the board. Maybe just bad timing for this platform?
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This is automatic opt-in, but you can opt-out under Commerce Manager > Settings > Offers.
Please do. Right now, everyone go opt out. 😉
No wonder Shop is performing better than the regular website placement
FB is giving some of the users a 20% discount, and then refunding the brands in Shopify
I checked few of our clients, and 1 is seeing the same, although they didn't opt into anything like this
Super strange
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I know you guys are busy building AI images right now, but I'm looking for recommendations on a reliable Replo builder.
Pages are designed, just need to be built.
I'm 10x'ing my focus on funnels.
(Also open to people who build the page within Shopify)
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Let’s gooo @noodskin (will buy the Nood handle at some point…).
Best customer experience presented by @fermatcommerce
- Nood
- @LaundrySauciety
- @hauslabs
- @mindbodygreen
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Hi 👋 folks — hopefully not too late to the party. I work in ad tech as a paid social strategist helping a handful of eComm / F500 retailers.
- I like to give insights on what im seeing across paid social + talk new features
- new(ish) to Twitter - aiming to expand my network
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Connecting with the @ecomfounders group next week to chat how we’re actively using and thinking about AI integration at TC.
If you’re into cutting costs, boosting output, and turning AI into a real lever for operational excellence, sign up. I don’t keep it surface-level.
ECOM AI SUMMIT NEXT WEEK
Hear @BryanECano drop some BOMBS on how True Classic is leveraging AI internally for lowering costs and increasing output.
Link to apply on the next tweet 👇👇
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Why do your screenshots only show 1 campaign labeled “test” with 0 results in March?
Doesn’t seem like they were actual ads with intent to run— unless you took a screenshot of another ad account?
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We are still validating the ROI of Nostra (barely onboarded this week), but the immediate site performance impact is incredible.
Measuring:
- RPS
- Bounce Rate
- Meta ads CPM & Quality Scores
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What a timely video — this morning I was talking to some folks on my team about this topic.
Surveying your customers is incredibly valuable, but it can create tunnel vision.
Survey the general population and see how responses differ — you may walk away with your next $100mm opportunity.
🔥 Hot tip from @BryanECano: Survey both insiders and the general population to find the white space in your market.
Join the conversation at Commerce Roundtable Miami on April 25th and learn playbooks from 240 DTC leaders.
⏰ Final countdown — fewer than 40% of tickets remain!
Grab yours now: commerceroundtable.com
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Who is building the @Superhuman version of Slack? It's very needed.
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Remember the Tecovas video? Growth isn’t just a function of ads & funnels. It’s also new product expansion.
Finding your white space advantage 🎯
@BryanECano reveals how customer insights unlocked massive growth opportunities.
On April 25th, DTC's finest are heading to Miami to share their unfiltered strategies driving real results in 2025.
Tickets are going fast - already over 50% sold out!
Secure your spot now before it's too late ⬇️
commerceroundtable.com
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This is the coolest thing I’ve seen all week. Immediately setting it up
There was some chatter on X this morning about using AI Agents in ecomm (DTC? idk what the cool kids use anymore)
We're working on some really cool stuff over @triplewhale
Here's a sneak peek into Agents using PPS data as an example
@iamshackelford @souravghosh
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Understanding the value of an impression unlocks a whole new world in marketing.
It’s difficult, complex, requires effort. But can give you a competitive advantage.
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I can’t get behind the idea of acquiring a customer at all costs.
My stomach-turning reaction is from seeing the feedback from our loyal customer base — they were shocked, disappointed, couldn’t believe we’d do this intentionally.
It hurts trust and credibility with our most loyal and most valuable customer.
I get it — it’s a new audience, but let the brand make that decision. If we were a sub $50mm business? Sure, whatever. Help me unlock audiences.
But True Classic is a global omnichannel 9-figure brand — this doesn’t just hurt trust with my existing customers but could damage relationships with our wholesale buyers.
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For those that want to learn more about PCM - below is a great resource
It is essentially Facebook’s Aggregate Events Management (AEM) and helps explain the “why” in the 8 events prioritization, value-optimization enablement, and breakdown restrictions
- webkit.org/blog/8943/privacy…
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feels like Texas is becoming a giant suburb as Austin continues to develop north and Dallas towards the south.
But yeah I would wager all those people live in Frisco/Allen, West Plano or Highland Park lol
*excluding the pan handle
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If you see dynamic ads that lack personality be sure to screenshot, and pass it along to Dan.
Got to work in the @Marpipe_HQ office today — shoutout @danpantelo for the hospitality!
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Are you a founder or brand builder? In NYC next week?
My buddy (twitterless Bill) is hosting an event at SoHo house. Sign up below:
lu.ma/uu5e4df1
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Who is leading the AI consulting space? 👀
I’d love to connect with AI consultants that are building systems and processes to scale marketing teams (QA Review, SOPs, Automations, etc).
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Absolutely, and that’s my point — humans are complex and can’t be boiled down to algorithmic delivery and reporting on Meta’s dashboard.
Advertising is becoming a lost art due to obsession on making a very specific KPI on meta look good.
It’s why I respect display programmatic buyers so much — they don’t get CBO/Cost Caps or ROAS to optimize off of :)
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Great to see this rolled back. Meta was the only platform that came out with their own version of ATT compliance through AEM — but the rules were a severe self-limitation.
No other platform followed suit. All continued to track beyond the allowable 7/1 cookie.
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I’m a big fan of using tools like TripleWhale and Haus.
But if you don’t access to these tools “going dark” and turning off media is a good way to get a pulse on the gross revenue AND contribution margin of an activation.
Cause + TIME = Effect.
Everyone understands the Cause and Effect in that equation.
Time is what’s often missed. Or at least a misunderstanding of how MUCH time incremental experiments might take
@BryanECano (VP of Marketing at nood and a @fermatcommerce client) does a great job breaking this down in the clip below.
Incremental experimentation is something you’re going to have to get comfortable with if you’re serious about uncovering problems to solve + solutions to solve them within your ad strategy.
Incremental experiments are an effective lever to pull to identify more efficient approaches (or understand what is actually less effective than you might think). But you need to be ready to give them a realistic scope of time to generate some kind of actionable or useful learning.
For example, turning your Meta ads for 3 days isn't going to tell you anything, because the ads that people saw on Monday/Tuesday/Wednesday are still working. You need to give yourself 2-3 weeks to actually learn anything useful from that or similar experiments.
Get comfortable being uncomfortable—that’s why you’re in the lab in the first place.
I love to post about these ideas as they apply to everything we’re optimizing in the e-comm SaaS space here at @fermatcommerce—be sure to follow me for more of these insights.
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I have brands pulling in 7-10x in omniture last touch.
Not 1/0 (24 hour click through) but literally clicked ad and purchased.
It does work - especially at scale.
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Yes — it falls under feeds. It’s called immersive experiences and I’m soooo bullish on it. It’s bringing more elements of contextual advertising to facebook, pretty exciting!
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Looking for the best team (or person) that makes man-on-the-street content 🎤
Bonus points if you’re in LA!
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Similar to Connor— reviewing old notebooks and found my first ever funnel for an Amazon FBA that got me through college.
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TikToker creates a commercial in her college dorm...
... and it looks comparable to what is shown on TV.
Love the ingenuity of putting this together.
#MarketingTwitter
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Signal.
But instead of bolstering US manufacturing, factories in China are creating brands and selling direct to consumer. Guess what? Their margins can take pretty steep tariff hits.
.
my sense is it will just accelerate the direct-to-supplier trend
one way to avoid tariffs is to manufacture in the US
an easier, faster way, is for consumers to just cut out the middle man (brands) and get the savings by going straight to the source
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This.
@SlackHQ please bring your mobile app features into the desktop app.
- I should be able to read threads and manually mark as read
- I should be able to sort all messages based on recency.
- the VIP feature needs to be expanded to support multiple groups — ‘teams’
Roughly one third of a modern CEO's job is trying to find that fucking Slack conversation you were in earlier
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How do you maintain momentum as you build something great?
Below I provide insight into the Death of Productivity. I also introduce 2 tips to help you hit your stride as you build your startup, department, or personal goals.
Read & Share 👇
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The last time I went for the cheaper hot-shot up and coming, I got burned. Still getting burned.
Now I’m paying for both the incumbent and the new challenger. 👎
Proceed with caution — do detailed diligence on feature gaps are and ensure existing integrations wont break.
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TikTok attribution sucks – if you find a way to measure it without worry about in-platform reported ROAS, its ripe for arbitrage.
Here's an ad set that launched a few days ago. 9% CTR on a $5 CPM is wild. Very easy to make this profitable.
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Hey 👋 — follow me for discussions and insights of the Performance Marketing world through the eyes of a paid social media buyer & strategist.
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Throw back to an insane True Classic Moment for all you UFC fans. 🔥
He made it look easy! 🔥
Our @TrueClassicTees Moments Series is back with part three! Watch @Cody_NoLove put on an absolute clinic to win the title against Dominick Cruz at UFC 207! 💪
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Because it auto selects and doesn’t show you accurate previews.
When I went back I saw 6 AI ads selected — none were grandma.
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a new quarter is around the corner, have you thought about your goals and how you're going to hit them?
I accidentally stumbled into OKRs a year ago, but now I leverage this framework for personal and professional aspects of my life. Give it a try this quarter.
#ship30for30
ALT How to set an OKR: A Guide for All Areas of Life
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~65-70% of US households have Amazon prime.
~70% of US sales occur in-stores, retail.
Shopify stores as a channel are not that large relative to where majority of consumers shop — your brand and products must meet consumers where they are.
Re: cannibalization…
Is the question whether introducing Amazon as a sales channel cannabilizes dtc sales?
Or whether the effectiveness of ads on dtc diminish as you start selling on Amazon?
we get asked this all the time and have looked at both
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Janine - wow just dropping gems!
Can I circle back to what Audrey just said. The heavy hitters in here are hitting heavy.
Please follow all the speakers, especially me. And don’t forget to DM me “clubhouse” for a free book (just pay shipping) on why you should buy my course
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An abundance mindset is enough to keep you motivated.
I got to witness this revelation yesterday; it was fascinating.
#ship30for30
ALT Abundance Mindset
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Have you started thinking about Q4?
May through July are testing months. Try new offers, dial in your funnels, test a new advertising platform.
Explore new awareness and acquisition drivers.
Then take winning tactics into August and September to build up demand for Q4.
Brands need to get comfortable with delayed gratification.
You need to dish out money for demand creation well before you'll ever see ROI — and be okay with that...
Let me explain with an example shared by @BryanECano, VP of Marketing at Nood:
Most brands have peak Q4 periods because of BFCM and the holidays. This means August - October is all about demand creation.
During that period, focus on creating thoughtful campaigns aimed not at driving sales, but at increasing awareness of your product.
All this does is spin consideration, gearing up for the big trigger moment of purchase.
With those campaigns, you will spend tens of thousands on ads and see very little returns.
And that's exactly the point.
Once November and BFCM roll around, you can shift to demand capture and will start to see your ROI shape up by the end of Q4.
That means being comfortable with delayed gratification.
Do you agree? Curious to hear your thoughts.
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In other words: having a facebook, TikTok, or literally any 3p JavaScript pixel on your site that passes back site visitation events can be considered a privacy violation under wiretapping laws.
🤦🏻♂️
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There's 2 themes here.
1. Meta severely lowered the bar for what many consider marketing.
2. Learning how to measure marketing efficacy is crucial for growing a business.
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The most underrated Klaviyo feature: Facebook audience sync
It’s like a CDP (customer data platform) to integrate and manage audience segmentation and personalization.
Entire businesses are built off this feature.
Use it.
A 180-day pixel Purchaser exclusion isn’t enough.
I catch this mistake every week.
If your goal is net new customers, do you want to pay Meta again to bring back a customer who bought ~6 months ago?
No.
Use a full customer list exclusion too. Super easy via Shopify/Klaviyo.
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In charge of any testing? Check this thread out.
I have a lot of pride in my testing process, but London absolutely delivered with this tracker and framework.
This is how you track tests and compound learnings.
HexClad’s creative testing calendar: the secret behind keeping track of and analyzing the hundreds of assets we launch every month.
Let’s dig in to how we:
- track creative launches
- track incremental creative success
- track creative type launch frequencies
V1 vs. today 👇
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1,000% — and it doesn’t have to be complicated. A simple logo or branded border are enough to get started and make Dynamic Product Ads more effective.
My DM’s are always open for anyone who needs free advice or resources to make this happen.
Customizing images on your product catalog is one of the most underutilized tactics out there. Worth your time.
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A must-listen. Sums up why ATT is so controversial and, in my personal opinion, an anticompetitive practice that monopolizes iOS user data for Apple as a hardware manufacturer, software developer, and ad network.
open.spotify.com/episode/56u…
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Embracing failure is easier said than done, but 'failing' is normal.
Below I dive into my thought process on what I'll do next after failing the #Ship30For30 challenge.
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British DTC — while you’re at it, can you wear True Classic and get me some unfiltered English UGC for my UK ad account?
Thank you.
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Flurry finally updated their ATT opt-in tracking page to include methodology.
Unfortunately this led to a lot of click-bait, misleading headlines about opt-in rates being 4%.
Reading Flurry’s methodology, it makes sense why they measured low.
flurry.com/blog/ios-14-5-opt…
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You’ll want to see this.
Everyone go follow @JoshLilj1 — he’s doing incredible things for people.
Video in reply.
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I’ve seen people turn off ads that have a really low cost per ATC but low Meta ROAS — then 4-5 days later their account is in the gutter.
It’s a very common behavior I see.
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COVID took me out a few weeks ago and have been playing catch up. I’m back!
Stay safe everyone — hearing many people getting covid these past few weeks.
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Post your Amazon wishlist link!
amazon.com/gp/help/customer/…
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- Apple claims privacy is fundamental human right
- conceding geographically weakens that statement
- strengthens FB’s argument in court
I suppose they can concede, but this could be tipping point to give FB et. al. legal advantage.
apple.com/privacy/
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Anyone else see overspend on cost caps this morning?
Spend is up 40% by 10am CT vs. same time yesterday and largely from Cost Cap ad sets
Historically I've been 30% allocated on Cost Caps, but turning it off until Meta's auction is fixed. Clear repetitive evidence its disrupted
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What does it take to build a habit?
Focusing on your first step.
Below I've outlined what this first step means to me and why I've committed to #Ship30For30. 👇
ALT Going from Zero to One
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