Laura Daley’s Post

🚀HUGE news: Attribution is now on Lifetimely 🚀 Most known, trusted and loved for accurate Lifetime Value (LTV) reporting, Customer Behavior and Retention, Lifetimely by AMP now provides full funnel tracking with the launch of Attribution! Analyze your paid media channel performance in one place! Dashboard: See total spend, revenue, CAC and ROAS by channel  Anomaly detection: Track trends, spot spikes and dips in spend and performance  Campaign drill down: Identify exactly which channel and campaign drove the anomaly The launch of this offering marks a major step in our goal to provide Shopify merchants with all the metrics that matter to make profitable business decisions, under one roof! So if you’re a merchant, wrestling with the rising Customer Acquisition Costs on Meta, Google and Tik Tok and trying to understand which channel is performing better, if you’re crunching numbers in spreadsheets or jumping between platforms… this one is especially for you!) The Lifetimely team is ramping up to some big, juicy, powerful feature releases for attribution, coming very soon. Watch this space. Learn more about Attribution: https://lnkd.in/gPAVUy7K

Ever wondered why some DTC brands get stuck with warehouses full of unsold products? The answer is simple: they skipped testing. Here’s how to avoid that trap: 1. Set Up Testing Infrastructure Create a Shopify store ($29/month). Install Google Analytics (free) and Meta Pixel. Set up conversion tracking. 2. Build a Test Product Page Write compelling product copy. Use AI-generated product mockups. Add a 'Pre-Order' option for early feedback. 3. Run Low-Budget Ads Budget: $50/day per audience. Platform split: 70% Meta, 30% TikTok. Test for 3–5 days. 4. Track These Metrics Cost Per Lead (CPL). Customer Acquisition Cost (CAC). Add-to-cart and bounce rates. 5. Make Your Move Strong results? Scale. Mixed results? Optimize and retest. Poor performance? Pivot fast. Key Takeaway Test multiple products for under $1,000 ad spend. No more guessing. No more unsold inventory. Test first, scale second. PS: Struggling to test effectively? Shoot me a DM—I’ll help you get started.

What’s fueling AppLovin’s rapid rise in eCommerce? 🤔 Our data scientist, Enia Xhakaj, PhD unpacked the numbers, and the findings are eye-opening: 1. Last-click isn’t cutting it: A staggering 80% of responses misattribute AppLovin-driven conversions to channels like Facebook and Google. It's time to rethink measurement. 2. Language matters: Consumers identify AppLovin as "Game ad" or "Mobile game"—adding these options to your HDYHAU survey ensures you’re capturing the channel accurately. 3. Device distribution remains a hurdle: 71% of responses come from mobile, but the cross-device challenge persists, reminding us there’s no easy fix for attribution yet. 💡 This is more than a channel—it’s a shift in how we think about acquisition. Is AppLovin playing a role in your customer acquisition strategy yet? Read the full story here:

When you’re about to hit your stretch targets. 🙌 “Such fantastic results!! I think I’m also going to hit my forecast for this month which I thought the numbers were bonkers.” Today I had this message from my client who is running ads across Meta and Google. This is our 3rd full year working together and 3rd Q4. The numbers for this month so far (not hit peak Black Friday yet, so more to come): Meta: £64K sales from £5K adspend - Average ROAS 13  Google: £56.4K sales from £4.5K adspend Average ROAS 12.4 These returns are comparable with last year, even though we were working with half the ad budget, proving that the sales have scaled sustainably & profitably. This is a product with a relatively low AOV, £30, but a fantastic offer and a great store conversion rate 5-7% The secret? There isn’t one. It’s about implementing a strategy and creative system and leaving no stone unturned to uncover opportunities for your sales, year-round. What would results like these mean for your business? Looking to work with a growth partner for your Shopify store in 2025? Send me a message and let’s chat. 👋 #EcommerceGrowth #MetaAds #DigitalMarketing

If you haven't implemented or tested a post purchase survey, what's holding you back? Most brands fail with measurement due to lack of ACTION. You can only stare at the data for so long. This is why I like post purchase surveys - the output is incredibly simple and often creates a clear catalyst for action i.e. running a lift test, running a scale test, killing a channel, revisiting your models etc. It's touted frequently by others in the space, but the most successful brands we work with run the most experiments. The connection is quite obvious. Should you build your entire marketing plan around your post purchase results? No, absolutely not. Should you still run lift studies and media mix models? Yes, and often. Progress over perfection. Especially in this increasingly competitive environment. TikTok now has a direct PPS integration with Shopify and their Ads Manager meaning the reporting is all automated.

When you’re about to hit your stretch targets. 🙌 “Such fantastic results!! I think I’m also going to hit my forecast for this month which I thought the numbers were bonkers.” Today I had this message from my client who is running ads across Meta and Google. This is our 3rd full year working together and 3rd Q4. The numbers for this month so far (not hit peak Black Friday yet, so more to come): Meta: £64K sales from £5K adspend - Average ROAS 13 Google: £56.4K sales from £4.5K adspend Average ROAS 12.4 These returns are comparable with last year, even though we were working with half the ad budget, proving that the sales have scaled sustainably & profitably. This is a product with a relatively low AOV, £30, but a fantastic offer and a great store conversion rate 5-7% The secret? There isn’t one. It’s about implementing a strategy and creative system and leaving no stone unturned to uncover opportunities for your sales, year-round. What would results like these mean for your business? Looking to work with a growth partner for your Shopify store in 2025? Send me a message and let’s chat. 👋 hashtag #EcommerceGrowth #MetaAds #DigitalMarketing

Consumer behaviour during a recession. (how to grow a brand in Q4) We hear fear-mongering headlines about market crashes every day. How does it affect online business? → Facebook conversion rates drop → People spend less (AOV drop) → Canceled subscriptions Why? 90% of DTC e-commerce brands rely on Meta to acquire customers. Meta ads work in a bidding auction principle. It means that it's a living organism dependent on user behaviour. It's simple, really. When people feel insecure, unsure or anxious, they don't buy. As a result, brands need more: → Value proposition. → Pain agitation. → Social proof. Non-essential goods that don't solve a harsh pain point suffer the most. While CPG brands tend to be more stable. In the past 5 years, I spent over $30M on ads. Here is what I do when the economy is down. → Test more creative volume and kill tests quicker. → Explore new angles to find the hungry crowd. → Go lean and focus on backend efficiency. ↓ ↓ ↓ How do you feel about the upcoming BFCM period? P.S. If you feel lost on how to maximize your Q4, we can help. Do you want to be our next case study? DM me: "BFCM" if you are a DTC e-commerce owner doing $50K/month+.

As we navigate through slowing growth in digital ad spending and ecommerce, a deeper dive into EMARKETER's newly released report on the future of digital reveals a promising horizon. A few key highlights Paul Verna explores: 🔴 While Google, Meta, and Amazon dominate, smaller players are poised to seize emerging digital opportunities. 🔴 Despite the cooling growth rates, digital monetization is outpacing the overall economy, hinting at untapped potential. 🔴 Open web platforms, commerce media players, and even brand marketers stand to gain significantly. The digital landscape is shifting. With retail ecommerce sales and digital ad spending continuing to grow relative to GDP, now is the time for companies—big and small—to adapt and innovate. 🌐 Ready to explore these trends and stay ahead of the curve? Subscribers can access the full report linked in the comments. #DigitalEconomy #Ecommerce #AdTech #FutureOfDigital #GrowthOpportunities

𝐌𝐚𝐣𝐨𝐫 𝐆𝐨𝐨𝐠𝐥𝐞 𝐀𝐝𝐬 𝐔𝐩𝐝𝐚𝐭𝐞: 𝐏𝐌𝐚𝐱 & 𝐒𝐡𝐨𝐩𝐩𝐢𝐧𝐠 𝐂𝐚𝐦𝐩𝐚𝐢𝐠𝐧𝐬 𝐀𝐫𝐞 𝐍𝐨𝐰 𝐄𝐪𝐮𝐚𝐥𝐬! Big news if you’re running both Performance Max and standard Shopping Campaigns — Google changed the game this month. Starting this October, if PMax and Shopping campaigns overlap on products, they’ll now compete based on Ad Rank rather than automatically prioritising PMax. Here’s what this means: 𝐀𝐝 𝐑𝐚𝐧𝐤 𝐖𝐢𝐧𝐬: The campaign with the highest Ad Rank now serves in the auction. PMax no longer automatically takes priority. This will mean budget may shift between these two campaign types. 𝐒𝐭𝐚𝐧𝐝𝐚𝐫𝐝 𝐒𝐡𝐨𝐩𝐩𝐢𝐧𝐠 𝐢𝐬 𝐁𝐚𝐜𝐤: This puts standard Shopping campaigns on a level playing field. For eCommerce businesses, it could mean a larger shift back towards Shopping, using it as a competitive alternative or even a fallback. 𝐌𝐨𝐫𝐞 𝐂𝐨𝐧𝐭𝐫𝐨𝐥, 𝐋𝐞𝐬𝐬 𝐖𝐚𝐬𝐭𝐞: PMax can be powerful, but it can lead to wasted spend as it covers a wide net of auctions and placements. With the update, we can fine-tune account strategies and allocate budget to where it’s most effective. This update opens up serious strategic potential and significantly reduces the over reliance on Pmax. Google says this change should have a positive or neutral impact on accounts overall, but as always I'd recommend keeping a close watch on your CPC and whether traffic shifts between these two channels as it rolls out. I've just recorded a new podcast episode discussing this exact update in more detail, link in comments 👇 #googleads #shoppingcampaign #pmaxupdate

If your sales process is longer than 7 days, don't media buy with data inside of Meta only. Meta's tracks conversion for 7 days. (Note: there are more advanced ways to send offline conversions but the average ecommerce brand doesn't send data this way.) I spoke to a brand today generating a million a month in revenue, committed to 3x-ing their revenue but said they couldn't make decisions because ROAS would go down. It's less about what's happening with ROAS in platform alone and more about the full picture. The full picture for new customer acquisition for him includes: 1. Geographies they're advertising in (ROAS is different per market) 2. Definition of the lowest affordable CPA / ROAS on new customers (in platform and business wide) 3. Definition of new customer volume required to triple revenue 4. Definition of new customer AOV 5. Spend required to hit volume targets 6. Target LTV lifts in 90 day cohorts This is a snapshot of the initial metrics that must be defined to align strategy to execution. Right now, it's more execution without strategy. He was honest and said "I don't know the problem so I don't know how to solve it". Let the games begin! _____________________________ ♻️ Sharing is caring - will appreciate a repost, so more people can scale businesses faster. And follow Nehal Kazim for more content like this!