Context: > Client is in the supplement space, so they care only about New Customers, as they rely on LTV > They measure it via Northbeam 1st Purchase, and the target is 0.9 on NCROAS Cash > This means, ROAS in FB can be over 10, if it's not over 0.9 in NB, it's not good

Numbers analysis: > Q4 had the lowest spend, and as expected highest CPM and CPC, no matter the highest CTR Videos: > Drop in thumb-stop ratio and average watch time > Hold rate slightly improved over time

Conversion metrics: > Recently increase in cost per ATC, as well as drop in FB ROAS > Drop correlated with drop-in MER 1st and % of new visits > AOV is pretty similar for all periods, as well as CR (at least on FB side)

Funnel: Funnel has amazing metric, probably due to the lower AOV, which makes users add to cart more frequently The biggest areas for improvement are: > improve CTR > increase AOV to allow yourself higher CAC Now that we covered general stuff, let's dive into the campaigns:

1) Retargeting CBO $300 >Engagers and thruplay audience in 1 ad set, ATC and VC in another Engagers spending more, as expected as they are a bigger audience, but the performance is lower, so it doesn’t make sense to use CBO With ABO you can control the budget perf performance

Engagers ad set not excluding VC, so there’s probably overlap > makes no sense to have them separated if you aren’t gonna exclude them, VC audience basically active in both ad sets > No optimization on the ad level all ads are active no matter the MER

2) TOF CBO Budget not tied to the performance in all cases, I personally like to use ABO > Some ad sets spending more, but have bad results A mix of LAL, Broad & interests > Excluding purchase and Klaviyo list, US both genders, Auto placement, 7dc - good

Great ads: >Statics communicating the angle >Tiktok voice over >Mashup reviews In each ad set, over 10 ads > Again no optimization on the ad level, some ads are clear underperformers > using post ID and UTM, but no asset customization How to fix it? https://x.com/IstvanicMarin/st...

3) TOF Test Over 20 active ad sets Some tests in Dynamic - but with too much variations > 3 creatives, 3 copies, 3 headlines, 2 CTA = over 50 variations, stick to 15-20 No winning post IDs extracted from the tests? > Big mistake - this is the point of Dynamic testing

> Some ads under whitelisted pages - great > In some ad sets there’s only 1 ad - it’s basically hit or miss approach Use different thumbnails, headlines, or hooks to maximize the chance of finding a winning ad > Half of the tests are testing audiences, not creatives - mistake

4) TOF LAL Multiple sources - purchase, engagers, and buyers Audiences split by % of LAL, every 2% It’s not a new funnel or product, just a new audience - there's no need to have a different campaign > Also - why in CBO The budget atm is again not tied to the performance

5) ASC > 0% cap for budget for buyers - great > 24 ads inside Half of them are proven winners, half are not - stick to the winners > NO optimization at all - all ads are active - why? Maximizing the efficiency is not just scaling the winners, but also cutting the losers

Recap - Mistakes and opportunities > Better optimization Especially on the ad level A lot of bad ads are still active Budget often not tied to the performance in CBO > Beter retargeting setup Without overlap

> Better testing framework Multiple variations of videos and hooks, not just 1 More thumbnails testing > ASC Why no optimization at all Have a new ASC for the Catalog ads, or for a new SKU No need for a new campaign for each new audience

> Ads Need more direct response creatives Start using asset customization Some ads not using post ID - losing social proof > Dynamic ads Fewer variations, so FB is not overwhelmed with possible combinations Extracting the winners

With an Ad account audit, I'm able to identify multiple mistakes and opportunities in the prospect's ad account that can change the trajectory of an Ecom brand If you are an Ecom store owner spending at least 50k a month, DM me if you want the same audit for your ad account

Do you run a DTC brand and need help scaling your store? 🚀 We'll help you maximize the efficiency of your FB ad account and add an extra 5-6 fig/month WITHOUT any extra ad spend Go here & stop making the same mistake and burning your money on ad spend: https://bit.ly/inspiremarin

Do you run a DTC brand and need help scaling your store? 🚀 We'll help you maximize the efficiency of your FB ad account and add an extra 5-6 fig/month WITHOUT any extra ad spend Go here & stop making the same mistake and burning your money on ad spend: https://bit.ly/inspiremarin

@IstvanicMarin super detailed! Love it!

@dtc_alchemist the devil is in the detail

@IstvanicMarin Is that with subscriptions or just one time purchases?

@robertlondahl They have both options, but obviously aiming for subscriptions

@IstvanicMarin We’d be interested in having someone take a look at our account.

@Areshsaqib1 Dm me

@IstvanicMarin Thanks for sharing. What numbers are you using for your thumb stopping rate?

@pena_austin 3 sec video views / impressions

@IstvanicMarin Whats the formula for thumbstop percentage please?

@IstvanicMarin @readwise save thread

@IstvanicMarin @readwise save thread

@IstvanicMarin Thanks for sharing!

@IstvanicMarin Quite informative! Thank you for sharing.

@IstvanicMarin 13% CR is amazing. Can you share details about the landing page used for ads?

@sl_m0n it's that high cause it's super low AOV and there are probably some view-through conversions there, so probably not that high and sorry I can't share any details

@IstvanicMarin Great one Marin.

@IstvanicMarin How are you tracking adset performance? FB data is so unreliable so I assume you're entirely using Northbeam?

@OliverScale01 In this case, yes, we are using NB Depending on the clients, we also use TW, Cometly, Hyros, or just FB data in combination with Converge