Spending More & Reaching Less? Fix Your Meta Account With Us

Today, we dig into the Meta performance issues we’ve been seeing firsthand - where spend is up, reach is down and performance isn’t tracking the way it used to. We unpack what’s been going wrong, and share the tactical changes we’ve tested to get better results.We get into where we’ve historically over-invested or moved too slowly, how we’re thinking about creative and spend caps right now, and why simplifying account structure might be more powerful than layering on more campaigns. We also discuss where performance has started to turn around as a result of strategic shifts and tests.We also touch our amazon prime day results so far, recent product drops and more.If you have a question for the MOperators Hotline, click the link to be in with a chance of it being discussed on the show: https://forms.gle/1W7nKoNK5Zakm1Xv600:00 introduction05:16 Event Insights and Networking08:06 Product Launch Challenges11:30 Marketing Strategy and Tier Systems13:56 AI Automation in Marketing17:14 Prime Day Performance Analysis20:04 Meta Advertising Roadmap26:07 Channel Diversification Strategies29:04 New Product Launches and Incrementality31:50 Funnel Diagnostics and Performance Metrics34:36 Creative Strategies for Different Audiences37:42 Testing and Optimizing Campaigns40:35 Leveraging Partnership Ads43:51 Final Thoughts on Meta and Future StrategiesPowered by:Motion.⁠⁠⁠https://motionapp.com/pricing?utm_source=marketing-operators-podcast&utm_medium=paidsponsor&utm_campaign=march-2024-ad-reads⁠⁠⁠https://motionapp.com/creative-trendsPrescient AI.⁠⁠⁠https://www.prescientai.com/operatorsRichpanel.⁠⁠⁠https://www.richpanel.com/?utm_source=MO&utm_medium=podcast&utm_campaign=ytdescAftersell.https://www.aftersell.com/operatorsRivo.https://www.rivo.io/operatorsSubscribe to the 9 Operators Podcast here:https://www.youtube.com/@Operators9Subscribe to the Finance Operators Podcast here: https://www.youtube.com/@FinanceOperatorsFOPSSign up to the 9 Operators newsletter here: https://9operators.com/

In this episode, we’re joined by James from Boring Marketing to dig into how smart DTC marketers are actually using AI - not just to move faster, but to build more efficient systems and workflows.We talk about how AI can support content systems and internal processes, the difference between prompting and system-building, and why using AI just to generate content won’t drive results on its own. James shares how he’s using MCPs to improve creative output, how agents differ from real workflows today, and how to get more out of your team by designing AI to work alongside them.James also walks us through how he’s thinking about building repeatable content frameworks using AI, and later breaks down a Shopify product page to show how vague, vibe-based copy, often the result of poor AI implementation, can fall flat.To wrap up, James shares his take on what the biggest implementation of AI in the second half of 2025 will be, and what marketers should be paying attention to now.Want to submit your own DTC or ecommerce marketing question? ⁠⁠Click here⁠⁠.00:00 Introduction 04:33 The Evolution of Boring Marketer08:41 Understanding Agents vs. Workflows12:50 The Year of Efficiency in AI17:40 Getting Started with AI Workflows21:27 Research and Analysis with AI28:46 Vibe Coding vs. Traditional Automation36:25 Tactical Approaches to Creative Generation42:32 Scraping Ads and Analyzing Competitors46:19 Building a Unique Marketing Brief48:16 Learning to Use AI Tools Effectively50:08 The Future of AI in Marketing58:59 Creating a Brand Analysis01:01:00 The Future of AI Tools in E-commerce01:05:09 Closing the Loop with AI Workflows01:11:31 Building a Shopify Site with AI01:22:45 The Future of Media Buying with AIPowered by:Motion.⁠⁠⁠https://motionapp.com/pricing?utm_source=marketing-operators-podcast&utm_medium=paidsponsor&utm_campaign=march-2024-ad-reads⁠⁠⁠https://motionapp.com/creative-trendsPrescient AI.⁠⁠⁠https://www.prescientai.com/operatorsRichpanel.⁠⁠⁠https://www.richpanel.com/?utm_source=MO&utm_medium=podcast&utm_campaign=ytdescAftersell.https://www.aftersell.com/operatorsHaus.http://Haus.io/operatorsSubscribe to the 9 Operators Podcast here:https://www.youtube.com/@Operators9Subscribe to the Finance Operators Podcast here: https://www.youtube.com/@FinanceOperatorsFOPSSign up to the 9 Operators newsletter here: https://9operators.com/

In ecommerce marketing today, acquisition costs are rising, tariffs are up, and growth is harder to come by, which means DTC brands are under pressure to do more with leaner teams. That got us thinking about where are marketers - and our teams - wasting time, and how can we work more efficiently without sacrificing performance?In this episode, we break down the marketing workflows, habits, and internal processes that slow teams down and drain resources, from spending too long refining content that should’ve shipped, to full landing page redesigns, creative testing that never scales, and attribution deep dives that don’t lead to action.We also talk about how to run a lean marketing team without losing output, where DTC marketers tend to overcomplicate, and how to better prioritize what actually drives performance, and much more.If you have a question for the MOperators Hotline, click the link to be in with a chance of it being discussed on the show: https://forms.gle/1W7nKoNK5Zakm1Xv600:00 Kickoff and Prime Day Preparations02:53 Marketing Strategies for Major Sales Events05:45 Driving Traffic to Amazon: Strategies and Insights09:07 The Importance of Attribution Links11:54 Exploring Paid Traffic for Amazon14:52 Wasting Time in E-commerce: Identifying Inefficiencies17:54 The Balance of Ad Volume and Quality21:11 Learning from Product Launches: Successes and Failures23:46 The Role of Plain Text Emails in Retention27:13 Leveraging Existing Products for New Launches41:49 Wasting Time and High Leverage Attachments48:29 Customer Service Tools and Efficiency57:01 Evaluating SEO and Affiliate Marketing01:01:08 Setting Clear Goals for Marketing Functions01:04:32 Retail as a Growth Channel01:10:40 Operationalizing Marketing Insights01:18:49 The Interconnectedness of Digital and Retail RevenuePowered by:Motion.⁠⁠⁠https://motionapp.com/pricing?utm_source=marketing-operators-podcast&utm_medium=paidsponsor&utm_campaign=march-2024-ad-reads⁠⁠⁠https://motionapp.com/creative-trendsPrescient AI.⁠⁠⁠https://www.prescientai.com/operatorsRichpanel.⁠⁠⁠https://www.richpanel.com/?utm_source=MO&utm_medium=podcast&utm_campaign=ytdescAftersell.https://www.aftersell.com/operatorsRivo.https://www.rivo.io/operatorsSubscribe to the 9 Operators Podcast here:https://www.youtube.com/@Operators9Subscribe to the Finance Operators Podcast here: https://www.youtube.com/@FinanceOperatorsFOPSSign up to the 9 Operators newsletter here: https://9operators.com/

This week, we’re talking AI creative, product page testing, and Shopify updates - plus, we’re joined by Steve Rekuc from Common Thread Collective who walks us through how he built the Spending Power metric at CTC, what it tells us about shifting consumer demand, and how brands can use it to adjust spend and planning month to month. We also dig into seasonality vs macro-driven variability, and why awareness of your environment is key to making smarter decisions.We also discuss the viral Kalshi ad and discuss how we’re approaching AI tools for creative development, from visual quality to concept support. We also talk about recent PDP testing wins, what changed, and how to think about the structure of your product pages going into peak season.Want to submit your own DTC or ecommerce marketing question? ⁠Click here⁠.00:00 Introduction02:57 Analytics Reporting and Year-Over-Year Comparisons07:12 Data Warehousing and Shopify Analytics10:54 AI in Marketing and Creative Strategies16:53 Consumer Confidence and E-commerce Predictions23:00 Insights from Common Thread Collective34:20 Understanding Spending Power37:14 Incrementality Testing for Marketing Efficiency40:01 Seasonality and Brand Performance43:41 Predicting Future Spending Power46:59 Consumer Confidence and Spending Trends49:47 Insights from Data for Brand Strategy52:27 Iterating on Product Design and User ExperienceKalshi Ad: https://x.com/PJaccetturo/status/1932893260399456513Steve's X Thread: https://x.com/RSteveData/status/1931107166792159711Episode 64 with Dylan Anders:YouTube: https://youtu.be/QJvj3z68rbE Spotify: https://open.spotify.com/episode/3iwer8FNwuwzDDnAV5X7JV?si=ab23e70a86404639Powered by:Motion.⁠⁠⁠https://motionapp.com/pricing?utm_source=marketing-operators-podcast&utm_medium=paidsponsor&utm_campaign=march-2024-ad-reads⁠⁠⁠https://motionapp.com/creative-trendsPrescient AI.⁠⁠⁠https://www.prescientai.com/operatorsRichpanel.⁠⁠⁠https://www.richpanel.com/?utm_source=MO&utm_medium=podcast&utm_campaign=ytdescAftersell.https://www.aftersell.com/operatorsHaus.http://Haus.io/operatorsSubscribe to the 9 Operators Podcast here:https://www.youtube.com/@Operators9Subscribe to the Finance Operators Podcast here: https://www.youtube.com/@FinanceOperatorsFOPSSign up to the 9 Operators newsletter here: https://9operators.com/

Today we’re joined by Dylan Ander, founder of heatmap.com, to talk attribution, LTV, CAC, creative testing, and what actually moves the needle in media buying performance.We unpack why conversion rate alone isn’t the best indicator of success and what to look at instead, from holdout testing and CAC payback windows to 60-day LTV. Dylan shares his approach to attribution when platform data (especially from Meta) falls short, and how to build creative testing frameworks that truly help scale spend.We also dive into the nuances of media buying across channels, how to interpret noisy performance data, and the signals that actually matter. Dylan breaks down how to use on-site surveys to gather clearer attribution insights - what to ask, how to ask it, and how to use the data. Plus, we get into pricing strategy: why many brands hesitate to raise prices, and how pricing impacts both conversion and LTV.Finally, Dylan walks through an audit of Cody’s website using heatmap and revenue data, offering tactical, high-leverage feedback on what’s working, what’s not, and what to test next.If you have a question for the MOperators Hotline, click the link to be in with a chance of it being discussed on the show: https://forms.gle/1W7nKoNK5Zakm1Xv600:00 Meta Summit Takeaways02:47 AI in Marketing Strategies06:08 Introduction to Dylan Ender09:04 Core Web Analytics Insights11:55 Customer Feedback and CRO15:13 The Importance of AOV and Conversion Rate17:58 Revenue Per Session vs. Conversion Rate20:50 Price Testing Strategies39:41 Revenue Testing and Feedback42:08 The Importance of Price Testing43:36 Challenges in SaaS Pricing44:57 Understanding Heat Maps and Analytics52:58 Live Testing vs. Split Testing56:20 The Role of Customer Feedback in Marketing01:01:12 Understanding Funnel Metrics01:08:53 Optimizing Navigation for Better User ExperienceEpisodes discussed in the show:Episode 1 - A Deep Dive into Attribution and Measurement Episode 27 - How We Set Goals, Attribution Limitations and KPIs for Growth? Powered by:Motion.⁠⁠⁠https://motionapp.com/pricing?utm_source=marketing-operators-podcast&utm_medium=paidsponsor&utm_campaign=march-2024-ad-reads⁠⁠⁠https://motionapp.com/creative-trendsPrescient AI.⁠⁠⁠https://www.prescientai.com/operatorsRichpanel.⁠⁠⁠https://www.richpanel.com/?utm_source=MO&utm_medium=podcast&utm_campaign=ytdescAftersell.https://www.aftersell.com/operatorsRivo.https://www.rivo.io/operatorsSubscribe to the 9 Operators Podcast here:https://www.youtube.com/@Operators9Subscribe to the Finance Operators Podcast here: https://www.youtube.com/@FinanceOperatorsFOPSSign up to the 9 Operators newsletter here: https://9operators.com/

In this episode, we dive into Meta ad performance, Shopify’s latest AI features (including Sidekick), and we answer your DTC marketing questions from our MOps Hotline.We start with unpacking how Meta is performing for us right now - why it’s still the most powerful channel in the stack, but also less forgiving than it used to be. Cody shares the thinking behind his recent tweet on Meta volatility and how we’re adapting creative and media buying to respond.Next, we discuss to Shopify’s latest AI announcements and tools - from Sidekick to generative features inside the Shopify platform. We discuss whether these updates are useful for ecommerce operators, or just more hype.Ad finally, we get into a round of your questions from our MOps Hotline, covering email vs SMS strategy, SKU-level segmentation, channel prioritization, and more.Want to submit your own DTC or ecommerce marketing question? Click here.00:00 Introduction 04:34 Leveraging AI in Marketing07:05 The New Metric: Cost Per 1000 Accounts Reached19:26 Optimizing Meta Advertising Strategies27:38 AI Innovations in Shopify37:34 The Future of E-commerce with AI44:12 Incrementality Testing for Ad Spend51:41 Effective Marketing Measurement and Reporting01:02:54 Pricing Strategies and Conversion RatesMehtab's X Thread:https://x.com/mehtabkarta/status/1924547703373189179?s=46Powered by:Motion.⁠⁠⁠https://motionapp.com/pricing?utm_source=marketing-operators-podcast&utm_medium=paidsponsor&utm_campaign=march-2024-ad-reads⁠⁠⁠https://motionapp.com/creative-trendsPrescient AI.⁠⁠⁠https://www.prescientai.com/operatorsRichpanel.⁠⁠⁠https://www.richpanel.com/?utm_source=MO&utm_medium=podcast&utm_campaign=ytdescAftersell.https://www.aftersell.com/operatorsHaus.http://Haus.io/operatorsSubscribe to the 9 Operators Podcast here:https://www.youtube.com/@Operators9Subscribe to the Finance Operators Podcast here: https://www.youtube.com/@FinanceOperatorsFOPSSign up to the 9 Operators newsletter here: https://9operators.com/

Disclaimer: Meta participated as a guest on this podcast episode, However, Meta does not endorse or sponsor this podcast, its content, or any of its commercial partners or sponsors. Any views expressed are those of the individual participants and do not represent the views of Meta. The Marketing Operators hosts have a live discussion about marketing at the Meta Summit. They discuss the concept of incrementality in marketing, exploring its significance, measurement techniques, and the evolving landscape of marketing tools. They discuss the importance of understanding which conversions are truly incremental and how to effectively measure them using various tools and strategies. They emphasize the need for a culture of experimentation and the role of data triangulation in optimizing marketing efforts. The discussion also touches on the challenges faced by marketers in adapting to changing consumer behaviors and the future of incrementality in the marketing industry. They explore the role of AI in creative development, emphasizing the need for diverse and culturally resonant content. 00:00 Introduction to Incrementality in Marketing02:45 Understanding Incrementality: Definitions and Examples06:04 The Role of Measurement in Incrementality09:08 Tools and Strategies for Measuring Incrementality12:01 Operationalizing Incrementality in Marketing18:03 Triangulation of Data for Better Insights20:48 The Future of Incrementality in Marketing29:23 Driving Brand Outcomes through Incrementality33:30 Revisiting Past Ads for New Opportunities35:43 The Future of Creative Testing with AI39:30 Cultural Resonance vs. AI-Generated Content43:54 The Balance of AI and Human Creativity47:32 Exploring Creative AI Platforms51:08 Actionable Insights for Future CampaignsSubscribe to the 9 Operators Podcast here:https://www.youtube.com/@Operators9Subscribe to the Finance Operators Podcast here: https://www.youtube.com/@FinanceOperatorsFOPSSign up to the 9 Operators newsletter here: https://9operators.com/

How can DTC brands run sweepstakes that actually drive results? In this episode, we break down the full sweepstakes checklist: how to plan, set up, promote, and track a campaign that performs.We’ve been getting a lot of questions from marketers and DTC founders about sweepstakes, and for good reason - when done right, they can drive serious attention, grow your email list, and create a brand moment that doesn’t depend on constant discounting.We walk through everything you need to know to run a sweepstakes for your ecommerce brand: how to time it, what to offer, how to promote it with paid, what legal considerations to keep in mind, and the one element that can make or break your results.If you enjoyed this episode, check out Ep 17 - The Sweepstake Tactics To Create Tentpole Moments for more sweepstakes strategy discussion:Spotify: https://open.spotify.com/episode/5kzE8uNgBBqy9nU3uloppt?si=5586b656d0e045e8YouTube: https://youtu.be/wSgVjuh3i6YIf you have a question for the MOperators Hotline, click the link to be in with a chance of it being discussed on the show: https://forms.gle/1W7nKoNK5Zakm1Xv600:00 Introduction09:05 The Rise of Sweepstakes in Marketing18:02 Strategizing Sweepstakes Offers22:29 Branding and Design Language for Campaigns28:35 Gamification in Sweepstakes39:36 Maximizing Post-Purchase Revenue46:41 Legal Considerations for Sweepstakes50:34 Tracking Entries and Customer Awareness01:03:28 Building Effective Funnels for SweepstakesOperators Exclusive Slack: https://join.slack.com/t/9operators/shared_invite/zt-2tdfu426r-TepSHJP~evAyDfR29U2qUw Powered by:Motion.⁠⁠⁠https://motionapp.com/pricing?utm_source=marketing-operators-podcast&utm_medium=paidsponsor&utm_campaign=march-2024-ad-reads⁠⁠⁠https://motionapp.com/creative-trendsPrescient AI.⁠⁠⁠https://www.prescientai.com/operatorsRichpanel.⁠⁠⁠https://www.richpanel.com/?utm_source=MO&utm_medium=podcast&utm_campaign=ytdescAftersell.https://www.aftersell.com/operatorsRivo.https://www.rivo.io/operatorsSubscribe to the 9 Operators Podcast here:https://www.youtube.com/@Operators9Subscribe to the Finance Operators Podcast here: https://www.youtube.com/@FinanceOperatorsFOPSSign up to the 9 Operators newsletter here: https://9operators.com/

In this episode, we get into a few different areas we've been working through recently, from campaign performance to org structure to how we’re using AI in our day-to-day. We dig into how recent promotions performed across our DTC brands, including Mother's Day and Memorial Day campaigns, and share what we’ve seen work (and not work) when it comes to bundling, gift-with-purchase offers, and mystery boxes.We also talk through how ecommerce teams are structured inside the brands we work with, including where things can break down between marketing, web, and product.Finally, we get into how AI is being used practically in our workflows, from tools like ChatGPT and ElevenLabs to how we’re using HeyGen for localization - what’s been useful, what still requires human oversight, and where we’re seeing opportunity.If you have a question for the MOperators Hotline, click the link to be in with a chance of it being discussed on the show: https://forms.gle/1W7nKoNK5Zakm1Xv600:00 Introduction03:13 Leveraging AI in Marketing06:06 Campaign Strategies and Branding08:56 Sales Performance Insights11:45 Innovative Promotions and Offers15:00 Structuring E-Commerce Teams17:52 Future Planning and Product Roadmaps40:39 E-commerce Operations and Team Structure44:16 Maximizing Post-Purchase Profitability46:18 AI Integration in E-commerce Workflows54:01 AI's Impact on Customer Experience and Operations01:00:00 Leveraging AI for Marketing and Data Analysis01:15:24 Testing and Insights in E-commerce StrategiesOperators Exclusive Slack: https://join.slack.com/t/9operators/shared_invite/zt-2tdfu426r-TepSHJP~evAyDfR29U2qUw Powered by:Motion.⁠⁠⁠https://motionapp.com/pricing?utm_source=marketing-operators-podcast&utm_medium=paidsponsor&utm_campaign=march-2024-ad-reads⁠⁠⁠https://motionapp.com/creative-trendsPrescient AI.⁠⁠⁠https://www.prescientai.com/operatorsRichpanel.⁠⁠⁠https://www.richpanel.com/?utm_source=MO&utm_medium=podcast&utm_campaign=ytdescAftersell.https://www.aftersell.com/operatorsHaus.http://Haus.io/operatorsSubscribe to the 9 Operators Podcast here:https://www.youtube.com/@Operators9Subscribe to the Finance Operators Podcast here: https://www.youtube.com/@FinanceOperatorsFOPSSign up to the 9 Operators newsletter here: https://9operators.com/

In this episode, we break down how we plan, execute, and analyze our go-to-market (GTM) campaigns. We walk through the full product launch process for our DTC brands, from the initial product brief to strategy development, creative asset production, cross-functional collaboration, and post-mortem analysis. We share how we tier our launches, how different teams contribute (from product marketing to paid media), and the systems we use to keep everything moving, including ClickUp, Figma, and Notion. We also review our go-to-market boards in real time, showing how we centralize assets, messaging, and strategy across every channel to run high-impact, cohesive campaigns.Finally, we dive into how we're starting to use AI, especially in copywriting workflows, and where human creativity still plays a critical role.If you have a question for the MOperators Hotline, click the link to be in with a chance of it being discussed on the show: https://forms.gle/1W7nKoNK5Zakm1Xv600:00 Introduction05:22 Defining Go-To-Market Strategies12:03 The Product Prequel Process17:15 Attribution Models and Their Impact20:22 Understanding Product Launch Tiers23:39 Collaboration Between Product and Marketing Teams29:12 Creating Cohesive Marketing Messaging35:46 The Role of Project Management in Marketing39:09 Post-Mortem Analysis for Continuous Improvement45:43 Centralizing Project Management Functions48:36 Go-To-Market Strategy and Execution55:27 Comprehensive Creative Briefs for Launches58:14 Centralizing Creative Assets01:02:56 Brand vs. Product Messaging01:05:39 Design Toolkits for Cohesive Branding01:11:02 Creative Problem Solving with Existing Assets01:15:24 Leveraging AI for Content Creation01:19:09 Establishing a Design System01:22:01 Iterating on Go-to-Market StrategiesOperators Exclusive Slack: https://join.slack.com/t/9operators/shared_invite/zt-2tdfu426r-TepSHJP~evAyDfR29U2qUw Powered by:Motion.⁠⁠⁠https://motionapp.com/pricing?utm_source=marketing-operators-podcast&utm_medium=paidsponsor&utm_campaign=march-2024-ad-reads⁠⁠⁠https://motionapp.com/creative-trendsPrescient AI.⁠⁠⁠https://www.prescientai.com/operatorsRichpanel.⁠⁠⁠https://www.richpanel.com/?utm_source=MO&utm_medium=podcast&utm_campaign=ytdescAftersell.https://www.aftersell.com/operatorsNorthbeam.https://www.northbeam.io/Subscribe to the 9 Operators Podcast here:https://www.youtube.com/@Operators9Subscribe to the Finance Operators Podcast here: https://www.youtube.com/@FinanceOperatorsFOPSSign up to the 9 Operators newsletter here: https://9operators.com/