Jessie Healy 🎨's Linkedin Analytics

I don't know who needs to hear this: Stop tracking campaigns on a last-click basis. Here are two scenarios to help you understand why: Scenario 1: user sees a Facebook ad, clicks on the link but doesn't buy. The next day, they Google the brand as they can't stop thinking about it, and convert from their organic brand search. Which channel is responsible for the sale? Scenario 2: user sees a Facebook ad as first exposure to the brand, and clicks on the brand's social media page. They enjoy the content and so they follow the page. 3 weeks later, they see an organic post come up, and like the post. Then they get retargeted from the social media engagers audience, they click the ad and add a product to their cart. They're still unsure, but receive an abandon cart email the next day, and convert from there. Which channel is responsible for the sale? There is no silver bullet for attribution, but a tool that takes into account the complex and nuanced interactions that happen prior to purchase will help you navigate. What are your favourite attribution tools?

If you are having trouble scaling your Meta Ad Account - check whether you have this (common) problem - which is often the symptom of a lazy agency, but can also be just a lack of understanding of how the algorithm now works. The problem is a lack of ad creative diversity or differentiation. Relying on testing very small changes to ads rather than taking 'big swings' at new creative concepts. New creative is now essential to ad account performance. The reason it is important is not just because it connects you with new audiences and convince new people to buy - Meta has now told us that ad accounts that have more 'creative diversity' are performing better. It is pretty clear that the algorithm now actually understands that an ad iteration is not the same as a net-new concept, and it is prioritising the net-new over the iterations. So if your agency or media-buyers are not actively coming up with totally new concepts, angles and ways to communicate your message, you can can get stuck in a cycle of 'iteration' that doesn't allow you to scale. If you have a Meta rep, ask them to provide you with a 'Creative Differentiation Report' - this report can tell you whether your account is using enough new concepts or whether there is room for improvement. Be honest - are you taking enough 'big swings' or are you relying on iteration of tried-and-true?

Just dropped a new episode of the Ecommerce Impact Podcast – and it’s a good one 😎 I sat down with Reuben Posthuma from Dr. Bugs Popcorn, who’s led the brand through 10x growth by mastering the art of scaling both online and in-store. 🍿🔥 We covered: ✨ Meta ad strategies that actually convert ✨ Launching products that drive momentum ✨ Blending DTC with traditional retail (and doing it well) If you're running or growing a consumer brand, you’ll want to steal a few pages from Reuben’s playbook. 🎧️ Tune in here: https://lnkd.in/e9iuhCwj

Almost every brand I audit is pouring too much money into branded Google search campaigns. Are you overspending? 💸 💸 💸 This might surprise you: Pulling back on branded search often leads to an increase in organic revenue. By reallocating your budget, you can achieve better results without burning cash. 𝘛𝘪𝘱: Evaluate your spending on branded search and consider shifting some budget to non-brand or Meta. Step 1: Ensure you use negative brand keywords in your non-brand campaigns so there is no bleed between them, including in PMAX. Step 2: Test lowering your spend on the brand campaigns and see if your overall Revenue or MER drops. Step 3: If lower brand spend doesn't impact revenue, you can now start to reallocate that spend to top of funnel (non-brand or Meta) and see if your overall revenue grows as a result. Pro version: Run a controlled hold-out test comparing two geos where you run brand ads in one and not in the other. This works for bigger accounts with more data. Have you reviewed your branded search spending lately?

Another spicy debate topic for y'all. Do CPCs (cost per clicks) 'matter'? My take: Your CAC (cost per acquisition) is defined by two things: Traffic cost and conversion rate. If your Meta CAC gets too high - the first metrics to check at the campaign level, in my view: Conversion rate and ad cost - ad cost can be assessed via CPC or CPM. This will tell you if this is likely to be a website problem, or a creative/traffic problem. If your conversion rate is suddenly down, and nothing else has changed, then it's time to go and check what's going on with your website or landing page. If your traffic cost has gone up - this more likely points to a creative problem - since traffic cost is usually a combination of your ads popularity (CTR and interactions) as well as how much Meta is prioritising your ad in the auction. But - here is where it gets tricky. Because we are dealing with algorithmic media-buying, the traffic cost is partially dependent on how valuable that traffic is to both you and your competitors. High-value traffic might convert at twice the rate of low-value traffic, and Meta places your ads accordingly. Your conversion rate being down could ALSO be a sign of problems with your creative - the creative might be attracting the wrong audience, or not convincing them of the right things. And remember - your CPC could go up even when you are hitting your CAC goal, Meta might be going after more expensive, higher quality audiences. So you would never turn off an ad or campaign just because of CPC, that would be crazy. Ultimately - the most important metric is CAC (or ROAS depending on your business), and whether you are hitting it. If you aren't - the other metrics like CPM, CPC, CTR and CVR and their relationship to one another are all there to help diagnose why your performance is off, and what you might need to fix. Spoiler alert - it's usually your landing page or your creative that is your problem. SO yes - CPCs matter but never in isolation, and you don't optimise based on CPC, you diagnose. What do you guys think?

"People will forget what your ad said but people will never forget how your ad made them feel." I adapted this from the famous Maya Angelou quote. Go look at your ads. Which ones are making people feel a real emotion? Humour? Frustration? Anger? Excitement. What can you do to dial up how much they feel. I guarantee your ads will work better.

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I've fixed over 50 struggling DTC eComm Brands. Steal my 5 step process below 👇 Common problems: 1. Low conversion rate 2. High Customer Acquisition Cost (CAC) 3. Can't scale marketing 4. Low AOV or Lifetime value Work fast - this is make or break. THE PROCESS (choose ONE thing to fix first!) Step 1: Identify the most broken thing eg. Conversion rate Conversion rate is often the root of many other problems. Improve this and everything else gets easier. Step 2: Fix tracking, get tools for the job. eg. My tech stack for conversion rate optimisation: Kno Commerce, Mouseflow, GA4, possibly Triple Whale or other attribution tool. Step 3: Gather data eg. 3x customer interviews, collate post-purchase survey data, scan and summarise customer reviews Step 4: Identify hypothesis on what is broken. eg. lack of trust - landing page needs social proof, or landing page not resonating - needs new marketing angle. Step 5: Deploy solution eg. New Landing page launched using Replo landing page builder, with bold new angle based on customer feedback. Set KPI for success and timeframe, measure results. If the fix works move on to the next biggest broken thing. If the fix fails go back to step four. Speed is everything - and taking big swings to fix each probem is usually better than micro-iteration.

3 telltale signs your eComm client is living under a rock, and is getting in the way of their own growth: 1️⃣ Prioritizing ROAS over new customer CAC 2️⃣ Pushes for audience testing and ignores creative testing 3️⃣ Wants complicated retargeting set-ups What would you add? 🤔

How was your weekend? I had a mega chill one as I have some busy times incoming. This little sauna place is ten minutes from my house, popped down with a friend and did three rounds of cold plunges into the lake. We had snow in the mountains this week so it was bracing! We were rewarded with a moon rising just as we finished our session. This is actually my real life guys! Slept like a baby after!

The number of mature brands I have audited still using last-click attribution as their main source of truth is WILD to me. Here are two scenarios that explain why. Scenario 1: A user sees a Facebook ad, clicks on the link but doesn't buy. The next day, they Google the brand, and convert via organic search. Which channel is responsible for the sale? Scenario 2: A user's first exposure to the brand is a Facebook ad. They click on the brand's social media page, follow it, and engage with the content. Three weeks later, they see an organic post, like it, and get retargeted. They click the ad, add a product to their cart, but hesitate. The next day, they receive an abandoned cart email and convert from there. Which channel is responsible for the sale? Attribution isn't a silver bullet. You need a tool that considers the complex and nuanced interactions before a purchase. What are your favorite attribution tools?

Email Marketing Agencies will hate me saying this: If your brand makes less than $20k a month, forget complicated email flows. Keep it simple! These tried-and-true 'Money Flows' will immediately add money to your business if you are getting traffic and sales already. 3 Welcome Emails 1-2 Campaigns per week to stay top of mind 2 Abandoned Checkout Emails to recover lost sales 5 Post Purchase Emails with irresistible cross-sells You can upgrade them later, but obsessing over complex flows when you haven't yet got scale to justify them is not the best use of your time.

Our industry is broken. It's littered with scammy, crappy agencies trading off the ignorance of new founders. If you are a new founder, frustrated with your agency, here's what you should DEMAND from your agency. From a brand-side marketer turned agency founder. B+ Agency (fees of $1000+): 1. They must be creative testing - a red flag is only running one or two ads per ad set. 2. They shouldn't launching one-off short term campaigns or ad-sets all the time Instead they should build you a solid, 'always on' evergreen funnel that drives traffic to your top performing products. 1-2 ad-sets for prospecting, (and maybe a retargeting campaign, but not always). Product launches and sales sit outside of this structure. 3. For your 'evergreen' campaigns they should be launching a MINIMUM of 2-4 new ad creatives per month, more the more you are spending 4. Have an agreed ROAS or CAC goal that YOU are happy with and be actively scaling (ie increase budget) whenever they hit this and pull back whenever they are under-performing, with upper and lower limit. 5. Reporting - a mini update each week, even if it is just a quick loom video or screenshot of your dashboard. They should tell you, at a very basic minimum: - How much they spent - What the ROAS was - Which campaigns or ads performed best - What they are doing to improve performance. An A+ agency will cost more ($4000+) but will also provide: 1. Creative strategy - clear creative ideas and reports on what ads are working 2. Forecasting - a plan for what revenue and scale you can expect 3. Landing page and CRO suggestions for how to improve conversion rates 4. Influencer White Listing Management - working with influencers to run ads from their social profiles 5. UGC creative production 6. A testing plan so you know what is being tested 7. Growth suggestions for your brand What would you add?

I have helped over 100 eComm stores scale to 7 figures (and much more!) I can tell you what most people get wrong is trying to make up their own strategy There is a playbook to this that works for 99% of eCommerce stores I just recorded a video that breaks it down in 10 minutes! Want first access? Like this post and comment PLAYBOOK and I'll send you a link to watch for free.

The DTC Playbook to go from 7 to 8 figures in 2025 💸 ✅ Product solves a real problem and has a defensible difference ✅ Tech Stack: Shopify + Klaviyo ✅ Reliable flow of UGC creative for ads/social ✅ Testing & iterating on landing pages ✅ Creative strategy based on deep customer insights (& interviews) ✅ Diverse ad creative approaches - taking 'big swings' regularily ✅ Segmented email strategy plus 5+ core flows well-optimised ✅ Influencer Whitelisting (not all niches) ✅ Clearly defined profitable CAC that will scale ✅ 1000 true fans in a thriving brand community ✅ Testing TikTok Shop What would you add?🤔

Weird trend I have noticed in eComm: founders leaving a tonne of money on the table when: ➡️ their ads are doing well ➡️ they have a great blended ROAS Example: I spoke to a woman this week with a new eComm brand - doing low five figures monthly. She has a 15X return on her ad spend, but said 'I need to keep costs down as I am new' My head almost popped off - if I had a business where $1 invested would lead to $15 in revenue - I'd be pushing the accelerator as hard as I could. Why is this happening? The simple answer is - many founders don't know they numbers and don't have the confidence in their growth levers. Throw in doom & gloom about consumer spending in the media and you have entrepreneurs throttling their own growth by being too conservative. The solution? Step one: Figure out your allowable CAC (customer acquisition cost) or ROAS. Step two: Make sure you have tracking and reporting in place so you can measure your marketing. Step three: Start scaling what is working with confidence.

Melbourne, you have my heart! Just got back from an incredible trip to this vibrant city — the energy, the people, the positivity — it’s truly contagious. Australia is definitely operating on full power right now! While wandering the streets, we accidentally snapped a photo with the word "forever" perfectly positioned above our heads. It made me reflect... After almost 14 years together, this guy has been by my side through every up and down — especially in business. Business isn’t forever — it evolves, it challenges you, it tests your limits. But real relationships, the kind that withstand the pressures of entrepreneurship, are rare and precious. Grateful every day for the support behind the scenes — because success isn’t just about strategy, it’s also about the people who lift you up when the road gets rough. What keeps you grounded through the highs and lows ?

🚨 Meta has quietly started rolling out incremental attribution across many Ads accounts. If you’ve spotted it and are wondering what it actually means—here’s a quick breakdown and what to watch out for. At a high level, this setting uses Meta’s Lift methodology to measure the real impact of your ads. It does this by withholding ads from a portion of your target audience, then comparing results to those who did see them. In theory, this helps you understand whether your ads actually caused conversions—or if they would’ve happened anyway. Sounds a lot like a holdout test, right? Yes… but here’s the reality check: ✅ In a true geo-holdout test, you define the logic. You choose the regions, you know your store data, and you control for variables to isolate the impact. ❌ With Meta’s version, you don’t control who’s in the test or what’s being measured. You don’t know which ads are included, how the split is decided, or what elements are driving results. And since the setting works at the ad set level, if you’ve got a mix of creatives, messages, and audiences, you won’t know what’s actually being tested—or why one result is better than another. Even if the numbers look good, the outcome won’t give you actionable insights. There’s no visibility into critical test design elements like statistical power or sample size. So while this tool might hint at direction, it lacks the rigor needed to confidently guide decisions. 🔍 Bottom line: Meta’s incremental attribution is interesting—but for now, it’s no replacement for a well-designed, controlled incrementality test. Have you seen this setting in your account yet? Curious how you’re approaching it.

Controversial take (as a former agency-owner): If you are a DTC brand without significant pre-existing demand for your product, then Google Ads can be easily run in-house in under a few hours per month. Why? Because Google Ads is not a good channel to create demand, so won't be a big chunk of your budget. Most of the Google spend will be brand or Performance Max, so the algorithm will do most of the work, and with Shopify the funnel and tracking are simple. You don't need to pay an agency to do the easy work of maintaining a basic set up. This kind of set-and-forget is easy money for agencies, but bad ROI for you. If you are in a high-demand category (think standard baby products, engagement rings, standard furniture, functional fashion, generic products like tools or electronics) - then you need a really great agency to go to battle for you. Which one are you? Have you been paying for an agency you didn't need?

How to tell if your media buyer is still in 2020... 1. Open Meta 2. Check if campaigns are set up with BOF/MOF/TOF If yes... I am sorry but they are old school. Convince me I am wrong!