Julian Frachtman

Meta Advertisers: If your conversion tracking & ad structure are wrecked, creative can’t save you.   Just talked to a $25M brand running a strong creative motion.   But it looked like a 5th grader set up conversion tracking and ad accounts.   They’re putting out great statics & videos every week.   Starting with great creative frameworks & high-converting ad templates.   Even running a proper whitelisting play.   But it wasn’t enough to scale ads aggressively. B/c they had:   😡 Limited server-side tracking   😡 Only CAPI v. better options - Blotout, Elevar   😡 No micro-conversions - only orders   😡 Broken attribution - inaccurate GA4, no Northbeam   😡 Too many campaigns - crushing Meta’s ML’s potential   😡 Bad budget allocation - to Tests vs. Winners   😡 Too much ABO, too little CBO   😡 Too much retargeting - faking growth w/o incremental profit   --   Bums me out when good brands get in their own way (often bc of bad agencies). Yes, creative is a massive lever. But you’ll never be A+ if sleeping on the above.

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Not all CMS platforms are created equal. How do I know? We've powered agencies and marketing technologies alike, where websites were just a means to support the broader goals of a franchise’s business. If you're relying on a single agency or platform to handle your paid ads, social media, listings, reviews, websites, content, advanced SEO—all of it—you’re doing it wrong in 2025 and beyond. The franchise space comes with unique complexities and technical requirements, from corporate to local management, and native integrations with industry-specific tools. These alone demand technical expertise—not to mention design, testing, Google updates, and more. Do you really think your websites are reaching their full potential in their current setup? Are your franchisees happy with their websites? Join us, we were built for franchise. #franchise #websites

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PSA: Turn off your standard welcome offer popups during BFCM. No one wants to sign up for email to get an offer lower than what you already have on the site. Conversion rate *should* be higher during this time. Worry about getting the sale (and their marketing opt-in) at checkout. BONUS: If you’re a Klaviyo user, you can now schedule sign up forms to turn on/off on the days and times you want ✅

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Is Wunderkind truly the savior of DTC email growth, or just a mirage? 👇👇👇 Opinions are split—while some hail it as a top revenue accelerator, others (like myself) are less enchanted, witnessing firsthand its disappointing underbelly. Enter Digioh , the dark horse revolutionizing the market right under Wunderkind's nose. I've dissected six reasons why Digioh is different. 𝗦𝗵𝗮𝗿𝗲 𝘆𝗼𝘂𝗿 𝘁𝗵𝗼𝘂𝗴𝗵𝘁𝘀. Are you a Wunderkind lover, or on the fence about its superpowers? #emailmarketing #emailgrowth #dtcemails

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DTC brands: If you’re optimizing your website for desktop over mobile, I'd highly suggest flipping priorities. At Anatta, we see at least 70-80% of site visits happen on mobile devices. If you’re not designing for mobile first, you’re designing for 20% vs. 80%, and that math just doesn’t math. This is also why it’s so important to get mobile usability right. We did a user study with our friends over at M.Gemi in which we showed them the behavior of their customers on mobile vs. those on desktop devices. On mobile, we could clearly see users’s eyes darting everywhere, telling us that they were distracted. When using their mobile devices, people are cooking, they’re taking care of their kids, they’re playing video games, they’re talking to their partner, they’re in the bathroom... all while shopping on your site. If you’re competing against that, you have to consider what type of experience you’ll need to design to - at the very least - capture their attention long enough for them to add-to-cart or bookmark your site for later. Getting all of those mobile attributes right - the sizing of buttons, the sizing of text, the placement of content and elements, and being mindful that there’s not too much on-page clutter - is so key… Because on mobile, you’re not just up against your competitors for someone’s attention. You’re competing with all of the many, many things going on in their life. #mobileux #ecommerce

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Do Loyalty Programs Work? Chipotle think so https://lnkd.in/g-stxAr8 They have used Chipotle Rewards to boost transactional frequency across all segments plus substantially grow app ordering. Lots of loyalty programs do work: https://lnkd.in/gK76vZPH Chipotle Mexican Grill #doloyaltyprogramswork

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AdAttributionKit: Unpacking Apple’s new ad attribution framework AAK unifies Apple’s various advertising attribution frameworks under a single umbrella product name and extends SKAdNetwork in meaningful ways, including with support for re-engagement and alternative app marketplaces. These are substantive improvements. But impediments to adoption remain: IP-based attribution is still widely viewed as a suitable alternative to Apple’s native iOS attribution framework, meaning that platform tools like Conversion APIs will take adoption priority.

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Billboards are bigger than ever. "Up until a few years ago, out of home advertising was measured in isolation. It was measured by, ‘We put the billboard up. What was the percentage lift in same-store sales?’” Chris Gadek, CEO of out-of-home advertising platform AdQuick, said. “Now we have the ability to demonstrate that out of home performs better or worse than — in most cases we’re finding better than — TV, radio, paid social, you name it.” Out-of-home budgets, Gadek says, are going to increase because customers can finally quantify its value. Read more of Rani Molla's great piece on Sherwood News with great insights from OAAA's Anna Bager, PJX Media's Rick Robinson, and Shingy >> in the first comment Photo: Colossal Media

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It can take 2-3 months just to get approval to run ads for RMG operators. That’s before you even think about testing, scaling, or optimizing campaigns. It’s frustrating, it’s slow, and it’s filled with red tape. But having someone on your side who knows the ins and outs of this process is everything. Here’s what it actually looks like when you’re trying to launch a campaign in this space: Month 1: Compliance Checks & Waiting Around You’ve filled out every form, submitted all your documents, and followed every rule in the book. Now you wait. And wait. If you’re lucky, you’ll get feedback from Meta or Google saying you missed some tiny detail. If not, your account just sits in “review” for weeks. Month 2: Maybe Some Progress...Maybe Not If you get approved on one platform—great! But don’t get too comfortable. You might find out that the ad creative isn’t compliant or your landing page needs tweaks. Best case? We launch a small campaign to test the waters. Worst case? We’re still going back and forth. Month 3: Finally, Some Traction! By now, we’re hopefully live on one or two platforms. But instead of blasting out your full budget, we need to scale cautiously. Spend too fast, and you risk getting flagged. Plus, the data we collect in these early stages is crucial for optimizing the long-term strategy. Here's why it's worth it: Most agencies rush in, set up a campaign, and are shocked when approvals don’t come through. They’re not built to handle the waiting, the compliance setbacks, or the constant pivoting. But we’ve done this before. We know how to navigate every roadblock and keep things moving. Because at the end of those 2-3 months, when everything’s finally dialed in, you’re not just live—you’re set up to scale. 🔥

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"We track 57% more events than a leading competitor" -- a bold statement esp when the competitor is named Elevar in sales calls. Listen -- it's no surprise there have been new providers jumping into the conversion tracking space. It's a HUGE need. In the end it's great for brands and forces innovation. But not all solutions are created equal. Anyone can offer a CAPI or Klaviyo solution...but it could be feature, compatibility, and data poor. Back to 57% more tracked events claim. 1. Our promise, er, guarantee, for years has been tracking 100% of purchase conversions. We display, alert, and provide money back guarantee on this promise. You can't send > 100% unless you are duplicating events. 2. Allow me to educate on Klaviyo event tracking (and likely more I don't know of): a) Klaviyo has an app that installs client-side tracking. Depending on the browser, the cookie(s) Klaviyo uses can last 24 hours up to 90+ days. If a user at any point submitted an email or SMS then this cookie (while valid) will connect activity (like Add to Carts) to Klaviyo profiles to power flows, etc. ❌ There is no incremental value when a vendor like Elevar, or anyone else, sends these events to Klaviyo (b/c Klaviyo already matched) b) Klaviyo adds identifiers to inbound links from emails. Ex. user gets newsletter => clicks link in email => visits website. The user activity is also connected at this point, even if the original cookie from a) had expired, because this has now been reset/updated in this new session. ❌ There is no incremental value when a vendor like Elevar, or anyone else, sends these events to Klaviyo (b/c Klaviyo already matched) c) Klaviyo has built-in integrations with apps that collect user data and use these interactions + integrations to connect data between the two. Ex. User opts into Attentive popup => email and session info synced to Klaviyo ❌ There is no incremental value when a vendor like Elevar, or anyone else, sends these events to Klaviyo (b/c Klaviyo already matched) Now a few other points: d) A service tries to GUESS who the user is (aka "Anonymous User/ID" detection). They will then capture events and send this to Klaviyo with the GUESS of who the user is. ❌ This is bad. You have to be 100% accurate with user data. If you are only 95% accurate then that means 5% of your profiles are being corrupted and worse you may be spamming the wrong people impacting deliverability rates, etc. Event Fingerprint.js is not 100% accurate. e) A service uses an ID and builds profiles around this user (ex. email submitted, etc). When service recognizes this returning user, events are sent server-side to Klaviyo with profile data to power flows, etc. This is Elevar's Session Enrichment. ✅ This is the incremental value brands get above Klaviyo tracking -- In short, simply comparing Event Counts is shortsighted and misleading. Compare REVENUE LIFT through Klaviyo Segments over 30 days (or different pixels on Meta)

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When I realized I was looking at funnel optimization the wrong way... https://lnkd.in/gY7zCkBn Mikael Dia, Founder of Funnelytics showed me how and I've since used this approach to increase conversions on Order Form (6 - 9%) and on a Landing Page (from 8% to 26%).

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Secrets I learned from working with payment processors... Turns out we’ve been lied to. #1 Most people think they’re getting paid fairly, but it turns out most merchants have hidden fees, tiered fees, OR none-transparent structures Secret insight: request a breakdown of every fee and compare it to their contract #2 Most sales teams are incentivized to upsell not SERVE the customer… GOOD modern-day sales people find solutions to real problems. Secret insight: If you’re getting pitched RUN, make sure they’re understanding your business #3 Automation isn’t enough Without human oversight, there will be fraud, errors in invoices, and payments. Secret insight: Make sure automation is combined with a customer-first mindset This is a universal business lesson.. Make sure to dig deeper, hold your partners accountable, and ask better questions If you’d like recommendations on trusted processors shoot me a DM!

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There are certain agencies I consistently hear terrible things about. There are certain agencies I consistently help brands move away from. Still -- I don't think those agencies are 'bad' agencies. They are bad for those clients though. Better for others, presumably. And, even "the best agency in the world" to some of their clients, too. I don't want to work with them. And I wouldn't recommend them. But, the point is this. Finding an agency is easy. Finding the right agency is hard. Agencies should be more selective in who they take on. Agencies should be more graceful when they lose clients. Agencies should stay in their proverbial lane. Brands should communicate their needs better. Brands should be more transparent with their agencies. Brands should invest more into their agencies. *not necessarily $$. Good agencies exist. Bad agencies exist. Great agencies exist. Good to you, may be bad to another. Great is the goal. Ya just gotta find them. ..ya may have to kiss a few frogs first, too.

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🔥 HOT TAKE 🔥 If you’re a DTC founder and your agency isn’t on a performance-based model, you’re likely overpaying for mediocrity. Stop funding their next fancy team retreat, and demand results.

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After 5 years of experience and generating millions of dollars online for 6 to 8-figure DTC brands, I’ve put together "The Ultimate Guide to Segmentation Strategies in Klaviyo" Why is segmentation key? It’s the foundation for personalized emails that engage customers and drive serious revenue. If you're not segmenting, you're leaving money on the table. Especially with Q4 around the corner! Comment ‘Segment’ or ‘Q4’ and I’ll send the guide straight to you. Let’s make some bags this Q4 together! (Must be connected)

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Cheers to saving $$$ and generating impactful Amazon ad campaigns with Otrera. 🥂 If: 🛍️ Your ads are NOT effectively converting potential customers into buyers 🔍 You’re unsure how to optimize keyword bids to maximize ROI 📉 Your brand is not getting enough exposure in the competitive Amazon landscape Then Otrera is right for you ✔️ Try it now in the link in our bio. 🔝

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Why scaling Google Ads without knowing your contribution margin is a recipe for disaster. We helped an outdoor furniture brand go from overspending to optimizing by forecasting based on their real contribution margin. Here’s how we saved them tens of thousands.👇 Most DTC brands look at their total revenue, but here’s the thing… Revenue doesn’t equal profit. To scale profitably, you need to know your contribution margin – how much money is left after covering variable costs like production, shipping, ad spend, your agency fees, and CC fees. Here’s how you forecast Google Ads spend using contribution margin: Calculate Contribution Margin (CM): Revenue – Variable Costs = Contribution Margin. Example: If you sell a product for $97.99 and your variable costs are $52.00, your CM is $46. Determine Your Ad Budget Based on CM: Once you know your CM, you can calculate how much you’re willing to spend to acquire a customer and remain profitable. Optimize Ad Spend: Track how well your campaigns are performing against these margins. If you’re overspending on CPAs, it’s time to adjust bids or pause underperforming ads. Build your ad strategy around contribution margin, not just total revenue or ROAS. It’s the only way to grow while staying profitable. Need help building a forecasting model? I’ve done this for dozens of DTC brands. Let’s connect and chat about scaling profitably.

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Customer Acquisition is good. But DTC brands should focus more on this... Enter Customer Retention Keeping customers is key. Happy customers spend more. Loyal customers bring friends. Let’s uncover why customer retention is important for you: 1. Cost-Effective:  ↳ Keeping a customer costs less than finding a new one. 2. Loyalty:  ↳ Happy customers buy more and tell their friends. 3. Steady Sales:  ↳ Regular customers mean steady sales over time. Now you understand the WHY behind it. Perfect! Here is how you can do it: 1. Listen to Customers: → Ask for feedback. → Use surveys to know what they like or dislike. 2. Great Service: → Be quick to help. → Solve problems fast and with a smile. 3. Reward Loyalty: → Give special discounts. → Offer rewards for repeat buys. 4. Stay in Touch: → Send emails with news and offers. → Personalize messages to make them feel special. Strong retention builds strong brands. Customer love drives growth. Retention is your secret weapon. Tell Me: What’s your best tip for customer retention? PS: Need help boosting customer retention? DM “RETENTION”

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