When e-commerce growth stalls, it's usually stale ads and missing sales data, not your audience.
Meta and Google pulling in the same direction, profit math that holds across the whole store, and a steady pipeline of new ads so results don't fade.
All of these channels run through paid ads management.
E-commerce & DTC: the same four problems, almost every time.
These show up again and again in e-commerce & dtc accounts. If two or more sound familiar, part of your budget is buying results you never see. That is fixable.
Meta only sees a slice of your sales, so it can't find more customers like your best ones
The same three ads have run since launch, and results fade a little more every week
Budget is scattered across a dozen small ad sets, so none of them get enough data to learn
The account still targets audiences the way that worked in 2022, at today's prices
How e-commerce & dtc accounts get fixed.
Count every sale first
Server-side tracking (the Conversions API, Meta's direct line to your store's sales) gets installed and verified order by order. When Meta sees every sale, it finds more buyers like them.
Consolidate so the account can learn
Scattered ad sets collapse into one campaign with your full catalog. It takes about two weeks to settle. It is worth it.
Keep new ads coming on a schedule
New angles and formats tested every cycle, judged on cost per sale rather than clicks or likes.
What e-commerce & dtc owners ask before hiring me.
What's the minimum ad spend for a store?+
$3K/month. E-commerce campaigns learn from purchase volume, and below that line the account gathers data too slowly to improve. If your margins can't support that spend yet, I'll tell you, and paying a retainer probably isn't your next move.
What's different about tracking for e-commerce?+
The main fix is server-side tracking, a direct connection between your store and the ad platforms, so every sale gets counted instead of the fraction a browser reports. It gets verified order by order against your store's own numbers. When the platforms see all your sales, they find more buyers like your best ones.
How long until results settle?+
Consolidating a scattered account takes about two weeks to settle, and the tracking rebuild happens in the same window. From there, everything is judged on cost per sale against your margins. I won't promise a revenue figure, and I'd be careful with anyone who does.
Who owns the pixel and the customer data?+
You do. Your ad accounts are yours. You keep admin access, and if we part ways, everything — accounts, pixels, data — stays with you. Years of purchase data is an asset. It should never be held hostage.
Want a read on your e-commerce & dtc account?
A 30-minute call. I will tell you what I would change first and whether it is worth paying someone to do it. Or start with the free audit: grant read-only access, and within 3 business days you get the first 3 changes I would make — in writing.
Prefer to write first? Send a message.
Services for E-commerce & DTC