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Our audit of a publicly traded eComm brand

Our audit of a publicly traded eComm brand
Jhana Ellard
February 4, 2024

Our team just audited a publicly traded eComm brand’s paid program.

Here’s are SOME things they were doing wrong (I promise there were more).

Don’t make the same mistakes.

🚨 Not using Meta’s automatic advanced matching

Go to your Meta Biz Mgr

> Biz Settings

> Datasets

> Pixel

> Settings

> Scroll to Automatic Website Matching

> dropdown that says “customer information parameters”

> turn these on

An easy way to enrich your data & enhance attribution.

This leads to less signal loss in your ad measurement.

🚨 Not leveraging any customer data from Klaviyo

This brand had a ton of first-party buyer data, but wasn't leveraging it in their Meta Ads.

We had them link their Klaviyo & Meta accounts so they can send past purchaser data to Meta for better targeting & exclusions.

🚨 Spending on Traffic campaigns

The brand spent over $20,000 on non-incremental Traffic Campaigns in Meta that generated $0 of attributed revenue last month.

Their agency had left this campaign spending 50% of their daily Meta budget even though it didn’t show a single dollar of attributed rev.

That $20,000 could’ve easily been redirected to campaigns generating incremental new customer acquisition for the business.

🚨 Shopping Ad Delivery in PMax was under 1% of their PMax spend

We ran Mike Rhodes’ PMax script on their Ad account.

The brand spent $25,000 on PMax campaigns in the last month.

We wanted to see the breakdown by channel.

LESS than 1% was spent on Shopping Ads.

80% was spent on Search (likely branded as they didn’t have any brand exclusions)

The other 19% was spent on Display.

The brand had no idea, & thought they were investing heavily in Shopping.

Turns out they didn’t test Shopping at all.

A crippling waste of money that their prior agency didn’t care to look into.

🚨 WAY too many conversion actions in Google Ads

The brand’s Google Account was tracking 23 different conversions in their account.

8 of them were set as Primary - meaning they impact delivery & optimization.

7 of those weren’t tracking the core conversion goal for any DTC brand - a Purchase.

Leaving their ad delivery chasing all the wrong things.

Don’t make this mistake. It’s the top mistake we find in our account audits.

🚨 Over investment into Branded Search

We saw that in the last year, the brand spent $180,000 on Branded Search.

(not to mention the branded search spend from PMax)

65% of their entire Google Ad budget went to Branded Search.

We then researched their SERP.

0 competitors bidding on their terms, they owned the first 6 results organically, & no retailers are selling their products.

That’s $180,000 that could’ve been spent on new customer acquisition, landing page design, customer research, or anything else except for non-incremental brand dollars sent to Google.

I promise the issues didn’t stop there. But, LinkedIn posts can only be so long.

Don’t make the same mistakes.

Looking for an audit? We’ll do one for you.

Just send us a message.

Get started today.

We only work with a handful of clients per year. If you're interested, book a discovery with our founder to see if this is a good fit.

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