I help 7-9 figure DTC brands with revenue & CAC | I write The Process, a newsletter about modern growth marketing | Sold 100K+ personal cooling devices
Your 4X ROAS is destroying your DTC business. I’ll reveal the 5-step undervalued method the big 9-figure brands use instead... Have audited 100+ ad accounts this year. Even if you: - Set a 0% existing customer cap within ASC - Exclude all existing customers in non-ASC campaigns - Routinely check your Klaviyo → Meta connection - Have CAPI in place Your ads are still targeting your existing customers, leading to inflated ROAS. It’s a problem because there’s a massive difference between: - A recurring subscription or repeat purchase that would happen anyway - A new customer purchase from someone who was influenced by ads Existing customer purchases = FAKE ROAS How the big DTC brands solve this in 5 steps (and you can too): 1. Implement a Customer Intelligence tool, like Black Crow → 1-click install with Shopify → Smart ID ensures you recognize 100% of shoppers → Sends more accurate data to Meta with enhanced CAPI → Meta actually knows who are existing customers vs. new customers 2. Define existing customers & engaged audience for ASC → “Existing customers” is 180-day purchase list from Klaviyo → “Existing customers” is also 180-day customer list from Black Crow → “Engaged audience” is 30-day active on site list from Klaviyo 3. Track performance of new vs. existing customers → Integrate Black Crow with Meta Ads Manager → See how many new customers Meta is driving at the campaign, ad set, and creative level → Understand the cost-per-new-customer instead of just CPA → Understand the new customer ROAS instead of overall ROAS 4. Optimize for new customer purchases → Set up a custom conversion for “new customer purchase” (Btw… Black Crow handles this for you during the integration process) → Launch prospecting campaigns with “new customer purchase” as the objective → Track your NC-CPA and NC-ROAS 5. Introduce predictive lifetime value (pLTV) → Update your columns to include Black Crow’s predictive LTV → Measure your ad spend against future lifetime value of new customers → Make decisions based on that metric vs. first order ROAS Stop fooling yourself into believing your 4X ROAS is actually growing your business. Get real and start forcing Meta to actually acquire new customers. Get comfortable with a drop in your in-platform ROAS. But watch your revenue and MER improve. --- P.S. Want to actually know your new customer CPA? Check out Black Crow with a 30-day free trial: (link in first comment) Black Crow AI #BlackCrowPartner