One month. One traffic source. $30m in sales

Hello to the 8,621 forward thinkers ready to set sales ablaze this week 🔥

This week’s edition is packed, so grab your favorite brew, get comfortable, and let's dive in!

Today, we cover:

• Critical update: Upgrade to GA 4 by July 1

• Why you mustn’t sleep on Meta ads

• How True Classic made $30m in sales from Meta ads alone

• 60-min challenge: Optimize your meta ad account

• Trending in ecom: Oled Monitors

⏰ Update: Upgrade to GA 4 by July 1 

Image credit: Google Images

The countdown is on! July 1 is the deadline for upgrading to Google Analytics 4 (GA4) if you’re tracking conversions (as you should). 

GA4 is Google’s replacement for Universal Analytics, so if you haven’t upgraded, your reporting is about to get messed up. 

Tip: GA4 can be a pain to integrate with Shopify, so just save yourself the stress and do it Shopify’s way. 

🌪️ Sleeping on Meta Ads? Don’t.

Despite all the flack it gets, Meta (formerly Facebook) Ads are still the main traffic driver for any brand looking to grow profitably. 

Brands like Oodie, True Classic, MVMT and Gymshark all leveraged the power of Meta ads to become the multi-million dollar companies they are today.  True Classic generated over $30m in sales for the month of November through Meta ads alone.

You can, too. All you need to do is use Meta correctly. Tanya Zhang, founder of Nimble Made (an online-only NYC men’s shirt brand founded in 2018), advises those starting out in 2024 to keep the target demographic in mind when setting up ads.

“Who are they?… What are their pain points? Create a library of different ad creatives and test them. Give campaigns a few weeks to gather data before swapping ad creatives out. Lastly, keep in mind that running ads on Meta is a long-term play, and even if you find quick success within it, it needs continuous testing, maintenance, and new ideas to continue to be successful.”, says Tanya.

Deep Dive: How True Classic Used Meta Ads to Generate $30m

In November 2023, True Classic (yes, the t-shirt brand that has probably stalked you on Meta) generated $30m during the Black Friday season. 

Here’s how they did it:

Top Funnel

• Segmented like crazy, then created personas for each segment

• Created narratives for each persona

• Created multiple ad creatives for each narrative

• Tested/Scaled an ungodly amount of ad creatives (> 150 ad creatives launched this June)

Mid Funnel

• Each ad takes you to a product page, collection, or advertorial

• Product pages engineered to build trust - multiple product photos, user-generated content, and a ridiculous amount of reviews

• A sprinkling of educational resources to deal with those last-minute user objections (e.g “I don’t know how to style this” = How to Style 😊)

Bottom funnel

And the funnel doesn’t end when you Add to Cart. TC shoots its last shot with an upsell (Add 5 more for 45% off) and more social proof (this time from TrustPilot, just in case you weren’t convinced before)

If you want a break down of the November 2023 Black Friday campaign that earned TC $30million, you can watch the interview here.

🎯Challenge: Optimize Your Meta Ad game

Now you have it, this week, take 60 minutes to move the needle with Meta.

❌ No Meta account? Create one.

✅ Meta account?

• Set up your pixel tracking if not already done

• set upCreate at least 10 versions of your ad and test them in the same campaign

• Brainstorm your audiences and find new audience sets

• Leverage the ad library to find creative ideas

Trending Product: OLED Monitors✨

OLED monitors, which use organic light-emitting diodes (OLEDs) are fast becoming a favorite monitor type for gamers, thanks to their extremely fast response time.

In the last 2 years, searches for OLED gaming monitors have increased by 290%. One brand (LG Ultragear OLED) has seen search volume grow by 1440% in 2 years. 

You can take advantage of this trend by:

• Testing complementary gaming accessories (gaming sleeves, gaming headsets, gaming armrests, etc)

• Test OLED monitors bundled with other gaming offers

• Test second-hand/refurbed OLED monitors for eco-friendly audiences

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