2025 Guide to Profitable META Media Buying

Ecommerce Playbook: Numbers, Struggles & Growth

#Business #Common Thread Collective #Weekly Roundup

29:54

“How could this owl, who was born in captivity, lived his whole life in a cage, how could he possibly survive? He's going to be dead in a few days. That's what everybody thought.” – Christine Mott In February 2023, a Eurasian eagle-owl named Flaco made headlines—and captured hearts—when he escaped from his small enclosure at the Central Park Zoo. Born in captivity and unable to fly or hunt, Flaco defied every expectation. In just weeks, he taught himself to soar across the Manhattan skyline, hunt for his own food, and live as freely as an owl could in a city of concrete and glass. For more than a year, New Yorkers spotted him perched in Central Park, on high-rises, even outside apartment windows—cheering him on as a symbol of resilience and freedom. Today’s guest, attorney and lifelong animal advocate Christine Mott, has immortalized Flaco’s story in her new children’s book, Free Bird: Flaco the Owl’s Dreams Take Flight . Told from Flaco’s perspective, the book celebrates courage, hope, and the right of all animals to live free—without cages or confinement—while gently encouraging young readers to see captivity through an animal’s eyes. This conversation is about Flaco’s extraordinary journey, the lessons he left behind, and how one small owl sparked big changes for animals in New York and beyond. Links: https://lanternpm.org/book/free-bird/…

about a year ago 53:35

M4A•Episode home

Meta’s ad platform has changed—again. In this episode, we break down the exact strategies we’re using at Common Thread Collective to drive profitable growth for ecommerce brands in 2025.

You’ll learn:

Why cost caps alone won’t cut it anymore
How we’re adapting bidding strategies to Meta’s new algorithm
The role of creative diversification in targeting & scale
How to use attribution windows (like 1-day view) without losing your shirt
The importance of incrementality and media measurement
What we’re doing right now to unlock growth in high AOV accounts

Whether you’re running Meta ads for a $500K brand or a $50M powerhouse, this is your tactical blueprint for media buying that actually works in 2025.

Show Notes:

Go to alialearn.com and mention our podcast on the demo, toget 30 days free and 20% off!
Explore the PROPHIT System: prophitsystem.com
The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm

354 episodes

Ecommerce Playbook: Numbers, Struggles & Growth

2025 Guide to Profitable META Media Buying

Ecommerce Playbook: Numbers, Struggles & Growth

15 subscribers

published about a year ago

M4A•Episode home

Meta’s ad platform has changed—again. In this episode, we break down the exact strategies we’re using at Common Thread Collective to drive profitable growth for ecommerce brands in 2025.

You’ll learn:

Why cost caps alone won’t cut it anymore
How we’re adapting bidding strategies to Meta’s new algorithm
The role of creative diversification in targeting & scale
How to use attribution windows (like 1-day view) without losing your shirt
The importance of incrementality and media measurement
What we’re doing right now to unlock growth in high AOV accounts

Whether you’re running Meta ads for a $500K brand or a $50M powerhouse, this is your tactical blueprint for media buying that actually works in 2025.

Show Notes:

Go to alialearn.com and mention our podcast on the demo, toget 30 days free and 20% off!
Explore the PROPHIT System: prophitsystem.com
The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm

354 episodes

#Business #Common Thread Collective #Weekly Roundup

All episodes

Ecommerce Playbook: Numbers, Struggles & Growth

1
Your Marginal Frontier Will Determine Your Q4 28:44

3 days ago28:44

28:44

In this episode of The Ecommerce Playbook Podcast, Richard Gaffin and Taylor Holiday dig deeper into the Spending Power Model—breaking down why the next dollar you spend doesn’t always produce the same return. They explore concepts like the marginal frontier (the moment your next dollar becomes unprofitable), spending power, and how to balance short-term profitability with long-term growth. Taylor shows how to evaluate whether to optimize for revenue, contribution margin, or lifetime contribution—and why these decisions always tie back to your financial goals. You’ll learn: What the “marginal frontier” really means for your ad spend Why not all dollars in create the same dollars out How to use spending power as a scale metric for your brand The tradeoffs between maximizing revenue vs. profitability How this framework helps align boardroom strategy with media buying decisions Show Notes: Ready to earn trust, convert shoppers, and inspire customer loyalty? Check out Yotpo: https://www.yotpo.com/?utm_source=Com... Explore the Prophit System: https://prophitsystem.com Have a question for the podcast?Email us at podcast@commonthreadco.com…

Ecommerce Playbook: Numbers, Struggles & Growth

1
What's the best (and worst) e-Commerce niche right now? 36:43

5 days ago36:43

36:43

In place of this week's Tuesday ECPP episode, we're featuring CTC's newest podcast: The DTC Hotline.In this week’s episode of The DTC Hotline, Richard Gaffin is joined once again by Tony “The Chopper” Chopp (VP of Paid Media) and Luke “The Weatherman” Austin (VP of eCommerce Strategy) to field real questions from operators and listeners—offering hot takes, cold truths, and unfiltered answers.They tackle:- What to do when your historically strong Meta campaign suddenly stops working- The “3 Ps” framework—payment, policy, pixel—when diagnosing sharp performance drops- How to push back when brand standards block creative diversity- Whether top-of-funnel campaigns (like add-to-cart optimization) really work- The products and niches they’d actually pursue—or avoid—if starting an eComm brand todayThis is where your eCommerce questions get answered—practical, direct, and straight from the operators’ desk.Call or text us your question: 866-DTC-2263Ready to earn trust, convert shoppers, and inspire customer loyalty? Check out Yotpo: https://www.yotpo.com/?utm_source=CommonThreadCollective&utm_medium=comarketing&utm_term=podcastExplore the Prophit System:https://www.prophitsystem.com…

Ecommerce Playbook: Numbers, Struggles & Growth

1
A Live Demo of How to Forecast Your Q4 Against Tariffs 27:54

10 days ago27:54

27:54

In this episode of the Ecommerce Playbook Podcast, Richard Gaffin and Taylor Holiday dive deep into the practical use cases of Spend & aMER forecasting models—powerful tools that help brands set budgets with clarity, not guesswork. Taylor walks through real examples, showing how these models adjust for changing costs (like tariffs) and how gross margin shifts ripple through your entire P&L, media plan, and growth strategy. They also unpack why Black Friday/Cyber Monday cohorts often underperform long-term, and how understanding lifetime value can help you spend smarter, not harder. You’ll learn: • Why changing gross margins completely alter your revenue potential • How to reset budgets when tariffs or duties impact COGS • The surprising long-term weakness of Black Friday customer cohorts • How to model incremental spend and know when every new dollar turns negative • Why forecasting isn’t about prediction—it’s about clarity and action Show Notes: - Ready to stop gambling on unreliable contractors? Check out AllStars. Book Your Strategy Call https://www.hireallstars.com/contacthttps://calendly.com/amzallstars/discovery-call?month=2025-09 - Explore the Prophit System: https://www.prophitsystem.com - The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm…

Ecommerce Playbook: Numbers, Struggles & Growth

1
Why Forecasts are Bottlenecked by Creative Diversity 40:20

12 days ago40:20

40:20

In this episode of the Ecommerce Playbook Podcast, Richard Gaffin and Taylor Holiday unpack the critical connection between forecasting models and creative production. Forecasting isn’t just about predicting numbers … it’s about building a marketing and creative plan that can actually deliver them.Taylor explains why most forecasts fail: brands treat them like predictions instead of action plans. The team breaks down how to bridge that gap by tying financial models to the marketing calendar, identifying offer opportunities, and planning campaigns with excess creative capacity so you’re never scrambling when results fall short.You’ll learn:- Why every forecast depends on your creative pipeline- How to identify bottlenecks that kill forecasting accuracy- The role of growth strategists vs. creative strategists in building clarity- Why true diversity in creative comes from multiple production sources, not one overworked designer- How UGC and creator networks unlock scale and resilienceThe conversation closes with a segment featuring Yosh Chavan of Saral, who explains how to build predictable influencer systems that fuel the creative diversity today’s ad ecosystem demands.Show Notes:- Ready to solve your influencer strategy? Book Your Strategy Demo at https://getsaral.com- Explore our Creator Content Packages: https://commonthreadco.com/pages/creative-production- The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm…

Ecommerce Playbook: Numbers, Struggles & Growth

1
The Forecasting Framework Every Brand Needs Before Q4 25:43

13 days ago25:43

25:43

In this episode of The Ecommerce Playbook Podcast , Richard Gaffin and Taylor Holiday unpack why forecasting isn’t just about models—it’s about execution. They explore how the best brands combine data, marketing calendars, and disciplined ownership to create forecasts that actually hold up in the real world. Drawing from billions in client data, Taylor explains why finance-driven forecasts often fall short—and how integrating qualitative planning and real-time execution makes all the difference. Together, they lay out the framework that separates accurate, actionable forecasts from guesswork. You’ll learn: • Why finance-only forecasting fails in eCommerce • The three-part framework for accurate forecasting (Quantitative, Qualitative, Execution) • How to tie marketing calendars directly to financial models • Tactical steps to make your forecasts more reliable before Q4 Show Notes: Ready to start texting smarter? Visit ⁠https://www.postscript.io⁠ Explore the Prophit System: ⁠https://www.prophitsystem.com⁠ The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm…

Ecommerce Playbook: Numbers, Struggles & Growth

1
Why right now is the best time to dial in your spend vs. aMER 27:35

19 days ago27:35

27:35

In this episode of The Ecommerce Playbook Podcast, Richard Gaffin and Taylor Holiday break down why so many e-commerce leaders rely on guesswork and ambition instead of reality—and how forecasting models like Spend & aMER can change that.Taylor compares these models to a DEXA scan: a clear, data-driven look at your business health. Together, they explain how accurate forecasting systems help you diagnose overspending or underspending, anticipate seasonal changes, and build a roadmap to profitable growth.You’ll learn: - Why most e-commerce budgets are based on wishful thinking - How Spend & aMER models anchor you in reality - The key forecasting tools (Spend, Retention, Event Effect) every brand needs - How to prepare smarter for Q4 and beyondShow Notes:- Ready to start texting smarter? Visit https://www.postscript.io- Explore the Prophit System: https://www.prophitsystem.comThe Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm…

Ecommerce Playbook: Numbers, Struggles & Growth

1
How Do I Pitch My Boss on Cost Caps? on DTC Hotline Ep. 2 35:38

23 days ago35:38

35:38

In this week’s episode of The DTC Hotline, Richard Gaffin is joined once again by Tony “The Chopper” Chopp (VP of Paid Media) and Luke “The Weatherman” Austin (VP of eCommerce Strategy) to take real questions from eComm operators and Admission members—no fluff, just clear, hard-earned answers. They tackle: • What to do when “nothing works” on Meta (and why that diagnosis is often wrong) • How to spot the real business problem hiding behind poor ad performance • Why TikTok creative might crush while Meta flops—and how to close the gap • When to expand into secondary channels like Pinterest or Snapchat (and when not to) • The truth about CPMs—and why chasing lower costs can lead you astray • How to pitch cost caps to your boss so they actually say yes • Why profitable scaling means solving business problems, not just account problems This is where your DTC questions get answered in real time. Call or text us: 866-DTC-2263 Interested in Admission? Learn more at https://www.youradmission.co/ Email: podcast@commonthreadco.com Explore the Prophit System: https://prophitsystem.com…

Ecommerce Playbook: Numbers, Struggles & Growth

1
Understanding Spend vs. aMER, and Spending Power 36:49

24 days ago36:49

36:49

In this episode of the E-Commerce Playbook Podcast, Richard Gaffin is joined by Luke Austin (VP of E-Commerce Strategy at CTC) and Steve Rekuc (Director of Data) to unpack one of CTC’s most powerful forecasting tools: the Spend & aMER Model. This model reveals whether your brand is overspending past the point of profitability—or underspending and leaving growth on the table. By layering in 40+ predictive models, seasonality, and LTV impacts, it provides the clearest roadmap to profitable growth we’ve ever built. You’ll learn: - Why most 8–9 figure brands are shocked when they see their true efficiency curve - How to quantify the real tradeoff between cutting spend and growing top-line revenue - The difference between optimizing for contribution margin today vs. maximizing lifetime margin tomorrow - Why “spending power” is unique to every brand—and how to know yours Get your FREE mystery shopping report from Stord—compare your CX against two competitors: https://stord.link/mystery Explore the Prophit System: https://prophitsystem.com Have a question for the podcast? Email us at podcast@commonthreadco.com…

Ecommerce Playbook: Numbers, Struggles & Growth

1
CTC Summit '25: An inside look at CTC’s exact client growth strategy 23:29

26 days ago23:29

23:29

Get an exclusive look behind the curtain with our VP of Strategy, Luke, as he breaks down how CTC is transforming profit-driven growth through clarity, measurement, and scalable systems. Discover how our incrementality tool, daily forecasting workflows, and creative growth frameworks come together in the “prism”—our metaphor for the integrated decision-making engine that fuels brand success.In This Episode, You’ll Learn:- How geo‑based incrementality tests are lowering ad spend risk and increasing clarity- Why Meta, Google Brand, and Google Non‑Brand all perform differently—and how we prioritize ad dollars accordingly- How we’ve scaled effective channels like YouTube, TikTok, Snapchat, and Pinterest—thanks to high-confidence data and targeted ad credits- The three core “Units of Growth” we use to influence profitable expansionShow Notes:Ready to solve your influencer strategy? Book Your Strategy Demo at getsaral.comExplore the PROPHIT System: prophitsystem.comThe Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm…

Ecommerce Playbook: Numbers, Struggles & Growth

1
What is the future of eCom? on DTC Hotline Episode 1 37:21

4 weeks ago37:21

37:21

In the debut of The DTC Hotline, Richard Gaffin is joined by Tony “The Chopper” Chopp (VP of Paid Media) and Luke “The Weatherman” Austin (VP of eCommerce Strategy) to take real questions from eComm operators and Admission members—no fluff, just unfiltered answers. They tackle: • Why your Meta cost caps aren’t spending (and what to do about it) • How much creative is really “a lot” in today’s ad environment • The best tools for competitor research and ad spying • What to do when LTV is low and repeat purchases are rare • When to launch a new campaign vs. just adding creatives • Why AI is more valuable for strategy than production • The truth about when (or if) eCommerce is “getting better”Call, text, or listen in—this is where your DTC questions get answered in real time. Interested in Admission? Learn more at https://www.youradmission.co/ Call or text us: 866-DTC-2263 Email: podcast@commonthreadco.com Explore the Prophit System: https://prophitsystem.com…

Ecommerce Playbook: Numbers, Struggles & Growth

1
The Secret That Prepares Accelerator Brands for 8-Figure Success 47:49

4 weeks ago47:49

47:49

As brands approach the $1M–$10M revenue range, they often find themselves stuck—still hustling, but with slower growth and rising costs. That’s where CTC’s Global Accelerator comes in. In this episode, Richard Gaffin is joined by Joy Sharma and Jan Almuni to share the blueprint for how seven-figure brands break through to eight.They reveal the step-by-step playbook used across dozens of brands in the Accelerator program—and why the secret to scaling isn’t one big move, but the right next move at the right time.You’ll learn:- Why creative volume is a non-negotiable—and how to build it cost-effectively- How the “two-and-two” marketing calendar framework drives consistent growth- What landing page testing can teach you about offers, personas, and real incrementality- Why retention isn’t a backend problem—it’s baked into every step of the growth journeyShow Notes:Get your FREE mystery shopping report from Stord—compare your CX against two competitors:https://stord.link/mysteryExplore the Prophit System: https://prophitsystem.comHave a question for the podcast?Email us at podcast@commonthreadco.com…

Ecommerce Playbook: Numbers, Struggles & Growth

1
Last Week’s Podcast Crushed on X—Here’s Why It Did 33:39

5 weeks ago33:39

33:39

In this episode of the E-Commerce Playbook Podcast, Taylor Holiday and Richard Gaffin unpack the surprising success of last week’s episode—and explore what it reveals about content that actually resonates.What about the convo with Taylor and Andrew led to such a positive response?Turns out, the answer has less to do with tactics—and everything to do with time, unique perspective, and story.If you’re trying to build content that lasts (not just goes viral), this one’s for you. Ready to solve your influencer strategy? Explore the PROPHIT System: prophitsystem.com The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm. Book your strategy demo at https://www.getsaral.com/demo…

Ecommerce Playbook: Numbers, Struggles & Growth

1
We Ran Incrementality Tests... Meta’s Tool Didn’t Win 20:15

6 weeks ago20:15

20:15

After months of speculation, testing, and internal debate, CTC put Meta’s new Incremental Attribution Tool to the test—three times. In this episode, Richard Gaffin sits down with VP of Paid Media Tony Chopp to break down what really happened across those tests, including a final geo holdout study using actual Shopify revenue. The result? You’ll learn: - What CTC’s 3 incrementality tests revealed about Meta’s new attribution tool - Why Meta’s results may be overstating impact—especially on new customer acquisition - How to run a high-fidelity geo holdout test with real revenue data - Why “cautiously curious” is the right mindset for adopting new attribution tools Show Notes: Want to see how real customers experience your brand across channels?Request your FREE Mystery Shopper report from our sponsor, Stord: https://stord.link/mystery Explore the Prophit System: https://prophitsystem.com Have a question for the podcast? Email us: podcast@commonthreadco.com…

Ecommerce Playbook: Numbers, Struggles & Growth

1
Lessons from 11 Years of Building an Agency — and What Happened After 1:53:35

6 weeks ago1:53:35

1:53:35

In this episode of The Random Show, Taylor Holiday and Andrew Faris sit down for a moment of focus—because something big just happened.Common Thread Collective has a new growth partner. Taylor breaks down what the deal really means, why it isn’t a retirement plan, and how private equity views agencies differently than eComm brands.• Why service businesses generate more cash (and get better multiples)• How CTC nearly collapsed—and what saved it• The real reason agency owners burn out (and how to avoid it)This is a must-watch. Ready to solve your influencer strategy? Book Your Strategy Demo at https://www.getsaral.com/demo Explore the PROPHIT System: prophitsystem.com The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm…

Ecommerce Playbook: Numbers, Struggles & Growth

1
Lessons from 11 Years of Building an Agency — and What Happened After 1:53:35

6 weeks ago1:53:35