Ecommerce Playbook: Numbers, Struggles & Growth25 Elo

We Analyzed $1.5 Billion in Meta Spend. Here's What We Found.

We connected Claude to our Statlas database and analyzed $1.5 billion in Meta spend across 320 accounts and $100 million in Google spend across 134 stores. The question: do platform bid controls actually deliver what they promise?

Tony Chopp, CTC's VP of Media Investment, walks through what we found — and what it means for how you build your paid media foundation.

Min ROAS hits its target. Cost per result does not.
On Meta, cost per result goal achieved its target less than half the time.
On Google, tROAS ran above target at 1.3x. tCPA ran below at 0.8x.
ROAS-based bidding gives the algorithm more flexibility to find high-value buyers.
TikTok's GMV Max budget scaling solves the liquidity vs. predictability tension.
The brands willing to spend the most to acquire a customer win the auction.

The takeaway: build your paid media foundation on ROAS-based bidding. Not because it's a rule — because the data says it gives you the best chance to thread the needle between maximum investment and margin protection.

Show Notes:

Go to https://bit.ly/4cbihFx to Claim $25,000 in Lutiq platform credits
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The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have

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