← IndustriesDTC scale,
ECOMMERCE & DTC · VERTICAL PLAYBOOK
DTC scale,
past the plateau.
Catalog scale, creative volume, and CAPI-grade tracking. We run DTC like an operations problem, not an advertising one - Meta and Google consolidated, PMax kept honest, creative fed by Studio Legendary at the velocity the algorithms demand.
NORTH STAR
Blended CAC : LTV → target 1:3, MER reconciled to shipped revenue.
Channel mix.
Directional - tuned per account
Meta
45%
Google (Search + PMax + Shopping)
30%
TikTok
15%
Programmatic / CTV
10%
The playbook.
Four workstreams
STRUCTURE
Consolidated Meta (prospecting / retargeting / retention), PMax with feed discipline, brand vs non-brand split.
CREATIVE
20–30 concepts / week per $100K spend across six archetypes; winners graduated in 48h, losers cut in 72–96.
SIGNAL
Conversions API, server-side GTM, Advantage+ Shopping catalogs, prioritized events for AEM.
SCALE
Budget step vs surge logic, frequency-capped fatigue management at 2.5–3.0, retention pods against 60/90d LTV.
Measurement
Triple Whale / Northbeam class MTA for daily calls, MMM quarterly for mix, geo-holdout lift to settle Meta vs Google credit disputes.
Benchmarks we operate against.
Directional · 2025–26
Median Meta ROAS
1.93x
Median Meta CPM
$13.48
Google Shopping CVR
3.9%
Repeat rate (yr1)
35–45%
The world we're running in
Product
Checkout
Fulfilment
Mobile
Instrumentation stack
ShopifyTriple WhaleNorthbeamKlaviyoForeplayMotion
D2C SCALE MODEL
Blended ROAS held at 4.2x through a 5× spend ramp
Consolidated Meta + Google spend, catalog + PMax architecture, creative velocity fed by Studio Legendary - scaled from a $40K/mo plateau to $220K/mo with MER improving, not degrading.
NAMED CASE FILES PUBLISH WITH CLIENT CONSENT
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