Challenges in Ecommerce Native Advertising

This year I've audited 87 ecom ad accounts spending $50k-$2m/month on ads. → These 5 critical issues appeared in almost EVERY account: 1. 𝗡𝗼 𝗰𝗹𝗲𝗮𝗿 𝘀𝗲𝗽𝗮𝗿𝗮𝘁𝗶𝗼𝗻 𝗯𝗲𝘁𝘄𝗲𝗲𝗻 𝘁𝗲𝘀𝘁𝗶𝗻𝗴 𝗮𝗻𝗱 𝘀𝗰𝗮𝗹𝗶𝗻𝗴 𝗰𝗮𝗺𝗽𝗮𝗶𝗴𝗻𝘀: 𝗪𝗵𝗮𝘁 𝘁𝗵𝗶𝘀 𝗹𝗼𝗼𝗸𝘀 𝗹𝗶𝗸𝗲: → Changes being made to campaigns already driving revenue → Multiple large changes implemented simultaneously → No isolation of variables to determine what's actually working 𝗪𝗵𝗮𝘁 𝘀𝗵𝗼𝘂𝗹𝗱 𝗯𝗲 𝗵𝗮𝗽𝗽𝗲𝗻𝗶𝗻𝗴: → 80/20 split between scaling and testing campaigns → Clear promotion criteria for moving creatives from testing to scaling → Scheduled testing cycles that don't disrupt scaling campaigns 𝗖𝗿𝗲𝗮𝘁𝗶𝘃𝗲 𝗽𝗼𝗿𝘁𝗳𝗼𝗹𝗶𝗼 𝗹𝗮𝗰𝗸𝘀 𝘃𝗮𝗿𝗶𝗲𝘁𝘆: 𝗪𝗵𝗮𝘁 𝘁𝗵𝗶𝘀 𝗹𝗼𝗼𝗸𝘀 𝗹𝗶𝗸𝗲: → Over-reliance on one creative format → Similar messaging angles across all creatives → No testing of different creative formats by placement 𝗪𝗵𝗮𝘁 𝘀𝗵𝗼𝘂𝗹𝗱 𝗯𝗲 𝗵𝗮𝗽𝗽𝗲𝗻𝗶𝗻𝗴: → Balance of creative formats → Different hooks and angles mapped to audience segments → Placement-specific creative 𝗔𝗱 𝗰𝗼𝗺𝗺𝗲𝗻𝘁𝘀 𝗯𝗲𝗶𝗻𝗴 𝗰𝗼𝗺𝗽𝗹𝗲𝘁𝗲𝗹𝘆 𝗶𝗴𝗻𝗼𝗿𝗲𝗱: 𝗪𝗵𝗮𝘁 𝘁𝗵𝗶𝘀 𝗹𝗼𝗼𝗸𝘀 𝗹𝗶𝗸𝗲: → Unanswered questions in comments → Negative sentiment not being addressed → Missing valuable feedback that could inform future creative 𝗪𝗵𝗮𝘁 𝘀𝗵𝗼𝘂𝗹𝗱 𝗯𝗲 𝗵𝗮𝗽𝗽𝗲𝗻𝗶𝗻𝗴: → Systematic comment monitoring and response protocol → Comment sentiment analysis to inform creative strategy → Leveraging positive comments as social proof 𝗚𝗲𝗻𝗲𝗿𝗶𝗰 𝘁𝗿𝗮𝗳𝗳𝗶𝗰 𝗱𝗲𝘀𝘁𝗶𝗻𝗮𝘁𝗶𝗼𝗻𝘀: 𝗪𝗵𝗮𝘁 𝘁𝗵𝗶𝘀 𝗹𝗼𝗼𝗸𝘀 𝗹𝗶𝗸𝗲: → Traffic sent directly to PDPs or homepage → No alignment between ad messaging and landing experience → One-size-fits-all landing pages regardless of ad angle 𝗪𝗵𝗮𝘁 𝘀𝗵𝗼𝘂𝗹𝗱 𝗯𝗲 𝗵𝗮𝗽𝗽𝗲𝗻𝗶𝗻𝗴: → Custom landing pages aligned with specific ad angles → Problem/solution pages for problem-focused ads → Comparison pages for competitor-focused ads 𝗡𝗼𝗻-𝗲𝘅𝗶𝘀𝘁𝗲𝗻𝘁 𝗔𝗢𝗩 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝘆: 𝗪𝗵𝗮𝘁 𝘁𝗵𝗶𝘀 𝗹𝗼𝗼𝗸𝘀 𝗹𝗶𝗸𝗲: → No bundles or kits being offered → No upsell/cross-sell system in place → No offer testing beyond occasional discounts 𝗪𝗵𝗮𝘁 𝘀𝗵𝗼𝘂𝗹𝗱 𝗯𝗲 𝗵𝗮𝗽𝗽𝗲𝗻𝗶𝗻𝗴: → Strategic bundle creation based on purchase patterns → Post-purchase upsell flows → Subscription offers with appropriate incentives 𝗥𝗲𝗮𝗹 𝗿𝗲𝘀𝘂𝗹𝘁𝘀: We helped a home goods brand implement these fixes systematically over 45 days: Week 1-2: Restructured campaigns and audited creative Week 3-4: Built landing page variants and leveraged ad comments for copywriting direction. Week 5-6: Optimizes their bundle strategy to increase AOV The uncomfortable truth: Most brands will never scale because they focus on tactics rather than fixing these fundamental issues that actually move the needle. Be honest.... Are you making any of these mistakes?

𝗣𝗲𝗿𝗰𝗲𝗽𝘁𝗶𝗼𝗻𝘀 𝗶𝗻 𝗲𝗖𝗼𝗺𝗺𝗲𝗿𝗰𝗲 𝗮𝗱𝘃𝗲𝗿𝘁𝗶𝘀𝗶𝗻𝗴 𝘃𝘀. 𝗿𝗲𝗮𝗹𝗶𝘁𝘆: ❌ 𝗧𝗮𝗿𝗴𝗲𝘁𝗶𝗻𝗴 𝗼𝗽𝘁𝗶𝗼𝗻𝘀 𝗮𝗿𝗲 𝘀𝘁𝗿𝗮𝗶𝗴𝗵𝘁𝗳𝗼𝗿𝘄𝗮𝗿𝗱, 𝗮𝗻𝗱 𝗮𝗻𝘆𝗼𝗻𝗲 𝗰𝗮𝗻 𝗲𝗮𝘀𝗶𝗹𝘆 𝗿𝗲𝗮𝗰𝗵 𝘁𝗵𝗲𝗶𝗿 𝗶𝗱𝗲𝗮𝗹 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿𝘀 𝗯𝘆 𝘀𝗲𝘁𝘁𝗶𝗻𝗴 𝘂𝗽 𝗮 𝗳𝗲𝘄 𝗱𝗲𝗺𝗼𝗴𝗿𝗮𝗽𝗵𝗶𝗰 𝗳𝗶𝗹𝘁𝗲𝗿𝘀. ✅ Effective targeting is complex, requiring a deep understanding of customer personas, behavior, and intent. Personalization and segmentation are essential but demand significant data analysis and testing. ❌ 𝗢𝗻𝗰𝗲 𝘆𝗼𝘂 𝗳𝗶𝗻𝗱 𝗮 𝘄𝗶𝗻𝗻𝗶𝗻𝗴 𝗮𝗱 𝗰𝗿𝗲𝗮𝘁𝗶𝘃𝗲, 𝘆𝗼𝘂 𝗰𝗮𝗻 𝗸𝗲𝗲𝗽 𝗿𝘂𝗻𝗻𝗶𝗻𝗴 𝗶𝘁 𝗶𝗻𝗱𝗲𝗳𝗶𝗻𝗶𝘁𝗲𝗹𝘆 𝘄𝗶𝘁𝗵 𝗰𝗼𝗻𝘁𝗶𝗻𝘂𝗲𝗱 𝘀𝘂𝗰𝗰𝗲𝘀𝘀. ✅ Creative fatigue occurs when audiences tire of seeing the same ads. Regularly refreshing creatives with new visuals and copy is necessary to maintain engagement and performance. ❌ 𝗧𝗵𝗲 𝗺𝗮𝗶𝗻 𝗳𝗼𝗰𝘂𝘀 𝗶𝘀 𝗼𝗻 𝗿𝗲𝗱𝘂𝗰𝗶𝗻𝗴 𝗖𝗔𝗖 𝘁𝗼 𝗺𝗮𝘅𝗶𝗺𝗶𝘇𝗲 𝗽𝗿𝗼𝗳𝗶𝘁𝗮𝗯𝗶𝗹𝗶𝘁𝘆. ✅ Focusing on maximizing CLTV is more sustainable, as it considers the long-term value of customers, making it worthwhile to invest more in acquisition. ❌ 𝗔𝗱 𝗽𝗹𝗮𝘁𝗳𝗼𝗿𝗺𝘀 𝘄𝗶𝗹𝗹 𝗮𝗹𝘄𝗮𝘆𝘀 𝗽𝗿𝗼𝘃𝗶𝗱𝗲 𝘁𝗵𝗲 𝘀𝗮𝗺𝗲 𝗹𝗲𝘃𝗲𝗹 𝗼𝗳 𝗱𝗲𝘁𝗮𝗶𝗹𝗲𝗱 𝘁𝗮𝗿𝗴𝗲𝘁𝗶𝗻𝗴 𝗱𝗮𝘁𝗮, 𝗺𝗮𝗸𝗶𝗻𝗴 𝗶𝘁 𝗲𝗮𝘀𝘆 𝘁𝗼 𝗿𝗲𝗮𝗰𝗵 𝘀𝗽𝗲𝗰𝗶𝗳𝗶𝗰 𝗮𝘂𝗱𝗶𝗲𝗻𝗰𝗲𝘀. ✅ Data privacy regulations and platform changes have reduced targeting precision. Advertisers now need to rely more on first-party data and broader, less precise strategies. ❌ 𝗢𝗻𝗰𝗲 𝗮𝗻 𝗮𝗱 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝘆 𝗶𝘀 𝘄𝗼𝗿𝗸𝗶𝗻𝗴, 𝗹𝗲𝗮𝘃𝗲 𝗶𝘁 𝗯𝗲. ✅ Continuous testing and iteration are necessary, as the digital landscape changes frequently. What works today may not work tomorrow, so constant adaptation is key. ❌ 𝗕𝗮𝘀𝗶𝗰 𝗺𝗲𝘁𝗿𝗶𝗰𝘀 𝗹𝗶𝗸𝗲 𝗰𝗹𝗶𝗰𝗸𝘀 𝗮𝗻𝗱 𝗰𝗼𝗻𝘃𝗲𝗿𝘀𝗶𝗼𝗻𝘀 𝗮𝗿𝗲 𝗲𝗻𝗼𝘂𝗴𝗵 𝘁𝗼 𝗺𝗲𝗮𝘀𝘂𝗿𝗲 𝘀𝘂𝗰𝗰𝗲𝘀𝘀. ✅Advanced analytics are essential. Tracking metrics like ROAS, CLTV, and CAC, alongside understanding customer behavior and optimizing the customer journey, is critical for long-term success. ❌ 𝗜𝘁’𝘀 𝗲𝗮𝘀𝘆 𝘁𝗼 𝗺𝗲𝗮𝘀𝘂𝗿𝗲 𝘁𝗵𝗲 𝘀𝘂𝗰𝗰𝗲𝘀𝘀 𝗼𝗳 𝗮𝗻 𝗮𝗱 𝗰𝗮𝗺𝗽𝗮𝗶𝗴𝗻 𝘂𝘀𝗶𝗻𝗴 𝗺𝗲𝘁𝗿𝗶𝗰𝘀 𝗹𝗶𝗸𝗲 𝗰𝗹𝗶𝗰𝗸𝘀 𝗮𝗻𝗱 𝗰𝗼𝗻𝘃𝗲𝗿𝘀𝗶𝗼𝗻𝘀, 𝗮𝗻𝗱 𝘁𝗵𝗲𝘀𝗲 𝗺𝗲𝘁𝗿𝗶𝗰𝘀 𝘄𝗶𝗹𝗹 𝗰𝗹𝗲𝗮𝗿𝗹𝘆 𝘀𝗵𝗼𝘄 𝘄𝗵𝗶𝗰𝗵 𝗮𝗱𝘀 𝗮𝗿𝗲 𝗱𝗿𝗶𝘃𝗶𝗻𝗴 𝘀𝗮𝗹𝗲𝘀. ✅ Attribution in eCommerce advertising is challenging due to multi-channel interactions. Accurately attributing sales requires advanced tools and careful analysis, as simple metrics often don't tell the full story. ____________· ⋅˚₊‧ 🎀 ‧₊˚ ⋅ ·____________ 🌷 Hi, I am Chloé Nguyen from NestScale 🌷 🔔 Follow me for more insightful posts about #ecommerce #shopify #shopifyplus #adtracking #advertising #cookielessfuture #serversidetracking #firstpartydata #multipletouchattribution #customerjourney #googleads #facebookads #tiktokads #omnichannelmarketing

Over the last few weeks, I’ve spoken with 20+ eCommerce and DTC brands about their attribution and LTV challenges. Four consistent themes emerged: 1. Data is too fragmented: Ad metrics live in Facebook or Google, purchases in Shopify, retention in Klaviyo, and nobody’s seeing the full customer journey in one place. 2. iOS 14+ made short-term metrics riskier: With less granular data, many marketers over-index on quick ROAS or CPA wins, ignoring high-LTV segments. 3. Brands want to optimize for retention: Rising CAC and declining LTV is pushing teams to chase repeat buyers instead of just one-and-done conversions. When a brands mention the first three, my advice is bring these insights together by consolidating your data and forecasting beyond the first purchase. And that brings up challenge number 4. 4. Organizational Gaps in Data Expertise: Many mid-market DTC brands have small or overstretched data teams in addition to lacking the technology and analytics expertise. The Takeaway: If you can’t see which channels produce loyal, profitable customers, you can’t truly scale. Based on my numbers that would indicate about 80% of ecommerce DTC Brands are still in the dark. The long term winners will be the 20% that have accurate attribution and real-time data. #DTCgrowth #MarketingAttribution #CustomerLifetimeValue #PredictiveAnalytics #RetentionMarketing #eCommerceStrategy

Someone asked me yesterday, why have you developed InApp Redirect and how does it help businesses? Below is the summary of what I told them. Last year, while we were laser-focused on monitoring website speed and performance in real-time for #eCommerce brands, we stumbled upon a problem so sneaky, so devastating, it quietly wreaks havoc on social media ad conversions. You've likely encountered it yourself. Because of " InApp Browsers ". 👎 Every time a user clicks an ad, their journey begins in the browser built into Instagram or Facebook. And these InApp Browsers? They’re the silent conversion killers. Here's why: 🔸 Slow website loading speeds – 15% slower than Chrome or Safari. 🔸 No cookies – Say goodbye to personalized experiences. 🔸 No multiple tabs – Forget about product comparisons or additional browsing. 🔸 No autofill for forms or payments – Turning checkout into a chore. Here’s the heartbreaking part: your buyer is excited. They’ve added products to their cart, maybe even created a wishlist. But then—life happens. A notification pops up. A phone call comes in. Or they simply get distracted. They close the in-app browser and leave with every intention to return. But when they do? 🔻 The cart is empty. 🔻 The wishlist is gone. 🔻 And 90% of the time, they don’t come back at all, because they can't find your ad again until it pops up again, that's an additional CAC, isn't it? This isn’t just frustrating for them—it’s devastating for your campaigns. That’s why we built www.Inappredirect.com Our solution gives users the power to seamlessly redirect from Instagram or Facebook’s InApp Browsers to their native browsers (like Chrome or Safari), and we preserve all the UTM parameters. This means your buyers can pick up exactly where they left off, creating a seamless shopping experience and saving their progress—cart, wishlist, and all. Since our launch in December, we’ve already achieved a 25% success rate in redirections. And guess what? Serious buyers want to be redirected. Native experiences are trustworthy. If you’re running campaigns on Facebook or Instagram, try InApp Redirect—it’s free to get started. Your buyers deserve a better experience. Your campaigns deserve better results 😊 #PerformanceMarketing #SocialMediaMarketing #DigitalMarketing #ConversionOptimization #ecommerce