Ep 203: AKNF - 19 Point Audit on Traffic and Creative with Pilothouse's Liam, Evan, and Kyle
DTC Podcast · with Liam, Evan, and Kyle (Pilothouse) · May 20, 2022 · 34 min
Summary
This episode dives deep into Pilothouse's 21-point audit for DTC brands, focusing on traffic and creative strategies. It provides a highly actionable framework for optimizing paid advertising efforts, from meticulous tracking and attribution to advanced audience segmentation and creative testing. Ecommerce operators will gain concrete best practices to identify inefficiencies and scale their campaigns effectively.
Key takeaways
Implement a rigorous UTM audit and consistent naming conventions across all campaigns for accurate data analysis.
Cross-reference Facebook attribution data with Google Analytics to gain a holistic understanding of campaign performance and true incrementality.
Develop a robust testing strategy that includes pilot testing new angles, annualized testing, and audience matrix testing for continuous optimization.
Leverage advanced tactics like influencer dark posting and whitelisting to scale influencer marketing efforts and gain more control over ad placements.
Optimize your pixel and CAPI implementation to ensure maximum data fidelity for targeting and attribution in a privacy-first world.
Subscribe to DTC Newsletter - https://dtcnews.link/signup Today we're jamming with Liam who's building out Pilothouse's DTC Audit product.
Get a Pilothouse Audit ➝ https://pilothouse.co/contact-us
We got Liam and Evan to share the 21 points that Pilothouse looks at every time they launch client, or perform a traffic and creative audit for a brand.
Listen in to hear the full structure, plus lots of best practices around Incrementality Facebook Attribution & Cross-referencing with Google Analytics UTMs audit Naming Convention Hacks Pixel & CAPI Implementation Shopify Efficiency Mapping Pilot Testing & Discovering Angles Annualized testing Strategy Audience Matrix Testing Leveraging Owned Audiences Comment Moderation Prospecting & Retargeting Ecosystem TOF/MOF/BOF Audiences & Exclusions Consolidated Scale VS. Testing Campaigns Budget Management - Vertical And Horizontal Scale Leveraging Dynamic Ads Influencer Dark Posting & Whitelisting Stay tuned for Part 2 of the Pilothouse Audit series when we discuss everything that goes into a CRO and Customer Experience Audit. Subscribe to DTC Newsletter - https://dtcnews.link/signup
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Watch this interview on YouTube - https://dtcnews.link/video
What does this episode say about paid acquisition?
Implement a rigorous UTM audit and consistent naming conventions across all campaigns for accurate data analysis.
What does this episode say about analytics & attribution?
Cross-reference Facebook attribution data with Google Analytics to gain a holistic understanding of campaign performance and true incrementality.
What does this episode say about brand & content?
Develop a robust testing strategy that includes pilot testing new angles, annualized testing, and audience matrix testing for continuous optimization.
What does this episode say about paid acquisition?
Leverage advanced tactics like influencer dark posting and whitelisting to scale influencer marketing efforts and gain more control over ad placements.
What does this episode say about paid acquisition?
Optimize your pixel and CAPI implementation to ensure maximum data fidelity for targeting and attribution in a privacy-first world.
