Tony Chopp

VP of Paid Media · Common Thread Collective

Podcast guest · Cited in 7 answers

About

Tony Chopp is the VP of Paid Media at Common Thread Collective, where he leads Prophit Engineers in diagnosing ecommerce issues using the Hierarchy of Metrics framework for over 170 brands. He appears on the Ecommerce Playbook podcast discussing media strategies, Meta ad insights, and emerging trends like agentic commerce.

Host of

Top questions Tony Chopp answered

• What's the best way to structure Google PMax campaigns for a multi-product Shopify store?
  The big debate around Google PMax is between one consolidated campaign to maximize machine learning, and a segmented strategy that splits campaigns by Brand and Non-Brand. For most stores, separating…
• Should I combine prospecting and retargeting in a single PMax campaign?
  No, you shouldn't combine prospecting and retargeting in a single PMax campaign. Doing so makes it impossible to know what's actually working, as the algorithm will always favor the easiest conversio…
• What's a good MER or blended ROAS to aim for in a post-iOS14 world?
  The right blended ROAS isn't a benchmark, it's a calculation based on your unique margins. The real goal is finding the lowest return you can profitably accept. Chasing an arbitrarily high ROAS means…

Signature topics

• Hierarchy of Metrics — Framework for diagnosing ecommerce problems from business-level to campaign-level metrics.
• Paid Media Strategy — Expertise in holiday media buying and channel optimization for ecommerce brands.
• Meta Advertising — Insights from Meta's top executives on evolving ad platform changes.
• Agentic Commerce — Analysis of AI-driven commerce shifts involving Shopify and Google's protocols.

Credentials

• Marketing and Media Studies — Michigan State University

Notable achievements

• 10,000+ hours of expertise in META and Google Ads platforms

Links

Website · LinkedIn · Twitter / X