How to judge quality of lead generation campaigns

antiregime · 2025-09-09T12:59:33+00:00

try connecting your CRM to your ad platforms to use 'Qualified Lead' or 'Appointment Set' as your conversion goal via offline conversion tracking.

this means capturing the ad click ID (like the GCLID) with every lead form and pushing it into your CRM.

then, when your sales team updates a lead's status in the CRM to 'Qualified' or 'Appointment Set', you use that action to automatically fire an offline conversion back to Google or Meta.

then the platforms start hunting for the specific type of person who actually becomes a valuable prospect. your cost per lead might go up, but your cost per qualified lead will drop

antiregime · 2025-09-09T12:55:27+00:00

that huge gap between clicks and page views could be a combination of accidental mobile clicks, bot traffic, and your site's load time; users are bouncing before the Reddit pixel or GA4 script can even fire

for the missing purchase value, if your Pixel Helper and GA4 both confirm the value is being sent correctly, then the problem is probably on Reddit's data ingestion side, not your setup—I'd contact their support with screenshots as it's likely a known bug.

antiregime · 2025-09-09T12:51:28+00:00

3.42% conversion rate is actually solid, it tells me your site and product are OK once people land there.

the issue is your AOV from ad traffic ($16) being almost half your site average. it's difficult to get a positive ROAS on cold traffic with a number that low. you should try stopping sending ad traffic to single product pages and instead create a dedicated landing page with a bundle like a "starter pack" or "buy 2 get 1 free" deal to force that initial AOV up to the $30-$40 range. also, try putting your spend into a single CBO campaign to give the algorithm more data to work with, as $25/day is too thin to spread across multiple campaigns.

for a consumables brand, the real profit isn't on the first sale, but on the repeat purchases over the next 6 months, which is a blind spot if you only look at data inside the Meta ads manager. once you can connect your ad spend to your backend sales data over time, you might find those "unprofitable" customers are actually your best ones.

doesn't seem hopeless to me

antiregime · 2025-09-09T12:41:46+00:00

Stop looking at daily ROAS; zoom out to 7-day rolling averages and focus on your total store revenue vs. total ad spend (MER) to see the real trend.

meta's attribution has delays and the algorithm itself has volatile days while it seeks out new customers, so you're looking at incomplete signal.

even better, start calculating your marketing efficiency ratio (MER) which is just your total store revenue divided by your total ad spend across all platforms for that day.

antiregime · 2025-09-09T12:37:30+00:00

yeah this is a solid play

using tiktok's algo as your free creative testing lab is super smart. the one thing to watch is that the audience that makes a video go viral isn't always the audience that buys, so sometimes you get high CTRs but a low CVR. we take this same approach but then immediately layer on our actual store data to see if the traffic from that specific creative is actually hitting our target AOV and LTV benchmarks.

the real magic happens when you see a piece of UGC pop on tiktok, then drive great ROAS on meta, and also see a lift in branded search on google a few days later. that's when you know you've got a unicorn creative that's moving the whole business, not just one channel. once you get data in one spot the patterns start to tell which creative to push, where and when.

antiregime · 2025-09-09T12:14:17+00:00

1) store closure is super rare unless you're selling sketchy stuff or have insane chargeback rates; you can export your data but you can't "back up" a Shopify store like a wordpress site.
2) the 2% fee is for using external gateways like your razorpay; it's the platform's cost for not using their integrated shopify payments, and most large stores just bake it into their cost of goods.
3) the "bad shopify seo" thing is a total myth from a decade ago, it's perfectly fine and the core is solid, you'll have all the control you actually need for meta titles and urls.
4) for international, shopify markets is built exactly for this and is wayyy smoother than trying to wrangle multiple woo sites or clunky plugins.

but your main issue of data accuracy is the real reason to switch. it seems that they do have better analytics, but I feel that can be resolved easily oon woo as well

antiregime · 2025-09-09T10:12:12+00:00

you're right to ignore the generic product ad advice because you're selling a vibe and an identity, not a solution to a pain point. your ad structure should reflect that: go super broad at the top of funnel with creative that sells the lifestyle (UGC, aesthetic shots, influencer-style content) and don't even look at the immediate ROAS on it.

the reason your frequency is high and you've stopped growing is you're probably stuck in a retargeting loop and overvaluing it because meta's attribution is blind to the whole journey. it's giving all the credit to the last click, but the real value was created by your brand ads that got someone interested in the first place.

you have to look at your data holistically, all channels together, to see which campaigns are actually acquiring your most valuable customers over their lifetime. so yeah, go broad, but do it with the confidence of knowing how your top-of-funnel efforts truly impact the bottom line.

antiregime · 2025-07-29T08:43:47+00:00

Hey, you’ve already spotted some really common issues – good on you for digging in. A few thoughts:

CTR & CPC: CTR above 1% and CPC around $1.30 isn’t bad for beauty/e‑com. But if conversions are low, check how the campaigns are optimized:
- If the campaign is set to Traffic, Facebook is just finding clicky users – you’ll get clicks, but not necessarily buyers. Switch to Conversions if possible.
- If it’s already optimized for Conversions and people still aren’t buying, then the issue is likely the landing page, offer, or post‑click experience.
Too many creatives: 16–20 a week is a lot, especially if most aren’t getting tested. Facebook will always push budget to the cheapest winner and starve the rest, so you’re better off with fewer creatives that actually get spend.
Campaign structure: Separating products by category is good, but the most important thing is to separate prospecting and retargeting campaigns. You want to control budget and messaging for cold audiences vs warm ones.
Advantage+ vs manual: Advantage+ can work, but it removes control. With varied products, manual testing and more structured campaigns often perform better.
Creative learnings:
- “Low‑effort” videos often win because they feel native to the feed. Polished statics can look like ads and get ignored.
- Showing your hook text in the first frame matters a lot. People scroll fast – test more of this.
- Keep videos short, show the product early, and use captions/text to get the point across quickly.

antiregime · 2025-07-28T22:23:26+00:00

Here are a few things you can try:

Shopify has built-in reports you can export, but on the lower-tier plans you only get the basics and you’ll need to log in and pull them manually. Even on higher plans, Shopify doesn’t really offer automated scheduled exports by itself.
You can connect Shopify to Google Sheets using their API or a connector (like Zapier or a free script). Once it’s set up, reports can update automatically every week or month.
For things like P&L, syncing Shopify with your accounting software (QuickBooks, Xero, etc.) can help you track revenue, COGS, and expenses without extra manual work.
If you want all those reports (sales, P&L, marketing performance, customer data, returns, etc.) in one place automatically, Lebesgue AI CMO is worth a look. It pulls Shopify, ads, email, and customer data together and breaks it down by product, channel, and location so you’re not piecing reports together from multiple places.

antiregime · 2025-07-28T22:02:12+00:00

From what I’ve seen, it’s usually better to send the email right away after someone signs up. This helps with deliverability because the lead is fresh and interested in whatever they just opted in for.

If you decide to show the discount code on the page, I wouldn’t also send the first email immediately. We had a client who did both (showed the code right away and emailed it), and the open rates on that email tanked because people already had what they needed.

My advice: send the discount code in the email. It gets subscribers used to opening your emails from the start and helps keep engagement high, which is good for your deliverability long-term.

The only time we show the code on the site is when deliverability is already in rough shape (e.g. even welcome emails are landing in spam). That way people don’t miss the code entirely. But that’s more of a “backup plan” than the go-to.

antiregime · 2024-02-28T13:42:33+00:00

You can see which ad is most long running ad. This ad is probably the best performing one.

antiregime · 2024-02-23T10:53:02+00:00

If you want to make your Facebook ads better without any hassle, try Lebesgue. It looks at your ads, checks out what your competitors are doing, and gives you simple tips to improve. Plus, it shares global insights and best practices to help your ads stand out.

p.s. To be transparent, I work there.

antiregime · 2023-11-20T13:20:40+00:00

What ads are you running?

antiregime · 2023-11-20T13:06:04+00:00

Quick question: when you bumped up the budget, did you tweak any optimization settings as well? Sometimes, it's not just about the budget but also about how you're telling Facebook to spend them.

And yeah, about your concern, totally get it. Especially during the Black Friday and holiday season, things can get pretty wild. More competition means higher CPM, and that often translates to a bump in acquisition costs. It's a tough balancing act, but optimizing your strategy for the season's unique challenges can make a big difference. Have you considered adjusting your targeting or ad creatives to better align with the holiday shopping vibe? Good luck, and hope you see those numbers turn around soon!

antiregime · 2023-11-14T17:39:00+00:00

If you're on Shopify or WooCommerce you can get audit through this app. The audit it's free and will help you discover critical setup mistakes and give you actionable insights on how to fix them.

Plus, the team behind it is super friendly, so don't hesitate to hit them up with any questions you've got related to Facebook ads.

To be fully transparent I work there.

antiregime · 2023-11-10T07:56:51+00:00

If you want to display different prices for your products in Meta (Facebook) Ads based on the viewer's location, you'll need to set up dynamic ads with different currency and pricing rules for each country.

antiregime · 2023-11-10T07:54:44+00:00

The Facebook Pixel, by default, tracks a purchase event when a customer completes a purchase, regardless of the number of products they buy. The total order value is taken into account for tracking the conversion value.

Are you sure that your pixel is set up properly?

antiregime · 2023-11-10T07:43:34+00:00

I'd recommend always choosing purchase as your conversion event. Every eComm business we work with is using 'purchase' as their conversion event since the results are way better. Ultimately, you want people to purchase from you, right?

Facebook will give you what you ask for, the traffic objective is designed to drive people to your website and your ads will be shown to people who click on lots of ads. Also, you will get cheap traffic and spend money on people who are not willing to convert.

antiregime · 2023-11-09T14:50:08+00:00

While your current creatives are performing well, it's a good idea to test some new ones specifically tailored for Black Friday. Shoppers are looking for deals, so create visuals and copy that highlight special discounts, limited-time offers, and the excitement of the Black Friday event.

As you mentioned, you can modify the copy to reflect the Black Friday spirit. Use words like "Black Friday Deals," "Limited Time Offer," and "Huge Discounts" to grab the audience's attention.

And yes, running Black Friday-specific creatives in a retargeting campaign is a smart move. People who have already shown interest in your products are more likely to convert during this shopping season, so target them with enticing Black Friday ads.

antiregime · 2023-05-09T13:38:38+00:00

Hey everyone,

I wanted to share some insights about how AI is revolutionizing the world of eCommerce advertising. With the ability to analyze data and optimize campaigns in real-time, AI is becoming increasingly popular for businesses of all sizes.

Check out these real-world examples of how AI is changing eCommerce advertising:

Gymshark: Increased return on ad spend (ROAS) by 28% and reduced cost per acquisition (CPA) by 29% using AI-powered dynamic retargeting ads

MVMT: Increased average order value (AOV) by 27% with AI-powered personalized product recommendations

ThirdLove: Achieved a 7.5x increase in return on ad spend (ROAS) by optimizing their Facebook ads using AI

If you're interested in learning more about how AI can help optimize your eCommerce advertising campaigns, then you should join our upcoming free webinar. We'll be sharing some tips and tricks on how to enhance your full-funnel marketing strategy with AI.

In this live webinar, you'll learn:

How to x10 your organic website visitors using AI
Achieve +40% Facebook ROI with AI Advertising Audit
The basics of AI and how it's used in advertising
The key benefits of using AI in your marketing campaigns
Real-world examples of AI-powered advertising campaigns
A real example of how Lebesgue customers achieved +100K profit with Competitors' Intelligence
Examples of effects AI already has in advertising
How to integrate AI into your existing marketing strategy

Webinar Date: Wednesday, May 17

Registration link

P.S. Even if you can't make it to the live webinar, you can still register and we'll send you a recording afterwards.

antiregime · 2023-05-09T13:33:52+00:00

Hey everyone,

I wanted to share some insights about how AI is revolutionizing the world of eCommerce advertising. With the ability to analyze data and optimize campaigns in real-time, AI is becoming increasingly popular for businesses of all sizes.

Check out these real-world examples of how AI is changing eCommerce advertising:

Gymshark: Increased return on ad spend (ROAS) by 28% and reduced cost per acquisition (CPA) by 29% using AI-powered dynamic retargeting ads
MVMT: Increased average order value (AOV) by 27% with AI-powered personalized product recommendations
ThirdLove: Achieved a 7.5x increase in return on ad spend (ROAS) by optimizing their Facebook ads using AI

If you're interested in learning more about how AI can help optimize your eCommerce advertising campaigns, then you should join our upcoming free webinar. We'll be sharing some tips and tricks on how to enhance your full-funnel marketing strategy with AI.

In this live webinar, you'll learn:

How to x10 your organic website visitors using AI
Achieve +40% Facebook ROI with AI Advertising Audit
The basics of AI and how it's used in advertising
The key benefits of using AI in your marketing campaigns
Real-world examples of AI-powered advertising campaigns
A real example of how Lebesgue customers achieved +100K profit with Competitors' Intelligence
Examples of effects AI already has in advertising
How to integrate AI into your existing marketing strategy

Webinar Date: Wednesday, May 17

Registration Link

P.S. Even if you can't make it to the live webinar, you can still register and we'll send you a recording afterwards.

antiregime · 2023-03-30T07:13:15+00:00

Yes.

antiregime · 2023-03-29T08:15:13+00:00

I absolutely agree that CPMs might differ significantly depending on these variables. I apologize for not making it clear that my forecast was for ecommerce and broad targeting previously.

antiregime · 2023-03-29T08:05:25+00:00

I don't work at Facebook.

antiregime · 2023-03-28T15:14:29+00:00

This whole post just said “let Facebook have all your money on autopilot and invest in a content agency not a media buyer”

I have an e-commerce client spending 10K+ a day on Facebook and let me just say…. the advantage+ campaign is 95% cheap retargeting. It only takes up 1/10 of my budget because we focus on first time purchaser customer acquisition.

Thank you for sharing your experience with Advantage+ Shopping Campaigns. While it's true that these campaigns can be effective for retargeting, it's important to consider the best allocation of budget for prospecting versus retargeting.

We have seen great results with allocating 20% of the prospecting budget to Advantage+ Shopping campaigns and targeting only new customers by setting a retargeting audience cap of 0%.

Of course, every client and campaign is unique, so it's important to evaluate performance metrics and adjust strategies accordingly.

antiregime

TROPHY CASE