Jordan West

E-Com Investor & Podcast Host | Multiple Exits| Avid Golfer, Biker + Hiker | Dad Of 3 | CEO + CMO | Mastermind Host

My Journey 
When I was 23 I decided to buy a Taco Del Mar restaurant... I knew I had made a huge mistake at 2pm the first day when only 3 customers had walked in... (and two of them were my parents haha) 
For 5 years I worked hard to grow sales every way I could think of and in the end, tripled our revenue which still didn't seem to matter on the profit side. (I lost a lot of money 💰)

The one thing that I seemed to be the best at in the restaurant endeavor was marketing and getting people in the door. 

Fast forward to 2014 when my wonderful wife Carmen (definitely my better half) started a modest baby clothing line and was selling at craft markets. 

I asked if I could test running a few ads on Facebook... and the rest is history. I learned every up-and-coming strategy and tactic and helped grow the small start-up to a multi-million dollar company and still growing!

Since then we have acquired multiple DTC brands and have built an agency (upGrowth Commerce) to service our brands as well as others who are in a similar situation to us!

In 2019 we started the podcast "secrets to scaling your e-commerce brand" which is now in the top 50 business/marketing podcasts in multiple countries including Canada and the United States.

I love connecting with people, so please connect. (I do have a no a**holes policy though, so don't connect if that's you.) 

I talk all about scaling businesses using paid ads on “Secrets To Scaling Your E-Commerce Brand”.

Chief Executive Officer

I will die on this hill 👇👇
Going on vacay next week.

Will not check slack.
Will not be online 
Will not check emails.
Will be present with my fam 
Will have more impactful ideas etc than ever 
Will come back ready to know what to work on for max impact 

Why? 

I have a team that handles everything. 
Because that is true freedom and leverage.

Just sayin Oliver 😆❤️🤷‍♂️

If you’re on TikTok Shop and you don’t use Reacher you are playing on hard mode!! 

But first a story… 

Last month I was in Vegas for business

 Bora Mutluoğlu and Jerry Qian flew out separately from SD and SF just for the night. 

Took me out for dinner. 
Hung out all night. 
Just because. 

I am so proud to have been their advisor. 

They will surpass any business success I’ve ever had very shortly. 

This is what I live for. 

So back to Reacher 

They have built every single feature I have asked for to build creator communities on TikTok Shop and beyond for brands. 

They are the obvious outreach tool for every brand (and it’s not even close) 

If I were a competitor I would just quit tbh 😆🤷‍♂️

They are on another plane. 

This isn’t sponsored - except maybe a friendship sponsor lol! 

Anyway just wanted the world of LinkedIn to know how much I appreciate these guys! 

I will bet on whatever they do in the future.

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This is wild 👇🔥🔥
We have an internal channel at Social Commerce Club when new clients partner with us…

No word of a lie - that channel has been pinging at least 3-4x per week for the last couple of months.

Needless to say… we continue to hire 😆🤷‍♂️

This is super important for every single brand wanting to launch TikTok Shop  in 2026. 👇

If an agency tells you that you’ll be profitable in the first three months… 

RUN!!! 

Your goal in the first three months is…

1. Build the muscle 
2. Build a creator community 
3. Build momentum

That’s it! 

But… once you get momentum you’ll start seeing insane traction. 

And that’s when it gets fun! 

Thats what my team at Social Commerce Club loves for!!

2025 year in review (this will be juicy 😆🙌🏻) 
Highlights first (in order of importance) 👇

1. 4th baby arrived (me pictured trying to remember how to hold a new born ❤️) 

2. Acquired TUFF Media - unreal founder in Parker Kump and incredible team! Made Parker CEO (he’s a way better day to day operator than me)

3. Worked and scaled over 100 brands at Social Commerce Club - became one of the top 5 “gold status” TikTok Shop agencies in NA. 

We Should be the only platinum in Jan.

4. Founder/CEO Advising - worked one on one with 13 founders - mostly SAAS. 5 exits, 3 got into accelerators. (I’m waitlisting founders for this year btw - DM me if interested)

5. Acquired Roasberry to become Halo - the first omni channel decision engine for DTC brands (launching soon) 

6. Socials - over 10 million impressions between LinkedIn, X, YouTube etc 

7. Health (should have put this second but I’m typing and well…) 

Continued to not drink (highest leverage move and it’s not even close) 

Installed a “daily hike” into my work day - best new habit. 

Read/listened to over 50 books.

8. YouTube/podcasts - was only on 10 external podcasts (need to change that this year) 

Published 40 YouTube videos + 52 podcasts of Secrets To Scaling Your E-commerce Brand 

9. Friends (this should have been 3rd lol) 

Moved cuties 4 hours away and intentionally have made some amazing friendships even at 39! 

We’ve hosted at our house least 20 times since we’ve moved and made a lot of ribs and brisket!! 

Lowlights

1. Said yes too much that took away from my main goals.

2. Didn’t spend enough time one on one time with my kids. 

3. Worked too much on things that didn’t matter to ME. 

4. Made some poor cultural hiring decisions that I had to walk back (read fire) 🔥 

Ok that’s it! 

What was your 2025 highlight?

I’m going to be honest 😢
In Aug… we were churning a lot of clients and not hitting expectations…

September we made some Big personnel decisions and it changed everything!! (Not like things were terrible before) 

Seeing my Social Commerce Club team working at this level makes me realize that they ARE the number one world class team for TikTok shop IMO 

Oh also… Parker Kump taking over as CEO has helped too!! 😆🤷‍♂️

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“How should I think about sampling on TikTok Shop?” 👇 
We get this question from brands at Social Commerce Club constantly…

So... Here’s the framework we use. (probably save this one) 🔥 

Step 1: Stop treating sampling like a checklist
It’s not…

It’s an investment decision!! 👏 

Step 2: Use metrics as inputs

Not gates.

Yes, we look at…

→ Recent GMV
→ Post rate
→ Content quality
→ TikTok signals

Step 3: Zoom out and get the full context

Creator-side questions: (here's where the gold is people!!)

→ Is their content good enough to sell anything
→ Do they post like it’s a job… or like it’s a hobby
→ How long have they been on the platform
→ Do they engage in the community
→ Is there an obvious use case for the product
→ Does the page feel like someone who “gets it”

Brand-side questions

→ What’s the goal (GMV max vs brand control - this is something we contantly need to think about with the types ad size of brands we work with at Social Commerce Club)
→ What’s the sampling budget + volume we aligned on
→ Do unit economics work (COGS, shipping, margin)
→ Do we have inventory to support this
→ Does the category fit their audience
→ How aggressive does the brand want to be

Step 4: Make the bet

Every product we send is an investment!!!
We place it where it has the highest chance of creating real value…

Now (performance)
Or later (relationship)

And if you’re unsure…

That’s normal.

Pull someone in.

Pressure test it!

I hope that helps... questions?

Last month... I found an INSANE stat about TikTok Shop creators that EVERY brand needs to understand before going HARD on the platform. 👇 

1. there are OVER 3.5 million creators signed up on tiktok shop

2. Here's the part that will blow your mind... 

Of those 3.5 million creators... 

less than 50K of them produce more than 1k of GMV (sales) a month. (thanks to Bora Mutluoğlu and Reacher for the numbers btw)

First... I have been saying this for the last 2 years. 

There are so few AMAZING creators. 

Second - your job as a brand is to find these creators and keep them happy and working for your brand. 

We've known this as the case at Social Commerce Club for the past 2 years and built an INSANELY high performing network. (that we plug new brands into from day 1) 

The next thought I have is around strategy if you can't get those creators to pay attention. 

This isn't something that I talk about that often TBH. 

BUILD YOUR BRAND CONTENT on your TikTok page 

Seriously. 

Get someone fulltime to crank out at least 10 videos a day. (stay away from fully AI btw - TikTok is deprioritizing that right now) 

Look at your competitors top performing content creators on @FastMoss and use those videos as inspo for your brand. 

Am I saying don't work with affilaites?? 

No not at all! 

Affilaites are so important to your overall strategy. 

What I AM SAYING is... 

Control what you can at first. 

And you can control your own brand content and how much you put out daily. 

So do that. 

Know a brand thinking of launching on TikTok Shop in 2026? 

Send them this post - it may help them understand the platform that much better!

Off to Hawaii for the week. 
Any post you see from me this week was prescheduled. 😆🤷‍♂️🙌🏻

Will be turning off any work all week…

Why? 

Because time away breeds creativity and productivity.

I’ve said it before… if you can’t take a week away from your business… 

You don’t have a business.

You have an underpaid 24/7 job. 

Btw… my thoughts on this yesterday hit a nerve 😆🙌🏻- go back to my profile and read the comments 🤦‍♂️

THIS IS A JOB POST FOR Social Commerce Club 🔥 
The more TikTok Shop agencies appear on the scene... the more I realize that 99.9% of them just don't get it. (or the broader market)

This is a great opportunity for us at Social Commerce Club - but also really sucks for the broader DTC community trying to enter the channel! 

The ONLY THING I THINK ABOUT DAILY is on increasing capacity (because as you know... demand is not our problem! 

And to do that... we need people to join us that RAISE THE BAR (not just meet it which generally weeds out 99% of people) 

So... we are hiring for the role of "social commerce strategist" 

What is it? 

You work directly in between our brand partners and our creator community. 
You help BIG brands enter the social commerce world on Tiktok shop driving both massive AWARENESS but also massive amounts of net new customers and revenue. 

Who are you? 

your friends call you "tenancious" "can learn anything" "won't settle for good enough" "can take on any challenge" "methodical is getting results" 

What have you done in the past? 

Titles may have looked like "brand strategist" "growth strategists" "director of ecomm" etc. 

If that's you... I'm going to tag in Klaryssa Pangilinan, CPHR 

1. Connect with her. 
2. Tell her that Jordan West said you should message. 
3. Tell her why you would be a fit for Social Commerce Club
4. Let's goooooooo 

Also would love a share and tag anyone you know may be a fit (ps... the best usually already have a job)

What’s up with That smile? 
Well let me tell you… 👇

A few things 

1. Social Commerce Club is going to be the biggest TikTok Shop agency in NA this year 

2. I have an amazing leadership team and CEO at SCC 

3. I love doing what I do on a daily basis 

4. I get to work with some of the biggest brands in the world. 

5. I am launching the biggest disruptive tool for brands since iOS 14.5 

6. I love my life 

That’s why I’m smiling … but tbh I would be smiling if everything was in shambles too - it’s a skill 😆🤷‍♂️

I have a confession LinkedIn…
This time last year…

I hired…

A ghost writer! 😆😢🤞

And you know what? 

They wrote better than me. 

They got better engagement. 

They saved me time!! 

But you know what?? 

After 2 months… it felt kinda weird. 

It wasn’t me.

I missed the habit of writing every day. I felt less articulate. 

Same thing with experimenting with AI 🤖 content. 

Sure - it works ish - but it’s not me. 

And I LOVE articulating ideas. 

I had lost my voice. 

So I went back to writing daily and let me tell you… best decision ever!! 

It’s not for everyone - I get it. But it’s for me!! 

Anyone else gone through this??

TikTok shop growth is hard. I want to break down EXACTLY how to do it in 2026 for any brand.

Hot take for 2026 👇

AI is better than you at UGC 

But… I don’t think it matters. 

Why? 

It’s not real.

It may work for a short time… but in the end, humans want humans. 

We love watching each other struggle and overcome. 
 
The messiness - the pain. 

It’s built in. 

One of my biggest takes is that AI content will be completely deprioritized in 2026 - because people are spending less time online as a result. 

Thoughts?

🔥 2026 predictions (you may not want to read these if you don’t like change e-commerce brands)

1. AI UGC on social media will be almost completely deprioritized and companies that make AI UGC will struggle (plus there will be some big consumer lawsuits similar to to ADA level lawsuits IMO) 

Also as an aside AI written content here on LI will be deprioritized (we all hope lol) 😂 

2. 95% of enterprise brands (read household names… not DTC darlings though some may take it more seriously before it’s too late) will enter TikTok Shop in some form. 

This one is interesting because I obviously have a lot of insider knowledge at Social Commerce Club and it’s wild. 

3. The Ads that work on paid social will HAVE to be proven out on organic social first. Brands will return to organic first (again why I am obsessed with TTS) 

4. Organic Facebook reach is back baby!! Post at least 2 reels a day! 

5. MTA as a measurement system will die and more wholeistic measurements will take its place (read halo etc) 

6. Meta and TikTok will demand even more creative in their pursuit of personalized ads. (Hmmm where can a brand get thousands of videos to use across channels???) 

7. Agentic commerce will push 30% of referrals for big brands on DTC (get ready for the bots folks) 

8. Social Commerce Club will be the only platinum partner on TikTok Shop and triple in size this year and I AM here for it!! 

What did I miss??

BRANDS!!! DON'T GO ON TIKTOK SHOP! 
YES YOU HEARD ME RIGHT! 

Until you have this in place... (yes I hate the hook I just did too lol!) 

1. Your fulfillment needs to BE dialled. If you start out and don't have this (the most overlooked part of TT shop) dialed you will get penalized and in a HUGE WAY! 

Like one of my old mentors says "it's all in the set-up" 

Having your back-of-house operations right from day one...

shipping, returns, SLAs, and stock sync—is non-negotiable. 

TT Shop doesn’t care if you’re learning. 

Miss your fulfillment window? You’re getting flagged! 

2. Your listings need to sell WITHOUT a scroll.
 
Clear titles (keyword-optimized, benefit-led).
5+ high-res images.
500+ character descriptions that SELL.

This is your storefront. Optimize it like your life depends on it.

3. You need a bulletproof creator outreach + content system.
 
One-off creator outreach is NOT a strategy.
 
You need:

A CRM to manage collabs.

My number one recommendation (and it's not even close) is Reacher 
Automated follow-ups.
spark ads collection 
etc etc 

Ps - think minimum 200 samples a month for the first 3 months. 

Remember top TikTok Shop creators are the 80/20 of the 80/20!

3 things in life and business that matter WAY MORE than money 💰👇

1. Autonomy - I would take freedom over money basically any day - your time is so much more valuable than you treat it. 

2. Friendship - there’s a crazy stat about males in their 30s and the lack of friends most people have. 

I have felt this in the past but made a concerted effort to push against it! 

3. Who you work with (and why the pic of Parker Kump) 

At Social Commerce Club I have one person that reports to me - Parker. That’s it. 

And TBH he is above my level - pushes me daily and is just a blast to work with. 

I’ve had partners in the past that aren’t at the same level and it is painful. 

If that’s you and a partner - you need to have the hard conversation NOW - it doesn’t get better. ❤️‍🩹 

I will never again work with someone I don’t enjoy and isn’t at my level or above (that included advisory clients) 

Life is too short. 

Btw… do the above and you’ll probably have more than enough money 🤷‍♂️

Ok what’s your thing that’s more valuable than money?

Brands sleeping on TikTok Shop…
Here’s what you need to understand 👇 

1. This is a legitimate channel for legitimate brands. (we should know at Social Commerce Club)

2. 2 out of the top 3 products AOV is above $200 (so you can't see it's just for cheap junk) 

3. Social commerce is the future 

Live shopping 
Creator driven commerce 
Affiliate style commissions 

If you’re on the fence… 

This is your sign

A brand we work with had over 20k affiliate  videos in November alone 👇

There are levels to this stuff on TikTok Shop guys! 

My biggest concern is the lack of amazing agencies out there to fill the massive need. 

I am still wanting to launch a way to help agencies understand how to run this service - DM me if you’re interested or want to know more (also for all of you who have dmed me do it again to get to the top of my inbox lol)

Was off my phone for a week 
No LinkedIn 🔥🔥🔥
Had 37 DMs waiting for me…

3 were from people not pitching me and that I needed to respond to 

What has happened to LinkedIn??

Jessie Healy

eCommerce Growth & Facebook Ads Marketing Consultant

Building DTC brands to 7 & 8 figures. Co-Founder of Webtopia. Founder of Ecomm Rockets. Podcast host - Ecommerce Impact. $50M spent on Meta & Google Ads. Ex-Etsy. 1X Exit.

My mission is to help you build a profitable, successful DTC brand through better advertising strategies.  Different stages of DTC growth need different types of support: Hitting your first 100k month is the first milestone. Putting in place the systems to get to $10M is a different kind of hard. For each stage in your eCommerce path, I have a solution for you. 

*Not Quite At 7 Figures - But Ambitious to Grow? Ecomm Rockets is my accelerator for early-stage eComm brands that provides growth marketing to get you to your first $100k months, for the next generation of iconic brands. A combination of mentorship, consultancy and teaching, this programme is perfect if you are ready to learn how to get the most out of your Meta and Google Ads. We can also include done-for-you ads management. 

*Established brand - keen to scale up? I have a range of consulting options and a network of partners, as well as very limited slots for full ads management - let me help you find the right fit for your brand's growth and Advertising challenges. 

Agency and Consulting: www.ecommgrowthcollective.com
Personal Website: www.jessiehealy.com

Accelerator: www.ecommrockets.com

Book a free strategy call: https://calendly.com/d/4dk-87x-f84T
The agency I founded and sold in 2023: www.webtopia.co

About Me: The $50 million I have spent on digital advertising for brands like Etsy, RealPlayer, Farfetch, Totter &amp; Tumble, ilabb, Baukjen and Candy Kittens has helped me crack the code to creating profitable ads and growth marketing strategies that convert.After a career spent working for consumer brands like Etsy - I struck out on my own as a freelancer in 2017, and then launched an agency which I grew over 5 years to 7 figures then sold it in 2023. I now work hands-on with brands again.

Not ready to chat just yet - why not sign up to my newsletter? https://ecommercecoach.beehiiv.com/

eCommerce Agency Founder & CEO | eComm Coach | Paid Social & Google Ads & Klaviyo Specialist

My Agency, Webtopia specialises in providing eCommerce businesses with highly optimised digital advertising on Facebook, Instagram, TikTok & Google, as well as Email Marketing with Klaviyo. Our team of 20 eCommerce experts focus on real results driving betweeen 3X and 15X return on investment for  our clients.
We make magic happen like: 

🌟15X ROAS for TWO YEARS (and counting) for an interior brand consistently
🌟Scaling a new brand to £150k a month spend and driving £600k in monthly revenue
🌟3 of our clients turning their side hustle into a million-pound-a-year business.

Jessie Healy 🎨

There is a big shift happening in social media and most brands have no idea it's happening. 

Gen Z understand this - in fact they are the reason it is happening. 
 
This shift at least in part explains why the average time spent on TikTok globally is 58 minutes vs 28 minutes on Instagram. 
 
Bear with me while I try to explain. This could be the most important thing you read today about social media. 
 
The reason TikTok has been so popular has been because of the way it makes people feel. The culture of TikTok from the start has been about, raw, real and authentic content. The warts-and-all, shot-from-your-messy-bedroom content doesn't make people feel bad about themselves the way curated, edited and filtered content on instagram does. 
 
From the start Instagram was about 'filtering' your reality, creating a better, and less realistic version of yourself, that has been linked to rising anxiety among young people and directly linked to people using the app. People turned to TikTok because it present a more attainable and fun way to look at the world. A place where you can learn, be entertained and connect with people that are 'like you'. 
 
Why should brands care about this? 
 
Because brands that truly understand this vibe shift will be better about to connect with Gen Z and Millennials who are now consuming this authentic and raw content on the daily. Add this to the fact that they are the generation that is most cynical about advertising and being marketed to, and the big risk to brands is getting this wrong. 
 
I've been seeing brands lately see a huge uptick in performance when they start using diverse creators - people who look like normal people, represent different races, ages, sizes and income levels, and don't live in perfect houses with perfected curated lives. 
 
Brands that do this - both on their organic and paid channels will be the ones that win in the next year. Brands remain slaves to their elevated brand aesthetic  will be left behind. 
 
Do you agree? Have you noticed this shift? 

How have you changed your content strategy as a result?

Growing DTC brands to 7 & 8 figures. $50M spent on Meta & Google Ads. Ecommerce Marketing Coach & Consultant. Webtopia Founder (now acquired). 1X Exit. Podcast host - Ecommerce Impact Podcast. Ex-Etsy.

Too many founders over-complicate their marketing.

I just spoke to an eComm founder who has scaled his biz to 8 figures WITHOUT Facebook/Meta ads and very little social media presence.

He has focussed on one core paid advertising channel (Google Ads), leaned into it hard and made it work.

Why is this a good strategy?

1. His data is clean - he doesn't have to worry about attribution as he knows all his paid traffic starts with Google Ads. He can use simple correlation to measure success.

2. His team is lean - he has one agency running Google ads, he run email marketing in-house so he can focus on product development, logistics and supply chain.

3. He can concentrate his efforts on making that one channel really successful - rather than being pulled in multiple directions by different marketing channels.

4. His budget is consolidated. The algorithms require a lot of data to work, and data required marketing spend. If he had split his launch budget across two channels, it would have taken much longer for either one to optimise.

Of course he will launch Meta ads eventually as he has big ambitions to scale even further. But he will do it from a position where he has the budget and resource to commit to making it work, because he has already built and scaled the Google Ad machine.

Who's with me?

Apparently I grew my followers on here 25% last year!!

This is wild to me since I have been on this platform for cough almost 20 years 🤓 

But since so many of you are new here, I thought I’d better re-introduce myself with a festive pic for the algo.

I’m Jessie.

Kiwi with a partially British soul (15 years in London will do that).

These days I live by a lake in the mountains of New Zealand with my partner and our boy.

In winter: snowboarding.

In summer: hiking / mountain biking / lake swims.

Work-wise, I help eComm brands grow profitably.

Not “platform ROAS” growth.

Real growth:
- better creative
- better funnels

Deeper customer psychology

More profit margin (contribution margin > vibes)

If you’re building a DTC brand and you feel like you’ve hit a ceiling, that’s basically my Roman Empire.

Ok your turn - who are you, what are you building, and what’s the one thing you’re stuck on right now?

If you are having trouble scaling your Meta Ad Account - check whether you have this (common) problem - which is often the symptom of a lazy agency, but can also be just a lack of understanding of how the algorithm now works. 

The problem is a lack of ad creative diversity or differentiation. Relying on testing very small changes to ads rather than taking 'big swings' at new creative concepts. New creative is now essential to ad account performance. 

The reason it is important is not just because it connects you with new audiences and convince new people to buy - Meta has now told us that ad accounts that have more 'creative diversity' are performing better. 

It is pretty clear that the algorithm now actually understands that an ad iteration is not the same as a net-new concept, and it is prioritising the net-new over the iterations. 

So if your agency or media-buyers are not actively coming up with totally new concepts, angles and ways to communicate your message, you can can get stuck in a cycle of 'iteration' that doesn't allow you to scale. 
 
If you have a Meta rep, ask them to provide you with a 'Creative Differentiation Report' - this report can tell you whether your account is using enough new concepts or whether there is room for improvement. 

Be honest - are you taking enough 'big swings' or are you relying on iteration of tried-and-true?

Here is a nice little tactic for ad copywriting: 
 
✅ Read negative online reviews about your competitors

✅ List common issues and problems

✅ Use the specific keywords and phrases used along with phrases like

""Are you sick of?""
""Don't you hate it when?""
""I thought I was doomed to...""
 
✅ List how your product is different

✅ Add a guarantee

The key to scaling your eCommerce brand? Obsessing over the right numbers.

These metrics tell you everything about the health of your business.

Know them. Track them. Fix them. Live and die by them.

1. Daily Contribution Margin (revenue minus cost of goods minus shipping minus ad costs)
2. Blended Customer Acquistion Cost (Marketing spend divided by new customers) 
3. Blended ROAS 
4. Conversion Rate 
5. Average Order Value 

Which one are you focusing on improving right now?

Growing a business and a family at the same time feels like a massive, insurmountable  feat sometimes. 

Here are some hacks and lessons learned over the years that have really helped me.

1. If it takes less than 5 minutes - do it now. Holding something in my head requires way more brainpower than just ticking it off my to-do list.

2. Out-source personal tasks as well as work ones. You won't see me wandering the isles of a supermarket that often - I get groceries and pre-made food deliveries and have zero guilt about not cooking very often.

3. Spend your time on the things that no-one else in your business can do, and outsource the rest. Sometimes even things you are good at can be done just as well by someone else, leaving you more time for the highest leveraged tasks.

4. Make your commute your exercise - I cycle whenever I need to be somewhere, meaning I clock 30-60 mins of exercise whether it's meeting someone for a coffee or running an errand.

5. Watch courses in the gym - I love online courses, I am actually addicted to them - but I don't get much time to watch them, so now I watch them while I am on the treadmill, killing two birds and combining something I love with something that is a bit of a chore.

6. Say no to meetings without a clear purpose - and beware of people who want to pick your brain for free. I love sharing my knowledge but I only generally only share it with charities or paying students and clients, because my free time is for my family and friends, and its so damn precious.

What hacks or tricks have you developed to be more productive with your time?

If you only create ads for people ready to buy now...

You're not going to be able to scale your ecomm business.

When Facebook reduced attribution to a 7 day window - many advertisers freaked out and pulled back advertising, thinking that if they couldn't see a sale tracked, the ads weren't working.

But this short term thinking is killing brands that could be growing. Why?

How often do you buy something within 7 days of discovering it? Not that often right?

The job of your ads is not just to drive immediate conversions, but to build awareness, and then nurture people through email, social and more ads. You can now create ads for every stage of the funnel and put them all in one Ad Set. Andromeda will sequence them for you. But it can't do that if you only include ads for the bottom of the funnel. 

Because people don't usually stumble across you ready to buy on impulse.

You funnel should be created to nurture them at every step of their journey, regardless of whether you can track every step.

And that is why it is important to look at not just the sales that were tracked directly to your campaigns - but to see whether there is a correlation between the marketing you are doing and your overall revenue.

If you are growing your marketing spend and revenue is growing at the same time, then your marketing is working- even if not every sale is being tracked in that tiny 7-day window that tracking allows us to look at.

Also - check the Meta 30 day attribution from time to time - it will give you more clues!

Spicy debate topic alert!

Is anyone using the traffic objective to drive top of funnel awareness to feed ASC and other conversion campaigns on Meta? 

An account I'm auditing is doing this - with 0 conversions coming from traffic campaigns but very high ROAS in the ASC. 

Some would say turn off the traffic objective, it's driving garbage traffic that is of no value - and that is certainly what I would have said this until very recently. 

But as Meta no longer lets us limit our conversion campaigns to truly cold audiences, I am seeing more people using traffic or other higher funnel objectives to build out a full funnel and have more cold traffic for the ASC and conversion campaigns to convert. 

So you then need define a really tight test to see whether the traffic campaigns are helping your funnel - either using Meta's Conversion Uplift testing tools or manually by keeping all other variables the same, and monitoring for 30-60 days to see if your overall funnel performance declines without the upper funnel spend.

Has anyone done some really solid tests on this recently? Are traffic campaigns now a valuable part of a DTC funnel? If so, how do we track their efficacy?

This post hit hard. I agree with it on so many levels. 
In 2023 I was so over being an agency CEO, I sold my agency. Swore I was done. So why am I building another one in 2026?
Because this time, I know exactly what I’m doing and more importantly, what I’m NOT doing.
So much of what Collin Slattery says is dead on. It's a tough business. It can chew you up if you go in blind.
But here's what changes when you’ve already walked through the fire, like I have:
1. I’m building this agency with a cofounder, not solo. That alone is a multiplier.
2. I’ve learned who to say no to, the red flags, the time-wasters, the "we just need a growth hacker" crowd.
3. I have over a decade of experience in this niche, I am not learning on my clients' dime, I have so much niche expertise I'd be crazy not to use it. 
And maybe most importantly: I see the gap.
 A huge one.
 It’s there because so many agencies are still making the same mistakes I made in my first year. They're overstretching. Overpromising. Hiring reactively. Trying to do everything for everyone, doing nothing well.
And that creates a very real opportunity for those of us who know better.
I didn’t come back to prove something. I came back because I can see a smarter, more focused way to build an agency. 
One that grows without sacrificing my life, my sanity, or the quality of our work.
So yeah, don’t start an agency if you're chasing quick wins.
But if you’ve got experience, a clear lane, and a plan to fix the mess others are creating?
There’s never been a better time.

Founder @ Taikun | Scaling Google & Facebook Ads Before It Was Cool | Turning Ads into $500M+ Revenue for Clients

It's bitter pill time.

My recommendation for someone looking to start or scale an agency in 2026 is: Don't. Running an agency is not for the faint of heart. At scale, the cashflow is great. Getting there is an absolutely miserable slog. 

I started with $300/mo clients, and unless you have a reputation or a couple of plum clients due to your connections, you're going to start at the bottom too. 

You're going to work with clients with bad businesses that don't work. You're going to eat endless amounts of shit. The plum clients, the ones that already have product market fit figured out and great operations? They won't work with you. Not until you prove yourself. 

There's very little loyalty to agencies. It's a what have you done for me lately business. You can crush it for a client for years, but all of a sudden you have a month where things don't go well, you're done. Loyalty exists, but it is the exception and not the rule. 

You scale them up and they bring in a new person to manage you? You're probably getting replaced by that new person's preferred agency even if you're still killing it. 

If performance is bad whether it is your fault or not, you're fired. If performance is great and they're scaling, they start balking at your invoices and want to renegotiate or fire you. 

Everybody is posting on twitter about how great their work is, how much better their clients performance is, and other agencies are always sniffing around your clients saying they can do a better job than you're doing. 

Hiring talent is brutal and costly. The median salary for people who manage accounts on my team is $130,000. 

You're always in danger of losing 20% or more of your revenue in any given month. Doesn't matter how good you are. Doesn't matter if every client is killing it. We were doing our best work ever in Q2 of last year, and we still lost 40% of topline which required me to write a six figure check to keep the business running.

I'm happy that I've made escape velocity with my agency, and I make great money with a great team. We're 18 right now. We'll be 30+ before the end of 2026. But if you told me what it would take to get here 7 years ago, I would have done something else. There are much less stressful paths to making lots of money. 

And I bet there a bunch of people reading this right now who will read all of this and say, "I don't care, I'm going to do it anyway." That's the kind of psychotic confidence and IDGAF attitude that you'll need to make it.

If you are running paid traffic, or any kind of traffic to your online store, but you don't yet have automations set up to turn those customers into loyal, repeat buyers - you are definitely leaving money on the table! 

Here are 4 flows to go and set up right now in Klaviyo 👉 
 
 1. A welcome series flow to introduce subscribers to your brand and convert them into first-time customers. Great examples here.
 
 2. An abandoned cart flow to convert would-be customers that is customisable based on items in someone's cart and whether they're already a customer.
 
 3. A post-purchase flow to show appreciation for customers and let them know about related products they might be interested in. This is your chance to make them part of your tribe.
 
 4. A replenishment flow that hits them at exactly the right moment to repurchase from you - personised based on their purchase history.

Important reminder: NOW is your chance to convert your newly acquired holiday customers into long-term loyal by getting that all-important second purchase.

How?

Create a reason to buy again soon.

That doesnt have to be a sale. The key is they need to unlock something for purchase #2

Limited window (e.g. 14–30 days)
Reward ≠ % off

Examples
- Free upgrade (faster shipping, premium packaging)
- Bonus item added to next order
- Early access to a drop
- Extended warranty / care kit

You don't have to rely on discounts to get them back - but testing some sort of incentive could be the difference between losing  them for good and making them a die-hard fan.

Running Meta ads is just choosing which headache you want today. 💀

Agency owners: Is the agency technical ad audit dead (as a pitching tool)?

Back in 2019, when I launched my first agency, the technical ad account audit was my entire sales pitch.

Show up with a 40-slide deck, highlight the broken pixels, missing events, messy naming conventions and you’d walk out with the client.

It made sense at the time. Most accounts were under-optimized, and technical setup was a real differentiator.

That approach just doesn’t hit the same now.

Because in today’s environment, technical execution is expected.

It’s not a strategy, it’s a hygiene factor.

At my second agency, we’ve left the audit-first approach behind.

We don’t try to win clients with a forensic teardown of their ad account anymore.

Instead, we walk in with a clear, confident, and original plan for how we’ll help them win.

Not just "we’ll fix your events and launch better creatives."

Clients in 2026 will be asking: “Do you understand where we’re going, do you understand our unique problems - and can you build the strategy to get us there?”

The game has shifted from technical critique to strategic vision.

What do you think? Are you approaching pitches differently?

Stop making these common mistakes in your Google Ad Account! 

It's crazy how often our audits throw up these really obvious issues 
 
☑️ No negative keywords set up in your account or poorly organised. 
☑️ Not testing the incrementality of brand campaigns. These can really help your overall performancebut can also waste budget 
☑️ Tracking set up incorrectly with Google Ad tracking tags and GA - this is often double tracking if using GA as well. 
☑️ Campaigns not optimised for CPA or ROAS goals - optimising for clicks instead. 
☑️ Not setting up data-driven attribution in your account
☑️ Too many frequent changes - leave all campaigns for at least 2-3 weeks without changes.
☑️ Product errors in Merchant Centre
 
 What would you add my Google friends?

If you are looking for a part-time marketing VA with agency experience then let me know in the comments. 
My former VA is looking for something part-time while she studies for her Masters. 
She is based in India and £8 per hour. 
She has experience across email marketing, blog, landing pages, sales support and social media management. 
She has a lovely bubbly personality and is looking for something regular and consistent. 
Comment 'VA' and I will shoot you an intro.

Ecomm founders generally struggle with 1 of 4 challenges:
 
- They don't fully understand customer's problems and motivations
- They try to run too many ad channels at once - rather than doing one or two really well
- They don't focus on social proof early enough - meaning their ads and site don't perform as well 
- They don't outsource soon enough and are run ragged trying to do customer service or edit their own ads or website. 
 
 Which one do you need to fix?

Are you starting the year thinking ‘what new marketing channel should I add to grow in 2026’? Think carefully - One of the most common growth myths I 

Open article: A no-BS way to evaluate new marketing channels by Jessie Healy 🎨 • 3 min read

A no-BS way to evaluate new marketing channels

Brand: 'I don't want to annoy people by emailing them' 
Hallow Socks: 'Let's send 22 emails in the first 10 days of someone joining our list.'
No prizes for guessing which brand has achieved massive scale in a crazy short amount of time. 
Which camp are you in?

Running both Google and Meta too early is slowing you down.

Most brands don’t have a traffic problem - they’re just trying to scale too many channels too soon.

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