Ad Spend Secrets: eCommerce Marketing Strategies
This podcast explores eCommerce advertising, marketing, and lead-gen strategies — so you can leverage the secrets of profitable ads, to grow your eCommerce or Shopify store.
Your host, Luke Smith, has worked with a range of brands — from startups in the 'kids & parenting' e-commerce niche to titans of the industry like Tom Ford, Qantas, McDonald's, and more.
Tune in each week for actionable tips and insights from industry experts to help you get the most from your ad spend — to grow your eCommerce store.
Ad Spend Secrets: eCommerce Marketing Strategies
$50 vs $600 CPA (What We Learned from a Meta Ads Audit)
I discovered a client was hemorrhaging $1,500 of their $3,000 ad budget on a conversion path that was 12x more expensive than their website.
If you're running Meta ads for e-commerce, this Facebook Ads conversion tracking issue could be silently killing your profitability right now.
In this episode, I break down a recent meta ad campaign audit that revealed how Facebook's "website and shop" conversion location was splitting their traffic 50/50, sending half their clicks to an underperforming Facebook shop.
While their website maintained a $50 cost per acquisition, their shop purchases skyrocketed to $600 per conversion.
This simple campaign setting change caused their overall CPA to more than double from $55 to $116.
Beyond identifying this costly mistake, I walk through the exact columns and metrics you need to check in your Meta ads manager to diagnose if this is happening to you.
Tune in to learn how to:
✅Analyze shop clicks vs link clicks
✅Differentiate between Meta purchases and website purchases
✅Understand what "shop-assisted" conversions really mean for your bottom line
This insight is crucial for eCommerce store owners and digital marketers looking to improve Meta Ads ROI and reduce CPA.
Key Points
00:00:00 Hidden conversion leak
00:00:50 Conversion location explained
00:02:00 Facebook shop overview
00:03:20 Campaign audit discovery
00:04:40 Analysing traffic metrics
00:05:50 Budget breakdown revealed
00:07:00 CPA comparison shock
00:07:40 Solution implementation steps
Don't let Facebook's algorithm decide where your customers should buy - take back control of your conversion path and potentially cut your CPA in half.
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