Brad Redding’s Post

Get with Paul if you want 1:1 help! Great breakdown here.

Today, I continue to see customers improve Meta Ad Performance by 20% or more when switching to Elevar. You might think this Performance improvement comes from creative optimization, but it actually starts with the data they're sending to Meta. For some, Performance means being able to spend more to make more (i.e., the ability to really scale 📈). For others, Performance means lowering costs without impacting conversions or reach. And then of course there are many brands simply looking for higher, more accurate, in-platform metrics such as ROAS which many still rely on. If you're using the native Meta CAPI integration with Shopify, that's a great start. However, here's the hard truth: not all CAPI integrations are created equal. Anyone can send data to Meta via CAPI, but it could be severely lacking in quality, quantity, or both. Low-quality CAPI integrations could be costing you scale, profitability, or both. Curious to see if we can help? Just let us know - we're always here to help at Elevar.

And you get to learn from some of the best in industry like Vishal!!

A few interesting learnings the past few weeks around Consent + Data Collection and the 🤕 it causes many: The "Consent Conundrum": Since Elevar offers Consent ready solutions for server-side tracking on Shopify we have strong demand from our customers that are required to collect consent in some countries (or states in USA) they do business. Many times brands will come to us with a known "broken" consent + tracking setup and look for us to fix this....and get their tracking consent compliant. Broken is defined as -- their opted out users data is still being tracked and sent to Meta, Google, etc when it shouldn't be. And we've done hundreds, if not thousands of consent setups. We have a team of experts. But what happens when consent is setup properly? Well, that data that was previously being sent to marketing destinations or analytics tools (under the "broken" setup for opted out users), is now being blocked... ..and NOT being sent (or is "cookieless" pings or consent flagged). And the feedback we often get a few days after this -- "WTF is wrong with our tracking! We're now seeing less data after implementing Elevar!" Then brands cancel Elevar because of this. This goes to show how flawed this whole industry is right now. The knowledge gap is real. I'm unaware of a world that exists where a business can be fully consent compliant + tracking 100% of user activity on site and delivering this data to Meta, Google, etc etc. Yes, there are cookieless pings and similar workarounds for some channels, but even this data is lacking the specificity that many still want. The "Popup Pestering" I've personally been in Europe for a few weeks now. So every website I visit has the full consent popup experience in play before I can browse. And without beating around the bush -- what a sh!t show the experience is. I know our team and customers living in EU knows this first hand already -- but to experience myself has been interesting. Every site is different. The button colors, text, popup UX, etc etc, all different. Most of us are in a hurry so my personal experience is clicking whatever button gets me to what I'm trying to look at ASAP. I just don't see how in xx years this opt-in/out doesn't move to every browser (vs individual websites) just like it has with iOS.

If you did not catch this in person I highly recommend watching the replay. The quote was from Ronak Shah himself after listening to Gene outline where we are today in the world of AI. Give it a listen!

Do we, as consumers, really WANT personalization in our lives? Headlines tell us no. But I believe our human actions speak louder than words. At my talk last week during the Vervaunt Pulse conference I shared how many of our favorite solutions we use daily are all built around... ...personalization. Spotify, Amazon, Netflix, TikTok, etc. Remove personalization away from these services? I argue their utility and usage would tank. Even though we get pulled into a binary and politically driven "Share or Don't Share Data" narrative, I believe true personalization is going to continue to rapidly expand in our lives. Because that's what we, as consumers, demand.

Your vote matters.