ABOUT THE AUTHOR:
Ash Melwani is the co-founder and CMO of Obvi, a $30M DTC health and wellness brand. Prior to co-founding and scaling Obvi, Ash co-founded Ghost Media, a growth marketing agency that managed over $15,000,000 in ad spend/year.
If you’re advertising on Facebook, then you already know how inaccurate Facebook reporting has become post iOS-14 – it’s practically useless now. At Obvi, it’s been so bad that if we didn’t have another way to understand attribution and performance data, we wouldn’t have much confidence in spending our precious marketing dollars on Facebook.
Luckily, right when iOS-14 rocked DTC, Triple Whale launched. Triple Whale is the new central truth for eCommerce stores and connects your business’ most important data all into one centralized spot. At Obvi, I’ve been using Triple Whale for 2+ years and we’ve been able to confidently scale our ad spend, revenue and profitability because of it.
My main use cases for Triple Whale at Obvi:
- Understanding our attribution & customer journeys
- Creative analysis in the Creative Cockpit
- Easily viewing my daily profitability & business performance
Let’s break these down..
First: Attribution & Customer Journeys
I was buying blind. iOS-14 rocked our accounts and had it not been for the Triple Pixel, our Facebook Ads would be turned off right now. iOS-14 made our Facebook performance impossible to understand and have any sort of confidence in – the actual performance was still there, we just couldn’t see it.
Pre-iOS updates, we were getting around $30 NCAC at ~$600,000/month in ad spend. Life was good and we were scaling hard each month. Post-iOS updates, our CAC shot up to $93 in-platform and we had to scale down to $300,000/month to cover the inefficiencies.
Once I plugged into the Triple Pixel, though, I was able to finally understand our Facebook performance and find my confidence as a media buyer again. We were able to decrease our CAC all the back down to $45 all thanks to the Triple Pixel – and now we are back to spending over $600,000/month. Needless to say – Triple Whale is one of the main reasons why Obvi is still able to profitably scale month over month.
Triple Whale also enables us to analyze entire customer journeys. We’re able to analyze our customer journeys all the way down to which ads were clicked on, which Klaviyo emails were opened and which interaction actually caused a conversion. Being able to see our customer journeys end-to-end with every possible interaction is a major business visibility unlock.
Creative Analysis via Triple Whale’s Creative Cockpit
Facebook’s in-platform reporting for creative analysis is really tough to use. The data is not even trustworthy to begin with, it’s not all that intuitive to use and the visualization tools aren’t great and require a bunch of manual work. Before getting into Triple Whale’s Creative Cockpit, I’d typically export all of my Facebook data into an Excel spreadsheet and manually manipulate it myself.
At Obvi, we’re testing well over 30+ unique pieces of creative per week, so visibility into creative data and performance is crucial. Being able to spot winning combinations of creative in an extremely efficient capacity is even more important and that’s exactly what the Creative Cockpit lets me do.
The main thing I use the Creative Cockpit for is spotting trends in my CTR, CPAs, ROAS and AOVs (good or bad) and making my data visually easy to consume.
Being able to efficiently view my data in charts like above has been a game changer for Obvi’s creative testing velocity and our marketing decision making. Across all of our paid social efforts, it’s definitely one of the most important tools we use to continue finding scalable and profitable assets.
In summary, The Creative Cockpit has:
- Saved me multiple hours each week
- Helped us better understand creative performance & data
- Made it really easy for us to spot winning creative to scale
- Tailor a high-conviction content & creative roadmap
Clean, Easy-To-Act-Against Reporting Dashboards
The views and dashboards you get access to with Triple Whale are out of this world. They’re so intuitive and like mentioned above, make understanding your metrics almost too easy.
Shopify and my Facebook Ad Account used to be my main “operating systems” for Obvi, but now honestly, it’s just Triple Whale. It has become the main place I go each day to view and analyze our DTC performance. I legit login to Triple Whale 20+ times/day, even on my phone.
I use Triple Whale’s beautiful dashboards for everything – tracking our daily profitability, spotting any trends across our business (CAC, revenue, spend, etc), make LTV predictions and even make projections for future paid social performance.
Another key feature that Triple Whale offers is that you can have customized reports sent to you whenever you want. Business overviews, paid social overviews, creative insights – you can set up a custom report to be sent to you or anyone else in your company at the cadence of your choosing. This is a huge time save for our team at Obvi and allows us to avoid frantically logging into Facebook Ads Manager each morning to manually check in on performance.
Overall, Your DTC Brand Needs Triple Whale ASAP
I’d highly recommend checking out Triple Whale today and signing your DTC brand up. It’s been a total game changer for Obvi – our ability to understand attribution, customer journeys, creative testing and business performance is EASILY back to what it used to be pre-iOS14… and better now.
Check out Triple Whale here and tell them Ash sent you!
Nice – great stuff Ash.