Adam Lovallo - Thesis

With Platform Attribution On The Decline, It’s Time For Digital Advertisers To Lean Into Blended ROAS

This video + blog post collaboration was created by the AMAZING pair Heather Heddens + Dara Denney whom I am so proud to call members of the Thesis team. Today we’re standing on the precipice of one of the biggest disruptors to digital advertising that

Diagnosing Incrementality Issues on Facebook: Benchmarking View-through Conversions As A % Of Total Conversions

When we audit prospective new client accounts, I always look for tell-tale signs that they might have an incrementality problem. I look for the following characteristics: The ad account's ad sets are using an optimization window that includes 1-day view (most often 7-day click

Comparing Google Analytics Last Click Transaction Reporting vs Facebook Purchase Reporting for a Basket of 8 DTC brands

We work with a number of companies that look at performance in terms of last click Google Analytics attribution. We also have a handful of clients that have "internal" reporting, which usually means they are capturing and storing the Google Analytics UTM parameters' values

What is the Average Facebook Ad Frequency for DTC Brands?

This post was written by Heather Heddens. Heather has been helping advertisers increase their profitability via digital marketing for the past five years and is currently a Growth Manager at Thesis where she helps DTC E-commerce clients scale their growth. Facebook advertising is a

A Quick Look Inside A ~$600k Per Month YouTube DTC Ad Account

I very rarely see D2C brands with meaningful YouTube ad spend being measured on a performance basis. For this post, I'll be breaking down the basics of the setup for

Distribution Of Spend Across Facebook Ad Placements For 15 DTC Brands Using The Automatic Placements Feature

This post was written by Heather Heddens. Heather has been helping advertisers increase their profitability via digital marketing for the past five years and is currently a Growth Manager at Thesis Testing where she helps DTC E-commerce clients scale their growth. For years, Facebook

D2C Facebook/Instagram Prospecting ROAS Benchmarks

At Thesis we perform new ad account audits nearly every day. To aid those conversations, I've maintained my own internal ROAS benchmarks for reference. In this post, I've sanitized that ROAS data so that I can share it for general consumption! What this data

If You Want Successful TikTok Ads You Can’t Treat Them Like Facebook Ads

This post was written by Heather Heddens. Heather has been helping advertisers increase their profitability via digital marketing for the past five years and is currently a Growth Manager at Thesis Testing where she helps DTC E-commerce clients scale their growth. The time old

Distribution of FB Spend for 14 D2C Brands: Image vs Video Creative

These days an overwhelming amount of attention is paid to video creative, and for good reason! There are countless performance creative agencies that focus primarily on video, almost every growth

How 15 Brands Are Being Impacted By Facebook’s New Default Attribution Window

A note from the editor, Adam: This post was ACTUALLY written (despite what the by-line might suggest... we are too cheap to buy extra licenses on Ghost!) by Heather Heddens

How Growth Agencies Structure Facebook Ad Accounts

I've always been somewhat obsessed with mapping the growth marketing ecosystem. For over 10 years, I've maintained my own "database" (to be honest, it's actually a .txt file) where I

YoY Analysis of Facebook Reach Costs+CPCs For A Basket of 10 US Subscription eComm Brands

I've spent a fair amount of time so far this year doing ad hoc analysis of year-over-year January performance for a handful of subscription ecomm brands. To make sure I

How We Audit Paid Search Accounts #1: Search Term Efficiency

Thanks to my work with Thesis, I have the opportunity to regularly audit paid search accounts from various ecommerce/D2C and lead gen brands. Over the years, I've developed a

Privacy’s Impact on Facebook Performance

Privacy regulations are a new challenge marketers need to overcome, as platforms like Facebook are increasingly implementing their own requirements. And the results of non-compliance are dramatically impacting conversions. At Invisit, a software for e-commerce marketers to manage the privacy requirements across all marketing

Traffic Source Distribution Analysis For 30 Brands

Our Methodology:We pulled Google Analytics traffic source/medium data for 30 brands, all of whom are US focused, from Jan 2020 -> June 2020. Much of this data

Why We Test Long-Form Content Landing Pages For D2C

Prior to starting Thesis, I dabbled with content arbitrage/slideshow sites. These sites featured awful content, misleading ad placements, annoying UX and worse. I was buying traffic from native networks (Outbrain, Taboola, RevContent etc.) and Facebook and using a combination of AdSense + header bidding

The Power Of Incrementality Testing

My first experience with conversion lift/incrementality testing came in ~2013 while at LivingSocial. At the time, we were using Criteo for dynamic retargeting of our local deals offers. We ran an incrementality test that showed a ~.5% lift in sales for our test

Introducing Thesis

I'm very pleased to introduce Thesis, a company focused on conversion rate optimization and growth marketing that I started roughly 2 years ago. Today we are a team of 34, and we're proud to work with a number of growth marketing teams & agencies.