Michael @ UpStackified
@michael_upstack
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CEO @UpStackified | Helping @Shopify & @ShopifyPlus DTC brands trust their tracking data again.
Miami, FL
Joined September 2023
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I'm more optimistic than I have been in a long time for our great experiment.
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Another migrated Elevar customer results are in this week.
Event Match Quality scores increased from 6.2-6.4 to 7.8-8.0 in 14 days. (results will vary across brands).
Elevar was only sending email / firstname / lastname 6% of the time on lower funnel events.
With Upstack
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I've been getting some questions regarding tracking nCPA (New Customer CPA) and nROAS in Meta.
I will explain below in depth my thinking, on what, why, and how to use Meta nCPA and how it compares to true nCPA, and which to use when. Thread below.
A large DTC brand asked me
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I've audited a dozen Klaviyo accounts in the last week running Retention.
Retention was stealing from other flows and over attributing in...
Every. Single. One.
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Big changes coming to the Shopify DTC landscape in 2024.
60% of all cookies now expire within 7 days.
This has a huge impact on Shopify Brand's [re]marketing channels.
Fixing this is one of the easiest ways to increase revenue. And it can be done in 15 minutes..
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Finally approved as an official Tech. Provider with Meta.
Onwards!
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What if it turned out that the DTC brand owners who were very publicly shilling software via podcasts and X, were completely fabricating their experiences?
Cc:
@veryfailed
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Anyone here familiar with running ads on twitter? I started an ad campaign but they keep saying "halted" with no explanation. Pretty basic ad + image. Can't seem to get support to indicate what I'm doing wrong...
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disclosure: UpStackified is a competitor to Elevar / Blotout.
Across the brands using our identity resolution, we see 7.8-9.0 as all being within range for purchase events.
I'll share several of our learnings on event match quality.
In order to get into 8.8 territory, you have
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Constantly amazed by the speed to followup by
@Sendlane
team. Literally posted 25m ago and got a follow up in our partner slack and a response on Twitter from the CEO in under 30m.
How is that kind of support even possible?!! Well played
@yojimmykim
When is sendlane adding multi-account access support? Seems like this is a basic use case that is unsupported and I have found quite a few other very basic functionalities not supported. Sick of using a different email for each account I request access to?
Perhaps there is a
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We've seen explosive growth over the past 4 months. Today, I wanted to thank all our partners, agencies, friends, customers and especially our team.
Keep on keepin' on
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We are onboarding our first customer using
@Sendlane
on Monday. Just putting together our partner integration documentation. Many more to come.
Thanks to
@Tech_Teddy1
and
@OGAmirTorabi
for their help getting us the answers we needed. Crazy responsive team.
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Big things in the works.
@johnhickey1970
is the man
In an effort to make DTCMKG more valuable I have asked for help from several leaders of their disciplines. They will advise on matters they are experts on.
I’m gonna ask them to come to this post and introduce themselves.
it’s exciting, but there will also be some work. if we
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Shopify app installs are 30% on trial plan, 60% dropshipping stores with names like a06642-1.myshopify and the other 10% are real brands.
Not sure if that is normal or what, but I guess it follows closely to the actual distribution of Shopify usage...
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Our Klaviyo integration generates 21% more revenue from your flows and increases abandonment segments by 44%.
Big win.
What's the next platform we should look at? Attentive, Sendlane, something else?
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My goal as a founder is to help one person a day. Other than that, I just keep building, and the rest will continue to fall into place.
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Okay, we are confident now our offering is significantly better than our competitors.
We've migrated several brands from B*t and E*r and seen fantastic results. We are looking for a few brands that are using a competitor and struggling, who are willing to run a case study.
In
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@Garrath_R
This is the way. If you want to level it up or try something new, go watch Good Eats Alton Brown reverse sear video
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Any CRO experts out there want to give me a once over on a wireframed up landing page for
@upstackified
?
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Saw a well-known competitor claim recently that 70% of events are being missed due to cookies, etc. And they have the magic sauce to fix it.
100% false.
These kind of claims are purely marketing spun fear-porn fantasy which they use to drive their bottom line.
Don't see how
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Twitter is not good for long form content.
I am better at dissertation than social media.
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We've been pretty quiet the last few weeks while we work on building the next big evolution of UpStackified.
Still much work to do.
I can't wait to announce what we're cooking.
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Big big milestone today. Our team is absolutely on fire. New product launch is progressing nicely.
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Today is a great day for a great day. Let's get after it.
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Bids caps are a great way to kill your business
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Are there any American made DTC flag manufacturers? Looking to purchase an American Flag and a Swedish flag for outside my house.
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I'm pretty sure at least 40% of doctor visits could be avoided if we stopped gatekeeping common medications like they were heroin.
Can literally walk in a dispensary and buy weed, but you have to see a dr and get bloodwork for skin cream.
Make it make sense.
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GraphQL is insufferable and the Shopify GraphQL API library for Node is an abomination.
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Stressful rollercoaster.
A late night walk and catching up on some sleep can make a lot of problems, perceived as large, seem small.
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I see marketers consistently downplaying a pixel as "just a tracking cookie." The reality is if you are sending partial and incomplete data to Meta, your campaigns are going to perform a lot worse than they should.
Ditching the Meta & Instagram Sales channel pixel integration
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We work with a lot of brands and the
#1
question after we resolve their issues is:
Can you recommend my an agency for (creatives, Meta, email). UpStackified partner program is still fairly limited and I ALWAYS refer them to
@johnhickey1970
DTC resource. Have sent several
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60% of all cookies now expire within 7 days.
This has a huge impact on [re]marketing channels.
- klaviyo and other ESP cant identify returning customers 60% of the time
- doesn't trigger abandonment flows
Fixing this is one of the easiest ways to increase revenue. And it can
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Tomorrow, we go back to building. Very excited for our Q1 roadmap.
- strengthen identity resolution for identifying returning customers for 1yr+
- klaviyo integration w/ 1P audience boost means more of your customers back into your flows
- turn anonymous visitors into emails
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We now have many brands using
@attentiveHQ
. What is the consensus on Attentive vs
@klaviyo
? Is Attentive worth the sauce?
We've been waiting 4+ weeks to hear back from attentive just to integrate our platform to support our customers.
Klaviyo we had done in 10 days.
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Looking for Agency partners across multiple disciplines to refer our DTC / Shopify Brands we work with as the need arises. CRO / Digital Marketing / Email / etc -
please drop me a DM so I can learn more about your offering
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Ran some quick numbers on brands using UpStackified.
We currently track 8 figures in sales per day across stores.
Yesterday's (Sunday) Net Sales for Labor Day weekend were 3.2x the average.
Not too shabby.
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Always be testing. We're constantly experimenting on our core product, which is performing very well. Because it is performing so well, we are now looking for the next 5% or 10% incremental improvements.
The way we address this reality is to expand our offerings, to areas of
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DTC Brands on Shopify are going to experience a ton more volatility in Meta ads this year, I suspect.
Shopify is in the process of moving all "pixels" into a special iframe environment. This move by Shopify is going to have negative consequences as it relates to data and
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Upstackified does not have
- non-engineer founders
- outside funding
- accelerator accredation
- contacts at Meta
- friends to shill from DTC high places
- issues with Meta volatility
We do have
- best technology
- engineer founder
- obsessive customer advocates
- proof in
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Some of my top picks
@codyplof
@johnhickey1970
@SeanEcom
@C_Shelefontiuk
@9operators
@obviceo
@ashvinmelwani
But so many more. Many not on Twitter
We are currently testing an e-commerce product for a potential new company.
It appears to be working well.
This is the first e-commerce business with a physical product that we will launch.
Who are the most experienced people here that I should talk with to learn from?
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People who schedule meetings and no-show are the worst form of human.
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Love to see it -- we entered the market as the low cost alternative provider, but our technology is proving superior to our competitors across a number of dimensions. Solving the harder tech problems is a lot more valuable that just firing pixels
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A decade ago, I had a boss who would call me when he sent an email.
I quit that boss.
Can we agree on a few work norms
- If you requested the meeting, you offer to go to their preferred location
- Text is not a good medium to send people to-dos that can't be dropped
- If you send someone an email, you don’t need to slack or text them that you sent them an email
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Praying for our country right now.
I feel like the entire country dodged a bullet this weekend.
God bless America.
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@kirplatonov
Frankly, the pace of breaking changes that Shopify is pushing that have impact to the app community is not sustainable.
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Understanding what drives NC is instrumental to healthy financials.
In Q3, UpStackified is releasing expanded ability to inform decision-making for marketers and brands.
and here's what happened:
6/11-6/16 ad spend $19,950 ncRev: $12,724
6/25-7/1 ad spend $0 ncREV: $10,416
Upstackified said that Meta was not driving new customers, and it was right.
For a brands like us Meta advertises to our existing customers and counts that as a conversion.
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Today is a great day for a great day. Let's get after it
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New integrations are live this week on
@upstackified
. Soon to be the number one 1st-party data solution in ecom
Now supporting
@amped_io
@Sendlane
@aftersell
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Heading to the Keys for the week for some R&R and offshore. Will have limited availability but will still make time for demos and onboardings. Thank you for your patience, if I am slower to respond than normal.
Iykyk
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This brand is generating an additional $2,400 on their abandonment flows every 7 days using only 1st Party data activation.
Again notice the 3rd Party data is *more* expensive and produces *less* results. Unless you count the increase spam and unsubscribe rates of course.
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So much this. So many folks are adjusting based on daily results [one bad day and making adjustments.
Dont
Do
it
I measure success in KPI on Facebook ads over months.
Spoken to many buyers/brand owners that adjust campaigns mid week if they are off the rails recently
I never do that in less than 2 weeks, optimally I set a budget I can hold for a minimum of 45 days.
Don’t touch it.
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It isn't easy, but it also isn't hard. Just wake up, put one foot in front of the other, learn as much as possible every day, and most importantly, don't quit.
Anyone who tells you that’s running a business (agency, brand, SAAS anything) is easy.
Is lying to you.
This shit isn’t easy for anyone.
Most of us are figuring this all out as we go and working through things.
It’s important to remember that ultimately we’re all people and
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Six months ago we were struggling to find traction among Shopify Plus brands, with a product in a crowded space with established incumbents.
Today our growth path is solid and we've been doubling in size every 60 days with close to zero attrition.
The biggest question I get
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430am this morning. On the water by 530am. Early bird gets the worm.
Back at the doc by 10am.
King mackerel on the smoker and a fresh tuna on ice, waiting to make some ceviche.
Catch and release on a nice sailfish and got bit off on 2 more that we didn't get in the boat.
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When is sendlane adding multi-account access support? Seems like this is a basic use case that is unsupported and I have found quite a few other very basic functionalities not supported. Sick of using a different email for each account I request access to?
Perhaps there is a
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Pretty quiet heads down week. The team is working on aggressively cutting our costs.
We 2x our usage and our AWS bill ballooned 2x due to inefficient use cases. This is not the kind of cost efficiency you want to see as infra scales. We aggressively redesigned several of the
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I am thinking of creating a product for saas owners to leave verified brand reviews. 🤔 am I irrational?
@JeremiahPrummer
@_phoenixha
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We've helped so many brands in the last 60 days, it is hard to fathom that we could even compete with the incumbents when we started.
This week has been great, and we're having trouble keeping up with all the new brands onboarding.
We will be revamping our docs and onboarding
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Kicking off two big new development efforts this week. Feels good to be back building new stuff.
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@friedberg
It's funny because I posted this same graphic about 6 months ago, and you can basically draw a solid line at zero percent.
Everything above is government subsidized, and everything below is not.
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We are putting together a Retentiin vs UpStackified case study. Already have 2 brands (+$20m rev) completed. Results have proven unequivocally we are adding 5-10x revenue on top on Retention.
Looking for 3 more brands to participate who are currently use Retention.
If you
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Today has been a great day for a great day.
Love seeing these kind of results from our brands.
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Sick new retro hat from
@DabblingDuckCo
, but no hand-written note. I'll let it slide this time!
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Wrapping up a great week in Marathon Key, celebrating with friends and family.
I have a massive list of support and onboarding tasks waiting for me. I'm extremely excited about the next leg of growth for UpStackified!
Onward to $1mm ARR
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We must all walk our own path, though our destination is the same.
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Congrats to Matt and the whole amped team
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Pretty fun catch yesterday in what amounted to a great day on the water.
Very fishy day, everything was catch and release. Shark, sailfish, bonito, barracuda. Nothing remotely edible.
Switching off is crucial.
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Huge behind the scenes release to UpStack data quality over the weekend.
Seeing big lifts already across most accounts.
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Mantle has to be one of the best products we have in our arsenal.
*Not paid endorsement or affikiated
Join Mantle &
@gadget_dev
for Pre/ditions: An event by the ecosystem, for the ecosystem with panels, networking, & afterparties.
Double the content, double the impact, it's like an Editions expansion pack for
@Shopify
partners.
Register for the presale
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Fixing "signal loss" won't make up for weak creative or product.
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Still raining.
The update you've all been waiting for.
You're welcome.
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@johnhickey1970
I've started sending referrals to the list folks as well. Will be sure to pass around the love.
Seems like being on the list is very valuable
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@johnhickey1970
@SchmelebeckPPC
@C_Shelefontiuk
@Recartapp
@AaronOrendorff
@conorgallagh
@conortrains
Happy to play our small part! Big things ahead for you I think
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Not the best pic, but sashimi and ceviche for lunch is goated
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What we really need in the DTC space is another attribution reporting Saas product
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The tide has obviously turned. Semblance of critical thinking restored. Another W for the history books today.
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New strategy for keeping my "For You" content on topic is aggressively liking said content. Seems to be working to keep the signal to noise ratio high
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God Bless the USA. To another year of freedoms.
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@Jbehr919
@yojimmykim
@ecomchasedimond
@iamshackelford
If i had to guess....
This is standard operating procedure for enterprise Saas. Klaviyo is now a public company and will look to expand the product line to be competitive with other enterprise offerings.
Part of that is having a services division for large customers.
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@johnhickey1970
I'm advising on all things software and Saas. Principal software architect and data wrangler.
Super excited to dig in and get my hands dirty with other entrepreneurs and marketers.
Formerly Salesforce Marketing Cloud, GiddyUp, Intuit, Bank of America and many more.
Currently
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Predicting a lot of Saas products will be raising prices over the next 12-mo. There will be a lot of opportunity for bootstrapped Saas to remain nimble and out-compete market incumbents
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Three point plan.
1. Family
2. God
3. Friends
Hate it all you want
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Why Meta (new customer) nCPA and nROAS are important and how to use them
Original response, which I find easier to understand as a decision tree with indentiation.
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Long weekend, very refreshed. Back in the saddle and ready to crush the week.
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nCPA and aMER are probably two of the best tools for decision making around what is working and what is not.
For many brands, FB is going to be responsible for upwards of 90% of the marketing dollars.
Having these metrics directly in Ads Manager at the ad campaign level can
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@veryfailed
@andrewjfaris
@TaylorHoliday
Skill is the ability to find wins under difficult and varying circumstances.
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Crushing goals this year. We're starting to see traction in brand sizes that we haven't seen, at scale, previously, and that is incredibly rewarding. Remain laser focused on providing best in class data. Very confident that the product our team has built. Results speak for
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