Ecommerce Playbook: Numbers, Struggles & Growth

Join Our Growth Mastermind (Here's What's Inside)

Growth Mastermind [https://www.youradmission.co/offers/2M9v2eDk/checkout?coupon_code=NEXTLEVEL50] What if you could get weekly strategy sessions with a senior CTC profit engineer, full Statlas access, and a private cohort of brands at your stage, all for $500/month?That's the Next Level Growth Mastermind.Richard breaks down exactly what's inside, who it's built for, and five real insights that came out of our pilot cohort sessions, including why offer-market fit matters more than CRO, the exact launch sequence for marketing moments, and a Post-It note ad tactic that's outperforming studio creative.What you get with the Growth Mastermind: * Weekly live calls with senior CTC leadership * Small cohorts of 10 brands matched by revenue stage * Full Statlas subscription ($750/mo value included) * All your data ingested for a complete 360 view of your business * Dedicated cohort Slack channel * Full access to CTC's methodology archive (Meta, Google, email, TikTok, AppLovin) * 30-day money-back guarantee Whether you're a 6-figure brand looking for a second opinion, a 7-figure operator who wants to connect with founders in a similar stage, or an 8-figure brand that wants senior strategic guidance on a weekly basis, this is built for you.Show Notes: * Axon is offering $5K ad credit when you spend $5K. Go to https://axon.ai/en/ctc to set up your first campaign. * Explore the Prophit Engine: https://commonthreadco.com/pages/prophit-engine * The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have

We Tested AppLovin Discovery for 4 Months. Here's What Happened.

CTC's AppLovin specialist Connaugh is back four months after our first episode on the platform to break down what's actually working. Discovery campaigns are averaging 284% incrementality, 45-60 second video creative is where the spend goes, and the tactical playbook is starting to take shape. If you're running an 8-figure ecommerce brand and haven't tested AppLovin yet, this episode makes the case for why you should. Topics covered: * AppLovin's new Discovery campaign type and how it differs from Prospecting * Incrementality test results: 284% average on Discovery vs. 141-150% on Prospecting * Why 45-60 second video creative gets 44% of total AppLovin spend * The creative set hack for granular reporting * How to drip new creative without tanking performance * Product catalog segmentation by campaign * CTC's $5K spend match partnership with AppLovin Key stat: Discovery campaigns are driving 85-90% completely new visitor traffic with 190% incrementality (excluding outliers). Show Notes: * Go to http://outersignal.com/thread [http://outersignal.com/thread] to get 50% off your first two months * Explore the Prophit Engine: https://commonthreadco.com/pages/prophit-engine [https://commonthreadco.com/pages/prophit-engine] * The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com [podcast@commonthreadco.com] to ask us any questions you might have

Consumer Confidence vs Rising Oil Prices

In this episode, Steve Rekuc breaks down the latest DTC Index findings showing 14.5% revenue growth year-over-year, even as brands face margin pressure. We dive into Mother's Day performance data and what it signals for Memorial Day and Father's Day spending patterns. Topics Covered: * 14.5% revenue increase with only 2% AMER decline   * Mother's Day performance and Memorial Day predictions   * Why discounting is down year-over-year   * Amazon cannibalization testing methodology   * TikTok Shops incrementality analysis   * Macro trends affecting consumer confidence   * Oil prices and their impact on DTC margins   Key Insight: Brands increased ad spend 18% while maintaining near-flat acquisition efficiency - showing significantly improved spending power in the current market. Show Notes: * Go to http://outersignal.com/thread [http://outersignal.com/thread] to get 50% off your first two months * Explore the Prophit Engine: https://commonthreadco.com/pages/prophit-engine [https://commonthreadco.com/pages/prophit-engine] * The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com [podcast@commonthreadco.com] to ask us any questions you might have

What We Learned at the 2026 Meta Summit

We just got back from the 2026 Meta Performance Marketing Summit, and the biggest takeaway wasn't a single feature or tool. It was the realization that the brands growing the fastest right now are operating in two completely different worlds at the same time. Luke Austin breaks down everything we saw, heard, and learned at this year's summit. From Meta's push to make conversion lift studies the backbone of a broader measurement discipline, to the explosive growth of TikTok shops and the creator-led strategies that are reshaping how brands think about growth entirely. In this episode: * What Meta revealed about their measurement roadmap at the summit * How the best brands are building a layered measurement practice with MMM, geo-holdouts, and always-on conversion lift studies * Why TikTok shops has already leapfrogged Walmart.com as a sales channel * Meta's upcoming Instagram competitor to TikTok shops * The shift from media spend-first to creator investment-first growth * Why the brands crushing it right now are mastering both measurement discipline and creator chaos Show Notes: * Axon is offering $5K ad credit when you spend $5K. Go to https://axon.ai/en/ctc [https://axon.ai/en/ctc] to set up your first campaign. * Explore the Prophit Engine: https://commonthreadco.com/pages/prophit-engine [https://commonthreadco.com/pages/prophit-engine] * The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com [podcast@commonthreadco.com] to ask us any questions you might have

Stop Gambling on Creative - Use This 6-Pillar Assessment Framework

In this episode, Richard sits down with Ian Jordan, VP of Private Equity Partnerships at CTC, to unveil our brand new Creative Assessment Quiz. This 6-pillar framework helps 7-9 figure brands move from placing bets to making strategic investments in creative production. Key Topics Covered: * The 6 pillars of creative production assessment * Why volume and velocity create more shots on goal * How Meta's entity ID system impacts creative diversity * Moving from cost center to supply chain mindset * Production system maturity and feedback loops * Expected value vs production cost calculations Key Insight: Only 3.5% of total ads drive 80% of revenue, but you need volume to find those outliers. Take the Quiz: https://commonthreadco.com/pages/creative-assessment [https://commonthreadco.com/pages/creative-assessment] Show Notes: * Go to http://outersignal.com/thread [http://outersignal.com/thread] to get 50% off your first two months * Explore the Prophit Engine: https://commonthreadco.com/pages/prophit-engine [https://commonthreadco.com/pages/prophit-engine] * The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com [podcast@commonthreadco.com] to ask us any questions you might have