👻 Does your ad performance keep you up at night?

Here's the red flags we find in (almost) every account audit and how to avoid them.

Hey everyone,

It’s spooky season, but you know what brand leaders tell me keeps them up at night? 

The thought that they might be making critical mistakes with their ad accounts without even realizing it. 

Sure, things in the world of online ads are always in flux, and what was the gold standard even just last year may have changed, but even more than that, I'm constantly amazed that in 2024, we're still seeing the same issues crop up time and time again. 

Trust me, if you think you're immune, you might want to think again. It’s like being stuck in a nightmare you can’t escape.

But there is hope for accounts that go bump in the night.

Let me share some red flags that we keep spotting in our audits - and believe me, these are things you can't afford to ignore.

🚩 First up, and this might surprise you: ownership. 

You'd be amazed how many brands don't actually own their ad accounts. Instead, their agency does.

This is a massive red flag. 

It means all that valuable data - the lifeblood of your marketing efforts - isn't yours. If you decide to switch agencies, you're starting from scratch.

It's like digital entrapment. 

The 1st golden rule: Always, always make sure you own your accounts and assets.

🚩 Next, let's talk about the "source of truth" problem. 

We often see brands relying on metrics that favour a particular platform. Google-focused agencies might lean heavily on Google Analytics, which doesn't account for view-through conversions. Meta agencies rely on Meta reports for conversions, ignoring other stats.

Others might use platform-specific metrics that paint a rosy picture but don't reflect real business outcomes.

The key is to have a single, unbiased source of truth that ties back to your actual business results. Using third party analytics can be key to seeing through the fog and exposing the real truth of your results. Which leads us to….

 🚩 Third on the list: inadequate tracking setups.

In 2024, relying solely on pixel data just doesn't cut it anymore.

We're seeing a lot of accounts that aren't using server-side integrations or third-party tools to validate conversions.

This impacts your ability to optimize effectively. From Meta’s cAPI to partners like Popsixle , It's all about getting the best signal strength - the better your data, the smarter your campaigns can be.

If your account isn’t using server side connections, pixels and third party solutions to give your full strength signals, it’s like leaving free candy behind on Halloween.

🚩 Here's another big one: the bottom-funnel obsession. 

So many brands are pouring all their budget into conversion campaigns, trying to squeeze every last drop of intent out of their audience.

But here's the thing - if you're not generating demand at the top of the funnel, you're going to hit a wall.

Fast.

Brand building isn't just a nice-to-have; it's essential for sustainable growth. If your account is only targeting conversions, you’re doomed to fail.

🚩 Lastly, and this is a subtle but crucial point: audience definition. 

Both Google and Meta have made big strides in using first-party data to define audiences, but we're seeing a lot of accounts where this isn't being leveraged properly. 

The result?

Platforms think they're acquiring loads of new customers when they're actually just re-acquiring existing ones at a premium.

It's a costly mistake, and the solution requires a systematic approach:

First, you need to properly identify and sync your customer lists to both platforms. This isn't a one-time task - it needs to be updated regularly to remain effective.

Second, you need to set up proper audience segmentation. This means differentiating between new customers, recent customers, lapsed customers, and your high-value repeat purchasers. These segments are unique, and should be seeing unique ads!

Third, you need to adjust your bidding and targeting strategies accordingly. The platforms can optimize for different goals with different audiences only when they understand who's who. If your ads are set to “one size fits all”, you’re going to be missing countless opportunities.

The digital marketing landscape is complex and ever-changing. It's not enough to just set up some campaigns and let them run.

You need to be proactive, strategic, and always questioning your approach. 

• Are you the true owner of your data? 
• Do you have a reliable, unbiased source of truth?
•  Is your tracking setup robust enough for 2024? Are you balancing short-term conversions with long-term brand building? 
• And are you leveraging your first-party data effectively?

These are the questions every DTC brand should be asking. 

Because in the end, it's not just about running ads and hoping for some black magic - it's about sleeping soundly knowing that you’re building a sustainable business that’s nightmare-free for the future.

Until next time,

Uzair Co-Founder Acceler8 Labs.

Are you losing sleep over missing revenue? Worried your creative isn’t connecting? Schedule your free account audit today and discover if your own account has red flags and how to solve them.