Introducing the largest publicly available (fact check?) eCommerce data set.

~230 brands totaling $2.3B+ in annual online revenue and over $250M in spend

Updated weekly at:…

Thread with benchmarks and YoY %-changes 🧵
*Notice before reading the thread*

Data doesn't give you answers it helps you discover the next questions to ask.

Benchmarks are generally useful and specifically useless.

Use this material to provide context to your journey, challenge your perceptions and then keep digging...

eCommerce MER (Jan.–Oct.)

- 2020 YTD: 5.71
- 2021 YTD: 5.02
- Change: -12.09%

iOS 14.5 Effect on MER

- Pre-iOS (Jan.–May): 4.88
- Post-iOS (June–Present): 5.16
- Pre vs Post Change: +5.67% Image

Facebook Reported ROAS (Jan.–Oct.)

- 2020 YTD: 2.01
- 2021 YTD: 1.78
- Change: -10.80%

iOS 14.5 Effect on Facebook ROAS

- Pre-iOS (Jan.–May): 2.13
- Post-iOS (June–Present): 1.46
- Pre vs Post Change: -31.56% Image

Weekly Avg. Facebook Spend per Account (Jan.–Oct.)

- 2020 YTD: $12,131
- 2021 YTD: $15,490
- Change: +28.23% Image

Weekly Facebook CPM (Jan.–Oct.)

- 2020 YTD: $8.31
- 2021 YTD: $12.73
- Change: +53.17% Image

MoM (last-28 days)

- Facebook Spend: -7.39%
- Facebook CPM: +37.91%
- Facebook Rev.: -27.50%
- Facebook CVR: -20.91%
- Facebook ROAS: -22.09%
- MER: Rev ÷ Spend: +0.26%
- Google CPC: +12.84%
- Google ROAS: +1.24%

If you’re a CTC client or ADmission member: We’ve already sent password-protected access to 3x the data sets.

For everybody else, get weekly updates on every metric here 👇…

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More from @TaylorHoliday

28 Oct
What is Facebook's name change really about?

FB recognizes that their largest threat has come from losing the hardware battle (phone) that became the default access point to their business.

Think of it as a critical bridge or port in a physical war...
With control of the bridge (phone) Apple has been able to squeeze FB's revenue under the banner of "privacy restrictions".

Because FB needs apple (and Google) to access its users they are vulnerable to further constraints.

This dependency is a massive risk.
It also highlights why FB was so resistant to mobile applications in the first place.

Remember how hard they tried to make the mobile web a thing?…
Read 6 tweets
13 Jul
1/ The eCommerce Growth Syllabus:

Read and master these 10 pieces of content and you'll be an unstoppable force of PROFITABLE growth

👍🏻Facebook Ads
🛍Google Shopping
📺YouTube Ads
🖼Ad Creative

Lets go...
2/ 👍🏻 Facebook Ads

"How to Scale Facebook Ads Profitably for Your Shopify Ecommerce Store: Cheat Sheet, Structure & 27 Examples"

Brought to you by @adrianne__v, the prodigal child, fresh off her return to CTC!…
3/ 🛍Google Shopping

"Google Shopping Ads Guide: How to Setup, Sell & Scale Your Ecommerce Store’s Full Funnel from Top to Bottom"

The search legend @tonychopp went all the way in on this breakdown of the most powerful Google Ad product.…
Read 12 tweets
14 May
If you have applied for a job with us and received an email from PLEASE DO NOT RESPOND.

Here's a story about a wild Linkedin scam going on...
Last night we received this email from the parent (a lawyer) of a new hire for a job at CTC.

He was wondering why we were requiring that he purchased $2000 worth of computer equipment before starting the job.

We see you "Jacob Hearnsberger" 👀... Image
We had never met this candidate and certainly hadn't sent them a job offer.

So we started to dig in...
Read 7 tweets
6 May
If you are interested in culture-building within a company,

I want to have a conversation...

To start I need you to read this article from @balajis…

Then let's talk about a couple things... 👇🏼
I resonated DEEPLY with this idea of "Read-only Culture"
and producing it is one of my biggest concerns as a leader...

You can dive further into the concept in this thread:

I find that having ideas is probably the easiest part of leading an organization.

Communicating those ideas clearly and consistently enough such that they are understood by everyone is orders of magnitude more difficult.

But even that isn't enough...
Read 9 tweets
22 Apr
A Vision Of eCommerce Post COVID

The next phase of growth for many brands is going to be far more tempest than tidal wave.

Here is what I see on the horizon...

(warning it's darker than I hoped)
One year ago I wrote this piece:…

Begging eCommerce brands to go ALL IN on what was proving to be a TIDAL WAVE of support for online shopping.

What followed was 12 months of hardship and pain for our species, but massive growth for our industry.
Now 1 year later as I survey the landscape I see a much more ominous future.

Here are 5 serious challenges facing us all on the other side of COVID...
Read 12 tweets
7 Apr
Somewhere around $50M many eCommerce brands go through a similar experience.

I call it "The Shrinking Sponge"

Here is how the story plays out time and time again...
Venture Capital group "Power Johnson Ventures" has just invested some fresh capital in DTC darling "Never Towards".

The first meeting with the executive team lays out one simple, obtuse, ambiguous, unclear goal. Growth.
Absent any clear indication of in what time horizon, at what margin, on which product, from which customer this growth is supposed to happen, the CMO excitedly gathers her leaders up...
Read 21 tweets

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