Meta just dropped a game changing attribution feature, and it could completely upend how you measure ad performance.
In this episode of the Podcast, CTC’s VP of Paid Media Tony Chopp and Paid Social Manager McCay Rasmussen join Richard to break down Meta’s new incremental attribution setting—a behind-the-scenes update that uses continuous holdout testing to determine true incremental conversions in real time.
We cover:
What incremental attribution actually is
How it compares to 1-day click, 7-day click, and 7+1 attribution
Early test results from real ad accounts
How this changes your media buying strategy going forward
Whether this could finally bring an end to attribution guesswork
If you're a performance marketer, media buyer, or brand owner, this is a must-watch.
Show Notes:
Explore the PROPHIT System: prophitsystem.com
Common Thread listeners get $250 by depositing $5,000 or spending $5,000 using the Mercury IO credit card within your first 90 days (or do both for $500) at mercury.com/ctc.!
The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm
Mercury is a financial technology company, not an FDIC-insured bank. Banking services provided by Choice Financial Group, Column, N.A., and Evolve Bank & Trust, Members FDIC.
The IO Card is issued by Patriot Bank, Member FDIC, pursuant to a license from Mastercard. Learn more about cashback.
Working capital loans provided by Mercury Lending, LLC NMLS ID: 2606284.
In this solo episode of the Podcast, Taylor shares a powerful lesson from Cozy Earth’s CMO, who broke free from the measurement rabbit hole to create a viral TikTok challenge that earned 10M+ impressions over Memorial Day weekend.
If you’re a CMO, marketing leader, or operator stuck in the endless loop of attribution models and incrementality debates, this episode is your permission slip to zoom out. Taylor introduces the concept of “Best Available Truth”—a mindset shift that allows you to act with confidence even in the face of imperfect data.
Learn how Cozy Earth leveraged their team, their product, and a simple idea to generate massive reach, build community, and create a moment that cut through the noise—without obsessing over the perfect CAC.
What you’ll learn:
Why chasing attribution perfection is a trap
How to build a system that enables bold marketing ideas
The behind-the-scenes of a 10M-view viral campaign
What great CMOs do that no one else in the org can
Ready to stop measuring and start creating? Hit play and get inspired.
Show Notes:
Join the Growth Strategy Deep Dive: https://webinar.commonthreadco.com/strategic-growth-grade
Common Thread listeners get $250 by depositing $5,000 or spending $5,000 using the Mercury IO credit card within your first 90 days (or do both for $500) at mercury.com/ctc.!
The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm
Mercury is a financial technology company, not an FDIC-insured bank. Banking services provided by Choice Financial Group, Column, N.A., and Evolve Bank & Trust, Members FDIC.
The IO Card is issued by Patriot Bank, Member FDIC, pursuant to a license from Mastercard. Learn more about cashback.
Working capital loans provided by Mercury Lending, LLC NMLS ID: 2606284.
Is your brand truly set up for growth? Or just treading water?
In this episode of the Podcast, Taylor and Richard introduce CTC’s brand new Strategic Growth Scorecard—a 7-metric framework designed to help you quickly assess the strength of your growth engine.
You’ll learn:
Why we replaced ROAS with IMR (Incremental Marginal Return)
The key metrics behind sustainable, efficient growth
How to identify red flags in your customer acquisition strategy
What separates brands that scale from those that stall
If you’re an 8-figure brand trying to grow in today’s volatile market, this tool is built for you. Get instant clarity on your brand’s biggest growth opportunities—and where you’re most at risk.
Show Notes:
Download the scorecard: https://commonthreadco.com/blogs/coachs-corner/strategic-growth-grade-scorecard
Common Thread listeners get $250 by depositing $5,000 or spending $5,000 using the Mercury IO credit card within your first 90 days (or do both for $500) at mercury.com/ctc.!
Sign up for a 30 day trial and TaxCloud will give you free migration onboarding services when you decide to make the switch. Check it out at taxcloud.com/thread
Explore the PROPHIT System: prophitsystem.com
The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm
Mercury is a financial technology company, not an FDIC-insured bank. Banking services provided by Choice Financial Group, Column, N.A., and Evolve Bank & Trust, Members FDIC.
95% of ecommerce brands are worth ZERO. Why? In this episode, we unpack the harsh reality behind most DTC businesses, why logical decisions don’t drive entrepreneurship—and what actually does.
Taylor and Richard dive deep into:
The real odds of building a valuable brand
Why success in ecommerce is often delusional by design
How to align your business model with your personal financial goals
The traits that separate the 5% from everyone else
If you’ve ever wondered whether your business is on the right path or what it takes to build one that truly matters this episode is for you.
Show Notes:
Common Thread listeners get $250 by depositing $5,000 or spending $5,000 using the Mercury IO credit card within your first 90 days (or do both for $500) at mercury.com/ctc.!
Explore the PROPHIT System: prophitsystem.com
The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm
Mercury is a financial technology company, not an FDIC-insured bank. Banking services provided by Choice Financial Group, Column, N.A., and Evolve Bank & Trust, Members FDIC.
The IO Card is issued by Patriot Bank, Member FDIC, pursuant to a license from Mastercard. Learn more about cashback.
Working capital loans provided by Mercury Lending, LLC NMLS ID: 2606284.
Are you obsessively tweaking your ad campaigns only to see flat results?
In this episode of the Podcast, Richard sits down with Luke Austin, to expose why daily bid and budget changes are wasting your time and money. They dive into the root issue behind inconsistent performance: a lack of belief in the data.
Luke shares the system CTC uses to align teams, set targets with confidence, and stop the reactive cycle. You’ll learn why geo holdout testing is the most trustworthy signal in media buying, and how shifting focus to creative output rather than micromanaging ad accounts is the real unlock for growth.
If your team is stuck in the weeds, this conversation will show you how to rise above and operate with clarity.
Stop second-guessing. Start scaling with confidence.
Show Notes:
Go to alialearn.com and mention our podcast on the demo, to get 30 days free and 20% off!
Sign up for a 30 day trial and TaxCloud will give you free migration onboarding services when you decide to make the switch. Check it out at taxcloud.com/thread
Explore the PROPHIT System: prophitsystem.com
Ever wonder how $10M+ ecommerce brands make their next move?
In this episode of the Podcast, Taylor and Richard walk through a real world growth scenario pulled directly from CTC’s work with a 9-figure brand. Using live data from our proprietary platform, Statlas, we break down exactly how our team evaluates performance, spots hidden opportunities, and decides what to do next.
What You’ll Learn:
What to do when you’re overperforming
Why beating your forecast might signal a problem
How a growth strategist holds the tension between short-term efficiency and long-term scale
The metrics and hierarchy we use to power every decision
If you’re serious about scaling your brand with clarity, precision, and profit in mind this is the inside look you need.
Show Notes:
Go to https://your.omnisend.com/CTC to get 20% off your first 3 months with code CTC20.
See Taylor’s Tweet: https://x.com/TaylorHoliday/status/1920552618914373992
Explore the PROPHIT System: prophitsystem.com
The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm
We just did something radical: we killed the Growth Map—CTC’s signature media buying tool used for years across hundreds of ecommerce brands.
Why?
Because AI changed the game.
In this episode of the Podcast, we break down why our old system no longer works, how AI is reshaping the future of media buying, and what we’re building to replace human limitations with 24/7 omnipresence.
Learn about:
Why the Growth Map is dead
What “circadian media buying” is (and why it’s obsolete)
How AI forecasts spend, ROAS, and campaign performance better than any human
The launch of Compass + Scout—CTC’s next-gen media ops platform
What role humans still play in an AI-dominated future
This isn’t just a tech update. It’s a shift in how performance marketing will be done from now on.
Show Notes:
Common Thread listeners get $250 by depositing $5,000 or spending $5,000 using the Mercury IO credit card within your first 90 days (or do both for $500) at mercury.com/ctc.!
Sign up for a 30 day trial and TaxCloud will give you free migration onboarding services when you decide to make the switch. Check it out at taxcloud.com/thread
Explore the PROPHIT System: prophitsystem.com
The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm
Mercury is a financial technology company, not an FDIC-insured bank. Banking services provided by Choice Financial Group, Column, N.A., and Evolve Bank & Trust, Members FDIC.
Most brands think they have a growth problem—but what they really have is a DOING problem. In this episode, we break down why volume of action is the single greatest predictor of business growth—and how to build a system that trains this muscle every day.
From 400+ ads to 52 product launches a year, we’ll show you what it takes to build momentum, create consistently, and generate real results.
You’ll learn:
Why most brands dramatically underestimate the effort required
The 3-stage framework: Quantity → Diversity → Quality
How consistent action builds compound returns
The system we use at CTC to drive mid-8-figure growth
If you’re tired of waiting and ready to start creating, this is your blueprint..
Show Notes:
What happens when you collaborate with a competitor instead of competing with them?
In this episode of the Podcast, we sit down with Skullcandy CEO Brian Garofalow to unpack the bold business strategy behind their surprising partnership with Bose. From leveraging “product as marketing” to rebranding perception, launching at $99, and turning retail into a megaphone, this episode is a masterclass in how to create buzz, distribution, and long-term brand equity.
You’ll learn:
Why Skullcandy teamed up with Bose (and how it worked)
The hidden math behind smart brand partnerships
How to make your product the marketing
Lessons DTC brands can apply at any scale.
Show Notes:
After years of relying on expensive, limited solutions, we decided to build our own. In this episode of the Podcast, CTC’s VP of Ecommerce Strategy Luke Austin is joined by VP of Technology Kwa and Director of Data Steve Rekuc to unveil our brand new incrementality testing platform — now available to all CTC partners.
We’ll break down:
Why incrementality testing is the gold standard of marketing measurement
How our tool makes geo holdout testing more affordable and accessible
Real world results from brands already using it
How this changes the way we plan, forecast, and allocate ad budgets
If you’re tired of guessing what your ads are really doing, this one’s for you..
Show Notes:
How did our clients actually perform in March 2025?
On this episode of the podcast, Taylor and Richard break down the latest performance scorecard across our client portfolio—revealing exactly how we stacked up against forecasted revenue, spend, and contribution margin goals.
Spoiler: We beat margin expectations by +11.68%, but that’s just the beginning.
Here’s what you’ll learn:
The exact numbers behind our March forecast (and how close we came)
Why most agency case studies are misleading
How to evaluate an agency with real data, not anecdotes
How CTC forecasts client growth using a self-scrutinizing model
Why contribution margin is our north star metric—and what that means for your brand
If you’ve ever wondered how to hold an agency accountable (including your own), this is the episode for you.
Show Notes:
Common Thread listeners get $250 by depositing $5,000 or spending $5,000 using the Mercury IO credit card within your first 90 days (or do both for $500) at mercury.com/ctc.!
What Drove March?: https://commonthreadco.com/blogs/coachs-corner/march-lessons-from-ecommerce-growth-strategy
Explore the PROPHIT System: prophitsystem.com
The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm
Mercury is a financial technology company, not an FDIC-insured bank. Banking services provided by Choice Financial Group, Column, N.A., and Evolve Bank & Trust, Members FDIC.
Meta’s ad platform has changed—again. In this episode, we break down the exact strategies we’re using at Common Thread Collective to drive profitable growth for ecommerce brands in 2025.
You’ll learn:
Why cost caps alone won’t cut it anymore
How we’re adapting bidding strategies to Meta’s new algorithm
The role of creative diversification in targeting & scale
How to use attribution windows (like 1-day view) without losing your shirt
The importance of incrementality and media measurement
What we’re doing right now to unlock growth in high AOV accounts
Whether you’re running Meta ads for a $500K brand or a $50M powerhouse, this is your tactical blueprint for media buying that actually works in 2025.
Show Notes:
What if you could get full funnel growth support, media buying, strategy, forecasting, creative direction, for just $5K/month on a month-to-month agreement?
In this episode of the Podcast, Richard and Taylor break down the $5K Global Accelerator Program that’s helped over 50 seven-figure brands grow through one of the most volatile economic environments in recent memory.
You’ll learn:
Why this program was built specifically for $1M–$10M brands
The systems and structure behind its outsized results
How CTC leverages global talent, proven frameworks, and technology to deliver enterprise-grade strategy
Why brands are staying longer, scaling faster, and spending smarter
We’re opening up 12 new spots this month—this is your chance to join the movement.
Show Notes:
Tariffs are here—and they’re not hitting every brand the same. In this solo episode, Taylor walks through a critical 4 part framework designed to help ecommerce founders and operators craft the right response based on their unique balance sheet realities.
Whether you’re cash rich with deep inventory or strapped for both, this episode will help you determine your strategic posture: go on offense, get lean, or something in between.
What’s covered:
The 4 key variables shaping your response (cash, inventory, debt, velocity)
How to know which type of brand you are
What to adjust in your CAC targets and growth strategy
Real examples from CTC’s private client webinar
This isn’t one-size-fits-all advice—it's an actionable strategy based on your business’s real financial position..
Show Notes:
If you’re waiting for things to “go back to normal” in ecommerce… stop.
In this episode, Taylor and Richard break down why chaos is no longer the exception “it’s the rule” and what that means for how you run your brand. From unpredictable macro shifts to supply chain disruptions, stability is out. Adaptability is everything.
We dive into the 7 core traits of anti-fragile brands, why your inventory strategy might be your biggest risk, and how to make smart decisions in a volatile market.
Whether you’re trying to maximize EBITDA or just stay alive in the current landscape, this conversation will help you plan, act, and build with uncertainty in mind.
Show Notes:
In this episode of the Podcast, Richard is joined by Steve Rekuc, our Director of Data, for a deep dive into what Q1 taught us — and what’s coming next.
We’re breaking down the latest from our Direct to Consumer Confidence Index (DTCCI) and revealing what macroeconomic signals, consumer sentiment, and real brand performance tell us about the road ahead.
Spoiler: It’s not just vibes anymore — the data shows real shifts in behavior that you need to understand.
What You’ll Learn in This Episode:
Why Q1 consumer sentiment hit record lows
How shoppers are thinking (and acting) in the face of economic uncertainty
What our data reveals about new customer acquisition struggles
The impact of tariffs, stock market drops, and shifting confidence on Q2 forecasts
How Facebook’s Andromeda update is influencing ad performance (hint: high CTR, low CVR)
Why future and present purchase sentiment matters more than ever
What our MER based DTCCI forecast predicts for April and beyond
Whether you’re a DTC founder, performance marketer, or ecommerce operator, this conversation is packed with insights to help you navigate a turbulent Q2.
Show Notes:
Emergency Update for Ecommerce Brands: Tariffs have arrived and they’re already impacting your bottom line. Costs are rising, margins shrinking, and uncertainty is high. But you’re not alone.
In this special episode, Taylor Holiday (CEO, Common Thread Collective) breaks down the immediate impact of these tariffs and announces the CTC Tariff Relief Program—an emergency initiative designed specifically to protect your profitability, reduce your costs, and offer vital cash-flow relief.
What You’ll Learn:
Immediate steps to reduce your operating expenses by at least 20%
Strategies for managing cash flow in uncertain times
How to maintain growth despite sudden cost increases
Details on the CTC Tariff Relief Program (including a special $500 guarantee)
Get our Tariff Relief Plan: https://commonthreadco.com/pages/tariff-relief
Are you overlooking YouTube ads in your marketing strategy? On today’s podcast, we’re breaking down why most brands are significantly underestimating YouTube and how it’s quietly becoming the hidden gem driving real, profitable growth for smart advertisers.
Joined by Rachel Kwon (Head of Paid Search) and Tony Chopp (VP of Paid Media) from Common Thread Collective, we dive into:
Why YouTube ads are misunderstood and undervalued by most brands
Key insights from recent incrementality studies that reveal YouTube’s true potential
Practical strategies for integrating YouTube ads effectively into your current marketing mix
A step-by-step approach for testing and scaling your YouTube investment
If you’re serious about unlocking your next level of profitable growth, you can’t afford to ignore YouTube any longer.
Show Notes:
The future of ad creative just changed forever. In this episode of the Podcast, we break down the latest ChatGPT model update that literally broke the internet — and why it’s the biggest shift in AI-generated creative since GPT-3.5.
Jacob Posel joins to explain how this update unlocked a wave of AI ads so good… you can’t deny it anymore. From viral Twitter threads to wild reactions from the creative world, this is the moment where AI became a real force in advertising.
What You’ll Learn:
Why the new GPT update is a game-changer for ad creative
The exact moment Jacob realized AI had “solved” ads
What happens when media buying meets infinite creative
Why most brands still don’t believe this is real — and what that means
How you can prepare for the future of AI-generated video, creative, and strategy
For marketers, creators, and founders: This is your wakeup call. The game just changed. Get obsessed or get left behind.
Show Notes:
Are you stuck at six figures, unsure how to scale without burning your budget on expensive agencies or freelancers? You’re not alone. Most growing ecommerce brands face the same struggles—limited resources, information overload, and the stress of choosing the right growth strategies.
In this episode of the podcast, Richard and Grant Zanini, VP of Education at CTC (and founder of our ADmission program), break down how to break through from six to seven figures—without hiring an expensive marketing agency.
You’ll discover:
Why hiring agencies often fail at this growth stage—and what you should do instead.
How to find the RIGHT advice in a world full of “gurus” and misinformation.
Practical ways to get direct, actionable support for your brand at a fraction of agency prices.
Common pitfalls most entrepreneurs face at this critical stage and how to avoid them.
Ready to level up your ecommerce brand? Let’s dive in.
Show Notes:
