📦 - Warm Up Your Ice Cold Meta Pixel 🥶

DTC 531 - Meta Pixel, Rare Beauty’s Latest Product Launch, and Google Analytics   Monday, April 8, 2024 Srsly though, please don’t do this. Thanks!! Good morning, Today is the day! 🌘 Fun fact: The total eclipse will last two and a half hours, but the totality will only last around 4 minutes at locations along its path. Some of the hottest spots to view this rare celestial event include Niagara Falls, New York; Cleveland, Ohio; and Radar Base, Texas. The sky will be completely dark briefly before the sun emerges. Just ensure you have a pair of eclipse glasses to avoid frying your eyes. Here’s what you’ll find in today’s DTC: - Ways to warm up your Meta pixel for ad retargeting. - How this viral TikTok makeup hack inspired Rare Beauty’s latest product launch. - And… a reminder about this Google Analytics update. You’re reading this newsletter along with new subscribers from: BEAR Snacks, Rebs Natural Cleaning Co, and Amatus Skin. 👋   DATA 🍪 Goodbye, Cookies? No Problem. Here’s How You Stay Ahead If you haven’t started thinking about how the loss of cookies will impact you, [you need to start](. Marketers are being challenged to find innovative ways to understand and engage their audiences. But, where do you go when you’re not even sure where to start strategizing? Lucky for you, [Wunderkind]( put together the essential guide for the new era of data. [The Identity Playbook](. Want to know the difference between zero-party, first-party, second-party, and third-party data? [Identity Playbook](. Don’t know how to leverage those types of data? [Identity Playbook](. After reading, you’ll come away with: - Strategies for marketing effectiveness in the absence of third-party cookies. - Understanding the role of first-party cookies in maintaining customer connections. - The critical factors you should consider when selecting an identity resolution partner. Cookies are going away. Be prepared for the new era of data. 👇 [Download The Playbook]( *Sponsored   META ADS 🔥 How To Warm Up Your Meta Pixel Meta Ads can feel like trying to solve a Rubix Cube with more than a thousand pieces. At Pilothouse, the media buyer’s job is to find every possible creative and targeting combination to achieve optimal buyer conversion. The pixel’s job is to accelerate the process by taking your inputs and learning what works best. This takes time, especially when your pixel is ice-cold and has never been served to a user. Here’s the thing: Meta is more than just a collection of human data points like age, gender, and location (common factors we think of during ad creation). Instead, Meta’s algorithm sorts across multiple dimensions, finding 3x more users, which is most similar to the small sample of ‘target users’. For DTC ecommerce brands, these 'target users' are past converters you send to Meta via Purchase Events, via Pixel or a CAPI server connection. How to Warm up the Meta Pixel: - Send enough user-matchable parameters to ensure data links back to a Meta user. - Send 50+ conversions per ad set weekly, so Meta has enough data volume to understand its target user learning model. - Use big and broad audiences so Meta has large pools of candidates and more options to choose from. From here, these are the data points Meta will be able to pull from users: - Engagement data from posts users spend the most time on - Social graph data of people who the users follow or who follow the user - Historic interest data points from previous links click - App data from the full scope of Meta apps - Conversion data of all the actions taken on a tracked website To leverage Meta’s robust algorithm, [Pilothouse]( suggests to stop thinking that the algo is a marketer and understand the machine is a system testing every combination to learn and optimize.   CUSTOMER FEEDBACK 💡 How This Viral Hack Informed Rare Beauty’s Product Development This is a story of how [Rare Beauty]( used a popular TikTok hack to inform their product development process. The backstory In 2022, this DIY makeup hack video quickly went viral on social media. 📈 [The Rare Beauty glowy makeup hack went viral two years ago] The user mixed Rare Beauty's popular liquid blush with their highlighter to create an iridescent look, and beauty creators were quick to jump on the trend. ✨ The glowy makeup hack quickly took over #BeautyTok and gave Rare Beauty a big organic boost in social engagement. 💡 But it also gave the brand helpful feedback for product development. If customers liked this glowy blush look so much… Why not create a product that could replicate it? Fast-forward two years, and Rare Beauty recently launched a new product inspired by this DIY trend: [The Soft Pinch Luminous Powder Blush](. The latest product is 'a radiant blush that lights up all skin tones,' and fans quickly noted where the inspiration came from! The product quickly sold out on their ecommerce site, but knowing the demand was there, the brand promptly restocked for customers eager to get their hands on the product. The takeaways? - Social listening is critical: There was proven demand for a highlighter blush hybrid, so coming out with this product was a wise, data-driven decision. 👏 - Customers feel recognized and appreciated: Loyal fans will recognize the inspo behind the product and feel a closer affinity with a brand that listens to feedback and customer needs. 💗 Giving people what they wanted made selling easy.   🌐 IN THE SOCIAL SPHERE If you haven’t migrated yet, this is a reminder that on July 1st, GA4 will fully replace Universal Analytics properties. Can't view the image? [Click here](   📰 NEWS - Google is considering [putting some AI search features behind a paywall to monetize](. - Alphabet is looking to [acquire the CRM platform HubSpot](, valued roughly at $32 billion, causing shares to go up 5% last week. - Luxury fragrance brand Diptyque [partners with Café Verlet for a limited edition food-inspired candle collection.](   SPONSOR DTC 📥 Got a B2B Biz? Join dozens of B2B companies finding demand-gen success through our niche community of 160k brand leaders and founders this year. [Talk to our team to learn more](.   Have you heard our latest podcasts? - 🔍Neil Patel on [AI’s Impact on Marketing and Future Trends]( - 🎵[AKNF 391](: Strategies for Brands and Creators to Maximize TikTok Engagement - 🧔🏻Anthony Mink on [Live Bearded’s EOS and Disrupting Legacy Capitalism]( - 🔑 [AKNF 389:]( Unlocking SEO Success in 2024 - 💰 Rick Cadotte on [Four Sigmatic’s TOFU strategy after Meta challenges]( Don’t forget to [rate the DTC Podcast]( on Apple (⭐️⭐️⭐️⭐️⭐️) DTC Newsletter is written by [Rebecca Knight]( and [Frances Du](. Edited by [Eric Dyck](. Was this email forwarded to you? Sign up [here](. Please note that items in this newsletter marked with * contain sponsored content. [Direct To Consumer]( Pilothouse, 1011 Government St., Victoria, BC V8W 1X6, Canada [Unsubscribe]( [Advertise with DTC]( | [Work With Pilothouse](