📦 - What’s Your Pixel Accuracy?

Sustainability is the Future, Check Your Meta Pixel Accuracy, Meta Chatbots, and the New X Annual Fee Thursday, October 19, 2023 In this newsletter, you’ll find: - 📦 Eagle-eyed pixel tracking essentials - 📦 Meta is a robot, pass it on - 📦 An annual fee for X is in the works Let’s dive in: 👇 RESOURCES 🌳 Sustainability Is The Future For Brands, This Guide Makes It Easy * Patagonia, Pangaia, Pact…what do these brands all have in common other than the first letter of their names? They’re sustainability-first! 🌲 As Gen Z grows into the largest cohort of shoppers, sustainability will continually grow as a key differentiator between industry leaders and their competitors. [This guide]( shows that Gen Z shoppers most align their purchasing behaviors around: - Reducing their ecological footprint 👣 - Supporting small businesses 🤝 - Encouraging transparency 🔎 With [EcoCart](, you can surface the ecological footprint of your products and educate and engage shoppers with your sustainability initiatives to distinguish yourself from the noise while actively fighting climate change. Check out EcoCarts guide [The Influence Of Gen Z: How Brands Can Adapt To The First Digital Native Generation]( to unlock more insights about this generation of shoppers. Then, chat with EcoCart to see how they can help you capture their attention! [See The Guide]( META 🎯 How to Check Meta Pixel Accuracy When was the last time you checked on your Meta Pixel to see that your conversion reporting is accurate? 👀 First, what is the Meta Pixel? If you’re not familiar, [click here to read up](. Accurately setting up your pixel is key to successfully testing and scaling ads across Meta’s suite of platforms. So making sure your pixel receives accurate data is critical to the success of your campaigns. Luckily, there’s an easy way to confirm it’s working correctly. Here’s how: 1️⃣ Go into events manager and click on the purchase event. 2️⃣ Go to Shopify or your ecommerce platform and open a sales report to view the number of orders. If you’re using additional sales channels on Shopify, make sure to filter to online store. 👉 Important: have the date range set the same in events manager and Shopify 3️⃣ Compare purchase events fired in Meta with orders placed in Shopify. The Pilothouse team recommends doing this for multiple date ranges — The last 7, 14, and 28 days. Here’s an example of the pixel accuracy for one brand the team works with: - Last 7 days: 95.05% - Last 14 days: 95.91% - Last 28 days: 92.75% Ideally, you’re looking for the pixel to be 90%+ accurate, and it’s best to check this fairly regularly to ensure the pixel captures data properly. We used the purchase event for this example, but it’s important to check that all events are firing accurately to maximize success. 🔥 Tracking, testing, and scaling can seem a little daunting sometimes, but it doesn’t have to be. Tap this link to connect with the [Pilothouse Meta team]( and make your data work smarter, not harder. META 🤖 Meta’s Going Robotic (and We’re Not Shocked) If you’re in the world of marketing and social media, you’ve probably seen Meta’s new Characters/Familiar Faces update. Characters allows users to chat with some of their favorite celebrities and influencers through a look alike AI. 🤖 But, the AI advancements are not stopping there — [Chatbots are incoming](. Meta Platforms Inc.'s Chief Product Officer, Chris Cox, highlighted that AI chatbots are not just tools to attract users, but will be pivotal for advertisers, indicating a shift in focus towards business customers. Additionally, he emphasized the enormous demand businesses have for improved tools, with AI aiding businesses in being more effective. Recently, Meta released several free AI chatbots for Instagram and WhatsApp users. Previously, Meta has launched features then monetized it through advertisers — Think short-form videos and Stories on Instagram. Meta’s shift into AI presents a new frontier for advertisers. Just imagine the data, monetization opportunities, and a new medium to meet potential customers where they are. 💭 Would you consider running ads in Meta’s new chatbots if they become available? Respond to this email and let us know! IN THE SOCIAL SPHERE 💰 X’s “Not a Bot” is Just What We Thought X is trying out a $1 yearly fee for new users in New Zealand and the Philippines to tackle bots and spammers. The "Not a Bot" program could make it harder for them to wreak havoc in your replies but at what cost? Paying users will be permitted to engage with the platform as you would expect through likes, replies, and posts. Users who don’t pay will be limited to a view-only experience. Many users have expressed confusion or outright negativity surrounding the proposed changes but the results have yet to be seen. Be sure to stay in the loop for the outcome as a small annual fee for the standard X experience could be coming your way. SPONSOR DTC 📥 Promote your product to 160,000 digital marketing professionals DTC Newsletter + Podcast reaches a highly qualified audience of Shopify merchants, eCommerce founders, and digital marketers. [Talk to our team to learn more](. ⚡ QUICK HITS 🏠 [Build an in-house commission-only influencer marketing program]( to boost your Q4 marketing campaigns. This is exactly what Gymshark and Lululemon do but at a lower cost. SARAL installs [this system]( into your brand, automating your influencer marketing. [Schedule your meeting here <---]( * 🤖 [Amazon’s inventory management system is promising to speed up fulfillment timelines by 25%](. Amazon’s robots are designed to reach inaccessible items or move heavy loads to assist human workers. ☀️ [Walmart released its set of guidelines for responsible AI practices.]( Pillars of the guidelines include transparency, security, privacy, fairness, accountability, and customer-centricity. ♾️ [Meta has updated the Account Center with new and improved tools]( to manage your data across Meta platforms. Off-Meta technologies have also expanded to include Instagram and Facebook. 🎵 [TikTok introduces Out of Phone](, a new way for creators and businesses to use TikTok content on other mediums like billboards and kiosks. 👀 BANTER Those teens sure know their memes 😂 Have you heard our latest podcasts? - 💋 [Form, Function, and Fragrance](: Cosmetic Industry Vet Sherry Jharwar on her Beautiful Journey in DTC - 👀 [AKNF 344](: Is Amazon Anti-Consumer? - 💤 [Pillows, Sleep, and the Journey of a DTC Founder]( - Larissa Hildebrandt and Henrie.com - 🚀 [AKNF Archive](: Rux Rockets to Meta Ads ROAS with the Pilot Test - 🌱 [Moss Amigos & Chia Pet Legacy]( - Jared Olivia on Becoming America's New Favorite Class Pet - 📊 [AKNF 340](: Google Ads Q4 Psyche Up + GA4 Gut Check Don’t forget to [rate the DTC Podcast]( on Apple (⭐️⭐️⭐️⭐️⭐️) Got an awesome DTC brand story to tell? Calling all brand-side founders and team leaders! Fancy joining us on the DTC Podcast as a guest? [Tap the link to toss in your application](. DTC Newsletter is written by [Rebecca Knight]( and [Michael Venditti](. Edited by [Claire Beveridge]( and Eric Dyck. Was this email forwarded to you? Sign up [here](. NEED MORE DTC? 🚀 [Advertise]( in DTC Newsletter. 💰Check out our course on [Facebook and Instagram]( ads! Please note that items in this newsletter marked with * contain sponsored content. [Direct To Consumer]( Pilothouse, 1011 Government St., Victoria, BC V8W 1X6, Canada [Advertise with DTC]( | [Work With Pilothouse]( [Preferences]( | [Unsubscribe](