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Meta changed attribution in March — and suddenly every brand’s ROAS looks worse.
Chris Richards from Pilothouse breaks down what actually happened, why performance appears to have dropped 30–45%, and how brands should respond without damaging long-term growth.
For DTC founders and operators scaling from $5M–$50M who rely on Meta as a core channel.
In this episode:
- What Meta’s attribution change actually did
- Why social proof no longer shows up the same way
- How to interpret rising CPA and falling ROAS
- Why MER is a better north star right now
- The risk of over-retargeting after performance dips
Who this is for:
DTC founders, CMOs, and media buyers trying to make sense of Meta performance
What to steal:
- Shift from ROAS to MER as your primary KPI
- Keep funding top-of-funnel even when numbers look worse
- Use consistent attribution (MTA) to guide spend decisions
Timestamps
00:00 Meta attribution change explained
02:00 Click vs engaged attribution breakdown
04:00 Impact on ROAS and CPA metrics
06:00 Social proof and ad performance insights
08:00 Why engagement optimization can backfire
10:00 Importance of multi-touch attribution tools
12:00 How campaign strategy is shifting
14:00 MER as a new performance north star
16:00 Omnichannel and ecosystem thinking
18:00 Meta automation and future attribution trends
20:00 What brands should do right now
22:00 Strategy mistakes and growth risks
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