In this episode, we make the case that when Meta keeps finding you the wrong customers, the platform isn't malfunctioning — it's doing exactly what it was trained to do on an undifferentiated signal that treats your best orders and your worst ones as equally valuable. We walk through how to build a second filtered Conversion API event for measurement, how to use the gap between standard and filtered purchase volume to diagnose cohort quality by campaign, and why the sequence of measuring first and optimizing second is what prevents the account instability that derails most teams who try to fix this.

In this episode, we explain why chronic returners are one of the most expensive and least visible problems in a DTC customer file — and why blanket promo campaigns actively make it worse by treating high-return customers exactly the same as the clean buyers who are funding the business. We walk through how to build a return-behavior segmentation, which groups to suppress from discount activity entirely, and how to add contribution margin to your promo reporting so you can see what\u2019s actually happening underneath the ROAS.

In this episode, we make the case that retention isn't fundamentally an email problem — it's a product strategy problem, and most brands are running lifecycle marketing on top of a catalog structure they've never actually mapped. We walk through a framework for classifying every SKU by its economic and behavioral role, explain why your best-selling product and your best-performing product are often not the same thing, and show how aligning portfolio strategy with behavioral sequencing is what separates brands that compound from those that plateau.