Ecommerce Playbook: Numbers, Struggles & Growth

• How to Set Meta ROAS Targets Before Black Friday

  How do you set the right ROAS target on Meta heading into Black Friday and Cyber Monday?Most brands either guess… or use last month’s numbers and hope they hold.But BFCM behaves nothing like a normal period and the attribution windows prove it.In this episode, Tony and Steve walk through the real data behind Meta’s 7-day vs. 28-day click attribution, why value shifts dramatically in the weeks leading up to Black Friday, and how that should change your spend strategy right now.You’ll learn:How much value Meta under-reports in the 7-day windowWhy pre-BFCM ad spend has a longer conversion tailHow to push your ROAS target lower without tanking efficiencyHow incrementality testing plays into your spend ceilingWhy daily spending power spikes in early November—and how to use itHow to analyze YOUR 7-day vs 28-day attribution before BFCMShow Notes:This episode is brought to you by Tie: meettie.comExplore the PROPHIT System: prophitsystem.comThe Ecommerce Playbook mailbag is open — email us at [email protected] to ask us any questions you might have

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• 2026 Forecast Planning: Board vs Budget vs Bonus Explained

  Most ecommerce brands build one forecast — and that’s why most forecasts are wrong.In this episode of the Podcast, Richard and Luke break down the 3-forecast model that every high-performing brand should use when planning for 2026: Board. Budget. Bonus.You’ll learn:Why every brand needs three forecasts, not oneHow to balance short-term execution (Black Friday) with long-term planning (2026)How to model different outcomes for your board, your operating budget, and your team goalsHow to use tools like percentage-over-model and event effect modeling to make forecasts actually usefulIf you’re leading growth, finance, or operations at a 7 to 9 figure brand, this episode will help you plan smarter, forecast with confidence, and build a roadmap that aligns your team from boardroom to bonus.Get your 2026 forecast built with CTC’s Prophit System: https://commonthreadco.com/pages/prophit-systemShow Notes:This episode is brought to you by Tie: meettie.comExplore the PROPHIT System: prophitsystem.comThe Ecommerce Playbook mailbag is open — email us at [email protected] to ask us any questions you might have

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• Why Your 2026 Financial Plan Needs 3 Scenarios (Not 1)

  Most brands are building their 2026 plan all wrong.In this episode, Taylor breaks down why you can’t walk into the new year with one financial forecast — and why the smartest brands plan three: Board, Budget, and Bonus.You’ll learn how to:Build scenario plans that align finance and marketingForecast existing and new customer revenue with confidenceConnect your marketing calendar directly to your financial goalsPresent a plan your board, your bank, and your team will actually believe inWhether you’re a CMO, CEO, or founder planning for growth in 2026, this is your playbook for making smarter decisions before the year even starts.Get your 2026 forecast built with CTC’s Prophit System: https://commonthreadco.com/pages/prophit-systemBonus Offer (through Nov 11): Sign up now and get our Black Friday Cyber Monday Hourly Tracking Report — free.Show Notes:This episode is brought to you by Tie: meettie.comExplore the PROPHIT System: prophitsystem.comThe Ecommerce Playbook mailbag is open — email us at [email protected] to ask us any questions you might have

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• How to Optimize Ad Spend in Real Time During Black Friday

  Black Friday isn’t won by guessing, it’s won hour by hour.In this episode of the Podcast, Richard and Luke break down how top DTC brands use real-time ad spend optimization to hit — and even exceed — their Black Friday and Cyber Monday targets.You’ll learn how hourly tracking transforms decision making during the biggest shopping weekend of the year, plus:How to spot pacing issues before it’s too lateWhen to scale ad spend versus pull back in real timeWhat hourly data reveals about buyer behavior on BFCMWhy last year’s patterns are your best forecasting tool for this yearLimited offer: Get a free Black Friday Hourly Tracking Report when you purchase a Prophit System, your full-year spend and forecasting model built by Common Thread Collective.Show Notes:This episode is brought to you by: Finaloop: https://get.finaloop.com/ecommerce-playbook-podcast/Explore the PROPHIT System: prophitsystem.comThe Ecommerce Playbook mailbag is open — email us at [email protected] to ask us any questions you might have

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• Is Ecommerce Finally Rebounding? Here’s What the Data Says.

  After months of mixed signals, new data from the DTC Index shows ecommerce revenue is up 10% year over year — but consumer confidence is heading in the opposite direction.In this episode, host Richard sits down with Steve, CTC’s Chief Data Scientist, to unpack what’s really happening in the numbers. They dig into the latest data from our DTC Index and Consumer Confidence Index, exploring:Why returning customers are driving growth this fallThe strange disconnect between economic sentiment and spending behaviorHow to use consumer confidence data to forecast your spending powerWhat this all means for your Black Friday and 2026 planningIf you’re an ecommerce operator or growth strategist trying to separate signal from noise this holiday season, this one’s for you.Show Notes:This episode is brought to you by: Finaloop: https://get.finaloop.com/ecommerce-playbook-podcast/Explore the PROPHIT System: prophitsystem.comThe Ecommerce Playbook mailbag is open — email us at [email protected] to ask us any questions you might have

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