👋 Hey Fastlane Insiders!

Are you feeling the squeeze from rising ad costs and confusing platform changes? You're not alone! This week, I've got some insights to help you navigate the increasingly complex world of DTC marketing.

In today's newsletter, I'm sharing two great conversations that tackle the biggest challenges Shopify merchants are facing right now:

First, I chat with Sam Piliero from The Moonlighters Agency (former marketing leader at VaynerMedia and BarkBox) about whether Facebook and Google ads are still worth it in 2025. With ad costs up nearly 30% since 2020, Sam reveals his proven M3 Method for allocating your budget more effectively and getting control of your campaigns again.

Then, an alternative approach with Michael Cole from Everflow, who shows how partner marketing can deliver reliable ROAS in a world where traditional ad platforms are becoming increasingly expensive and unpredictable.

Plus, this week's knowledge drops on elevating your IRL events beyond simple headcount metrics and how Hyros can solve your iOS tracking headaches.

Let's dive in!

Steve

The Secret to Turning Products Into 7-figure Listings.

Scale your Amazon growth by driving high volume sales and improve your listing’s search positioning. Using Stack Influence’s unique platform, brands like Magic Spoon, Unilever, and Farmacy have increased their monthly revenue as high as 13X in as little as 1 month.

Some of the benefits for sellers are:

• Increase Amazon listing search positioning (drive high volume external traffic sales)

• Pay influencers only in products (stop negotiating fees with every influencer)

• Generate branded image/video UGC with full legal rights (no timeframe or usage restrictions)

• Develop affiliate relationships (easily identify top influencer candidates to work with in the long run)

• Automate influencer collaborations from A-Z (save over 175 management hours per month)

Get 10% OFF Today!

🎧 New Podcast Episodes!

Are Facebook and Google Ads Still Worth It in 2025?

If you've been feeling the pain of skyrocketing ad costs and confusing platform changes, you're definitely not alone. Facebook ad costs have jumped nearly 30% since 2020, far outpacing regular inflation. And many advertisers are reporting their costs have literally tripled with increasingly unpredictable sales patterns.

I recently had the chance to chat with Sam Piliero, founder of The Moonlighters agency, who brings incredible perspective to this challenge. With experience working directly with Gary Vaynerchuk at VaynerMedia and as Director of Marketing at BarkBox (where he helped grow the company from $60 million to over $300 million in just 3 years), Sam has seen it all when it comes to digital advertising.

In this conversation, you'll discover:

• The M3 Method Deconstructed: Sam's powerful 3-step framework to precisely allocate cash where it drives the highest return (M1), build predictable campaign structures that reliably scale (M2), and take back control using cost caps effectively (M3).

• The Overlooked Day-of-Week Advantage: Why simply spending more on certain days drove massive growth at BarkBox (a real-world example) and how you can identify your own peak conversion times.

• Stop Wasting Ad Spend on Testing: How to test creative efficiently, avoid common budget pitfalls, and leverage the algorithm to identify winning ads much faster.

• Cost Cap Secrets for Stability: Learn when (and crucially, when not) to implement cost controls like the biggest brands do to achieve stable, profitable scaling without stunting growth.

• Authentic Creative that Converts: Insights into why genuine UGC and founder-led videos (like the Viori example) often outperform slick, polished ads in today's market.

If you feel like Facebook and Google ads have become a 'black box' draining your budget, this episode provides a clear framework to regain control, minimize waste, and scale your Shopify store profitably.

Listen in HERE →

Escape Rising Ad Costs: Build a Profitable Partner Marketing Engine

Are you feeling the squeeze from skyrocketing ad costs? You're not alone. Meta's advertising costs jumped 14% in Q4 2024 alone, with total expenses projected between $114-119 billion for 2025. With organic reach continuing to decline and competition intensifying, many Shopify merchants are searching for alternatives that deliver reliable ROAS.

I recently spoke with Michael Cole, SVP of Marketing at Everflow, who shared how partner marketing is emerging as a powerful solution to this challenge. Michael brings deep industry expertise, having started his career at a boutique affiliate agency that managed programs for brands like BigCommerce, Shopify, and ZipRecruiter.

In this conversation, you'll discover:

• Beyond Basic Affiliates: How to recruit and manage diverse partners – from publications and micro-influencers to professional media buyers – and why agencies are often the best starting point.

• Smarter Attribution: Why last-click is flawed and how to use first-touch attribution for demand generation partners, plus track crucial post-purchase LTV data.

• Identify High-Value Partners: Using metrics like click-to-conversion time to distinguish valuable affiliates driving real shopping intent from low-value coupon grabbers.

• Optimize Paid Ads Too: How Everflow's deep tracking can pass better conversion data back to Google and Meta, improving their performance by focusing on high-value customers.

• Streamline Operations: Solving the headache of partner payouts and leveraging integrations with tools like Shopify and Klaviyo.

If you're looking for a scalable, cost-effective way to acquire customers that complements (or even outperforms) traditional paid ads, this episode breaks down how to build and optimize a winning partner program.

Listen in HERE →

💡 Knowledge Drops of the Week

Elevate Your Events: Moving Beyond Headcount in 2025

Are you still measuring event success just by how many people show up? It's time for a fresh approach! In today's relationship-driven market, successful events are about so much more than just filling seats.

Why Traditional Event Metrics Fall Short

Let's face it: simply counting heads doesn't tell you if your event actually made an impact. You might have a packed house, but are those attendees engaged? Will they remember your brand next week? Are they more likely to become loyal customers?

My guide reveals:

• The AI Personalization Edge: Learn how AI tools are crafting hyper-customized event experiences—from predictive attendee matching to tailored content—making every individual feel uniquely valued and boosting engagement significantly.

• The Phygital Revolution: Discover how the blend of physical and digital (think AR try-ons at pop-ups or globally streamed hybrid workshops) is shattering location barriers and creating unforgettable, immersive brand moments.

• Beyond Promotion to Connection: See why the strategic focus is shifting from immediate sales pushes to fostering authentic community and demonstrating brand values, turning attendees into long-term advocates.

What I found most valuable was the clear roadmap for moving beyond transactional event goals. It's no longer just about getting people there; it’s about creating meaningful interactions and measuring success through deeper metrics like sentiment analysis and extended ROI (like Customer Lifetime Value growth).

If you're tired of hosting events that feel forgettable or struggle to prove their long-term impact beyond initial sales bumps, this guide provides actionable strategies using AI, immersive experiences, and community-building tactics to ensure your brand thrives in 2025's relationship-driven market.

Read it HERE →

Tired of Wasted Ad Spend After iOS Updates? Hyros Delivers Clarity.

Are you feeling frustrated trying to figure out which of your ads are actually working since Apple's iOS privacy changes? You're definitely not alone. As a Shopify store owner, you've probably noticed how challenging it's become to track your marketing performance accurately.

The Post-iOS 14 Attribution Problem

The truth is, most Shopify merchants are flying blind with their ad spend right now. Apple's privacy updates have seriously disrupted how we track customer journeys, leaving many of us wondering:

• Are my Facebook ads actually driving sales or just burning cash?

• Why do my Facebook and Google dashboards show completely different results?

• How can I confidently scale my winning campaigns when I can't trust the data?

What makes Hyros a potential game-changer:

• Accurate Attribution: Combines multi-touch models, first-party data, and server-side tracking to overcome iOS limitations and show the true impact of each ad touchpoint.

• Cross-Platform Tracking: Integrates seamlessly with platforms like Facebook, Google, TikTok, Shopify, and even CRMs, consolidating all your data into one unified dashboard.

• AI-Driven Performance Insights: Leverages machine learning to identify winning (and losing) campaigns quickly, helping you shift budgets effectively and maximize ROAS.

• Complete Customer Journey Mapping: Tracks complex buyer paths across multiple devices and sessions over days or weeks, revealing what truly drives purchasing decisions.

• Concierge Onboarding: Provides dedicated expert support to ensure correct setup and help you leverage the platform's full potential, even if you're not tech-savvy.

The review notes that Hyros is best suited for businesses spending $15k+/month on ads, where the potential ROI from precision tracking justifies the investment. While pricing is tailored (requiring a call), case studies show significant savings and revenue growth for users who fit the ideal profile.

If you're a scaling Shopify brand tired of attribution guesswork and ready to make data-driven decisions that fuel growth, my analysis suggests Hyros provides the clarity needed to optimize spend and scale confidently.

Read about Hyros HERE →

🔥 Tool of the Week: Turn Browsers into Buyers with Opensend!

Are you tired of seeing potential customers visit your Shopify store, browse your products, and then disappear without buying anything? Opensend helps you recapture those "window shoppers" who are this close to making a purchase.

Here's the deal: Opensend identifies website visitors who don't complete a purchase, capturing emails from anonymous visitors and legally and automatically growing your email list. Opensend uses AI to identify and retrieve customer identity information from site visitors, even if they don't fill out a form. They're all about identifying real human traffic, so you're getting qualified leads.

Here's how Opensend can help you boost sales:

• Reach hidden buyers: Opensend identifies visitors, providing emails from those who don't fill out your forms.

• Seamless Klaviyo integration: Integrates with Klaviyo to share visitor contact info, so your existing email automations kick in.

• Maximize conversions: Retarget those almost-customers with perfectly timed emails.

Perfect For Your Store If:

• You get 15,000+ monthly visitors.

• You're looking to tap into hidden revenue.

• You want to grow your email list with qualified leads.

Ready to see who's been window shopping on your site and turn them into buyers?

Try OpenSend for just $1!

🤘 Let's Keep Learning Together!

The ecommerce landscape continues to evolve rapidly, but as this week's newsletter shows, there are still powerful strategies to navigate rising ad costs and tracking challenges. Whether you're looking to optimize your Facebook and Google campaigns with Sam's M3 Method, build a profitable partner marketing engine, elevate your events beyond basic metrics, or solve attribution problems with Hyros - these approaches can help you adapt and thrive.

I'm curious - which of these strategies resonates most with your current marketing challenges? Are you feeling the pain of rising ad costs or struggling with attribution after iOS updates? Hit reply and let me know what you're working on. I personally read every message and love hearing about your wins and challenges.

If you found value in today's newsletter, please forward it to another Shopify merchant who's looking to navigate these marketing challenges more effectively. Our community gets stronger when we share what works.

Until next week!

Steve Hutt
eCommerceFastlane.com