At UKB Marketing, we’ve spent years refining Meta Ads strategies to help DTC brands scale and succeed. In this guide, we break down the five crucial strategies you need to implement in 2024 to stay ahead in the competitive landscape of digital marketing.

First and foremost, it’s essential to know your numbers. Metrics like Average Order Value (AOV) and Lifetime Value (LTV) are the foundation of a profitable ad strategy. By calculating your break-even points and understanding how long it takes for LTV to materialise, you can set realistic and effective goals for your ad campaigns. This allows you to know exactly what you can afford to spend on customer acquisition and still turn a profit.

Next, we focus on tracking - both on Meta’s platform and offline. Accurate tracking is vital for making data-driven decisions, and while on-platform tracking tools like Meta’s Pixel & CAPI are essential, we also emphasise the importance of maintaining offline tracking. This data gives you a more holistic view of your business performance and helps you make better long-term decisions.

A key part of staying competitive is through creative testing. High-quality, engaging creatives are often the differentiator between good and great campaigns. They recommend a structured testing process, where new concepts are continuously developed and tested.

When it comes to targeting, we recommend a broad approach. By focusing on broad targeting based only on location, age, and gender, you allow Meta’s sophisticated algorithms to do what they do best - identify and reach the right customers for your product. This method simplifies your campaigns and helps you achieve better results with less complexity.

Lastly, UKB marketing advise brands to optimise for the right objective. In 2024, the traditional sales funnel approach is outdated. Instead of optimising for different stages of the funnel, DTC brands should focus on the ultimate goal: conversions. By optimising directly for purchases, you’ll get faster results and more effective campaigns.