Meta is the backbone of DTC ecommerce advertising. But what worked in 2020 doesn't work now. The brands winning in 2025 have adapted their approach.
The 2025 Ecommerce Stack#
- Pixel + CAPI for complete tracking
- Product catalog connected for dynamic ads
- ASC as primary scaling campaign
- Strong creative testing pipeline
Campaign Structure for Ecommerce#
ASC Campaign (60-70%): Broad prospecting, proven creative. Creative Testing (15-20%): New concepts. Retargeting (10-15%): Cart abandoners, product viewers. See our ASC guide.
Key Metrics#
ROAS (aim for 2.5-4x depending on margins), CPA, MER (blended efficiency), New customer rate, Repeat purchase rate.
