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Ep 535: Ashvin Melwani On How Obvi Fixed Meta Pixel Poisoning and Recovered Ad Performance

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Content provided by DTC Newsletter and Podcast and DTC Newsletter. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by DTC Newsletter and Podcast and DTC Newsletter or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://podcastplayer.com/legal.

Subscribe to DTC Newsletter - https://dtcnews.link/signup

In this episode of the DTC Podcast, we sit down with Ash Melwani, co-founder and CMO of Obvi, to unpack how the brand rebuilt its Meta ad infrastructure after being flagged under Meta’s health and wellness restrictions—crippling performance overnight.

Ash shares how Obvi reversed the damage, restored performance using server-side tracking, and evolved their media buying playbook to align with Meta’s new Andromeda AI update.

Whether you’re running ads in the health space—or just looking to future-proof your Meta setup—this episode breaks down the tactics and tools you need to know.

Key Insights:

  • Meta Pixel Poisoning & Health Flagging
  • Why Obvi’s ad performance collapsed on New Year’s Day, despite clean creative and strong landing pages.
  • Outbound Click to LP View Ratio Decline
  • A key diagnostic metric: How a drop from 85% to 50% signaled serious algorithmic deprioritization.
  • Fixing the Pixel: Server-Side Tracking with Upstack
  • Why basic Shopify–Meta integrations aren’t enough anymore—and how Upstack helped restore ad performance within 7 days.
  • Creative Testing in the Age of Andromeda
  • Why fewer exclusions, broader creative variation, and campaign consolidation outperform previous testing methods.
  • CAC Management via AOV Uplift
  • How bundling top products into a kit helped boost AOV from $65 to $100—improving spend efficiency under higher CAC conditions.
  • TikTok Shop GTM Strategy
  • Why Obvi launched Discord-based creator communities, performance-based incentives (yes, even Teslas), and GMV-max ad programs.
  • Retail Expansion Mindset
  • With Obvi in 20K+ doors including Walmart and Dollar General, Ash shares why 2025 is the time to shift from DTC-first to mass awareness and in-store velocity.

Timestamps:

00:00 – Meta account flagged and overnight performance drop

02:00 – Pixel health and the dangers of poor data tracking

04:00 – Creative strategy shift post-Andromeda update

06:00 – Why brands must show up on TikTok to stay relevant

08:00 – Meta deprioritization signals and pixel troubleshooting

10:00 – Ad testing framework for 2025 and campaign structure

14:00 – How to improve landing pages and lift performance

18:00 – Proxima, lookalikes, and AI-built audience targeting

22:00 – TikTok Shop strategy with creator incentives and Discord

28:00 – Retail expansion strategy and shift toward brand marketing

34:00 – Building omnipresence in retail and mass marketing

Hashtags:

#DTCMarketing #MetaAds #TikTokShop #PerformanceMarketing #CreativeStrategy #RetailMarketing #EcommerceGrowth #MediaBuying #PixelHealth #CollagenBrand

Subscribe to DTC Newsletter - https://dtcnews.link/signup

Advertise on DTC - https://dtcnews.link/advertise

Work with Pilothouse - https://dtcnews.link/pilothouse

Follow us on Instagram & Twitter - @dtcnewsletter

Watch this interview on YouTube - https://dtcnews.link/video

  continue reading

642 episodes

Artwork
iconShare
 
Manage episode 500978267 series 2899866
Content provided by DTC Newsletter and Podcast and DTC Newsletter. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by DTC Newsletter and Podcast and DTC Newsletter or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://podcastplayer.com/legal.

Subscribe to DTC Newsletter - https://dtcnews.link/signup

In this episode of the DTC Podcast, we sit down with Ash Melwani, co-founder and CMO of Obvi, to unpack how the brand rebuilt its Meta ad infrastructure after being flagged under Meta’s health and wellness restrictions—crippling performance overnight.

Ash shares how Obvi reversed the damage, restored performance using server-side tracking, and evolved their media buying playbook to align with Meta’s new Andromeda AI update.

Whether you’re running ads in the health space—or just looking to future-proof your Meta setup—this episode breaks down the tactics and tools you need to know.

Key Insights:

  • Meta Pixel Poisoning & Health Flagging
  • Why Obvi’s ad performance collapsed on New Year’s Day, despite clean creative and strong landing pages.
  • Outbound Click to LP View Ratio Decline
  • A key diagnostic metric: How a drop from 85% to 50% signaled serious algorithmic deprioritization.
  • Fixing the Pixel: Server-Side Tracking with Upstack
  • Why basic Shopify–Meta integrations aren’t enough anymore—and how Upstack helped restore ad performance within 7 days.
  • Creative Testing in the Age of Andromeda
  • Why fewer exclusions, broader creative variation, and campaign consolidation outperform previous testing methods.
  • CAC Management via AOV Uplift
  • How bundling top products into a kit helped boost AOV from $65 to $100—improving spend efficiency under higher CAC conditions.
  • TikTok Shop GTM Strategy
  • Why Obvi launched Discord-based creator communities, performance-based incentives (yes, even Teslas), and GMV-max ad programs.
  • Retail Expansion Mindset
  • With Obvi in 20K+ doors including Walmart and Dollar General, Ash shares why 2025 is the time to shift from DTC-first to mass awareness and in-store velocity.

Timestamps:

00:00 – Meta account flagged and overnight performance drop

02:00 – Pixel health and the dangers of poor data tracking

04:00 – Creative strategy shift post-Andromeda update

06:00 – Why brands must show up on TikTok to stay relevant

08:00 – Meta deprioritization signals and pixel troubleshooting

10:00 – Ad testing framework for 2025 and campaign structure

14:00 – How to improve landing pages and lift performance

18:00 – Proxima, lookalikes, and AI-built audience targeting

22:00 – TikTok Shop strategy with creator incentives and Discord

28:00 – Retail expansion strategy and shift toward brand marketing

34:00 – Building omnipresence in retail and mass marketing

Hashtags:

#DTCMarketing #MetaAds #TikTokShop #PerformanceMarketing #CreativeStrategy #RetailMarketing #EcommerceGrowth #MediaBuying #PixelHealth #CollagenBrand

Subscribe to DTC Newsletter - https://dtcnews.link/signup

Advertise on DTC - https://dtcnews.link/advertise

Work with Pilothouse - https://dtcnews.link/pilothouse

Follow us on Instagram & Twitter - @dtcnewsletter

Watch this interview on YouTube - https://dtcnews.link/video

  continue reading

642 episodes

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