Matt Elms

London 🇬🇧 Founder @powerleteclo

[Matt Elms @MattElms]

Powerlete girls know what’s up 🔥

[Matt Elms @MattElms]

@RobLipsett Homemade all the way 🫡

[Matt Elms @MattElms]

@mrbrandowner Playbook

[Matt Elms @MattElms]

@ToriiRowe I’ve also seen this before too when we swapped to a new ad account from an evergreen one. Also used same pixel and domain

[Matt Elms @MattElms]

@EcomMame There is a chrome extension that I use to get these. Drop me a dm and I’ll send it over

[Matt Elms @MattElms]

@KodyNordquist Offer

[Matt Elms @MattElms]

@mikefutia Shop

[Matt Elms @MattElms]

@FynCas Ugc

[Michael @ Upstack Data @michael_upstack]

We just shipped the Upstack CLI — and it integrates directly with Claude Code by @AnthropicAI.

Your AI assistant can now query your Shopify store's real attribution, revenue, and ad performance data. In plain English. No dashboards. No exports. No SQL.

Instead of digging through tabs, just ask Claude:

→ "What's my new customer ROAS this week, broken down by Meta vs TikTok vs Google?"
→ "Build me a dashboard with NC ROAS, MER, and Meta CPM"
→ "Run a Q1 cohort analysis with weekly retention and LTV"
→ "Export April revenue by UTM campaign to CSV"

Claude translates your question into structured upstack CLI calls, queries your real first-party data, and returns the answer. No LLM runs server-side. No hallucinated numbers. Just your actual pixel data.

Setup in 3 commands:

1. npm install -g @upstackdata/upstack-cli
2. upstack init
3. claude

That's it. Available now on all Upstack plans — no upgrade required.

If you're a Shopify brand running Meta, TikTok, or Google ads and you're tired of reconciling numbers across tabs, this is the fastest way to get your real performance data into an AI workflow.

Docs: https://t.co/y5F1Ozgf8F

[Matt Elms @MattElms]

@JosephDevoy This looks awesome

[Matt Elms @MattElms]

@conortrains It’s not just me then 😂

[Matt Elms @MattElms]

@lifemaximised Campaign

[Matt Elms @MattElms]

@nicktheriot_ Leads

[Matt Elms @MattElms]

@codyplof Yes please! Looks awesome

[Matt Elms @MattElms]

@benradack For the scaling campaign is that 20-30% below actual CPA or in platform reported CPA?

[Matt Elms @MattElms]

@ToriiRowe Do you know when this is due to release to all accounts?

[Matt Elms @MattElms]

@AlexStiehl @IstvanicMarin Saw this too

[David Herrmann @herrmanndigital]

This week, like many other weeks in 2026 (2025 / 2024 / 2023 / 2022...) Meta ads simply broke. You probably haven't heard a peep from Meta on it, but it's been brutal. We're talking turning ad accounts off brutal. Some of you were probably 100% immune. Others had no idea because your teams suddenly tried shifting their creative / offers. Others work with agencies that probably set it and forgot it. Whatever it may be...

I sound like a broken record here venting. But this just simply is becoming more and more unacceptable at the sheer level of these bugs. There feels like no recourse. No post-mortems. No true apologies. Just simply, break then kill a brand's performance for around a week, get a small refund, then move on to the next time it breaks.

I'm tired guys. I know X is here to post about AI automations and how awesome I am, but the reality is this week (much like many other weeks prior) I find myself being therapist to CMOs and brand teams trying to figure out is this a bug, a creative issue, or the business. More and more it's a bug.

I want Meta to be stable, but every year from Feb - May it's just a mess. Do we simply just pull budget during Meta's annual bug season?

I'm out of answers personally but on behalf of the brands that pay me to manage advertising across every ad platform, I'd like some answers from Meta because it's the only one plagued with these issues at this scale.

[Matt Elms @MattElms]

@ToriiRowe Would love to hear what you’d do for https://t.co/vPL6VqtTvx 🙏

[Kamal Razzak @kamal_razzak]

People keep asking for this and I've been sitting on it for a while.

Here's my 50 founder ad swipe file - you can copy and rinse and repeat.

Lot's of these are running at scale - lot's are just cool concepts and variations to give you ideas to test.

Pulled it all together into one swipe file.

P.S this is a working file so I will keep adding too it! Everytime I see a new banger I will add.

Comment "SWIPE" and I'll send it over.

[Matt Elms @MattElms]

@PhantomStays I’ll be out there next month 👌