ToriiRowe

Cop Turned Entrepreneur | 8-Figure DTC Founder | CGO @ | The Newsletter →. |

[ToriiRowe @ToriiRowe]

@EricRausch @SteveLeq30 Proud of you.

[ToriiRowe @ToriiRowe]

@KodyNordquist Should be the way every agency owner approaches things. How do we provide more value. That’s always the top question

[ToriiRowe @ToriiRowe]

The biggest internal project at the agency right now:

Doubling creative output per client without touching retainers.

The math is simple. More creative means more tests. More tests means more winners. More winners means more growth.

Creative ops is the lever.
Faster briefs, faster production, tighter feedback loop.

Every internal build we're running points at the same outcome.

More value to the client. Same price.

That's the only direction the agency model should ever move in my opinion.

[ToriiRowe @ToriiRowe]

Mark your calendars.

Amazon Prime Day 2026 runs June 23-26.

If you're DTC, this affects you whether you sell on Amazon or not.

Buying behavior shifts.

We usually see CVR% rise across the portfolio during Prime Day windows.

Some DTC brands run their own sales to ride the wave. Amazon-native brands route Meta traffic straight to their Amazon listings.

Others hold pricing, raise spend, and let intent do the work.

Plan your offer, your spend, and your inventory accordingly.

[ToriiRowe @ToriiRowe]

@mbertulli Yes

[ToriiRowe @ToriiRowe]

@herrmanndigital Happy Birthday my Man!

[ToriiRowe @ToriiRowe]

If you want more detailed breakdowns and how we approach things for some of the biggest DTC clients follow along at https://t.co/d5Kbmcy6Bt

[ToriiRowe @ToriiRowe]

When growth stalls, the instinct is to zoom in.

Don't.

Zoom out first.

The fastest way to find what's actually broken on a stuck account is a top-down audit.

Here's how I'd run it.

[ToriiRowe @ToriiRowe]

One more thing. Sanity check the output.

Reviews surface stuff that's sometimes off-brand or outdated.

Keep what fits, drop what doesn't.

Then build creative against the gap.

That's the reset.

Bookmark for the next time the account feels stuck.

[ToriiRowe @ToriiRowe]

@elevatorgoods @iamshackelford Great interview. Nick’s forever goated.

[ToriiRowe @ToriiRowe]

@phileehoang It is in beta.

[ToriiRowe @ToriiRowe]

New Meta beta just dropped.

Here's what's coming.

Audience labels.

You'll be able to segment your Advantage+ traffic into 4 buckets and bid differently on each:

New audiences - cold traffic, never interacted

Engaged audiences - warm, haven't converted yet

Existing Customers - already bought

Other — any other audience you create

Why it matters:

Right now you're running one bid across all of them or excluding them completely or on a time frame basis.

Meta decides the mix. You just pay.

With audience labels you can bid up on your warmest unconverted prospects, cap spend on existing customers eating your acquisition budget, and finally know exactly what you're paying to reach net new buyers and say how much you are willing to pay for each cohort.

The brands who know their numbers by segment before this rolls out will have a massive head start.

Start building your framework now because without the correct numbers this is worthless.

[ToriiRowe @ToriiRowe]

@FergalFDG I’m saying normally and specifically. Yes what you are saying is the same. Normally nobody would ever do what you’re saying to do any of this

[ToriiRowe @ToriiRowe]

@FergalFDG Because you are not running to them specifically. They are getting hit in your campaign normally and you are telling Meta how much you are willing to pay for each person.

[ToriiRowe @ToriiRowe]

@jaketheadnerd Haha I appreciate it. The MTA will be on it here shortly for like $99 total.

[ToriiRowe @ToriiRowe]

Finishing up QA and dialing in Ai. Should be finished in a week or so. Took longer than expected to make sure all insights were actionable and all data was 100% accurate on audiences and creatives.

[ToriiRowe @ToriiRowe]

@FergalFDG If you really wanted to break out every single one you could technically do this now. I don't know anyone who does that but still it would be one campaign is trying to optimize and not 10.