Arthur

DTC.

[Arthur @CArthurKPI]

Day 24 building our e-commerce brand to $100k/day.

Today:

→ $258 revenue
→ $199 spend
→ 1.30 ROAS
→ 3 sales
→ 4% CVR

Profitable, but barely.

At this point, the next moves are pretty clear:
→ Increase budgets
→ Cut creatives that spend without converting
→ Launch subscription
→ Track churn at 30 / 60 days
→ Keep improving ads

No secret here.

If the ads were much better, the ROAS would be much better too.

This isn’t an “easy” product where you can just copy a simple ad and print money.

So we need to get better.
Today we’re also testing a listicle page.

And preparing 2 new product tests with the strongest market signals.

Next:
→ New ads
→ More iterations from current winners
→ Subscription setup
→ Launch the 2 new products
→ Build 5 new concepts around the winning VSL + copy

Still moving forward.

[Arthur @CArthurKPI]

Day 23 building our e-commerce brand to $100k/day.

Yesterday:

�� $147 revenue
→ $169 Meta spend
→ 0.87 ROAS

Not terrible.
Not good enough.

Our main winning creative started dropping after we added new ads into the campaign.

So today:

→ Add 4 fresh creatives
→ Keep preparing product #2 while we wait for the supplier
→ Start testing other countries
→ Test a funnel-first approach instead of relying only on Shopify

Really curious about the international KPIs.

And especially the funnel test.
Our competitor isn’t just selling through a basic PDP.
So maybe we shouldn’t either.
Same product. Different acquisition system.

Let’s see what the data says.

[Arthur @CArthurKPI]

Day 22 building our e-commerce brand to $100k/day.

Bad day yesterday.

→ $79 revenue
→ $200 spend
→ 0.40 ROAS
→ 1 sale

So the answer is simple:

We need better ads.

Today we received new creatives.

More are coming tomorrow.

We’ll wait until we have around 56 fresh creatives before relaunching the new campaign.

We also paused our second validated product.

Not because the product is bad.

Our suppliers are on holiday for 5 days.

We want the packaging + fulfillment system to be clean before pushing volume.

That gives us time to improve the ads too.

We also have a third TikTok product with very strong early metrics that we still need to test.

Plan:

→ Build the creative arsenal
→ Wait for suppliers
→ Relaunch in ~4 days
→ Test the third product
→ Push harder once ops are ready

Today was bad.

But nothing changed fundamentally.

The bottleneck is still creative.

[Arthur @CArthurKPI]

Day 21 building our e-commerce brand to $100k/day.

We launched the 4 new products.

And one of them clearly stood out.

→ 16% conversion rate
→ Strong product signal
→ But CPMs are insane: $280+

Most likely because the creatives were too close to TikTok videos we reused.

So the product looks good.

The creative execution doesn’t.

Next move:

→ Rebuild the videos
→ Keep the same product
→ Push fresh creatives
→ Scale the winner carefully

Meanwhile, our main product is still profitable.

We also launched a new creative testing campaign for it today.

So we killed the other 3 product tests.

For now, we only want to focus on 2 products:

1. Scale the main winner
2. Rebuild creatives for the new high-CVR product

Less noise.

More focus.

[Arthur @CArthurKPI]

Day 19 building our e-commerce brand to $100k/day.

Today:

→ $293 revenue
→ $100 spend
→ 2.93 ROAS
→ 10% CVR

And once again...
One single video is doing all the work.
Full budget goes to it.

Hook. Framework. Angle. Execution.

Everything is working.

Meanwhile, we’re finishing the PDPs for our 4 new products.

For each test:

→ 4–10 videos
→ 15–20 statics
→ Competitor-inspired creatives
→ Proven offers + PDP structures

We also finished spying on every competitor funnel.

We now know exactly what happens after the purchase:

Upsells. Bumps. Recurring. CheckoutChamp. Everything.
The goal now is simple:
Make these 4 tests as clean as possible.
And today...

We launch.

[Arthur @CArthurKPI]

Day 18 building our e-commerce brand to $100k/day.

Today:

→ $176 revenue
→ $96 spend
→ 1.83 ROAS

Still the exact same creative generating almost every sale.
Everything else = nothing.

So for future tests:

1 ad set = 1 creative.

Simple ABO setup. Clean data.

Meanwhile, we finally received our competitor spy + funnel hacks.

And something clicked.

Our main competitor is paying around $116 per purchase despite a ~$60 front-end AOV.

Why?

They’re not making their money on the first purchase.

They have 4 post-purchase upsell pages + recurring revenue.

That changes how we look at their economics completely.

We also mapped the funnels of the competitors behind our 4 new products.

Almost all of them use upsells.

Now the priority is getting those tests live ASAP.

Per product:

→ ~8 video ads
→ ~15 statics
→ Heavy emotional angles
→ Proven PDP + offer structure

Front-end ROAS is only one part of the game.

[Arthur @CArthurKPI]

Day 17 building our e-commerce brand to $100k/day.

Another profitable day at low spend.

→ $88 revenue
→ $74 spend
→ 1.19 ROAS
→ 2.38% CVR

Meanwhile, we’re building 4 new product tests.
All targeting the same audience as our current product.
Good for the pixel. Good for the ecosystem.

For each test:

→ Proven competitor ads rebuilt for our product
→ Proven PDP structure
→ Proven offer
→ Minimal guessing

And we’ll start with dropshipping.

Why?

We want to validate fast before 500 SKU.
Test first. Inventory second.
Speed is the priority now.

[Arthur @CArthurKPI]

Day 16 building our e-commerce brand to $100k/day.

Today:

→ $215 revenue
→ $160 spend
→ 1.34 ROAS

Small numbers.
But profitable.

We reduced the campaign to $100/day because we still haven’t cracked the account at higher spend.

And surprisingly, performance improved.

One thing is now very clear:

The exact same creative keeps converting.

Today, it was profitable again.

So while we prepare the next product tests, we’ll keep this campaign alive at low spend.

The real focus now:

Test new products faster and smarter.

They should go live Monday or Tuesday.

Next phase starts now.

[Arthur @CArthurKPI]

Day 15 building our e-commerce brand to $100k/day.

Today:

→ $137 revenue
→ $300 spend
→ 0.46 ROAS
Bad day.
But one thing became very clear:

Our best ad is the one we almost fully rebuilt from a competitor.

So the problem was obvious:

Our ads simply weren’t good enough.

We also made a bigger decision today.

Our current product is probably too specific.

Very few competitors are still actively pushing it on Meta.

Not a great sign.

So next week we’re changing the game:

→ Test 4 more mainstream products
→ 5 video ads per product
→ ~20 static creatives
→ Proven product page structure
→ Proven offer structure

Same market.

Bigger problems.
Bigger TAM.
More competition.
Now we test fast and let the market decide.

[Arthur @CArthurKPI]

Day 14 building our e-commerce brand to $100k/day.

Today:

→ $244 revenue
→ $346.30 spend
→ 0.70 ROAS
→ $81.33 AOV
→ 2.75% CVR

We also launched on a new full-US ad account.

Current focus:

→ Keep testing concepts inspired by indirect competitors
→ Wait for the competitor spy data
→ Question whether our current product is simply too specific

The AOV + CVR are actually decent.

The bigger question is now:

Are we fighting in a market that’s too narrow?

So next week, we want to test 2 more products.

More competition.

But potentially:

More TAM. More angles. More traction.

Now we need data.

[Arthur @CArthurKPI]

Day 13 building our e-commerce brand to $100k/day.

Another day below break-even.

→ $230 revenue
→ $350 spend
→ 0.66 ROAS
→ $77 AOV

Good news:

The same creatives keep converting.
Still no monster winner, but the pattern is getting clearer.

Yesterday was also our last day on the French ad account.

Today we move everything to the US agency account with:

→ New concepts
→ New creatives
→ Fresh campaigns

We’re also waiting on our competitor spy data before deciding:

Stay hyper-specific or move toward a broader product?

Next creative strategy:

Reverse-engineer the angles, structure and psychology from strong indirect competitors, then rebuild everything for our own product.

Big conviction today:

We simply need to get better at ads.

If we had a truly great ad right now, we probably wouldn’t be wondering where the bottleneck is.

[Arthur @CArthurKPI]

Day 12 building our e-commerce brand to $100k/day.

Bad day.

→ $127 revenue
→ 188 sessions
→ 2 purchases
→ 1.1% CVR
More traffic than yesterday.
Way fewer sales.
We also had several ads suspended, which probably didn’t help.

The weird part:

Almost every sale came from a different creative.

Only one ad has 3 conversions.

So right now, there’s still no obvious creative carrying the account.

Something else is bothering me.

When I look at direct competitors, a lot of brands entered this product…

Then slowed down or disappeared.

Maybe the product is simply too specific.

And almost every serious competitor has multiple products.

When one slows down, another takes over.

That might be what we’re missing.

Next move:

→ Wait for the competitor spy data
→ Understand what ROAS they’re actually scaling at
→ Explore broader products this week
→ Test fast

This next competitor analysis could change the direction of the brand.

[Arthur @CArthurKPI]

Day 11 building our e-commerce brand to $100k/day.

Today:

→ $400 revenue
→ $400 spend
→ 1.0 ROAS

Break-even.

But actually a good day.

Some of our static creatives are starting to work.

And I learned something important:

More spend ≠ better data.

Sometimes, giving Meta more time with a smaller budget gives you much cleaner signals than forcing spend over 24 hours.

So now:

→ Let the algorithm optimize
→ Focus almost entirely on ads
→ Spy on 2 key competitors
→ Push Problem Aware
→ Solution Aware
→ Product Aware

Goal: crack those stages and reach a stable $3–5k/day.

Then we attack the hardest level:

Unaware.

Feeling optimistic.

[Arthur @CArthurKPI]

Day 10 building our e-commerce brand to $100k/day.

Today:

→ $246 revenue
→ $262 spend
→ 0.94 ROAS
→ $88 AOV
Big jump in AOV.
We were around $53–55 before.
Interesting pattern:

Our long storytelling VSL made 0 direct sales today.

But the BOF/FOMO creatives did.

Maybe the VSL is warming people up before the BOF ad closes them.

Too early to know.

Best creative today:

Simple warehouse video + product in hand + offer + FOMO.

Now I’m questioning something bigger:

Is the bottleneck really the ads?

Or is it:

→ Offer
→ Angle
→ Avatar
→ Product itself

The market is also interesting.

Our main competitor is good, but they’re not pushing thousands of creatives.

And most other brands don’t stay focused on one single product.
So the next big question is:
Do we keep pushing this product until $5–10k/day?
Or start building a broader product ecosystem around bigger problems and a larger TAM?

For now:

More data first. Then decide.

[Arthur @CArthurKPI]

Day 9 building our e-commerce brand to $100k/day.

Still not profitable.

→ ~0.70 ROAS
→ Very high CPMs yesterday
But we found something interesting.

2 long-form storytelling videos, both 3+ minutes, are showing strong CPAs.

And they confirm a pattern we had already started seeing.

So the direction is getting clearer:

Less focus on statics and BOF videos.

More focus on:

VSLs + Storytelling.

Our biggest weakness right now:

Hook rate.

Usually below 40%.

Target: 65%+

Next move:

→ Create 5 new hooks
→ 5–7 seconds each
→ Test them on the winning storytelling concepts
→ Iterate hard on the winners

Results are still disappointing.
But the pattern is becoming cl

[Arthur @CArthurKPI]

Day 8 building our e-commerce brand to $100k/day.

Today:

→ $93.85 revenue
→ 0.33 ROAS
→ $44.95 AOV
Bad day.
But useful lesson:

We were testing too much, too early.

Different offers.
Different pages.
Different setups.

It just created noise.

For now, we’re going back to basics:
→ CBO USA VIDEO
→ CBO USA STATIC
And then full focus on Meta:

Ads. Hooks. Concepts. Copy. Iteration.

No fancy funnels.

No endless offer testing.
Just use what already works in the market and find winning ads first.

Once Meta works:

→ Improve AOV
→ Build LTV
→ Test other networks
→ Keep pushing creatives hard

Big lesson:

Patience matters, even in short-term testing.

Next step:

Launch the 2 main CBOs and force spend on the new ads.

[Arthur @CArthurKPI]

Day 7 building our e-commerce brand to $100k/day.

So far:

→ $340 revenue
→ $656 ad spend
→ 0.52 ROAS
→ $55 AOV
Today was all about the offer.
We tested 4 drastically different offers.
Same setup:
→ 1 ABO
→ 4 ad sets
→ $150/day each

And surprisingly...

The most expensive offer is winning.

Really interesting signal.
We still don’t know the final winning product page, because we want to retest the best pages with the right offer.
But this confirms one thing:
Cheaper doesn’t always mean better.

And we haven’t even activated recurring revenue yet.

Curious to see how far this can go.

[Arthur @CArthurKPI]

Day 6 building our e-commerce brand to $100k/day.

Yesterday:

→ $564 revenue
→ €420 ad spend
→ $54 AOV

Big test today:
3 different product pages.
Same offer. Same winning creatives.

We wanted to isolate one thing only:

Which page converts best?
One page clearly lost.

Tomorrow, we keep the best 2 running for another 24h.

Final championship.

Big lesson:

Don’t reinvent everything.

Find indirect competitors doing 100x your traffic and reverse-engineer:

→ Structure
→ Framework
→ Psychology
→ Flow

They’ve already spent a fortune testing.

Once we lock the winning page, we move to the next variable:

Offer.

[Arthur @CArthurKPI]

Day 5 building our e-commerce brand to $100k/day.

Today:

→ $134 revenue
→ $277 ad spend
→ 0.48 ROAS
Not our best day.
We changed the offer + pricing halfway through the day.

Bad idea.

It made the data harder to read.

One interesting signal though:

Our current #1 ad is a 30-sec BOF / product-aware video.

Next plan:

→ Test very different product pages for 48–72h
→ Find the highest-converting page
→ Keep that page stable
→ Test 5–7 offers, prices and gifts on it

Big lesson:

Don’t change variables randomly.
If you change the offer, page and price at the same time, you don’t know what actually moved performance.
Still very confident in the product.
Now we need to crack:

Product page + Offer + Winning Ads.

Then subscription could make this very interesting.

[Arthur @CArthurKPI]

Day 4 building our e-commerce brand to $100k/day.

Today:

→ $238 revenue
→ $52 AOV
→ 1.15 ROAS
Around break-even.
Today was mostly optimization.

I killed what wasn’t working and removed a few product page blocks that could create unnecessary hesitation.

Less complexity = more conversion.

Something interesting:

Yesterday’s winners are not the same creatives that worked before.

Meta is clearly rotating delivery.

Big lesson today:

A winning offer needs to be tested 30+ different ways.

And my current belief is getting stronger:

Ads + Offer = 99% of the game.

The niche and its level of desire matter massively too.

Pretty design?

Much less than people think.

Next:

→ More creatives
→ More testing budget
→ Faster iteration
→ Test a second offer ASAP