Mickaël

VP, Digital & Ecommerce @ DS & Durga. Building brands through data, design & growth. French in NYC. Dad ×2. Coffee, fragrance & endless optimization.

[Mickaël @mckgck]

@JoeydeWit_ PROFIT

[Mickaël @mckgck]

@codyplof And now I want to be in this group chat

[Mickaël @mckgck]

@AaronOrendorff @connorrolain @MacCoyMerkley @ChereneAubert @couuor Crap! I missed it

[Mickaël @mckgck]

@Timseo_ Intéressé par la skill s’il te plaît

[Downdetector @downdetector]

Downdetector users have reported issues with T-Mobile since 4:00 p.m. ET, with more than 140,000 reports submitted.

Comment below if you’re experiencing issues too #TMobileDown

[Mickaël @mckgck]

@downdetector Service is down

[Mickaël @mckgck]

Can the Marketing Operators @codyplof @couuor @connorrolain hook me up with someone competent at @ROKT because I shouldn’t wait for 8 days and 3 email follow up to get an answer from a sales executive. Thank you

[Mickaël @mckgck]

@mikefutia Reddit

[Mickaël @mckgck]

@MichLieben Ads

[Mickaël @mckgck]

@markoscales We need the framework

[Cody Plofker @codyplof]

My new rule this year is: if you want my time, buy me Claude credits.

I'll demo your SaaS, do consulting for you, et cetera. If you buy me between $250 and $500 in Claude credits.

Claude credits are the AirPods of 2026

[Mickaël @mckgck]

When @connorrolain becomes an influencer as I overnight protein bars

[Mickaël @mckgck]

@mikefutia SKILL

[ToriiRowe @ToriiRowe]

Meta is combining awareness and sales into a single campaign type in Q2, and I think it’s the most significant structural change to paid social prospecting in the last few years.

This is different from Customer Lifecycle Strategy!

Here’s what’s actually happening.

The new campaign runs sales optimization as the primary objective while simultaneously pulling in reach optimization to expand into new audiences at lower CPMs.

You’re not running two campaigns anymore. You’re running one that does both, and Meta is handling the allocation.

The reason this matters for brands spending $100K or more per month isn’t the CPM drop.

It’s what this signals about where Meta’s entire ad system is heading in 2026.

Every tool they’re building right now points in the same direction: new customer acquisition percentage is becoming the primary metric the platform is optimizing toward at the infrastructure level.

Not ROAS.

Net new buyers as a percentage of total purchases.

Most brands in the $5M to $50M range are running prospecting and retargeting in silos and measuring everything through a blended ROAS number that makes the account look healthier than it is.

What that blended number is hiding is how much of your “acquisition” spend is actually just recycling warm audiences you already paid to build. Meta is building a system that makes that problem visible whether you want to see it or not.

We’re in beta on this at DREAMLABS. What I’m watching isn’t ROAS.

It’s the new customer rate inside the purchase mix.

If that number isn’t climbing, the campaign isn’t working, full stop, regardless of what the dashboard shows.

The brands that come out ahead in this environment will be the ones with the margins and the CLTV to absorb a higher CAC on new customers and let those customers compound.

The ones that don’t will be the ones who realize too late that they’ve been running retention campaigns with acquisition budgets.

Q2 is going to make that distinction very clear

[Mickaël @mckgck]

@AY_Orbach I need this now on our account!

[Mickaël @mckgck]

@hieudinh_ 👋

[Mickaël @mckgck]

@mikefutia SEO

[Mickaël @mckgck]

@TechWith_Nova CLAUDE

[Mickaël @mckgck]

@Lorena_C0 Hi

[Mickaël @mckgck]

@TBONM Hi