Common Thread Collective is an ecommerce growth agency, helping DTC brands that are doing 7-9 figures in annual online revenue.
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Across roughly 1.3 million ads we analyzed, the top 5% generated 73% of the measured value.
Because the return is so concentrated, judging winners in isolation can overstate profitability. Their returns also need to cover the cost of producing the ads that didn’t pay back.
Before you tell your team to make more ads, ask what each attempt costs.
At Commerce Roundtable, @TaylorHoliday explains how changing the way a brand paid for creative helped it double spend while holding incremental ROAS.
Tune in here: youtu.be/bqJElruBvjE
A 10-page creator brief can narrow the range of content you get back.
On The Ecommerce Playbook, Luke Austin and Richard Gaffin discuss which boundaries to keep and where to give creators room to experiment.
Watch the full episode here:
youtube.com/watch?v=niwccU1_…
ALT Luke Austin and Richard Gaffin on The Ecommerce Playbook
Higher ad spend during Black Friday can be the right call if the volume justifies it.
The decision gets harder when you’re looking at 47 lines on a P&L.
@TaylorHoliday breaks it into four buckets so you can see where the money goes and what to do next.
The TBAR crew has been keeping busy since joining CTC, and we're loving the extra firepower for TikTok Shop.
We're not the only ones celebrating, either.
A few familiar faces from HexClad, Grüns, Ridge, and Realsy sent some love to @TylerBrechbiel, @alexrudolphh, and the team. 👇
Before adding a free gift to your holiday offer, work out how much a customer needs to spend for the order to stay profitable.
@itslukeaustin breaks it down on today’s The Ecommerce Playbook.
ALT Luke Austin and Richard Gaffin on The Ecommerce Playbook talking about holiday strategy in 2026.
Shoppers shouldn’t need a calculator to understand your Black Friday offer.
On today’s The Ecommerce Playbook, @JoySharma_11 explains why he favors simpler discounts and where offers rank among five holiday prep priorities.
Watch the episode here → youtube.com/watch?v=WPAvZRXW…
ALT Joy and Richard on The Ecommerce Playbook - BFCM preparation.
Creative gets easier to scale when the way you produce it is tied to the way you pay for it.
Creator networks can generate more assets without forcing the brand to absorb the same upfront production cost on every attempt. Then, once something proves it can sell, more dollars can move behind the winner.
Taylor compares that model to consignment: the brand gets more shots on goal without carrying the full cost of every miss.