{"podcast":{"title":"DTC Podcast","slug":"dtc-podcast-715179","podcast_index_feed_id":715179,"rss_url":"https://anchor.fm/s/205a6c00/podcast/rss","website_url":"https://directtoconsumer.co","image_url":"https://d3t3ozftmdmh3i.cloudfront.net/staging/podcast_uploaded_nologo/5327968/5327968-1738356943979-564f24d8acbe9.jpg","author":"DTC Newsletter and Podcast","episode_count":743,"summary":"Weekly discussions between disruptive direct to consumer ecommerce brands and our amazing team about marketing, funnels, and everything scaling related. Subscribe to our newsletter for highlights and step by step tactical insights 👉🏻 📦 directtoconsumer.co","last_synced_at":"2026-06-06T00:18:00.882905+00:00","page_url":"https://stenobird.com/podcast/dtc-podcast-715179"},"episode":{"title":"Ep 605: Meta Attribution Change – Why ROAS Dropped 40%","slug":"ep-605-meta-attribution-change-why-roas-dropped-40","published_at":"2026-04-24T11:00:00+00:00","page_url":"https://stenobird.com/podcast/dtc-podcast-715179/ep-605-meta-attribution-change-why-roas-dropped-40","show_page_url":"https://stenobird.com/podcast/dtc-podcast-715179","url":"https://podcasters.spotify.com/pod/show/dtcpodcast/episodes/Ep-605-Meta-Attribution-Change--Why-ROAS-Dropped-40-e3icl8j","audio_url":"https://anchor.fm/s/205a6c00/podcast/play/118952659/https%3A%2F%2Fd3ctxlq1ktw2nl.cloudfront.net%2Fstaging%2F2026-3-23%2F422738771-44100-2-98a0b5482c1fa.mp3","summary":"Subscribe to DTC Newsletter - https://dtcnews.link/signup Meta changed attribution in March — and suddenly every brand’s ROAS looks worse. Chris Richards from Pilothouse breaks down what actually happened, why performance appears to have dropped 30–45%, and how brands should respond without damaging long-term growth. For DTC founders and operators scaling from $5M–$50M who rely on Meta as a core channel. In this episode: What Meta’s attribution change actually did Why social proof no longer shows up the same way How to interpret rising CPA and falling ROAS Why MER is a better north star right now The risk of over-retargeting after performance dips Who this is for: DTC founders, CMOs, and media buyers trying to make sense of Meta performance What to steal: Shift from ROAS to MER as your primary KPI Keep funding top-of-funnel even when numbers look worse Use consistent attribution (MTA) to guide spend decisions Timestamps 00:00 Meta attribution change explained 02:00 Click vs engaged attribution breakdown 04:00 Impact on ROAS and CPA metrics 06:00 Social proof and ad performance insights 08:00 Why engagement optimization can backfire 10:00 Importance of multi-touch attribution tools 12:00 How campaign strategy is shifting 14:00 MER as a new performance north star 16:00 Omnichannel and ecosystem thinking 18:00 Meta automation and future attribution trends 20:00 What brands should do right now 22:00 Strategy mistakes and growth risks Subscribe to DTC Newsletter - https://dtcnews.link/signup Advertise on DTC - https://dtcnews.link/advertise Work with Pilothouse - https://www.pilothouse.co/?utm_source=AKNF605 Follow us on Instagram & Twitter - @dtcnewsletter Watch this interview on YouTube - https://dtcnews.link/video","meta_description":"Subscribe to DTC Newsletter - https://dtcnews.link/signup Meta changed attribution in March — and suddenly every brand’s ROAS looks worse. Chris Richards…","key_points":[],"chapters":[],"topics":[],"duration_seconds":1488,"processing_state":"not_requested","actions":[{"name":"request_transcript","method":"POST","url":"https://stenobird.com/v1/public/podcasts/dtc-podcast-715179/episodes/ep-605-meta-attribution-change-why-roas-dropped-40/transcription-requests","description":"Idempotently request low-priority transcript generation for this episode."},{"name":"read_markdown","method":"GET","url":"https://stenobird.com/podcast/dtc-podcast-715179/ep-605-meta-attribution-change-why-roas-dropped-40.md","description":"Read the agent-friendly Markdown representation of this episode resource."}]}}