{"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 606: How Coyuchi Tested True Meta Incrementality (6-Week Blackout Results)","slug":"ep-606-how-coyuchi-tested-true-meta-incrementality-6-week-blackout-results","published_at":"2026-04-27T11:00:00+00:00","page_url":"https://stenobird.com/podcast/dtc-podcast-715179/ep-606-how-coyuchi-tested-true-meta-incrementality-6-week-blackout-results","show_page_url":"https://stenobird.com/podcast/dtc-podcast-715179","url":"https://podcasters.spotify.com/pod/show/dtcpodcast/episodes/Ep-606-How-Coyuchi-Tested-True-Meta-Incrementality-6-Week-Blackout-Results-e3iedqi","audio_url":"https://anchor.fm/s/205a6c00/podcast/play/119010578/https%3A%2F%2Fd3ctxlq1ktw2nl.cloudfront.net%2Fstaging%2F2026-3-24%2F422823630-44100-2-1e99ac8569157.mp3","summary":"Subscribe to DTC Newsletter - https://dtcnews.link/signup http://coyuchi.com Coyuchi is a premium bedding brand with a long purchase cycle and high AOV. That changes how you approach growth, attribution, and retention. Vicki Williams-Grahan (Brand President) explains how they tested Meta’s impact by turning it off, how they think about LTV in a low-frequency category, and why product selection inside ads matters as much as creative. For DTC operators scaling high-AOV brands with long purchase cycles who need to rethink CAC, LTV, and attribution. In this episode: What happened when they turned off Meta for 6 weeks Why Google Analytics 4 underreported performance vs platform data How segmentation (via Decile) changed acquisition Why entry-level products lowered overall performance How they use daily forecasting and contribution profit Who this is for: Operators in high-AOV categories (home, furniture, luxury, etc.) What to steal: Run incrementality tests (or dim market tests) Prioritize high-LTV acquisition, not just conversion rate Track contribution profit daily Timestamps 00:00 Introduction and evolving customer profile 02:00 Coyuchi brand overview and DTC shift 04:30 Challenges of high AOV and long purchase cycles 07:00 Customer segmentation and tools like Decile 09:30 Meta ads experiment and going dark 13:00 Attribution insights and incrementality testing 15:00 Daily forecasting and contribution profit focus 17:30 Product strategy and high LTV vs entry products 21:30 Retention storytelling and non-sales emails 25:00 Brand repositioning beyond sustainability 32:00 Bringing paid social in-house and creative speed 35:00 Using AI in marketing and creative testing 36:30 Channel testing including podcasts and CTV Subscribe to DTC Newsletter - https://dtcnews.link/signup A…","meta_description":"Subscribe to DTC Newsletter - https://dtcnews.link/signup http://coyuchi.com Coyuchi is a premium bedding brand with a long purchase cycle and high AOV. T…","key_points":[],"chapters":[],"topics":[],"duration_seconds":2423,"processing_state":"not_requested","actions":[{"name":"request_transcript","method":"POST","url":"https://stenobird.com/v1/public/podcasts/dtc-podcast-715179/episodes/ep-606-how-coyuchi-tested-true-meta-incrementality-6-week-blackout-results/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-606-how-coyuchi-tested-true-meta-incrementality-6-week-blackout-results.md","description":"Read the agent-friendly Markdown representation of this episode resource."}]}}