Next week, I’m hosting a free live webinar:

The Business-First Meta Playbook for Black Friday

I’ll walk you through how we audit and approach Meta accounts before Black Friday, including the Product Efficiency Analysis we run on every account.

📅 Wednesday, October 14
⏰ 1 PM ET / 10 AM PT

I’d love to see you there.

Sign up here →

Topics we'll cover today:
💠 The 10-Minute Meta Audit I’d Do Before Black Friday
💠 Shopify Wants To Make Store Redesigns As Easy As Asking
💠 Latest news in the DTC space

Black Friday is getting close.

And if you're planning to increase your Meta spend, there's one exercise I'd do before touching your budgets.

It takes about 10 minutes.

And you don't even need to start in Ads Manager.

Take your product sales report from Shopify.

Then put it next to your product-level performance from Meta.

Now ask:

Is Meta actually putting your money behind the right products?

Let's say you have two products.

Product A has a 2.8x ROAS.
Product B has a 1.9x ROAS.

Which one should get more budget for Black Friday?

The obvious answer seems to be Product A.

But what if Product A already sells extremely well through organic, direct, email, and returning customers?

And what if Product B brings in significantly more new customers, has better margins, or creates customers who come back and buy again?

Now the answer isn't so obvious.

This is why one of the first things we do when looking at an account is something we call a Product Efficiency Analysis.

We take what the business tells us about its products and put it next to what Meta tells us.

And sometimes, the two tell very different stories.

That's especially important heading into Black Friday.

Because the question isn't just:

How much more can we spend?

It's:

Where should that additional budget actually go?

If you're about to significantly increase your Meta spend, you want to know that before you start scaling what's currently "working."

Next Wednesday, I'm breaking down exactly how we do this during a free live webinar:

The Business-First Meta Playbook for Black Friday

📅 Wednesday, October 14
⏰ 1 PM ET / 10 AM PT

I'll show you the Product Efficiency Analysis, how we approach Meta accounts starting with the business, and the other things I'd be looking at before increasing spend for Black Friday.

And we're giving away some pretty big prizes at the end!

🏆 One 7-figure+ brand will win our complete 30-Day Revenue Efficiency Program, a 5-figure engagement, for free.

🎯 Five more 7-figure+ brands will get a Product Efficiency Analysis for free, so we'll actually run the analysis I'm teaching during the webinar on their businesses.

We'll randomly draw all six brands from the live attendees.

Save your spot here →

Shopify just introduced Canvas, and I think the most interesting part has very little to do with the technology behind it.

It’s about this:

Making changes to your store may soon require a lot less help from developers.

Today, you might want to test a new homepage.

Build a landing page for a product launch.

Change the way your PDP communicates your value proposition.

Or completely rethink your storefront before Black Friday.

Depending on your theme and what you want to change, that can quickly turn into a project.

With Canvas, Shopify wants you to simply tell Sidekick what you want.

For example:

👉 “Redesign this PDP to make reviews more prominent.”
👉 “Create a landing page for our Black Friday offer.”
👉 “Build a new homepage around our three best-selling products.”
👉 “Make this section look better on mobile.”

Canvas can then make those changes directly to your theme and give you a working version of the store to review.

You can also see all your pages side by side in one big visual workspace, almost like Figma for your Shopify store.

Why do I think this matters?

Because it could make storefront experimentation much faster.

A marketer can have an idea in the morning, build a version of it with Sidekick, review it, and potentially ship it without turning every change into a development ticket.

That means more opportunities to test different landing pages, merchandising strategies, PDP structures, seasonal experiences, and campaign-specific pages.

There are still some pretty big limitations.

Canvas doesn't currently support app blocks or embeds, third-party Shopify themes, market-specific customizations, or translations.

It's also in early access, so I wouldn't restructure your entire workflow around it just yet. 😅

But the direction Shopify is heading in is pretty clear.

The distance between “I want to try this on our store” and actually seeing it live is getting shorter.

And for growth teams, that could be much more important than another AI feature.

—
Follow me on LinkedIn for more growth marketing content.

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If you found this interesting, please leave us a review. It’d mean the world to me.

Brian Roisentul is the founder & CEO of BSR, a growth marketing agency he started in 2013 to help e-commerce brands unlock hidden revenue by identifying misalignments between their marketing and customer behavior. He is also the host of The DTC Insider podcast, where he interviews thought leaders, founders, and directors in the e-commerce space.

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