I want to share some of the latest research with DTC brands stuck trying to hit that 10M ARR level.

First, Meta and Google are still holding budget but TikTok’s pulling the most direct response dollars.

Second, Q4 outlooks are cautiously optimistic, even with tariff pressure looming.

But here’s the real story: Brands are trading strict ROAS discipline for top-line revenue goal and better, more robust metrics. (Which we’ve been talking about for MONTHS now)

Where things are not working:

• Meta’s Incremental Attribution tool hasn’t lived up to beta hype
• Most agencies are keeping GenAI features off after early misfires
• Apparel, international travel, and global DTC targeting the U.S. are dragging

Meanwhile, Temu ramping spend again is a clear signal: Platform efficiency still matters.

What could change things is Meta’s new GenAI “stylebook presets”. There might improve creative consistency, if they nail brand alignment. (Big if for now.)

The real takeaway: Platform durability ≠ platform efficiency.
We’re past the point where more spend = better results.

Sophisticated creative strategy + smarter measurement is the only way to drive profitable growth now.

What’s working for you on Meta this quarter? What’s not? Curious to hear how others are adapting or where you need a leg up. Let’s talk.