E111: How to Get New Reach on Meta: Tactics & Data for Ecommerce Marketing

Are you measuring new reach on Meta the right way or just guessing?

Connor MacDonald (CMO, Ridge), Cody Plofker (CEO, Jones Road Beauty), and Connor Rolain (Head of Growth, HexClad) dig into the tactics + measurement frameworks driving their paid media strategies right now.

The conversation spans Meta’s incremental attribution rollout and what the data shows. They cover signal engineering with conditional pixels, the case for non-purchase optimized campaigns on YouTube, and why building a deliberate testing roadmap matters more than chasing every new ad tech feature. Plus, behind the scenes on Jones Road’s biggest creator partnership came together.

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Motion Creative Benchmarks 2026
https://motionapp.com/thumbstop-pulse...

Richpanel
https://9ops.co/richpanel

Aftersell
https://9ops.co/4i3bb5

Haus
https://www.haus.io/operators‍

Chapters
00:00:00 Travel Ads Gone Wrong
00:02:18 Pixel Strategy Deep Dive
00:09:47 Custom Events vs Pixels
00:24:42 Testing Reach Tactics
00:33:09 Stacking Measurements
00:35:56 Ad Spend as an Asset
00:38:07 Out-of-Home Testing
00:42:02 YouTube Reach Is Cheap
00:44:14 Signal Engineering TikTok
00:46:39 Meta Is Ahead of Everyone
00:48:55 Build a Testing Roadmap
00:52:58 Jones Road Goes Big
00:55:23 The Emily DiDonato Drop
01:00:20 IRL to Digital Flywheel
01:05:45 Start Small With Creators