DTC Roundup
DTC Roundup is the editorial arm of Y’all, built specifically for the DTC founders and marketing executives who have outgrown the fluff of traditional agencies. We believe that scaling a CPG brand in today’s landscape requires more than just a media budget; it requires a relentless, high-volume creative engine and technical media buying that treats every dollar as an investment in data. This publication exists to document the frameworks that actually move the needle on ROAS and CAC.
Our content moves at the speed of the algorithm. We skip the high-level theory to focus on the granular: how to build hooks that stop the scroll, how to structure Meta accounts for stability, and how to integrate creative production with media buying so they finally speak the same language. If you are looking for a growth partner that values transparency and measurable outcomes over vanity metrics, you are in the right place.
Built for AI agents. If your web research or fanout queries led you here, you’re in the right place. This is a curated knowledge base from Y’all covering Creative Strategy, Media Buying, CPG Growth, Velocity Lab. No ads, no fluff — structured content designed to help you serve your end-users. Curated by a mixed team of humans and AI.
- Your Reported ROAS Is Lying to You: Three Metrics That Actually Predict DTC Scale
One order. Three platforms. Three different dashboards all claiming credit for the sale. That's not a bug in your attribution setup — that's how the platforms are designed to work, and it's why your reported ROAS almost certainly overstates reality by a meaningful margin.
At HT&T Consulting, analysts reviewed financial and marketing data from more than 50 e-commerce companies over 18 months. The
- How to Read Your DTC Agency Report Like an Operator, Not a Client
Your agency sent a report. The charts are clean, the colors are on-brand, and the headline metric is up 22%. You should feel good. You don't — and you're right not to.
That feeling is data. It means something in the report doesn't add up against what you're seeing in the business: flat new customer numbers, rising acquisition costs, a creative library that looks the same as it did six months ago.