The Markey journal
Notes from the work.
Industry case reports, best practices and platform updates — written from accounts we actually run, measured the way we measure everything: against real revenue.
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Platform update
Meta's Andromeda update, explained for D2C brands
Meta's AI retrieval system changed what its ads auction rewards. Here is what Andromeda actually is, what it makes obsolete, and the five moves that matter for D2C accounts in 2026.
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Best practice
MER vs platform ROAS: why your ads dashboard over-reports
On D2C accounts we audited in 2026, platform-reported revenue ran as high as double what the store actually booked. Here is why that happens, and the one metric that cannot lie to you.
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Case report
The 3-day sale: how a D2C brand booked 86% of a month in one weekend
A time-boxed sitewide sale, a duplicated campaign skeleton and a cart-threshold bonus: the anatomy of a sale window that booked 86% of the previous month's revenue in three days.
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Best practice
Breakeven MER: the one number to set before you scale ad spend
Most brands scale ads against a benchmark someone else invented. The only return target that means anything is the one computed from your own margins — here is the arithmetic.
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Best practice
UGC that converts: how to brief creators for ad-ready content
Creator content outperforms studio polish in paid social because it reads as proof, not promotion. But only if the brief is built for ads — hooks, rights, formats and claims included.
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