FB Ads – Reading Results?

Hello everyone,

I’m trying to understand the data collected on my fb ads campaigns. I want to focus my adspend on what works and was looking where my ads were shown that resulted in a conversion. Charts->Placement.

However, I can see the reach but all conversions are in a different tab called “Uncategorised” -photo

Also, is there any way of seeing where the conversion came from? (Fb story, insta story, etc?)

Thank you 🙏

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How Frostbeard Studio’s creative duo avoided the “burnout” of shipping orders themselves

When the creative team behind Frostbeard Studio captured the nostalgic scent of old books in their hand-poured candles, they created a truly unique brand. 

As they received more and more orders, the logistical challenges of packing and shipping products to customers often left them feeling frustrated and overwhelmed. After joining Shopify Fulfillment Network (SFN), things changed, and they were finally able to focus on what mattered creating innovative new products and growing their business.






Ecommerce Discord community

Hey guys and gals. I created a new discord server for anyone who is interested.

I've been apart of a few ecommerce focused discords but they all get pretty muddy with off-topic conversation and spam. I will be heavily moderating it to keep the discussions focused on anything and everything ecommerce.

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How much did you saved up before you started your Ecom business?

So I want to start my own Ecom business as well , never had any business of my own before.

So I’d like to know how much other people have saved up before they launch their business, especially in Ecom

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Walmart’s Flipkart to cover insurance for all sellers in India and waive additional fees

Walmart-owned Flipkart is exempting storage and cancellation fees for sellers on its marketplace and also providing them with insurance coverage as the top e-commerce platform in India looks to maintain cordial relationships with more than 300,000 sellers who are facing severe disruption amid an unprecedented rise in the spread of coronavirus infections in the South Asian nation.

The Bangalore-headquartered firm said Friday evening that it is exempting storage fees to sellers who use the company’s fulfilment centres, and also waiving off the cancellation fees until the end of the month. (Several Indian states, as they did during the first wave of the virus, have imposed restrictions on sale and delivery of non-essential items.)

Flipkart will bear 100% premium of COVID insurance to all sellers that transact on the platform, covering any hospitalization and consultation fees between 50,000 Indian rupees ($685) to 300,000 Indian rupees ($4095).

The news today comes a week after Amazon, Flipkart’s chief rival in India, announced it was waiving 50% of the referral fee sellers are required to pay the e-commerce firm for this month, though not all sellers are qualified to avail this benefit. (The company said earlier this week that it was also postponing Prime Day in India and Canada due to the growing cases of the infection.)

Flipkart said it is also making it easier for sellers to access working capital from the firm without any incremental cost, though it did not specify the steps it had made.

It is also extending the window for the Seller Protection Fund to 30 days (from 14) to make claims on returned products. Flipkart said it will also ease its policies and performance metrics to ensure that they are not impacted by state-led lockdowns.

Flipkart, which as of last year was working to go public this year, said it has partnered with Vriddhi, Walmart’s Supplier Development Program in India, to organize webinars for small businesses to share best practices to ensure safety of workforce and provide insights to stay afloat amid the crisis.

“Through these testing times it is our constant effort to support our seller partners who face immense operational challenges as a result of the pandemic. As a democratic marketplace, we want to ensure that our lakhs [hundreds of thousands] of seller partners are able to continue operations and keep the economic engine running,” said Jagjeet Harode, senior director and head of Marketplace at Flipkart, in a statement.

“With them and their family’s financial and health safety in mind, we have rolled out these initiatives that will bring them the much-needed respite to keep their businesses active.”

India has been reporting over 400,00 daily infections this week, more than any other nation, as the world's second-most populated nation struggles to contain the second wave of the virus. Scores of firms, startups, investors and people alike are uniting to help the nation fight the virus, which has severely impacted the healthcare facilities.


Product Owners with an in-house development team: how are you structured?

I've been working at my current company as the head of ecommerce for a year now. My lead developer is in-house and I contract an overseas development firm to do our leg work and testing.

The last year has proved to me that having an in-house team is ideal, but I'm interested in learning what you guys have found is the most effective collection of roles to make your development work.

Should I focus on hiring junior level devs across the board and build them up? Do I need a SCRUM master? Please share!

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3 Crucial Insights I’ve Learned From Creating Facebook Ads

Here are three key takeaways I’ve learned from my years of Facebook ad creation…

  1. Video is Bigger Than Ever: Video is exploding (in a good way) on mobile. In 2020, it’s estimated that 78% of all mobile data traffic will be from video. No matter what platform you’re on, video drives more engagement for your creative. Facebook is no exception. In this day and age, video should be at the forefront of your creative strategy.

Video doesn’t mean that you need to have a big production shoot. Creating engaging video can be as simple as picking up your iPhone, filming some quick UGC (that’s user generated content, for those of you who don’t know) or a video of your product.

  1. Mobile Optimization is Key: When designing for mobile, there are a couple of key things to keep in mind. Mobile ads need to work well with the sound off and get to the point quickly. The two most important questions to ask yourself when creating a mobile ad are “how can I capture someone within the first 3 seconds?” and “does my ad make sense with the sound off?”

Those two things are crucial for designing mobile feed ads that users are going to want to engage with and feel impacted by. Now, let me elaborate on the importance of the video making sense with the sound off. If your ad relies on sound to get the point across, you’re isolating a big portion of your audience who may not regularly have their sound on or may be caught without headphones somewhere where having the sound on wouldn't be appropriate.

As you probably know from your own social media usage, there is so much content to be consumed that people are looking at their feeds almost 24/7 and being bombarded with content they follow and ad content so it’s very important to capture attention quickly with your ad.

Your number one goal should be to intrigue users almost instantly so they swipe up or click to your website. Capturing their attention within the first three seconds of the ad is ideal. This is as crucial for Facebook as it is with any other platform.

Now, with all this talk of being quick and intriguing, I do want to state that you don’t need to tell your entire brand story within a few seconds. In fact, it’s pretty much impossible to do that. All you need to do is get a user’s attention, and then you can use your website to share more about your brand story, product benefits, company beliefs, etc.

  1. Static Images Might Work for Your Brand: People look at video five times longer than static images on Facebook and Instagram. It’s not surprising that video ads have the highest levels of engagement.

However, static image ads are still around for a reason. They can garner some good engagement, especially if your product doesn’t need an educational video. Apparel is a good example of a product that can sell very well just from images.

Although it’s important to note that video will most definitely result in more engagement and a higher ROAS (return on ad spend), the short answer is that static images are still kind of relevant.

If you’re dead set on using still images, that’s okay! However, we do highly recommend adding some sort of animation, like a slideshow. Animation can really bring some otherwise dull images to life.

Have questions? I answer all my pm’s.

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The Magic of Fringe Sport? Improving Lives

Peter Keller launched Fringe Sport in 2010 to help folks assemble home-based gyms. He also wanted to make a lot of money. “I was very financially motivated,” he told me.

Then he attended a seminar a few years ago that focused on a company’s purpose, its mission. He spoke with employees and customers. He discovered the real value in Fringe Sport.

Technically, Fringe Sport is a strength and conditioning equipment company,” he said. “But the improvement in people’s lives, that was the magic. We exist to improve lives through strength.”

Identifying a company’s purpose was one of many topics that he and I addressed recently. Our entire audio conversation is embedded below. The transcript that follows is edited for length and clarity.

Eric Bandholz: Tell us about Fringe Sport.

Peter Keller: I started Fringe Sport because I built an amazing gym in my garage, and it was harder than it needed to be. That was 11 years ago. I dismantled that gym, racked it out, and started selling barbells, kettlebells, weight plates, and similar out of my garage.

We’ve grown from there. We’ve supplied more than 100,000 customers over the years with garage gym gear. We’ve also helped a bunch of entrepreneurs grow thriving community gyms — powerlifting gyms, CrossFit gyms, that sort of thing.

Bandholz: You’ve experienced ups and downs.

Keller: I’ve always shared all of this stuff that I do wrong. So bear with me here for a couple of examples.

First, I founded Fringe with my brother. He was my co-founder. We had one of the dirtiest, worst, most painful business breakups that you could possibly imagine without lawyers getting involved.

I also had an employee steal six figures from me. It smacked us down and made me feel like an idiot. Before that, I’d looked at other people and said, “How stupid. You didn’t notice $100,000 going missing?” Then it happened to me.

Bandholz: Your transparency has helped others, no doubt. I tend to share things too. It’s a form of therapy. I’ve lost five figures, not through theft, but just from incompetent product launches. It’s not fun. What is Fringe about now?

Keller: I’m involved with the Entrepreneurs Organization. I attended an EO program a few years ago from someone who had worked closely with Simon Sinek, the author of the book “Start with Why.” The presentation described a “Find Your Why” framework and workbook. I loved the program, except for that presentation. I was like, “Start with why. That’s millennial bull crap. Why can’t these people just go to work and then go home.”

A few months later, I ran into the fellow who ran that program. I told him I loved everything except the “Find Your Why” stuff. He went full stop, saying, “You are missing something massive here. Buy that book, spend 10 hours on it. If it’s wasted, I’ll apologize to you. But I don’t think it’s going to be wasted.”

So I bought the book, and I started working through it. It talks about helping customers and receiving feedback from them, such as, “Thank you for this.” The book suggests reviewing all of that feedback to find the commonality. Then go to your employees, and ask them about the customers that they’re proud of helping. What are the deals that they care about?

At first, your employees will say, “I sold this guy $10,000 worth of stuff. I made a good commission.” But they’re not really proud of that. Ask them what really filled their heart.

So I asked a bunch of our employees. Their stories coalesced around customers who had come to us, gotten some barbells, weight plates, something like that. Then they came back and said, “Look at the weight that I lost. Look at the competition that I won. My wife was struggling with depression. She started lifting weights, and the depression’s gone.” The stories revolved around lives that improved through strength. Technically, Fringe Sport is a strength and conditioning equipment company. But the improvement in people’s lives, that was the magic.

As part of the process, I traveled throughout the country to where customers were using our products. I went to a ton of garages all over the U.S. I also went to a bunch of CrossFit boxes, a bunch of powerlifting gyms.

I saw our customers. We exist to improve lives through strength.

There’s one other thing on the “Find Your Why” framework. I found my personal why. In the early days of Fringe Sport, the why was not to improve lives through strength. It was so that Peter Keller does not have to get a job. That’s not an acceptable why to anyone except me and, possibly, my wife.

Bandholz: I’m a believer in core values, brand, mission. When you think about building a business, as a new entrepreneur, there’s a lot of glamor. There’s the Gary Vaynerchuk’s, the Tai Lopez’s. There’s seemingly a ton of freedom, private jets, travel.

But the reality is you have to grind, absolutely grind. You have to go through tough relationships with your brother. You have to go through employees stealing hundreds of thousands of dollars. You have to go through problems with your partner or your kids, who ask, “Why didn’t you make it to my event? Or why were you traveling for my birthday.” These are sacrifices you make. I’ve never read “Start with Why.” But it’s something I entirely resonate with.

Beardbrand’s mission is to make men awesome through grooming. We get stories from our customers, which I put in my book of reminders. Becoming mission-oriented allows us to do things beyond merely selling.

Keller: I fumbled around for years until I figured that out. I was very financially motivated when I became an entrepreneur. I had been working for an ecommerce business for 10 years. I had worked my way up in that company. I saw the CEO become very wealthy, which I respected. I thought, “I should be the one who’s getting wealthy.”

But obtaining wealth is such an empty goal because money’s not going to love you in the morning. Your significant other will, your kids will. And your customers will if you do it for the right reasons.

Bandholz: The more value you bring to the world, the more wealth you’ll generate.

Keller: Absolutely.

Bandholz: You’ve found your company’s purpose.

Keller: Yes, but I’m stuck now on leadership and developing employees. I am struggling because we reached another level of scale last year that I’d only dreamt of. My dreams are coming true in terms of our impact on the world. But we are dealing with new problems. I’ve always been a workhorse — to fix things, to solve problems, to develop products. Now, I am suddenly running my largest organization.

We have about 30 employees. The company is successful. We’re helping our customers. But I’m not succeeding at it the way that I need to. I don’t know how to unlock that level of leadership.

Bandholz: You’re a longtime contributor to Practical Ecommerce. Beyond that, where can people learn more about you and Fringe Sport?

Keller: You can find me on Twitter, although I’m not very active, @petekeller. I’m also on Instagram and LinkedIn. Our company is at

Incidentally, I have a funny story about oversharing. One year I invited all 40,000 people on our email newsletter list to my house. I didn’t clear it with my wife first.

I said in the email, “I’m having a party on January 1 in Austin, Texas. Anybody who wants to come, just reply to this email, and I’ll send you my address.” Twenty or so people replied, saying, “I’ll be there.” I sent them my address. I then told my wife, “Hey baby, we have some guests coming by.” She hit the roof. Rightly so. I’m an oversharer.


Need some advice for Bookkeeping for Shopify.

Do I have to type in every transaction on Quickbooks for example? Theirs gotta be an easier way to scrape the gross, net and tax information.

Any tips would be much appreciate !

As well as transactions from PayPal.

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De Bijenkorf launches in Austria

Dutch department store De Bijenkorf is expanding in Europe again. After launching an ecommerce website in France last year, it's now opening an online store in Austria. This marks the fourth foreign market for the Dutch omnichannel retailer.