Ep 606: How Coyuchi Tested True Meta Incrementality (6-Week Blackout Results)

About this episode

Vicki Williams-Grahan discusses Coyuchi's approach to testing Meta's impact on their marketing strategy and the challenges of high AOV products.

Subscribe to DTC Newsletter - https://dtcnews.link/signup http://coyuchi.com Coyuchi is a premium bedding brand with a long purchase cycle and high AOV. That changes how you approach growth, attribution, and retention. Vicki Williams-Grahan (Brand President) explains how they tested Meta’s impact by turning it off, how they think about LTV in a low-frequency category, and why product selection inside ads matters as much as creative. For DTC operators scaling high-AOV brands with long purchase cycles who need to rethink CAC, LTV, and attribution. In this episode: What happened when they turned off Meta for 6 weeks Why Google Analytics 4 underreported performance vs platform data How segmentation (via Decile) changed acquisition Why entry-level products lowered overall performance How they use daily forecasting and contribution profit Who this is for: Operators in high-AOV categories (home, furniture, luxury, etc.) What to steal: Run incrementality tests (or dim market tests) Prioritize high-LTV acquisition, not just conversion rate Track contribution profit daily Timestamps 00:00 Introduction and evolving customer profile 02:00 Coyuchi brand overview and DTC shift 04:30 Challenges…

People in this episode

Guest: Vicki Williams-Grahan

Topics covered

• incrementality testing
• high AOV brands
• customer segmentation
• attribution insights
• daily forecasting
• product strategy

Keywords

• Coyuchi
• Meta
• incrementality tests
• high AOV
• customer acquisition
• attribution
• LTV
• daily forecasting
• product strategy

Mentioned in this episode

Organizations: Coyuchi, Meta, Google Analytics 4, Decile

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