Ep 605: Meta Attribution Change – Why ROAS Dropped 40%

Subscribe to DTC Newsletter - https://dtcnews.link/signupMeta changed attribution in March — and suddenly every brand’s ROAS looks worse.Chris Richards from Pilothouse breaks down what actually happened, why performance appears to have dropped 30–45%, and how brands should respond without damaging long-term growth.For DTC founders and operators scaling from $5M–$50M who rely on Meta as a core channel.In this episode:What Meta’s attribution change actually did Why social proof no longer shows up the same way How to interpret rising CPA and falling ROAS Why MER is a better north star right now The risk of over-retargeting after performance dips Who this is for:DTC founders, CMOs, and media buyers trying to make sense of Meta performanceWhat to steal:Shift from ROAS to MER as your primary KPI Keep funding top-of-funnel even when numbers look worse Use consistent attribution (MTA) to guide spend decisions Timestamps00:00 Meta attribution change explained02:00 Click vs engaged attribution breakdown04:00 Impact on ROAS and CPA metrics06:00 Social proof and ad performance insights08:00 Why engagement optimization can backfire10:00 Importance of multi-touch attribution tools12:00 How campaign strategy is shifting14:00 MER as a new performance north star16:00 Omnichannel and ecosystem thinking18:00 Meta automation and future attribution trends20:00 What brands should do right now22:00 Strategy mistakes and growth risksSubscribe to DTC Newsletter - https://dtcnews.link/signupAdvertise on DTC - https://dtcnews.link/advertiseWork with Pilothouse - https://www.pilothouse.co/?utm_source=AKNF605Follow us on Instagram & Twitter - @dtcnewsletterWatch this interview on YouTube - https://dtcnews.link/video