At Social Nucleus, we are dedicated to helping direct-to-consumer (DTC) ecommerce brands scale in a sustainable and profitable way. Through optimisation models, we have successfully driven incremental growth for our clients, particularly through Meta’s advertising platforms. In this edition of our newsletter, we will dive into why we prioritise the 7-day click optimisation window, avoid using the 7-day click and 1-day view model, and in which situations a 1-day click optimisation might be appropriate. Our goal is simple: ensure every click adds measurable value.

The Importance of Incremental Growth in DTC Advertising

For ecommerce brands, the objective is clear: growth. But sustainable, long-term growth depends on incremental improvements, small but consistent gains that accumulate into significant results over time. Incremental growth ensures that every advertising effort contributes measurably to business objectives, making scaling both profitable and
sustainable.

Choosing the right optimisation model is central to achieving this. At Social Nucleus, we primarily use the 7-day click window to focus on high-intent, incremental actions. In specific cases, we may consider a 1-day click optimisation model. Let’s explore why these choices matter.

Why We Use 7-Day Click as Our Primary Optimisation Model

The 7-day click optimisation model focuses on high-intent actions that reflect consumers who are more likely to convert. Here’s why it is the best fit for scaling DTC brands:

1. Aligns with Consumer Behaviour

The 7-day click window is well-suited to typical ecommerce buying behaviour, where consumers often take time to consider their options before making a purchase. Whether comparing prices or considering alternatives, many customers don’t make immediate decisions. Allowing for up to seven days from the initial click captures higher-intent buyers who may take longer to convert but are still valuable.

2. Greater Control Over Incrementality

The 7-day click model provides clearer attribution, focusing on actions that reflect meaningful engagement. By only tracking clicks, we can measure the incremental impact of our efforts. This ensures that conversions are more likely driven by advertising and not merely passive views, giving us confidence that our spend is contributing to growth.

3. Cleaner, Actionable Data

With the 7-day click model, we avoid passive data points like view-through conversions. The data we gather is cleaner and more actionable, allowing us to optimise for high-quality clicks that drive revenue. By focusing on active engagement, we ensure that Meta’s machine learning algorithms optimise for users who are likely to convert, improving long-term campaign performance.

When using the view window, this skews ad account data to create cases like capo/ other big spenders where the ad account ROAS is better then blended ROAS which creates confusion. Using click only attribution ensures that the ad account aligns more with backend numbers.

Why We Avoid the 7-Day Click and 1-Day View Model

The 7-day click and 1-day view model can be tempting because it tracks both clicks and views, but it comes with notable drawbacks:

1. Lower Incremental Value

This model includes passive views, which can dilute the incremental value of each conversion. Users who simply see an ad may not be actively considering a purchase. By including these passive engagements, the model makes it harder to accurately assess the real value your ads provide.

2. Overestimation of Impact

The 1-day view component can inflate your performance metrics, as conversions might be falsely attributed to users who saw an ad but were already planning to purchase. This leads to an overestimation of impact, making it harder to optimise for true, measurable growth.

3. Focus on Intent

We prioritise high-intent clicks over passive views. While awareness is important, it’s not the goal when optimising for conversion-driven campaigns. We want every click to reflect a strong likelihood of conversion, and the 7-day click and 1-day view model doesn’t align with this goal.

Not only does the 1 day view window mislead us as media buyers, but it also makes the machine lazy and directs it to start optimising for view through conversions, rather than meaningful click conversions.

When 1-Day Click Might Be Appropriate

Though we typically rely on the 7-day click model, there are instances where a 1-day click optimisation window might make sense. This model is suitable when purchase decisions are made quickly, such as with low-cost or impulse-buy products.

Use Cases for 1-Day Click:

  • Impulse Purchases: If your brand sells items like fashion accessories or consumables, consumers are more likely to make a decision immediately after seeing an ad. A 1-day click model captures these rapid conversions and ensures we’re optimising for quick, intent-driven actions.
  • Frequent Purchases: For brands with products that have a shorter purchase cycle or lower price point, the 1-day click model may help focus on immediate buyers rather than those who need more time to consider their options.

However, for higher-cost products or those with longer consideration periods, the 7-day click model is generally more appropriate. It allows for a fuller picture of customer intent and behaviour, ensuring that we capture those conversions that take a few days to finalise.

Making the Machine Work Hard for Every Click

At the heart of our optimisation strategy is the belief that every click should count. We strive to make the machine learning algorithms that power advertising platforms “work hard” to ensure each click reflects high-intent behaviour. By focusing on models like 7-day click, we maximise efficiency, ensuring that ad spend is tied to incremental growth.

When Meta’s algorithms work harder to identify and target high-value users, we reduce waste on low-intent clicks and passive impressions. This leads to more effective ad spend, higher ROI, and sustainable growth for your brand.

Final Thoughts

As your ecommerce advertising partner, our mission is to align our strategies with your business’s growth goals. By selecting the right optimisation models and focusing on incrementality, we help your brand scale without wasting spend on low-value clicks or passive
engagements. While the 7-day click window is our primary approach, we’re flexible and adjust strategies to meet the unique needs of each client.

It’s not about casting the widest net but about focusing on quality, ensuring that every click we drive contributes to incremental growth and profitability.

Here’s to your continued success and growth. As always, we’re here to optimise, scale, and help you thrive.