Scaling on Meta is all about efficiency — smart spending and maximizing returns. That’s why we're launching our newest innovation ConversionIQ ⚡️ Send enriched, predictive, high-value events to Meta to improve targeting and campaign performance. We’re also relaunching our extremely popular Efficiency Guarantee™️ to prove out the value. Here’s how it works: → Run a free 14-day test to see how ConversionIQ compares to your top Meta campaign. → If we lose, we’ll fully reimburse you for any lost revenue. That means zero risk. We're so confident that it'll outperform your best campaign that if it doesn't, our CEO @1alexsong1 will cut you a check for any lost efficiency. Seriously. A check, a wire, cold hard cash. Your choice 💰 What are you waiting for? Apply Now 👇 bit.ly/4aAdefS

Over 100 people applied to join our Soho Breakfast Shuffle event last week. We sadly had to cap it at 30, but I think it's safe to say it was a big success, and we'll be doing many more! We were joined by some of the sharpest people in eCommerce (@WarbyParker, @eightsleep, @eatmagicspoon, @DrSquatchSoapCo & more) for curated workshops and intimate conversations that actually matter. Seeing 30 eCom operators come to @ProximaAI HQ bright and early to connect over real challenges was something special. You could feel the energy as conversations moved from surface-level introductions to deep dives into what's actually keeping people up at night. Here are some themes that kept coming up: → Operational optimization: Everyone's wrestling with tech stack decisions, AI implementation, and performance media evolution. → TikTok: We had attendees fill out a form sharing what they're trying to accomplish on TikTok, how their brand shows up there right now, and what kind of content they're making. This interactive nature had people leaning in, asking follow-up questions, and genuinely engaged. → There was a palpable hunger to connect and have substantive conversations with peers. People are tired of the same big conferences and loud happy hours. Instead, they're craving more intimate gatherings and opportunities to actually talk. On top of the great turnout, nobody left early. And person after person stopped to say: "Please let us know when this is happening next." That's when you know you've created something people want. Thank you to @Techweek_ by a16z, the Proxima team, and our amazing co-hosts Kate MacCabe (@FlywheelStratCo) and Jesse Rubinstein (Hello There Collective) for helping bring this vision to life. And thank you to all the attendees who came ready to share their challenges, admit to what isn't working, and celebrate what is. You created the kind of environment where real learning happens. More shuffles ahead 🤝 PS - We catered a full spread from Sadelle's. Where should we order from next time? 🥯 #NYTechWeek

T-2 days till the best Thursday morning of your life: The Soho Breakfast Shuffle! 🥯 In just 48 hours, we're hosting an action-packed workshop and networking at Proxima's Soho HQ in partnership with Kate MacCabe (@FlywheelStratCo) and Jesse Rubinstein (Hello There Collective) and @Techweek_ by a16z. We never host just to host—we’re bringing together some of the brightest minds in eCom for a rotating roundtable of curated, productive conversation...and a breakfast spread brought to you by Sadelle's. Join a room full of brand leaders, operators, and growth experts this Thursday at 8:30AM if you're scaling or just want to connect with some new, incredibly intelligent people in the NYC commerce scene. Spots are filling up (in typical NYC fashion, the office is only so big) so RSVP here: partiful.com/e/fGpgQXNZQTjYz… #NYCTechWeek

Most networking events feel random. This one won’t. Come join us on Thursday, June 5th, for the Soho Shuffle! 🥐 Come stop by Proxima HQ at 8:30AM for a morning pick-me-up! We partnered with Hello There Collective and @FlywheelStratCo to bring some of the brightest minds in e-comm together for a morning of mini roundtables, meaningful convos, and breakfast catered by Sadelle's. Here's what's on the menu: 🔄 Rotating roundtable convos (no awkward small talk) 🥐 Casual breakfast good vibes 🫱🏾‍🫲🏻 A room full of brand operators, agency leads, and growth experts If you're scaling, strategizing, or craving a great networking experience, this one's for you. We can't wait to chat. RSVP here: partiful.com/e/fGpgQXNZQTjYz…

250M people shop through Meta every year. Yet, brand’s shops fall short when it comes to converting them. Here’s a 5-step playbook to get your Meta Shop in top shape:

95% of the apps we get pitched at Obvi add 0% incremental value to our business. In eCom, the brutal reality is that nearly everybody is out to get a piece of your margin, and if you’re not careful you’ll end up with $0 in take-home profit. We’ve had to learn this the hard way…

Are You Falling for “Best Practice Bias” on Paid Social? Many media buyers in 2025 question whether audience targeting still works. The current status quo is to stick to broad or let ASC do it's thing... and yes that "can" work but you can also eat cereal with water. But you shouldn't... Sure, broad can work. But when did we start blindly following what Meta tells us without testing for ourselves? If you’re putting 100% of your budget into a single broad-based strategy just because it’s the flavor of the day, you’re leaving money on the table. Here’s why audience targeting still matters—and how to test it effectively: 1) Interest-Based Audiences A great way to reach people who should love your brand but haven’t discovered it yet. - Directly Related: If you sell skincare, target beauty brands, influencers, and skincare enthusiasts. - Tangentially Related: Think lifestyle—Lululemon, Whole Foods, SoulCycle, high-end travel. Quick Test: - 3–5 ad sets (CBO) - Each ad set targets a category (beauty, fitness, travel, etc.) - Budget = 7 purchases/day per ad set (7 x CPA x # of ad sets) - Use top 5–7 high-performing Post IDs from the last 14 days 2) Lookalike (LAL) Audiences LALs aren’t dead. You just need the right seed LAL percentage. Try these: ✔️ Value-based (people similar to your highest-value customers) ✔️ Pixel-based (people similar to all customers) ✔️ Social (FB/IG engagers, video viewers) ✔️ Klaviyo (email subs, past buyers) Quick Test: - 3–5 ad sets (CBO) - Each ad set = different LAL seed (value, pixel, social, etc.) - Budget = 7 purchases/day per ad set (7 x CPA x # of ad sets) - Test 10% LALs (broader = better for larger spenders) 3) Proxima AI Audiences (shameless plug) If LALs are gas, Proxima is rocket fuel. They analyze $20B in Shopify purchases to build AI-powered lookalikes. The result? Smarter audience targeting beyond broad. Example: Pestie scaled $6M in incremental ad spend while maintaining CAC with AI Audiences. 4) Retargeting Audiences Yes, retargeting is weaker post-iOS14. But it still works if structured correctly. Quick Test: - L365 (Long Window): Anyone who engaged with your brand in the last year - L30 (Recent Window): Hot leads from the last 30 days - Don’t over-segment. Bigger audiences = more optimization power. TL;DR: - Broad & ASC work, but don’t ignore audience targeting - Interest-based LALs still drive scale if tested properly - AI Audiences take it a step further - Retargeting isn’t dead—just needs a better setup Your audience strategy should fuel your brand’s growth, not just follow the latest trends.

Alex is willing to cut people a check for any lost revenue if your test with @ProximaAI doesn’t work out. Who else is doing this? No one.

Ashvin (CMO of @my_obvi) said something about Proxima that caught me off guard... His exact words: "We saw the numbers come in, and to our surprise, it was actually something scalable." We were discussing how they tested @ProximaAI audiences against Meta's broad targeting. That "to our surprise" grabbed my attention. I understand the skepticism. It's hard to believe that Proxima's technology can compete with Meta's Broad Targeting and Advantage Shopping Campaigns, but not only can they, they can do you one better: Within 2 weeks, @ashvinmelwani was hitting target CPAs and outperforming their existing strategy. But I'm not surprised—we've done this for our customers over and over again. → @c4energy: profitably Scaled MoM ad spend by 50% while reducing CPAs by 20% → @VenusetFleur: Profitably scaled ad spend 73% while cutting CPA by 29% → @LifeMD: Lowered Meta CPAs 20%, saved $5M in buying costs, and scaled TikTok ad spend 50%. The data speaks for itself. If you're thinking of testing, but don't want to commit just yet, listen up. We've launched our new ConversionIQ feature, using advanced conversion pixel technology to send predictive & enriched first-party data back into the ad platform. And you can test this feature against your top campaign for free with our Efficiency Guarantee (yes, we brought it back). It's a 14 day free trial. If ConversionIQ is less efficient, we'll cut you a check for any lost revenue. So if you're curious, apply below.

Our Efficiency Guarantee™️ is BACK! @ProximaAI's latest ConversionIQ tests have been driving the best results we've ever seen. And we want to prove the value to you w/o any risk. Here's the deal: → Run a free 14-day test to see how ConversionIQ compares to your top Meta campaign → If we're less efficient, I'll personally cut you a check for any lost revenue It's not too good to be true—we're just that confident. Confident enough to bet it will work for you. Link below to apply. PS - Last time we ran this guarantee, spots filled up within hours. We ran >80 tests and wrote only 3 checks.

What’s working for me currently 👇👇 Cost caps creative load. Cost caps are peak at highest peak creative volume. Aim for more and less “perfection” double down on winning concepts. Goal is to fill campaigns with as many creatives as possible. This gives Meta the most opportune ability to spend at xyz cap. Typical campaign structure at $100-200k in daily spend. EVERGREEN: ABO broken out by creative (tCPA) CBO with winning adsets from ABO (tCPA & tROAS) - ABO CBO also has an evergreen adset with a winning @ProximaAI audience, & adset with 1% 180D purchase LaL. ASC with winning ads from ABO (tCPA & tROAS) ASC Promotion campaign (tCPA & tROAS) - 1 campaign per promo. Let me know if this helps or if you have any questions.

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"Best practices" in DTC can be dangerous. Follow them blindly and you’ll hit dead ends or miss major opportunities. “Best” doesn’t really mean “best” here. It means “common”. Here’s how “uncommon practices” have helped us scale beyond $80M