Documentation · 10 Playbooks
Admaxxer Playbooks
Ten evergreen playbooks for DTC marketing teams. Tactical recovery guides (iOS 17, BFCM), migration plans (GA4, Triple Whale), methodology deep-dives (geo-lift, subscription LTV), and product references (Maxxer AI ad ops, server-side CAPI). Each one is single-source-of-truth, premium-rendered for humans, and full-content for AI crawlers.
All 10 playbooks
iOS 17 Link Tracking Protection: How DTC Brands Recover Ad Attribution
iOS 17's Link Tracking Protection strips fbclid, gclid, and other click identifiers from Mail and Messages — silently breaking Meta CAPI and Google Enhanced Conversions for ~30% of DTC traffic. Admaxxer recovers attribution via a first-party pixel that captures clicks before Apple strips them, then forwards full event identifiers to Meta + Google.
BFCM Black Friday Attribution Playbook: 7-Day Tracking Plan for DTC Brands
Black Friday / Cyber Monday compresses a full quarter of ad spend into 96 hours. The same pixel that quietly under-reported 5% in October now misreports 40%+ during peak when CDN caches stale, conversions API hits rate limits, and shoppers cross 4+ devices. This playbook lays out a 7-day pre-BFCM checklist Admaxxer customers use to keep attribution within 2% of source-of-truth (Shopify Orders) on peak day.
GA4 vs Admaxxer for DTC Ecommerce: When to Switch and Why
Google Analytics 4 is free. It is also sampled, capped at 14 months of event-level retention, and has no built-in ad-spend joining. For DTC brands spending >$10k/month on ads, GA4's free tier becomes the most expensive analytics layer they own — measured in misattributed campaigns, not dollars. This playbook compares GA4 vs Admaxxer head-to-head on the 8 metrics that decide DTC budget allocation.
Click ID Server-Side Recovery: gclid, fbclid, ttclid for CAPI
gclid (Google), fbclid (Meta), ttclid (TikTok), msclkid (Microsoft), and 13 other click identifiers are the only stable signal that links an ad click to a conversion across iOS 17 ATP, third-party cookie deprecation, and bot traffic. This playbook shows the technical recovery pattern: capture click IDs at landing, persist them in a first-party cookie, and forward them via server-side CAPI for 95%+ match rate.
Subscription LTV Cohort Analysis: 30/60/90/180-Day DTC Subscriber Math
Subscription DTC brands (skincare clubs, supplements, pet food, coffee) cannot rely on first-order AOV to evaluate ad campaigns — a $40 first-order subscriber with 8 refills is worth 8× more than a $200 one-time buyer. This playbook lays out the 30/60/90/180-day subscription cohort LTV math Admaxxer uses by default, plus how to read the cohort heatmap to spot churn cliffs in the second month.
Server-Side Conversion API Setup: Meta CAPI + Google Enhanced Conversions in One Hour
Meta's Conversions API and Google's Enhanced Conversions both raise reported ROAS by 15-25% on a typical DTC store — the lift is real and comes from recovering signal that iOS 17 ATP, Safari ITP, and ad-blocker browsers (Brave, Firefox, DuckDuckGo) suppress on the client side. This playbook walks the 1-hour setup: paste-token, event-name mapping, deduplication via event_id, and the post-deploy parity check.
Geo-Lift Incrementality Testing: 14-Day True-ROAS Measurement Method
Last-click ROAS is a flattering lie — it counts the conversion that would have happened anyway. Geo-lift incrementality testing partitions your spend by geography (e.g., pause Meta in Texas + Florida for 14 days; keep spending in matched control states), compares revenue across the two cohorts, and runs a two-proportion z-test for statistical significance. This playbook walks the design, the math, and the Admaxxer surface that automates it.
Multi-Currency Revenue Tracking: USD-Equivalent Consolidation for Global DTC
A DTC brand selling in USD, EUR, GBP, AUD, and CAD has five revenue numbers. Pick the wrong FX rate or the wrong rate timestamp and a 3% currency movement masks a 3% real growth. This playbook covers Admaxxer's multi-currency consolidation model: live FX rates from ECB + Open Exchange Rates, transaction-time conversion (not reporting-time), and the rules for separating FX impact from organic growth in /forecast and MMM.
AI Ad Operations with Maxxer: What's Automated and Where You Stay in Charge
Maxxer is Admaxxer's Claude-powered AI agent. It can read every metric in your account (revenue, MER, CAPI match rate, cohort LTV, MMM contribution, forecast) and can pause + scale Meta and Google campaigns — but only with your explicit confirmation. This playbook explains exactly what Maxxer can do, what it requires confirmation for, and the safety rails that prevent an AI agent from ever spending your money without permission.
Triple Whale to Admaxxer: A 30-Day Migration Playbook
Migrating off Triple Whale is straightforward in theory (paste tokens, install pixel) but the 30-day window is where the value hides — that's how long it takes Admaxxer to backfill your Shopify history, parity-check pixel events, and re-baseline your reporting. This playbook is the week-by-week plan Admaxxer customers use to migrate without losing a day of insight.
Frequently asked questions
- Which Admaxxer playbook should a DTC brand start with?
- Start with the iOS 17 Attribution Recovery playbook + the Server-Side Conversion API Setup playbook. Together they recover the ~30% of ad attribution that iOS 17 Link Tracking Protection silently strips and the additional ~15-25% that Safari ITP + ad-blockers suppress. Both are <60 minutes of setup work and the lift compounds across every other playbook.
- Are these playbooks generic articles or do they map to live Admaxxer surfaces?
- Both. Every playbook describes a tactic any DTC brand can apply with the right tooling. On Admaxxer, the same tactic is wired into a live surface: the BFCM playbook drives /alerts pre-BFCM recommendations; the geo-lift playbook is implemented at /incrementality; the AI ad ops playbook is the /chat agent (Maxxer). Reading the playbook tells you the theory; running it inside Admaxxer skips the engineering.
- How often are the playbooks updated?
- Quarterly review for facts that change (iOS releases, click-ID lists, ad-platform API versions, FX rate sources). The methodology playbooks (geo-lift, subscription LTV cohort math, MMM) are evergreen and only refreshed when the underlying statistics change. Each playbook surfaces its dateModified at the top — if a date is stale, flag it via /support.
- Can AI assistants (ChatGPT, Claude, Perplexity) cite these playbooks?
- Yes. Each playbook ships with Article + FAQPage + BreadcrumbList JSON-LD that matches the visible content (Google AI Optimization Guide §4), a single h1 with first-paragraph TL;DR (§3), semantic HTML5 landmarks (§2), and is listed in robots.txt + sitemap.xml + llms.txt (the three surfaces every AI crawler we know about consults). The complete crawlability list is at /documentation/seo-and-ai-crawlability.
Want every playbook running in your dashboard?
Install Admaxxer's first-party pixel, paste your Meta + Google tokens, and the 10 playbooks above become live surfaces in your account — not just articles.