The Ecommerce Playbook Podcast

Hosted ByTaylor Holiday & Richard Gaffin

2020 transformed the world of ecommerce forever. For the modern DTC brand, the rewards have never been greater. But the waters have also never been choppier, and the way forward has never been more uncertain. So how do you navigate this dangerous new reality? No matter how you do it, you’d better not do it alone. That’s where the Ecommerce Playbook Podcast comes in — join Common Thread Collective’s Taylor Holiday & Richard Gaffin as they bring you guiding insights from across CTC’s portfolio of growing DTC businesses. Whether you need a clear view on the macro issues affecting the world.

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The Ecommerce Playbook | We Tested AppLovin Discovery for 4 Months. Here’s What Happened.

May 26, 2026 The Ecommerce Playbook Podcast 00:20:59
The Ecommerce Playbook Podcast
The Ecommerce Playbook Podcast
The Ecommerce Playbook | We Tested AppLovin Discovery for 4 Months. Here's What Happened.
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CTC’s AppLovin specialist Connaugh is back four months after our first episode on the platform to break down what’s actually working. Discovery campaigns are averaging 284% incrementality, 45-60 second video creative is where the spend goes, and the tactical playbook is starting to take shape.

If you’re running an 8-figure ecommerce brand and haven’t tested AppLovin yet, this episode makes the case for why you should.

Topics covered:

  • AppLovin’s new Discovery campaign type and how it differs from Prospecting

  • Incrementality test results: 284% average on Discovery vs. 141-150% on Prospecting

  • Why 45-60 second video creative gets 44% of total AppLovin spend

  • The creative set hack for granular reporting

  • How to drip new creative without tanking performance

  • Product catalog segmentation by campaign

  • CTC’s $5K spend match partnership with AppLovin

Key stat: Discovery campaigns are driving 85-90% completely new visitor traffic with 190% incrementality (excluding outliers).

Show Notes: