Social that sells, not just posts.
Social is the channel most stores work hardest at and understand least: a posting schedule judged by likes, ads judged by the platform's own scorecard, and nobody able to say what any of it earned. We run social the way we run everything — driven by your data, measured in the journey.
How store social usually works.
None of this is laziness — it's what social looks like when it never meets the rest of your data.
The hamster wheel
A posting cadence kept up for its own sake, content guessed from trends, success measured in likes and reach — numbers that don't buy anything and never meet your sales data.
Boost-button budgeting
Paid social run on the platform's suggestions: boosted posts, broad lookalikes off a pixel that consent banners half-blinded. The platform grades its own homework and always gives itself a good mark.
The attribution black hole
Social claims assisted revenue nobody can verify, or gets written off as unmeasurable. Both are wrong — the journeys exist, they're just scattered across tools that never meet.
Social joins the journey
Social clicks and visits are stitched into the same visitor journey as everything else — so social is finally measured in what it actually does: journeys started, assists on the way to purchase, and revenue, first touch to repeat order. Not likes, not platform-reported ROAS. In the sample report's channel table, social's row is nearly empty — which the report flags for what it is: an untapped channel, not a failed one.
Paid social on scored audiences
The same 49-signal engagement scoring that drives the Google Ads service feeds paid social: scored tiers become custom and lookalike audiences, so campaigns start from shoppers who behave like buyers — measured from your own sales data, not the platform's guess. Cold prospecting gets smarter seeds; warm retargeting stops relying on a consent-blinded pixel.
The data briefs the content
Organic stops being guesswork when the field says what shoppers actually do: the products they compare, what they come back to twice, what's rising in demand before it peaks. That becomes the content brief — post about what your data says people are deciding on right now, on the platforms your customers actually use, whether that's Meta and Instagram, TikTok or Pinterest.
Measured like every other channel
Social gets a section in the monthly report next to ads, email and search: what ran, what it earned in journeys and revenue, and last month's social calls scored HIT, MISS or LEARN like everything else. If organic starts journeys that paid search closes, the report shows it — social finally gets the credit it earns, and only that.
What you actually get
- Your scored audience tiers exported to the social platforms — warm retargeting and lookalike seeds from your own data
- Paid social campaigns run on those signals (Growth Partner) or specified for whoever runs them (Monthly Dashboard)
- Content briefs from real shopper behaviour and demand data — what to post, when, and why
- The platform mix chosen per store — Meta, Instagram, TikTok, Pinterest — by where your buyers actually are
- A social section in every monthly report: journeys started, revenue earned, last month's calls scored
Same split as ads: on Monthly Dashboard the findings and audiences go to whoever runs your social; on Growth Partner, we run it.
Social: effectively absent
The sample report's channel table shows social at almost zero sessions — flagged not as failure but as an untapped channel next to a working paid-search engine. That gap is the opportunity this service exists for.
Engagement scoring
The scored tiers that drive ads bidding also seed social audiences — one scoring engine, every paid channel pointed at measured intent.
You're probably wondering.
01We already post regularly — why isn't it selling?
Usually because nothing connects the posting to the buying. If social's results are measured in likes, nobody can see which content starts journeys that end in orders — so content drifts toward what performs on the platform instead of what sells. Stitching social into the journey is what turns 'we post a lot' into 'we know what to post.'
02Which platforms do you work with?
The ones your customers are on — that's a data question, not a preference. For most mid-size ecommerce that means Meta and Instagram first, with TikTok or Pinterest where the audience and the products fit. The field shows where social journeys actually start, and the mix follows.
03Do you produce the content?
The briefs, always — what to post, about which products, aimed at which audience, and why the data says so. Whether your team produces the creative or we arrange it is decided per store, same as with SEO content. Modern tooling has made production the cheap part; knowing what's worth producing is the hard part, and that's what the field answers.
Make social a channel, not a chore.
Bring your social accounts to the Fit Call — whether the effort is going where your buyers are is usually visible within minutes.