You’re not trusting the truth
😤The line item nobody trusts is the one that's telling the truth, ChatGPT Ads is becoming a more complete platform for advertisers, and more!
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In this newsletter, you’ll find:
😤The Line Item Nobody Trusts Is the One That’s Telling the Truth
📈 OpenAI Expands ChatGPT Ads Platform
🏆 Ad of the Day
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😤The Line Item Nobody Trusts Is the One That’s Telling the Truth
Every dashboard has that revenue bucket labeled direct or unattributed, and most teams treat it like noise, the leftover pile after the real channels get their credit. Backwards, actually. That’s the one number in the whole report that no platform can inflate, because nobody bought that traffic.
It’s messy, worth saying that up front:
Some of what lands in “direct” isn’t cold at all
Somebody saw a paid ad four days back, forgot about it consciously, came back on their own steam later
No platform’s attribution window was ever going to catch that correctly anyway
So the number isn’t a clean read on brand strength. It’s a proxy, and the honest way to use it is watching where it’s headed:
One supplement brand’s direct-attributed revenue: January: 18% June: 31% Same spend. Same offer. Nothing else changed.
Whatever shifted in those months, more people were choosing to come back without being paid to. That’s the number worth putting in front of a board, not blended ROAS.
Getting that trend used to mean an export every month, tagging source by hand, rebuilding the same pivot table each time someone asked for an update. That part stopped being necessary.
Ask the AI connected to a live Omnisend account what share of this month’s revenue arrived with no discount code and no ad click attached, and the real number comes back pulled from the account itself.
Runs on infrastructure already serving 150,000+ brands, averaging $79 back per dollar spent, migrating a setup free within five days. You can connect your AI and run your first prompt today!
Pull the last two quarters this week. The trend, not the single figure. If it’s sliding the wrong way, that’s the retention conversation nobody’s actually having.
📈 OpenAI Expands ChatGPT Ads Platform
OpenAI rolled out a broad set of updates for ChatGPT Ads, adding new targeting, campaign management, AI-assisted creative tools, and expanding advertiser access to more markets.
The Breakdown:
Better Audience Targeting - Advertisers can now upload audience lists using raw or hashed emails and phone numbers, apply bid multipliers, and include or exclude customer segments from campaigns.
New Campaign Management Tools - OpenAI introduced an Overview tab with account health insights, performance trends, and recommended actions, alongside suggested ad drafts that prefill creatives using website metadata.
AI Helps Create Ads - ChatGPT Ads can now generate ad variations from a brand’s website and campaign settings, allowing advertisers to review, edit, duplicate, and publish creatives more quickly.
More Markets, New Formats - ChatGPT Ads are now available in Japan and South Korea, while refreshed static ad cards with larger visuals and a cleaner layout are rolling out across web and mobile.
OpenAI is rapidly building ChatGPT Ads into a more complete advertising platform. The latest updates simplify campaign creation, improve audience targeting, and reduce the work needed to launch and optimize ads while expanding the platform’s global reach.
🏆 Ad of the Day
What Works:
Pastels Signal Premium - The pastel palette immediately communicates calm, gentle skincare and premium positioning, strengthening message-market fit while the contrasting bottles create a clean pattern interrupt in-feed.
Hierarchy Drives Attention - The oversized headline leads the eye quickly, while the layered hands and bottles create depth that improves thumb-stop ratio and keeps attention moving through the creative.
Packaging Builds Recall - Distinctive bottle colors, vertical labels and repeated product shapes make the range easy to recognize, giving the brand stronger visual consistency and better branding recall.
Use product colors as the educational hook, then connect each shade to a specific benefit or emotion. That turns packaging design into persuasive product communication.
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