We looked at the revenue data from 100 e-commerce brands, and September brought some noticeable shifts across marketing channels. While Google Ads and Direct Traffic remained steady leaders, Meta Ads saw a sharp decline, and Email made one of the strongest gains of the month. Brands also continued leaning into owned channels like SMS and SEO, both of which posted solid growth. Here’s what stood out from the data.
Email (+17%)
Organic Search (+24%)
SMS (+38%)
Decliners
Meta Ads (-72%)
Organic Social (-50%)
What is going on with Meta Ads?
“For example, we will combine certain interests that fall within the same sports category, film and music genre, car models or food and drink type.” — Meta