# CHANNEL SETUP — US VARIANT

> **Region:** United States, Canada
> **Currency:** USD
> **Top platforms:** Meta + Google + TikTok (B2C); LinkedIn (B2B)
> **Privacy law:** CCPA/CPRA (CA), VCDPA (VA), CPA (CO), CTDPA (CT), UCPA (UT), TDPSA (TX) — patchwork state-level
> **Tracking:** iOS 14.5+ ATT impact ~30% signal loss; CAPI/Conversions API mandatory

---

## Top 5 channels for US market

### 1. Meta (Facebook + Instagram)

**Why first?** Largest B2C audience, mature ad ecosystem, advanced ML targeting (Advantage+).

**Setup checklist:**
- [ ] Meta Business Suite created with verified domain
- [ ] Pixel installed + verified events (Pageview, AddToCart, Purchase, Lead)
- [ ] Conversions API (CAPI) deployed via Shopify/GTM/server-side
- [ ] Aggregated Event Measurement: 8 events ranked by priority (Purchase #1)
- [ ] Domain verified in Meta Business Manager
- [ ] Catalog uploaded (e-commerce only) — DPA-ready
- [ ] Custom audiences created (website visitors, customer lookalikes)
- [ ] CCPA opt-out signal handling (Limited Data Use flag for CA users)

**Common pitfalls:**
- Not using Advantage+ campaigns — manual interest stacking is now sub-optimal vs ML
- Forgetting CAPI dual-tracking → ~30% signal loss post iOS 14.5
- AEM event ranking wrong (Purchase should be #1 priority)
- Audience overlap between ad sets (use Audience Overlap tool monthly)

### 2. Google Ads (Search + YouTube + Performance Max)

**Why second?** Intent-driven (Search), mass reach (YouTube), AI-powered (Pmax).

**Setup checklist:**
- [ ] GA4 property + Google Ads linked
- [ ] Enhanced Conversions configured (hashed PII upload)
- [ ] Consent Mode v2 (for CA Privacy Rights and any future federal law)
- [ ] Conversion goals set (Purchase value-based, primary)
- [ ] First-party audience lists uploaded
- [ ] YouTube channel claimed + linked for video ads
- [ ] Brand keyword campaign running (don't let competitors steal brand)

**Common pitfalls:**
- Pmax cannibalizing Brand Search (negative brand keywords on Pmax)
- Not configuring Enhanced Conversions → 15-30% conversion under-reporting
- Auto-applied recommendations (turn OFF — Google's recommendations are biased to spend more)

### 3. TikTok Ads

**Why third?** Gen Z + younger Millennials, lowest CPM among major platforms in 2026, best for video.

**Setup checklist:**
- [ ] TikTok Business Center + Ads Manager
- [ ] TikTok Pixel installed + Events API
- [ ] Spark Ads enabled (boost organic creator content)
- [ ] Catalog connected (e-commerce)
- [ ] Smart Performance Campaign tested for scale

**Common pitfalls:**
- Treating TikTok like Meta — algorithm rewards different creative styles
- Not using UGC creators (organic-style ads outperform polished)
- Skipping Spark Ads — 2-3x lower CPM vs Standard ads

### 4. LinkedIn (B2B critical)

**Why?** Default B2B in US — 90% of B2B marketers use LinkedIn ads.

**Setup checklist:**
- [ ] Company page complete + verified
- [ ] LinkedIn Insight Tag installed (matches users to LinkedIn profiles)
- [ ] Conversion tracking via Insight Tag
- [ ] Matched Audiences (uploaded contact list, website retargeting, account-based)
- [ ] Form Ads configured (in-feed lead gen)

**Common pitfalls:**
- Underbidding on CPC (LinkedIn min ~$8-12 for B2B targeting)
- Not using Matched Audiences (most powerful feature ignored)
- Targeting too narrow — LinkedIn audiences are smaller than Meta

### 5. Email + Klaviyo (e-commerce) / Mailchimp (general)

**Why?** Owned channel, no algorithm risk, highest ROI ($36 per $1 spent — Litmus 2024).

**Setup checklist:**
- [ ] Domain authentication: SPF + DKIM + DMARC (DMARC mandatory now per Gmail/Yahoo Feb 2024)
- [ ] Klaviyo (Shopify default) or Mailchimp (general) account
- [ ] Welcome flow (5-7 emails) live
- [ ] Browse abandonment + cart abandonment flows
- [ ] Post-purchase flow (review request + cross-sell)
- [ ] Segmentation: Engaged (last 30d), Lapsing (60-90d), Lost (>180d)
- [ ] CCPA opt-out automation (CA residents)
- [ ] CAN-SPAM footer (physical address, unsubscribe link, no deceptive subjects)

**Common pitfalls:**
- Sending to Lost segment ages → spam complaints → deliverability tanks
- No DMARC → Gmail sends to spam by default since Feb 2024
- Welcome flow too long (>7 emails) → fatigue

---

## US-specific tracking & compliance

### Multi-touch attribution stack

| Tool | Purpose | Cost |
|------|---------|------|
| **Triple Whale** | DTC attribution (Shopify + Meta + Google + TikTok) | $129-299/mo |
| **Hyros** | DTC attribution alternative (more affiliate-focused) | $199-499/mo |
| **Northbeam** | Mid-market+ attribution | $1K-5K/mo |
| **GA4 + BigQuery** | DIY attribution for technical teams | Free + storage |

**For sub-$50K/mo ad spend:** GA4 + Meta CAPI is enough.
**For $50K-500K/mo:** Triple Whale or Hyros.
**For $500K+/mo:** Northbeam or custom data warehouse.

### Privacy compliance

- **Federal:** No comprehensive privacy law yet (APRA pending). Sectoral laws apply: HIPAA (health), GLBA (finance), COPPA (under-13).
- **State:** California's CCPA/CPRA strictest — must honor opt-out preference signals (GPC), Limited Data Use signal for ad tracking.
- **Practical rule:** If you handle California users (you do — CA is 12% US population, ~16% of US e-commerce GMV), comply with CCPA.
- **Cookie banners:** Required in CA, becoming common practice nationwide.

---

## US output template addition

```markdown
## US Setup Status (after this skill)

### Phase 1 Channels Active (week 1-2)
- [x] Meta: Pixel + CAPI + 1 Advantage+ campaign live
- [x] Google: GA4 + Enhanced Conversions + Brand campaign
- [ ] TikTok: pending creator briefs (skill 06)

### Phase 2 (week 3-4)
- [ ] TikTok Spark Ads
- [ ] LinkedIn (if B2B)
- [ ] Email welcome flow

### Tracking ready
- [x] Triple Whale connected
- [x] CAPI deployed (server-side)
- [x] DMARC configured
- [x] CCPA banner live for CA users

### Spend ramp
- Week 1-2: $50/day Meta only
- Week 3-4: +$50/day Google
- Week 5-8: +$50/day TikTok
- Total month 1 spend target: ~$3,000
- Target ROAS: 2.5x by end of month 2
```

---

## Common pitfalls (US-specific)

1. **Not configuring CAPI on day 1** → Meta loses ~30% signal post iOS 14.5
2. **Auto-applied Google recommendations ON** → bid inflation
3. **Treating TikTok like Meta** → polished ads underperform UGC
4. **No DMARC** → Gmail/Yahoo block since Feb 2024
5. **Cookie banner missing on CA traffic** → CCPA fines (max $7,500/intentional violation)
6. **Brand keyword unprotected** → competitors steal 10-25% brand searches
7. **Pmax + Brand Search cannibalizing** → use brand exclusion in Pmax
8. **No first-party data ready** → ML targeting weaker over time
9. **iOS-only conversion rules** → ignore Android signal (still ~50% mobile traffic)
10. **Forgetting state laws beyond CA** → VA/CO/CT/UT now have privacy laws too

---

## Region quick-wins (US)

- Connect Triple Whale on day 1 (saves 30 days of attribution headaches)
- Run Meta + Google + Email FROM DAY 1 (don't wait for "perfect setup")
- Use Klaviyo if Shopify (default integration; no DIY needed)
- Negative-keyword Brand on Pmax (prevent cannibalization)
- DMARC enforcement on send domain (mandatory for Gmail/Yahoo deliverability)
