Ironfeed
The feed that actually feeds you.
I'm not a 22-year-old building my first startup in a dorm. I'm in my fifties, based in Buenos Aires, and I've spent most of my career running a digital marketing agency. For years a big chunk of my work has been managing product feeds — the files that push your catalog into Google Shopping, Meta, and a dozen other channels — for e-commerce and retail clients across multiple LATAM markets.
Feeds are the most boring, invisible part of performance marketing. Nobody brags about them. But they quietly decide whether campaigns make money or burn it. A malformed attribute, a wrong canonical, a missing GTIN, and suddenly Shopping performance tanks — and usually nobody notices for weeks because the dashboards still look "fine."
I kept hitting the same wall. The big tools (DataFeedWatch, Channable) work, but they're expensive, overbuilt for what most teams actually need, and not great at the one thing that matters most: telling you what's wrong with your feed before it costs you money. So I'd end up rebuilding the same diagnostic and optimization logic by hand, client after client, late at night.
At some point the obvious question hit me: why am I doing this manually for the hundredth time?
That's IronFeed. A feed management and auditing tool that catches problems early, optimizes for Google Shopping and other channels, and does it without the enterprise price tag or the week-long onboarding. I started with a free feed auditor as the entry point — paste your feed, see exactly what's broken — because that's the moment I wished I could have handed clients for years.
I'm building it slowly, alongside the agency, validating with real feeds from real accounts I already manage. No big funding story, no hockey stick yet. Just a problem I know intimately and a stubborn belief that it deserves a better tool.
Happy to talk feeds with anyone here — it's a weirdly deep rabbit hole once you fall in.
2 Comments
This post is your homepage, and your homepage is not. Right here you wrote the whole pitch: a missing GTIN or a wrong canonical, Shopping performance tanks, and nobody notices for weeks because the dashboards still look "fine." That is the specific horror every performance marketer has lived. Your actual H1 is "product feed management software for Google, Meta and TikTok," which is the exact category label DataFeedWatch and Channable already own.
You even named your edge over them: they manage feeds, they do not tell you what is broken before it burns your budget. That is your category, feed auditing, not feed management. And your entry point, "paste your feed, see exactly what is broken," is the sharpest free tool in this whole space, but the homepage buries it under "management software." Lead with the auditor and the early catch, not the category everyone else sits in.
And do not hide your best trust signal: this was built by someone who fixed these feeds by hand, client after client, at midnight, for years, not a funded team that read about feeds once. "Built by the agency veteran who got tired of catching GTIN errors at 2am" is a story DataFeedWatch cannot tell. What do the accounts you are validating with catch now that they were silently missing before?
One thing I'd be careful with:
The free auditor is an obvious entry point, but the real decision may be what kind of problem the auditor teaches users to care about.
Those are not always the same thing.
A lot of products accidentally attract people looking for free diagnostics when the actual buyer is trying to avoid a much more expensive outcome.
I wouldn't make that call casually in-thread because it can end up shaping who IronFeed attracts long before it affects the product itself.