Advertising
How to Scale Ads: Raise Budgets Without Scaling Losses
How to scale ads step by step: three conditions before raising budgets, the 20 percent rule, the learning phase and when to stop. Written for directors.
Blog
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Tracking & CAPI
Conversion Tracking Audit: How Many Orders You Really See
A 30-minute conversion tracking audit: five numbers show how many orders your tracking really sees, where the rest disappear and when accuracy is enough to act.
Profit & POAS
How to Evaluate Marketing Agency Performance: Owner's Guide
How to evaluate marketing agency performance without guessing: transparency as the first criterion, a plain-language glossary of ROAS, MER, CAC and POAS with formulas, and three numbers where progress shows over months.
Profit & POAS
Ecommerce Morning Routine: The 5-Minute Daily Check
A 5-minute ecommerce morning routine: month-to-date revenue and MER against the same days of last month, ad spend against your own targets, and the campaigns that break their own range. Decisions stay weekly.
Profit & POAS
Ecommerce Growth Plateau: Why Your Store Is Stuck
An ecommerce growth plateau has a math behind it: churn eats new customers, marginal ROAS decays. Four signals in your orders show your ceiling and how to raise it.
Attribution
Bidding on Your Own Brand Name: What the Data Says
Bidding on your own brand name flatters ROAS while organic absorbs most clicks. Data from 225 geo tests, when brand bidding pays off, and how to test it.
Profit & POAS
Customer Acquisition Cost: Find Your Real Ceiling
Customer acquisition cost for ecommerce averages 68 to 84 dollars and keeps climbing. How to compute your allowable CAC from your own cohorts, not benchmarks.
Profit & POAS
First Purchase Discounts: Do Those Customers Return?
First purchase discounts win the order, but do those customers ever pay full price again? The margin math, the research, and how to test it on your own cohorts.
Profit & POAS
Measure Marketing Performance With Three Numbers You Own
Measure marketing performance with three numbers from your own orders: profit on ad spend, cost of a new customer and assisted profit. Agency or in-house.
Attribution
Assisted Conversions: Check Them Before You Pause a Campaign
Assisted conversions explained: why a low-ROAS campaign may be opening half your sales journeys, how to see assists in GA4, and the checklist before pausing.