Insights
Straight answers on ecommerce growth: Meta and Google ads, ROAS and MER, conversion rate, order value, email and peak season. Written from inside the accounts we manage.
Your break-even CPA is lower than you think
Most brands judge Meta against a ROAS number someone once told them was good. The number that matters is what an order actually leaves you after every variable cost.
5 min read →
Cart to checkout: the leak nobody is watching
When cost per purchase rises but your ads look the same, the problem is often on the website, in the single step between the cart and the checkout.
4 min read →
Why a free gift beats 25% off
Peak season makes discounting feel unavoidable. The maths says a well-chosen gift with purchase usually wins on profit, and on what happens next.
4 min read →
What is a good ROAS for ecommerce?
A good ROAS isn't a universal number. It's the return that leaves you profit after product, shipping, fees and returns. Here's how to find yours.
6 min read →
MER vs ROAS: which should ecommerce brands track?
ROAS tells you how a platform thinks it performed. MER tells you how the business performed. You need both, but only one should run the decisions.
5 min read →
How much should a small ecommerce brand spend on Meta ads?
Start from what a customer is worth and work backwards. Your budget should be big enough for Meta to learn, and small enough that you can afford to learn.
6 min read →
How many new ads should you test each week on Meta?
Enough to keep finding winners, not so many that none of them gets a fair chance. The right number depends on your budget and target CPA.
5 min read →Advantage+ Sales campaigns: when should ecommerce brands use them?
Meta's automated sales campaigns can outperform manual setups, but only when you feed them proven creative and clear signals.
6 min read →Cost cap vs lowest cost bidding on Meta: which should you use?
Lowest cost buys volume. Cost cap buys control. The right choice depends on how many purchases you get and how firm your profit line is.
5 min read →Why did my Meta CPA suddenly go up? A diagnosis checklist
Before you pause ads or rebuild campaigns, find out which part of the funnel actually broke. The cause is often not the ads.
7 min read →How to scale Meta ads without killing performance
Scaling breaks most accounts because budgets jump faster than creative and conversion can support. Scale in steps, and scale the inputs, not just the spend.
6 min read →Creative fatigue on Meta: the signs and how to fix it
Every ad wears out. The trick is spotting fatigue early and refreshing the right part of the ad, not throwing away what works.
5 min read →
UGC vs founder-led ads: which converts better?
Both work, for different reasons. UGC proves the product works for people like me. Founder ads explain why the product exists. Most brands need both.
5 min read →What is a good conversion rate for a Shopify store?
Conversion rate depends on price, traffic source and category, so a single benchmark misleads. Here's how to judge yours properly.
6 min read →How to increase average order value on Shopify
Average order value is the quiet lever behind profitable ads. A higher basket lets you pay more for every customer without losing money.
6 min read →How to set your free shipping threshold
Set it too low and you give away margin. Set it too high and nobody reaches it. The right threshold sits just above where most of your orders land.
5 min read →Product page CRO: what actually moves conversion
Most product pages answer the questions the brand cares about. The pages that convert answer the questions the customer is asking.
6 min read →
Abandoned cart emails that actually recover sales
Most abandoned cart flows are a reminder and a discount. The ones that recover more sales answer the reason the person hesitated.
5 min read →The email flows every Shopify store needs
Automated flows earn money every day without new ad spend. Five of them do most of the work.
6 min read →Customer lifetime value: how to calculate it and use it
Lifetime value tells you how much a customer is really worth, and therefore how much you can afford to acquire one.
6 min read →Black Friday strategy for small ecommerce brands
Small brands can't outspend the big ones in November. They win by planning the offer, loading creative early and protecting margin.
7 min read →Google Shopping vs Performance Max for small Shopify brands
Google's automated campaign type is powerful, but small brands often get more control and clearer data from standard Shopping plus brand search.
6 min read →
Meta ads for beauty and skincare brands: what works now
Beauty buyers are sceptical, visual and research-heavy. The ads that sell answer "will it work for me?" faster than the competition.
6 min read →Ready to scale?
No pitches. No fluff. Just a straight conversation about your brand, your numbers and what growth actually looks like for you.
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