Blog
· Performance Marketing
What is ROAS and how do you calculate it?
The ROAS formula, a worked example, how ROAS differs from ROI and POAS, and how to tell whether your ROAS is actually good based on your own margins.
· Performance Marketing
Break-even ROAS: set target ROAS from your margin
How to calculate break-even ROAS from your contribution margin, why shipping, payment fees and returns belong in that margin, and how to enter target ROAS in Google and Meta.
· Performance Marketing
Meta ads campaign structure for ecommerce
Prospecting versus retargeting, Advantage+ sales campaigns, consolidation, creative testing cadence and a starting budget framework for structuring an ecommerce Meta account.
· Performance Marketing
Product feed optimisation for Performance Max
Which Merchant Center attributes matter, title formulas by vertical, custom labels for margin-based bidding, feed rules, and the most common reasons products get disapproved.
· Performance Marketing
Why server-side tracking and Conversions API matter
Why browser-based tracking loses data, and how Meta's Conversions API, Google enhanced conversions, server-side GTM, event_id deduplication and consent mode fit together.
· SEO and GEO
How to do ecommerce SEO: a step-by-step guide
From keyword research and site structure to product pages, category pages, technical SEO, content and links: ecommerce SEO in the order that actually works.
· Performance Marketing
How much should you spend on Meta ads?
How to work backwards from target CPA, contribution margin and the learning phase's data needs to set a Meta ads budget, with a worked example table.
· Conversion Optimization
Why Shoppers Abandon Carts and How to Fix It
A practical look at why shoppers abandon carts, based on Baymard research, with a checkout UX fix list and a recovery flow you can start testing this week.
· Conversion Optimization
How to increase your ecommerce conversion rate
How to calculate conversion rate correctly, segment it by device and channel, and lift it with an action list ranked by impact instead of guesswork.
· Ecommerce Growth
How to grow a stagnant ecommerce store
Diagnose flat ecommerce revenue with four multipliers: traffic, conversion rate, average order value and repeat purchase. Includes a prioritization table and a 90 day plan.
· Conversion Optimization
How Core Web Vitals Affect Your Conversion Rate
What LCP, INP and CLS measure, the thresholds Google calls good, how to measure them and how to fix the speed issues that hurt ecommerce conversion.
· SEO and GEO
How to write SEO-friendly product descriptions
Replace manufacturer copy with descriptions that rank and sell: a reusable template, a worked example, keyword placement and a way to prioritize large catalogs.