If you’re running an ecommerce business and obsessing over ROAS, it might be time to shift your focus. Here’s the uncomfortable truth: your ROAS might look healthy, but it could be holding you back. ROAS Looks Good – Until It Doesn’t Let’s take a real example. One of our clients

It’s a question that pops up time and time again when I speak with founders and growth leads: Should we focus more on CAC Payback Period or Repurchase Rate? And as always, the answer starts with it depends – on your category, your stage, and your goals. But for most

If you want to make your e-commerce marketing more efficient, there’s one place you should start before anything else – and it’s not your creatives, your audience size, or even your platform strategy… It’s your customer base. Specifically, how recently each person last bought from you. This isn’t a nice-to-have

Before running an agency, I was the one hiring them. As a founder, a consultant, and a head of growth, I reviewed countless reports telling me ads were “working”. The usual story? A healthy ROAS, maybe a solid CPA. But the one number no one gave me was the most

We were recently working with an established ecommerce brand that claimed their customer lifetime value (LTV) was £150. Based on that, they were happily acquiring customers at up to £50 CPA. On the surface, fair enough.. But once we got into their data, it quickly became clear: the £150 figure

Agencies get laser-focused on boosting LTV, while the fundamentals of cash flow get overlooked. And here’s the issue – LTV is a time-based metric. You don’t earn it overnight. What you should be aiming for is LTV growth inside 90 days. After that point, the financial strain kicks in –

If you’re in e-commerce, chances are you’ve been told to track your returning customer rate. On the surface, it sounds like a retention metric – a measure of how well you’re keeping customers coming back. But here’s the truth: it’s not about retention at all. Let’s break it down properly,

Running ads without knowing your key numbers is like driving blindfolded. These four metrics will tell you what’s working, what’s not, and where to scale. Let’s break them down with real-world context. 1. What’s Your Real CAC Limit Based on Margins? Why it matters: If your margins can’t support your

With the rise of AI-driven tools like ChatGPT, Gemini and Claude, a new kind of referral traffic is quietly growing in your analytics reports. Users are increasingly discovering brands, products and services through large language models (LLMs), and if you’re not tracking this traffic properly in Google Analytics 4, you’re

Most marketers think they’ve got a handle on ROAS. They don’t. It’s one of the most misunderstood metrics in paid media – and yet, it’s the one businesses obsess over the most. Open Meta Ads Manager or Google Ads, and you’ll see a shiny ROAS figure staring back at you.