Blog · Tactical posts
Tactical posts. No fluff. No "10 tips for ROAS."
Field notes on Shopify D2C ad management — PMax architecture, branded-search inflation, contribution margin tracking, creative testing pipelines.
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The platform-vs-Shopify ROAS gap, in one number
Why your ROAS is lying to you — and how to calculate real D2C ad profitability.
The 4 mechanisms by which platform-reported ROAS over-states real Shopify revenue in D2C accounts: branded-search inflation, PMax cannibalization, retargeting overcount, and last-click attribution bias.
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