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The Strat88 Blog

Growth, Explained

Strategy notes from the team managing paid media, retention, and CRO for eCommerce brands every day. No hype, just what the numbers say and what to do about it.

Bar chart showing the gap between reported ad ROAS and true incremental lift from an ad campaign Paid Media
Featured

Beyond ROAS: How to Run Incrementality Tests That Prove Your Ads Actually Work

Platform ROAS tells you what your ads touched, not what they caused. Learn how to run incrementality tests that reveal what your paid media truly drives.

Aug 17, 2026·5 min read
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Bar chart showing the gap between reported ad ROAS and true incremental lift from an ad campaign Paid Media

Beyond ROAS: How to Run Incrementality Tests That Prove Your Ads Actually Work

Platform ROAS tells you what your ads touched, not what they caused. Learn how to run incrementality tests that reveal what your paid media truly drives.

Aug 17, 2026·5 min read
Paid Media

Meta Just Passed Google in Ad Revenue: How to Rebalance Your Media Mix for 2027

Meta is projected to out-earn Google in ads for the first time ever. What the shift means for your media mix, and how to rebalance budgets for 2027.

Aug 10, 2026·5 min read
Paid Media

Meta Advantage+ Is Now the Default: What 91% Adoption Means for Your Account Structure

91% of Meta advertisers now run Advantage+ campaigns. Here is how to restructure your Meta ads account for the AI-default era without losing control.

Aug 4, 2026·5 min read
Paid Media

Structuring Your Meta Ads Account for Success

Retargeted shoppers convert up to 70% more often than cold traffic. Here’s the Meta ads funnel framework, plus Advantage+ and AOV tactics, that captures it.

Jul 28, 2026·4 min read
Paid Media

Performance Max in 2026: How to Stop AI Campaigns From Cannibalizing Your Branded Search

Over 60% of Google Ads spend now runs through Performance Max. Learn how to stop PMax from cannibalizing branded search, inflating ROAS, and hiding real costs.

Jul 22, 2026·5 min read
AI

AI-Referred Shoppers Now Convert 42% Better: What Agentic Commerce Means for Your Marketing

AI-referred shoppers already convert better than typical traffic, and checkout is moving into AI itself. What ecommerce marketers should do about it now.

Jul 13, 2026·7 min read
Paid Media

Q4 Paid Media Planning: Why Your BFCM Strategy Needs to Start in July

Q4 CPMs run 25-60% above annual average. Learn why winning BFCM paid media strategies start in July, and get our month-by-month planning framework.

Jul 6, 2026·6 min read
Growth Consulting

Focus on the Right Metrics: Why LTV, CVR, and MER Matter More Than Revenue

Revenue and traffic do not pay the bills. Learn why LTV, conversion rate, and MER are the three ecommerce metrics that actually determine profitability.

Jul 1, 2026·5 min read
Email & SMS

Flows Over Campaigns: Why 5% of Your Email Sends Should Drive 40% of Your Email Revenue

Email flows generate ~41% of email revenue from just 5.3% of sends. Here are the automated flows every ecommerce brand needs, and how to build them right.

May 8, 2026·5 min read
Growth Consulting

Fractional CMO vs Full-Time Hire in 2026: A Decision Framework for $1M-$10M Brands

1 in 4 US companies now uses fractional executives. A practical framework for $1M-$10M brands deciding between a fractional CMO and a full-time hire.

Mar 19, 2026·5 min read

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