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.
Paid Media
Key takeaways Run the after action report within 48 hours, on six questions, while everyone still remembers what happened. Do not treat those numbers as final. Around 17% of holiday sales come back as returns, and in one account we manage roughly 31% of conversions landed more than seven days after the click. Judge the […]
Paid Media
First-party data now beats budget size as a paid media edge. Learn how to collect, structure, and feed customer data into Google and Meta for better ROAS.
Paid Media
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.
Paid Media
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.
Paid Media
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.
Paid Media
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.
Paid Media
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.
AI
AI-referred shoppers already convert better than typical traffic, and checkout is moving into AI itself. What ecommerce marketers should do about it now.
Paid Media
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.
Growth Consulting
Revenue and traffic do not pay the bills. Learn why LTV, conversion rate, and MER are the three ecommerce metrics that actually determine profitability.
Email & SMS
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.
Growth Consulting
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.
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