Insights
Practical writing on ecommerce growth: fractional CMO leadership, paid media, creative testing and measurement.
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NC-ROAS: How to Calculate New Customer ROAS and Set a Floor
NC-ROAS, or new customer ROAS, is revenue from first-time customers divided by total ad spend across every channel. It leaves out repeat orders that would have arrived anyway,…
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Marginal ROAS: How to Tell When the Next Dollar Stops Paying
Marginal ROAS is the revenue the next dollar of ad spend brings in: the change in revenue divided by the change in spend between two budget levels. Average…
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What Is a Good ROAS? 2026 Benchmarks and the Break-Even Test for Ecommerce
A good ROAS is any ROAS above your break-even ROAS, which is 1 divided by your contribution margin before ad spend. A store that keeps 40% of each…
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Meta Attribution Window: Which Setting to Use in 2026
Meta’s attribution window is the period after someone clicks, engages with or views an ad during which a purchase is credited to that ad. The 2026 default for…
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Break-Even ROAS Calculator: Find the ROAS Your Margins Need
Break-even ROAS is the return on ad spend at which advertising pays for itself and nothing more: 1 divided by your contribution margin before ad spend. The calculator…
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Google Ads for Shopify: Setup, Structure and Tracking for Brands at Scale
What the Google & YouTube app sets up for a Shopify store, what it leaves to you, how to structure Performance Max and Shopping at $50K+ a month,…
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Facebook Ads for Shopify: Setup, Tracking and Scale in 2026
How a Shopify brand spending $50K+ a month should connect Meta, choose a data sharing level, structure campaigns so each ad set can learn, and judge results on…
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Snapchat Ads Cost in 2026: Benchmarks, Minimums and How to Size a Test
What Snapchat ads cost in 2026: the $5 daily minimum, sourced CPM and cost per purchase benchmarks, how the auction prices conversions, and how to size a test.
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GMV Max on TikTok Shop: How It Works, What It Hides and When to Use It
GMV Max is the only campaign type left for TikTok Shop ads. What it automates, why it claims organic and affiliate orders, and how to run it beside…
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Instagram Ads Cost Calculator: Plan a Monthly Budget by Placement
An Instagram ads cost calculator that works backwards from the new customers you want: monthly and daily budget, purchases and revenue by placement, 2026 data.
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Facebook Ads Cost Calculator for Ecommerce: 2026 Benchmarks and Budget Math
A Facebook ads cost calculator loaded with 2026 ecommerce benchmarks: enter budget, CPM, CTR, conversion rate and order value to get purchases, CPA and ROAS.
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Demand Gen vs Performance Max: Which Should an Ecommerce Brand Run?
Demand Gen vs Performance Max, judged on new customers, not Google’s report: what each does, when each earns budget, how to split them, plus a 30 day test.
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Instagram Reels Ads: Specs, Safe Zones and What Works for Ecommerce Brands
Instagram Reels ads specs and safe zones with every source flagged, placement choices, the Reels formats worth buying, cost data with its caveats, and how to judge Reels…
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Snapchat Ads for Business: Formats, Targeting and Setup for Ecommerce Brands
Every Snapchat ad format and the job it does, how targeting, the Snap Pixel and the Conversions API should be set up, and how a brand spending $50K+…
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TikTok Spark Ads: How They Work, Codes, Costs and Scaling
How TikTok Spark Ads work for an ecommerce brand: authorization codes and durations, Spark vs normal ads, 2026 TikTok benchmarks, disclosure rules and the test that decides scale.
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Outsourced CMO vs Fractional CMO: Which Fits an Ecommerce Brand Spending $50K+ a Month?
Outsourced CMO vs fractional CMO: what each model is, how they differ on continuity, team and exit terms, and which fits an ecommerce brand at $50K+ a month.
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Cyber Monday Marketing Ideas That Protect Margin
Cyber Monday ideas that add orders without a deeper discount: Monday-only bundles, returning customers first, warm-audience budgets and a faster phone checkout, plus 2025 data on how the…
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Average Black Friday Discount: What to Offer in 2026
Category discount data from the 2025 Black Friday season, a worked margin calculation for setting your own depth, and offer structures that lift volume without the deepest cut.
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Black Friday Google Ads: 2026 Playbook for Ecommerce
A dated plan for Google Ads through Black Friday 2026, with the Merchant Center, seasonality adjustment and Search settings that matter, Google’s official limits, and the mistakes that…
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Black Friday Checklist for Ecommerce Brands (2026)
Thirty Black Friday 2026 checks in deadline order, from tracking by 16 October to post-sale service from 1 December, each with a named owner and a clear test…
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Ecommerce Attribution: Models, Tools and What to Trust
What changed in ecommerce attribution between 2023 and 2026, what the main tools publish as prices, and why blended ROAS from store data is the number to anchor…
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How to Hire a Fractional CMO: Questions and Terms
Questions to ask before you sign, the contract clauses that decide whether a fractional CMO engagement works, and the warning signs worth acting on.
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