Thoughts, data and marketing
A personal space for professional analysis and thoughts on e-commerce, advertising, business and marketing. The articles are written out of daily work with ad accounts and sales data.
What really happens when you cut the ad budget in half?
What happens to sales volume, customer acquisition cost and channel mix when the ad budget drops, and why the outcome is not always proportional.
More traffic does not always mean more sales
On the gap between growth in site visits and growth in revenue, and what to check before increasing budget.
How much can a company really afford to pay for a new customer?
Calculating customer acquisition cost against gross margin, average order value and returning-customer rate.
What can the gap between mobile and desktop teach about an e-commerce store?
Reading conversion rates by device, and what the gap says about the buying experience and budget allocation.
Performance Max: when it works and when it hides waste
How to read the reports of a campaign Google does not break down, and which signs show the budget is going to the wrong place.
Why ROAS in Meta and Google does not add up to Shopify revenue
On double attribution, attribution windows, and the right way to measure each channel's contribution.