Paid Ads·12 min read
MER vs ROAS: The Scaling Metric That Actually Works
MER vs ROAS explained for Shopify brands: why platform ROAS inflates by 30-40%, how to calculate your MER floor, and which number to scale on.
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ARTICLES
Paid Ads·12 min read
Cost Cap vs Bid Cap: Which Meta Strategy Wins?
Cost cap vs bid cap on Meta: a clear decision framework for when each wins, why cost cap stalls spend, and the thresholds that tell you to switch.
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Paid Ads·14 min read
Meta Ads Scaling 20% Rule vs Duplication: Which Wins?
The Meta ads 20 percent scaling rule vs ad set duplication: when each method wins, and the ROAS recovery data behind the right choice for your budget.
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Diagnostic·11 min read
Ad Spend Up Revenue Flat: 4 Root Causes & Fixes
Ad spend up but revenue flat? Diagnose the root cause — saturation, diminishing returns, cannibalization, or attribution mismatch — and fix it fast.
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Diagnostic·4 min read
Why Is My ROAS Down But Revenue Up? Explained
Declining ROAS while revenue rises is normal during scaling and not a problem. Here's how to read what's actually happening and when to actually worry.
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Guide·16 min read
Scale Your Shopify Store From $0 to $10K/Month
A phased roadmap to grow your Shopify store from zero to $10K per month, with specific marketing, operations, and hiring moves at each stage.
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