Blog · 4 articles

Notes from inside the ad account

Plain-language guides to the numbers that decide whether ads make money. Written between campaigns, with worked examples and free tools you can use on your own store.

A small robotic arm adjusting sliders on a control desk while a human hand rests on the main lever beside it.

AINov 11, 20269 min read

AI in performance marketing: 9 use cases that earn their keep, and 4 that don't yet

A working list from inside the ad account: where AI saves real hours in paid media, where it quietly makes things worse, and how to start safely.

Four clay hands in different colours reaching in from the corners, all pinching the same coin.

MeasurementNov 9, 20268 min read

Why Meta, Google and TikTok all claim the same sale

Add up your ad dashboards and you get more revenue than your store took. Here is how attribution models and windows work, and what to trust instead.

A tall, leaning stack of paper price tags next to a small shopping cart holding a folded t-shirt, with a till receipt curling out underneath.

ShopifyNov 6, 20267 min read

Shopify discount stacking: how three good offers add up to a loss

A sale, a welcome code and a loyalty code are each sensible alone. Combined, they can sell below cost. Here is how to find your worst cart before BFCM.

A balance scale with a megaphone and ad cards on one side and a stack of coins on the other, with coins rolling off the table.

Unit economicsNov 3, 20268 min read

Break-even ROAS: the number your ads have to beat before you make a cent

A 3x ROAS can be a great month or a slow way to go broke. Here is the formula, a worked example and how to set a target that leaves real profit.