Guides, glossary and free tools
Practical material for people who run paid media for online stores. Every formula is written out, and examples are labelled as made-up numbers.
Every formula written out
Shopify
Meta Ads
Mailchimp
GA4
Instagram
Google Ads
Stock photos and example labels, not customers.
Resources in numbers
Guides
Short, practical explanations of the numbers and routines an ecommerce agency argues about every month.
MER vs ROAS: which number an agency should report
Platform ROAS tells you how an ad platform scores itself. MER tells you how the business did. A client review needs both, clearly labelled.
6 min read→ Measurement
How to calculate break-even ROAS for an ecommerce client
Break-even ROAS is the line between an ad that loses money and one that pays for itself. It takes three inputs and one division.
6 min read→ Measurement
Blended CAC: what it is and when to use it
When platforms disagree about who deserves credit, blended CAC answers a plainer question: what did a new customer cost us in total?
5 min read→ CreativeAn ad naming convention that survives a team of ten
Good names are a free analytics layer. Bad names mean exporting to a spreadsheet every month to work out what an ad was.
6 min read→ MeasurementA UTM standard for ad accounts that stay consistent
UTM tags are only as useful as they are consistent. One standard, applied by tooling instead of memory, keeps reports readable.
5 min read→ CreativeHow to review a creative test by creative ID
A creative test is only readable if every copy of the same asset can be added up. A creative ID makes that possible.
7 min read→Free tools
Calculators and generators that run in your browser. Nothing you type is sent anywhere.
Break-even ROAS calculator
Turn product cost, shipping, fees and returns into the ROAS an ad needs to break even.
Open the tool→ Free tool
MER and blended CAC calculator
Work out MER and blended CAC from revenue, total spend and new customers, and check how much the platforms overclaim.
Open the tool→ Free tool
UTM builder
Build tagged links with consistent lowercase values for source, medium, campaign and content.
Open the tool→ Free toolAd naming generator
Generate consistent ad names in bulk from market, objective, audience, creative IDs and versions.
Open the tool→ Free tool
Budget pacing calculator
Check whether spend is on track for the month and how much to spend per day to land the budget.
Open the tool→Solutions
How the same product fits a Shopify store, a WooCommerce store or an agency with many clients.
Blog
Checklists and templates, added as each one is finished.
Glossary
Plain definitions with the formula next to each term.
Built for shop owners, creators and agencies. Stock photos, not customers.Run the next client review from one screen.
We open one agency at a time, with your own accounts connected read-only first.
Request access