ROAS shows how much revenue comes back for every unit of media spend. It does not show how much of that revenue is left after paying for the product, shipping, payments, returns and the media itself.
We plan and run paid media on the platforms where the buyers are, improve the conversion of the pages that traffic lands on, and manage both against contribution margin, so that growth in sales also shows up in profit.
Net revenue minus the cost of the product. It shows whether the product itself makes money.
CM1 minus the variable costs of each order: shipping, payment fees, logistics and returns. It shows whether each order makes money.
CM2 minus marketing and acquisition costs. It shows whether growth makes money, and it is the number we manage paid media against.
Bids and budgets follow the margin each product and channel can afford.
Products with low CM2 get less spend, or a different role in the account.
The cost of acquiring a new customer is read separately from repeat purchases, because they pay back at different speeds.
Revenue, CM1, CM2 and CM3 by channel, campaign and product, with the decisions of each period next to the numbers.
Ad platforms, store, ERP and shipping costs connected, so margin is read from the source data.
Every channel where the buyers are, with creative tested against margin as well as clicks.
Each stage of the funnel has a different job, so each one is read against its own metrics. Upper-funnel campaigns are not judged on last-click sales, and none of them is judged without the margin at the end.
Media brings people to the site. What happens there decides how much of that spend turns into sales. A better conversion rate lowers the cost of each sale on every channel at once, so CRO is part of the work, not a separate project.
Pages built for each campaign and audience, with one message and one action, instead of sending all traffic to the homepage.
Photos, description, reviews, delivery information and price, shown the way buyers need them to decide.
Fewer steps, clear shipping costs and the payment methods people expect, so fewer carts are abandoned.
Bundles, free shipping thresholds and promotions, tested against CM2 and not only against conversion rate.
Paid traffic arrives mostly on mobile, and a slow page loses it before anything is read.
Conversions, revenue and costs measured correctly in the ad platforms and in analytics, so that optimization works on real data.
Paid media improves through short test cycles that combine strategy, data and execution. Every euro invested has to produce learning as well as results.
We scale the variations that prove themselves and switch off the ones that don't, so the budget moves towards what works.
We turn the data into test opportunities and define the audience, channel, message and format for each one.
Approved concepts go live across the funnel and across channels.
Results are monitored before, during and after each test, until the learning is statistically reliable.
We validate the results, look for patterns and turn them into recommendations.
Winning variations get more budget and new versions, and weak ones are switched off.
What was learned feeds the next round of hypotheses.
A defined process reduces errors, speeds up implementation and keeps what goes live consistent with the strategy.
Objectives, budget by channel and the media plan, agreed with you before anything is produced.
Assets produced by our team, checked internally, then previewed and approved by you.
Campaigns configured, tracking checked and campaigns activated.
Continuous optimization, with dashboards that join marketing, sales and finance data, and regular reviews of insights and next steps.
We start with access to the ad accounts and the store, and with the product, shipping and payment costs.
With that we build the first CM3 view by channel and product. It shows where the budget is buying margin and where it is only buying revenue, and it becomes the baseline for the objectives we agree with you.
