E-commerce
Thin margins and rising media costs. The classic mistake is comparing campaign ROAS without looking at margin per product — selling more and keeping less.
What changes in the pipeline
- Targets on contribution margin, not gross ROAS
- New customer acquisition separated from repeat purchase
- Abandoned cart and post-purchase automated by cadence
How we measure results here
Cost per new customer, margin per order and 90-day repurchase rate.
The objection that always comes up
My ROAS looks good, what is there to fix?
Good ROAS with bad margin is a loss with a nice chart. The number that decides is contribution margin after media, fees, shipping and returns.