Thomas Cilius
Same ROAS, less profit: why ROAS can't tell you if your ads pay
Two weeks with the same ROAS can leave very different profit. Why ROAS misleads, and the per-order number that tells you whether your ads actually pay.
The Growth Butler blog
Running an online store by the numbers. Margins, ads, retention and the routines that move them.
Thomas Cilius
Break-Even ROAS: The Number That Decides If Your Ads Make Money
Your ads can show a 3x ROAS and still lose money. Here's how to calculate break-even ROAS from your real margins, what a good number looks like, and how to lower it.
Thomas Cilius
Contribution Margin for E-commerce: Formula, Examples and Benchmarks
Contribution margin tells you if selling more makes you richer or just busier. Learn the formula, CM1 vs CM2 vs CM3, real e-commerce examples and what a healthy margin looks like.
Thomas Cilius
Blended ROAS vs. platform ROAS: which number should you trust?
Meta and Google each claim credit for your sales, and together they often claim more than you sold. Here is how to use both numbers without fooling yourself.
Thomas Cilius
A weekly e-commerce report that writes itself
Five numbers, one threshold each and one decision. How to build a Monday report you actually act on, and how to stop building it by hand.
Thomas Cilius
The first 48 hours after a first purchase
Whether a first-time buyer comes back is often decided before the parcel arrives. Four things to get right in the two days after checkout.