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.
Shopify
Running a Shopify store on numbers: margins, products, inventory and the reports worth reading.
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
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.