Guides for brands that advertise online.
Practical guides on advertising, creative, audiences, attribution and automation for e-commerce brands.
How to Calculate Your Break-Even ROAS
A step-by-step guide to the break-even ROAS formula, with a worked example using made-up numbers and tips for turning it into a target you can use.
Read the guide →Meta, TikTok or Google: Where Should You Advertise First?
A practical comparison of the three biggest ad platforms for e-commerce, and a simple set of questions to choose your first channel.
Read the guide →How to Test Ad Creatives with AI Without Wasting Budget
Use AI to generate copy and visual variations, then test them with clear hypotheses, stopping rules and the right metrics.
Read the guide →Ad Automation Rules Every Store Should Set
Protective, growth, creative and operational rules for ad accounts, with example thresholds you set from your own numbers.
Read the guide →Attribution in 2026: What You Can and Cannot Measure
Privacy changes have made ad attribution less certain. Here is what remains reliable, what is estimated and how to measure incrementality.
Read the guide →How to Scale Ad Budgets Without Breaking Performance
Why results often drop when budgets rise, and how vertical scaling, horizontal scaling, creative and guardrails help you grow spend with more control.
Read the guide →Audience Segmentation for Online Stores
How to build segments from first-party data, use lookalike audiences well and set the exclusions that stop wasted spend.
Read the guide →Keeping Ad Accounts Healthy: Policies, Reviews and Restrictions
Ad platforms decide what runs. These habits reduce avoidable risk and help you respond correctly when an ad or account is flagged.
Read the guide →Ready to scale your e-commerce brand?
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