This was written
about you.
CPP rising month over month with no explanation your agency can agree on. A store converting below two percent on mobile. Meta reporting a ROAS you cannot reconcile with actual revenue, because your pixel has been unreliable since iOS 14 and nobody has fixed it. Three vendors — ads, dev, email — each of whom, when the number is down, tells you the problem sits with one of the other two.
Nobody owns the loop.
The issue is not your ad account or your theme. It is that no single party owns the full loop — traffic acquisition, store conversion, data accuracy, and retention — so every diagnosis is self-serving. The ads agency optimises toward platform ROAS and blames a low-converting site. The developer blames the pixel for inaccurate data. The email agency sends to the list and reports open rates. None of them own the number that actually matters to your business.
When nobody owns the loop, nothing improves. The vendors rotate, the fees accumulate, and the gap between what the dashboards show and what the bank account confirms grows wider every month.
Platform ROAS is not a business metric.
When iOS 14 broke pixel-based tracking, every agency's reported ROAS became a partial fiction. Most kept optimising toward the number anyway because the number kept looking good, even as actual margin compressed.
The metric that tells the truth: MER — Marketing Efficiency Ratio. Total revenue divided by total ad spend. No attribution gaps. No platform inflation. Just the number your bank account can confirm.
The full decision stack we report against: MER, blended CAC, LTV:CAC ratio, retention revenue as a percentage of total. These numbers do not need perfect attribution. They do not lie.
What we report vs. what most agencies report
Platform metrics
- ROAS (attributed)
- CPC
- CTR
- Reach
- Impressions
What we use
- MER (blended)
- Blended CAC
- LTV:CAC
- Retention %
- Contribution margin
Five things, end to end.
Creative testing
Systematic creative testing against MER targets, not CTR. New creative every cycle. Fatigue tracked weekly. The feedback loop that improves signal, reduces CAC, and slows CPM inflation.
Server-side tracking
Conversions API live in week one. Before any other optimisation starts, your data needs to be accurate. We fix that first, because everything downstream depends on it.
Store speed & CRO
Shopify and Shopify Plus builds engineered for Core Web Vitals and mobile conversion rate — not visual polish. Checkout flow, product page structure, trust signals, and post-purchase paths.
Lifecycle flows
Klaviyo: welcome series, abandoned checkout (3-touch), post-purchase upsell and review, browse abandonment, win-back. We report on revenue per recipient and retention revenue as % of total — not open rate.
Automated reporting
A custom MER dashboard that pulls Shopify, ad platform, and Klaviyo data into one weekly number. No manual spreadsheets. A view you can make decisions from.
One account. Every lever.
The operator credential
We have built and operated an ecommerce brand from zero — product sourcing, store build, paid acquisition, retention, and full reporting — not just managed the ad account for someone else. That changes what we diagnose and how fast we diagnose it.
The Pakistan National Store launch is our most recent example: a luxury product category ($5,500–$17,000 handcrafted bronze sculptures) with zero digital presence, launched internationally with the full infrastructure built from the ground up.
Pakistan National Store
Store build · Brand & Content
4
collections launched at go-live
$5,500–$17K
price range transacted online
Global
markets reached from day one
Common questions.
What does this cost?
Ecommerce Growth retainer starts from $2,500/mo. Shopify builds from $4,500, fixed price. Both are month-to-month with 30 days' notice — no lock-in. <a href='/pricing/' class='text-[#00f19f] hover:text-white transition-colors'>Full pricing is here.</a>
How long before results show?
Server-side tracking is live in week one. Creative testing cycles start in week two. MER movement is typically visible within 60–90 days, depending on your ad spend volume and existing baseline.
What do you need from us?
Ad account access, Shopify admin, Klaviyo access, and a 30-minute onboarding call. No pre-work, no strategy brief, no documents to prepare before we start.
What if it doesn't work?
Cancel with 30 days' notice. No penalty, no minimum spend, no drawn-out offboarding. We keep clients by producing results. If the results are not there, we would tell you to leave.
Start with the audit.
We'll review your store, ad account, and Klaviyo flows and send you the three biggest gaps within 48 hours. No call required. If there is a fit, we'll talk. If not, the findings are yours.