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What can you afford to spend on a new customer? Which ad persuades them? And are the numbers right? Here’s what we check, test and change in our work.

Latest articles

Form answers are checked: Matching enquiries trigger the selected Lead event; other enquiries take a separate path

Meta Lead Ads: How to optimize for qualified leads

Your ads bring enquiries that don't fit? Set the criteria in your form and pass the right signal to Meta. Here's how website forms, GTM and CRM feedback work together.

Seven metrics for a Meta Ads weekly in reading order: net revenue, MER and contribution margin as the business level, cost per order and new-customer share operationally, creative signals, and from those the budget split

Meta ads reporting: 7 metrics for your weekly review

What remains after marketing costs? Which ad stays live? Seven metrics and a hypothetical weekly review show how to turn reporting into the next decision.

Six clearances that turn a creator video into a usable paid asset: platforms, term, markets, editing, hand-on and third-party rights to music, people and brands

UGC usage rights: What to agree before the shoot

A good video is little use if you cannot run it as an ad. Agree platforms, duration, editing permissions and payment before the shoot.

Black Friday paid-social roadmap: ten weeks out offer and margin, six weeks the creative bank, four weeks shop and tracking, two weeks budget rules, in peak week only steering, afterwards keeping new customers

Black Friday 2026: Your paid social plan for the store

More orders only help if the numbers work. Plan the offer, creative, budget and stock before Black Friday starts.

Attribution assigns conversion credit differently; incrementality compares treatment and control to test additional impact

Attribution vs Incrementality: What your ads actually do

Your dashboard assigns revenue to channels. Whether ads brought additional customers is a different question. Use attribution and incrementality for the decisions each can support.

How a TikTok Shop affiliate order works: the creator shows the product, an order happens, commission applies. The remaining room splits into creator commission, paid spend and contribution margin

TikTok Shop Affiliate: Creators, commission and profit

Creators earn commission. Your store pays for goods, shipping and ads. Put those costs in one calculation before approving the first partnership.

The same shop in one month: Meta Ads Manager shows a ROAS of 4.0, the blended Marketing Efficiency Ratio across channels is 3.53 from €300,000 net revenue and €85,000 marketing spend

Calculate DTC MER: Formula, costs and ROAS

A good Meta ROAS says little about the whole business. Calculate MER with a consistent cost basis and check what remains after goods and marketing.

Cost breakdown of a TikTok Shop order: of €50.00 net revenue, €15.00 goes to cost of goods and €4.00 to fulfilment, leaving €31.00 open for platform fee, creator commission, returns and paid spend

TikTok Shop costs 2026: What remains per order

Platform fees, creators, goods, shipping, returns and ads all cost money. Put them in one calculation to find what you can spend on another order.

Bar chart: store backend shows more conversions than GA4, the gap is a measurement hole, not lost revenue

Consent Mode v2: Why GA4 data is missing

Your store reports purchases, but GA4 shows fewer. Check the data basis first, then the banner, consent signals and tags. This guide shows the order.

UGC creators: find, brief, pay. One video yields three hooks, usage rights run 3 to 12 months, measured by CPA instead of views

Finding UGC creators: From brief to ad test

A video needs to do more than look natural. Find suitable creators, agree the rights and test which material brings customers at the right cost.

ROAS formula and break-even ROAS by margin: at a 25 percent contribution margin the break-even is 4.0, at 50 percent it is 2.0

Calculate ROAS: Formula, break-even and three mistakes

ROAS 4.2 in the ad account, a loss in your P&L. Both can be true. Use the same revenue basis and check which costs your threshold covers.

Two ad accounts compared: account A with a 40 percent hit rate and 2 winners, account B with a 15 percent hit rate and 6 winners

Creative approval: Fewer revisions, more tests

While you debate the shade of grey, no new test goes live. Set brand requirements before production and approve ads against their intended job.

AI labeling cheat sheet

AI labeling in 2026: What applies to ads and chatbots

AI in a creative does not automatically require a visible label. This article separates the obligations for deepfakes, certain AI text and chatbots.

Google Ads bidding 2026: What the August update changed

Google changed bidding behavior, but not your targets or budgets. Check which campaigns are affected and whether the settings still fit your economics.

Performance Max setup: Feed, assets and control

Google allocates the budget. You check whether it pays off. Set up the feed, asset groups and signals, then review what the campaign delivers.

Creative testing: What your budget can actually test

Ten new ads help little if you can only evaluate two. Calculate test volume from your budget and decide in advance how you will assess the results.

Advantage+ or manual: Which Meta setup fits

Win new customers or answer a specific creative question? Give each campaign a job, then decide how much control you need.

Lower CAC: 7 ways to review acquisition costs

What does a new customer actually cost? Check the cost basis first, then creative, offer, landing page and budget. Reach alone does not settle the numbers.

Server-side tracking and CAPI: What actually arrives

A green pixel does not tell you whether purchases and enquiries are recorded correctly. Check consent, event IDs and values from source to report.

5 tracking mistakes that distort your numbers

Your pixel is running. Are the numbers still wrong? Check browser gaps, attribution, duplicate events, offline conversions and UTMs before changing the budget.

50% more leads on 30% less budget: The project workflow

The published project account reports 50% more leads on 30% less budget. Review the workflow and the questions the available figures leave unanswered.

Clicks but no customers: Where your funnel loses them

The ads get clicks. Too little happens afterwards. Review the ad, landing page, offer and sale together before paying for more visitors.