Performance
Why MER beats ROAS when you scale
Channel ROAS can look healthy while the business gets poorer. Here's the metric stack we use instead.
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Notes from the growth floor.
Short, practical thinking for eCommerce leaders — drawn from live accounts, not theory decks.
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Creative testing without chaos
A practical sprint model for Meta and Google that keeps learning velocity high.
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PDPs that convert on mobile
Hierarchy, proof and offer design patterns that lift conversion without redesigning everything.
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SEO that maps to revenue
How we prioritise category keywords that actually convert — not vanity search volume.
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