Why use contribution margin instead of ROAS?
Contribution margin tells you how much money an order actually adds after its direct costs. ROAS only compares revenue to ad spend, so it can look healthy while you lose money on every sale.
Contribution margin is revenue minus cost of goods, shipping and fulfillment, payment fees, discounts, returns and the ad spend used to win the order. Two campaigns with the same ROAS can earn very different profit if one sells low-margin products. We walk through a full worked example in ROAS is not profit, and you can test your own numbers in the ROAS calculator.
What do we build for ecommerce brands?
We cover the store, the traffic and the tracking, because each one depends on the others.
- SEO content. Buying guides, gifting hubs, delivery-area pages and honest comparison pages.
- Structured data. Product, FAQ, LocalBusiness and Breadcrumb schema, plus an llms.txt file for AI crawlers.
- Shopping tools. Delivery checkers, gift finders, kit builders and waitlists that help shoppers decide.
- Operations. SKU systems, inventory workbooks and barcode labels, so marketing never promotes stock you don't have.
- Merchant Center. Feed and policy prep before Shopping campaigns launch.
See our ecommerce growth service for the full scope.
How do you make purchase tracking accurate?
We track purchases from the server as well as the browser, so ad blockers and third-party checkout redirects don't erase sales from your reports.
A typical setup uses Google Tag Manager and GA4 for the full shopper journey, then sends confirmed purchases through the GA4 Measurement Protocol and the Meta Conversions API. Event IDs prevent the same order from counting twice. Our guide to server-side tracking explains how it works in plain English.
What have we done in ecommerce?
Our team has built growth systems for a direct-to-consumer coffee and coffee-machine brand on WooCommerce. The work included about 40 SEO pages, full schema markup, a nationwide delivery-area checker, a gift finder that emails results, a kit builder and a waitlist.
On the measurement side, we set up GA4 and Tag Manager with more than 40 custom dimensions, server-side purchase tracking and a fix for third-party checkout attribution. We also repaired the store's order emails and built a lifecycle sequence: confirmation, shipping, a day-15 review request sent to every buyer and a day-30 restock coupon for customers who opted in.
How do emails fit into margin?
Repeat orders carry no new ad cost, so they usually earn the best margin you have. Lifecycle email is often the cheapest growth lever in a store.
We keep it clean. Review requests go to every buyer, with no filtering of unhappy customers. Promotional emails go only to people who agreed to receive them, and every message includes a working unsubscribe link. We deploy changes on a staging site first so a broken template never reaches real customers.