Guides to tracking, ROAS and profit
Plain explanations of the tracking, attribution and profit metrics behind paid ads for webshops, with worked examples you can check yourself.
Tracking
TrackingAd blockers and tracking: what your store losesAd blockers stop tracking pixels, so ad platforms miss purchases. See which events are lost, why server-side events are not, and how to measure your gap.TrackingConsent Mode v2 and GDPR: what a webshop may sendConsent Mode v2 for webshops: the four Google consent signals, what EU law asks, and what server-side tracking may still send. General information only.TrackingDuplicate purchase events: why sales are counted twiceDuplicate purchase events inflate conversions and ROAS. See the causes, how Meta, TikTok, Snapchat, Pinterest and Reddit deduplicate, and how to fix it.TrackingSafari ITP and ad tracking: what still worksSafari ITP caps cookies set by scripts at 7 days, or 24 hours after some ad clicks. See what it does to attribution and which tracking still works.TrackingWhat is server-side tracking? A guide for webshopsServer-side tracking sends purchases from your order data to ad platforms. See how it works, what it sends, how deduplication works and what it cannot fix.TrackingServer-side tracking on Shopify: how it works and setupHow server-side tracking works on Shopify: customer events, the app proxy, the orders/paid webhook, order matching, deduplication, consent and setup.
Ad platforms and webshops
Ad platforms and webshopsCash on delivery conversion tracking and external checkoutsCash on delivery conversion tracking: why pixels miss COD and external checkout orders, when to send the purchase, and how to handle refused orders.Ad platforms and webshopsCCV Shop conversion tracking: a setup guideCCV Shop conversion tracking: send paid orders to Meta and TikTok with a signed webhook, link them to ad clicks, set up, test and handle late payments.Ad platforms and webshopsGoogle Ads enhanced conversions on ShopifyEnhanced conversions add hashed customer data to Google Ads purchases on Shopify. How they work, how they differ from offline imports, and the setup.Ad platforms and webshopsLightspeed conversion tracking for eCom webshopsLightspeed conversion tracking for eCom (C-Series): send paid orders to Meta and TikTok from the server, link them to ad clicks, set it up and test it.Ad platforms and webshopsMeta Event Match Quality: how to raise your scoreEvent Match Quality scores how well your Conversions API events match Meta accounts. Learn which parameters raise it, how to hash them and what to aim for.Ad platforms and webshopsPinterest Conversions API for Shopify: a setup guideThe Pinterest Conversions API sends Shopify purchases to Pinterest from your server. Learn the events, epik, hashed data, deduplication and testing.Ad platforms and webshopsTikTok Events API for Shopify: setup and deduplicationThe TikTok Events API sends Shopify purchases to TikTok from your server. Learn the events, ttclid and _ttp, event_id deduplication and testing.Ad platforms and webshopsWooCommerce server-side tracking: a setup guideSet up WooCommerce server-side tracking: send paid orders to Meta and TikTok with the ROASaurus plugin or webhooks, match them to ad clicks and test.Ad platforms and webshopsMeta Conversions API (CAPI): a practical guideA practical guide to the Meta Conversions API: run it next to the pixel with one event_id, send the right parameters, test events and fix common errors.
Profit and metrics
Profit and metricsBreak-even ROAS: the minimum ROAS your ads needBreak-even ROAS is the ROAS at which ads pay for themselves. Learn the formula, work through examples and set a target ROAS for each product line.Profit and metricsCohort analysis for ecommerce: are new customers worth it?Cohort analysis for ecommerce: group customers by first-order month, read retention and gross profit per customer, and avoid the common mistakes.Profit and metricsContribution margin in ecommerce: CM1, CM2, CM3 explainedContribution margin in ecommerce explained: CM1, CM2 and CM3, a worked example from revenue to net profit, and which profit layer fits which decision.Profit and metricsMER vs ROAS: which number should you steer on?MER vs ROAS: MER divides total revenue by total ad spend, ROAS looks at one channel. See when to use each, a worked example and how to find break-even MER.Profit and metricsMeta value optimization for profit, not revenueMeta value optimization can chase profit instead of revenue. Learn how to send gross profit as the conversion value, what Meta requires and the trade-offs.Profit and metricsShopify customer lifetime value: calculate and use itShopify customer lifetime value explained: historical vs predicted LTV, revenue vs gross profit, LTV:CAC and payback, with a worked example.Profit and metricsROAS meaning: formula, types and what a good ROAS isROAS means return on ad spend: revenue divided by ad spend. Learn the formula, platform vs blended ROAS, what a good ROAS is and why Ads Manager differs.Profit and metricsWhat is POAS? Profit on ad spend, with examplesPOAS is profit on ad spend: gross profit divided by ad spend. See the formula, a worked example, how POAS relates to ROAS and why 1.0 is break-even.
Attribution
AttributionEcommerce attribution models: last click, linear and moreAttribution models for ecommerce compared: last click, first click, linear, data-driven and survey-based, worked through on one customer journey.AttributionFacebook Ads vs Shopify sales: why Ads Manager shows moreFacebook Ads vs Shopify sales: why Ads Manager reports more purchases than your store, how to reconcile the two step by step, and which number to trust.AttributionPost-purchase survey attribution: what clicks missPost-purchase survey attribution asks buyers how they found you. Learn how to write the question, handle bias and combine the answers with click data.AttributionUTM parameters for Facebook and TikTok ads: a naming systemUTM parameters for Facebook ads and TikTok ads: the dynamic values each platform fills in, a naming system to copy and the mistakes that break tracking.
Creatives, email and AI
Creatives, email and AICreative fatigue in Facebook ads: when to replace an adCreative fatigue in Facebook ads shows as rising frequency and falling CTR. Learn to measure it per ad, read hook and hold rate and plan a refresh routine.Creatives, email and AIKlaviyo abandoned cart flows: recognize more shoppersKlaviyo abandoned cart and browse flows only reach shoppers Klaviyo can identify. Learn how it identifies them and how to recognize more at checkout.Creatives, email and AIShopify MCP: ask your store data in Claude and other AI appsA Shopify MCP server lets Claude and other AI apps query your store data. See how the ROASaurus read-only tools work and how to connect them.
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