Most ecommerce founders look at ROAS and say, “That makes sense.” Meta shows ROAS. Google shows ROAS. Agencies talk about ROAS. Campaign reports are built around ROAS. It is the cleanest way to answer your question: Are my ads working? But there is a problem. ROAS can look good while the business is not actually growing profitably. You can have a campaign showing strong ROAS, but contribution margin may still be falling. You can have Meta reporting good results, but total sa

Most ecommerce owners want more sales. That is natural. More sales feels like growth. More orders feels like progress. More revenue feels like the business is moving forward. But sales are not the same as profit. And growth is not always good growth. You can grow sales and still make less money. You can increase revenue and still weaken the business. You can spend more on marketing, push more discounts, offer more free shipping, and create more orders — but still end up with

Most ecommerce owners are drowning in reports. Shopify reports. Meta reports. Google Analytics. Email dashboards. Finance spreadsheets. Agency updates. There is no shortage of numbers. But more numbers do not always create more clarity. In fact, for many ecommerce founders, more reporting creates the opposite problem. You can see what happened, but you still do not know what it means. The real question is still sitting there: Am I growing the profitability of my busine