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Recent Posts & Guides
How to Set a Realistic ROAS Target for Your eCommerce Brand
TL;DR Most brands set ROAS targets by guessing at industry averages — but a 4× ROAS is wildly profitable for a 60% margin brand and a money-loser for a 25% margin brand. The real target comes from your unit economics: start with break-even ROAS (1 ÷ gross margin %),…
How to Pace Your Ad Spend So You Don’t Blow Your Budget Early
TL;DR Burning through monthly ad budget by day 18 isn’t a cash flow problem — it’s a pacing problem. The fix starts with daily caps tied to your weekly cadence, not a flat divide-by-30 average. Set base daily budgets at 80% of the platform-recommended amount, scale…
How to Spot Meta Ad Fatigue (And How to Fix It)
TL;DR Meta ad fatigue shows up as climbing CPM, falling CTR, and rising CPA without any structural change to your campaign — and most advertisers misdiagnose it as platform volatility. The real signs are frequency >3.0 in 7 days, CTR drop of 25%+ over a week, and…
What Is a Good Click-Through Rate for Facebook and Google Ads? (2026 Benchmarks)
See what a good CTR looks like on Facebook and Google Ads benchmarks by platform and format, plus what your CTR actually means for CPA.
How to Calculate and Improve Your Cost Per Acquisition for eCommerce
TL;DR Your CPA is only meaningful relative to your margin and LTV — a $35 CPA can be great or terrible depending on your numbers. The formula Max CPA = AOV × Gross Margin % sets your ceiling, but LTV-based targeting can give you 3× more room to acquire customers than…
What Is a Good CPC for Ecommerce Ads? 2026 Benchmarks and How to Lower Yours
TL;DR A good eCommerce CPC is $0.50–$2.00 on Google Shopping and $0.50–$1.50 on Meta for most product categories — but the number that matters is your CPC relative to your conversion rate and margin. This guide breaks down 2026 benchmarks by platform, category, and ad…