Operator-level writing on net profit, COGS, shipping cost and ad measurement — without the ROAS theatre.
Uploading Magento order revenue to Google Ads optimizes for the wrong objective. How profit-valued click conversions change bidding for Magento merchants.
Refunds on Tuesday for Monday’s order change the story depending on cash vs cohort view. How Magento merchants should read both without getting confused.
Customer-charged shipping is not carrier cost. Why Magento free-shipping shops understate P&L — and how to model shipping cost rules properly.
Bundle and configurable parents often sync with zero cost while child simples hold the real COGS. How that breaks Magento P&L — and how to fix coverage.
A 4× ROAS campaign can still lose money once Magento COGS, shipping, payment fees and refunds hit the P&L. How to read net profit instead of vanity ROAS.