Ads & ROAS5 guides · 1 case study
ROAS, MER and ad spend guides for DTC brands
How to read ROAS, MER and new customer ROAS together, test incrementality on a small budget, and decide whether the next $10K of ad spend will pay back.
Ads & ROAS guides
Ads & ROAS
Ads & ROASHigh CTR, low sales: when your best ad brings the wrong buyers
A high CTR means people liked the ad, not that they wanted to buy. Why clicks got easier and sales got harder in 2026, and how to rank creatives by profit per click.
Ads & ROASIncrementality Testing on a Small Budget: How to Prove Which Ads Actually Work Before You Scale
You do not need a seven-figure budget to find out whether your ads cause sales. Geo holdouts, scale tests and flow splits that work for brands under $500k a month.
Ads & ROASMER vs ROAS vs aMER: Which Number Should Actually Decide Your Ad Budget?
ROAS can rise while the business shrinks, and MER can look healthy while acquisition quietly fails. How to read ROAS, MER and aMER together, with break-even math.
Ads & ROAS