Method
Honest measurement. That is the product.
The first audit is arithmetic: orders, shipping, gateway, RTO, ad spend, and a cost % if you give one. It does not pretend to be causal. When we later talk lift, we will net out what would have happened anyway — or we will not report a number.
What we ask for — and what that can honestly say
The lean ask is three months of orders, one channel’s campaign-level summary (usually Meta), and a rough COGS % — or nothing, via break-even COGS. We do not ask for click-level data or ad-account passwords.
One ads channel is directional and last-click for that channel. Blended MER across channels is the deeper follow-up. Per-channel profit needs order-level channel tags; without them we stay blended and say so. We never dress a single Meta export up as the whole mix.
ROAS is mostly the category
Last-click ROAS moves with demand for the category (season, trend, festive), not only with the quality of your ads. Optimising to platform ROAS is chasing something you do not control. We judge on contribution margin against break-even, and later on incremental margin — not on a 3× screenshot.
We will not sell you market drift
A naive before/after (“+4.8% after we changed bids”) usually overstates. If untreated demand also moved, most of that “lift” is the market. From the first pilot we net out baseline. If we cannot, we say so. A number that evaporates destroys trust.
What the first audit is not
It is not MMM. It is not incrementality. It is not a pricing engine. It is the line: reported ROAS versus what you actually need after real costs — or, without a cost file, the product-cost % at which you break even. That is enough to change what a founder does next week.