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Articles on ROAS, POAS, Google Shopping and Performance Max, product by product.
Break-even ROAS per product: why one target hides losses
Break-even ROAS = 1 ÷ contribution margin. See how one account-wide ROAS target funds loss-making products, with a three-product example.
Competitive pricing examples: 9 real companies, sourced
Competitive pricing examples from Tesco, Currys, Aldi, Costco, Amazon and Delta, plus a worked trainer example: when to price above, at or below the median.
Competitor price analysis template (free spreadsheet)
Download a free competitor price analysis template: compare your prices with three competitors, see price position and ratio, and log changes weekly.
Customer acquisition cost formula for ecommerce
Customer acquisition cost is ad spend divided by new customers. See the formula, a worked example, and the most you can pay for a first order.
Dead stock inventory: how to find it and clear it
Dead stock is inventory that has stopped selling. See when stock counts as dead, what it costs to hold and what to do per product, with a worked example.
Demand Gen vs Performance Max for ecommerce
Demand Gen vs Performance Max by product: which products each campaign type should carry, and how to read each against its own break-even ROAS.
Ecommerce return rate: formula, benchmark and ROAS effect
Return rate = returned ÷ sold, by orders, units or value. See the 2025 benchmark, what a return costs and how returns raise break-even ROAS.
Enhanced conversions vs server-side
What enhanced conversions are, how to set them up and check them, how they differ from server-side tracking and how Full Signal fits. With our ad blocker lab.
Google Shopping management: the four jobs and who does them
Google Shopping management is four jobs: product data, campaigns, products and measurement. See who does each job and how to check every product.
Google tag gateway vs server-side tagging: how to choose
Google tag gateway, server-side tagging and Full Signal Tracking compared: what each moves first-party, what it costs and which gets past ad blockers.
How to calculate ROAS: formula and examples
Calculate ROAS as revenue from ads ÷ ad spend. See a worked example, what to count (VAT, returns, spend) and how to read it against break-even.
How to improve ROAS: fix products, not the ratio
Improving ROAS only counts when performance and profitability improve. Work per product against break-even, then measure profit directly with POAS.
How to track competitor prices for Google Shopping
Track competitor prices when nobody sells your product: match own-brand products by dimensions, compare list prices, then read price position next to POAS.
Incrementality testing for Google Shopping, step by step
How to run an incrementality test: holdout and geo designs, the incremental ROAS formula, a worked example and a decision rule you set before you start.
LTV:CAC ratio for ecommerce: what a customer is worth
LTV:CAC only means something when LTV is profit, not revenue. See the formula, a worked example and how to derive your own target ratio instead of 3:1.
Marketing efficiency ratio vs ROAS, POAS, ROI and nCAC
Marketing efficiency ratio (MER) is total revenue ÷ total marketing spend. See how it differs from ROAS, POAS, ROI and nCAC, and which to steer by.
How to optimise Google Shopping ads
Optimise Google Shopping ads in two layers: fix the feed with Google's own attribute rules, then review each product against its break-even. Worked example.
Performance Max for Ecommerce: Exclude Low-Return Products
See which products Performance Max spends on, then exclude the low-return ones. Segment products and split campaigns on Merchant Center labels.
POAS vs ROAS: profit on ad spend explained
POAS (profit on ad spend) vs ROAS: both formulas, three POAS variants on one order, a ROAS × margin grid and why break-even POAS is 1.0.
Predicted LTV (pLTV): what it is and when to bid on it
Predicted LTV (pLTV) estimates what a customer will be worth. See how it differs from observed LTV, three ways to estimate it and what to check before bidding.
Price monitoring software compared for Google Shopping
Ten ways to monitor prices compared on cost at 1,000 products, matching and update frequency: Merchant Center, Prisync, Pricefy, Wiser, Minderest and more.
How to set a target ROAS from your margin
Set target ROAS as 1 ÷ (margin − profit kept). Includes a margin lookup table, what Google Ads documents about target level, and the target CPA equivalent.
What is a good ROAS? Ecommerce benchmarks 2026, by margin
A good ROAS is one above break-even. See if a 1.6, 2.2, 3.8, 4 or 7 ROAS is good at your margin, and what the 2026 benchmarks leave out.
What is Google Merchant Center? An advertiser's guide
Google Merchant Center holds your product data and Google Ads runs the ads. See what changed in 2026 and how custom labels set priority per product.
What is price intelligence? A Google Shopping guide
Price intelligence turns competitor prices into context for pricing and ad decisions. See the data it needs, three Shopping use cases and a worked example.