Paid Ads

Meta Andromeda reads your creative to decide who sees your ad. Here is what changed for Shopify D2C brands, what to do about it, and the mistakes to avoid.

A high ROAS can still lose money. See the five reasons ROAS and profit disagree, a worked example of a 4x account that breaks even, and how to check yours.

Meta ad fatigue shows in frequency, CTR and CPM weeks before ROAS drops. See the order the numbers move, how to confirm it in Shopify, and what to do first.

The contribution margin formula is net sales minus COGS, shipping, fees and returns. See CM1, CM2 and CM3 on a $60 order and how CM2 sets break-even ROAS.

A typical ecommerce CAC is $35 to $75 blended, and paid-only CAC runs higher. Get the CAC formula, 2026 benchmarks by category, and a simple payback test.

A good ROAS is any ROAS above your break-even, which is 1 divided by contribution margin. Most Shopify brands break even at 2-2.5x. See the table and math.

Rank your traffic sources by conversion rate, AOV, and return rate, not just sessions. See how a high-volume channel can be your least profitable one.

A full walkthrough from top-line revenue to true net profit per order for D2C brands: COGS, shipping, fees, ad spend, returns, and overhead.

Meta claims $48K, Google claims $31K, Shopify shows $61K. Here's why ad revenue never matches Shopify, walked component by component, plus a monthly fix.