Five questions every ecommerce founder needs answered. One platform that answers all of them. There is a version of running an ecommerce brand where you make decisions with confidence; Most founders do not operate in that version. They operate in the version where data lives in three different tools, nobody …
Stuck Deciding Whether To Hire an Agency or an In-House Team? Read This First.
The real reason agencies and in-house marketing both feel like failure, and what founders are actually looking for. Why Do Ecommerce Founders Become Trapped Bouncing Between Agencies and DIY Marketing? At some point in the growth of almost every ecommerce brand, the founder reaches a decision that feels like it …
What a Google Ads Consultant Should Actually Be Doing To Earn Their Fees
This is a step-by-step guide for DTC brand founders who want to know if their money is being well spent (and their ecommerce growth machine is being properly operated). In my job, I get asked a lot of questions from founders running seven-figure ecommerce brands. Let’s dive deep today into …
Ecommerce Founders… This Is Why Your CAC Is Inconsistent and What You Can Do About It
The shark-tooth graph on your ad account is not random. It is a signal. Here is how to read it, respond to it, and build a machine that is less dependent on it. Why Does Your META CAC Graph Look Like Shark Teeth? The CAC Graph You Keep Coming Back …
Is Optimisation an Ecommerce Project? No, It’s How You Operate Day-to-Day
Most ecommerce founders treat optimisation as a phase. Something you do after launch, or between campaigns, or when conversion rate becomes a worry. But optimisation is not a project with a start date and a deliverable. It is the operating system of a compounding growth machine. Why Do Most Ecommerce …
What Is Google Data-Driven Attribution? (And why the model your Google Ads account uses matters more than you realise)
Is Your Google Ads Attribution Model Distorting Account Performance? Every Google Ads account is making a decision you may never have consciously taken. Somewhere in your settings, a rule is being applied. A rule that decides which of your ads gets the credit when a customer buys. Let’s dig down …
How Most Ecommerce Brands Are Getting Their PMax Campaigns Horribly Wrong
Google Ads’ Performance Max was supposed to make paid search easier. One campaign. All of Google’s inventory. Machine learning doing the heavy lifting. For a founder already stretched across operations, team, and product, it sounded like exactly what was needed. I, on the other hand, was a huge sceptic when …
You’re Trusting Google to Optimise Your Google Ads. Littledata Makes Sure It Has the Right Data to Do It.
What Happens When Your Google Ads ROAS Doesn’t Match the Reality for Your Shopify Store? You’re spending £10,000 a month on Google Ads. Maybe £25,000. Maybe more. Every month, you’re seeing big amounts of cash invoices leaving your bank account… and for what exactly? Every month, you look at the …
Google Ads Stopped Needing a Button-Pusher. It Needs an Operator Now.
Automation has changed what Google Ads does for your business. The question is whether you understand your new role inside it. There is a version of Google Ads management that most ecommerce brands are still paying for. Bid adjustments. Keyword sculpting. Match type management. Search term suppression. A specialist whose …
PMax Search Themes: How Important Are They In Creating and Optimising Your Google Ads Campaigns?
The feature most in-house and Google Ads freelancers either ignore or misuse is the one that gives you the most control over where your budget lands. Has Performance Max Removed Transparency and Control? Performance Max promised simplicity. Hand Google your assets, set a budget, tell the algorithm your conversion goal, …
Building a Brand Less Ordinary: One Marketing Advantage You Need to Lean Into (and AI Cannot Take From You)
Why a Content First strategy built on human insight is the most durable competitive moat in ecommerce right now. How Has Chasing More AI Content Instead of More Effective Content Become the Norm? Every founder I work with is asking a version of the same question right now. It goes …
Optimising for Value: Why Your Ecommerce Growth Strategy Looks Nothing Like Your Competitor’s
There’s a version of optimisation that’s about price. And there’s a version that’s about value. They look similar on the surface. Both involve testing, data, and conversion rate work. Both show up in your analytics. But they’re pulling in completely different directions. If you’re running a challenger brand, a premium …