Blog
We write about what shows up in your shop data — and what to do about it.
Site and customers
Abandoned Cart Emails: How Many, How Soon, Who Gets Credit
Get a send schedule for abandoned cart and browse emails, and see why an order your email brings back can also count as a Google Ads conversion.
Products and assortment
ABC Analysis: How to Split Products by Revenue and Ad Spend
Find the products that take an A share of your ad budget but bring a C share of revenue, using one Google Ads product export and a spreadsheet.
Growth and planning
Agency vs In-House vs Freelancer: Who Should Run Google Ads?
Find the set-up that fits your store's budget and catalogue, then check whoever runs the ads by one number: the share of budget on products that never sell.
Store economics
Average Order Value: Formula, Google Ads Mismatch and ROAS
Calculate average order value for ad traffic and see why Google Ads shows a different figure from your shop's, such as one default value for every order.
Growth and planning
Black Friday Google Ads: A Week-by-Week Plan for Stores
See when to change Shopping and Performance Max before Black Friday and what to leave alone. Two weeks out: budgets up 20–30%, target ROAS down 10–15%.
Organic and other channels
ChatGPT Shopping: How Products Get In and What Data to Send
See how ChatGPT picks the products it shows, which nine fields OpenAI's product feed requires, and how they map to your Merchant Center feed.
Organic and other channels
Comparison Shopping Engines in Europe and Ukraine
See which comparison sites matter in CZ, SK, PL, DE and Ukraine and what they charge, plus a test that shows whether one adds orders beyond Google Shopping.
Site and customers
Conversion Rate Formula and What One Extra Point Is Worth
Learn which of the Google Ads, GA4 and shop rates to judge your ads by. Going from 2.7% to 3.7% lifts ROAS 37% if average order value and cost per click hold.
Store economics
How to Calculate Cost per Acquisition and Break-Even CPA
Find out what one order costs you in Google Ads and the most you can pay for it: average order value × margin, minus delivery and other per-order costs.
Products and assortment
What Is Dead Stock? The Warehouse View vs Your Ad Account
Calculate dead stock from stock and sales data, and see why your ad account flags other dead products: ones never shown or spending without a sale.
Organic and other channels
EAN vs GTIN vs SKU: How Comparison Sites Match Your Product
See which code Google, Heureka, Zboží, idealo and Rozetka use to recognise your product, and how one ID per product keeps offers on the right card.
Organic and other channels
Ecommerce Advertising Channels to Add After Google Shopping
See which paid channel to try next, in an order set by what each reuses from your setup. Demand Gen, for one, needs no new feed, tag or account.