Blog
We write about what shows up in your shop data — and what to do about it.
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Products and assortment
Assortment Planning for Online Stores: What to Add and Keep
Decide what your store carries using Google Ads data. In our data, growing stores earned a bigger share of revenue from new products than declining stores.
Measurement and tracking
Ecommerce Attribution: Google Ads vs GA4 vs Your Shop
Find out which sales number to use for bidding, channel budgets and profit, and why Google Ads dates a sale by the click and your shop by the order.
Site and customers
Ecommerce Conversion Rate Optimisation That Shows in ROAS
A step-by-step order for raising your store's conversion rate from Google Ads, starting with a check that the conversions you optimise are real.
Site and customers
Ecommerce Customer Retention for Stores on Google Ads
A plan to bring buyers back to a store that grows on Google Ads, and four signs that moving budget from new buyers to past buyers makes sense.
Site and customers
Ecommerce Email Marketing: Which Flows First, What They Add
See which emails and SMS to set up first alongside Google Ads, and how a holdout test shows whether a flow adds orders or claims orders your ads brought.
Store economics
Ecommerce Pricing Strategy for Google Shopping Ads
See whether to change price, shipping or discounts first in Shopping ads. In our data on 213,913 products, a smaller share sold if priced far above the market.
Growth and planning
Seasonal Demand in Ecommerce: Measure It and Plan Google Ads
See how seasonal online stores really are, with data from 96 stores, and what to do in Google Ads and the catalogue before, during and after the peak.
Organic and other channels
Ecommerce SEO for Stores That Already Run Shopping Ads
Find which store pages earn organic revenue, what to fix first, and how one product record feeds both your Shopping ads and Google's unpaid results.
Store economics
Ecommerce Unit Economics: From Margin to Break-Even ROAS
Find the ROAS where your ads break even: a 25% contribution margin needs 400%. Then see what one order earns after cost of goods, delivery, fees and ads.
Audits and reporting
Google Ads Audit for Online Stores: What to Check, in Order
See why a store's Google Ads audit starts with tracking, what comes next, and how to price each finding, such as spend on products that never sell.
Audits and reporting
Google Ads Automation: What to Automate, What You Decide
See which Google Ads jobs a store can hand to Smart Bidding, rules, scripts or AI agents, and which decisions, such as targets and budgets, stay with a person.
Campaigns and bidding
Google Ads Budget: How to Size, Split and Change It
Work out what your store can spend on Google Ads from margin and conversion volume, and see what 1,360 store-months show about ROAS when spend rises.