Measurement that holds
Purchase, cart and checkout events set up properly in GA4, Meta and Google, with margin inside the calculation. Decisions on contribution, not gross ROAS.
Ecommerce · stores that already sell and spend on ads
You sell online. Make every ad euro and every visit readable in margin, not in screenshots.
A ROAS that ignores margin and returns, no email after the purchase, a catalogue without data and a checkout nobody measures. Before raising the budget, we put numbers on what already happens.
Sounds familiar if…
- You look at ROAS in the ads platform and don't know what's left after product, shipping and returns.
- After the first purchase, the customer never hears from you again except through another ad.
- You don't know which products bring people in and which get bought a second time.
- The checkout has steps nobody has measured and a cart that gets abandoned silently.
- Every month you set the ad budget by feel.
How I solve it
Offer and catalogue
Which product brings people in, which one repeats, which bundle deserves an ad. With your order data, not industry benchmarks.
Testing plan
One hypothesis at a time: creative, product page, shipping, free-shipping threshold. Measure, decide, move to the next.
Automated retention
Post-purchase email and WhatsApp, cart recovery, repeat purchase after N days. Flows that work while ads bring in new people.
A project of my own, published (DTC store, in build)
My own direct-to-consumer project in fashion, with agent-assisted product research and growth driven by paid media. It doubles as a testing ground: what I learn there with my own money is what I later apply in client accounts. No figures because it's in build; they get published when they exist.
Where to start
Store review
Free · 30 min
Your store, your ad account and your orders on screen. Three concrete things and a verdict: measure, adjust or leave it for now.
Paid media
From €500/month
Meta Ads and Google Ads management with margin in the calculation. Ad spend is separate, from €1,000/month to be worth running.
Retention automation
From €1,500
Post-purchase, cart and repeat flows running in your store, documented. Optional retainer from €250/month if you want me to stay responsible.
Three questions
Do you work with Shopify, WooCommerce or PrestaShop?
Yes. Measurement and flows are built on the platform you already have; I don't propose migrating a store that sells.
Is there a minimum ad budget?
To manage it, from €1,000/month in spend: below that there isn't enough data to decide. If you're under it, we start with measurement and retention.
Do you promise a ROAS?
No. I promise you'll know how much margin each channel leaves and that every change gets measured. Anyone promising a number before seeing your orders is selling hot air.
Gerardo Gutiérrez Palenzuela · Technical lead
I automate inside the Microsoft 365 your company already pays for, from Tenerife. The flows stay in your account, documented, with no lock-in.
Send me the store and I'll tell you what I'd measure first.
Thirty minutes with your store, your ads and your orders. If it's fine, I'll say so and there's no project.