Profit-first growth / Featured
Should paid media optimise for ROAS or profit?
ROAS can steer delivery inside an ad platform. Profit decides whether the resulting growth is worth buying.
Issue 001 / Operator notes19 August 2026
AI in ecommerce operations
How AI changes D2C research without replacing judgement
AI can widen retrieval, organise evidence and expose unanswered questions. An experienced operator still owns the question, the sources and the decision.
Brand operations
Which ecommerce lifecycle flow should you fix first?
Start with welcome or post-purchase, where the brand has to earn the relationship after acquisition. Prove the trigger and customer experience before moving to recovery flows.
Let the P&L lead
Profit-first growth
Profit-first growth
Should paid media optimise for ROAS or profit?
ROAS can steer delivery inside an ad platform. Profit decides whether the resulting growth is worth buying.
Creative, media and tracking
Paid acquisition systems
Paid acquisition systems
What to check before increasing Meta ad spend
A budget increase magnifies the acquisition system already in place. Check the economics, stock, measurement and creative supply before asking for more volume.
The work behind the storefront
Brand operations
Brand operations
Which ecommerce lifecycle flow should you fix first?
Start with welcome or post-purchase, where the brand has to earn the relationship after acquisition. Prove the trigger and customer experience before moving to recovery flows.
Measure the business outcome
Ecommerce data and measurement
Ecommerce data and measurement
How to read blended media efficiency without losing the plot
MER blends Meta and Google paid spend into one business-level signal. Read it beside contribution, break-even CPA, customer movement and the changes elsewhere in the account.
Useful automation, tested
AI in ecommerce operations
AI in ecommerce operations
How AI changes D2C research without replacing judgement
AI can widen retrieval, organise evidence and expose unanswered questions. An experienced operator still owns the question, the sources and the decision.
The running file
Latest
AI in ecommerce operations
How AI changes D2C research without replacing judgement
AI can widen retrieval, organise evidence and expose unanswered questions. An experienced operator still owns the question, the sources and the decision.
Brand operations
Which ecommerce lifecycle flow should you fix first?
Start with welcome or post-purchase, where the brand has to earn the relationship after acquisition. Prove the trigger and customer experience before moving to recovery flows.
Ecommerce data and measurement
How to read blended media efficiency without losing the plot
MER blends Meta and Google paid spend into one business-level signal. Read it beside contribution, break-even CPA, customer movement and the changes elsewhere in the account.
Paid acquisition systems
What to check before increasing Meta ad spend
A budget increase magnifies the acquisition system already in place. Check the economics, stock, measurement and creative supply before asking for more volume.
Profit-first growth
Should paid media optimise for ROAS or profit?
ROAS can steer delivery inside an ad platform. Profit decides whether the resulting growth is worth buying.